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.
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.
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?
1.2 Which of the growth strategies contained in Ansoff’s Matrix seems to carry the
most risk?
A. Market penetration
B. Market development
C. Product development
D. Diversification
E. B and C above.
1.3 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. Advertising
B. Sales promotion
C. Public relations
D. Personal selling
E. Direct marketing
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
QUESTION 2 [20]
2.1 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. (5)
(NOT ‘marketing’) (See 4.3 below)
2.3 Explain briefly what is meant by the term ‘marketing mix’. (5)
QUESTION 3 [25]
3.1 ‘Profit’ is the amount left once all costs and expenses have been deducted
from all income.
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)
QUESTION 4 [20]
Write short notes of 5-6 lines to show your understanding of the following terms used
in marketing:
4.3 Marketing (NOT the marketing concept) (See 2.2 above) (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)
ANSWER SHEET
(DETACH THE ANSWER SHEET AND INCLUDE IT WITH YOUR ASSIGNMENT)
QUESTION
SELECTED ANSWER
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