1. Do ethics really concern customers? Critically discuss.
2. ‘Books are software now’ says Harper Collins UK’s digital director Nick Perrett. He believes the way we purchase, read and respond to books is being radically altered by technology. Critically evaluate this statement by contextualising your argument to the 4 p’s of the marketing mix.
3. ‘Consumption is in some sense inextricably linked to personal and collective identity’ Jackson (2005). Critically evaluate the above statement through the lens of brand management.
4. Critically evaluate how the impact of Social Media (Web 2 technologies) challenges and supports established marketing theories related to advertising and promotion.
5. Most companies are now interested in building long term relationships with a customer. Critically assess the advantages and disadvantages of relationship marketing from the perspective of both a consumer and business.
Question 6
Word-of-mouth is often said to be the oldest form of marketing communication, and online social media the newest. Both tools, though have many similarities: indeed, social media marketing is sometimes described as Virtual Word-of-Mouth.
What are the characteristics of social media and word-of-mouth that are important to marketers? To what extent are social media able to overcome the limitations of word-of-mouth? Use examples where appropriate to explain your answer.
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