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FINAL EXAMINATION COVER SHEET
TRIMESTER 1- 2020
| STUDENT INFORMATION | |
| NAME | Course Title |
| ID NUMBER |
Signature and Date |
| EXAMINATION INFORMATION | |||
| SUBJECT | FOM 101 – FOUNDATIONS OF MARKETING | ||
| NO. OF PAGES INCLUDING THIS COVER SHEET | 3 | ||
| TOTAL MARKS IN EXAM | 100 | % OF FINAL GRADE | 40 |
| EXAMINATION STRUCTURE | |||
| This examination has THREE (3) parts | Weighting | Marks | |
| 1. Short answer and essay style (Question 1, 2 and 3) |
3 compulsory question |
35% | 35 |
| 2. Short answer and essay style (Question 4 and 5) |
2 compulsory question |
30% | 30 |
| 3. Short answer and essay style (Question 6, 7 and 8) |
3 compulsory question |
35% | 35 |
| TOTAL | 100% |
INSTRUCTIONS
1. This is a Take-home exam. Textbooks, dictionaries and notes are allowed in the exam.
2. This is an individual exam. You must not speak to other students or look at others work.
3. Create a new word document and on top of the first page type
yourStudentID_FirstName_LastName_Lecturer’s Name_T1 2020.
4. Do NOT rewrite the question in your exam answers. Just write the number of the question.
5. The typed answers must need to be submitted in Turnitin in Moodle within the 48 hours of
the given timeframe.
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PLEASE NUMBER EACH ANSWER CLEARLY IN YOUR DOCUMENT.
PLEASE ANSWER ALL QUESTIONS
PART 1
Question 1 (10 marks)
What are the main components of a SWOT analysis and a PEST analysis
(or PESTEL / PESTLE / PESTDC)?
Question 2 (5 marks)
What are the main differences between the two types of analyses?
Question 3 (20 marks)
Adventure Travel is a large Australian travel company that specialises in domestic and
international adventure holidays. The company’s target audience is 18 – 40 year olds who seek fun
and adventure from their holiday experience.
An ‘adventure holiday’ is a type of organised holiday in which people do new and exciting things
(for example a trek, a safari, canoeing, rock climbing, or any physically challenging activity.)
Prepare a summary report for the Marketing Manager which includes both a SWOT and
a PESTLE analysis.
PART 2
Question 4 (20 marks)
(a) What are the four types of market segmentation? Please give examples for each using
products of your choice.
(b) Using an example of your choice, what is positioning?
Question 5 (10 marks)
Using the company Adventure Travel, discuss the relevant segmentation and positioning strategies
that you would recommend.
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PART 3
A large frozen food manufacturer, Great Southern Foods, is planning to launch a new range of
microwavable frozen pasta and sauce meals using the brand name Bella Pasta. It will be
distributed through supermarkets, service stations and convenience stores.
The broad target market is best described as “busy and active men and women aged 18-45 who
want good quality, nutritionally balanced meals, without the hassle of having to cook”. The
Marketing Manager is planning an extensive promotional campaign to support the launch.
Question 6 (5 marks)
Construct a fully labelled diagram of the Product Life Cycle and indicate which stage Bella Pasta
would be in.
Question 7 (20 marks)
You have been asked to develop a promotional plan which will encompass advertising, sales
promotion, personal selling and public relations. The major promotional objectives will be to create
awareness of Bella Pasta and to change the behaviour of your target audience and convince them
to try the product.
| (a) | Describe the promotional element/s that you would consider critical in meeting your promotional objectives and indicate why you have chosen them. Give specific examples of how you would apply (i.e. how do you intend on implementing) your suggestions in a ‘real world’ setting. |
| (b) |
Question 8 (10 marks)
How might your promotional strategies and activities differ between the business market (B2B)
compared with the consumer market (B2C)?
END OF EXAM
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