Marketing and Financial Services – Commenting on the internal
Monash University Marketing and Financial Services Questions
Question 1: Commenting on the internal capability review process, a marketing consultant claimed that he had ‘never seen such a review that speaks so glowingly about the ability of the company, even though in many cases the company was being outperformed by its competitors’. What can be done to stop this type of bias occurring? (10 marks)
Question 2: In considering Porter’s Five Forces model, a CEO of a prominent financial services company argued that information technology and government regulatory forces should be included, as these forces shape the nature and size of the financial services industry. Do you agree? Explain your view. (10 marks)
Question 3: Are outdated concepts and tools such as the product life cycle, product portfolio models, marketing warfare or Porter’s concept of competitive advantage useful or harmful for developing marketing strategies? (10 marks)
Question 4: What is the difference between the way BMW, Mercedes-Benz, Audi and Lexus attempt to position their brands? Construct a perceptual map to support your discussion. (10 marks)
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