Explain how can Godiva Ice Cream company apply societal marketing concept. (4 marks) 2. Based on the elements of bases of segmentation, describe the target market for GODIVA Ice-Cream. (6 marks) 3. Describe the factors that will influence GODIVA Ice-Cream marketing activities. (8 marks) a) TWO (2) macroenvironmental factors. b) TWO (2) macroenvironmental factors. 4. As a marketer, explain TWO (2) product elements you may consider to distinguish GODIVA Ice-Cream from other competitors (name the brands) in the market. (4 marks) 5. Advise GODIVA Ice-Cream on suitable pricing strategy if the company plan to introduce GODIVA Ice-Cream product range as ready-to-drink product. Explain. (4 marks) 6. Briefly discuss TWO (2) factors influencing of GODIVA Ice-Cream consumer buying behavior. (4 marks) 7. Explain TWO (2) functions of the packaging for GODIVA Ice-Cream. (4 marks) 8. Describe the THREE (3) elements of product variables to be offered at GODIVA Ice-Cream retail outlets. (6 marks) 9. Identify and briefly characterize the FIVE (5) stages of the product life cycle of GODIVA Ice-Cream. (10 marks) 10. Buying ice-cream involves a variety-seeking buying behavior among customers. Customer has desire to search alternative products, even if she or he is satisfied with a current product. Explain each step that a customer has to take in the process of making decisio to buy an ice-cream.

Godiva Ice Cream can apply the societal marketing concept by not only focusing on satisfying customer needs but also considering the long-term interests of the company and society. They can do this by promoting sustainable practices, supporting local communities, or contributing to social causes.

The target market for Godiva Ice Cream could be adults with a high income who value luxury and indulgence. This is based on demographic, psychographic (lifestyle and personality), and behavioral (loyalty status, usage rate) segmentation.

Factors influencing Godiva Ice Cream's marketing activities could include:

a) Macroenvironmental factors like economic conditions (recession or boom) and cultural trends (health consciousness).

b) Microenvironmental factors like competition (other luxury ice cream brands) and suppliers (availability and cost of high-quality ingredients).

To distinguish Godiva Ice Cream from competitors like Häagen-Dazs or Ben & Jerry's, a marketer could focus on its unique product elements such as its Belgian chocolate flavor and luxurious packaging.

If Godiva plans to introduce a ready-to-drink product range, a premium pricing strategy could be suitable. This would maintain its luxury image and cater to its target market who are willing to pay more for high-quality, indulgent products.

Two factors influencing Godiva Ice Cream's consumer buying behavior could be social factors (influence from friends or family) and psychological factors (perception of the brand as luxurious and high-quality).

The packaging for Godiva Ice Cream serves to protect the product and to attract customers. It communicates the brand's luxury image and provides information about the product.

The three elements of product variables to be offered at Godiva Ice Cream retail outlets could be product variety (different flavors and sizes), product quality (high-quality ingredients and taste), and product design (luxurious and attractive packaging).

The five stages of the product life cycle of Godiva Ice Cream could be: Introduction (launch of the product), Growth (increase in sales and customer base), Maturity (sales peak), Decline (sales decrease), and Revival or Discontinuation (product is either revived with new features or discontinued).

The process of making a decision to buy an ice cream involves several steps: need recognition (realizing the desire for ice cream), information search (looking for different ice cream brands), evaluation of alternatives (comparing Godiva with other brands), purchase decision (deciding to buy Godiva), and post-purchase behavior (feeling satisfied or dissatisfied with Godiva).