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MARKETING NQF LEVEL 3

NOVEMBER 2009

(3041003)

28 October (Y-Paper) 13:00 – 16:00

This question paper consists of 9 pages and a 2-page addenda.

NATIONAL CERTIFICATE (VOCATIONAL)

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TIME: 3 HOURS

MARKS: 150

NOTE: If you answer more than the required number of questions, only the

required number of questions will be marked. All work you do not want to be marked must be clearly crossed out.

INSTRUCTIONS AND INFORMATION 1. 2. 3. 4. 5. 6. 7.

Answer ALL the questions in SECTION A. Answer only FOUR questions in SECTION B. Read ALL the questions carefully. Write your examination number clearly and legibly on the ANSWER BOOK. Start each question on a NEW page. Number the answers exactly the same as the questions in this question paper that you choose to answer. Write neatly and legibly.

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SECTION A (COMPULSORY) 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 - 1.5) in the ANSWER BOOK.

1.1 Which ONE of the following factors belongs to the macro environment? A

B C D

Mission statement Demographics Objectives Competitors

1.2 The marketing department's budget is used for the … A

B C D

marketing mix. price mix. promotion mix. product mix.

1.3 Data that has been collected before and is used for current research is known

as …

A

B C D

primary data. secondary data. tertiary data. digital data.

1.4 The way that people in an organization think and behave is known as: A

B C D

Code of conduct Disciplinary code Ethical issues Corporate culture

1.5 … is an example of corporate investigation. A

B C D

Reducing managerial risks Analysis of business trends Mission and objectives Short term and long term goals (5 × 2)

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QUESTION 2 Choose a word/term from the list, for each of the descriptions below. Write only the word/item next to the question number (2.1 – 2.10) in the ANSWER BOOK.

problem definition; coding; preliminary research; verification; reporting; recurrent information; response rate; census; tabulating; field research

2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10

It involves a complete count of the elements of a population. It is the percentage of the total attempted interviews that are completed. It is provided on a continuous basis and very useful for indicating problems and opportunities. When you have identified the problem or opportunity, you decide on the types of information you need. Research conducted outside the organisation. To sort data into types and give each type a number to identify it by. Arranging data in a particular way so that it is easy to compare. The second step in a marketing research project. The final step in a marketing research project. Assists in checking whether data entered is correct. (10 × 2)

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TOTAL SECTION A: 30

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SECTION B Answer any FOUR questions in this section. QUESTION 3 Study the advertisement below and answer the questions that follow:

This product is sold at Clicks Stores, country-wide.

[Source: CLICKS CRAZY EASTER SAVINGS, March 2009] 3.1 3.2 3.3 3.4 3.5 3.6 3.7

Do you think the above advertisement encourages a customer to make a purchase? Explain. (1 × 2) At whom is this product aimed? What restriction appears in the advertisement? Is this a seasonal advertisement? Give a reason for the answer. When advertising, particularly, food and electrical goods, what factors should a firm consider in order to provide customers with the best service and goods? List THREE factors. (3 × 2) Name FOUR components of a marketing plan applicable to Clicks Stores. (4 × 2) Explain FOUR ways in which marketing research could help Clicks Stores in their marketing concept. (4 × 2)

(2) (1) (2) (3) (6) (8) (8) [30]

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QUESTION 4 Study ADDENDUM A (attached) and answer the following questions: 4.1 4.2 4.3 4.4 4.5

A postal survey package consists of different elements. List FOUR of them. (4 × 1) Give and explain TWO reasons that would prevent you from entering this competition. (2 × 2) Classify the type of question asked in QUESTION 1 and QUESTION 4 of ADDENDUM A. (2 × 2) Give SIX reasons why it is necessary to edit a questionnaire. (6 × 2) Vodacom does research in all its marketing environments. Name the environments and explain why research must be done in each of them.(3 × 2)

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QUESTION 5 Refer to the picture on packaging below and answer the questions that follow:

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5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8

Identify the data code that Kellogg's uses on its packaging. Name THREE other data codes commonly used in South Africa. (3 × 2) Kellogg's uses technology for market research. Identify TWO forms of technology that are used. (2 × 2) List the steps that Kellogg's marketing department will follow when under-taking research. (4 × 2) For what would Kellogg's use marketing research results? (2 × 2) How would Kellogg's policies influence the research? (2 × 2) Identify the target market for the above product. How do you know that this product is in the growth phase of the product life cycle?

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QUESTION 6 Study ADDENDUM B (attached) and answer the following questions: 6.1 6.2 6.3 6.4 6.5

Discuss the life cycle of a product when it is in the growth phase. (5 × 2) Name TWO companies that worked together to launch this product. (2 × 2) In which stage of its life cycle is the product in ADDENDUM B? (1 ×2) Whenever an organisation introduces a new product on the market, its customers go through a new product adoption process. List the stages of the adoption process. (5 × 2) Explain the difference between a marketing plan and marketing activity plan for Theta Theta. (2 × 2)

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QUESTION 7 Refer to the article and picture that appear below and answer the questions that follow.

While the domestic market was far from vibrant, KFC continued to do very well internationally, especially in Asia. By 2001, Kentucky Fried Chicken was the most recognized foreign brand in China, where the company had 500 restaurants. KFC also had about 300 outlets in Thailand, and more than 150 in Indonesia. The company adapted its recipes to local tastes, and successfully navigated the differing political and regulatory climates abroad. By 2006, KFC had 1 700 restaurants in China, more than tripling in five years. Profit and sales figures saw increases of over 25 per cent for some quarters, while comparable figures domestically were 1 and 2 per cent. KFC significantly outsold McDonald's in China, and by 2006, KFC was opening a new outlet every 22 hours. Yum!'s boss David NOvak told Business Week (October 30, 2006) that he hoped to eventually have as many KFC restaurants in China as in the United States. 'There is no one else in China expanding at this level with the returns we are generating,' he told the magazine. Thus while the U.S. market had continued to slumber for KFC in the years it had been run by Tricon/Yum!, overseas KFC was a powerful force.

http://www.answers.com/topic/kfc-corporation 8/11/2009

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7.1 7.2 7.3 7.4 7.5 7.6 7.7

What were the possible strengths that the Chinese, Indonesians and Thais recognised after conducting a SWOT analysis that permitted these countries to establish so many KFC outlets in these respective countries? (3 × 2) State TWO factors that were considered in order to increase sales in the Asian countries. (2 × 2) What is understood by the term slumber as used in the passage? Why do you think that KFC market in the US is in a slumber mode? (2 × 2) 'KFC was spinning a new Chinese outlet every 22 hours.' Name TWO data verification methods that were undertaken in order to open so many stores. (2 × 2) Study the picture above and identify THREE items that represent the KFC brand. (3 × 2) In 2006 - KFC had 1 700 restaurants in China and the expectation is that this will triple after 5 years. As a Chinese citizen, what marketing strategy would you adopt to encourage customers to purchase KFC? KFC has a Code of Conduct for its employees. Why would KFC institute this Code of Conduct for its workers? (2 × 2)

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TOTAL SECTION B: GRAND TOTAL:

120 150

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ADDENDUM A Study ADDENDUM A in order to answer QUESTIONS 4.1 – 4.5 that appear on page 6.

[Source: Vodacom magazine, March, 2009]

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15.

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ADDENDUM B Study ADDENDUM B in order to answer the QUESTIONS that appear on page 7.

[SOURCE: VODAWORLD AUTUMN '09]