Group B

(Answer any Four questions. Each question carries 5 Marks)

1. Explain Ansoffs Matrix with some relevant examples.

2. Explain how cultural factors might influence consumer buying behaviour.

5X4=20

3. When positioning a brand with respect to competitive brands, organizations strive to ensure that there are significant Points of Difference (PODs) between the brands. Taking the example of any two brands for the same product category, show how they are different to each other.

4. Using a fast-food restaurant such as KFC or McDonalds as an example, explain the application of the services marketing mix (the 7Ps of services marketing).

Page 3 of 4

5. Give examples of B2B, B2C, C2C, C2B and B2G transaction.

6. Explain the levels of distribution with some real-life examp