Download sample mcd 2050 - Amazon Web Services

1.
Define the terms primary and secondary data. List the advantages and limitations of each with examples.
1. Primary data are information collected for current research purpose that can be gathered through observational
research, survey or experimental. Usually primary data are more expensive, valid, reliable, and match. It is also
more time consuming
1. Qualitative: exploratory/descriptive
1. Focus group
2. Depth interviews
3. Observation
2. Quantitative
1. survey/descriptive
1. Self completion
2. Interview conduct
2. experimental/causal
2. Secondary data are information that already exist somewhere, having been collected for another purpose.
Despite for its easy cost to obtain, information may not always be reliable or valid in term of time.
1. Internal: some are ready to use but some need further processing GPFR
2. External: published materials, syndicates services, computerised databases
2. What is an intermediary, list all types, provide a description of one with the use of an example.
Firms that help organisation to promote, sell and distribute its good to final buyers
1. resellers: distribution channel firms that help organisation to find customer/make sales to them myer
2. physical distribution firms: warehouse, transportation or other firms, that help organisation to stock or move
goods from their point of origin to destination fedex
3. marketing services agencies: marketing research, advertising, media firms, marketing consultants or other
service providers that help organisation to target and promote its products to the right market
4. financial intermediaries: bank, credit companies, insurance companies, other business that help finance
transactions or insure against the risk associated wight he buying and selling of goods commonwealth
Promotion
16. Draw, label and discuss the communication process model (not marketing process)
2 encoding
1 sender
3 message
5 decoding
6 receiver
4 media
9 noise
8 feedback
Sender’s field of experience
1.
2.
3.
7 response
Receiver’s field of experience
sender: the part who send message
encoding: translate idea into message which is accessible for target audience using symbols, signs,
languages
message: set of symbols that sender transmits
4. media: communications channels selected
5. decoding: process where receiver interpret message
6. receiver: the party who receive message
7. response: reaction of receivers after being exposed to message (idle, etc)
8. feedback: receivers response communicated back to sender
9. noise: anything that distorts/disrupts message
17. define the term IMC, list and describe all promotion tools/ promotion mix that an organisation cam
implement
The concept of a company carefully integrating and co-ordinating its online and offline communication channels to
deliver a clear, consistent and compelling message about the organisation and its product
1. advertising which is any paid form of non-personal presentation promotion of ideas, good or services by an
identified sponsor
2. sales promotion: short term incentives to encourage the purchase or sale of a product/service to stimulate
demands
3. personal selling: personal presentation by the firm’s sales force to make sales and build customer relationships
4. public relation to build a good relation with company publics (good publicity). This tool is efficient if
communicated as news rather than advertisements
5. direct marketing: direct connections with carefully targeted individuals consumer to obtain immediate
response and cultivate long lasting relationship with customers.
18. compare and contrast with these use of examples the push and pull communication mix strategy
Push-marketing communication directly to middlemen, then middlemen buy your product and resell
Coke give woolworth discount if buy in bulks
producer marketing activities
Producers
Reseller marketing activities
Retailers &
Wholesalers
Consumers
Pull-do ads directly consumer, demand will become high so retailers will buy from us
Coke put advertisements
Producers
Retailers &
Wholesalers
Consumers