Postgraduate Diploma in Marketing December 2015 Examination Synergising Marketing Communications (SMC)

Transcription

1 Postgraduate Diploma in Marketing December 2015 Examination Synergising Marketing Communications (SMC) Date: 14 December 2015 Time: 0900Hrs 1200Hrs Duration: Three (03) Hrs Total marks for this paper is 100 marks. There are two parts in this question paper. All questions in Part One are compulsory. It includes a mini case. Part Two includes 6 Essay Type Questions. Answer 03 questions from this part. Instructions to candidates 1 State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts. 2. Always start answering a question on a new page. 3. You are reminded that answers should not be written in pencil or red pen except in drawing diagrams. 4. Answer the questions using: Effective arrangement and presentation Clarity of expression Logical and precise arguments Clear diagrams and examples where appropriate 5. Illegible handwriting and language errors will be penalised.

2 PART ONE Answer all questions Question 01: Case Study ARROW Arrow is a furniture company which is well known in the country. It produces standard furniture products and has based its business strategy on price (Because of the economy of scale possible with the standard products, it could sell at a very competitive price). However there have been new entrants to the market competing with Arrow on price. Since then Arrow had been reducing its prices in a bid to keep the market share, only resulting in erosion of profit margins. The design team at Arrow has come out with a new innovative and patented product. The new product is made out of modular units which can be assembled in to a variety of furniture products. It is like building blocks children play with. You can assemble the units in to one furniture unit and then dismantle it and re-arrange an entirely different one. You can buy additional modular units and expand the length or width of what you have already assembled. The main worry of the company is that their patent might not be able to entirely stop a competitor imitating the product in a different manner and patents are not forever. Arrow is trying to launch an aggressive marketing campaign to get the product to move fast so that it would be able to reap whatever benefits and enjoys the monopoly of the concept and the product. Source: Kamaladasa, N (2015) a. Identify the unique selling proposition of the product. (08 Marks) b. Suggest an outline for a rational appeal and an emotional appeal to market the product based on the Unique Selling Proposition (USP) suggested. c. Propose a tag line. Page 2 of 6

3 d. Identify a traditional channel which you think would work better in promoting the product and give one reason for same. e. Given the unique selling proposition it has, suggest an e-based interactive marketing tool you may be able to develop to attract your clients. f. Propose a media mix for the product comprising of at least four (04) different channels indicating one appeal you would make use in each of the channel selected. (08 Marks) g. State two (02) ways you are going to have the Media Multiple Effect by your mix. (Total 40 Marks) Page 3 of 6

4 PART TWO This part includes SIX Essay Type Questions Answer THREE questions Question 02 a. Define communication? Why does it play a critical role in marketing? b. Describe the communication process with the aid of a diagram. (10 Marks) c. State four (04) obstacles that prevent marketing messages from being received by the receivers as intended by the sender. Question 03 a. What is meant by cognitive, affective and conative strategies? b. Why it would be necessary to use all three of them? (08 Marks) c. Give an example for each that shows each strategy for advertising ladies garment by an apparel sales chain. Question 04 a. Explain one occasion where you could use sexual appeal in advertisement and one occasion where you should avoid it. b. List two (02) things you should take note in using sexual appeal in advertisements. c. Sexual appeal is justified as it addresses the clutter. Is there any other appeal equally strong other than sexual and music appeals, which you could make use of to address the clutter? Give two (02) reasons for your selection. d. There is a school of thought that people do not like to hear negative things and they may switch off listening or viewing negative things. However, many advertisers use fear to sell numerous products. State three (03) reasons as to why they use it. Page 4 of 6

5 Question 05 a. Describe the difference between trade promotions and consumer promotions. b. Identify two (02) occasions where you can give less priority to trade promotions and concentrate more on consumer promotions and explain why. c. You are considering coupons as a means of promoting a consumer product. List two (02) drawbacks in the use of coupons as a promotional tactic. d. Consumers when purchasing a product may be brand loyal with certain products and promotion prone with certain other products. Identify stating reasons, two (02) kinds of products where consumers are brand loyal to and two (02) types of products they would consider if there is a promotion. (08 Marks) Question 06 a. In communication market analysis it is necessary to assess the best media to channel a particular communication about a product. List two (02) important factors you need to consider as a part of a communication market analysis. b. List five (05) advertising goals and briefly describe each. (10 Marks) c. State three (03) different advertising schedules you could consider as an advertiser. (03 Marks) d. If you are marketing a product that has highest sales during Christmas, what schedule would you select and give your reasons for the selection. (03 Marks) Page 5 of 6

6 Question 07 Dilmah family owned tea brand that captured the world market bringing recognition back to Ceylon tea with Single Origin Ceylon Tea. a. How can Dilmah use packaging as a promotional mix element? (03 Marks) b. List five (05) elements that have been considered in designing Dilmah s Packaging. (05 Marks) c. List and explain three (03) types of sales promotions suitable for Dilmah tea. d. Discuss the benefits of Merchandising to the above company. (Total 60 Marks) (Total 100 Marks) -END- Page 6 of 6