2009 semester 1 - imm
Page 1 of 7
ASSIGNMENT 2ND SEMESTER :
PRINCIPLES OF MARKETING (M1) MARKETING 1 (MAR101)
CHAPTERS COVERED
:
CHAPTERS 1 - 6
DUE DATE
:
3:00 p.m. 16 AUGUST 2011
TOTAL MARKS
:
100
INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS The complete ‘Instructions to Students for Completing and Submitting Assignments’ must be collected from any IMM GSM office, the relevant Student Support Centre or can be downloaded from the IMM GSM website. It is essential that the complete instructions be studied prior to commencing your assignment. The following points highlight only a few important notes. 1.
You are required to submit ONE assignment per subject.
2.
The assignment will contribute 20% towards the final examination mark, and the other 80% will be made up from the examination, however, the examination papers will count out of 100%.
3.
Although your assignment will contribute towards your final examination mark, you do not have to earn credits for admission to the examinations; you are automatically accepted on registering for the exam.
4.
Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname, student number and subject at the top of each page.
5.
The IMM GSM requires assignments to be presented in a typed format, on plain A4 paper. Unless otherwise specified, this assignment must be completed within a limit of 1500 words, excluding the bibliography.
6.
A separate assignment cover, which is provided by the IMM GSM, must be attached to the front of each assignment.
7.
Retain a copy of each assignment before submitting, in case the original does not reach the IMM GSM.
8.
The assignment due date refers to the day up to which assignments will be accepted for marking purposes. The deadline is 3:00 p.m. on 16 August 2011. Late assignments will be accepted, but 25 marks will be deducted from the maximum mark, if received after 3:00 p.m. on 16 August 2011 and up to 5:00 p.m. the following day, after which no assignments will be accepted.
9.
If you fail to follow these instructions carefully, the IMM Graduate School of Marketing cannot accept responsibility for the return of the assignment. It may even result in your assignment not being marked.
Results will be available on the IMM GSM website, www.immgsm.ac.za, on Friday, 7 October 2011.
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
Page 2 of 7
SPECIFIC INSTRUCTIONS: This is an ‘open-book’ assignment and is set to test your understanding of the concepts and principles involved. You will be penalised for copying the work of fellow learners, or simply copying passages from the textbook, study notes or other texts. Be aware that doing this is plagiarism! It is only when you use your own words that the markers are able to establish whether you have understood the concepts outlined in the study notes. The markers are then in a better position to offer you constructive feedback. Students are reminded that this is an individual effort and group submissions will be penalised. Answer ALL questions. Presentation marks are not awarded. Examiner’s Advisory Note: This first year subject forms the very foundation for your future studies in a course with the specific outcome of preparing you to become a successful marketing practitioner. As you have probably discovered by now, marketing is the blending of the scientific disciplines with the artistic field of creativity. With this in mind, this assignment is based on your textbook theory, but is extended to incorporate marketing in the world we live in by asking you to refer your knowledge to marketing activities which are encountered in our everyday lives. This is so that you start, at this early stage, to find practical uses for the theory you are learning, so please give this aspect of the question paper the attention it deserves. Please note, also, that answers which are simply extracts from the textbook are NOT ACCEPTABLE as this does not contribute to YOUR understanding of the topics. Apart from the ‘essay-type’ questions, the paper includes ‘short-answer’ questions. These are especially selected to broaden the spectrum of topics examined. As the multiple choice questions WILL be included in your final exam, you are advised to pay serious attention to them. Furthermore, it is in your own interest to work through these questions without any ‘outside’ assistance if you are to gain the optimum benefit. (In past assignments, some students have collaborated to gain maximum marks in these areas, only to be very disappointed when similar marks are not obtained in the critical final exam.) As a final tip, please remember that the multiple choice questions call for the MOST correct alternative. This is not necessarily the first possibly correct solution, so give each alternative careful consideration before making your decision. The prescribed textbook is: Strydom, J. (ed) 2010. Introduction to Marketing. 4th edn. Juta.
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
Page 3 of 7
QUESTION 1 Multiple choice
[24]
Indicate your answers to each of the following questions on the answer sheet provided. Each answer is worth two (2) marks. For each section below select the MOST APPROPRIATE answer from the choices given. Mark your answers with an X in the correct block on the ANSWER SHEET on page 7. 1.1
Which of the following statements about customer value is true? A. Customer value is the difference between the benefits a customer sees from market offering and the costs of obtaining those benefits. B. The greater competition, the less important customer value is. C. The sure way to achieve higher customer value is to offer a lower price. D. It is the manager’s view of customer value to offer a lower price. E. None of the above.
1.2
Which of the following is not part of Maslow’s hierarchy of needs? A. Physiological needs B. Informational needs C. Esteem needs D. Self-actualisation E. All of the above.
1.3
A SWOT analysis is an abbreviation for: A. Sales promotion, wholesalers, objectives, threats B. Social environment, weaknesses, opportunities, technology C. Strengths, weaknesses, opportunities, threats D. Strength, worth, opportunities, threats E. None of the above.
1.4
An organisation with a marketing orientation and that follows the well-known marketing concept has at least three main characteristics. Which of the following most appropriately identifies/describes the three (3) main characteristics? A. Product quality, reduced operating costs, long production runs B. Relationship marketing, customer referrals, cheaper finance C. Customer needs focus, integrated team approach, social responsibility orientation D. Big advertising budgets, innovative ideas, strong financial management E. Focus on direct marketing, Internet usage, and penetration pricing
1.5
Niche marketing refers to A. micro marketing. B. identification and targeting of a small group of potential consumers with a very specific need. C. shot-gun approach to segmentation. D. segmentation of very expensive product categories. E. None of the above.
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
Page 4 of 7
1.6
Which of the following form part of the product concept? A. The tangible product B. Augmented product C. Product image D. Core product E. All of the above.
1.7
A marketing analyst for a chicken processor reports that a rising percentage of people are eating chicken because it has less fat than beef. Clearly, this firm’s opportunities may improve with this change in the A. technological environment. B. cultural and social environment. C. economic environment. D. political and legal environment. E. competitive environment.
1.8
When doing ‘positioning’, a marketing manager should A. avoid targeting strategies. B. focus on specific product features of all generic competitors. C. rely on how customers think about proposed and/or existing brands in the market. D. plan physical product changes rather than image changes. E. All of the above.
1.9
The managerial process of developing and maintaining a match between resources of an organisation and its market opportunities is called A. management by objective. B. marketing programming. C. marketing strategy planning. D. strategic (management) planning. E. market planning.
1.10
Undifferentiated marketing is also described as A. concentrated marketing. B. rifle-shot marketing. C. mass marketing. D. product focus marketing. E. communications-driven marketing.
1.11
The product life cycle consists of the following elements in their specific order: A. Introduction, growth, maturity, decline B. Introduction, maturity, decline, growth C. Decline, introduction, growth, maturity D. Maturity, decline, growth, introduction E. Growth, introduction, decline, maturity
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
Page 5 of 7
1.12
Trying to balance the interests of people who want to drink beer and the dangers of drunk driving is an example of A. the role of a central market. B. subsistence marketing. C. political action. D. the macro-micro dilemma. E. the change process in marketing.
QUESTION 2 2.1
[20]
Attitudes can be positive, negative, or indifferent, regarding a product, idea, event… Briefly explain ‘attitudes’ in context of marketing of a product, and at least three (3) ways in which a marketer can influence customer or consumer attitudes. (7)
2.2
There are four general types of competition or competitive market structures. Identify the four (4) types and write notes to show your understanding of each of them. (8)
2.3
In the consumer adoption process a consumer will usually move through five stages in making a decision about whether or not to purchase a specific product. Identify the five (5) stages. (5)
QUESTION 3
[20]
3.1
Provide your own definition of marketing.
(4)
3.2
Explain how the ‘marketing concept’ should guide organisations.
(6)
3.3
Explain what is involved in > marketing planning > marketing evaluation and control.
(5) (5)
QUESTION 4
[16]
Write short notes to show your understanding of each of the following terms used in marketing. Where possible, use examples to illustrate your answer. 4.1 4.2 4.3
Early adopters Secondary data Geographic segmentation
Assignment: 2nd Semester 2011
(5) (5) (6)
© IMM Graduate School of Marketing M1/ MAR101
Page 6 of 7
QUESTION 5
[20]
5.1
Give a good, comprehensive definition of ‘consumer behaviour’.
5.2
Computer-assisted surveys have become popular for collecting marketing research data. i) What types of computer-assisted surveys are there? Identify at least two (2) types (2) ii) What are the advantages of computer-assisted surveys? (3)
5.3
Segmentation, targeting and positioning are referred to as the STP process, which comprises six main steps.
(5)
Identify the six (6) steps as listed in Strydom (2010) and write short notes on ‘positioning’, to show your understanding of this term and how it is used in the marketing. (10)
ASSIGNMENT TOTAL: 100
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
Page 7 of 7
ANSWER SHEET (DETACH THE ANSWER SHEET AND INCLUDE IT WITH YOUR ASSIGNMENT)
ASSIGNMENT:
MARKETING 1 / PRINCIPLES OF MARKETING
DATE:
16 AUGUST 2011
QUESTION:
ONE (1)
STUDENT NUMBER:
S
QUESTION NO. 1.1
A
B
C
D
E
1.2
A
B
C
D
E
1.3
A
B
C
D
E
1.4
A
B
C
D
E
1.5
A
B
C
D
E
1.6
A
B
C
D
E
1.7
A
B
C
D
E
1.8
A
B
C
D
E
1.9
A
B
C
D
E
1.10
A
B
C
D
E
1.11
A
B
C
D
E
1.12
A
B
C
D
E
SELECTED ANSWER
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
ASSIGNMENT 2ND SEMESTER :
PRINCIPLES OF MARKETING (M1) MARKETING 1 (MAR101)
CHAPTERS COVERED
:
CHAPTERS 1 - 6
DUE DATE
:
3:00 p.m. 16 AUGUST 2011
TOTAL MARKS
:
100
INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS The complete ‘Instructions to Students for Completing and Submitting Assignments’ must be collected from any IMM GSM office, the relevant Student Support Centre or can be downloaded from the IMM GSM website. It is essential that the complete instructions be studied prior to commencing your assignment. The following points highlight only a few important notes. 1.
You are required to submit ONE assignment per subject.
2.
The assignment will contribute 20% towards the final examination mark, and the other 80% will be made up from the examination, however, the examination papers will count out of 100%.
3.
Although your assignment will contribute towards your final examination mark, you do not have to earn credits for admission to the examinations; you are automatically accepted on registering for the exam.
4.
Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname, student number and subject at the top of each page.
5.
The IMM GSM requires assignments to be presented in a typed format, on plain A4 paper. Unless otherwise specified, this assignment must be completed within a limit of 1500 words, excluding the bibliography.
6.
A separate assignment cover, which is provided by the IMM GSM, must be attached to the front of each assignment.
7.
Retain a copy of each assignment before submitting, in case the original does not reach the IMM GSM.
8.
The assignment due date refers to the day up to which assignments will be accepted for marking purposes. The deadline is 3:00 p.m. on 16 August 2011. Late assignments will be accepted, but 25 marks will be deducted from the maximum mark, if received after 3:00 p.m. on 16 August 2011 and up to 5:00 p.m. the following day, after which no assignments will be accepted.
9.
If you fail to follow these instructions carefully, the IMM Graduate School of Marketing cannot accept responsibility for the return of the assignment. It may even result in your assignment not being marked.
Results will be available on the IMM GSM website, www.immgsm.ac.za, on Friday, 7 October 2011.
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
Page 2 of 7
SPECIFIC INSTRUCTIONS: This is an ‘open-book’ assignment and is set to test your understanding of the concepts and principles involved. You will be penalised for copying the work of fellow learners, or simply copying passages from the textbook, study notes or other texts. Be aware that doing this is plagiarism! It is only when you use your own words that the markers are able to establish whether you have understood the concepts outlined in the study notes. The markers are then in a better position to offer you constructive feedback. Students are reminded that this is an individual effort and group submissions will be penalised. Answer ALL questions. Presentation marks are not awarded. Examiner’s Advisory Note: This first year subject forms the very foundation for your future studies in a course with the specific outcome of preparing you to become a successful marketing practitioner. As you have probably discovered by now, marketing is the blending of the scientific disciplines with the artistic field of creativity. With this in mind, this assignment is based on your textbook theory, but is extended to incorporate marketing in the world we live in by asking you to refer your knowledge to marketing activities which are encountered in our everyday lives. This is so that you start, at this early stage, to find practical uses for the theory you are learning, so please give this aspect of the question paper the attention it deserves. Please note, also, that answers which are simply extracts from the textbook are NOT ACCEPTABLE as this does not contribute to YOUR understanding of the topics. Apart from the ‘essay-type’ questions, the paper includes ‘short-answer’ questions. These are especially selected to broaden the spectrum of topics examined. As the multiple choice questions WILL be included in your final exam, you are advised to pay serious attention to them. Furthermore, it is in your own interest to work through these questions without any ‘outside’ assistance if you are to gain the optimum benefit. (In past assignments, some students have collaborated to gain maximum marks in these areas, only to be very disappointed when similar marks are not obtained in the critical final exam.) As a final tip, please remember that the multiple choice questions call for the MOST correct alternative. This is not necessarily the first possibly correct solution, so give each alternative careful consideration before making your decision. The prescribed textbook is: Strydom, J. (ed) 2010. Introduction to Marketing. 4th edn. Juta.
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
Page 3 of 7
QUESTION 1 Multiple choice
[24]
Indicate your answers to each of the following questions on the answer sheet provided. Each answer is worth two (2) marks. For each section below select the MOST APPROPRIATE answer from the choices given. Mark your answers with an X in the correct block on the ANSWER SHEET on page 7. 1.1
Which of the following statements about customer value is true? A. Customer value is the difference between the benefits a customer sees from market offering and the costs of obtaining those benefits. B. The greater competition, the less important customer value is. C. The sure way to achieve higher customer value is to offer a lower price. D. It is the manager’s view of customer value to offer a lower price. E. None of the above.
1.2
Which of the following is not part of Maslow’s hierarchy of needs? A. Physiological needs B. Informational needs C. Esteem needs D. Self-actualisation E. All of the above.
1.3
A SWOT analysis is an abbreviation for: A. Sales promotion, wholesalers, objectives, threats B. Social environment, weaknesses, opportunities, technology C. Strengths, weaknesses, opportunities, threats D. Strength, worth, opportunities, threats E. None of the above.
1.4
An organisation with a marketing orientation and that follows the well-known marketing concept has at least three main characteristics. Which of the following most appropriately identifies/describes the three (3) main characteristics? A. Product quality, reduced operating costs, long production runs B. Relationship marketing, customer referrals, cheaper finance C. Customer needs focus, integrated team approach, social responsibility orientation D. Big advertising budgets, innovative ideas, strong financial management E. Focus on direct marketing, Internet usage, and penetration pricing
1.5
Niche marketing refers to A. micro marketing. B. identification and targeting of a small group of potential consumers with a very specific need. C. shot-gun approach to segmentation. D. segmentation of very expensive product categories. E. None of the above.
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
Page 4 of 7
1.6
Which of the following form part of the product concept? A. The tangible product B. Augmented product C. Product image D. Core product E. All of the above.
1.7
A marketing analyst for a chicken processor reports that a rising percentage of people are eating chicken because it has less fat than beef. Clearly, this firm’s opportunities may improve with this change in the A. technological environment. B. cultural and social environment. C. economic environment. D. political and legal environment. E. competitive environment.
1.8
When doing ‘positioning’, a marketing manager should A. avoid targeting strategies. B. focus on specific product features of all generic competitors. C. rely on how customers think about proposed and/or existing brands in the market. D. plan physical product changes rather than image changes. E. All of the above.
1.9
The managerial process of developing and maintaining a match between resources of an organisation and its market opportunities is called A. management by objective. B. marketing programming. C. marketing strategy planning. D. strategic (management) planning. E. market planning.
1.10
Undifferentiated marketing is also described as A. concentrated marketing. B. rifle-shot marketing. C. mass marketing. D. product focus marketing. E. communications-driven marketing.
1.11
The product life cycle consists of the following elements in their specific order: A. Introduction, growth, maturity, decline B. Introduction, maturity, decline, growth C. Decline, introduction, growth, maturity D. Maturity, decline, growth, introduction E. Growth, introduction, decline, maturity
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
Page 5 of 7
1.12
Trying to balance the interests of people who want to drink beer and the dangers of drunk driving is an example of A. the role of a central market. B. subsistence marketing. C. political action. D. the macro-micro dilemma. E. the change process in marketing.
QUESTION 2 2.1
[20]
Attitudes can be positive, negative, or indifferent, regarding a product, idea, event… Briefly explain ‘attitudes’ in context of marketing of a product, and at least three (3) ways in which a marketer can influence customer or consumer attitudes. (7)
2.2
There are four general types of competition or competitive market structures. Identify the four (4) types and write notes to show your understanding of each of them. (8)
2.3
In the consumer adoption process a consumer will usually move through five stages in making a decision about whether or not to purchase a specific product. Identify the five (5) stages. (5)
QUESTION 3
[20]
3.1
Provide your own definition of marketing.
(4)
3.2
Explain how the ‘marketing concept’ should guide organisations.
(6)
3.3
Explain what is involved in > marketing planning > marketing evaluation and control.
(5) (5)
QUESTION 4
[16]
Write short notes to show your understanding of each of the following terms used in marketing. Where possible, use examples to illustrate your answer. 4.1 4.2 4.3
Early adopters Secondary data Geographic segmentation
Assignment: 2nd Semester 2011
(5) (5) (6)
© IMM Graduate School of Marketing M1/ MAR101
Page 6 of 7
QUESTION 5
[20]
5.1
Give a good, comprehensive definition of ‘consumer behaviour’.
5.2
Computer-assisted surveys have become popular for collecting marketing research data. i) What types of computer-assisted surveys are there? Identify at least two (2) types (2) ii) What are the advantages of computer-assisted surveys? (3)
5.3
Segmentation, targeting and positioning are referred to as the STP process, which comprises six main steps.
(5)
Identify the six (6) steps as listed in Strydom (2010) and write short notes on ‘positioning’, to show your understanding of this term and how it is used in the marketing. (10)
ASSIGNMENT TOTAL: 100
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
Page 7 of 7
ANSWER SHEET (DETACH THE ANSWER SHEET AND INCLUDE IT WITH YOUR ASSIGNMENT)
ASSIGNMENT:
MARKETING 1 / PRINCIPLES OF MARKETING
DATE:
16 AUGUST 2011
QUESTION:
ONE (1)
STUDENT NUMBER:
S
QUESTION NO. 1.1
A
B
C
D
E
1.2
A
B
C
D
E
1.3
A
B
C
D
E
1.4
A
B
C
D
E
1.5
A
B
C
D
E
1.6
A
B
C
D
E
1.7
A
B
C
D
E
1.8
A
B
C
D
E
1.9
A
B
C
D
E
1.10
A
B
C
D
E
1.11
A
B
C
D
E
1.12
A
B
C
D
E
SELECTED ANSWER
Assignment: 2nd Semester 2011
© IMM Graduate School of Marketing M1/ MAR101
