Exam (elaborations)
COM3701 EXAM PACK 2024/25
- Institution
- University Of South Africa (Unisa)
COM3701 EXAM PACK 2024/25 QUESTIONS WITH RESPECTIVE ANSWERS FOR EXAM REVISON
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lOMoAR cPSD| 47389193, lOMoAR cPSD| 47389193
What is the definition of marketing?
Marketing can be defined as the process whereby an organization creates plans and
then executes it in terms of pricing, promotion and distribution of ideas, goods,
services and events to create and maintain satisfactory relationships with individual
and organisational objectives. (Angelopulo and Barker 2013:148)
Key elements of the 2008 definition of marketing by the American Marketing
Association (2009)
Activity, processes
Set of institutions
Creating
Communicating
Delivering
Exchanging
Offerings
Value for customers, clients, partners, and society at large
Explain what marketing management is
Marketing management is the process of planning, organising and controlling
marketing activities. Marketing management must continuously evaluate the
marketing mix, namely the products, promotion, price and distribution. The
development of a marketing plan forms part of marketing management. The
marketing plan accomplishes five purposes, namely the explanation of the current
and future situation of the organisation, stating anticipated outcomes, specifying all
actions and establishing the persons responsible for each one, identification of
resources needed to achieve all planned strategies and actions, and actions can be
monitored and evaluated to implement the necessary controls.
Assume that you are a marketing manager at a large organization that needs to
promote its products. Indicate how the four basic principles of the marketing
concept will lead your marketing efforts.
Profit orientation. Once consumer needs are met, organisations will benefit from maximised
profitability which is one of the primary objectives. (Angelopulo and Barker 2013:153)
, lOMoAR cPSD| 47389193
Consumer orientation. Organisation should focus on the needs, demands and preferences of
their consumers and include that knowledge in all marketing activities. (Angelopulo and
Barker 2013:153)
Integration of organisational activities. Marketing objectives can be reached when all
departments in an organisation work together and communicate as an integrated whole.
(Angelopulo and Barker 2013:153)
Societal marketing. Marketers need to find a balance between consumer needs,
organisational profits and the interests of society once marketing policies are set. For
example, some companies might run a fundraising campaign to raise funds for less
privileged communities.
Online and traditional marketing have the same objectives, namely to increase an
organisation’s sales and profits.
Discuss components of the promotional mix by referring to the following online processes:
Online marketing (5)
Online marketing is an approach where communication techniques such as online sales
promotion and online direct marketing is used. Online sales promotion used by some
websites may include discounted offers, competitions, free samples or sweepstakes and
games. Online direct marketing can consist of e-commerce where an organisation creates an
online shop, selling products to the public. Another direct marketing strategy involves post-
sales communication by providing a service to customers who wish to track their parcels or
have any queries related to their account, purchases, delivery or product use. (Angelopulo
and Barker 2013:335) Online advertising (5)
Online advertising can be as effective as advertising in the physical marketplace. Online
advertising is aimed at creating awareness, communicating benefits, promoting trial
products or services. Product information, prices and/or distribution can be advertised on an
organisation’s website which may lead to a consumer taking action. (Angelopulo and Barker
2013:335)
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Online public relations (5)
Online public relations includes media releases, news, speeches, educational programmes,
corporate identity materials and various other information. It is important that organisations
provide organisational and product-specific information as it may influence customer
attitudes and behaviour. Consumers’ evaluation of corporate ability may have a positive
effect on product evaluations for new products. (Angelopulo and Barker 2013:336)
Explain the ten (10) Cs which are considered fundamental to online marketing success (10)
As per Angelopulo and Barker (2013:340-341), the ten Cs of online marketing can be
explained as follows:
Customer: Customer satisfaction should be the main goal because customers have more
power and control online than marketers.
Corporate culture: Organisations should strive to provide impeccable service to online
customers and they can do so by extending their vision to include new alliances and
partnerships.
Convenience: Online purchasing is a convenient way for customers to shop because it offers
them greater freedom and flexibility. There is no need to get caught up in traffic or wasting
time standing in long ques.
Competition: There are many companies competing with each other online, but competition
is often widely distributed and it varies. Marketers should consider where their next
competitor may come from and also contend with existing online competitors.
Communication: The promotional marketing mix should be carefully considered and
opportunity for feedback should be made available to customers.
Consistency: All online messages should be integrated with traditional marketing messages
so that customers do not get conflicting marketing messages.
Creative content: Creative, relevant and updated content is vital to attract more customers
and to encourage them to become involved in the online marketing messages.
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