Final Exam MKT100 T3 2015 w marking criteria publish 代写
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Final Exam
Duration: 2 hours
Timing: Week 13
Learning Outcomes: A to J
Instructions:
• Answer one question from Part A. The question from Part A will be selected
for you randomly. You must answer all parts of the question.
• Answer two out of five questions from Part B. NOTE: Three (out of eight)
questions of Part B will NOT appear on exam. You will only find five questions
of Part B that you can select. You must answer all parts of the questions.
Part A Case study (40 marks)
Read Bling H2O case study (Kotler et. al. 2012, pp. 323-324). Each question is
awarded with 40 marks.
1. Explain the concepts “product” and “three levels of product”. Using Bling
H2O as a case, explain Bling H2O’s three levels of product.
2. Outline the factors affecting consumer behaviour. Select two factors to
explain consumers’ decision in buying Bling H2O.
Part B - Short Questions (30 marks each)
Q1. Outline the concept product life cycle and its stages. Using a real life brand as
an example (any national brand that operates in Australia will do), explain the
changes of this brand’s marketing mix strategies from introduction to growth.
Q2. Explain pricing strategies for a new product. Using a real life product, explain
the pricing strategy that this product adopts. Support your argument. (Hint:
consider any product when it was just launched).
Q3. Explain the steps of consumer decision-making process. Explain a situation
where consumers may or may not complete all steps in the process. (Select one
situation only). Provide the illustration with a specific real life product.
Q4. Lee Buckley just started a hotel business in Nelson Bay, NSW. He decided to
run an online campaign. Explain the options of setting up an online marketing
presence for Lee. Provide one example for each option.
Q5. Marketing has impact on individual consumers. Explain four out of six social
criticisms of marketing’s impact on individual consumers. Provide real life
example(s).
Q6. Explain all elements of communication process. Provide an illustration of the
communication process using a real life product that operates in Australia.
Q7. Explain distribution coverage strategies that a company can adopt. Using a
real life product in Australia, suggest the distribution coverage strategy that has
been adopted for this product. Support your argument.
Q8. Explains the concepts “push” and “pull” promotion strategies. Campbell
Arnott’s has a range of products such as Tim Tam, Campbell’s Soup, Shapes, Tiny
Teddy etc. Explain how this company can use “push” and “pull” promotion
strategies.
Good luck.
PART A
Need more
work
<10
Average
10-12.8
Good
13-14.8
Well done
15-16.8
Excellent
17-20
Concept
Applications
PART B: Question No.
Need more
work
<7.5
Average
7.5-9.6
Good
9.75-11.1
Well done
11.25-12.6
Excellent
12.75-15
Concept
Applications
PART B: Question No.
Need more
work
<7.5
Average
7.5-9.6
Good
9.75-11.1
Well done
11.25-12.6
Excellent
12.75-15
Concept
Applications
Need more
work
<7.5
Average
7.5-9.6
Good
9.75-11.1
Well done
11.25-12.6
Excellent
12.75-15
Concept
Applications
Need more
work
<7.5
Average
7.5-9.6
Good
9.75-11.1
Well done
11.25-12.6
Excellent
12.75-15
Concept
Applications
Need more
work
<7.5
Average
7.5-9.6
Good
9.75-11.1
Well done
11.25-12.6
Excellent
12.75-15
Concept
Applications
Need more
work
<7.5
Average
7.5-9.6
Good
9.75-11.1
Well done
11.25-12.6
Excellent
12.75-15
Concept
Applications
