Business Development and Marketing

Business Development and Marketing

instruction

 

Examination 2018

 

 

 

 

Business Development and Marketing

 

  1. Define marketing

 

 

  1. Define a customer and a consumer

 

 

  1. What are the two types of marketing?

 

 

  1. What is the airline product?

 

 

  1. The demand for air services is a derived demand. What does this mean?

 

 

  1. What is the marketing mix and why is it important?

 

 

 

 

 

  1. Explain the product life cycle

 

 

 

 

 

  1. What is product portfolio planning?

 

 

 

 

 

 

 

 

 

 

 

 

Potential Examination Questions

 

Section A

Questions

  1. Why are PEST analysis and Porter’s five forces useful strategic tools and how might they benefit an airline or airport?

 

  1.  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.

 

  1. Why are Competitor analysis and Environmental scanning useful strategic tools and how might they benefit an airline or airport?

 

  1. Why are internal audit and The Boston Consulting Group’s Matrix useful strategic tools and how might they benefit an airline or airport?

 

  1. Why is SWOT analysis a useful strategic tool and how might it benefit an airline or airport?

 

  1. How does SWOT analysis link with setting objectives, explain the importance to an airline or airport?

 

  1. How does SWOT analysis link with development strategies explain the importance to an airline or airport?

 

  1. Why do organisations segment the market and what methods might they use?

 

  1. 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?

 

  1. 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

 

  1. What is the marketing mix; explain how it might be used by an airline or airport?

 

  1. What is the extended marketing mix; explain how an airline or airport might use the additional 3 Ps to gain competitive advantage?

 

  1. What is the airline product and how might it be developed?

 

  1. What is the airport product and how might it be developed?

 

  1. What do we mean by the term ‘brand’ and why is it important to an airport?

 

  1. What do we mean by the term ‘brand’ and why is it important to an airline?

 

  1. What is the promotional mix and how might it be used by an airport?

 

  1. What is the promotional mix and how might it be used by an airline?

 

  1. What would be a realistic programme of promotional activities for an airline of your choice?

 

  1. What would be a realistic programme of promotional activities for an airport of your choice?

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