self assesments

# ✅ **Unit 1: Marketing – Creating Customer Value and Engagement** 1. **Kotler’s definition of marketing:**      **✔️ c) Social and managerial processes to exchange offerings of value** 2. **Positioning in customer value–driven strategy:**      **✔️ c) Creating a distinct image of the offering in customers' minds** 3. **Reason why integrated marketing plans fail:**      **✔️ a) Lack of consistent promotion across touchpoints** --- ### ✅ **Unit 2: Analysing the Marketing Environment** 4. **Macroenvironment aspect affecting pricing, availability, promotion:**      **✔️ b) Economic** 5. **Microenvironment includes:**      **✔️ b) Competitors, suppliers, and the company itself** 6. **Challenger strategy aims to:**      **✔️ c) Directly confront and displace market leaders** --- ### ✅ **Unit 3: Consumer Markets and Buyer Behaviour** 7. **‘Complex buying behaviour’ model:**...

✅ Unit 1: Creating Customer Value and Engagement According to Philip Kotler, marketing involves: → b. Social and managerial processes that others value through exchange What does the American Marketing Association's definition of marketing mean? → b. Creating, communicating, delivering, and exchanging offerings that have value What is the role of market segmentation in marketing? → b. To break down the large market into smaller, more manageable portions What does targeting imply about the marketing process? → a. Targeting involves determining the viability of the established segments Dividing a large market into small submarkets according to demographic, psychographic, and geographic reasons is: → b. Market segmentation What follows after segmentation and targeting in marketplace? → a. Positioning In marketing, which of the following best describes "wants"? → b. Desires that are shaped by culture and individual tastes The primary purpose of...

### 📊 SWOT Analysis **Strengths, Weaknesses, Opportunities, Threats**   Used to assess internal and external factors affecting an organization. - **Strengths**: Internal advantages (e.g., strong brand, loyal customers) - **Weaknesses**: Internal limitations (e.g., outdated tech, high costs) - **Opportunities**: External chances to grow (e.g., market trends, new tech) - **Threats**: External risks (e.g., new competitors, regulation changes) 🔎 _Example_: For Apple, strengths include innovation & brand loyalty; threats include fast tech imitation and rising global competition. --- ### 🌐 PESTEL Analysis Focuses only on **external macro-environmental factors** that influence strategy: - **P**olitical (e.g., trade policies, tax laws)   - **E**conomic (e.g., inflation, interest rates)   - **S**ocial (e.g., demographics, lifestyle changes)   - **T**echnological (e.g., AI, mobile tech)   - **E**nvironmental (e.g., sustainability, climate c...