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COM Oct/Nov exam

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QuantumE is an online retail shop that supplies business and home electronic gadgets. QuantumE, which uses e-commerce as its main platform, has the potential to have its products exposed to global customers; and has recently explored some of the best marketing communication tools in order to promote its products. 1.1 In your own words, explain what marketing management is. (5) 1.2 Discuss how QuantumE can use the five internet resources for online marketing to support its online marketing strategy. (20) 1.3 Explain how QuantumE can utilise online marketing as a pull and push mechanism and a way of communicating brand messages to its customers. (10) [35 The Ukhahlamba Mountain range is a world-renowned hiking spot in South Africa and Pusang International Hotel is located at the foot of the mountain range. The Pusang International Hotel recently introduced a vacation package aimed at university students. As the marketing manager of Pusang International Hotel you have been tasked with developing a marketing plan which, among its objectives, aim to raise awareness of the new vacation package. 2.1 Discuss how you would develop a marketing plan for Pusang International Hotel, using the five steps of a marketing plan as proposed by Angelopulo and Barker (2013). (25) 2.2 Explain the nature of communication campaign objectives.

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2021/2022
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COM3701


Date: 24 NOVEMBER 2021

Duration: 180 Minutes



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