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COM3701 EXAM PACK 2023
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COM3701EXAM
PACK 2023
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2
COM3701
OCTOBER/NOVEMBER 2020
YOU HAVE TO SELECT AND ANSWER ANY TWO QUESTIONS.
QUESTION 1
Trek and Pole, a travel company based in Pretoria, South Africa has asked you to launch a
marketing strategy for an expedition to Mount Kilimanjaro, Tanzania. Trek and Pole aims to
train amateur hikers who will be led by a team of experienced hikers to summit Mount
Kilimanjaro. The main aim of Trek and Pole is to become a leading travel company offering
various expeditions throughout Africa.
With reference to Trek and Pole’s Mount Kilimanjaro expedition described above, answer the
following questions:
1.1 Discuss the five steps of a marketing plan that should be part of a marketing strategy
for Trek and Pole’s expedition. (25)
1.2 Part of the marketing plan will involve utilising online advertising. Trek and Pole should
adhere to the four fundamental pillars of effective communication to fulfil the primary
purpose of online advertising. With application to the given scenario, discuss these four
(4) pillars of effective communication and how they apply to the Trek and Pole’s
marketing strategy. (10)
[35]
AND/OR
QUESTION 2
The Rosé Sunday Picnic is lifestyle event (picnic) held monthly in Pretoria. This event is a day
dedicated to delicious food by various chefs, drinks, music and great conversations with friends
and family. The Rosé Sunday Picnic features music set from various top DJs and various
marketing activations that will have you saying rosé all day!
2.1 Explain Marketing Public Relations (MPR) and how it can be used to promote Rosé
Sunday Picnic. (9)
2.2 Discuss the five (5) main environmental forces that need to be scanned to assess
trends that could affect the success of the event. (10)
2.3 Explain any five (5) relationship marketing objectives that Rose Sunday Picnic can use
as part of their marketing activation plan. (10)
2.4 Rose Sunday Picnic could potentially seek a rosé beverage brand to sponsor its events.
Explain any three (3) methods that can be used to determine if a sponsorship was
successful. (6)
[35]
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COM3701
OCTOBER/NOVEMBER 2020
AND/OR
QUESTION 3
3.1 Define communication campaign by focusing on the five primary elements of
its definition. (10)
3.2 Explain the two principles of operationalizing objectives within a
communication campaign. (10)
3.3 Explain the online marketing mix elements. Base your discussion on relevant
examples. (15)
[35]
TOTAL: 70
NISA 2020
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QUESTION 1
1.1 Five steps of a Marketing plan (25 Marks)
Step 1: Situational analysis
In the situational analysis research is done to determine how to improve the
organization. This is done by looking at, the current position; deciding who your target
market is; and knowing what competition you face (Du Plessis 2017:161)
Current position: The service is adding value to its consumers as it allows for amateur
hikers to embark on an adventure up Mount Kilimanjaro, with experienced hikers
creating a safer and educational experience of a lifetime.
Target market: Amateur hikers in and around Africa.
Competition: the competitive advantage is in the fact that there are experienced hikers
to help you all the way, while the competitors do not offer that.
Step 2: Marketing opportunities
In this step, a search for opportunities is done. This is done by looking at the, current
markets, buyers, growth markets and product service development and innovation (Du
Plessis 2017:162).
Present Markets: It is currently being sold in South Africa and Africa.
Buyers: Amateur hikers looking for a new experience are the buyers.
Growth markets: There will be many expeditions all around Africa in future.
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