Exam September 2015, questions PDF

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UNIVERSITY OF SOUTHAMPTON

MANG6336W1

SEMESTER 1 EXAMINATIONS 2015-16 CUSTOMER INSIGHT DURATION: 120 MINUTES (2 HOURS)

This paper contains FIVE questions. Answer THREE questions in total. All questions carry equal marks. Only University approved calculators may be used. A foreign language word to word translation dictionary (paper version) is permitted provided it contains no notes, additions or annotations.

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MANG6336W1

1. Using appropriate examples, discuss the influences of reference groups on individual decision-making process. 2. Products often play a key role in defining the self-concept. Drawing on the principles of symbolic consumption, critically evaluate the statement. 3. Critically evaluate the relationships between customer satisfaction and customer loyalty. Use examples to illustrate your points. 4. Using appropriate examples, compare and contrast the usefulness of marketing research (both qualitative and quantitative techniques) with data-based marketing techniques (e.g. data mining of customer records) for segmentation strategies. 5. Discuss and critically evaluate how organisational capabilities (e.g. marketing assets, marketing capabilities and dynamic marketing capabilities) help create customer insight.

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