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MKM711S - MARKETING MANAGEMENT - 2ND OPP - JULY 2022 |
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nAmlBIA unlVERSITY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCE AND EDUCATION
DEPARTMENTOF MARKETINGAND LOGISTICS
QUALIFICATION:BACHELOROF MARKETING
QUALIFICATIONCODE: 07MARB
LEVEL: 7
COURSECODE: MKM711S
COURSENAME: MARKETING MANAGEMENT
SESSION:JULY 2022
DURATION: 3 HOURS
PAPER:SECOND OPPORTUNITY
MARKS: 100
EXAMINER(S)
SECOND 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]
Choosethe correct answer and usethe examination booklet provided to answer the following questions.
QUESTION 1
[6 marks]
Explain why the four Psconcept of the marketing mix takes a seller's view of the market, not the
buyer's view. How should marketers consider the buyer's view?
QUESTION 2
[12 marks]
The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid.
Discussthe six components of the brand resonance pyramid?
QUESTION 3
[14 marks]
Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset
Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key
components (pillars) of brand equity.
QUESTION 4
(6 marks)
Identify and briefly discuss the three (3) ways of measuring brand equity
QUESTIONS
(12 marks)
5.1 Differentiate between the diffusion process and the adoption process
(2)
5.2 Outline and briefly discussthe stages in the adoption process
(10)
SECTION B: APPLICATION QUESTIONS
[SO marks]
Read the following Starbucks Case Study and answer the questions that follow.
Starbucks Coffee Company is one of the World's best-known coffee brands offering coffee lovers a
diverse range of coffee, espresso drinks and bakery items. Starbucks's strategy focuses on targeting
new distribution channels in the form of delivery, providing an even bigger product range and keeping
abreast of modern technology. The changing consumer trends to live healthier and avoid caffeine is
worrisome to Starbucks because consumers demand more caffeine-free coffee. Since Starbucks's
marketing function cannot expand further on health issues, and their caffeine-free coffee is not
marketed well enough amongst consumers, it causes insufficient control problems for the caffeine-
free coffee supply. Starbucks should consider using different forms of promotions where they go
where their market is to boost sales. Starbucks Coffee Company's strong financial position can count
in their favor during the standing economic recession in which competition from other coffee shops
can arise. Competition with better prices can count against Starbucks because Starbucks is more
expensive due to quality coffee. Otherwise, Starbucks feels that their good corporate image can
eliminate any weaknesses and threats.
QUESTION 6
[16 marks]
Managing the marketing efforts of a company requires a marketing analysis- SWOTAnalysis. Perform
a comprehensive SWOTAnalysis on Starbucks and provide relevant examples from the case study.
QUESTION 7
[10 marks]
The BCGis a useful approach to evaluate the current business of Starbucks. Explain a tool that a firm
could use to identify future growth opportunities for Starbucks
QUESTION 8
(8 marks)
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Describe the approaches to marketing implementation that Starbucks can use '
QUESTION 9
Explain to Starbucks the types of marketing control
(8)
(16 marks)
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