MNB1601
Assignment 1 Semester 2 2023
Unique Number:
Due Date: 14 September 2023
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,MNB1601-23-S2 Assessment 2
QUIZ
Started on Monday, 7 August 2023, 12:07 PM
State Finished
Completed on Monday, 7 August 2023, 1:11 PM
Time taken 1 hour 4 mins
Marks 18.00/20.00
Grade 90.00 out of 100.00
Question 1 Pre-testing a questionnaire will enable a researcher to ________________ .
Correct
Mark 1.00 out of Select one:
1.00
a. determine how long a questionnaire should be
b. identify the main topics to be covered by the questionnaire
c. select a more appropriate target market
d. specify the information needed
The correct answer is: determine how long a questionnaire should be
Question 2 External customers all have different wants and have five basic needs. Which one of the following is
Correct NOT a basic need of an external customer?
Mark 1.00 out of
1.00 Select one:
a. Service
b. Price
c. Responsiveness
d. Action
The correct answer is: Responsiveness
Question 3 Products such as laptops adhere to market price strategies. For brands, such as Apple and Mac, who
Correct have successfully differentiated their products, there is some price discretion as consumers perceive
Mark 1.00 out of the products to be unique and do not mind paying more for them. During which product-life cycle
1.00 phase would one typically find such types of price decisions?
Select one:
a. Introductory phase
b. Growth phase
c. Maturity phase
d. Declining phase
The correct answer is: Maturity phase
Question 4 During the COVID-19 pandemic, many consumers paid close attention to messages containing
Incorrect information about the virus and the pandemic captured their attention. This is known as which
Mark 0.00 out of determinant of consumer behaviour?
1.00
Select one:
a. Attitude
b. Learning ability
c. Perception
d. Lifestyle
The correct answer is: Perception
Question 5 When choosing the packaging design of a product, the label should be carefully considered. The label
Correct differentiates the product from other similar products, especially if ________________ .
Mark 1.00 out of
1.00 Select one:
a. containers have been standardised
b. there is strong competition in the market
c. product prices differ substantially
d. it is a new product
The correct answer is: containers have been standardised
,Question 6 Which one of the following options should occur first during the design of a questionnaire?
Correct
Mark 1.00 out of Select one:
1.00
a. Specify the information needed
b. Determine the type of questionnaire
c. Determine the method of administration
d. Decide on question format
The correct answer is: Specify the information needed
Question 7 Which one of the following options best represents Channel 4 as a distribution channel?
Correct
Mark 1.00 out of Select one:
1.00
a. The first wholesaler obtains a specific product from numerous producers and then sells the
product to the second wholesaler.
b. Wholesalers sell directly to the final consumer.
c. The classic indirect-distribution channel that is still regarded as the most effective.
d. A direct-distribution channel where the product is sold directly to the final consumer by the
producer.
The correct answer is: The classic indirect-distribution channel that is still regarded as the most
effective.
Question 8 SABMiller is making a conscious effort to appeal to more health conscious drinkers. Their approach
Correct to marketing therefore places emphasis on what the consumer needs. This refers to the principle of
Mark 1.00 out of ________________ of the marketing concept.
1.00
Select one:
a. profitability
b. consumer orientation
c. social responsibility
d. organisational integration
The correct answer is: consumer orientation
Question 9 In order for segmentation to be meaningful, certain criteria must be met. Which one of the following
Correct represents a requirement for meaningful market segmentation?
Mark 1.00 out of
1.00 Select one:
a. The segment must be identifiable and measurable.
b. The segment must be unstable.
c. The segment must be difficult to reach so that competitors cannot target the same
consumers.
d. The segment must be indifferent to separate marketing approaches.
The correct answer is: The segment must be identifiable and measurable.
Question 10 SABMiller’s new scheme, Prosper, will include more global and local communications with the aim of
Correct positioning beer as the ‘natural choice’ for responsible drinkers. This type of communication will form
Mark 1.00 out of part of which variable of the marketing mix?
1.00
Select one:
a. Product
b. Place
c. Promotion
d. Price
The correct answer is: Promotion
, Question 11 Dumisani is the owner of a company, Knowledge Uncapped, that does marketing research for local
Correct businesses. One of their longstanding clients, Joe’s Gym, has approached Dumisani to find out which
Mark 1.00 out of equipment his clients would prefer to have access to in the gym. Joe and his team of fitness experts
1.00 have noticed that many of their clients have cancelled their contracts with Joe’s Gym in order to join
the new, modern gym across the street from them. To retain his clients, Joe wants to upgrade his
equipment, but realises the first step is to find out what his clients want. Dumisani will have to
compile a/an ______________ which is an instrument that will ask respondents a set of questions and
that is then used to generate the data necessary for accomplishing the research objectives.
Select one:
a. survey instrument
b. assignment
c. research checklist
d. agenda
The correct answer is: survey instrument
Question 12 After being encouraged by his girlfriend, Archie buys an entire range of new facial care products
Incorrect targeted at men. However, before he starts to use the products his girlfriend breaks up with him and
Mark 0.00 out of Archie throws away the products, unused. This is an example of an/a ____________ of consumer
1.00 behaviour.
Select one:
a. overt act
b. covert process
c. overt process
d. covert act
The correct answer is: overt act
Question 13 The various brands of beer that SABMiller markets include: Castle Lager, Castle Light, Carling Black
Correct Label and Hansa Pilsner, to name a few. The packaging for these various brands is very similar with
Mark 1.00 out of only the individual labels being different. SABMiller is making use of _____________ packaging.
1.00
Select one:
a. reusable
b. speciality
c. family
d. economic
The correct answer is: family
Question 14 KFC is part of the quick service restaurant industry, which means that customers no longer have to sit
Correct down to have their breakfast like at Wimpy. Customers are now able to have breakfast on-the-go
Mark 1.00 out of through convenient drive-thru’s. KFC is differentiating its breakfast product from Wimpy’s breakfast
1.00 product through differentiation on the basis of ______________ .
Select one:
a. packaging
b. advertising
c. price
d. distribution
The correct answer is: distribution
Question 15 Hashim is the marketing manager of Pens Galore. Sales have steadily been declining and Hashim is
Correct suspecting that their pens are being marketed to the wrong consumer market. He has decided to start
Mark 1.00 out of from scratch by looking at marketing segmentation. What should Hashim do next if he has already
1.00 identified the needs of the consumers in the market?
Select one:
a. Position the product offering within the market.
b. Select target markets on which the company will focus.
c. Group the identified needs into homogeneous subgroups.
d. Identify the consumers in the market.
The correct answer is: Group the identified needs into homogeneous subgroups.
