Singapore University of Social Sciences MKT202_JUL_2019_Exam Paper.done-QUESTIONS AND ANSWERS

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MKT202 Examination – July Semester 2019 Marketing Management Wednesday, 20 November 2019 10:00 am – 12:00 pm ___________________________________________________________________________________... _ Time allowed: 2 hours ____________________________________________________________________________________ INSTRUCTIONS TO STUDENTS: 1. This examination contains THREE (3) questions and comprises SEVEN (7) printed pages (including cover page). 2. You must answer ALL questions. 3. All answers must be written in the answer book. 4. This is a closed-book examination. At the end of the examination Please ensure that you have written your examination number on each answer book used. Failure to do so will mean that your work cannot be identified. If you have used more than one answer book, please tie them together with the string provided. You must answer ALL the questions. (Total 100 marks) Question 1 Jewel Changi Airport to open on April 17 with 280 shops and F&B outlets The much-anticipated Jewel Changi Airport, with more than 280 shops and food and beverage outlets, will open its doors to the world on April 17. Before the opening, a public preview with 500,000 free tickets will be held from April 11 to 16 for Singapore residents eager to be among the first to see the 10-storey development. Visitors can shop and dine at more than 90 per cent of Jewel's shopping and dining outlets, which will be open. The only area that will be off-limits, for now, is a 14,000 sq m Canopy Park - the size of 11 Olympic-size swimming pools - located on the top floor of Jewel Changi Airport. The park will feature a 50m-long suspended bridge with a glass flooring that will allow visitors to look down at the greenery below; a 250m-long bouncing net, suspended 8m or three-storeys above ground; and play attractions including mazes and slides. Visitors will be spoiled for choice by the range of shopping and dining outlets. Among the highlights include the largest Nike store in South-east Asia, and anchor tenants Marks & Spencer, Muji, Zara, Uniqlo, Shaw Theatres with Imax and FairPrice Finest. New food and beverage outlets include Five Spice, a food court operated by Food Junction, which will feature over 10 local brands; fast food chains A&W and Shake Shack as well as Swiss chocolatier Laderach and Norwegian seafood restaurant Pink Fish are others to look out for. When Jewel opens, travellers will be able to access an early check-in lounge serving passengers of 26 airlines, including Singapore Airlines, SilkAir and Scoot. Other aviation facilities include integrated ticketing and baggage services for fly-cruise and fly-coach transfers, all of which will improve the travel experience of travellers. Jewel, with its distinctive dome-shaped facade made of glass and steel, is designed by architect Moshe Safdie, well-known for his iconic Marina Bay Sands integrated resort. The highlights include a five-storey garden with 2,500 trees and 100,000 shrubs, with two walking trails, and a 40m-high Rain Vortex - the world's tallest indoor waterfall. Examination – July Semester 2019(a) Describe one (1) macroenvironment trend each under socio-cultural and technological forces that would impact on the success of Jewel Changi Airport. (8 marks) Socio-cultural, new trends are always emerging and so are Singaporeans are the world by nature, as Jewel is a new terminal and mall located in Changi Airport, Singaporeans will be eager to be the first to visit this new mall. The trend to experience new things first are one of Singapore’s cultural trend, which through visiting each Singaporean will give their word of mouth feedback towards their peers, family, co-workers, and more. So Jewel have to manage the crowd control of the first public preview or else the first visiting people will have a pleasant experience and therefore this can cause them to be frustrated and therefore giving a bad review to their peers as they were not able to experience much due to the heavy crowdi [Show More]

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