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MBM712S - MARKETING AND BRAND MANAGEMENT - 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: 07BMAR
LEVEL & CREDITS: 7
COURSE CODE: MBM712S
COURSE NAME: MARKETING AND BRAND MANAGEMENT
SESSION: JAN 2020
DURATION: 3 HOURS
PAPER: THEORY
MARKS: 100
EXAMINER(S)
MODERATOR:
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
Ms. G. Karita
(FT/PT)
Mr. D Hlahla
(DI)
Dr. E. Simataa
INSTRUCTIONS
This paper consists of SIX (6) questions
Answer ALL questions
Write as legible as possible, and as precise as possible
Read each question carefully
Allocate your time appropriately
THIS QUESTION PAPER CONSISTS OF 2 PAGES (Including this front page)
ii ace a
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QUESTION 1
Define the following terms using appropriate examples.
(5 marks)
a) Points-of-difference (PODs)
b) Points-of-parity (POPs)
QUESTION 2
Using relevant examples, name and discuss the main Customer Relationship Management (CRM)
Strategies.
(15 marks)
QUESTION 3
Effective planning requires the careful selection and utilisation of sound marketing strategies that
will enable the organisation to excel in a competitive environment. One of the most common
marketing strategies that organisations can use is the SWOT Analysis.
Clearly state whether the two groups below contribute to Strengths, Weaknesses, Opportunities or
Threats. Practically apply them to the Namibia University of Science & Technology and discuss how
each of the various factors could influence the organisation.
(20 Marks)
Group 1: Market growth Rate, Competition, Inflationary vulnerability
Group 2: Profitability, Resources, Product quality and brand reputation
QUESTION 4
Growth strategies are designed to promote an organisation’s continued (long-term) growth.
There are three major classes of growth namely: Intensive Growth, Integrative Growth and
Diversification Growth. By depicting it on a diagram, explain the types of Intensive Growth
Strategies as illustrated by the Ansoff’s Matrix or model.
(20 marks)
The diagram is a must!
QUESTION 5
Resonance is the intensity of customers’ psychological bond with the brand and the level of activity
it engenders/produces. The model develops and measures brand equity building as an ascending
series of steps. Use a diagram to depict each step of the BRAND RESONANCE PYRAMID
and explain the branding objectives that can be applied at each stage.
(20 marks)
QUESTION 6
The marketing audit examines six major components of the company’s marketing situation. Name or
list only five (5) of these components or areas and discuss.
(20 marks)
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END OF 2%? OPPORTUNITY QUESTION PAPER