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mnm2605 exam pack 2023
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MNM2605EXAM PACK
2023
QUESTIONS
AND
ANSWERS
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To stay in the market organisations need to consider developing trends that will influence consumer
behaviour. Explain any four developing trends (2 marks each = 8 marks) and provide an example for each
trend. (1 mark each = 4 marks).
1. Green marketing: This is where companies focus on producing more environment friendly products and
market their products as well as their company as an environmentally friendly company.
2. Cause related marketing: this is where companies donate to a specific cause by either spending a % of the
customers spending on a good cause or spending some of its own revenue towards a good cause.
3. Gender based marketing: This is where companies can segement a market into gender and focus their
marketing campaigns on the specific gender chosen,
4. Black diamonds:
Describe four (4) individual factors that will influence the consumer’s decision whether she will purchase
Will’s products or not. Provide a practical example of each factor (1 mark per individual factor = 4 marks and
1 mark per example = 4 marks)
1. Motivation: the driving force within a person that pushes you to act
2. Perception: entire process of when and individual becomes aware of his environment and interprets it in
such a way that it would fit in his own frame.
3. Personality : the psychological characteristics that determines and reflects how a person responds to an
environment
4. Attitude : the way people behave consistently in a good and bad way to market related objects or events
5. Learning: process whereby consumers gets to understand and learn what the product or service does
Explain the ABC model of attitudes to the marketing manager of a company of your choice by discussing its
three (3) components (2 marks per component = 6 marks) and give an example for any two (2) components
(2 marks)
A = Affecttive component( feelings or emotions)
This component involves emotion and feelings about a product or store. Example… coffee x is overpriced.
B = Behavior component ( actions)
Represent the outcome of the cognitive and affective components - Buys or not to buy,
C = Cognition (beliefs)
Customers knowledge or total belief about a product or store represents the cognitive component of the
consumers attitude
Explain to the CEO of your choice that there are various types of online users by discussing any four (4)
types of these online users (2 marks per type = 8 marks).
1. Focused information seekers
Consumers who know exactly what they want
2. Unfocused information seekers
Consumers who are just browsing the internet
3. Direct buyers
Consumers who knows exactly what to buy and what they are prepared to pay
4. Bargain hunters
Consumers who are actually looking for a good bargain.
5. Entertainment seekers
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Consumers who take pleasure in the time they spend online surfing the internet.
What is the web
The web is essentially a way of viewing and organising the information that Is being sent across the
internet
Discuss the 3 main functions of the web
1. Communication function
The web enables cheaper, faster and more effective communication between organisations
and their customers
2. An information fuction
The web enables organisations to gather information about customers including their profiles,
online behaviour , wants and needs
3. A business function
The web can be used as a marketing tool that is used by companies to advertise poducts .
There are four (4) major functions that attitudes perform. Identify and discuss each function of attitudes
and provide an example of each function. (2 marks per function = 8 marks and 1 mark per example = 4
marks).
1. Utilitarian function- people will make their feelings knows and would generally have more positive attitudes
towards products they are satisfied with.
2. Ego – defensive function: most people would want to protect themselves from truth about themselves;
Marketers recognise this function and advertise Eg: anti- aging cream that makes you look younger.
3. Value expressive function: refers to how people express their central values to others.
4. Knowledge function: attitudes is one of the main contributors to a person’s understanding of the
environment, and can be a means of placing the environment into perspective
Discuss any four (4) types of reference groups that a consumer can refer to in helping her with this buying
decision and provide an example of each type of reference group. (1 mark per reference group discussion
= 4 marks and 1 mark per example = 4 marks)
1. Formal reference group eg, work people or dance class
2. Informal reference group eg , family and friends
3. Primary reference groups eg,people in the same class at school and whom you have contact with
daily
4. Secondary reference groups- a group in another country that we don’t meet face to face but can still
influence your buying patterns
5. Membership and non membership reference group, membership of a church or club, and then non
membership would be people that still model their behaviour on that if a the member of the club or
church
6. Aspirational reference group- eg a group that you aspire to be part of , like a graduate at unisa
7. Dissociative reference group, these are groups that you avoid eg smokers group.
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Discuss the characteristics of personality.
1. Personality reflects individual differences
There are a large number of people who has the same personality traits, this allows the marketer to group
people by personality traits, example some people are sociable and some are not sociable
2. Personality is consistent and long lasting
3. Personality is conceived of as a whole representing itself in an environment
4. Personality can change
There are four (4) personality theories which have played a prominent role in the study of the relationship
between consumer behaviour and personality. Discuss these four personality theories (2 marks per theory
= 8 marks).
1. Freud’s psychoanalytic theory
Unconscious motives and repressed needs resulting in a non- practical approach to personality
2. Neo-Freudian theory
Social relationships are fundamental to the formation of personality
3. Trait theory
Personality is composed of a set of traits described by the general response to predispositions
4. Gestalt theory
Personality is an outcome of introducing a person to a total environment
There are four (4) dominant types of households. Identify and discuss each type. (1 mark per type = 4
marks)
1. The one person household consist of one independent person’
2. The nuclear household consist of a married couple with or without kids
3. The extended household is the nuclear household plus relatives such as granparents, uncles ,
aunties,cousins etc.
4. The single parent household consist of one parent and atleast 1 child.
Discuss the five (5) stages of the traditional household life cycle and indicate and motivate the stage in
which Rafael and Sara are based on the case study. (2 marks per stage = 10 marks and 2 marks for the
motivation)
1. Bachelorhood
2. Honeymooners
3. Parenthood
4. Post parenthood
5. Dissolution
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