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1. Assume you are producing and selling leather shoes. Customers complain the lack of creativity, consistency, uniformity and quality in your product.

a) Explain how you segment, target the market and position the product.

b) Develop the marketing mix strategies (include product, price, place and promotion strategy)

2. Assess the marketing philosophy of commercial banks in Ethiopia. Which of the philosophies discussed do you think is adapted by the bank? Substantiate your answer with clear evidence. What the company should to appeal to the customers?

3. Identify and briefly describe four trends in the macro/marketing environment that will have or recently had an influence on the selected industry. For each of the trends you have to:

a) Briefly explain the trend.

b) Describe the impact of trend on the selected industry.

c) Highlight the implication that the trend has on the marketers in the chosen industry.

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