MRK 106 Final Assessment Questions_Grotell_Fall2023

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Seneca College *

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106

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Marketing

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Feb 20, 2024

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Seneca Polytechnic MRK106 – Introduction to Marketing DATE: 12/5/2023 TIME ALLOWED: 2 hours and 15 minutes PROFESSOR(S): Grotell-Wilchesky Allowable Examination Aids: (check applicable boxes) ☐ Calculators (non-programmable only) ☐ Math Tables (normal distribution table) ☐ Periodic Tables ☐ Formula Sheets (attached) ☒ Textbook ☐ Probability Tables ☐ Dictionary ☒ Printed Notes ☐ Other Answers to be completed on: ☒ Word Document ☐ GradeMaster Card ☐ Exam Paper TOTAL MARKS: 60 WEIGHTED VALUE: 25% INSTRUCTIONS: Follow the instructions provided by your professor on Page #2 to complete this exam. Academic Integrity Policy . Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca’s commitment to students by delivering high-quality education and teaching excellence, while supporting a positive learning environment. The AI policy is always in effect. Note Sections 2.3 and 2.4: “…2.3 Should there be a suspected violation of this policy (e.g.…cheating, falsification, impersonation or plagiarism), the academic integrity sanctions will be applied according to the severity of the offence committed. Refer to Appendix B for the academic integrity sanctions. 2.4 Should a suspected violation of this policy be a result of, or in combination with, a suspected violation of Seneca’s Student Code of Conduct and/or another non-academic-related Seneca policy, the matter will be investigated and adjudicated through the process found in the Student Code of Conduct.” MRK106 – Final Assessment MRK106 Final Assessment Page 1 of 4

60 Marks, 25% of Final Grade Instructions: 1. Please save this file in the format firstname.lastname.docx somewhere on your computer that you will be able to find it when you are ready to hand it in. 2. The questions are based on the case. Read each question carefully. Please answer all questions in this Word document. Do not worry if things go over the end of a page or if blank pages appear, this will not affect your grade and trying to fix it may cause more problems for you. 3. You should only be using the case material, the course textbook and your printed notes to answer the questions. 4. The answer length for each question should be in line with the number of grades assigned. For example, a 2-mark question should have an answer one quarter the length of an 8-mark question. 5. Please remember to save regularly! You do not want to lose what you have typed! 6. When you are done, save then EXIT Word before submitting your work on Blackboard. Pay attention to the deadline. 7. Late entries will not be accepted. Questions begin on the next page. MRK106 Final Assessment Page 2 of 4

MRK106 – Final Assessment Short-Answer Questions (6 Questions worth 50 total marks) 1. Using information from the case, and your general knowledge about current External Environmental factors, complete a SWOT Analysis for the Earth’s Own Oat Milk brand in Canada. Please include a total of 8 items, minimum one per square . B e sure to explain any assumptions you make . [ 8 Marks ] Internal Strengths Weaknesses   Externa l Opportunities Threats   2. Complete the following marketing mix (4 Ps) for Earth’s Own Oat Milk using facts from the case. You need to accurately name each P in the Marketing Mix column and include a total of 6 points across all 4 marketing mix elements, with a minimum of 1 descriptive point for each box. [ 8 Marks ] Marketing Mix (fill in) Description (fill in) P P P P 3. Identify and describe a Target Market for Earth’s Own Oat Milk . Be sure to include a minimum of 1 point in each of the following criteria; demographic, geographic, psychographic and behavioral. Ensure you have 8 points in total. [ 8 Marks ] Target Market Demographic  Geographic  Behavioral  Psychographic  4. Describe 3 needs of the Target Market you identified in question 4 and outline what the value proposition from Earth’s Own is for this Target Market. [6 Marks] Target Market’s Needs Value Proposition MRK106 Final Assessment Page 3 of 4

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      5. You learned about Marketing Research this semester. Assume the marketing team for Earth’s Own is looking to introduce a new flavour to their product line, list one method of Primary research and one method of Secondary research that they could use to obtain new flavour ideas. Explain the benefit of each method to support their need. [ 6 Marks ] Primary Research Method Explain your Choice   Secondary Research Method Explain your Choice   6. Using the steps you learned about for creating an Integrated Market Campaign (IMC), put a proposed Integrated Marketing Campaign plan together for Earth’s Own Oat Milk. [14 marks] IMC Step Details        MRK106 Final Assessment Page 4 of 4

MRK 106 Final Assessment Questions_Grotell_Fall2023

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