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论文题目：Past Examination Paper of Marketing Strategy Marketing Strategy Textbook: Marketing Management (Philip Kotlel and Kevin Lane Keller, 13th edition) COMPULSORY QUESTION Question 1 Theodore Levitt argued that customers are often seeking a satisfying overall service rather than mere production of physical goods. Evaluate this prescription, & show with illustrations how the supplementary elements of customer care, delivered by staff & systems, could contribute in delivering satisfaction. CHOOSE TWO FROM THE FOLLOWING FOUR QUESTIONS Question 2 When McDonalds enters a new market in the absence of competition, how can the high price that it generally charges represent ‘value’ for the customer. Evaluate this strategy by considering the range of benefits & sacrifices that a customer seeks, illustrating your answer with relevant examples. Question 3 Examine ‘Communication’ as depicted in the ServQual model – “external communications to customers”. Critically evaluate whether this is sufficient emphasis on communication & indicate where else in the model communication may occur, & with who it occurs. Question 4 A director of your company observed “we market successfully at home, & the same marketing processes will work in overseas markets”. Critically assess this statement in light of the recommendation to ‘think global, but act local’. Question 5 A commentator recently observed “if you are not thinking customer – you are not thinking”. Evaluate the philosophy behind this prescription, indicating how the efficiency/effectiveness matrix introduced in the module could help in its implementation.
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