cameroon gce advanced level 2025 marketing skills 2
cameroon gce advanced level 2025 marketing skills 2
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1. Marketing in the world has evolved significantly, from the early societies of trade by barter to the modern-day marketing strategies we see today. This evolution is largely influenced by the marketing environment, which can directly or indirectly affect a company’s decisions or activities. Additionally, the rise of basic consumer rights has ensured that businesses adhere to appropriate criteria when segmenting their products in the marketplace.
(a) Explain the different marketing eras and their significance to modern marketing. (5 marks)
(b) Identify and discuss four key factors in the external marketing environment that influence a business’s decisions. (6 marks)
(c) Describe and explain the four basic consumer rights in the context of a business’s marketing strategy. (6 marks)
(d) Propose and justify four criteria that should be used for successful market segmentation. (8 marks)
2. MADAR OMO detergent, a well-established brand, has recently faced intense competition in the detergent industry. Despite its strong reputation for quality and effectiveness, it has seen a decline in sales due to the rise of cheaper alternatives like Mama Africa, Viva, and Ozil. The company is struggling to reposition its product in the market and despite its efforts, consumers remain hesitant to adopt the product. The company has decided to revisit its marketing planning process, marketing mix, and other key factors within the organisation, including the use of a perceptual map to position its products relative to competitors and in line with consumer protection.
(a) Explain the concept of the marketing mix and suggest how MADAR OMO can combine these variables to meet customer expectations effectively. (5 marks)
(b) Advise MADAR OMO on a strategic marketing planning process to revitalise the brand and boost product adoption. (8 marks)
(c) Contrast consumer buying behaviour and consumer protection in the context of MADAR OMO’s market challenges. (8 marks)
(d) Examine how MADAR OMO can use a perceptual map to reposition its product and enhance its competitive position. (4 marks)
3. First Trust Bank, a financial institution with operations across several African countries, has ventured into international markets. To differentiate itself from competitors, it has introduced innovative services such as mobile banking, online banking and agency banking. The bank has also incorporated a modern sales technique and a dynamic sales team, which play crucial roles in its marketing strategy, especially in identifying internal strengths and weaknesses.
(a) Examine four reasons why First Trust Bank might choose to expand internationally and how this decision impacts its marketing strategy. (6 marks)
(b) Identify and analyse the key determinants of service quality at First Trust Bank. (8 marks)
(c) Discuss the role of a sales team in an organisation and outline two methods to monitor and control their effectiveness. (6 marks)
(d) Describe THREE essential components of a marketing plan and explain their relevance to First Trust Bank’s strategy. (5 marks)
4. Inflation in Cameroon has led to fluctuating prices of goods and services, affecting consumer spending and increasing market uncertainty. This has resulted in negative customer experiences, prompting businesses to improve service quality and customer care. A focus on relationship-building between buyers and sellers has become essential for promoting customer loyalty.
(a) Discuss how marketing can influence a firm’s success in a fluctuating economic environment, such as in Cameroon. (6 marks)
(b) Describe FOUR practical ways in which businesses can improve service quality and customer care in light of current economic challenges. (8 marks)
(c) Identify the steps in a selling process and explain how they can lead to improved customer experiences. (6 marks)
(d) Discuss ONE relationship marketing approach that can enhance customer retention and loyalty in the current market environment. (5 marks)
