MMK295 T3 2023 - Week 11 Intensive Seminar - Exam Review

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Deakin University *

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295

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Marketing

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Feb 20, 2024

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15

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Week 11 Seminar: Practice Exam Qs Exam format information on unit site and in review slides/recording Deakin University CRICOS Provider Code: 00113B
What’s on the Exam? Deakin University CRICOS Provider Code: 00113B Deakin University CRICOS Provider Code: 00113B • Exam will be Open-book, 24 hour , Online - must be completed individually. • 4 multi-part long answer questions, worth 40 percent of your final grade in total . • Hurdle : you must pass the exam (50%) to pass the unit. • The exam covers the things that are important. The lectures and seminars cover the things that are important. • The textbook can and will provide important supplemental information, but the exam will not cover material that hasn’t been mentioned at all • No external research should be done about the scenarios provided. Use the scenario information as-is.
Practice Exam Questions – for discussion The following slides will provide suggested answers to the practice exam questions form this weeks Lecture. In some instances, there are multiple ways you could respond to the question (i.e the answers given are not exhaustive); what matters is how you have justified it.
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Scenario 1 Deakin University CRICOS Provider Code: 00113B You have been hired as a marketing consultant to help a coffee company with a sustainable, quality position in their goal to target younger, eco-oriented consumers. Your job is to help them connect with their customers and increase brand-equity. 1A. Which benefit(s) would you focus on in your communications? Explain why. (2 marks)
Scenario 1 Deakin University CRICOS Provider Code: 00113B You have been hired as a marketing consultant to help a coffee company with a sustainable, quality position in their goal to target younger, eco-oriented consumers. Your job is to help them connect with their customers and increase brand-equity. 1B. Would you use the HEM or CPM in your communication design; why and how? (4 marks)
Scenario 1 Deakin University CRICOS Provider Code: 00113B You have been hired as a marketing consultant to help a coffee company with a sustainable, quality position in their goal to target younger, eco-oriented consumers. Your job is to help them connect with their customers and increase brand-equity. 1C. Which social media vehicle would you choose to use for connecting with the target audience? Justify your choice. (3 marks).
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Scenario 2 Deakin University CRICOS Provider Code: 00113B A small athletic-wear clothing company in Australia conducted marketing research on their target market of active consumers who enjoy playing sports and are interested in exercise and fitness lifestyles. The research found that this audience has a low level of awareness for the brand and does not fully know what the unique benefits of the product are, such as customizable design and moisture-wicking technology. Their objective is therefore to increase awareness of their product and convince consumers of its unique benefits. 2A. Which of the 5 potential ad functions would you recommend the brand use in their communications? Explain and justify your response. (3 marks)
Scenario 2 Deakin University CRICOS Provider Code: 00113B A small athletic-wear clothing company in Australia conducted marketing research on their target market of active consumers who enjoy playing sports and are interested in exercise and fitness lifestyles. The research found that this audience has a low level of awareness for the brand and does not fully know what the unique benefits of the product are, such as customizable design and moisture-wicking technology. Their objective is therefore to increase awareness of their product and convince consumers of its unique benefits. 2B. Indicate and justify which traditional marketing communication mix tool would you recommend using for this campaign. (3 marks)
Scenario 2 Deakin University CRICOS Provider Code: 00113B A small athletic-wear clothing company in Australia conducted marketing research on their target market of active consumers who enjoy playing sports and are interested in exercise and fitness lifestyles. The research found that this audience has a low level of awareness for the brand and does not fully know what the unique benefits of the product are, such as customizable design and moisture-wicking technology. Their objective is therefore to increase awareness of their product and convince consumers of its unique benefits. 2C. Would you recommend focusing more or reach or on frequency for this campaign? Explain why. (2 marks)
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Scenario 2 Deakin University CRICOS Provider Code: 00113B 2D. Robert is highly active, and very interested in sports. He has a large sense of motivation and interest with products related to physical activity. He is currently in a rush while on his way to an important work interview. On his route, he passes by your advertisement. Which features (central or peripheral) would Robert likely process of this message? Explain why. (3 marks)
eVALUate: Tell us what you think. We’ll listen. Deakin University CRICOS Provider Code: 00113B
eVALUate is now open This is your chance to give feedback Confidential (we take this very seriously) Any device, anytime, anywhere Your opportunity to impact student experience Important part of Deakin’s learning and teaching Outcomes directly from eVALUate feedback can be found at: http://deakin.is/evaluate-actions
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Giving feedback on eVALUate DO ~ Be polite and respectful ~ Be human and considerate ~ Comment on specific issues ~ Be objective ~ Focus on the issue not personal traits ~ Aim for balance about what was helpful and what you would like to see improve. DON'T ! Make it personal ! Be judgemental and insulting ! Use derogatory, sexist or racist language ! Go on a massive rant ! Be a troll
eVALUate is now open This is your chance to give feedback Scan the QR Code to go directly to your survey
Deakin University CRICOS Provider Code: 00113B Thank you for a wonderful trimester Good luck studying for your exams
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