Marketing Management JUNE 2025

Description

 

Marketing Management

Jun 2025 Examination

 

 

Q1. Analyze how digital and social media have transformed customer relationship management in modern marketing. Support your answer with real-life examples as applicable. (10 Marks)

Ans 1.

Introduction

In today’s highly connected marketplace, digital and social media have radically transformed the way companies engage with customers, making Customer Relationship Management (CRM) more dynamic, responsive, and personalized. Unlike traditional methods which were often one-way and transactional, digital platforms have enabled a two-way, real-time communication model where customers and brands interact more directly and frequently. These advancements have empowered marketers to collect behavioral data, understand consumer preferences, and deliver more tailored experiences. Social media, in particular, allows brands to build community, respond to feedback instantly, and foster long-term customer loyalty. This evolution has not only improved service quality and customer satisfaction but has also redefined strategic marketing

 

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Q2. Discuss the role of a value proposition in differentiating a brand in the marketplace. How does it contribute to customer engagement? Support your answer with real-life examples as applicable. (10 Marks)

Ans 2.

Introduction

In an increasingly competitive marketplace, where customers are overwhelmed with choices, a clear and compelling value proposition becomes essential for brand differentiation. A value proposition defines what unique value a company promises to deliver to its customers, how it solves their problems, and why it is better than competitors. It aligns a company’s offerings with customer expectations, guiding

 

Q3 (A) Discuss how modern marketing approaches, such as social media and digital marketing, have changed the way companies engage with consumers?    Support your answer with real-life examples as applicable. (5 Marks)

Ans 3a.

Introduction

In today’s digital-first world, modern marketing approaches like social media and digital marketing have revolutionized consumer engagement. These methods offer companies the ability to interact with their audience in real time, personalize messages, and reach global customers at lower costs. Unlike

 

Q3 (B) How can companies effectively manage customer relationships to capture customer lifetime value?    Support your answer with real-life examples as applicable. (5 Marks)

Ans 3b.

Introduction

Capturing customer lifetime value (CLV) is a key objective of modern business strategies, as it focuses on maximizing the long-term profitability from each customer relationship. Effective customer relationship management (CRM) ensures that customers remain loyal, satisfied, and engaged throughout their journey. By understanding individual preferences, offering personalized services, and maintaining regular communication, companies can build trust and increase retention. Strategic use of