MARK1012:MARKETINGFUNDAMENTALS

TOPICSTOFOCUSONFORTHEFINALEXAMS22016
LECTURE1:
Evolutionofmarketingorientations;
Knowledgeofbasicmarketingconceptssuchasutility,marketingexchangeetc.
Understandingvaluecreation,valuechain,valuedeliverynetwork,valueproposition.

LECTURE2
Understandingmarketingplanning,SBU,BCGmatrix(star,cashcowetc.);
Businessportfolioplanningandanalysis,productmarketextensiongrid;
RelationshipbetweenCRMandmarketingstrategy;
Strategyandmarketingorganisationstructure.

LECTURE3
Understandingmacroandmicroenvironment;
CharacteristicsofBabyboomers,GenX,GenYetc.andmarketingtothem;
Understandingmarketingresearch:typesofresearch,datacollectionmethods;
Surveyquestionnaireandtypesofquestions.

LECTURE4
Consumerbehaviour;factors(suchasgroup,culture,motivation,perceptionetc.)
affectingconsumerbehaviour;
Typesofbuyingdecisionmakingforconsumer/businessbuying;decisionmaking
process.

LECTURE5
Segmentation,targetmarketingandpositioningissues;
Usingdifferentsegmentationbases;evaluatingsegments;
Understandingvariouswaysofdifferentiation;
Marketcoveragestrategies.

LECTURES6&7
Product/servicelevels;productcategories;
Typesofbranding,brandextensionandsponsorship;
Newproductdevelopment,productlifecycle;
Newproductadoptergroupsandfactorsinfluencingadoption.

LECTURE8
Typesofdemandandcharacteristicsofmarkettypes;
Definingvarioustypesofpricing(e.g.costbasedandcostpluspricing);
Computation(markup;breakeven,PEDusingthemidpointformula).

LECTURE9
Distributionandvaluecreation;pushandpullstrategy;
Typesofmarketingchannels(I.e.,independent,VMN,HMS,Hybrid)
Channelconflicttypes;
Basiccharacteristicsofconveniencestores,discountstores,departmentstoresand
hypermarkets.

LECTURE10&11
IMCandreasonsforadoptingIMC;
Distinctionbetweenbroadcastingandnarrowcasting;
Advertisingbudgetingmethods;
UnderstandingAIDAandHierarchyofEffectsmodel;
SimilaritiesanddifferencesbetweenadvertisementandPR;
Useofsalespromotion,databasemarketing.

LECTURE12
Importanceofsustainability;
Understandingbuyersandsellersrights
Understandingculturalpollution,marketingethics,legaleducationandcompliance.
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EXAMINATIONSTRUCTURE
VerysimilartotheLastSemesterFinalExamPaperwhichhasalreadybeenpostedonthe
MOODLE.

ComprisesTwosections:
SectionA:ConceptMatchingQuestion(12Boxesx5=60questionsx1mark>>60marks)

ReadtheMINICASEAbelowandanswerthequestions15inBox7

MINICASEA:AlilovesbasketballandpurchasesbasketballbootsthathehasseeninadsfeaturingLe
BronJamesandShaquilleO'Neil.Betsybuysthesametoothpastethatherparentsbuy.Charlieis
lookingtopurchasedentalinsuranceforhisfamily.Debbydoesnotwearvisiblebrandsdeliberately
thoughherclothesaretypicallyexpensivelabels.Elsaandaclosecircleoffriendsliketogoouttoeat,
watchmoviesandtakedaytrips.

BOX1
C1
1
2
3
4
5

C2:Factorsaffectingconsumerbehaviour
Ali'spurchasedecisionhasbeenaffectedbyhis__________.
Betsyismostlikelyinfluencedbyher________needswhen
purchasingthisbrandoftoothpaste.
Charlie'spurchaseisprobablyinfluencedbyhis___________.
FactorthatbestexplainsDebbiesbehaviouris
________________.
Elsasfriendsconstituteherprimary______________.

C3:Descriptors
A. family
B. selfconcept/social
class
C. referencegroup
D. aspirationalgroup
E. lifecyclestage

BOX2
C1

C2:ServiceCharacteristics

6.

Referstoalmostpureservice,withvirtuallynophysicalelement.

7.

Referstoservicesuchasteethcleaningbydentalsurgeons

8.

Referstoalmostpureservicesuchasacruise.

9.

Characteristicsofservicessuchasdrivinglessons.

10.

Characteristicsofservicessuchasaconcert.

C3:Descriptors
A.
B.
C.
D.
E.

Variability
Inseparability
Perishability
complexity
Intangibility

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SectionB:MultipleChoiceQuestions(60questionsx2marks>>120marks)

11.

12.

Publisher of magazines that are targeted to people who enjoy cooking or compete in
triathlons or love knitting tend to use __________ segmentation variables; however,
marketerswhoclassifyconsumersonthebasisofhowtheyacttoward,feelabout,orusea
productuse_________segmentationvariable.

A.
lifestyle;usageoccasion
B.
psychological;behavioural,
C.
lifestyle;personality
D.
psychographic;behavioural
E.
demographic;usageoccasion
Industrialbuyersmustdealwithfactorsrelatingtothelevelsofprimarydemand,economic
outlook,andcostofmoneywhichoriginatefromthe_________.

A.
B.
C.
D.
E.

economicenvironment.
worksituation.
marketplace.
competitivestructure.
competitiveenvironment.

Pleasecheckallthepagesoftheexampaperandreadeachquestioncarefully.Inanswering
Multiplechoicequestions,selectthebestanswer(fromalltheanswersprovided).

AllthequestionsmustbeansweredontheGeneralisedAnswerSheet(samplebelow).

AB C

1.

10.

2.

11.

3.

12.

4.

13.

5.

6.

7.

DE

AB C

DE

14.
15.
16.

8.

17.

9.

18.

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