QUESTION $4$

$(4$ MARKS$)$

Discuss the relationship between price and income in marketing of road transport services using

practical examples.

QUESTION $5$

$(10$ MARKS$)$

Researching consumers in road transport marketing is crucial to understanding their behaviour,

preferences, and needs. List AND discuss the FIVE $(5)$ steps you can follow to conduct consumer

research in road transport marketing.

QUESTION $6$

$(12$ MARKS$)$

Conduct a SWOT analysis to assist the marketing manager of a bus company to better

understand the environment the bus company is operating in$.$ Identify THREE $(3)$ aspects in each

dimension of the SWOT analysis.

QUESTION $7$

$(8$ MARKS$)$

Discuss possible response strategies a company operating in the road transport environment may

implement in the following two environments:

$7\mathrm{.}1$ Policy environment

$7\mathrm{.}2$ Technological environment

QUESTION $8$

$(10$ MARKS$)$

List AND discuss the FIVE $(5)$ steps in the buying decision process.

Stakeholder engagement and management are important marketing decisions in road transport

marketing for both passenger and freight companies. Discuss the FIVE $(5)$ key

steps$/$considerations that companies must make when engaging and managing stakeholders in

this industry with a supporting example.