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CAO712S - CONSUMER AND ORGANISATIONAL BUYING BEHAVIOUR - 2ND OPP - JAN 2020 |
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NAMIBIA UNIVERSITY
OF SCIENCE AND TECHNOLOGY
FACULTY OF MANAGEMENT SCIENCES
DEPARTMENT OF MARKETING & LOGISTICS
QUALIFICATION: BACHELOR OF MARKETING
QUALIFICATION CODE: 07MARB
NQF LEVEL: 7
COURSE CODE: CAO712S
SESSION: JANUARY 2020
DURATION: 3 HOURS
COURSE NAME: CONSUMER AND ORGANISATION BUYING
BEHAVIOUR
PAPER: THEORY
MARKS: 100
EXAMINER(S)
MODERATOR
SECOND OPPORTUNITY EXAMINATION
MS. B.M. VAN NIEKERK = (FT/PT)
MR. STEWART LUWIZHI
INSTRUCTIONS
This paper consists of EIGHT (8) questions
Answer ALL questions
Write as legible as possible, and as precise as possible
Indicate your class lecturer's name on your answer sheet
Read each question carefully
Allocate your time appropriately
THIS QUESTION PAPER CONSISTS OF THREE (3) PAGES INCLUDING THE FRONT PAGE.
G OOD LUCK!
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SECTION A: DESCRIPTIVE QUESTIONS
[50]
Choose the correct answer and use the examination booklet provided to answer the following questions.
Each question only has ONE correct answer. 2 marks shall be awarded for each correct answer.
QUESTION 1
Differentiate between the following by matching column A to column B.
Column A
[2x5=10 marks]
Column B
1.1 | Rather than focus on what can be manufactured, the focus shifts to
what consumers prefer. It became a time to put the customer first
and to understand their needs and wants. With this information,
marketers can deliver satisfaction to their target markets.
Production
orientation
1.2 | Companies want efficient production lines to mass produce products
for the consumer. Because the demand was higher than the supply,
consumers were content to get a product and were not focused on
product variation.
1.3 | This concept was developed from the marketing concept. Marketers
and consumers are increasingly taking stock of what is good for
themselves, their family, their country, and the planet.
1.4 | There was overproduction, which led to excess product. Although
the products were still similar and there was little variation, the
manufacturers focused on selling the product which they had
overproduced.
1.5 | The behaviour that consumers display in searching for, purchasing,
using, evaluating, and disposing of products and services that they
expect will satisfy their needs.
Consumer
behaviour
Sales
orientation
Marketing
concept
Societal
marketing
concept
QUESTION 2
(1)
Define the concept reliability.
QUESTION 3
(16)
A marketing research project might have two types of objectives when it comes to conducting primary
research. Identify and describe the two (2) types of primary research processes, as well as the
techniques that can be followed in order to gather information for a research project.
QUESTION 4
(4 marks)
identify the four (4) important perceptual selection concepts.
QUESTION 5
(5x3=15 marks)
Name and discuss, with the aid of examples, what happens to a consumer during each of the five
stages of the adoption process when purchasing a product or service.
QUESTION 6
(2x2 = 4 marks)
Distinguish between the two (2) major learning theories.
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SECTION B: APPLICATION QUESTIONS
[16 marks]
Read through the following case study and answer the questions that follow.
Jessica is a sports fanatic and captain of her school's volleyball and basketball teams. While watching
one of her favorite television shows, she sees a commercial for a pair of Nike training shoes that claim
to provide extra heel support and increase the height of her jump. The commercial also provides
laboratory findings from three independent studies that support the commercial's claims about the
Nike training shoes. Jessica decides that having the shoes will improve her performance, so she goes
to the mall to purchase her very own pair.
QUESTION 7
(2x2=4 marks)
7.1 Differentiate between Jessica’s rational and emotional motives to purchase the Nike training
shoes.
(4)
7.2 Identify two (2) consumption specific segmentation variables which the Nike brand uses for the
Nike training shoes product and explain how Nike uses these variables
(4)
7.3 After segmentation of the market, Nike will select target markets. Explain how Nike can
implement the evaluation criteria in the selection of potential target markets.
(10)
7.4 Identify which targeting implementation segmentation strategy is used by Nike. Provide reasons
for your answer.
(2)
7.5 Because Jessica has no experience with the Nike brand, she will experience certain perceived
risks which will have an influence on her perception of the product. Name any four (4) perceived
risks and explain each of them by making it applicable to the case study.
(8)
7.6 Jessica has to change her attitude towards the Nike brand since she has the basic need for the
product. Name and discuss, with the aid of examples, the four (4) basic motivational functions
that Jessica is trying to fulfill.
(8)
7.7 Distinguish between central route to persuasion and peripheral route to persuasion. Motivate
your answer by applying the case study
(4)
QUESTION 8
(5x2=10 marks)
Explain the various ways in which culture is considered to be learned and expressed in various ways.
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