N1080 - MARKETING MANAGEMENT N5 QP JUNE 2022 Watson.pdf

Donwloaded from TVET Exam Papers Nated App or MyNATED NATIONAL CERTIFICATE MARKETING MANAGEMENT N5 (4030065) 13 June 2022 (X-paper) 09:00–12:00 This question paper consists of 8 pages....

Donwloaded from TVET Exam Papers Nated App or MyNATED NATIONAL CERTIFICATE MARKETING MANAGEMENT N5 (4030065) 13 June 2022 (X-paper) 09:00–12:00 This question paper consists of 8 pages. 293Q1J2213 Donwloaded from TVET lite App or MyNATED  Donwloaded from TVET Exam Papers Nated App or MyNATED DEPARTMENT OF HIGHER EDUCATION AND TRAINING REPUBLIC OF SOUTH AFRICA NATIONAL CERTIFICATE MARKETING MANAGEMENT N5 TIME: 3 HOURS MARKS: 200 za INSTRUCTIONS AND INFORMATION o. 1. Answer ALL the questions in SECTION A. 2. Answer any THREE of the four questions in SECTION B. 3. Read all the questions carefully..c rs 4. Number the answers according to the numbering system used in this question paper. 5. Start each section on a new page. pe 6. Use only a blue or black pen. 7. Write neatly and legibly. pa et tv Donwloaded from TVET lite App or MyNATED  Donwloaded from TVET Exam Papers Nated App or MyNATED SECTION A Answer ALL the questions in SECTION A. QUESTION 1 Various options are given as possible answers to the following questions. Choose the answer and write only the letter (A–D) next to the question number (1.1–1.15) in the ANSWER BOOK. za ⬢ 1.1 A product... is a single object, one particular version of a product with a name particular to it. A line o. B range C item D None of the abovementioned 1.2.c Product differentiation, product line extension and improved service usually occur during the... stage of the product life cycle. rs A B introductory growth ⬢ pe C maturity D declining 1.3... are organisations that collect the products of various manufactures and present them in smaller volumes to resellers, usually retailers. pa A Agents B Brokers C Industrial users et D Wholesalers ⬢ 1.4... occurs when consumers buy more or less of a product when the price changes. tv A Inelastic demand B Replacement value C Consumer surplus D Elastic demand 1.5 The assurance given by a manufacturer to a client regarding the performance and quality of a product or service is known as the product... A obsolescence. ⬢ B testing. C positioning. D guarantee. Donwloaded from TVET lite App or MyNATED  Donwloaded from TVET Exam Papers Nated App or MyNATED 1.6... is a verbal and personal presentation of need satisfying products, services, or ideas, to one or more potential buyers. A Personal selling ⬢ B Sales promotion C Advertising D Publicity 1.7... labels identify the quality of a product with a symbol or a word. za A Brand B Grading C Informative D Descriptive o. Newspapers and sweets are good examples of … products. ⬢ 1.8 A B C staple impulse emergency.c rs D shopping 1.9 … is NOT a status quo price objective. pe A Maximising of sales B Price stability ⬢ C Maintaining price image D The reaction to and prevention of competition pa 1.10 The aim of … packaging is to inspire the consumer to buy the product in order to receive the container. et A unit B speciality C reusable D kaleidoscopic tv 1.11... discounts are mainly granted to wholesalers and retailers for the distribution task which they execute in the channel. A B C Cash Quality Promotional ⬢ D Trade Donwloaded from TVET lite App or MyNATED  Donwloaded from TVET Exam Papers Nated App or MyNATED … is NOT a key task in retail management and planning. ⬢ 1.12 A The development of a product B Selecting the correct store location C Determining price levels D Buying in bulk 1.13 Manufacturers' brands are also called... brands. A generic za B resellers C national D family o. 1.14 … packaging is packing a product in such a way that it creates an image of ⬢ distinctiveness..c A Family B Speciality C Reusable rs D Individual 1.15 Cash discounts are granted to... pe A encourage the prompt settlement of accounts that will improve the seller's liquidity position. B reduce the possibility of bad debts and consequently the firm's financing burden. pa C comply with discount traditions in a particular industry. D All the abovementioned (15 × 2) et QUESTION 2 ⬢ Choose the correct option from those given in brackets. Write only the answer next to tv the question number (2.1–2.10) in the ANSWER BOOK. 2.1 When a retailer makes use of (barcoding/electronic scanning) it is unnecessary to place prices on every product. 2.2 (Self-service/Full-service) wholesalers stock a wide range of products. 2.3 The (final/basic) price is calculated after certain price differentials have been made. ⬢ 2.4 A benefit of (centralised/decentralised) warehousing is that stock control can be applied more efficiently. 2.5 (Repositioning/Product differentiation) can give a product a new life cycle. 2.6 A (standard/reference) price is perceived by most buyers to be fair. Donwloaded from TVET lite App or MyNATED  Donwloaded from TVET Exam Papers Nated App or MyNATED ⬢ 2.7 The (product/target market) forms the heart of any company. 2.8 (Brokers/Agents) aim to generate negotiations in markets. 2.9 The (market/target) price is set according to information gained from market research. 2.10 The (vertical/horizontal) dimension shows that the distribution channel consists of different levels from which mediators can act. (10 × 2) za TOTAL SECTION A: 50 o. SECTION B Answer any THREE of the four questions in SECTION B. QUESTION 3 ⬢.c rs Read the case study and answer the questions. PRICING WARFARE pe The two major suppliers of smart phones, Samsung and Apple, follow markedly different pricing strategies. Apple was able to establish a strong brand loyalty with its customers. It uses a strategy that keeps prices high without ever dropping the prices or offering any discount. Apple customers are convinced that its products are of a high pa quality. Each new phone model comes with more exciting features and people are willing to pay the steep prices. On the other hand, Samsung is continuously offering Android phones at introductory et prices and discounts, hoping to build brand loyalty. Samsung also partners with cell- phone companies to provide Android phones at cheap prices in exchange for ⬢ commitments to long-term contracts. Consumers get enticed by the low prices and overlook the cost of the terms of the contracts. tv Apple sells expensive phones to a small market, while Samsung sells a high volume of phones to a broader consumer base. These products are well known and have significant market shares, but now there are direct competitors so marketing is necessary to defend market shares and continue to increase it, even if at a slower rate. Advertising and outreach should remind and highlight new news, communicate the products’ differentiating benefits and keep the brands top of mind. [Adapted from: www.https://techpinions.com] ⬢ 3.1 Give TWO points to explain what type of consumer product iPhone is. (2 × 2) (4) Donwloaded from TVET lite App or MyNATED  Donwloaded from TVET Exam Papers Nated App or MyNATED 3.2 Analyse the smart phone in terms of: 3.2.1 The core product concept ⬢ (3 × 2) (6) 3.2.2 The formal product concept (2 × 2) (4) 3.3 Name the price strategy used by each of the following smart phone companies and specify FOUR circumstances under which each strategy can be applied: za 3.3.1 Apple (5 × 2) (10) 3.3.2 Samsung (5 × 2) (10) 3.4 Name FOUR communication tools a smart phone company could put to use. o. 3.5 Arrange the FOUR steps of brand awareness in the correct order. ⬢ (4 × 2) (4 × 2) (8) (8).c rs QUESTION 4 4.1 State FIVE benefits of labels. (5 × 2) (10) pe 4.2 Clearly distinguish between the following: 4.2.1 Total product (2) 4.2.2 Product line ⬢ (2) pa 4.2.3 Product image (2) 4.2.4 Product proposition (2 × 2) (4) et 4.3 State FIVE types of products that require a short direct channel. (5 × 2) (10) 4.4 State FIVE functions fulfilled by wholesalers. (5 × 2) (10) tv 4.5 State FIVE advantages of brands for the consumer. (5 × 2) (10) QUESTION 5 ⬢ 5.1 Name the first SIX steps in the choice of a distribution channel. (6 × 2) (12) 5.2 State FIVE key tasks in retail management and planning. (5 × 2) (10) Donwloaded from TVET lite App or MyNATED  Donwloaded from TVET Exam Papers Nated App or MyNATED ⬢ 5.3 Differentiate between the following: 5.3.1 Implicit communication 5.3.2 Explicit communication (2 × 2) (4) 5.4 Explain the following terms: 5.4.1 Simplification (2) za 5.4.2 Standardisation (2) 5.4.3 Repositioning ⬢ (2 × 2) (4) o. 5.5 State THREE aspects that cause a product’s life cycle to be shorter. (3 × 2) (6) 5.6 Name FIVE external factors that might influence the price strategy. (5 × 2) (10).c rs QUESTION 6 6.1 Name FIVE functions of packaging. (5 × 2) (10) pe 6.2 Explain the following terms: 6.2.1 Planned obsolescence ⬢ pa 6.2.2 Psychological obsolescence (2 × 3) (6) 6.3 Name FIVE activities of physical distribution. (5 × 2) (10) et 6.4 State FIVE sources of conflict in a distribution channel. (5 × 2) (10) 6.5 State FOUR factors that influence the promotion mix. (4 × 2) (8) tv 6.6 Name THREE advantages of seasonal discounts. ⬢ (3 × 2) (6) TOTAL SECTION B: 150 GRAND TOTAL: 200 Donwloaded from TVET lite App or MyNATED