* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Examination Preparat..
Consumer behaviour wikipedia , lookup
Market segmentation wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Target audience wikipedia , lookup
Marketing communications wikipedia , lookup
Marketing plan wikipedia , lookup
Street marketing wikipedia , lookup
Market penetration wikipedia , lookup
Neuromarketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Product planning wikipedia , lookup
Marketing channel wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Personal branding wikipedia , lookup
Green marketing wikipedia , lookup
Target market wikipedia , lookup
Advertising campaign wikipedia , lookup
Global marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Examinations Preparation EXAMINATION PREPARATION JUNE 2016 MARKETING MANAGEMENT Paper Structure PAPER STRUCTURE AND MARK ALLOCATIONS Paper Structure Paper MBA TheStructure The examination paper consists of……. • SECTION A: Case study – Compulsory • SECTION B: essay questions – answer any two • Essay Questions are 30 Marks each • Time: 3 hours • Closed book examination – no learning material are allowed in the examination room It is imperative for you to have a good understanding and sound knowledge of the entire module as answers to questions can cover various aspects of the module Marks Allocation How will marks be allocated? 1. Marks will be awarded for strategic and analytical thinking 2. You are allowed to bring in different theoretical models provided you EXPLAIN /APPLY 3. Please DONOT define theoretical principles but apply it to the questions at hand. ONLY ANSWER THE QUESTION and not the subject matter. How to Answer How to approach the paper Please read the question CAREFULLY and CORRECTLY and ANSWER THE QUESTION and not the topic area. Read the question twice (2x) 1. Read the questions first before you read the case study and make notes as to what is required of you: • Discuss/evaluate/analyse/critically analyse • How many parts are there to the question • Areas to be discussed/addressed • Make little maps as to points to be discussed • Use assignment feedback form as a guide in your preparation for the exam How to Answer How to approach the paper 2. Keep each thought or issue in separate paragraphs 3. KEEP TO THE POINT.. do not waffle and write a lot of irrelevant information which will waste time 4. If you need to list or highlight factors/points etc. just list them: 1…, 2… if you need to discuss, then you must discuss the points but keep each new point in a new paragraph. Please space your work 5. Start each question on a new page 6. NO MARKS are given for defining theory Course Content COURSE CONTENT Course Content for the exam • Developing Marketing Strategies and Plans • Gathering Information and Scanning the Environment • Conducting Market Research and Forecasting Demand • Creating Customer Value, Satisfaction, and Loyalty • Analysing Consumer and Business Markets • Identifying Market Segments And Targets • Dealing with Competition • The Product and Branding • Designing and Managing Services • Pricing Strategies • Networks, Channels and Intermediaries • Integrated Market Communications • Introducing New Market Offerings • Global Marketing • Holistic Marketing Exam preparation May 2016: Past Paper The Exam preparation is based on MBA Marketing November 2014 Examination paper as the current SMM paper is pitched at strategic level as the past papers. These are possible areas to discuss for each question Not all the possible areas to be discussed are highlighted here This exercise is to help you to know how to answer an examination paper Students responses will differ Mark allocation is based on students logical strategic approach to answering the question QUESTION 1: “But does it have any relevance in today’s digital world? Not really. Well, to those marketers I would simply say beware of the dinosaur, because T-Rex is not only not dead, he is still very relevant and very important.” Evaluate this statement discuss how marketing managers can make their direct mail campaigns relevant. The students view points will differ: some for and some against. 5 marks for evaluating the statement. They can make their campaign relevant by (not limited to these points) 1. Make a compelling offer. 2. Use an easy-to-type URL 3. Test a personalized URL (Purl) 4. Personalized direct mail copy 5. Issue a clear call-to-action 6. Push response with a deadline. 7. Test various formats 8. Build a special landing page 9. Capture contact information 10. Social media 11. Responsive website and customer service 12.leverage CRM data and jump-start direct-mail campaigns. – discuss how QUESTION 2: 2.1 “This is what the Internet is all about, people. A killer song, a stupid a nostalgic throwback to 2001, and, most important, bites of dumb hilarity that come in 30-second bursts.” Discuss why e-marketers are using these types of themes and memes in their advertising. (15) 1. Discuss why emotional appeal is being used and the effects 2. By seeing the miraculous in the mundane – why and how 3. Connection and engagement 4. Freedom of expression – why is it important 5. A picture speaks a thousand words 6. Sharing feature – resulting in viral marketing QUESTION 2: 2.2 “Most important, start thinking like a creator, less like an advertiser.” Evaluate the relevance of this statement and provide recommendations as to how e-marketers can achieve this. (10) The student must assess the statement. Ideally, yes it is relevant due the markets being customer centric Recommendations.. Not limited to these areas. You need to add more 1. Think content, not commercials 2. Help the consumer associate with the advertisement 3. Show the consumer the value of the product in the consumer’s eyes 4. Educate the consumer 5. Create remembrance QUESTION 3: Discuss how Nissan can use branding, positioning and image and market communication to market the Datsun in South Africa. • Discuss how they can use these elements to their advantage: 1. Branding – elements & categories they need to consider 2. Positioning – how would they like to be positioned 3. Image – how would they maintain the image of the brand 4. Market communication – how best can they communication brand awareness • QUESTION 4: • ““This may sound cliché, but the future of business takes a personal touch.” Assess the relevance of this statement and how companies can achieve this. • This statement is very relevant. (not limited to these points) • Due to the high competitive environment and customers being so demanding and spoilt for choice, companies have to ensure they reach the customer on a very personal level to ensure retention. • Discuss empathy, customer service, the importance of training & hiring the right staff • Discuss the use of SERVQUAL, Brand Audits, SWOT and Positioning • Discuss the importance of store layouts, aesthetics, direct marketing • Discuss how they should revitalise the Brand • How they can use Segmentation and Key Account management • The use of Supplementary services • Discuss the SAVE model working with the 7Ps QUESTION 5: 5.1 Critically assess the key issues in the article and the resulting managerial implications. (13) Answers should be critically discussed around these points but no limited to i 1.. Discuss aspects from the article 2.Pharmacists buy store-brand aspirin and chefs buy store-brands so why won’t the rest of the consumer population 3. Consumers inability to change from preconditioned thinking 4. Marketers need to ensure that consumers are educated well on the benefit 5. The use of celebrities in marketing their products 6. Understand how and what drives the millennial’s/generation Z is vital QUESTION 5: 5.2 Discuss why popular name brand products are in greater demand than private name brands among the lower income markets in Africa and how private name brands can break through this market. (12) Student answers should be around these points but not limited to it. • Many African countries, the population is poor and they try to make • their money “go longer” • They are deep seated in traditions and pass down habits • They prefer staying with the tried and tested and often will use what the community leaders trust and use • The brand name products are global hence the perception of quality and value for money • Also these companies have been in the country for years hence a sense or trust and loyalty July & November 2015 paper how to market these brands • Creative advertising using key local opinion leaders • CSI activities to gain customer confidence and trust • Market the key benefits and attributes • The lecturer to discuss how to approach these papers strategies with the students Using creative positioning and differentiation • Sponsorships & sales promotions • Grass root marketing • Ensure product quality and consistency • Market using the key tradition and cultural aspects Conclusion Conclusion • Please read the questions carefully and correctly and answer the question only and not the subject matter • DONOT DEFINE THEORY • Answer how you would approach the issue , in your daily work, applying the theoretical principles as you did in the assignment. Questions and Answers Best of luck