NATIONAL CERTIFICATE (VOCATIONAL) MARKETING COMMUNICATION NQF LEVEL 2 NOVEMBER 2010

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1 NATIONAL CERTIFICATE (VOCATIONAL) MARKETING COMMUNICATION NQF LEVEL 2 NOVEMBER 2010 ( ) 29 October (Y-Paper) 13:00 15:30 This question paper consists of 7 pages.

2 ( ) -2- NC1500(E)(O29)V TIME: 2½ HOURS MARKS: 150 INSTRUCTIONS AND INFORMATION Answer ALL the questions. Read ALL the questions carefully. Number the answers according to the numbering system used in this question paper. Write neatly and legibly.

3 ( ) -3- NC1500(E)(O29)V QUESTION 1 Indicate whether the following statements are TRUE or FALSE. Choose the answer and write only 'true' or 'false' next to the question number ( ) in the ANSWER BOOK. 1.1 Frowning is a positive non-verbal communication act. (1) 1.2 Indirect written communication includes press releases, newspaper reports and magazine articles. (1) 1.3 The marketing communication planning process is also known as a marketing plan. (1) 1.4 Etiquette refers to a code of conduct within a specific environment. (1) 1.5 An example of written communication is when a sender makes a telephone call to a receiver. (1) 1.6 The marketing environment refers to customers in a target market and the competitors in that market. (1) 1.7 A brand name has a specific logo. (1) 1.8 Our five senses can influence a message. (1) 1.9 The sender does not need to encode a message before it can be sent to the receiver. (1) 1.10 Market share refers to the share that a product or brand has of the market. (1) [10] QUESTION 2 Complete the following sentences by using the words in the list below. Write only the word(s) next to the question number ( ) in the ANSWER BOOK. policy; interpersonal skill; social status; market research; profit; medium; ethics; an advertisement; layout; sponsorship 2.1 Customers tend to judge you not only by the words you use, but also by your (1) 2.2 refers to the way in which you interact with other people. (1) 2.3 is a course or principle of action adopted by a business, party, government or individual. (1) 2.4 is used to identify a customer's needs and expectations. (1)

4 ( ) -4- NC1500(E)(O29)V 2.5 is one of five main areas that influence product cost. (1) 2.6 The format used to carry a message to an audience is called (1) 2.7 refers to the right way of behaving. (1) 2.8 may aim to create a desire or must appeal to the customer's needs or emotions. (1) 2.9 A good emphasizes all the important words and pictures in an advertising message. (1) 2.10 refers to providing resources to a specific source, for example sports and culture. (1) [10] QUESTION 3 Choose a description from COLUMN B that matches the term in COLUMN A. Write only the letter (A J) next to the question number ( ) in the ANSWER BOOK. COLUMN A COLUMN B 3.1 Persuasive advertising A refers to the plan you are going to follow 3.2 Personal selling B uses sounds and images 3.3 Decoding C used to create and reinforce brand loyalty Consumer orientation Marketing strategies Telephone etiquette Product D E F anything that prevents a message from reaching a receiver one of the P's in the marketing mix a sales representative selling a product to a small audience Written communication Barriers Visualisation G H one of the effective communication tools used in the business sector requires one to have good telephone manners I when a receiver interprets the message from a sender J customers are the focus of all marketing efforts (10 x 1) [10]

5 ( ) -5- NC1500(E)(O29)V QUESTION Name the FOUR AIDA principles used by marketers when they advertise their products/services. (4 x 2) (8) 4.2 Name TWO purposes of advertising in marketing. (2 x 1) (2) 4.3 Any organisation wishing to build strong and lasting relationships with its customers needs to know how to communicate successfully with them. State FIVE interpersonal skills needed for developing a healthy relationship with your customers. (5 x 2) (10) 4.4 Persuasive communication is often used to influence customers and change their attitudes, beliefs and behaviour. Name and explain THREE approaches that you can use in persuasive communication. (3 x 2) (6) 4.5 The message is one of the main principles of persuasive communication. Name FOUR categories which people/customers fall into when they receive a message. (4 x 1) (4) QUESTION Name FOUR factors which influence the role of marketing communication in the marketing process. (4 x 2) (8) 5.2 Human beings have different needs and desires. These needs and desires influence the different advertising approaches. Name and explain SIX approaches used in advertising to influence human needs and desires. (6 x 2) (12) 5.3 Internal communication deals with the exchange of information within an organisation. Name FIVE areas generally covered by information that is communicated internally in a company. (5 x 1) (5) 5.4 According to David Berlo's S-M-C-R model, certain factors may influence the communication process between the sender and the receiver. Give FIVE examples of source factors that can influence the communication model. (5 x 1) (5)

6 ( ) -6- NC1500(E)(O29)V QUESTION List SIX objectives of marketing communication. (6 x 1) (6) 6.2 According to Maslow, human beings develop through different levels of need satisfaction. Indicate the FIVE levels of needs that all people need to satisfy in a diagram, and give ONE example of each level. (5 x 2) (10) 6.3 Name and explain the FIVE elements of the marketing communication mix that are related to marketing. (5 x 2) (10) 6.4 In any working environment people have different perceptions about other people. List FOUR perceptual barriers that can influence the way people communicate with one another. (4 x 1) (4) QUESTION Various situations can cause a communication breakdown between two or more people in a conversational situation. Choose a barrier to communication from COLUMN B that matches the example in COLUMN A. Write only the letter (A E) next to the question number ( ) in the ANSWER BOOK. COLUMN A COLUMN B Your cellphone rings while you are talking to a customer. Doing a presentation of a particular product or service in an inadequately ventilated room, causings people to doze off. A B C D psychological barriers gate-keeping physical barriers physiological barriers The candidate for the position of marketing manager is nervous during the job interview. E intercultural barriers Talking to someone who does not make eye contact with you because he/she considers it disrespectful to make direct eye contact when communicating with another person A customer who keeps avoiding meeting with you because she owes you money. (5 x 2) (10)

7 ( ) -7- NC1500(E)(O29)V 7.2 Read the case study below and answer the questions that follow. Mr. Davids is a Marketing Communication lecturer. He asked his students what non-verbal communication is. Peter quickly responded that it is communication that does not use words. Suddenly a cellphone rings in the class and the lesson is interrupted. There is also a loud noise outside the classroom where the groundskeeper is mowing the lawn. Identify the following elements of the communication process from the case study: The sender The receiver The message Communication barriers The medium (5 x 2) (10) 7.3 TELEPHONE MESSAGE JUST-FIX-IT is a big company situated in Durban. They sell and repair computers. Their contact details are as follows: Telephone number: Fax number: Address: Private Bag X2011, Durban, 4000 You are Lindy Khumalo, the secretary to the HR manager, Mr. P Kunene. Sipho, one of your clients, phones Mr Kunene to inquire whether his computer has been fixed and how much he has to pay for the service. His phone number is Unfortunately Mr. Kunene is out to a business meeting. You take the message. Draw up a telephone message for Mr. Kunene. (10 x 1) (10) TOTAL: 150