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ASSIGNMENT 1ST SEMESTER
:
PRINCIPLES OF MARKETING
(M1)
MARKETING 1 (MAR101)
CHAPTERS COVERED
:
CHAPTERS 1 - 6
DUE DATE
:
3:00 p.m. 19 MARCH 2013
TOTAL MARKS
:
100
MATERIAL SUPPLIED
:
ANSWER SHEET
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 contributed by 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. Students who exceed the word limit may find that only part of the
submitted assignment will be marked.
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 19 March 2013. Late assignments will be
accepted, but 25 marks will be deducted from the maximum mark, if received after 3:00 p.m.
on 19 March 2013 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, 3 May 2013.
Assignment: 1st Semester 2013
© IMM Graduate School of Marketing
M1 / MAR101
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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 the 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.
Assignment: 1st Semester 2013
© IMM Graduate School of Marketing
M1 / MAR101
Page 3 of 7
ANSWER ALL FIVE (5) QUESTIONS
QUESTION 1 Multiple choice
[20]
Indicate your answers to each of the following questions on the answer sheet
provided. Each answer is worth two (2) marks. For each question 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
In market research there are two basic types of data – primary data and
secondary data. Which one of the following describes good examples of
external sources of primary data?
A.
B.
C.
D.
E.
1.2
Which of the growth strategies contained in Ansoff’s Matrix seems to carry the
most risk?
A.
B.
C.
D.
E.
1.3
Market penetration
Market development
Product development
Diversification
B and C above.
The product concept represents the product value package of the business,
which encapsulates all the attributes being offered to consumers. Which if any
of the following elements are most likely to be included in the product
concept?
A.
B.
C.
D.
E.
1.4
Consumers, competitors, suppliers
Trade magazines, government statistics, sales records
Internet, trade associations, customers
Customer complaints, retailers, consumers
None of the above.
Product image, customer service, branding, packaging
Core product, augment product, product image, tangible product
Tangible product, intangible product, product price, product image
Core product, guarantees, sales service
None of the above.
Primary data refers to
A.
B.
C.
D.
E.
information that already exists.
data found in government statistics.
data collected through original research.
data obtained exclusively through the Internet.
data collected on an annual basis.
Assignment: 1st Semester 2013
© IMM Graduate School of Marketing
M1 / MAR101
Page 4 of 7
1.5
Rogers’ Innovation Adoption Model identifies various categories of consumers,
according to their readiness to try new products or innovation. Which of the
following best describes the typical ‘early majority’ category?
A. Adventurous, keen and eager to try something new.
B. They do not like change, are conservative and suspicious of new things.
C. They are sceptical and will only adopt the product when many others have
tried it.
D. They are cautious consumers preferring to adopt only after the product has
proved successful.
E. They are well educated and often opinion leaders in their communities.
1.6
Which of the following is typical of probability sampling methods?
A.
B.
C.
D.
E.
1.7
Durable products are
A.
B.
C.
D.
E.
1.8
products that are very expensive.
the same as convenience products.
also known as prestige products.
products such as stoves and fridges.
None of the above.
Sampling falls under which category of the promotion/communication effort?
A.
B.
C.
D.
E.
1.9
Complex random sampling
Level one random sampling
Stratified random sampling
Quota sampling
All of the above.
Advertising
Sales promotion
Public relations
Personal selling
Direct marketing
LSM groups 1 to 3 would reflect which of the following characteristics?
A. High income, driver of a motor car, having a home with telephone, TV,
fridge, PC, higher education
B. Middle income, urban, matric education, active/sporting
C. Lower incomes, low level education, more rural and traditional lifestyle,
basic facilities
D. Upper incomes, expensive home and cars, jet-set lifestyle, holidays
overseas
E. Females, younger and better educated, full time employment
Assignment: 1st Semester 2013
© IMM Graduate School of Marketing
M1 / MAR101
Page 5 of 7
1.10
Marketing segmentation is generally considered to involve 4 levels. Which of
the following represents the four levels of marketing segmentation?
A. Macro-marketing; micro-marketing; selected marketing; progressive
marketing
B. Micro-marketing; segment marketing; niche marketing; mass-marketing
C. Mass-marketing; macro-marketing; micro-marketing; segment marketing
D. Segment marketing; macro-marketing; niche marketing; micro-marketing
E. None of the above.
QUESTION 2
2.1
[20]
Write short notes using your own words to describe ‘market segmentation’ and
‘market targeting’.
(5)
And SHOW how application of these concepts helps to make marketing more
effective.
(5)
2.2
In your own words explain your understanding of the marketing concept.
(NOT ‘marketing’) (See 4.3 below)
(5)
2.3
Explain briefly what is meant by the term ‘marketing mix’.
(5)
QUESTION 3
3.1
3.2
[25]
‘Profit’ is the amount left once all costs and expenses have been deducted
from all income.
Show how some part of profit can be used
a) to make the company more effective and competitive.
(5)
b) to improve the social well-being of communities (CSI/CSR).
(5)
“Surely customer centricity is the same as customer value?”
(8)
Agree or disagree with this statement, giving your reasons and explain clearly
what is meant by each of the terms used.
3.3
Write short notes to show your understanding of the meaning of ‘the social
responsibility of marketing’. Use examples to illustrate.
(7)
(DO NOT confuse this with corporate social investment or corporate social
responsibility) (See 3.1.b above)
Assignment: 1st Semester 2013
© IMM Graduate School of Marketing
M1 / MAR101
Page 6 of 7
QUESTION 4
[20]
Write short notes of 5-6 lines to show your understanding of the following terms used
in marketing:
4.1
Economic environment
(5)
4.2
Psychographics
(5)
4.3
Marketing (NOT the marketing concept) (See 2.2 above)
(5)
4.4
Focus groups (as used in marketing research)
(5)
QUESTION 5
[15]
5.1
Identify and discuss the marketing research process, ensuring that you include
all the elements/stages of the process.
(10)
5.2
Provide example(s) to show your understanding and your ability to apply what
you have learned about the marketing research process.
(5)
ASSIGNMENT TOTAL: 100
Assignment: 1st Semester 2013
© IMM Graduate School of Marketing
M1 / MAR101
Page 7 of 7
ANSWER SHEET
(DETACH THE ANSWER SHEET AND INCLUDE IT WITH YOUR ASSIGNMENT)
ASSIGNMENT:
PRINCIPLES OF MARKETING (M1/MAR101)
DATE:
19 MARCH 2013
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
SELECTED ANSWER
Assignment: 1st Semester 2013
© IMM Graduate School of Marketing
M1 / MAR101