MNM1503/101/3/2018

Tutorial Letter 101/3/2018

INTRODUCTION TO MARKETING
MNM1503

Semesters 1 and 2

Department of Marketing and Retail

Management

IMPORTANT INFORMATION:
This tutorial letter contains important information
about your module.

BARCODE
 CONTENTS

Page

1 INTRODUCTION .......................................................................................................................... 3
2 PURPOSE AND OUTCOMES ...................................................................................................... 4
2.1 Purpose ........................................................................................................................................ 4
2.2 Outcomes ..................................................................................................................................... 4
3 LECTURER(S) AND CONTACT DETAILS................................................................................... 4
3.1 Lecturer(s) .................................................................................................................................... 4
3.3 University ...................................................................................................................................... 5
4 RESOURCES ............................................................................................................................... 5
4.1 Prescribed books .......................................................................................................................... 5
4.2 Electronic reserves (e-reserves) ................................................................................................... 5
4.3 Library services and resources information ................................................................................... 6
5 STUDENT SUPPORT SERVICES ................................................................................................ 6
6 STUDY PLAN ............................................................................................................................... 8
7 ASSESSMENT ............................................................................................................................. 9
7.1 General remarks ........................................................................................................................... 9
7.2 Submission of assignments ........................................................................................................ 10
7.3 Compulsory assignments and self-evaluation assignments ........................................................ 10
7.4 Commentaries and feedback on assignments............................................................................. 11
7.5 Due dates and unique numbers of assignments ......................................................................... 11
7.6 Year marks ................................................................................................................................. 11
7.7 The examination ......................................................................................................................... 11
7.7.1 Examination admission ............................................................................................................... 11
7.7.2 Examination period ..................................................................................................................... 12
7.7.3 Examination paper ...................................................................................................................... 12
8 FREQUENTLY ASKED QUESTIONS ........................................................................................ 12
9 IN CLOSING ............................................................................................................................... 12
10 ADDENDUM A: ASSIGNMENTS ............................................................................................... 13

2
 MNM1503/101

1 INTRODUCTION
Dear Student

A thorough understanding of the basics of marketing is essential for any marketing practitioner
and marketing student. It is necessary for marketing managers to comprehend the environment
in which the company operates; the impact of external and internal influences; the need for
timely information; the conducting of research; observation of consumer behaviour; how to
segment the market, and looking at the marketing mix

You will receive a number of tutorial letters during the semester. A tutorial letter is our way of
communicating with you about teaching, learning and assessment. Tutorial Letter 101 – this
tutorial letter – contains important information about the scheme of work, the assignments and
guidelines for preparing and submitting the assignments for this module. Furthermore, the
prescribed study material and other resources and how to obtain it are provided further on. We
have also included general information about this module, as well as administrative guidelines.
We urge you to read it carefully and to keep it at hand when working through the study material,
preparing the assignments, preparing for the examination and addressing questions to your
lecturers.

You will also receive Tutorial Letter 301 MRMALL8/2018 at the start of the semester. Please
read it in combination with Tutorial Letter 101, as it gives you an idea of generally important
information when studying at a distance in this department and in the School of Management
Sciences. Later on in the semester you will also receive tutorial letters providing guidelines to
the assignments and information on how to prepare for the examination. From the onset we
would like to point out that you must read all the tutorial letters you receive during the
semester immediately and carefully, as they always contain important and sometimes urgent
information.

Please ensure that you register on myUnisa to be able to submit assignments, have access to
the library functions and all sorts of learning resources, download study material, chat to
lecturers or fellow students about studies and challenges faced and to participate in online
discussion forums. MyUnisa will provide you with additional opportunities to take part in
activities and discussions of relevance to your module topics, assignments, marks and
examinations.

Please note: Some of the tutorial material may not be available when you register. Tutorial
material that is not available when you register will be posted to you as soon as possible, but is
also available on myUnisa.

We hope that you will enjoy this module and wish you all the best!

3
2 PURPOSE AND OUTCOMES
2.1 Purpose
The aim of this module is to enable students to gain a better understanding of various concepts
and strategies involved in the management of a store.

2.2 Outcomes
After completing this module, you should be able to do the following:

Demonstrate an understanding of the nature and basic principles of marketing. This includes
the following:
 the micro-environment, market environment and macro-environment of marketing
 marketing information system
 marketing research
 market segmentation, targeting and positioning
 consumer behavior
 explain all the variables in the components of the marketing environment
 explain and illustrate the elements of the marketing mix, namely product, marketing
communication, distribution and price
 explain the integration of the marketing mix elements

3 LECTURER(S) AND CONTACT DETAILS

3.1 Lecturer(s)
My name is Thuthukani Mkhize and I am the lecturer for this module. My contact details are as
follows:

Address: AJH van der Walt Building, Muckleneuck Campus

Office number: 5-56
Telephone: 012 429 8303
E-mail: [email protected]

Please note that lecturers should only be contacted for academic enquiries, that is, enquires
about the content of the module. Letters to lecturers may NOT be enclosed with
assignments.

3.2 Lecturer availability

The lecturer for this module will be available to take phone calls on academic matters and/or to
attend to students who may prefer to visit personally for academic engagement. However, the
days and times of lecturer’s availability will be communicated in the module page on myUnisa.
These days and times are subject to change from time to time in order to accommodate the
lecturer’s work schedule and other commitments. The changes on the days and times will be
communicated by the lecturer in advance through the announcement option on myUnisa as and
when this happen. Students are advised to check the module page on myUnisa before making
phone calls or visiting the lecturer’s office for academic enquiries/engagements.

4
 MNM1503/101

3.3 University
Administrative enquiries concerning fees, receipt of assignments, examination dates etc. should
be directed to the relevant administrative departments as indicated below:

Communication with the administrative departments of the University

If you need to contact the University about matters not related to the content of this subject, please
consult the booklet Study @ Unisa that you received with your study material. This booklet contains
information on how to contact the University (for example, to whom you can write for different queries,
important telephone and fax numbers, addresses and details of the times certain facilities are open).

Always have your student number at hand when you contact the University.

Please note that all administrative enquiries should be directed to:

Student admissions and registrations [email protected]

Student assessment administration for assignments [email protected]
Student assessment administration for examination [email protected]
Despatch: study material [email protected]
Finance [email protected]
ICT (myUnisa and myLife) [email protected]
[email protected]

Also study Tutorial letter 301 MRMALL8/2018 for further contact information.

4 RESOURCES
For library request service procedures (listed below), please consult the Study@ Unisa
brochure.

4.1 Prescribed books

The tutorial matter for this module consists of the following:
 ONE study guide and a number of tutorial letters available in English (supplied
by Unisa)
 Take note there is NO prescribed text book for this module

4.2 Electronic reserves (e-reserves)

I have endeavoured to provide you with a number of hyperlinks to useful websites regarding this
module. Please visit these websites and browse through their content and try to learn more
about this topic. The wider you read, the more you will benefit from this course
 http://www.managementstudyguide.com/retail-management.htm
 http://study.com/articles/Store_Manager_Job_Description_Duties_and_Requirements.html
 http://businesscasestudies.co.uk/business-theory/people/recruitment-selection-and-
training.html#axzz4CmMi7Kia
 https://www.youtube.com/watch?v=ug7HmWK91ho

5
4.3 Library services and resources information
For brief information, go to www.unisa.ac.za/brochures/studies

 For detailed information, go to the Unisa website at http://www.unisa.ac.za/ and click on

Library.

 For research support and services of personal librarians, go to

http://www.unisa.ac.za/Default.asp?Cmd=ViewContent&ContentID=7102.

The library has compiled a number of library guides:

 finding recommended reading in the print collection and e-reserves –
http://libguides.unisa.ac.za/request/undergrad
 requesting material – http://libguides.unisa.ac.za/request/request
 postgraduate information services – http://libguides.unisa.ac.za/request/postgrad
 finding, obtaining and using library resources and tools to assist in doing research –
http://libguides.unisa.ac.za/Research_Skills
 how to contact the library/finding us on social media/frequently asked questions –
http://libguides.unisa.ac.za/ask

5 STUDENT SUPPORT SERVICES

For information on the various student support systems and services available at Unisa (for
example, student counselling, tutorial classes, and language support), please consult the
publication: Study @ Unisa that you received with your study material.

 Study groups

It is advisable to have contact with fellow students. One way to do this is to form study groups.
The addresses of students in your area may be obtained from the following department:

Directorate: Student Administration and Registration

PO Box 392
UNISA
0003

 myUnisa

Please note that contact with students via the internet is important; all your study material is
also available under Official study material on myUnisa. You will also be able to utilise the
Discussion forum where you can communicate with your lecturers and fellow students.
Utilising myUnisa will also help you to get easy access to other resources and information made
available by the University.

If you do not have access to a computer, please call the contact centre to enquire about using
the Unisa computer centre at the main campus, or our satellite campuses.

6
 MNM1503/101

TO REITERATE:
Lecturers use myUnisa to communicate with students, so it is essential that you register
with this service as quickly as possible and that you visit myUnisa regularly to keep
abreast of any new developments or changes. Think about checking myUnisa for any
communication from the lecturer/department before contacting us telephonically, as
your query may already have been answered on myUnisa.

To go to the myUnisa website, start at the main Unisa website, http://www.unisa.ac.za, and then
click on the ‘myUnisa’ link under ‘Current students’ within the orange-coloured block near the
centre of the web page. This will take you to the myUnisa website. You can also go there
directly by typing in http://my.unisa.ac.za.

Please consult the publication: Study @ Unisa, which you received with your other study
material for more information on myUnisa. If you should misplace any of your study material,
you can access this study material on myUnisa.

 Tutorial support

Unisa offers tutor services for students as additional academic support at the various Unisa
regional learning centres throughout the country. A tutorial is an organised session where
students and tutor(s) meet regularly at a particular venue and at scheduled times to discuss
course material. The main purpose of the tutorial services is to facilitate student learning by
developing the student’s independent learning skills and assisting students to become
motivated. Tutorials help the students to develop and enhance their learning experience and
academic performance through interaction with the tutor and fellow students. Tutorials are not
compulsory and willing students receive tutorial support at a nominal fee. Interested students
are advised to consult a learning centre closest to them to enrol for tutorials. For further
information on tutorials consult the brochure Study @ Unisa.

5.1 Predatory providers of classes and examination support

Please be aware of the existence of multiple fraudulent and predatory providers of classes and
examination guidance to Unisa students. Please note that Unisa do not have agreements with
any of these agencies/schools/colleges to provide tuition or support to our students. Unisa also
do not provide these predators with studymaterial, guidelines or your contact information.
These providers may not have the necessary expertise to assist you and often charge
exorbitant fees. If you receive an invitation from any agency or College, it is best to confirm with
your lecturer if the provider is a legitimate Unisa partner.

5.2 TVET Agreements

Unisa, however, have agreements with a number of TVET Colleges to provide contact tuition
and support for students in the following Higher Certificates:
- Higher Certificate in Economic & Management Sciences
- Higher Certificate in Banking
- Higher Certificate in Tourism
- Higher Certificate in Accounting Sciences
More information on this is available on the Unisa website.

7
6 STUDY PLAN
Below is a study plan that we propose you use to work through the study material
systematically, up to the examination. It is, however, merely a broad guideline and you may
adapt it to fit your own particular time schedule. The time allocated to each topic also serves as
an indication of its importance within the context of all the prescribed study material. Also refer
to the page reference guide for more detail on main learning areas. Please see the Study @
Unisa brochure for general time management and planning skills.

Study Time Date to be

unit Topic taken: completed Main learning areas
1stsem/2nd
sem
1.1 Definition of marketing
1 The nature of 13 hrs 11Feb/11Jul 1.2 Marketing gaps
marketing 1.3 Marketing activities to bridge the
gaps
1.4 The place of the marketing
function
1.5 Management tasks in marketing
1.6 Evolution of the marketing
concept
1.7 The marketing concept
2.1 Marketing environment
2 The modern 14 hrs 18Feb/18 Jul components
marketing 2.2 Variables in the
environment microenvironment
2.3 Variables in the market
environment
2.4 Variables in the macro
environment
2.5 SWOT analysis
Marketing 3.1 The need for marketing
3 information 13 hrs 25Feb/25Jul information
3.2 Information management

Marketing 4.1 Marketing research

4 research 14 hrs 04Mar/04 Aug 4.2 The marketing research process

5.1 Consumer behaviour

5 Segmenting 13 hrs 11Mar/11Aug 5.2 STP Process
the consumer 5.3 Bases for segmentation
market 5.4 Market segmentation profiles
5.5 Criteria for targeting and
segmenting
5.6 Product positioning

8
 MNM1503/101

6.1 The product concept

6 Product 13.hrs 18Mar/18Aug 6.2 Classifying products and
decisions services
6.3 Product mix and product line
6.4 Branding, packaging and
labelling
6.5 Developing new products
6.6 The product life cycle (PLC)
7.1 The communication process
7 Marketing 13.5 hrs 25Mar/25 Aug 7.2 Marketing communication
communication 7.3 Promotional mix elements
decisions 7.4 Personal selling
7.5 Sales promotion
7.6 Direct marketing
7.7 Public relations and publicity
8.1 Distribution
8 Distribution 13 hrs 31Mar/31Aug 8.2 The four basic distribution
decisions channels
8.3 Franchising
8.4 Selecting a distribution channel
8.5 Distribution management
9.1 The nature of pricing
9 Price decisions 13 hrs 08Apr/08 Sep 9.2 Identifying pricing constraints
9.3 Identifying pricing objectives
9.4 Demand, supply and revenue
9.5 The cost, value, and profit
relationship
9.6 Selecting an appropriate price
level

7 ASSESSMENT
7.1 General remarks

The assignments for this module are contained in Addendum A, further on in this tutorial letter.
Before you do the assignments please study the rest of this section.

Assignments are seen as part of your learning experience for this module. The process of doing
the assignment includes studying the prescribed textbook, consulting other resources,
discussing the work with fellow students or tutors, or doing additional research. You are, in
fact, actively engaged in learning. Pay particular attention to the assessment criteria for each
assignment as these criteria will help you to understand what is required of you.

9
7.2 Submission of assignments

You may submit your assignment in hard-copy (using a mark-reading sheet), or electronically
via myUnisa.

Hard-copy assignments should be sent to:

The Registrar
PO Box 392
UNISA
0003

Please note that as delays may occur when using the postal system, it is recommended that
you submit your assignment on myUnisa. This will be most beneficial as myUnisa provides
students will a status update regarding your submission.

Note that Assignments may not be submitted by fax or e-mail.

To submit an assignment via myUnisa:

 Go to myUnisa.
 Log in with your student number and password.
 Select the module.
 Click on “Assignments” in the left-hand menu.
 Click on the number of the assignment you want to submit.
 Follow the instructions on the screen.

For detailed information and requirements as far as the submission of assignments are concerned, see
the brochure: Study @ Unisa that you received with your study material.

PLEASE NOTE: Enquiries about assignments (for example, whether or not the University
has received your assignment or the date on which an assignment was returned to you)
must be addressed to [email protected]. You might also find information on myUnisa.

7.3 Compulsory assignments and self-evaluation assignments

7.3.1 Compulsory assignment

There are TWO compulsory assignments for this module, both which are in the form of twenty
multiple-choice questions. There are non-negotiable submission deadlines for each of these
two assignments (see Addendum A further on). You need to submit the first of these
assignments if you wish to gain entry to the examination. Both compulsory assignments,
however, contribute to your year mark.

7.3.2 Self-evaluation assignment

You will see that there is also a THIRD assignment that is for self-evaluation purposes only. It is
in the form of 10 MCQs and you must NOT submit this assignment to Unisa for marking. The
guidelines for answering this assignment will be provided in tutorial letter 202. This will help you
to mark your assignment after you have completed it.

10
 MNM1503/101

7.4 Commentaries and feedback on assignments

You will receive the correct answers to your assignment questions in Tutorial Letters 201 (for
Assignment 01) and 202 (for Assignment 02). These tutorial letters will be sent to you after the
due dates of the assignments and will also be available on myUnisa. The assignments and the
commentaries on these assignments constitute an important part of your learning and should
help you to be better prepared for the next assignment and the examination.

7.5 Due dates and unique numbers of assignments

Compulsory due dates and unique numbers are available in Addendum A.

7.6 Year marks

Your year mark, based on the mark obtained for the two compulsory assignments, contributes
20% towards your final mark, while your examination mark contributes 80%.

The combined weighted average of your year mark and examination mark must be 50% or
higher for you to pass the module. However, you must obtain a minimum of 40% in the
examination, regardless of your year mark. If you obtain less than 40% in the examination your
year mark will not be taken into account and you will fail.

For example:

Assignment mark 01 = 60%

Assignment mark 02 = 80%
Average mark = 70% (60% + 80% / 2)
20% of the assignment mark = 14%

Examination mark = 50%

80% of the examination mark = 40%

Final mark = (20% assignment mark) + (80% examination mark)

= 14% + 40%
= 54%

You will need a final mark of at least 40% to qualify for a supplementary examination. Refer to Tutorial
Letter MRMALL8/301/2018 for more information.

7.7 The examination

For general information and requirements as far as examinations are concerned, see the
brochure: Study @ Unisa which you received with your study material.

7.7.1 Examination admission

Examination admission will be granted to all students who submit the first compulsory
assignment. Students who do not submit the first assignment will not be allowed to write the
examination.

11
7.7.2 Examination period

This module is offered on a semester basis, which means that there are two registrations each
year. If you register at the start of the year (1st semester registration), you will write the
examination in May/June 2018, while the supplementary examination (if applicable to you) will
be written in October/November 2018. If you register in the middle of the year (2nd semester
registration), you will write the examination in October/November 2018, while the supplementary
examination will be written in May/June 2019.

During the year, the Examination Section will provide you with information regarding the
examination in general, as well as information on examination venues, examination dates and
examination times.

7.7.3 Examination paper

The format of the examination paper for undergraduate modules is as follows:

ALL EXAMINATION PAPERS ARE TWO-HOUR EXAMINATIONS.

First-level modules:
 The question paper will only comprise multiple-choice questions.
 There will be 70 multiple-choice questions each worth 1 mark, representing a total of 70
marks.

Comment
If you are not sure whether your module is a 1st-, 2nd-, or 3rd-level module, simply check the numbering in the module code.
For example, MNM1501 is a 1st-level module; MNM2602 is a 2nd-level module, while Mnm3603 is a 3rd-level module.

8 FREQUENTLY ASKED QUESTIONS

The Study @ Unisa brochure contains an A-Z guide of the most relevant study information.
There is also an FAQ tab on myUnisa that will provide relevant information.

9 IN CLOSING
In closing, I hope that you will enjoy this module. I believe it to be a very useful and practical
module. Remember that the module requires you to work at your studies – the more you do, the
more you will get out of your studies. Do not hesitate to contact me if you encounter academic
queries or problems in your studies.

Kind regards,

Mr T Mkhize
Department of Marketing and Retail Management
Unisa

12
 MNM1503/101

10 ADDENDUM A: ASSIGNMENTS
There are THREE assignments for this module. The first TWO assignments (the multiple-choice
Assignments 01 and 02) are COMPULSORY and must be submitted. Both compulsory
assignments contribute to your year mark. You need to submit the first of these assignments if
you wish to gain entry to the examination. The submission dates of these two assignments are
non-negotiable.

IMPORTANT NOTICE:

Assignments 01 & 02 for semester 1 are different from Assignments 01 & 02 for semester 2.

SEMESTER 1
ASSIGNMENT 01 – COMPULSORY – Must be submitted to gain examination entry

When completing the mark-reading sheet or submitting this assignment via myUnisa, be sure to
use the correct unique number as detailed below:

Semester Due date Unique number

1 16 March 2018 809390

This assignment consists of fifteen multiple-choice questions. Each question is worth one mark,
and your mark out of fifteen will be converted to a percentage. Refer to section 7 of this tutorial
letter for information on the submission of assignments. The questions come from study unit
1-5 of the study guide

QUESTION 1

Which ONE of the following options can be defined as the process of planning and executing
the conception, pricing, promotion and distribution of ideas, products and services to create
exchanges that satisfy individual and organisational goals.

1 Advertising
2 Marketing
3 Marketing management
4 Business management

QUESTION 2

Which ONE the following options refers to an ongoing investigation into the needs/wants of
targeted prospective and current consumers?

1 Product management
2 Promotions
3 Market research
4 Relationship marketing

13
QUESTION 3
The environment in which businesses operate is generally referred to as the …

1 firm.
2 atmosphere.
3 business environment.
4 macro-environment.

QUESTION 4

Which management style refers to a leader who uses inspiration and charisma to stimulate
employees’ performance?

1 Transformational
2 Contingent reward
3 Laissez-faire
4 Autocratic

QUESTION 5

The concept that maintains that businesses are part of the larger society in which they exist and
are accountable to society for their performance is called ...

1 System orientation
2 Customer orientation
3 The marketing concept
4 Social responsibility

QUESTION 6

Buying and selling are … marketing activities.

1 exchange
2 primary
3 auxilary
4 secondary

QUESTION 7

The … function generates income from sales and is responsible for the marketing process.

1 information
2 marketing
3 public relations
4 human resources

14
 MNM1503/101

QUESTION 8

What can be defined as those that are used to transfer the market offering to the buyer, and
falls under the three categories, namely primary, auxiliary and exchange.

1 orientations
2 activities
3 environments
4 concepts

QUESTION 9

Which ONE of the following options is defined as the process of choosing the best alternative to
reach objectives?

1 Creative thinking
2 Mobilising
3 Strategising
4 Decision making

QUESTION 10

The decisions that affect organisational objectives and goals, and other important policy
matters, and usually involve huge investments or funds is called …

1 Routine
2 Individual
3 Strategic
4 Individual

QUESTION 11

There are three management tasks in the field of marketing management. In the tasks listed
below, which ONE is excluded from the three management tasks?

1 Planning
2 Implementation
3 Control
4 Analysis

QUESTION 12

Which ONE of the following options is NOT one of the three main components of the business
environment?

1 Micro-environment
2 Market environment
3 Macro-environment
4 Policy environment

15
QUESTION 13

Which ONE of the following statements correctly describes marketing information?

1 It refers to all the available statistics, opinions, facts and predictions of business
environment .
2 It is the systematic design, collection, analysis and reporting of data relevant to a specific
marketing situation.
3 It is anything factual in a format that is suitable for decision making or in a context that
defines the relationship between two or more pieces of data.
4 It is a structural process used to gather and analyse data on a particular opportunity or
threat.

QUESTION 14

In which component of a typical marketing information system will you find the marketing
decision support system?

1 Inputs
2 Transformation
3 Modelling
4 Outputs

QUESTION 15

Which ONE of the following questions can NOT be answered by information stored in the
marketing intelligence subsystem?

1 Who are our customers?

2 What are our competitors’ strengths, weaknesses and strategies?
3 What is our competitive advantage?
4 Who are the marketing intermediaries and suppliers?

16
 MNM1503/101

SEMESTER 1
ASSIGNMENT 02 – COMPULSORY

When completing the mark-reading sheet or submitting this assignment via myUnisa, be sure to
use the correct unique number as detailed below:

Semester Due date Unique number

1 13 April 2018 782941

Assignment 02 consists of fifteen multiple-choice questions. Each question is worth one mark,
and your mark out of fifteen will be converted to a percentage. Refer to section 7 of this tutorial
letter for information on the submission of assignments. The questions come from study unit
6-10 of the study guide

QUESTION 1

Which ONE of the following statements is TRUE about post-purchase evaluation?

1 The process comes to an end simply because the consumer has bought the product.
2 Customer loyalty is not important to the business, since there are so many customers.
3 After a customer has bought a product, it’s important that he or she decides whether he is
satisfied with the decision.
4 Customers evaluate their purchase decision. If (for a particular reason) they feel that they
took an incorrect decision to purchase the product, they cannot return the product.

QUESTION 2

Which ONE of the following information is NOT available in the routine data of a simple
marketing information system?

1 Information about the customers of a business.

2 Information about the reasons why customers are not buying as they used to.
3 Information about customers who pay their accounts on a regular basis.
4 Information about competitors’ activities.

QUESTION 3

Which ONE of the following is NOT a source of information that is stored in the marketing
intelligence subsystem?

1 Competitors’ websites and annual reports

2 Information from the accountancy and operations departments in an organisation
3 A research company that sells information about consumer trends
4 Online databases

17
QUESTION 4

… are the reason a business like FRY Group Foods exists and it is the organisation’s
responsibility to ensure that their needs and wants are satisfied and that they produce products
that will be offered to them with the purpose of making a profit

1 Retailers
2 Wholesalers
3 Consumers
4 Producers

QUESTION 5

The first four stages of the consumer decision-making process, in the correct order, are:

1 Consumers identify their needs, evaluate alternatives, purchase the product and make the
purchase decision
2 Collect information, evaluate alternatives, make the purchase decision and purchase the
product.
3 Evaluate alternatives, make the purchase decision, purchase the product and do post-
purchase evaluation
4 Consumers identify their needs, collect information, evaluate alternatives and make the
purchase decision

QUESTION 6

Which ONE of the following statements correctly explains the validity of research?

1 Validity refers to the consistency of a measure.

2 The validity of research is used when a company wants to track how customers perceive
their customer service.
3 Validity determines whether the research measures what it is required to measure.
4 When a questionnaire is valid, the researcher knows that he can compare the different
times when the survey is done.

QUESTION 7

Which research design should be used when a company wants to understand more about the
reasons why customers are not buying as often as they used to?

1 Exploratory
2 Descriptive
3 Causal
4 Quantitative

18
 MNM1503/101

QUESTION 8

Which survey technique would you use when you want a method that is cost effective, that
reaches a large geographic area and where you can use technology such as CATI?

1 Personal interviews
2 Telephone interview
3 Self-administered questionnaire
4 Internet survey

QUESTION 9

The level of a product that satisfies consumers’ need to know how a product is used is the …

1 core product.
2 tangible product.
3 augmented product.
4 product image.

QUESTION 10

Which ONE of the following options is NOT a characteristic of a service that marketers use to
differentiate product from services?

1 Inseparability
2 Invisibility
3 Perishability
4 Variability

QUESTION 11

The state that can be defined as the time/stage during which the customer is informed and
aware of the product’s existence is called …

1 cognitive.
2 emotional.
3 behavioural.
4 conative.

QUESTION 12

Which ONE of the following statements best describes a shopping product of a company?

1 These products are brought frequently and have many close substitutes.
2 These products carry a higher associated risk as they may be more highly priced.
3 These products are commonly sold in niche markets.
4 When buying these products, customers may need emotional support and encouragement
from the supplier.

19
QUESTION 13

Which ONE of the following strategies can be used to enforce the purchase decision?

1 Retargeting or sending simple email reminders that speak to the need for the product in
question can reinforce the purchase decision even if the opportunity seems lost.
2 Not communicating with the customers in the meantime.
3 Returning to Step 1 of the sales process to make sure things are done correctly.
4 Changing the advertisement’s message and the targeted consumers would be
appropriate.

QUESTION 14

Which ONE of the following options relate to the decision-making process used in selecting,
evaluating, using and disposing of products and services.

1 Consumer behaviour
2 Marketing management
3 Procurement management
4 Marketing information systems

QUESTION 15

Maslow’s hierarchy of needs classifies needs according to their importance to human beings.
Maslow describes … needs as the most basic needs such as water, food and sleep.

1 safety and security

2 belongingness
3 physiological
4 esteem

20
 MNM1503/101

SEMESTER 2
ASSIGNMENT 01 – COMPULSORY – Must be submitted to gain examination entry

When completing the mark-reading sheet or submitting this assignment via myUnisa, be sure to
use the correct unique number as detailed below:

Semester Due date Unique number

2 24 August 2018 763148

Assignment 01 consists of fifteen multiple-choice questions. Each question is worth one mark,
and your mark out of fifteen will be converted to a percentage. Refer to section 7 of this tutorial
letter for information on the submission of assignments. The questions come from study unit
1-5 of the study guide

QUESTION 1

Which ONE of the following options may be referred to as one of the core marketing aspects?

1 Exchange and marketing

2 Value satisfaction and quality
3 Promotion and production
4 Financial stability

QUESTION 2

A managerial philosophy where an organisation should focus on meeting the needs of

customers, ensure that all departments and people in the organisation are focused on satisfying
customers and in the process make a profit is the definition of the …

1 marketing concept.
2 product concept.
3 consumer decision-making process.
4 marketing research process.

QUESTION 3

The evolution of marketing thinking resulted in a reorientation of management thinking which is

referred to as marketing concepts. Which ONE of the following options does NOT form part of
the marketing concept?

1 Customer
2 Systems
3 Supply chain
4 Profit

21
QUESTION 4

Which ONE of the following orientations indicate all actions should be aimed at satisfying the
needs and wants of the target market?

1 Customer
2 Systems
3 Profit
4 Organisational

QUESTION 5

The main focus of … is on the maintenance of long-term relationships between the

organisation, government, public, suppliers of raw materials, employees, and current and
potential consumers.

1 marketing activities
2 the systems orientation
3 relationship marketing
4 the marketing process

QUESTION 6

Which ONE of the following options is NOT a variable of the micro-environment in marketing?

1 Natural resources
2 Vision statement
3 Marketing mix
4 Promotions management

QUESTION 7

Which ONE of the following are agents who do not take title of products they sell?

1 Middlemen
2 Auxiliary enterprises
3 Sales representatives
4 Sales intermediaries

QUESTION 8

“A series of firms or individuals who participate in the flow of goods and services from producer
to final user or consumer.” This is the correct definition for which ONE of the following
concepts?

1 Importing
2 Exporting
3 A distribution channel
4 A manufacturer

22
 MNM1503/101

QUESTION 9

Which of the following information are NOT available in the routine data of a simple marketing
information system?

1 Information about the customers of a business

2 Information about the reasons why customers are not buying as they used to
3 Information about customers who pay their accounts on a regular basis
4 Information about competitors’ activities

QUESTION 10

Which ONE of the following options is NOT a source of information that is stored in the
marketing intelligence subsystem?

1 Competitors’ websites and annual reports

2 Information from the accountancy and operations departments in an organisation
3 A research company that sells information about consumer trends
4 Online databases

QUESTION 11

Which ONE of the following BEST indicates the importance of environmental scanning?

1 It helps to understand the business’ image and branding purpose.

2 It helps the business to identify its profitability and the inventory systems used by its
competitors.
3 It provides an early signal of weaknesses and problems which can be sorted out before it
is too late.
4 Employees should use the data received from the analysis to identify products that needs
to be eliminated

QUESTION 12

Which ONE of the following options entails examining and choosing between various ways of
using marketing opportunities, countering marketing threats and achieving marketing
objectives?

1 Controlling
2 Evaluating
3 Planning
4 Implementing

QUESTION 13

Which ONE of the following variables of the micro-environment fall into the category of strategic
direction category?

1 Scope, goals and objectives

2 Sales, profit and customer relationships
3 Marketing budget, skills and abilities
4 Competition, marketing channels and goals
23
QUESTION 14

In a SWOT analysis, which of the following are regarded as internal factors?

1 Opportunities and weaknesses

2 Strengths and weaknesses
3 Strengths and threats
4 Opportunities and threats

QUESTION 15

What are the four primary variables (4P’s) which are essential for the marketing management
team to take decisions of?

1 The product, the place, the promotion and the people.

2 The product, the place, the promotion and the price.
3 The product, the staff, the promotion and the price.
4 The product, the price, the place and the people.

24
 MNM1503/101

SEMESTER 2
ASSIGNMENT 02- COMPULSORY

When completing the mark-reading sheet or submitting this assignment via myUnisa, be sure to
use the correct unique number as detailed below:

Semester Due date Unique number

2 28 September 2018 836675

Assignment 02 consists of fifteen multiple-choice questions. Each question is worth one mark,
and your mark out of twenty will be converted to a percentage. Refer to section 7 of this tutorial
letter for information on the submission of assignments. The questions come from study unit
6-10 of the study guide

QUESTION 1

Segmenting customers into groups according to the market value they place on a product is
best described as ... segmentation

1 geographic
2 demographic
3 market-value-based.
4 psychographic

QUESTION 2

Pulp book company is facing a huge problem of outdated stock, which ONE of the following
phases in the product life cycle can characterised the rapid decrease in sales in the target
market of Pulp Book product?

1 Decline phase
2 Maturity phase
3 Introductory phase
4 Growth phase

QUESTION 3

If the Distell group decides to produce a wine named after the company what type of brand
would this be?

1 A family brand
2 An individual brand
3 A company brand
4 A private brand

25
QUESTION 4

Momentum wants to utilise a research technique to investigate a marketing phenomenon that

has already taken place. This is known as … research.

1 quantitative
2 post-hoc .
3 casual
4 ex-post facto

QUESTION 5

There are three aspects that have to be considered when developing a research objective.
Which ONE of the following is NOT one of the three aspects?

1 Research question
2 Hypothesis
3 Scope of the research
4 Cost of the research

QUESTION 6

Where would a researcher find new data that are collected for the study at hand?

1 Internally in the records of the organisation

2 By doing surveys and experiments
3 In libraries and publications
4 From external research companies that do general research on market trends

QUESTION 7

During the product … stage of the consumer adoption process, consumers try to get more
information about the product.

1 evaluation
2 interest
3 trial
4 awareness

QUESTION 8

Which of the following BEST represent some of customer markets that an organisation can
analyse?

1 Consumer, industrial and government markets.

2 Competitor, government and reseller markets.
3 Reseller, political and international markets.
4 Industrial, consumer and technological markets.

26
 MNM1503/101

QUESTION 9

Which ONE of the following options are group factors that influence customer behaviour?

1 Personality and family

2 Social class and lifestyle
3 Family and social class
4 Motivation and personality

QUESTION 10

In which step of the sampling process will a researcher get a list of names of all the people in a
population?

1 Identify the problem of the opportunity

2 Identify the sample frame
3 Select the sample method
4 Decide on the sample size

QUESTION 11

Pulp Book Company is an independent online bookstore and it has launched a new product.
Which ONE of the following strategies can Pulp Book use to capture the market?

1 Price skimming
2 Penetration pricing
3 Prestige pricing
4 Bundle pricing

QUESTION 12

Different Nikon cameras are made with different features such as wide lenses and varying
shutter speed. What layer of product concept is described above?

1 Potential product
2 Product image
3 Core product
4 Tangible product

QUESTION 13

Which ONE of the following options represents the LAST THREE steps in the new product
development process?

1 Idea generation, idea screening, concept testing

2 Concept testing, business analysis, product development
3 Test marketing, commercialisation, idea generation
4 Product development, test marketing, commercialisation

27
QUESTION 14

During which stage of the new product development process does the management look at the
value which the proposed new product will add to the organisation?

1 Idea testing
2 Test marketing
3 Concept development
4 Business analysis

QUESTION 15

Which ONE of the following sampling refers to the situation whereby sample population is
drawn from whoever is ready available, and the sample is normally not a true representation of
the population, and the data is not very reliable.

1 Quota
2 Convenience
3 Judgemental
3 Snowball

28