PRACTICE FINAL EXAMINATION
MKTG1001


PART B: Extended Answer Questions
From the following four (4) questions student must choose to answer only two (2). Each question is
worth 25 marks. You should be able to answer each question in a maximum of 400 – 600 words.

QUESTION 1
Explain what makes a strong customer value proposition, identifying how they are used in planning
the marketing mix. Illustrate your answer through use of an example.

QUESTION 2
LG is preparing to launch a new generation television that offers life-like picture quality using a
technology that far exceeds the old OLED technology. Detail the different types of pricing
strategies available to LG for this new product launch, making a recommendation on which is the
most suitable option to deliver their objectives of charging a premium in the short-term to
rapidly recover R&D costs.

QUESTION 3
For an airline service, explain how RATER and APPLE frameworks of service quality might apply,
showing how the service could be improved based on your analysis.

QUESTION 4
With reference to the iWatch, explain how the 6 factors involved in Rogers Diffusion of Innovation
Model might affect adoption of the watch in the market.


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