Trimester 2 – 2020
|ID number||Signature and Date|
|Subject||Foundations of Marketing: FOM 101|
|No. of pages including cover sheet and blank page||03|
|Total marks in exam||100||% OF FINAL GRADE||40%|
|1. Long Answer Questions from Section 1 Provided||40%|
|2. Long Answer Questions from Section 2 Provided||20%|
|3. Long Answer Questions from Section 3 Provided||40%|
Section 1 (Answer all the three questions below)
Question 1 (10 marks)
What are the main components of a SWOT analysis and a PEST analysis
(or PESTEL / PESTLE / PESTDC). What are the main differences between the two types of analysis?
Question 2 (10 marks)
Using an example of a product or service of your choice conduct either:
Question 3 (20 marks)
Your client is keen to open a new fitness business, UniFit-30. It is aimed at University students, and consists of short 30 minute workout routines. A team of fitness experts would utilise the existing facilities offered by Universities and Colleges to offer students specialised fitness training (such as boxing, cardio, pilates, etc).
You have been approached to help with their marketing plan.
What would you recommend for each main element of the 4P’s?
Section 2 (Answer the question no: 04)
Question 4 (20 marks)
Section 3 (Answer all three questions below)
A large food delivery company, Hello Fresh, is planning to launch a new range of fresh pasta and sauce meals using the brand name Prego Pasta. It will be distributed directly through the Hello Fresh website and through distribution channels including delis and gourmet food grocery stores.
The broad target market is best described as “busy and active men and women aged 30-50 in inner city suburbs, who want fresh, fast, high quality pasta meals, without the hassle of making the pasta from scratch”. The Marketing Manager is planning an extensive promotional campaign to support the launch.
Question 5 (10 marks)
Construct a fully labelled diagram of the Product Life Cycle and indicate which stage Prego Pasta would be in.
Question 6 (20 marks)
You have been asked to develop a promotional plan which will encompass advertising, sales promotion, personal selling and public relations. The major promotional objectives will be to create awareness of Prego Pasta brand and convince the target audience to try the product.
Question 7 (10 marks)
How might your promotional strategies and activities of deli and gourmet food grocery distribution channelsdiffer between the business market (B2B) and the consumer market (B2C)?
END OF EXAM