Foundations of Marketing exam

Trimester 2 – 2020

1. This is a Take-home exam. Text books, dictionaries and notes are allowed in the exam.
2. This is an individual exam. You must not speak to other students or look at others work.
3. Create a new word documentand on top of the first page type yourStudentID_FirstName_LastName_Lecturer’s Name_T2 2020.
4. Do NOT rewrite the question in your exam answers. Just write the number of the question.
5. The typed answers must need to be submitted in Turnitin in Moodle within the 24 hours of the given timeframe.

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:

1. a) a brief SWOT analysis or
2. b) a brief PESTEL analysis.

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)

• What are the four types of market segmentation?
• Using examples of products or services of your choice, outline the four types of segmentation.
• What is positioning?
• Using an example of your choice, explain positioning for a product or service of your choice?

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.

• Describe the promotional element/s that you would consider critical in meeting your promotional objectives, and indicate why you have chosen them.
• Give specific examples of how you would apply (i.e. how do you intend on implementing) your suggestions in a ‘real world’ setting.

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