How often Marketing management is asked
8 of 8
papers asked it
avg 14 marks · last Oct 2019
Where it was asked
What costs marks here
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The questions
Oct/Nov 2019, Q291 mark · multiple choice
An extract from the business case 'Marketing management: Heineken and SABMiller's beer war' (Business Cases, 2nd edition) explains that Heineken also runs a similar strategy called Brewing a Better Future, which focuses on four areas: water, CO2, sourcing and responsible consumption. It further notes that Heineken and SABMiller have recently joined forces with three other beer giants to promote the versatility of beer, an evident attempt by the major global beer producers to grow generic beer consumption (primary demand) in response to new competing products such as bottled water and flavoured alcoholic beverages. Heineken's new Brewing a Better Future strategy mainly targets sustainability by trying to cut its water usage and its CO2 footprint. Which principle of the marketing concept is being addressed by this focus on sustainability and the environment?
Oct/Nov 2019, Q301 mark · multiple choice
Using the same extract on the Heineken and SABMiller beer war, recall that Heineken and SABMiller recently joined forces with three other beer giants to promote beer's versatility, an obvious attempt by the world's major beer producers to grow generic beer consumption (primary demand) in the face of new competitive products. If the satisfaction of consumer needs and demands is ignored, this can have serious financial implications for a business. Which principle of the marketing concept does this scenario illustrate?
Oct/Nov 2019, Q311 mark · multiple choice
The four marketing variables that make up the marketing mix, commonly known as the four Ps, combine to form the market offering. Decisions about how these four Ps are used result in a marketing ____ that is directed at specific consumers operating in a specific environment. Which word correctly fills the blank?
Oct/Nov 2019, Q321 mark · multiple choice
Mondi is one of the main researchers at Info Gate, an international marketing research company. Before starting a new research project, Mondi first checks whether historical data already compiled for other studies can help him achieve his research objectives. Which type of data is Mondi looking for in this instance?
Oct/Nov 2019, Q331 mark · multiple choice
At the conclusion of every research project, Mondi (the researcher at Info Gate) must 'tell the story' of the project by communicating the knowledge and findings of the study in a clear and scientific way. Which tool would Mondi use to do this?
Oct/Nov 2019, Q341 mark · multiple choice
Archie is persuaded by his girlfriend to purchase a whole range of new facial care products aimed at men. Before he can start using them, however, his girlfriend ends the relationship, and Archie discards the products without ever having used them. This scenario is an example of which type of consumer behaviour?
Oct/Nov 2019, Q351 mark · multiple choice
There are four influences that play a role in any organisational buying decision. Which one of the following options represents one of these influences?
Oct/Nov 2019, Q361 mark · multiple choice
Hashim, the marketing manager of Pens Galore, has noticed steadily declining sales and suspects that the company's pens are being marketed to the wrong consumer market. He decides to restart the process by examining marketing segmentation from scratch. Given that Hashim has already identified the needs of consumers in the market, what should he do next?
Oct/Nov 2019, Q371 mark · multiple choice
Hashim also needs to remember that, for market segmentation to be meaningful, certain criteria have to be satisfied. Which one of the following options describes a requirement for meaningful market segmentation?
Oct/Nov 2019, Q381 mark · multiple choice
Cosmetic samples that are handed out to consumers represent a form of ____. Which term correctly completes this statement?
Oct/Nov 2019, Q391 mark · multiple choice
Which one of the following categories of products typically does not require much explanation before it can be sold?
Oct/Nov 2019, Q401 mark · multiple choice
In the alternative distribution channels, which combination of participants would you typically find operating in Channel 4 (four)?
Oct/Nov 2019, Q411 mark · multiple choice
The trademark 'Mont Blanc' and the specific packaging that Mont Blanc uses for its fountain pens would contribute to which level of the ____ product?
Oct/Nov 2019, Q421 mark · multiple choice
Ling is the customer service manager at Sakuro, a new departmental store that stocks Japanese products. Because customer service is central to the Japanese way of doing business, Ling is responsible for making sure that the five basic needs of customers are satisfied through the store's service offering. If Ling decides to set up a toll-free number to assist customers, which one of the five basic customer needs would she be addressing?
May/Jun 2019, Q291 mark · multiple choice
Mpho is shopping for a new motorbike and has decided to purchase the new BMW R1200 GS Adventure. The dealership from which he intends to buy the bike met his needs with speed and initiative and was able to answer all of his queries. To which dimension of service does this relate?
May/Jun 2019, Q301 mark · multiple choice
Which one of the following is a requirement for delivering exceptional service?
May/Jun 2019, Q311 mark · multiple choice
Mbulelo is employed by Nutri Health, a large pharmaceutical company, where he is responsible for arranging special events that give Nutri Health the opportunity to communicate with the public through mass media. Which type of special event is Mbulelo responsible for?
May/Jun 2019, Q321 mark · multiple choice
A deodorant advertisement claims that women will be falling all over the consumer if they use the product. This advertisement makes use of a/an ___ reason, which will be listed in the ___ of the advertisement in order to entice consumers to purchase the product. Select the pair of words that correctly completes the sentence.
May/Jun 2019, Q331 mark · multiple choice
The French fashion house Chanel deliberately restricts the number of intermediaries handling its products, granting exclusive rights to sell Chanel products within a geographical area to only a few intermediaries. Which type of market coverage does Chanel use?
May/Jun 2019, Q341 mark · multiple choice
An extract from the business case 'Marketing management: Heineken and SABMiller's beer war' (Business Cases, 2nd edition) explains that Heineken's focus has always been on Europe, where it is the largest brewer of beer. Heineken has also diversified and is today the world's largest cider producer; it is available in almost every country in the world and is recognised as the world's most valuable international premium beer brand. Given that Heineken beer is sold predominantly in liquor stores, and that liquor stores have a narrow but deep product range, liquor stores can be considered ___ stores.
May/Jun 2019, Q351 mark · multiple choice
Referring to the same extract, Heineken is recognised as the world's most valuable international premium beer brand, meaning that it has many loyal consumers. During which phase of brand loyalty would consumers refuse to accept a substitute for Heineken?
May/Jun 2019, Q361 mark · multiple choice
Referring again to the extract about Heineken being recognised as the world's most valuable international premium beer brand, which one of the following is an advantage of having a strong brand for Heineken?
May/Jun 2019, Q371 mark · multiple choice
Janika bakes cookies and rusks which she sells to family and friends for pocket money. She charges R29,99 for a small bag of cookies and R39,99 for a bag of rusks, believing that these prices make her products appear to offer better value for money than charging a round R30 or R40 respectively. Which adaptation to the final price of her cookies and rusks does Janika use?
May/Jun 2019, Q381 mark · multiple choice
Products such as laptops adhere to market price strategies. For brands such as Apple and Mac, which have successfully differentiated their products, there is some price discretion because consumers perceive these products to be unique and do not mind paying more for them. During which stage of the product-life cycle would one typically find such price decisions being made?
May/Jun 2019, Q391 mark · multiple choice
Fill in the missing term: ___ can be defined as creating a need-satisfying product or service.
May/Jun 2019, Q401 mark · multiple choice
Lexus cars are advertised in prestigious magazines and sold at exclusive dealerships at a much higher price than that of the Toyota RAV4. This situation represents the ___.
May/Jun 2019, Q411 mark · multiple choice
Which one of the following types of research would be chosen if a company needs to conduct problem-identification research?
May/Jun 2019, Q421 mark · multiple choice
The various brands of beer marketed by SABMiller include Castle Lager, Castle Light, Carling Black Label and Hansa Pilsner, to name a few. The packaging for these various brands is very similar, with only the individual labels being different. SABMiller is making use of ___ packaging.
Oct/Nov 2018, Q291 mark · multiple choice
Lux, Dove and Knorr are all products sold through Unilever. However, each product has its own distinct marketing communication strategy aimed at a specific target market. What type of brand would Lux, Dove and Knorr represent?
Oct/Nov 2018, Q301 mark · multiple choice
Among the alternative distribution channels, which combination of participants would you typically find in Channel 4 (four)?
Oct/Nov 2018, Q311 mark · multiple choice
Lexus vehicles are advertised in prestigious magazines and sold at exclusive dealerships for a much higher price than the Toyota RAV4. This situation illustrates which concept?
Oct/Nov 2018, Q321 mark · multiple choice
Pre-testing a questionnaire will enable a researcher to do what?
Oct/Nov 2018, Q331 mark · multiple choice
Toyota South Africa's marketing team is developing a new, affordable electric two-seater vehicle. The idea for the vehicle has already been developed and screened to assess its viability from both a marketing and a financial perspective, and unprofitable ideas have been eliminated. According to the new product development process, what should the next step be?
Oct/Nov 2018, Q341 mark · multiple choice
Read the following extract taken from the business case 'Marketing management: Heineken and SABMiller's beer war' (Business Cases, 2nd edition): SABMiller has recently introduced a branded programme with new targets for 2020 to boost its sustainability efforts. The new scheme, called Prosper, includes plans to launch new marketing campaigns encouraging 'moderate and responsible' alcohol consumption, using more global and local communications aimed at positioning beer as the 'natural choice' for responsible drinkers. By acknowledging its responsibility towards consumers through encouraging moderate and responsible drinking, SABMiller is demonstrating which principle of the marketing concept?
Oct/Nov 2018, Q351 mark · multiple choice
Continuing from the SABMiller Prosper scheme extract: the new scheme will include more global and local communications aimed at positioning beer as the 'natural choice' for responsible drinkers. This type of communication will form part of which variable of the marketing mix?
Oct/Nov 2018, Q361 mark · multiple choice
SABMiller's new Prosper scheme includes new marketing campaigns as well as more global and local communications aimed at repositioning beer as a responsible drinking choice. If SABMiller decides to use a separate marketing strategy for each target market, which market-segmentation approach would they be using?
Oct/Nov 2018, Q371 mark · multiple choice
By encouraging moderate and responsible alcohol consumption, SABMiller can potentially segment consumers based on their usage rate of beer. Which type of consumer segmentation includes usage rate as a segmentation criterion?
Oct/Nov 2018, Q381 mark · multiple choice
Tshilidzi, a recreational DJ who enjoys creating his own unique sounds, is currently shopping for a new sound system and has researched extensively which system to acquire. The Bang & Olufsen music system he has chosen is not currently available in South Africa, but at his insistence the store has special-ordered it for him. As which type of product would the Bang & Olufsen system be classified?
Oct/Nov 2018, Q391 mark · multiple choice
When choosing the packaging design of a product, the label must be carefully considered, since it differentiates the product from other similar products. This differentiation is especially important under which circumstance?
Oct/Nov 2018, Q401 mark · multiple choice
CelluX, a cellphone provider, has launched a new television advertisement depicting a cheeky seven-year-old and her loving reaction to her parents when she is presented with a new iPhone. This kind of emotional appeal is often the most important way of differentiating a product from competitors in a highly competitive market. During which phase of the integrated marketing strategy would this type of marketing communication decision be most appropriate?
Oct/Nov 2018, Q411 mark · multiple choice
Medicine is distributed through pharmacies and chemists because these outlets are considered the ideal shops to distribute it efficiently. What type of distribution does this represent?
Oct/Nov 2018, Q421 mark · multiple choice
Ling is the customer service manager at Sakuro, a new departmental store that stocks Japanese products. Since customer service is central to the Japanese way of doing business, Ling is responsible for ensuring that the five basic needs of customers are met through Sakuro's service offering. Which one of these aspects links most closely with the prices being charged at Sakuro?
May/Jun 2018, Q291 mark · multiple choice
An extract from the business case 'Marketing management: Heineken and SABMiller's beer war' states that, according to SABMiller, it has not done enough to appeal to women through its previous advertising campaigns, so it is developing lighter beers and non-alcoholic fruit-flavoured variants to exploit the shift in drinking habits and appeal to more health-conscious drinkers. By dividing consumers into gender classifications such as male and female, SABMiller is making use of which type of segmentation?
May/Jun 2018, Q301 mark · multiple choice
Referring to the same SABMiller extract, the brewer is making a deliberate effort to appeal to more health-conscious drinkers, meaning its marketing approach places emphasis on what the consumer needs. Which principle of the marketing concept does this illustrate?
May/Jun 2018, Q311 mark · multiple choice
Which term is best defined as creating a need-satisfying product or service?
May/Jun 2018, Q321 mark · multiple choice
Consider the following case study. Dumisani owns a company called Knowledge Uncapped that conducts marketing research for local businesses. One of its long-standing clients, Joe's Gym, has approached Dumisani to determine which equipment its clients would prefer to have access to at the gym. Joe and his team of fitness experts have noticed that many clients have cancelled their contracts with Joe's Gym to join a new, modern gym across the street. To retain his clients, Joe wants to upgrade his equipment, but first needs to find out what his clients want. To gather this information, Dumisani will need to compile a document that asks respondents a set of questions and is used to generate the data required to meet the research objectives. What is this document called?
May/Jun 2018, Q331 mark · multiple choice
Referring to the same Dumisani/Joe's Gym case study, during which step of conducting a survey will Dumisani make sure that all of the questions address the issue under investigation?
May/Jun 2018, Q341 mark · multiple choice
Still referring to the Dumisani/Joe's Gym case study, during which step of conducting a survey will Joe put into practice the final decisions that were reached based on the conclusions drawn from the initial questionnaire and the evaluation of the results?
May/Jun 2018, Q351 mark · multiple choice
Angie has joined the social club at her workplace. She hopes that becoming a member will lead to her being accepted by her colleagues and included in social functions. The social club can be regarded as which type of group?
May/Jun 2018, Q361 mark · multiple choice
Amanda wants to buy a microwave oven but is not at all knowledgeable about the different kinds available. She visits several stores, including Pick n Pay, Checkers and Makro, and compares various brands in terms of their suitability, quality, features and price. What type of products are microwave ovens classified as in this scenario?
May/Jun 2018, Q371 mark · multiple choice
Mercedes-Benz offers consumers the following vehicle options: passenger cars, delivery vehicles, SUVs and heavy transport vehicles. What does this illustrate about Mercedes-Benz's product offering?
May/Jun 2018, Q381 mark · multiple choice
The distinctive triangular boxes used for Toblerone Swiss Chocolates create an image of exclusivity and distinguish the chocolates from competitors on grocery store shelves. Which type of packaging is Toblerone using for its chocolates?
May/Jun 2018, Q391 mark · multiple choice
KFC operates within the quick service restaurant industry, meaning customers no longer need to sit down to eat breakfast as they would at Wimpy; instead they can get breakfast on the go through convenient drive-thrus. KFC is differentiating its breakfast product from Wimpy's breakfast product on which basis?
May/Jun 2018, Q401 mark · multiple choice
During its first week of operations, the low-cost airline Mango sold flights at the low price of R169 per one-way ticket. Which pricing adaptation did Mango use when it launched its flights?
May/Jun 2018, Q411 mark · multiple choice
During which stage of the decision-making process do consumers recall information they already have or collect relevant information from external sources?
May/Jun 2018, Q421 mark · multiple choice
External customers all have different wants, but they share five basic needs. Which one of the following is NOT considered a basic need of an external customer?
May/Jun 2015, Q291 mark · multiple choice
A young man called Joey watches a television advertisement for Heineken beer. He interprets the advert as suggesting that drinking Heineken demonstrates masculinity, and as a result he goes to the liquor store to buy a six-pack of the beer. Which one of the following individual factors of consumer behaviour is influencing Joey's behaviour?
May/Jun 2015, Q301 mark · multiple choice
Read the following extract taken from case study 11, 'South Africa's global businesses – an untold story': during a particular period, Richemont's tobacco interests contributed 75% of the company's profits, showing how important it is for the group to diversify its business interests. This also shows that cigarette sales are mostly inelastic and are insulated from the ups and downs of the international economy as well as from the worldwide campaign to ban tobacco-related products. Based on this, to establish that cigarette sales are mostly inelastic and insulated from the vagaries of the international economy, Richemont would have carried out a certain type of research, which is a type of another kind of research (fill in the two blanks).
May/Jun 2015, Q311 mark · multiple choice
Richemont decided to research the smoking habits of South Africans by conducting a survey. At which step of the research process would they reach the conclusion that South Africans keep smoking even when their discretionary income falls, thereby confirming earlier findings that cigarette sales are inelastic?
May/Jun 2015, Q321 mark · multiple choice
KFC operates within the quick service restaurant industry, meaning customers no longer need to sit down to eat breakfast the way they would at Wimpy. Instead, customers can now get breakfast on the go through convenient drive-thrus. KFC differentiates its breakfast product from Wimpy's breakfast product on the basis of a particular differentiation factor. Which one is it?
May/Jun 2015, Q331 mark · multiple choice
Brand loyalty and price sensitivity are factors used to determine a specific type of criteria for market segmentation. Which type of criteria is this?
May/Jun 2015, Q341 mark · multiple choice
Only a limited number of intermediaries hold the right to sell Jimmy Choo shoes within a specific geographical area, and these intermediaries agree not to stock competing shoe brands. What type of market coverage is being used to sell Jimmy Choo shoes?
May/Jun 2015, Q351 mark · multiple choice
In its first week of operating, the low-cost airline Mango sold flights at a low price of R169 for a one-way ticket. Which pricing adaptation strategy did Mango use when launching its flights?
May/Jun 2015, Q361 mark · multiple choice
SAB's soft drink division, Amalgamated Beverage Industries (ABI), is among the largest manufacturers and distributors of Coca-Cola brands in the southern hemisphere. SAB ensures close cooperation between ABI's marketing, operational, purchasing and other functions in pursuit of the business's mission and objectives. This reflects SAB's use of a particular principle that forms part of the marketing concept. Which principle is this?
May/Jun 2015, Q371 mark · multiple choice
Within the consumer decision-making process, which phase involves consumers applying criteria such as price, quality, performance standards and aesthetic qualities in order to judge how well a product will satisfy their needs and fit their lifestyle?
May/Jun 2015, Q381 mark · multiple choice
Shanelle enjoys shopping online, with Amazon.com being her favourite website because it allows her to purchase exclusive brands not available in South African stores. Which of the following marketing communication methods would be most effective for targeting consumers like Shanelle?
May/Jun 2015, Q391 mark · multiple choice
SAB withdrew its advertisement titled 'Grootman of Laaitie? Vra vir die volle 750ml' (translated as 'Big man or Little Boy? Ask for the full 750ml') following public outcry over its message, with consumers complaining that it linked excessive drinking to masculinity. Within the structure of the advertising message, the wording 'Grootman of Laaitie?' (Big man or Little Boy) serves as a particular element. Which element is this?
May/Jun 2015, Q401 mark · multiple choice
Lexus vehicles are advertised in prestigious magazines and sold through exclusive dealerships at a much higher price than the Toyota RAV4. This situation illustrates a particular marketing concept. Which one?
May/Jun 2015, Q411 mark · multiple choice
Thandi, a dedicated beer drinker, recently travelled through Russia and now prefers the premium Russian beer over South African beer. Although she knows she cannot buy that beer in South Africa, she refuses to accept any substitute. Which phase of brand loyalty is she progressing through?
May/Jun 2015, Q421 mark · multiple choice
During a specific phase of the integrated marketing strategy, the main objective is to create demand for the product. Which phase is this?
Oct/Nov 2014, Q291 mark · multiple choice
Nirvashni, a bride-to-be, sees an advertisement for traditional Indian bridal wear and excitedly tells her mother about it. However, she paid no attention to the advertisement for burial services that appeared straight after the bridal wear advertisement. Nirvashni's reaction shows that a particular concept plays an important role in customer behaviour. Which concept is this?
Oct/Nov 2014, Q301 mark · multiple choice
Thandi, Nomsa and Sarah are all part of a group of friends at school. As teenagers, they know that they need to conform to the group's norms to avoid being excluded. What type of group do these girls form part of?
Oct/Nov 2014, Q311 mark · multiple choice
Match the product concept in Column A with its correct description/example in Column B. Column A lists: a) core product; b) need-satisfying product; c) product image; d) formal product. Column B lists: i) the Mitsubishi Pajero has a specific identity; ii) the Rav4 has a three-year warranty and a motor plan for its first 5 years; iii) a sports utility vehicle (SUV) has four fitted tyres, a spare tyre, a 2,4 litre engine and a seating capacity for five people; iv) Lexus cars are sold only at exclusive dealerships and at a price 30% higher than the Avensis. Which option correctly matches each item?
Oct/Nov 2014, Q321 mark · multiple choice
Rebecca Molefe is the marketing manager of a large ladies' clothing enterprise called Fashion Wear. A new range of fashionable clothing has just been designed, and after market segmentation was conducted, Rebecca describes the selected/identified market segment as 'unmarried, liberal women between 18 and 28 years of age, with an income of more than R130 000 per year, and who live in the Western Cape'. Rebecca and her marketing team decide to sell the new range at a high price and to distribute it through two outlets, Boutique 4U and Boutique Michelle. Based on this scenario, which segmentation criteria were used to identify this market segment?
Oct/Nov 2014, Q331 mark · multiple choice
Using the same Fashion Wear scenario (Rebecca Molefe, the marketing manager, describes the target market as unmarried, liberal women aged 18-28 earning more than R130 000 per year and living in the Western Cape, with the new clothing range sold at a high price through Boutique 4U and Boutique Michelle), which type of pricing is Rebecca using?
Oct/Nov 2014, Q341 mark · multiple choice
Simon is an adventure sports enthusiast. After training on borrowed kayaks for over a year, he realises it is time to purchase his own. He has spoken to several of his training partners and his coach about the different brands and specifications available. While doing an online search for South African kayak producers, he came across South African entrepreneur Celliers Kruger's business called Fluid Kayaks (taken from case study 3). Fluid Kayaks are available through several dealerships as well as online, with online orders placed directly via the Fluid website (http://www.fluidkayaks.com/sa/). What is the next step in the consumer decision-making process for Simon?
Oct/Nov 2014, Q351 mark · multiple choice
KOO sells its tinned food in tins that are more or less identical in shape and size, with the only difference being the labelling. Which type of packaging does KOO use for its tinned food?
Oct/Nov 2014, Q361 mark · multiple choice
SAB's soft drink division, Amalgamated Beverage Industries (ABI), is one of the largest manufacturers and distributors of Coca-Cola brands such as Coca-Cola, Tab, Fanta and Sprite in the southern hemisphere. ABI manufactures and distributes 28 brands and 20 pack sizes of carbonated soft drinks, energy drinks, bottled water and fruit juices (taken from case study 8). Which market coverage strategy would be best for ABI to use?
Oct/Nov 2014, Q371 mark · multiple choice
Weighing up the merits of different branded products, or doubting the promises made in advertising appeals, are examples of a particular aspect of consumer behaviour. Which aspect is this?
Oct/Nov 2014, Q381 mark · multiple choice
Unisa attempts to attract prospective students by visiting various high schools on a regular basis. Handing out Unisa-branded pens and caps to students at these events is an example of which marketing activity?
Oct/Nov 2014, Q391 mark · multiple choice
Ian owns a large, international company that manufactures high-quality surfboards. Due to the nature of his business and the needs of his clients, the internet is Ian's only marketing medium. Which one of the following would Ian use as a public relations tool?
Oct/Nov 2014, Q401 mark · multiple choice
The purpose of a certain instrument is to limit, as far as possible, the physical and financial damage caused by an event, and to protect the corporate image. What is being described?
Oct/Nov 2014, Q411 mark · multiple choice
There are four phases in a product's life cycle. Match the life cycle phase in Column A with the correct marketing strategy in Column B. Column A lists: a) Introductory phase; b) Growth phase; c) Maturity phase; d) Declining phase. Column B lists: i) Intensive market coverage is used; ii) No modifications of the product are considered; iii) The target market consists of adventurous consumers; iv) Mass media is used to advertise products and services; v) A combination of personal selling and bait pricing is used. Which option correctly matches the life cycle phases with the marketing strategies?
Oct/Nov 2014, Q421 mark · multiple choice
Company Unlimited manufactures a diverse range of products for a variety of consumers. Product A is sold to quality-conscious buyers at a high price and is available at all large retail shops. Product B is sold to price-conscious buyers at a lower price, available only at certain branches of a specific retailer. Product A is a blank brand while Product B is a blank brand. Which pair of terms correctly completes the blanks (Product A, Product B)?
May/Jun 2014, Q291 mark · multiple choice
Referring back to case study 8, 'The beer war in South Africa – two multinational corporations fighting for market share', consider the following extract: SAB decided to withdraw its 'Grootman of Laaitie? Vra vir die volle 750ml' ('Big man or Little Boy? Ask for the full 750ml') advertisement after consumers complained that it linked excessive drinking with masculinity. The wording 'Grootman of Laaitie?' that formed part of this withdrawn SAB advertisement represents which element of the advertising message?
May/Jun 2014, Q301 mark · multiple choice
Still referring to SAB's decision to withdraw the 'Grootman of Laaitie?' advertisement after the outcry from consumers, this action shows that SAB was adhering to which principle of the marketing concept?
May/Jun 2014, Q311 mark · multiple choice
Vuyo owns a large store in Polokwane that is well known for its high stock turnover and its low prices. Based on this description, what type of retailer does Vuyo own?
May/Jun 2014, Q321 mark · multiple choice
DoingBusiness is a company that conducts market research for major South African businesses. Chips 'n Sticks has hired DoingBusiness to conduct research on its behalf. DoingBusiness decides to carry out the survey among 500 people aged between 30 and 40 who fall into the middle- to high-income group. This decision relates to which step in the survey research process?
May/Jun 2014, Q331 mark · multiple choice
Nooka manages a game lodge in the Northern Cape and frequently advertises the lodge's standard rooms at exceptionally low prices. However, whenever clients phone to book, they are told these rooms are always 'booked out', and they are then persuaded to book the more expensive superior rooms instead. What type of pricing strategy is Nooka using?
May/Jun 2014, Q341 mark · multiple choice
Thandi wants a pair of Diesel jeans but first considers whether she can actually afford them. This deliberation illustrates which process of consumer behaviour?
May/Jun 2014, Q351 mark · multiple choice
Lexus vehicles are advertised in prestigious magazines and sold through exclusive dealerships at a much higher price than the Toyota RAV4. This positioning illustrates which marketing concept?
May/Jun 2014, Q361 mark · multiple choice
Q Jewellery is a newly opened jewellery store in a busy shopping centre. Because the store wants to penetrate the market rapidly, its initial prices are set quite low, even though the blue and silver packaging in which the jewellery is sold is distinctively unique. Which statement correctly describes Q Jewellery's approach?
May/Jun 2014, Q371 mark · multiple choice
Consider the following scenario: after Danny's car breaks down for the third time, he decides to buy a new one. He recalls that his friend Susan had a bad experience with her Fiat, and after visiting several dealers he decides to choose between a Toyota or a Volkswagen. He compares all the information he gathered about the Toyota Yaris and the Volkswagen Polo and ultimately decides to buy the Yaris. After the purchase, he wonders if he made the right choice, but seeing new advertisements about the Yaris's features reassures him that he made the correct decision. When Danny recalls Susan's bad experience with her Fiat, what stage of the decision-making process does this represent?
May/Jun 2014, Q381 mark · multiple choice
Continuing with the scenario of Danny buying his new Toyota Yaris after comparing it with the Volkswagen Polo, the advertisements that reassure him after his purchase are directed at him during which phase of the consumer decision-making process?
May/Jun 2014, Q391 mark · multiple choice
Red Square sells internationally and nationally branded cosmetics to men and women in the middle and higher income bracket. If Red Square were to distribute samples of the new Paco Rabanne fragrance to the general public in order to introduce this new product, what would this promotional activity be known as?
May/Jun 2014, Q401 mark · multiple choice
Samantha has an impulsive personality. Whenever she feels the urge to walk into a Mr Price Home store, she ends up buying several items, usually on impulse. If Mr Price Home decided to segment its market based on customers like Samantha, which type of segmentation would it be using?
May/Jun 2014, Q411 mark · multiple choice
Thandi is an avid beer drinker who has recently travelled through Russia and now prefers the premium Russian beer over South African beer. Even though she knows she cannot buy this Russian beer in South Africa, she refuses to accept a substitute. Which phase of brand loyalty is Thandi moving through?
May/Jun 2014, Q421 mark · multiple choice
During which phase of the integrated marketing strategy does advertising rely on an emotional message to persuade consumers?
Oct/Nov 2013, Q291 mark · multiple choice
The marketing of the small Kia Picanto car may be directed at young people, with the car advertised as "trendy". However, it may also be directed at housewives as "the ideal economical second car". Which approach to market segmentation is Kia using here?
Oct/Nov 2013, Q301 mark · multiple choice
The PixPro Stationery Company decides to conduct research and use the resulting information to provide solutions to problems regarding marketing decisions. They decide to gather information about their customers by compiling a questionnaire. PixPro would like to collect information about the ______ , as this data will be used for a ______ .
Oct/Nov 2013, Q311 mark · multiple choice
From 2003 to 2011 a shift occurred in the consumption patterns of South African beer drinkers (as taken from case study 8, Business Cases). It became evident that there was growth in the middle class' preference for premium beer. As a result, SABMiller started paying closer attention to the volume of premium beer consumed by the middle class. Which type of segmentation is used here?
Oct/Nov 2013, Q321 mark · multiple choice
SABMiller often uses advertisements that portray a group of well-groomed individuals enjoying their beverages. This forms part of ______ factors and is known as ______ .
Oct/Nov 2013, Q331 mark · multiple choice
Which of the following actions would a consumer perform when buying speciality products? Consider: (a) insisting on a specific brand; (b) making the minimum of effort during the buying process; (c) collecting a good deal of product information before buying; (d) not needing to "shop around" to compare similar products.
Oct/Nov 2013, Q341 mark · multiple choice
Omo washing powder often emphasises the stain-removing power of its detergents, whereas Skip focuses on caring for the fabric fibres of expensive clothes. This difference is known as which type of differentiation?
Oct/Nov 2013, Q351 mark · multiple choice
Tebogo is investigating the development of a new running shoe that syncs with cellphones, allowing runners to communicate via their phones without having to carry them along on runs. Which one of the following will occur during phase 3 of this new product development process?
Oct/Nov 2013, Q361 mark · multiple choice
The green colour and fresh taste of Freshmint toothpaste refer to the ______ product.
Oct/Nov 2013, Q371 mark · multiple choice
The objective of an integrated marketing strategy in the maturity phase of the product life cycle is to ______ .
Oct/Nov 2013, Q381 mark · multiple choice
Heineken is recognised as the world's most valuable international premium beer brand (as taken from case study 8, Business Cases). What type of brand is Heineken?
Oct/Nov 2013, Q391 mark · multiple choice
A young man named Joey sees a TV advertisement for Heineken beer. His interpretation is that drinking Heineken demonstrates masculinity, so he goes to the liquor store to buy a six-pack of the beer. Which one of the following individual factors influences Joey's behaviour?
Oct/Nov 2013, Q401 mark · multiple choice
According to the ______ approach, organisations tried to increase the number and variety of products they produced and asked the question: "What can we do best?"
Oct/Nov 2013, Q411 mark · multiple choice
What distribution channel would a large retail business such as Pick and Pay form part of?
Oct/Nov 2013, Q421 mark · multiple choice
In terms of the marketing concept's principle of social responsibility, which two of the following statements are correct? Consider: (a) marketing management has a responsibility towards the community; (b) it is not the responsibility of marketing management to initiate sponsorship projects; (c) a sponsored event is the responsibility of the public relations department; (d) a merit of the marketing concept is that it purposely exploits consumers for higher profits; (e) a business is entitled to its profit to offset the risks involved in developing products.
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