Started on Friday, 9 June 2023
State Finished
Completed on Friday, 9 June 2023
Time taken 1 hour
Marks 17.00/20.00
Grade 88.00 out of 100.00
Feedback Well done you have successfully completed assessment 4.
Question 1
Michael has acquired the services of Buhle Consultants to conduct primary research on
his motorbike company. The consultants will utilise all the following research techniques
in conducting this type of research, except...
a. internal data
b. field trials
c. test marketing
d. observation
Feedback
Your answer is incorrect.
Option A is correct because Michael cannot utilize internal data because internal data is
used for secondary research. Refer to Page 40 in the study guide.
The correct answer is:
internal data
Question 2
Which is the CORRECT order of the first four stages in the buying process?
a. Recognising the need, determining the characteristics and quantity needed,
searching for suppliers, evaluating and selecting the suppliers
b. Recognising the need, searching for suppliers, evaluating and selecting the
suppliers, determining the characteristics and quantity needed
c. Recognising the need, determining the characteristics and quantity needed,
evaluating and selecting the suppliers, searching for suppliers
d. Searching for suppliers, evaluating and selecting the suppliers, determining the
characteristics and quantity needed, recognising the need
Feedback
Options A, C and D are incorrect because they are the incorrect order of the first four
stages of the buying process. See page 14 in the Study Guide and page 27 in the
textbook/ 30 in the 2nd Edition textbook.
The correct answer is: Recognising the need, determining the characteristics and quantity
needed, searching for suppliers, evaluating and selecting the suppliers
Page 1 of 15
, Question 3
A marketing firm believes that it is ideally positioned against competitors in that its
product has unique characteristics and is price competitive. The competitive strategy that
the firm pursues is called the …
a. Low-cost.
b. Focused strategy.
c. Differentiation strategy.
d. Synergy strategy.
Feedback
The correct answer is: Differentiation strategy.
Question 4
Rhulani is the owner of Rent-A-Party, a business that rents out children’s party items,
such as jumping castles, party costumes, cutlery, tents, chairs and other items. Rhulani
always ensures that his business fulfils customer requests, such as special themes,
colours and other kid-related items. This is an example of which service quality
dimension?
a. Tangibles
b. Reliability
c. Assurance
d. Responsiveness
Feedback
Your answer is incorrect.
Option A is correct because Rhulani’s activities reflect responsiveness, which entails
willingness by the service provider to support and help the client by promptly replying to
the client’s requests and queries.
Refer to page 154 in the prescribed textbook.
The correct answer is:
Responsiveness
Question 5
Which ONE of the following statements is CORRECT about the collaborative relationship?
a. The purchase is of low importance and can easily be switched to another supplier.
b. The market is stable due to many suppliers and commodity products.
c. The buyer has few alternatives to choose from when purchasing.
d.The complexity of the purchase is low as it involves price and quantity issues.
Feedback
The answer key is option A. In a collaborative relationship, the buyer has few alternatives
to choose from when purchasing.
The correct answer is: The buyer has few alternatives to choose from when purchasing.
Page 2 of 15
