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You must answer any 2 questions of the 4 questions provided by Marketing Management. Approximately 1000 – 1250 words per question. If needed, use in-text citation.

Question 1
Critically discuss the benefits that building brand equity brings to the customer and the company marketing the brand. Illustrate your answer with examples.
Question 2
Explore the value of auditing of the variables in the marketing environment from the perspective of the Marketing Manager.
Question 3
Marketers need to plan their marketing communications strategy effectively. Critically assess the different stages of communications planning that are essential to the delivery of an integrated marketing communications strategy.
Question 4
Critically discuss how a firms marketing strategy is influenced by the process of segmenting, targeting and positioning.

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