NATIONAL CERTIFICATE (VOCATIONAL) NQF LEVEL 3 SUPPLEMENTARY EXAMINATION

Transcription

1 MARKING GUIDELINE NATIONAL CERTIFICATE (VOCATIONAL) NQF LEVEL 3 SUPPLEMENTARY EXAMINATION 2010 This marking guideline consists of 7 pages.

2 (MARKING GUIDELINE) -2- NC30(E)(F23)V QUESTION 1 1 True 2 False 3 True 4 False 5 False 6 False 7 False 8 False 9 False 10 False (10) QUESTION 2 1. H 2. C 3. J 4. E 5. I 6. A 7. G 8. D 9. B 10. F (10) QUESTION 3 1 Media Objectives 2 Sales Strategy 3 Competitive edge 4 Group Dynamics 5 Merchandise 6 personal development plans 7 Personal Selling 8 Target Audience 9 Advertising 10 Marketing Strategy (10) TOTAL SECTION A: 30

3 (MARKING GUIDELINE) -3- NC30(E)(F23)V SECTION B QUESTION Person-to-person communication The objective is to persuade potential customers to buy the company s products or services Customers can get help from the salesperson to identify their needs It is more expensive- considerations such as salaries, travelling etc. Identifying the right customer to approach can be difficult. (Any 4) (4 2) (8) 4.2 A formal handshake that is universally used in greeting customers. An informal greeting such as greeting a potential customer by calling them by their first names or A familiar greeting that is between the two. (Any 1) (1 1) (1) 4.3 Exclusive Distribution: Is usually used for specialised products such as designer clothing from the boutique stores where there is only one branch in a region. Intensive distribution: Is used by enterprises that provide for products that are bought by a large number of customers. Such as Bread and milk. These need to be distributed to many places to be accessible. Selective distribution: Use for products such as household appliances and furniture where customers compare the prices against the quality of these goods. Stores that sell exclusive furniture, but usually pricey. (3 3) (6) 4.4 Identification of the Competitor Investigating what the competitors are doing Finding out about the strength and weaknesses of the competitor Finding out about the competitor s marketing strategies. (4 2) (8) 4.5 ONE strength: It offers a well known brand And ONE weakness: It offers products made of plastic only. (2 2) (4)

4 (MARKING GUIDELINE) -4- NC30(E)(F23)V QUESTION Goals should be realistic Goals should be measurable Goals should be have time frames Goals should be clear and simple Give a reason for each goal Do not set too many goals. (Any 5) (5 2) (10) 5.2 Is a means by which news and advertising is brought to the people. (2 1) (2) 5.3 Printed media Those that are printed on paper and sold to customers, such as the newspaper. Television Advertising that is screened on the TV set during and between programmes. It is visual. Outdoor media Advertising that is done in the open outdoors on big surfaces where everyone can easily see the visual advert of whatever is advertised. Cinema Using the big screen to advertise to the audience that have paid to come watch a movie and opportunity is used to run an advert before the movie commences. Radio An audio media where information is given and people get to listen to programmes of the radio and inbetween they listen to adverts. Sponsorship Usually are observable at the sporting grounds where different organisations advertise on boards round the field. Or on sporting clothes that the players wear. New media It is the latest technology used for advertising such as MMS and SMS. (6 2) (12) 5.4 Builds relationship s with the company s public. Builds a good company image Can prevent negative publicity (3X2)

5 (MARKING GUIDELINE) -5- NC30(E)(F23)V QUESTION Levels of management Sections or departments Tasks Lines of authority 6.2 Unresolved conflict Lack of communication Lack of goals Lack of leadership (All 4) Communication be improved or Real achievable goals to be set or A cheerful and enthusiastic leader to be put in place of leadership or any sensible answer may be allocated a mark. (Any 1) (5X2) 6.3 Problem 1. Unavailability of banners in time 2. Posters not being visible to a potential customer. Corrective Action 1. Go collect banners and any other marketing material for the promotion. 2. Print larger posters fo visibility. 6.4 (Any sensible answer may be allocated a mark). Checking levels of merchandise. Checking quality of promotional material. Identifying promotional problems. Take corrective action. (4X1)

6 (MARKING GUIDELINE) -6- NC30(E)(F23)V QUESTION PUBLICITY PULIC RELATIONS 1. Identify the target market. 1. Decide on the objectives. 2. Decide on the communicative 2. Identify the target market. objective. 3. Design the message. 3. Decide on the message to be communicated. 4. Select the media to be used. 4. Decide on the medium or the media to be used. 5. Work out the timing of the message 5. Decide on a budget. Work out the timing. 6. Release the message. 6. Work out the timing. 7. Monitor the message. 7. Evaluate the programme. Values Ethical behaviour. 1. Fairness 1. An organisation will be fair in all its business involvement with the public. 2. Openness 2. All important information shall be shared with the public with no hidden agendas. 3. Courtesy 3. All customers shall be treated with courtesy and integrity 4. Truth and Honesty 4. No information will be withheld from the customers that can the put the customer in a dangerous position. Team member Roles and responsibility 1. Marketing manager 1.has to manage people in his/her department by planning, organising, leading and controlling all marketing processes. 2. Sales manager 2. Ensures sales targets are met, helps sales consultants, monitors the sales plan and manages the sales staff. 3. Sales executive 3. Promotes company products to customers, obtains orders and provides customer service. 4. Marketing assistant 4.Assist the marketing manager with any administrative tasks and any hands on job that may lend a hand on. (7x2)

7 (MARKING GUIDELINE) -7- NC30(E)(F23)V QUESTION Consumer Promotions They are offering a share to customers of airtime that is valued at R1.5 million. (2X2) 8.2 List the different factors that influence the choice of media that Nestle went through before they decided on printed media Working women, mothers single living people Talk-in-a-tin. (2X1) (2X1) 8.5 Target Market The message being sent The pricing Strategy The Promotional Strategies (Any 3) (3X2) 8.6 Trade Promotions They advertise in specialist trade Publications They run competitions for dealers They run training Programmes to help retailers and dealers They advertise jointly with retailers. TOTAL SECTION B: 120 GRAND TOTAL: 150