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MVT620S - MARKETING IN VET B - 1ST OPP - NOVEMBER 2022 |
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n Am I BI A u n IVER s I TY
OF SCIEn CE Ano TECHn OLOGY
FACULTY OF COMMERCE, HUMAN SCIENCE AND EDUCATION
DEPARTMENT OF TECHNICAL, VOCATIONAL EDUCATION AND TRAINING
QUALIFICATION: DIPLOMA IN TECHNICAL AND VOCATIONAL EDUCATION AND TRAINING:
MANAGEMENT
QUALIFICATION CODE: 06DTVM
COURSE CODE: MVT620S
LEVEL: 6
COURSE NAME: MARKETING IN VET B
SESSION: NOV 2022
PAPER: 1
DURATION: 3 HOURS
MARKS: 100
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S): Prof Noel Kufaine
MODERATOR: Mr Ndakolute Abraham
INSTRUCTIONS
1. Answer ALL the questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
THIS QUESTION PAPER CONSISTS OF _3_ PAGES (Including this front page)
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Section A
1. Marketing as a concept requires a definition. Based on your understanding indicate
whether the following definitions are (True or False) (10)
a. Marketing is the action or business of promoting and selling products or services.
(2)
b. Marketing is the building of a relationship between a company, a product, and a
consumer. (2)
c. Marketing is the act of connecting customers to products. (2)
d. Marketing is defining a customer's problem and solving it with your product. (2)
e. Marketing is putting the right product in the right place, in front of the right
people, at the right price, at the right time. (2)
2. Define the following terms (15)
a. Marketing strategy. (3)
b. Customer rights. (3)
c. Marketing Environment. (3)
d. Market presence. (3)
e. Branding. (3)
3. The marketer is expected to understand the product cycle on the market. Define and
describe the following product cycle stages. (15)
a. Product Development. (3)
b. Product introduction. (3)
C. Product growth. (3)
d. Product maturity. (3)
e. Product decline. (3)
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Section B
1. Describe four marketing strategy auditing questions which an organisation can use
to assesswhether the marketing activities are directed towards the organisation
objectives. (20)
2. Differentiation is the key driver of strategic marketing, as it's what distinguishes
generic products from each other and promotes purchase decisions. Using
appropriate examples describe how the following differentiation strategies are used.
(20)
a. Product differentiation. (5)
b. Pricing differentiation. (5)
c. Promotional differentiation. (5)
d. Brand differentiation. (5)
3. An organisation can reach its strategic objectives by matching its strengths and
resources to available opportunities in the market. Using appropriate examples
describe how the following competitive strategies work (20)
a. Market expansion. (5)
b. Market share gain. (5)
c. Market maintenance. (5)
d. Market niche strategies. (5)