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MKM711S - MARKETING MANAGEMENT - 1ST OPP - JUNE 2022 |
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nAmlBIA unlVERSITY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCE AND EDUCATION
DEPARTMENTOF MARKETINGAND LOGISTICS
QUALIFICATION:BACHELOROF MARKETING
QUALIFICATION CODE: 07MARB
LEVEL: 7
COURSECODE: MKM711S
COURSENAME: MARKETING MANAGEMENT
SESSION:JUNE 2022
DURATION: 3 HOURS
PAPER:FIRSTOPPORTUNITY
MARKS: 100
EXAMINER(S)
FIRST OPPORTUNITY QUESTION PAPER
MS. B.M. VAN NIEKERK(FT}
DR. S. KAUPA (PT}
MR. D. HLAHLA (DISTANCE}
MODERATOR: MR. STEWART LUWIZHI
INSTRUCTIONS
1. Answer ALL the questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
4. Write as legible as possible, and as precise as possible
s. Indicate your class lecturer's name on your answer sheet
THIS QUESTION PAPERCONSISTSOF _3_ PAGES{Including this front page}
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SECTION A: DESCRIPTIVE QUESTIONS
(SO marks]
Answer the questions in the examination booklet provided.
QUESTION 1
(3 marks]
Define commercialization and briefly describe two important issues on which the company must
decide during this stage.
QUESTION 2
(11 marks]
2.1 What can a company learn from test marketing?
{2)
2.2 Identify and briefly describe the approaches to test marketing. Motivate your answer by means of
using examples.
(9)
QUESTION 3
Define the concept strategic planning and discuss the steps involved.
(10 marks]
(10)
QUESTION 4
(17 marks)
4.1 Describe the meaning of business portfolio planning and the steps involved in business portfolio
planning?
{6)
4.2 Discuss how a company might use the Boston Consulting Group (BCG) approach for product
portfolio planning.
(6)
4.3 The BCGis a useful approach to evaluate current businesses. Describe a tool that a firm could use
to identify future growth opportunities.
(5)
QUESTIONS
(9 marks)
5.1 Define the concept marketing strategy
(1)
5.2 Discussthe steps (process) in formulating a marketing strategy
(8)
SECTION B: APPLICATION QUESTIONS
(SO marks]
Read through the following case study and answer the questions that follow.
Virgin America
After flying for only a few years, Virgin America became an award-winning airline that passengers
adore and that can make money. It is not unusual for the company to receive e-mails from customers
saying they wished their flights lasted longer! Virgin America set out to reinvent the entire travel
experience, starting with an easy-to-use and friendly Web site and check-in. In flight, passengers revel
in Wi-Fi, spacious leather seats, mood lighting, and in-seat food and beverage ordering through touch-
screen panels. Some passengers remark that Virgin America is like "flying in an iPod or nightclub." The
brand is seeking to be positioned as "an established player featuring discount pricing and a hip, stylish
customer experience for travellers." Without a national TV ad campaign, Virgin America has relied on
PR,word of mouth, social media, and exemplary customer service to create that customer experience
and build the brand. To get customers more involved with the brand, Virgin America launched a digital
marketing campaign offering the opportunity to upload a photo to lnstagram from the flight. By
tweeting the company's Twitter account, travellers can also upload their photo onto Virgin America's
Times Square billboard or share it via their own social media accounts.
QUESTION 6
(6 marks]
Describe the three ingredients of customer-based brand equity and apply it to Virgin America.
QUESTION 7
(12 marks]
The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid.
Advise Virgin America about the six components of the brand resonance pyramid?
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QUESTION 8
[10 marks]
The concept of adopter categories originates from a classification scheme that indicates where
consumers stand in relation to other consumers in terms of their time of purchase of a product or
service. Identify and briefly explain the different adopter categories to Virgin America.
QUESTION 9
[8 marks]
Virgin America believes that it is important to examine the company's or business unit's marketing
environment through marketing auditing. Describe the characteristics of marketing audit to Virgin
America.
QUESTION 10
[14 marks]
10.1 Identify the link between marketing planning and implementation
(2)
10.2 Advise Virgin America about the elements of marketing implementation. Motivate your
answer with practical examples from the case study
(12)
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