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MVT610S - MARKETING IN VET - 2ND OPP - JULY 2022 |
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nAm I BIA un IVE RSITY
OF SCIEnCE Ano TECHnOLOGY
FACULTYOF COMMERCE, HUMAN SCIENCEAND EDUCATION
DEPARTMENT OF TECHNICAL VOCATIONAL EDUCATION AND TRAINING
QUALIFICATION : DIPLOMA IN TVET MANAGEMENT
QUALIFICATION CODE: DTVET -M
LEVEL: 6
COURSECODE:MVT610S
COURSENAME: MARKETING IN VET
SESSION:JUNE 2022
DURATION: 2 HOURS
PAPER:PAPER1
MARKS: 100
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S) Dr LP. Hauuanga
MODERATOR: Mr. J. Subasubani
INSTRUCTIONS
1. Answer ALL the questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
THIS QUESTION PAPERCONSISTSOF 3 PAGES(Including this front page)
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SECTIONA
Question 1
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.
1.1
Marketing plays an important role in the functioning of the society because there are so many
transactions that take place on a daily basis that affects the way we live.
(2)
1.2
Marketing helps us to be better employers becauseeveryone participates in the marketing processasan
employee of prices and places.
(2)
1.3
profits are met.
A training programme is considered to be successfulwhen the organization's
(2)
1.4
Marketing offers good research opportunities as the market place becomes more challenging, and the
demand for employees is increasing.
(2)
1.5 Marketing Training Programme refers to a planned effort by a company to facilitate employees learning of
marketing related competencies
(2)
SECTIONB
Question 2
Although we live in 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 a mere
acquisition of skills but to a broader focus, on creating and sharing knowledge.
2.1
Based on the above statement, answer the following questions below:
2.1.1 Identify three basic categories for setting up a training programme for an organisation (3]
2.1.2 Identify and explain three Marketing Training Objectives or Concerns of an organisation. [6]
2.1.3 The fundamental objectives of most business are survival, profit and growth. Marketing
contributes directly to achieving these objectives. Discussfive activities that are vital to
business organisation.
[S]
2.2
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]
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SECTIONC
Question 3
CASESTUDY
Read the case study below and answer the questions that follow.
Few published empirical studies have examined the design, implementation, and
monitoring of customer relationship management (CRM) programmes at a practical level.
Following that, it considers key areas of a four-year-long CRM programme and offer
insights into the procedure that has been developed by SJP (http://www.sjp.dk), the
consulting firm that was brought in to assist. The procedure is organized around eight
areas: commitment of senior management, situation report, analysis, strategy
formulation, implementation, management development, employee involvement, and
evaluation of loyalty-building processes. Over the four-year-long CRM programme,
Dagbladet B0rsen increased its newspaper circulation by 40 per cent and advertising
revenue by 50 per cent, while total revenue more than doubled. The way in which
marketing is being practised is changing, and this, in turn, is due to dramatic changes in
marketing's context such as physical distance, time, economy, deregulation,
globalization, customer expectations, and new information technology (Brookes et al.,
2002; Doyle, 2000; Hunt, 2000) .. One finding has been that organizations are
increasingly focusing on attracting, developing, and retaining businesses (Jackson, 1985;
Morgan and Hunt, 1994; Reichheld, 1996). This is called relationship marketing (RM)
and is in contrast to 4Ps marketing: product, price, place, and promotion that emphasize
attracting businesses, but less so retaining businesses (Buttle, 1996; Gummesson, 1999).
4Ps Marketing is also known as traditional marketing or transaction marketing (TM).
3.1 Discussfive (5) Marketing areas that Customer Relation Management (CRM)
concentrate on in their Marketing programme?
(5)
3.2 What has caused the marketing transformation for CRM during the year
(5)
3.3 Name four (4) crucial traditional marketing strategies employed by CRM.
(4)
3.4 Differentiate between 'implementation' and 'monitoring' in Marketing.
(2)
Total:
(50)