instruction
Examination 2018
Business Development and Marketing
- Define marketing
- Define a customer and a consumer
- What are the two types of marketing?
- What is the airline product?
- The demand for air services is a derived demand. What does this mean?
- What is the marketing mix and why is it important?
- Explain the product life cycle
- What is product portfolio planning?
Potential Examination Questions
Section A
Questions
- Why are PEST analysis and Porter’s five forces useful strategic tools and how might they benefit an airline or airport?
- What is market research, how and when might it be used and how might it be used by an airline or airport to set objectives and develop strategy.
- Why are Competitor analysis and Environmental scanning useful strategic tools and how might they benefit an airline or airport?
- Why are internal audit and The Boston Consulting Group’s Matrix useful strategic tools and how might they benefit an airline or airport?
- Why is SWOT analysis a useful strategic tool and how might it benefit an airline or airport?
- How does SWOT analysis link with setting objectives, explain the importance to an airline or airport?
- How does SWOT analysis link with development strategies explain the importance to an airline or airport?
- Why do organisations segment the market and what methods might they use?
- Why do airlines and airports use motive for travel as a means of market segmentation and what other method might you recommend as an alternative?
- What do you understand by the terms segmentation, targeting and positioning and how might they be applied to an airline or airport?
Section B
Questions
- What is the marketing mix; explain how it might be used by an airline or airport?
- What is the extended marketing mix; explain how an airline or airport might use the additional 3 Ps to gain competitive advantage?
- What is the airline product and how might it be developed?
- What is the airport product and how might it be developed?
- What do we mean by the term ‘brand’ and why is it important to an airport?
- What do we mean by the term ‘brand’ and why is it important to an airline?
- What is the promotional mix and how might it be used by an airport?
- What is the promotional mix and how might it be used by an airline?
- What would be a realistic programme of promotional activities for an airline of your choice?
- What would be a realistic programme of promotional activities for an airport of your choice?