2022 Marketing Management N4 Memo Jun PDF

MARKING GUIDELINE NATIONAL CERTIFICATE MARKETING MANAGEMENT N4 8 June 2022 This marking guideline consists of 7 pages. SECTION A (COMPULSORY) QUESTION 1 1.1 True 1.2 False 1.3 False 1.4 True 1.5 False 1.6 True 1.7 False 1.8 True 1.9 False 1.10 T...

MARKING GUIDELINE NATIONAL CERTIFICATE MARKETING MANAGEMENT N4 8 June 2022 This marking guideline consists of 7 pages. SECTION A (COMPULSORY) QUESTION 1 1.1 True 1.2 False 1.3 False 1.4 True 1.5 False 1.6 True 1.7 False 1.8 True 1.9 False 1.10 True (10 × 1) QUESTION 2 2.1 A 2.2 A 2.3 D 2.4 A 2.5 B 2.6 B 2.7 C 2.8 A 2.9 D 2.10 B 2.11 C 2.12 C 2.13 B 2.14 A 2.15 C (15 × 2) QUESTION 3 3.1 Macro 3.2 Sales 3.3 Product 3.4 Leading 3.5 Task (5 × 2) TOTAL SECTION A: 50 SECTION B Mark only THREE questions from SECTION B. QUESTION 4 4.1 Selling Advertising Sales promotion Publicity (4 × 2) (8) 4.2 4.2.1 Strengths Vaseline is a very popular product. No other brand comes close to the popularity of petroleum jelly as Vaseline. Vaseline is available in more than 70 countries. Today it has at least 15 different products in its product line. Vaseline has multiple uses, also used as a diaper rash cream. (Any 4 × 2) (8) 4.2.2 Weaknesses The expansion would be in segments which are saturated, over competitive. Marketing communications is poor compared to competitors. (Any 1 × 2) (2) 4.2.3 Opportunities Vaseline needs to increase marketing communications in order to take on this segment. Innovations and patents can take Vaseline to the forefront of the skin-care market (differentiated products). (2 × 2) (4) 4.2.4 Threats Lack of revenue due to varying seasonal revenues might affect operations. The scope of expansion of the product itself is limited, no innovation possible in the core product. (Any 1 × 2) (2) 4.3 Nivea Johnson and Johnson (2 × 1) (2) 4.4 Has multiple uses Can also be used as a diaper (nappy) rash cream (2 × 2) (4) 4.5 Identify and describe the opportunity or threat Determine the research objectives Create the research design Collect, process and analyse data Communicate information to the person who makes marketing decisions (Any 3 × 2) (6) 4.6 Identify market opportunities and threats, internal strong and weak points (SWOT) Do research to identify consumer needs Set marketing objectives in line with company objectives Decide on the marketing instruments (4Ps) (Any 3 × 2) (6) 4.7 4.7.1 Micro marketing A study of the various individual units that exist and function within the macro system. The main objective is to satisfy the needs of the individual units as far as possible. (Any 1 × 2) (2) 4.7.2 Benefit theory Based on the fact that the consumer orders alternatives according to the relative benefit or use that is gained from them. Compared to the price. (2 × 2) (4) 4.7.3 Sustainability An organisation's ability to survive over a long period of time (2) QUESTION 5 5.1 5.1.1 Motivation The driving force✓ within individuals✓ that impels them to action.✓ (1 × 3) (3) 5.1.2 Cognitive dissonance Feeling of uncertainty✓ that consumers experiences✓ after a purchase.✓ (3 × 1) (3) 5.1.3 Market schedule Identifies different target markets in qualitative and quantitative terms. It is a description of the consumer in a specific target market. And has geographic, demographic, psychographic and product information. (Any 2 × 2) (4) 5.2 Consumers buy products without purposefully thinking about it. (8)  Little time is spent on the decision-making process. Loyalty towards a specific brand. Gathering information about the product is unnecessary. Constant decision-making is reduced. Purchasing process is simplified. Household products, such as toilet paper, cleaning materials, coffee, tea, spices and sugar are often obtained in this way. (Any 4 × 2) 5.3 1. Awareness of need 2. Search for information 3. Evaluating alternatives 4. Decision on solution 5. Action – purchasing of a product 6. Consumer reaction after purchase 1 mark only if order is incorrect (6 × 2) (12) 5.4 5.4.1 Community A business sponsors a sports team or a literacy programme. A business donates money to certain community projects. E.g., soccer jerseys for local high schools, a park for children. Businesses create special projects for job creation. Crime prevention initiatives. (Any 3 × 2) (6) 5.4.2 Employees Study bursaries for employees or employees' children. In-house clinics and flu vaccinations. Creche for employees children. (3 × 2) (6) 5.5 Consumers are people with needs who have money, are willing to spend their money and have the right to buy products (4 × 2) (8) QUESTION 6 6.1 Satisfies the needs of people within a society. Develops over a long period of time and is shared by all members of a community. Human interaction causes values to develop. Is learned and is passed on from one generation to the next. Provides order to a community through common expectations. Cultures contain subcultures, which maintain their own norms, values and symbols. (6 × 2) (12) 6.2 6.2.1 Industrial market Organisations that buy products to produce other products or to facilitate the running of their businesses. 6.2.2 End-user market  Final consumers that buy goods and services for personal consumption, buying power is represented by disposable income. 6.2.3 Government Market local, provincial and national authorities that buy products to fulfil their obligations. (3 × 2) (6) 6.3 Tracing the consumer Product development Standardisation Rearrangement Storing Transport Financing Running the risk Sales (Any 6 × 2) (12) 6.4 It is more expensive to develop separate marketing strategies for different segments. Only limited market coverage is gained. The increase of models and variants because of a too high degree of differentiation can lead to cannibalism. (3 × 2) (6) 6.5 Lower prices Better service Better product quality (3 × 2) (6) 6.6 Consumers Suppliers Intermediaries Competitors (4 × 2) (8) 7.1 It should be possible to divide the total customer market into homogenous groups. The specific segment should be large enough for the company to generate a profit. Segments should be accessible to marketers. Must be possible to compare the various segments in terms of differences, costs, sales and profit to be generated. (6)  7.2.1 Membership Groups where a person has to obtain membership before belonging to the group, such as a social club. 7.2.2 Associative Groups to which a person aspires to belong. 7.2.3 Automatic Groups to which a person belongs automatically as a result of his age, work relations, interests or gender. (3 × 2) (6) 7.3 Production Marketing Human resources Financial Operations (Any 4 × 2) (8) 7.4 They serve as information sources and influence perceptions. They affect an individual's aspiration levels. Their norms either constrain or stimulate consumer behaviour. (3 × 2) (6) 7.5 Adhering type✓ – a person who wishes to move closer to others and who strives for love, acceptance and appreciation.✓ Aggressive type✓ – These are persons who are against other people and who like competition.✓ Detached type✓ – These are persons who move away from others and avoid relationships with other people as far as possible.✓ (3 × 2) (6) 7.6 Higher income A larger market share Scale benefits on production and marketing (3 × 2) (6) 7.7 Motivation Attitudes Perceptions Learning ability Personality Lifestyle (6 × 2) (12) TOTAL SECTION B: 150 GRAND TOTAL: 200