Page 1 of 6

ASSIGNMENT 1ST SEMESTER

PRINCIPLES OF MARKETING
(M1)
MARKETING 1 (MAR101)

CHAPTERS COVERED

CHAPTERS 1 - 6

DUE DATE

3:00 p.m. 18 MARCH 2014

TOTAL MARKS

100

MATERIAL SUPPLIED

ANSWER SHEET (PAGE 6)

INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS

The complete Instructions to Students for Completing and Submitting Assignments must be collected from
any IMM GSM office, the relevant IMM GSM recognised Additional Tuition Centre or can be downloaded from
the IMM GSM website. It is essential that the complete instructions be studied prior to commencing your
assignment. The following points highlight only a few important notes.
1.

You are required to submit ONE assignment per module.

2.

The assignment will contribute 20% towards the final examination mark, and the other 80% will be
contributed by the examination, however, the examination papers will count out of 100%.

3.

Although your assignment will contribute towards your final examination mark, you do not have to earn
credits for admission to the examinations; you are automatically accepted on registering for the exam.

4.

Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname, student
number and subject at the top of each page.

5.

The IMM GSM requires assignments to be presented in a typed format, on plain A4 paper. Unless
otherwise specified, this assignment must be completed within a limit of 1500 words, excluding the
bibliography. Students who exceed the word limit may find that only part of the submitted assignment
will be marked.

6.

A separate assignment cover, which is provided by the IMM GSM, must be attached to the front of
each assignment.

7.

Retain a copy of each assignment before submitting, in case the original does not reach the IMM GSM.

8.

The assignment due date refers to the day up to which assignments will be accepted for marking
purposes. The deadline is 3:00 p.m. on 18 March 2014. Late assignments will be accepted, but
25 marks will be deducted from the maximum mark, if received after 3:00 p.m. on 18 March 2014 and
up to 5:00 p.m. the following day, after which no assignments will be accepted.

9.

If you fail to follow these instructions carefully, the IMM Graduate School of Marketing cannot accept
responsibility for the return of the assignment. It may even result in your assignment not being
marked.
Results will be available on the IMM GSM website, www.immgsm.ac.za, on Friday, 2 May 2014.

Assignment: 1st Semester 2014

IMM Graduate School of Marketing

M1 / MAR101

Page 2 of 6

SPECIFIC INSTRUCTIONS:
1.1
This is an open-book assignment and is set to test your understanding of the
concepts and principles involved.
1.2

You will be penalised for copying the work of fellow learners, or simply
copying passages from the textbook, study notes or other texts. Be
aware that doing this is plagiarism!

It is only when you use your own words that the markers are able to establish
whether you have understood the concepts outlined in the study notes. The markers
are then in a better position to offer you constructive feedback.
Students are reminded that this is an individual effort and group submissions will be
penalised.
Answer ALL the questions.
Presentation marks are not awarded.
ANSWER ALL FIVE (5) QUESTIONS
QUESTION 1 Multiple choice

[20]

Indicate your answer to each of the following questions on the answer sheet
provided. Each answer is worth two (2) marks. For each question below select the
MOST APPROPRIATE answer from the choices given. Mark your answer with an X
in the correct block on the ANSWER SHEET on page 6.
1.1

Which if any of the following are not part of Maslows hierarchy of needs?
a)
Social needs
b)
Cultural needs
c)
Psychological needs
d)
Safety needs
e)
More than one are not part.

1.2

Marketing segmentation is generally considered to involve four levels. Which

of the following most represent the four levels of marketing segmentation?
a)
Macro-marketing; micro-marketing; selected marketing; progressive
marketing
b)
Micro-marketing; segment marketing; niche marketing; mass-marketing
c)
Mass-marketing; macro-marketing; micro-marketing; segment
marketing
d)
Segment marketing; macro-marketing; niche marketing; micromarketing
e)
None of the above.

Assignment: 1st Semester 2014

IMM Graduate School of Marketing

M1 / MAR101

Page 3 of 6

1.3

Rogers innovation adoption model identifies various categories of consumers,

according to their readiness to try new products or innovation. Which of the
following best describes the typical early majority category?
a)
Adventurous, keen and eager to try something new.
b)
They do not like change, are conservative and suspicious of new things.
c)
They are skeptical and will only adapt the product when many others
have tried it.
d)
They are cautious consumers preferring to adopt only after the product
has proved successful.
e)
They are well educated and often opinion leaders in their communities.

1.4

Fiscal policy is one of the aspects encountered in which area of the macro
environment?
a)
Economic
b)
Social
c)
Political
d)
Technological
e)
Legal

1.5

Which group identified in Rogers innovation adoption model is most likely to

be older and most likely to purchase due to external pressures?
a)
Innovators
b)
Early adopters
c)
Early majority
d)
Late majority
e)
Laggards

1.6

Which competitive strategy concentrates on producing a unique product but to

a broader target market in other words, a target market that values
differentiation rather than low prices?
a)
Focused strategy
b)
Cost leadership strategy
c)
Niche market strategy
d)
Differentiation strategy
e)
Price parity strategy

1.7

Which term is most out-of-place:

a)
Product
b)
Culture
c)
Promotions
d)
Pricing
e)
None of them.

1.8

Which of the following are not used as the basis of demographic

segmentation?
a)
Climate
b)
Lifestyle
c)
Specific benefits
d)
Personality
e)
All of the above

Assignment: 1st Semester 2014

IMM Graduate School of Marketing

M1 / MAR101

Page 4 of 6

1.9

Differentiation strategies require the organisation to

a)
stay focused on its target markets.
b)
target different market segments with different products.
c)
carry a range of products with different marketing mixes.
d)
All of the above.
e)
None of the above.

1.10

Which is the most populated province of SA?

a)
Limpopo
b)
KwaZulu Natal
c)
Gauteng
d)
Eastern Cape
e)
Western Cape

QUESTION 2

[20]

2.1

Explain in not more than four (4) lines what is meant by the term marketing
objective, and provide an example of a marketing objective.
(6)

2.2

Explain in not more than four (4) lines what is meant by the term marketing
strategy, and provide an example of a marketing strategy.
(6)

2.3

Using your examples for each of the above show how they work together in
practice in marketing planning.
(8)

QUESTION 3

[20]

Marketing is important to all organisations, irrespective of which sector they operate

in. Select an organisation from either the motor industry or FMCG sectors and
3.1

show why marketing is important to the organisation.

(7)

3.2

identify how marketing assists the following functions to perform their tasks
effectively in context with the marketing concept:

Finance

Production

Distribution.
Bear in mind that part of the marketing function is to guide the organisation
and assist in providing a coordinated/integrated effort. Please use examples
to illustrate your understanding.
(13)

QUESTION 4

[20]

Everyone talks about the fact that customers are central to the company and need
focus and attention.
4.1

Explain in your own words why the customer is so important (illustrate your
answer with examples to show your understanding).
(6)

Assignment: 1st Semester 2014

IMM Graduate School of Marketing

M1 / MAR101

Page 5 of 6

4.2

Describe in brief how marketers go about understanding the

customer/consumer decision-making process and identify the various
individual and socio-cultural influences on the decision-making process. (14)

QUESTION 5

[20]

5.1

Describe your understanding of primary data and secondary data.

(7)

5.2

Provide three (3) examples of primary data.

(3)

5.3

Culture has been described as a societys personality. State what culture is

and discuss a few of the cultural forces that give the society you live in its
distinctive character.
(8)

5.4

What is the estimated population of South Africa as per 2009 statistics (see
text); and as per the latest census results (find out!)
(2)
ASSIGNMENT TOTAL: 100

Assignment: 1st Semester 2014

IMM Graduate School of Marketing

M1 / MAR101

Page 6 of 6

ANSWER SHEET
(DETACH THE ANSWER SHEET AND INCLUDE IT WITH YOUR ASSIGNMENT)
ASSIGNMENT:

PRINCIPLES OF MARKETING (M1)

MARKETING 1 (MAR101)

DATE:

18 MARCH 2014

QUESTION:

ONE (1)

STUDENT
NUMBER:

QUESTION
NO.
1.1

1.2

1.3

1.4

1.5

1.6

1.7

1.8

1.9

1.10

SELECTED ANSWER

Assignment: 1st Semester 2014

IMM Graduate School of Marketing

M1 / MAR101