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MVT610S - MARKETING IN VET A - 2ND OPP - JULY 2024 |
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n Am I 8 I A Un IVERS I TY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCEAND EDUCATION
DEPARTMENT OF TECHNICAL VOCATIONAL EDUCATION AND TRAINING
QUALIFICATION: DIPLOMA IN TVET MANAGEMENT
QUALIFICATION CODE: 06DTVM
LEVEL: 6
COURSE CODE: MVT610S
COURSE NAME: MARKETING IN VET
SESSION: JULY 2024
DURATION: 3 HOURS
PAPER: (PAPER 2)
MARKS: 100
EXAMINER(S)
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
Bernadette E Cloete
Ndakolute S. Abraham
MODERATOR:
INSTRUCTIONS
1. Answer ALL the questions, except Questions 6 and 7. Choose only
one option between the two.
2. Read all the questions carefully before answering.
3. Number the answers clearly
THIS QUESTION PAPER CONSISTS OF _10_ PAGES {Including this front page)
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SECTION A
Question 1: Multiple Choice Questions
{10 marks)
Choose the most appropriate answer from the list of options below. One answer carries one mark.
1.1 This term has to do with you making the product available to customers.
{1)
a) Product
b) Engagement
c) Distribution
d) Promotion
1.2 This concept describes the achievement of your organisational goals consisting of determining
the needs and wants of the target markets and delivering the desired satisfaction more effectively
and efficiently than your competitors. (1)
a) Selling Concept
b) Marketing Concept
c) Production Concept
d) Market Orientation
1.3 This term refers to the process of seeking after best approach to marketing or knowledge
about reality.
{1)
a) Philosophy
b) Skills
c) Education
d) Training
1.4 This term describes that consumers will favour those widely available products and low in
cost/price.
(1)
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a) Product Concept
b) Production Concept
c) Selling Concept
d) Societal Marketing Concept
1.5 This concept defines that the organisation's task is to determine the needs and wants of target
markets and to deliver the desired satisfaction more effectively and efficiently than competitors.
(1)
a) Production Concept
b) Product Concept
c) Societal Marketing Concept
d) Selling Concept
1.6 This concept defines the process of identifying prospective buyers, understanding them
intimately and developing favourable long-term perceptions of one's organisation and its offerings
so that buyers would choose them in the marketplace.
{1)
a) Production Concept
b) Selling Concept
c) Societal Marketing Concept
d) Customer Relationship Management
1.7 This term describes the goals achieved by an organisation and its primary goal is: (1)
a) Price
b) Product
c) Profit
d) Promotion
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1.8 This term defines the management process that identifies, anticipates and supplies customer
requirements efficiently and profitably.
(1)
a) Marketing
b) Management
c) Leadership
d) Marketing Mix
1.9 This process involves a salesperson.
(1)
a) Personal selling
b) Selling Concept
c) Target market
d) Customer needs satisfaction
1.10 This concept defines anything of value exchange for the product and it is also regarded as:
(1)
a) Product
b) People
c) Price
d) Promotion
[10]
Question 2 True/False
(10 Marks)
Read the following statements below regarding the importance of Marketing Training and indicate
whether each statement is 'TRUE' or 'FALSE'.Justify your answer with a reasonable explanation.
Each answer carries two marks.
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2.1 Marketing plays an important role in the functioning of society because there are so many
transactions that take place daily that affect the way we live.
(2)
2.2 Marketing helps us to be better employers because everyone participates in the marketing
process as an employee of prices and places.
(2)
2.3 A training program is considered to be successful when the organisation's profits are met.
(2)
2.4 Marketing offers good research opportunities as the marketplace becomes more challenging
and the demand for employees is increasing.
{2)
2.5 Marketing Training Program refers to a planned effort by a company to facilitate employees
learning of marketing related competencies.
(2)
[10]
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Question 3
SECTION B
{10 Marks)
The role of promotion is to inform and persuade customers to facilitate exchanges, for example
through advertising and personal selling. Since no product can sell itself irrespective of how superb
its quality is and how well-priced it is, if people are not aware of its existence, it cannot sell itself.
Based on the above text, there are several ways of promoting your product or services; you should
now clearly explain each term below.
[10]
a) Advertising
(2)
b) Publicity
(2)
c) Sales promotion
(2)
d) Public relations
(2)
e) Direct Marketing
(2)
Question 4
{24 Marks)
Although we live in a global market today, when it comes to Market Training, companies or
stakeholders have different concerns or objectives. Many companies and organisations are no
longer concerned with the mere acquisition of skills but with a broader focus, on creating and
sharing knowledge.
Based on the above statement, answer the following questions below:
4.1 Identify three basic categories for setting up a marketing training program for an organisation.
Refer to the factors influencing training.
(3)
4.2 Identify and explain three Marketing Training Objectives or Concerns of an organisation. (6)
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4.3 The fundamental objectives of most businesses are survival, profit and growth. Marketing
contributes directly to achieving these objectives. Mention five activities that are vital to business
organisation.
(5)
4.4 Marketing training needs assessment refers to the process used to determine if training is
necessary. Identify and discuss the areas/stages of the Needs Assessment process in an organisation.
(10}
Question 5
(21 Marks)
Please refer to the attached Annex containing the 2021 TVET Policy implementation plan. Review the
plan carefully before answering the following questions. Provide concise and well supported
responses based on the information provided in the implementation plan.
You may also use your own interpretation here.
5.1 How does the 2021 TVET Policy implementation plan emphasise the importance of market
segmentation in aligning TVET programs with the needs of different industries and sectors?
(2)
5.2 Using examples from the 2021 TVET Policy implementation plan, illustrate how TVET
institutions can effectively segment the market to address specific skill gaps and employment
opportunities identified in different sectors.
(2)
5.3 Explain how the 2021 TVET Policy implementation plan guides TVET institutions in targeting
specific segments of the population to increase access to vocational training and address
socio-economic disparities.
(2)
5.4 Drawing from the 2021 TVET Policy implementation plan, discuss the significance of
identifying and targeting specific demographic groups, such as youth, women and
marginalized communities, to promote inclusivity and equity in TVETaccessand participation.
(2)
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5.5 How does the 2021 TVET Policy implementation plan advocate for the strategic positioning of
TVET institutions to enhance their relevance and responsiveness to evolving industry needs
and technological advancements? Mention any two points.
(2)
5.6 Provide ONE (1) example from the 2021 TVET Policy implementation plan that demonstrates
strategies for positioning TVET institutions as key drivers of innovation, entrepreneurship and
sustainable development within their respective regions or sectors.
(1)
5.7 In what ways does the 2021 TVET Policy implementation plan underscore the importance of
market research and stakeholder engagement in informing TVET institutions' positioning
strategies and program offerings?
(2)
5.8 Discuss the challenges and opportunities identified in the 2021 TVET Policy implementation
plan regarding the effective segmentation, targeting and positioning of TVET programs to
meet the diverse needs of learners and industries.
(5)
5.9 How do the strategies outlined in the 2021 TVET Policy implementation plan for market
segmentation, targeting and positioning support the overarching goal of enhancing the
quality, relevance and effectiveness of TVET provision?
(2)
5.10 Analyse the role of the 2021 TVET Policy implementation plan in guiding TVET institutions
to adopt learner-centred approaches, flexible delivery models and competency-based
training methodologies to better align with market demands and learner needs. (3)
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SECTION C
CASE STUDY
Read the three case studies below and answer the questions that follow. Choose between
Questions 6 and 7.
Case Study: Nike: Nike's marketing team wants to launch a new line of athletic shoes targeting Gen Z
consumers.
Case Study: Amazon: Amazon's expansion into grocery retailing with Amazon Fresh
Case Study: MobiPay: MobiPay, a Namibian SME, was founded in 2009 with the core focus of making
digital payments as simple and easy to use as cash. They offer modern, robust and flexible payment
options. The customer holds their device close to the NFC-enabled POSterminal, approximately within
two inches and this initiates the transaction. Both devices use RFIDtechnology (NFCis a subset of this
technology) to pass encrypted information back and forth to process the payment, which happens
within a matter of seconds.
Questions
Question 6
(25 Marks)
6.1 How does consumer behaviour influence marketing strategies in the digital age for Nike? (4)
6.2 How has e-marketingtransformed traditional retailing practices and customer interactions?(S}
6.3 Analyse the impact of social media on consumer behaviour for Nike and its implications for
marketing tactics.
(8)
6.4 Analyse the impact of social media on consumer behaviour for Amazon and its implications for
marketing tactics.
(8)
OR
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Question 7
{25 Marks)
7.1 Discuss the impact of Mobi Pay in Namibia on retailing for e-marketing under the following
headings:
a) Convenience and Accessibility {2}
b) Expansion of Digital Payment Ecosystem (2)
c) Improved Transaction Security (2)
d) Enhanced Customer Experience {2}
e) Data Insights and Analytics (2)
7.2 Discuss the implications of MobiPay fore-marketing strategies under the following headings:
a) Mobile-Centric Marketing {3}
b} Location-based Marketing {3}
c) Personalised Promotions and Loyalty Programs {3}
d) Social Media Integration {3}
e) Data Privacy and Security {3}
Total Marks: 100
End of Examination Paper
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