MNM2602/101/3/2020

Tutorial Letter 101/3/2020

Essentials of Marketing
MNM2602

Semester 1 and 2

Department of
Marketing and Retail Management

IMPORTANT INFORMATION
Please register on myUnisa, activate your myLife e-mail address and
make sure that you have regularly access to the myUnisa module
website MNM2602-20-S1/S2.
 CONTENTS
Page
1  INTRODUCTION ............................................................................................................................ 3 
2  OVERVIEW OF THIS MODULE ..................................................................................................... 4 
2.1  Purpose .......................................................................................................................................... 4 
2.2  Outcomes ....................................................................................................................................... 4 
3  LECTURER AND UNIVERSITY CONTACT DETAILS .................................................................. 4 
3.1  Lecturer ........................................................................................................................................... 4 
3.2  University ........................................................................................................................................ 5 
4  MODULE-RELATED RESOURCES .............................................................................................. 5 
4.1  Prescribed books ............................................................................................................................ 5 
4.2  Page reference guide ..................................................................................................................... 6 
4.3  Joining myUnisa ............................................................................................................................. 6 
4.4  Other resources – printed support material .................................................................................... 6 
4.5  Library services and resource information ...................................................................................... 7 
4.6  Predatory providers of classes and examination support ............................................................... 7 
4.7  TVET agreements ........................................................................................................................... 7 
5  MODULE-SPECIFIC STUDY PLAN............................................................................................... 7 
6  ASSESSMENT ............................................................................................................................... 8 
6.1  General remarks ............................................................................................................................. 8 
6.2  Submission of assignments ............................................................................................................ 8 
6.3  Extensions for submission of assignments ..................................................................................... 9 
6.4  Compulsory assignments ............................................................................................................... 9 
6.5  Commentaries and feedback on assignments ................................................................................ 9 
6.6  Year marks ................................................................................................................................... 10 
7  EXAMINATION ............................................................................................................................. 10 
7.1  Examination admission ................................................................................................................. 10 
7.2  Examination period ....................................................................................................................... 10 
7.3  Examination paper ........................................................................................................................ 11 
7.4  Previous examination papers ....................................................................................................... 11 
8  FREQUENTLY ASKED QUESTIONS .......................................................................................... 11 
9  CONCLUDING REMARKS .......................................................................................................... 11 
ADDENDUM A – PAGE REFERENCE GUIDE ....................................................................................... 12 
ADDENDUM B – ASSIGNMENTS FOR SEMESTER 1 .......................................................................... 14 
ADDENDUM C – ASSIGNMENTS FOR SEMESTER 2 .......................................................................... 26 

2
 MNM2602/101/3/2020

1 INTRODUCTION

Dear Student

Marketing is regarded as a core business function without which the organisation cannot survive. In
many ways, this is true since marketing identifies potential, profitable target markets and then guides the
organisation to produce a product or service that meets the needs of the target market. Studying
marketing can be interesting and exciting as we look at the procedures and strategic processes that
define the marketing function, the consumer, what drives buying behaviour, the marketing environment
and how it influences business decisions.

We shall do our best to make your study of this module interesting, useful and successful. You will be
well on your way to success if you start studying early in the semester and resolve to do the assignments
properly. We encourage you to visit the module site on myUnisa for MNM2602 frequently. The site for
Semester 1 is MNM2602-20-S1 and the site for Semester 2 is MNM2602-20-S2. In addition, apart from
this tutorial letter, you will receive printed copies of the online study material for this module. While this
printed material may appear to be different from the online study material, they are exactly the same as
the printed material that has been copied from the myUnisa website.

Tutorial Letter 101 (this tutorial letter) contains important information about the scheme of work, the
assignments, and guidelines on preparing and submitting the assignments for this module. Information
about the prescribed study material and other resources, and how to obtain it, are also provided. In
addition, we include general information about this module as well as administrative guidelines. We urge
you to read it carefully and to keep it at hand when you work through the study material, do the
assignments, prepare for the examination and address questions to your lecturer.

You will also receive Tutorial Letter 301/MRMALL8/2020 at the start of the semester. Please read it
together with Tutorial Letter 101, as it contains important general information about studying at a
distance in this department and in the School of Management Sciences. Later in the semester, you will
receive tutorial letters with guidelines on the assignments and information on how to prepare for the
examination.

From the onset, we have to point out that you must read all the tutorial letters that you receive during
the semester immediately and carefully as they will always contain important and sometimes urgent
information.

Getting started …

You can go online to access your study material and see what to do for the module. Go to
https://my.unisa.ac.za and log in with your student number and password. Click on myModules and you
will see MNM2602-20-S1 or MNM2602-20-S2 in the row of modules across the top of the web page. If
you cannot find it at the top, check in the Sites tab. Click on the module that you want to open.

In addition, you will receive this tutorial letter and printed copies of the online study material for your
module. While this printed material may appear to be different from the online study material, it will be
exactly the same and will have been copied from the myUnisa website.

We wish you much success in your studies!

3
2 OVERVIEW OF THIS MODULE
2.1 Purpose

At the end of this module, you will be able to demonstrate detailed knowledge of core marketing
principles, the marketing environment, marketing research, consumer behaviour, segmentation, targeting
and positioning the marketing mix and strategic marketing management. You will also be able to identify,
analyse and solve problems in practical scenarios by evaluating different sources of information and
using the information in marketing decision making. You will further be able to demonstrate an
understating of the relationship between different marketing principles and the ability to make decisions
regarding segmentation, targeting, positioning and the marketing mix elements in global and African
contexts by developing a segmentation, targeting and positioning plan and a marketing mix for an
organisation. As a student enrolled for this module you will be able to demonstrate an ability to evaluate
your performance against given criteria and provide support to the learning needs of others where
appropriate.

2.2 Outcomes
After completing this module, you should be able to demonstrate the following:

 Detailed knowledge of the main areas of marketing management, including an understanding and
ability to apply the key terms, concepts, facts, principles and theories of marketing management to
unfamiliar but relevant contexts
 An ability to evaluate, select and apply appropriate methods, and techniques within marketing
management and be able to identify, analyse and solve problems in unfamiliar contexts, by
gathering evidence and applying solutions based on evidence to marketing management
procedures.
 An ability to evaluate different sources of marketing, marketing research and consumer behaviour,
information and apply it to well-developed processes of analysis, synthesis and evaluation to that
information
 An understanding of the relationship between marketing management principles and the ability to
make decisions regarding the segmentation, targeting, positioning and marketing mix elements of
an organisation and applying it in familiar and new contexts.
 An ability to evaluate performance against given criteria and accurately address his or her task-
specific learning needs in a given context, and to provide support to the learning needs of others
where appropriate.

3 LECTURER AND UNIVERSITY CONTACT DETAILS

3.1 Lecturer
My name is Mrs Letitia Fourie and I am the lecturer for this module. My contact details are as follows:

Address: AJH van der Walt Building, Muckleneuk Campus, Pretoria

Office number: 5-65
Telephone: 012 429 8303
E-mail: marketing@unisa.ac.za

To avoid disappointment, make an appointment with me beforehand if you wish to see me in person.
Whenever you write to me, please include your student number to enable me to help you more
effectively.

4
 MNM2602/101/3/2020

I will be available to take phone calls about academic matters and/or to attend to students who prefer to
visit me personally for academic engagement. However, the days and times when I will be available will
be communicated by means of the Announcement option on the module page on myUnisa. These days
and times will be subject to change to accommodate my work schedule and other commitments;
however, the changes will be communicated in advance. Please check the module page on myUnisa
before phoning me or visiting my office for academic enquiries/engagements.

Please note that lecturers should only be contacted for academic enquiries (enquires about the content
of the module). If you want to enquire about your student account or whether we have received your
assignment, please refer to section 3.2 of this tutorial letter.

3.2 University

To contact the University, follow the instructions in the booklet Study @ Unisa. Remember to have your
student number available whenever you contact the University. In the table below are some of the most
important University contact details.

Communication with the administrative departments of the university

If you need to contact the university about matters that are not related to the content of this module, please consult
Study @ Unisa which you received with your study material. This booklet contains information on how to contact
the University (for example, to whom you can write with different queries, important telephone and fax numbers,
addresses and the times when certain facilities are open).

All administrative enquiries should be directed to the following:

Student admissions and registrations Study-info@unisa.ac.za

Student assessment administration for assignments Assign@unisa.ac.za
Student assessment administration for examination Exam@unisa.ac.za / examadmission@unisa.ac.za
Despatch: Study material despatch@unisa.ac.za
Finance finan@unisa.ac.za
ICT (myUnisa & myLIfe MyUnisaHelp@unisa.ac.za
MyLifeHelp@unisa.ac.za

See Tutorial letter 301 MRMALL8/2020 for further contact information.

4 MODULE-RELATED RESOURCES
4.1 Prescribed books

The tutorial matter for this module consists of the following:

 ONE study guide and a number of tutorial letters that are available in English only (supplied by
Unisa)
 TWO prescribed books (which you must obtain yourself)

The compulsory prescribed books for this module are:

 Cant, MC. 2016. Essentials of marketing. 5th edition. Cape Town: Juta.
 Niewenhuizen, C & Van Heerden, CH. 2016. Contemporary retail and marketing case studies. 2nd
edition. Cape Town: Juta.

Prescribed books can be obtained from the University's official booksellers. See the list of official
booksellers and their addresses in Study @ Unisa. If you have difficulty in locating the books at these

5
booksellers, please contact the Prescribed Books Section at telephone number 012 429 4152 or e-mail
address vospresc@unisa.ac.za.

4.2 Page reference guide

The study guide for MNM2602 is based on an earlier edition of Essentials of Marketing. A page
reference guide was compiled to link the prescribed book to the relevant sections in the study guide. The
page reference guide can be found in ADDENDUM A.

4.3 Joining myUnisa

If you have access to a computer that is linked to the internet, you can quickly access resources and
information at the University. The myUnisa learning management system is the university's online
campus that will help you to communicate with your lecturers, with other students and with Unisa’s
administrative departments – all through the computer and the internet.

Start at the main Unisa website at http://www.unisa.ac.za and then click on the myUnisa orange block.
This will take you to the myUnisa website. To go directly to the myUnisa website, go to
https://my.unisa.ac.za. Click on Claim UNISA Login on the right-hand side of the screen on the
myUnisa website. You will be prompted to give your student number to claim your initial myUnisa details
as well as your myLife e-mail login details. For more information on myUnisa, see Study @ Unisa.

It is very important that you log in to myUnisa regularly. We recommend that you log in at least once a
week or every 10 days to do the following:

 Check for new announcements. You could set up your myLife e-mail to receive the
announcements on your cellphone.
 Participate in the discussion forum activities. Every learning unit of this module has an activity.
Although these activities are not compulsory, we would like you to discuss them with your fellow
students, lecturer and e-tutor (if available) on the discussion forum. Do not skip these activities
because they will help you to better understand the theory of this module.

4.4 Other resources – printed support material

Because we want you to be successful in this module, we provide you with some of the study material in
printed format. The printed study material will be sent to you at the beginning of the semester, but you do
not have to wait for it before you start studying – you can go online as soon as you have registered and
find all your study material there. The material that we will send you is an offline copy of the formal
content of the online module. Having an offline copy will enable you to study WITHOUT having to use
the internet or to go to an internet café. It will save you time and money, and you will be able to read and
reread the study material and start with the activities. We hope that this system will help you to succeed
in this module. To get the most from the module, you MUST go online regularly to complete the activities
and assignments on time.

Remember that the printed support material is back-up material for everything on myUnisa. It does not
contain any extra information. In other words, do NOT wait for the printed support material to arrive
before you start studying.

6
 MNM2602/101/3/2020

4.5 Library services and resource information

For detailed information, go to the Unisa website at http://www.unisa.ac.za/ and click on Library. The
library has compiled the following guides to assist with your studies:

 To find recommended reading material in the print collection and e-reserves, go to

http://libguides.unisa.ac.za/request/undergrad.
 To request material, go to http://libguides.unisa.ac.za/request/request.
 To find, obtain and use library resources and tools for research, go to
http://libguides.unisa.ac.za/Research_Skills.
 To contact the library, find us on social media or see frequently asked questions, go to
http://libguides.unisa.ac.za/ask.

4.6 Predatory providers of classes and examination support

Please be aware of the existence of multiple fraudulent and predatory providers of classes and
examination guidance to Unisa students. Please note that Unisa does not have agreements with any of
these agencies/schools/colleges to provide tuition or support to our students. Unisa also does not
provide these predators with study material, guidelines or your contact information. These providers may
not have the necessary expertise to assist you and often charge exorbitant fees. If you receive an
invitation from any agency or college, it is best to confirm with your lecturer if the provider is a legitimate
Unisa partner.

4.7 TVET agreements

Unisa, however, have agreements with a number of TVET Colleges to provide contact tuition and
support for students in the following Higher Certificates:

‐ Higher Certificate in Economic & Management Sciences

‐ Higher Certificate in Banking
‐ Higher Certificate in Tourism
‐ Higher Certificate in Accounting Sciences

More information on this is available on the Unisa website.

5 MODULE-SPECIFIC STUDY PLAN

On the next page is a study plan that we propose you use to work through the study material
systematically until the examination time. However, it is merely a broad guideline and you may adapt it to
fit your own particular time schedule. The time allocated to each topic also serves as an indication of its
importance within the context of all the prescribed study material. Please see the Study @ Unisa brochure
for general time management and planning skills.

7
Study Time Date to be completed
Study unit name
unit taken Semester 01 Semester 02
1 Marketing management 10 hrs 17 February 4 August
2 The marketing environment 20 hrs 24 February 11 August
3 Marketing research 20 hrs 3 March 15 August
4 Consumer behaviour 20 hrs 10 March 18 August
5 Market segmentation 10 hrs 17 March 25 August
6 Market targeting 10 hrs 24 March 31 Augustus
7 Product positioning 10 hrs 31 March 8 September
8 The marketing mix 10 hrs 4 April 12 September
9 The planning, implementation and control process 10 hrs 7 April 17 September
TOTAL 120 hrs

6 ASSESSMENT

6.1 General remarks

The assignments for this module are in ADDENDUM B and ADDENDUM C of this tutorial letter. Before
you do the assignments, please study the rest of this section.

Assignments are regarded as part of your learning experience for this module. The process of doing an
assignment includes studying the prescribed books, consulting other resources, discussing the work with
fellow students or tutors, and/or doing additional research. You are, in fact, actively engaged in learning.
Pay attention to the assessment criteria for each assignment as they will help you to understand what is
required of you.

6.2 Submission of assignments

You are encouraged to submit your assignments for this module electronically via myUnisa. Remember
that the due date is the last day on which you can submit your assignment. Do NOT wait until the due
date before you submit your assignment on myUnisa, as the system might be very busy or down for
routine maintenance.

To submit an assignment on myUnisa:

 Go to myUnisa.
 Log in with your student number and password.
 Click on myModules and select the module.
 Click on Assessment info in the left-hand menu.
 Click on the number of the assignment that you want to submit.
 Follow the instructions on the screen.

For detailed information on and the requirements for submitting assignments, see Study @ Unisa.

8
 MNM2602/101/3/2020

You may submit your assignment in hard-copy (using a mark-reading sheet), but this method is not
recommended. Hard-copy assignments should be sent to:

The Registrar
PO Box 392
UNISA
0003

Assignments may not be submitted by fax or e-mail.

PLEASE NOTE:
Enquiries about assignments (for example, whether the university has received your assignment
or the date on which an assignment was returned to you) must be addressed to
Assign@unisa.ac.za. (Also read section 3 and you might also find information on myUnisa.)

6.3 Extensions for submission of assignments

Since assignments are marked electronically and the guidelines on answering the assignments are
made available on myUnisa after their due dates, extensions cannot be granted for the submission of
assignments.

6.4 Compulsory assignments

 Compulsory assignments and submission dates

There are THREE compulsory assignments for this module, the first two consist of 15 multiple-choice
questions and the third assignment is an online assignment (SAMigo). Each assignment has a non-
negotiable due date (see ADDENDUM B and ADDENDUM C).

IMPORTANT
You have to submit Assignment 01 to gain admission to the examination! However, all three compulsory
assignments will contribute to your year mark.

6.5 Commentaries and feedback on assignments

The correct answers to the assignment questions will be provided in Tutorial Letter 201 (Assignment 01)
and Tutorial Letter 202 (Assignment 02). These tutorial letters will be available for download on myUnisa
after the due dates of the assignments. The feedback for Assignment 03 will be available on myUnisa
after completion. The assignments and the comment on the assignments are an important part of your
learning and should help you to be better prepared for the next assignment and the examination.

9
6.6 Year marks

Your year mark, which will be based on the marks you obtain for the three compulsory assignments, will
contribute 20% towards your final mark and your examination mark will contribute 80%. Assignment 01
and 02 each contribute 8% to your final mark and Assignment 03 contribute 4% toward your year mark.

The combined weighted average of your year mark and examination mark must be 50% or higher for you
to pass the module. However, you must obtain a minimum of 40% in the examination regardless of your
year mark. If you obtain less than 40% in the examination, your year mark will not be taken into account
and you will fail.

For example:

Assignment 01 mark = 60%

Assignment 02 mark = 80%
Assignment 03 mark = 60%
Calculation of mark =(60 x 8%) + (80 x 8%) + (60 x 4%)
= 4.8 + 6.4 + 2.4
20% of the assignment marks = 14% (13.6%)

Examination mark = 50%

80% of the examination mark = 40%

Final mark = (20% assignment marks) + (80% examination mark)

= 14% + 40%
= 54%

You will need a final mark of at least 40% to qualify for the supplementary examination. Refer to Tutorial
Letter 301 MRMALL8/2020 for more information.

7 EXAMINATION

For general information on and the requirements for the examination, see Study @ Unisa.

7.1 Examination admission

Examination admission will be granted to all students who submit Assignment 01. Students who do not
submit this assignment will NOT be allowed to write the examination. No extensions will be granted
for the submission of assignments.

7.2 Examination period

This module is offered on a semester basis, which means that there are two registrations each year. If
you register at the beginning of the year (Semester 1 registration), you will write the examination in
May/June 2020 and the supplementary examination will be written in October/November 2020. If you
register in the middle of the year (Semester 2 registration), you will write the examination in
October/November 2020 and the supplementary examination will be written in May/June 2021.

During the year, the Examination Department will provide you with general information on the
examination as well as information on the examination venue, date and time.

10
 MNM2602/101/3/2020

7.3 Examination paper

THE DURATION OF THE EXAMINATION FOR THIS MODULE WILL BE TWO HOURS LONG.

The examination paper will have two sections:

• Section A will be compulsory and will count 30 marks. This section will consist of multiple-choice
questions.
• Section B will count 40 marks. There will be three 20-mark questions, of which you will have to
answer any two. These questions will be essay-type questions and may have subsections. They
may be based on a case study.

7.4 Previous examination papers

The Examination Department places previous examination papers on myUnisa. Please note that these
are provided to give you an idea of the format of the examination paper and you should not regard them
as an indication of the actual questions of the examination that you will write. The format of examination
papers may vary from year to year and the curriculum might have changed, which will make some
questions irrelevant to you. You are therefore advised not to focus on previous examination papers only
as the questions that you will get in your examination will be different. However, please see the
examination guidelines provided with this tutorial letter.

No further examination papers will be provided, nor can I provide you with memoranda for the
examination papers.

8 FREQUENTLY ASKED QUESTIONS

Study @ Unisa contains an A to Z guide of the most relevant study information. You can also find
frequently asked questions (FAQs) specific to MNM2602 on myUnisa. To access the FAQs, go to the
module site and click on the FAQ tab on the left-hand side of the screen.

9 CONCLUDING REMARKS

Do not hesitate to contact me if you have problems with the content of this tutorial letter or with any
academic aspect of this module.

Remember that you have to work at your studies – the more you do, the more you will get out of your
studies.

I wish you a fascinating and satisfying journey through the learning material, and trust that you will
complete the module successfully.

Enjoy the journey!

Mrs LE Fourie
Department of Marketing and Retail Management
UNISA

11
ADDENDUM A – PAGE REFERENCE GUIDE

The study guide for MNM2602 is based on an earlier edition of Essentials of marketing. Use this page
reference guide to link the prescribed book to the relevant sections in the study guide. If subheading 1.1
is mentioned, it means that you have to study all the material under that subheading from 1.1.1 to 1.1.9
(this is an example).

ALL THE INFORMATION IN THIS PAGE REFERENCE GUIDE MAY BE COVERED IN THE
EXAMINATION.

Sections to be studied Essentials of marketing

Study unit
in the study guide (5th edition)

1.1 What is marketing? Sections 1.1–1.3

Pages 1–6
Study Unit 1: Section 1.4
Marketing management (Chapter 1) 1.2 The marketing concept
Pages 6–10
Section 1.6
1.3 The marketing process
Pages 12–16
Study Unit 2: 2.1 The marketing environment Entire chapter 2
The marketing environment Pages 26–45
(Chapter 2)
Study Unit 3: 3.1 Marketing research in context Entire chapter 4
Marketing research Pages 62–109
(Chapter 4)
4.1 Individual factors that influence consumer Sections 5.1 and 5.2
behaviour Pages 112–125
4.2 Group factors that influence consumer Section 5.3
behaviour Pages 125–129
4.3 The consumer decision-making process Section 5.4
Pages 130–132
Study Unit 4: 4.4 Consumer decision making versus business Not covered in prescribed
Consumer behaviour decision making book
(Chapter 5) 4.5 Business decision-making scenarios Study the study guide
only.
If it refers you to the
prescribed book in the study
guide, please ignore it and
only study what is in the
study guide.

Section 6.2
5.1 Segmentation defined
Pages 134–135
5.2 Advantage and disadvantages of market Sections 6.3 and 6.4
segmentation Pages 135–136
Section 6.7
Study Unit 5: 5.3 Prerequisites for market segmentation
Pages 138–139
Market segmentation
Section 6.8
(Chapter 6) 5.4 Bases for consumer segmentation
Pages 139–151
5.5 Bases for segmenting industrial markets Section 6.9
(business markets) Pages 151–152
Add section: Section 6.10
5.6 Why segmentation fails Pages 152–153

12
 MNM2602/101/3/2020

Sections to be studied Essentials of marketing

Study unit
in the study guide (5th edition)

Section 6.11
Study Unit 6: 6.1 Evaluating market segments
Pages 153–156
Market targeting
Section 6.11.2
(Chapter 6) 6.2 Market targeting approaches
Pages 156–157
Section 6.12
7.1 Product positioning
Pages 157–158
Section 6.12.1
7.2 Product positioning maps
Pages 158–159
Study Unit 7:
Section 6.12.2
Product positioning 7.3 The positioning process
Pages 159–161
(Chapter 6)
Section 6.13
7.3.1 Repositioning a product
Pages 162–163
Sections 6.12.3 and 6.12.4
7.4 Positioning methods
Pages 161–162
Section 7.10
8.1 The marketing mix
Pages 181–182
Section 7.10.1
8.2 Product decisions
Page 182
Study Unit 8:
Section 7.10.2
The marketing mix 8.3 Price decisions
Page 183
(Chapter 7)
Section 7.10.3
8.4 Distribution decisions
Pages 183–184
Section 7.10.4
8.5 Promotion decisions
Pages 184–185
Study Unit 9:
The planning, implementation and Entire chapter 8
Entire study unit
control process (Chapter 8) Pages 189–199

13
ADDENDUM B – ASSIGNMENTS FOR SEMESTER 1

There are THREE assignments for this module. The ALL THREE assignments are COMPULSORY and
must be submitted. All three compulsory assignments will contribute to your year mark. You have to
submit Assignment 01 to gain admission to the examination. The due dates of these assignments are
non-negotiable.

ASSIGNMENT 01 – COMPULSORY – must be submitted to gain examination admission.

When completing the mark-reading sheet or submitting this assignment on myUnisa, be sure to use the
correct unique number:

Unique
Semester Due date
number
1 20 March 2020 528636

This assignment consists of 15 multiple-choice questions. Each question counts one mark and your
mark out of 15 will be converted to a percentage. Refer to section 6 of this tutorial letter for information
on the submission of assignments.

What you need to do to complete this assignment.

Study Units 1 to 4 in the study guide and the relevant pages in Essentials of marketing.

Read the following case studies in Contemporary retail and marketing case studies:

 AZ Trading Business Machines  Tracker

 Jam & Daisies  Trainiac
 Innovative Glass Design  Tsogo Sun
 Metrofile

QUESTION 1

Which gap between production and consumption do AZ Trading Business Machines overcome by using
a website?

1 Space
2 Information
3 Ownership
4 Advertising

14
 MNM2602/101/3/2020

QUESTION 2

In the Jam & Daisies case study they speak about two factors that is helpful in selecting an appropriate
team to run a successful business. The two factors described in the case study are examples of
variables in the … environment.

1 micro-
2 macro-
3 market
4 middle

QUESTION 3

After reading the Tsogo Sun case study, which statement illustrates the first step in the marketing
research process?

1 Tsogo Sun gained insight into the decline during the equity study.
2 Tsogo Sun aimed to raise operational delivery standards.
3 Tsogo Sun identified a decline in the areas of visibility and appeal.
4 Tsogo Sun aimed to change employee behaviour to increase the appeal of the brand.

QUESTION 4

Mantwa saw an advertisement on a lamppost of a new Chicken Licken burger. She tells her aunt about
the new Chicken Licken burger with the hope that her aunt will buy them the new burger for lunch. Which
family role is Mantwa assuming in the decision making process in this scenario?

1 Informant
2 Purchaser
3 Initiator
4 Assessor

QUESTION 5

In the Innovative Glass Design case study they talk about a UV printer. How can the UV printer be
considered in Innovative Glass Design’s SWOT analysis?

1 A strength
2 A weakness
3 An opportunity
4 A threat

15
QUESTION 6

Pete must collect data on the HIV status of residents in an affluent area of Cape Town for a
pharmaceutical company. Which type of research will be best for Pete to use to collect this data?

1 Mall intercept interviews

2 Web-based surveys
3 Telephone surveys
4 Door-to-door interviews

QUESTION 7

Read the Metrofile case study. Which orientation does Metrofile follow?

1 Production orientation
2 Sales orientation
3 Marketing orientation (pure marketing concept)
4 Societal marketing orientation

QUESTION 8

Rian is a matric boy from Port Elizabeth and he dreams to become the next Teko Modise. Teko Modise
is part of which reference group for Rian?

1 Associative group
2 Membership group
3 Negative group
4 Automatic group

QUESTION 9

After reading the Tracker case study, which statement would you say is CORRECT with regard to
individual factors and Tracker?

1 Tracker conveys a Proudly South African attitude as it is manufactured locally.

2 Tracker’s product mix speaks to the safety need of consumers.
3 Tracker’s staff strives to educate customers on the product.
4 Overprotective personality types are more likely to fit a Tracker to a vehicle.

QUESTION 10

Which subsystem of the marketing information system’s purpose is to create projections, scenarios and
models that provide a better grasp of the alternative options for decision-making?

1 Internal reporting subsystem

2 Marketing research subsystem
3 Marketing intelligence subsystem
4 Statistical subsystem

16
 MNM2602/101/3/2020

QUESTION 11

Which option is an example of a threat for Khoza’s Spaza shop?

1 The shop struggles with reliable employees since they are open for long hours.
2 The shop is situated on a main road leading to the local bus/taxi rank.
3 The shop needs to increase its prices of goods since the petrol price increased drastically.
4 The shop heard via the grapevine that their closest competitor is closing down due to economic
hardships.

QUESTION 12

In the Innovative Glass Design case study read section 7 titled “Stock”. Of which universal marketing
function is this an example?

1 Standardising and grading

2 Financing
3 Transportation
4 Risk taking

QUESTION 13

Read the Trainiac case study and indicate under which competitive marketing structure Trainiac would
fall?

1 Perfect competition
2 Oligopoly
3 Monopolistic competition
4 Monopoly

Read the following scenario before you answer questions 14 and 15.

Zandile left for work without closing one of the windows in her living room. There was a heavy
rainstorm and Zandile’s carpet in her home was damaged during the storm. She will have to replace
the carpet soon, but it will be expensive to replace the carpet, so she will first have to do research
and save money for it.

QUESTION 14

In the scenario, what type of decision is the replacement of the carpet an example of?

1 Real
2 Impulse
3 Habitual
4 Extreme

17
QUESTION 15

In the scenario, on the previous page, Zandile is currently in which step of the consumer decision-
making process?

1 She is experiencing cognitive dissonance.

2 She is evaluating all her alternatives.
3 She is identifying a consumer need.
4 She is making a purchasing decision.

18
 MNM2602/101/3/2020

ASSIGNMENT 02 – COMPULSORY – Contributes to your year mark

When completing the mark-reading sheet or submitting this assignment on myUnisa, be sure to use the
correct unique number.

Unique
Semester Due date
number
1 9 April 2020 732988

This assignment consists of 15 multiple-choice questions. Each question counts one mark and your
mark out of 15 will be converted to a percentage. Refer to section 6 of this tutorial letter for information
on the submission of assignments.

What you need to do to complete this assignment:

Study units 5 to 9 in the study guide and the relevant pages in Essentials of marketing.

Read the following case studies in Contemporary retail and marketing case studies:

 40Foods Distributors  Tina Cowley

 Jam & Daisies  Tshidullo African Day Spa
 Nikon  Tutuka Software

QUESTION 1

Read the section “Target market” in the Tina Cowley case study. Tina Cowley specifically mentions
segmentation bases that are not used to determine their market, taking this into consideration what base
of segmentation is Tina Cowley mainly using to segment the market?

1 Psychographic
2 Behavioural
3 Economic
4 Geographic

QUESTION 2

Bentley South Africa has one dealership in South Africa that sells this British luxury car brand. They have
a clear profile of their segment and know what the purchasing power and potential profit on the brand is.
Which option is an advantage of the target market strategy that Bentley uses?

1 Resources are spent on a single well-defined market.

2 Saves on manufacturing and marketing costs.
3 The market segment can be narrow.
4 Production and marketing outputs may increase.

19
QUESTION 3

A vehicle manufacturer set an objective to increase profit on vehicles. After careful consideration and
testing over a couple of years, the vehicle manufacturer decided to replace all non-essential metal
screws in the interior of their vehicles with hard plastic screws. This change will not influence the interior
of the vehicle negatively in any way but will assist with increasing the profit on each vehicle. The change
will be implemented in assembly of cars from 1 January 2022. This is an example of … planning.

1 strategic
2 reputation
3 influential
4 tactical

QUESTION 4

Read the Tutuka Software case study and then answer the question. Plastic card vouchers is part of
which element of Tutuka Software’s marketing mix?

1 Product
2 Price
3 Place
4 Promotion

QUESTION 5

Which option contains the steps of the marketing evaluation and control model in the correct sequence?

1 Establish performance criteria, develop performance projections, develop a marketing

organisation, develop a marketing plan, control marketing performance, take corrective action.
2 Establish performance criteria, develop a marketing organisation, develop a marketing plan, control
marketing performance, develop performance projections, take corrective action.
3 Establish performance criteria, control marketing performance, develop a marketing plan, develop
performance projections, develop a marketing organisation, take corrective action.
4 Establish performance criteria, develop a marketing plan, develop a marketing organisation,
develop performance projections, control marketing performance, take corrective action.

QUESTION 6

YouthPort is a mobile application that connects pre-screened stay-at-home mothers and fathers with
working parents that need help with unforeseen circumstances such as taking forgotten lunch boxes to
school or arranging transport from school to extracurricular activities when needed. Which option
represents the BEST segment for YouthPort?

1 Men aged 18 to 25 years whose average household income is R180 000 per annum and who live
in a rural area.
2 Single mothers aged 25 to 35 years who earn an average household income of R350 000 per
annum, works in the city and who live in a suburban area.
3 Married couples, without children, aged 20 to 40 years who earn an average household income of
R750 000 per annum.
4 Unmarried couples, with one child, who live in an apartment in close proximity to their parents in a
suburban area and who regularly eat at the Spur.

20
 MNM2602/101/3/2020

QUESTION 7

Read the “The brand Miss K” section in the 40Foods Distributors case study. Which targeting strategy
does Miss K use?

1 Intense targeting
2 Multi-segment targeting
3 Market targeting
4 Concentrated targeting

QUESTION 8

The following figure illustrates a typical positioning map by using chocolate quality and price points. In
which quadrant of the positioning map would you position Lindt chocolate?

High quality

A B
Low price High price

C D
Low quality
1 Quadrant A
2 Quadrant B
3 Quadrant C
4 Quadrant D

QUESTION 9

Jerry is in the process of positioning a new ice cream sandwich product for a soft serve ice cream brand.
Currently he is busy with the step in which he needs to determine consumers’ most preferred
combination of attributes. Which step in the positioning process comes after this step?

1 Determining the consumer’s perceptions.

2 Identifying a relevant set of competitive brands.
3 Selecting positioning strategies.
4 Analysing the brand’s current position.

21
QUESTION 10

In the Jam & Daisies case study, the large amount of coffee shops in the area are … in the market
environment for Miss K.

1 weaknesses
2 threats
3 micro-factors
4 internal factors

QUESTION 11

In the Tshidullo African Day Spa case study, which behaviouristic segmentation base can you identify
that Tshidullo African Day Spa uses to segment their target market?

1 Demographic
2 Loyalty status
3 Social class
4 Purchase occasion

QUESTION 12

Grace makes baby blankets. She used to only make a standard beige blanket that could be used by
people of all gender groups. She decided to add a new range at a more expensive price. Customers can
now custom order a blanket in the colour of their choice with the baby’s name embroidered on it. She
also added a quilted, adult-sized blanket, using old clothing that is close to customers’ hearts. Which
targeting strategy is Grace currently following?

1 Multi-segment
2 Undifferentiated
3 Augmented
4 Homogeneous

QUESTION 13

Read the section “Nikon in South Africa” in the Nikon case study. Nikon uses of various methods to
position their products. Which positioning method is one that Nikon feels is NOT sustainable?

1 Product user positioning

2 Price/quality positioning
3 Competitor positioning
4 Attribute positioning

22
 MNM2602/101/3/2020

QUESTION 14

Which example best describes the price element in the marketing mix?

1 Jungle Juice offers three different flavours of juice, namely stunning strawberry, amazing apple and
crazy cranberry.
2 Jungle Juice provides supermarkets with posters to put up in their shops on which they can write
the price of the juices.
3 Jungle Juice sells orange juice to restaurants at a discounted rate because they purchase in bulk.
4 Jungle Juice sells products that are close to expiring from a factory shop on their premises.

QUESTION 15

Which component of strategic marketing makes uses of a SWOT analysis?

1 Planning
2 Organising
3 Leading
4 Controlling

23
ASSIGNMENT 03 COMPULSORY – Contributes to your year mark

Answer the essay question below on a piece of paper by following the instructions and then login to
myUnisa and complete the Online Assessment (SAMigo) based on the way you answered the essay
question and the process that you followed before the due date.

Unique
Semester Due date
number
1 16 April 2020 635228

Purpose of this assignment:

This assignment is based on the following learning outcome for this module:

Students should be able to demonstrate an ability to evaluate performance against given criteria
and accurately address his or her task-specific learning needs in a given context, and to provide
support to the learning needs of others where appropriate.

By self-assessing your essay question answer, you will gain knowledge in correctly and efficiently
structuring your essay question answers in the examination. Your mark for this assignment is based
on how you approached preparing, answering and self-assessing your essay question answer.

What you need to do to complete this assignment:

Step 1: Read the tips on how to approach essay questions below.

Step 2: Study pages 26 to 42 in Essentials of Marketing.
Step 3: Put the prescribed book away and do not refer to it while answering the essay question.
Step 4: Read the 4aKid case study on pages 28 to 33 in Contemporary Retail and Marketing Case
Studies (you can keep this book open while answering the question).
Step 5: Set a timer for 22 minutes.
Step 6: Read the essay question on the next page and answer it within the 22 minutes you set on
the timer.
Step 7: Once you are done with answering the essay question, log on to myUnisa, and complete
Assignment 03 online. The questions will be about your essay question answer and the
process that you followed to answer the question.
Step 8: Use the skills you have learnt in this assignment and practice answering more essay
questions and then self-assessing them to prepare for the examination. More essay
questions with time limits are available for practice on myUnisa under “Self-assessment”.

24
 MNM2602/101/3/2020

Some tips on how to approach essay questions:

 Length: As a general guideline, we suggest that you write approximately 2½ pages in the
examination for a 20-mark question. Do not expect a high mark in the examination if you do not
produce the correct volume and content, or do not apply the theory in a practical way.
 Theory discussion: No marks are awarded for naming and listing; you will not get any marks if
you simply provide headings. You need to discuss it in paragraph format. Theory is the information
that you have studied in the Essentials of Marketing prescribed book. Look at the mark allocation
as an indication as to how much you should write, it is roughly one fact for one mark. Each fact
should be a new piece of information and not rephrasing what was already said.
 Practical application/examples: No marks will be awarded for naming or listing examples.
Examples or practical application needs to be in full sentences based on the case study provided
(unless otherwise indicated in the question). Again it will be one mark per example, look at the
mark allocation in the question as an indication of how much practical application or examples you
should provide. For this assignment you will need to provide examples from Contemporary Retail
and Marketing Case Studies, more specifically the 4aKid case study. In the examination we will
provide you with a case study.

To answer this question, you will need to read the 4aKid case study in Niewenhuizen, C & Van
Heerden, CH. 2016. Contemporary retail and marketing case studies. 2nd edition. Cape Town: Juta.

QUESTION

Discuss the three market environmental variables and apply them to 4aKid practically. You may make
any necessary assumptions beyond the information in the case study to 4aKid in your practical
application (9 marks will be awarded for the theory and 3 marks for the practical application).
(12)

LOGON TO MYUNISA AND COMPLETE ASSIGNMENT 03. THE QUESTIONS WILL BE ABOUT
HOW YOU PREPARED FOR AND APPROACHED ANSWERING THE ESSAY QUESTION - DO NOT
SUBMIT YOUR ESSAY ANSWER.

25
ADDENDUM C – ASSIGNMENTS FOR SEMESTER 2

There are THREE assignments for this module. The ALL THREE assignments are COMPULSORY and
must be submitted. All three compulsory assignments will contribute to your year mark. You have to
submit Assignment 01 to gain admission to the examination. The due dates of these assignments are
non-negotiable.

ASSIGNMENT 01 – COMPULSORY – must be submitted to gain examination admission.

When completing the mark-reading sheet or submitting this assignment on myUnisa, be sure to use the
correct unique number.

Unique
Semester Due date
number
2 24 August 2020 770441

This assignment consists of 15 multiple-choice questions. Each question counts one mark and your
mark out of 15 will be converted to a percentage. Refer to section 6 of this tutorial letter for information
on the submission of assignments.

What you need to do to complete this assignment:

Study Units 1 to 4 in the study guide and the relevant pages in Essentials of marketing.

Read the following case studies in Contemporary retail and marketing case studies:

 DataPathway  The Rollasole Business

 Fry Group  Tracker
 Pulp Books  Tsogo Sun
 Metrofile

QUESTION 1

In the Fry Group case study in “The products” section they mention that they are one of only nineteen
companies in South Africa that hold a certain registration. This is an example of which universal function
of marketing?

1 Risk taking
2 Financing
3 Transport
4 Standardising

26
 MNM2602/101/3/2020

QUESTION 2

Innovative Lights is a shop that sells all types of lights, light fixtures and light fittings. None of the
products come with a light bulb but they do have light bulbs for sale in the shop. Innovative Lights buys
light bulbs from Philips and Eurolux and resells it for a profit. The sale between Innovative Lights and
Philips and Eurolux is an example of a/an … market.

1 secondary
2 industrial
3 consumer
4 reseller

QUESTION 3

Data Domain is conducting research regarding the times and reasons people visit shopping malls in
cities. Data Domain carries out this task by asking people in the Gateway Theatre of Shopping,
Rosebank Mall, Menlyn Park Shopping Centre and Canal Walk Shopping Centre to fill in a short
questionnaire. This is an example of …

1 probability sampling.
2 survey research.
3 observation research.
4 simple random sampling.

QUESTION 4

When considering the Tracker case study, which statement would you say is CORRECT about individual
factors and Tracker?

1 A Tracker is most likely fit to a vehicle by overprotective personality types.

2 As Tracker is manufactured locally it conveys a Proudly South African attitude.
3 Staff educate customers on Tracker’s products.
4 Customers are motivated to fit a Tracker product due to their safety need.

QUESTION 5

Which option is TRUE regarding the marketing environment in the SWOT analysis that Pulp Books
conducted in the case study?

1 They identified import and courier costs as a weakness, which is part of the micro-environment.
2 They identified their simple and user-friendly website as a strength, which is part of the micro-
environment.
3 They identified staff as an opportunity, which is part of the macro-environment.
4 They identified opening a physical store as a strength, which is part of the market environment.

27
QUESTION 6

In the Metrofile case study, which type of data did they collect when they conducted research in 2014?

1 Primary
2 Secondary
3 Probability
4 Qualitative

QUESTION 7

Unisa offers short courses aimed at qualified working marketers to further improve their skill sets. Unisa
aims to attract prospective students who are motivated to fulfil which level of Maslow's hierarchy of
needs?

1 Physiological needs
2 Self-actualisation needs
3 Social needs
4 Safety needs

QUESTION 8

When considering characteristics of people adopting innovation, which option is an example of a

laggard?

1 Cautious consumers who will adopt innovation after others tried it.
2 Well educated, calculated risk takers concerned with failure.
3 Young educated consumers who make extensive use of media.
4 Traditional consumers who are suspicious of anything new.

QUESTION 9

The DataPathway case study indicates that they "employ the ethos of 'it is more expensive to lose a
customer than to gain one'." To be successful in sticking to this code they implemented two measures to
make sure the customer experience is always top notch.

The two ways described in the case study are examples of variables in the … environment.

1 middle
2 micro-
3 market
4 macro-

28
 MNM2602/101/3/2020

QUESTION 10

Which option is an example of a variable in the socio-cultural environment?

1 Legislation in terms of VAT changed during 2018, resulting in South African consumers now paying
15% VAT on products.
2 Consumers are more environmentally conscious and are looking at reducing their use of plastic as
it ends up in the oceans.
3 Unemployment in South Africa is very high, which has a direct effect on consumer expenditure and
demand for products and services.
4 Climate change is threatening water supply, resulting in consumers needing to become more self-
sufficient by for example storing rainwater.

QUESTION 11

In the DataPathway case study they use an e-mail campaign. Which gap between production and
consumption is being overcome by this campaign?

1 Space
2 Information
3 Ownership
4 Value

QUESTION 12

In the Rollasole case study, which individual factor would you say will most likely play a role in a
consumer purchasing Rollasole’s everyday product?

1 Personality
2 Lifestyle
3 Family
4 Price

QUESTION 13

From the Fry Group case study, which marketing orientation does the company follow?

1 Macro environment
2 Societal marketing
3 Production
4 Sales

QUESTION 14

From the Tsogo Sun case study, which statement refers to the third step in the marketing research
process?

1 Tsogo Sun gained insight into the decline during the equity study.
2 Tsogo Sun aimed to raise operational delivery standards and change employee behaviour.
3 Tsogo Sun identified a decline in the areas of visibility and appeal.
4 Tsogo Sun determined that they want to collect primary data from customers.

29
QUESTION 15

Which option illustrates the ownership gap?

1 Pep stores winter sheets in a warehouse during summer for when they are needed in winter.
2 South Africa imports oil from other international countries to keep up with demand.
3 Molete is waiting for the house he bought to be registered in his name before he moves in.
4 An animation is utilised to show how to assemble a flat pack bed before it can be used.

30
 MNM2602/101/3/2020

ASSIGNMENT 02 – COMPULSORY – Contributes to your year mark

When completing the mark-reading sheet or submitting this assignment on myUnisa, be sure to use the
correct unique number.

Unique
Semester Due date
number
2 18 September 2020 578882

This assignment consists of 15 multiple-choice questions. Each question counts one mark and your
mark out of 15 will be converted to a percentage. Refer to section 6 of this tutorial letter for information
on the submission of assignments.

What you need to do to complete this assignment:

Study Units 5 to 9 in the study guide and the relevant pages in Essentials of marketing.

Read the following case studies in Contemporary retail and marketing case studies:

 OneTwoSix Architects  Tina Cowley

 Collect-a-Can  40Foods Distributors
 Microsoft  Tiger Brands
 Potla’ethu Payroll Solutions

QUESTION 1

In the Collect-a-Can case study a specific variable is mentioned that their target market reaches across.
Of which basis of segmentation is this variable part?

1 Geographic segmentation
2 Psychographic segmentation
3 Behavioural segmentation
4 Demographic segmentation

QUESTION 2

In the Microsoft case study conclusion, they talk about a “breakthrough approach”. What is this approach
an example of for Microsoft?

1 Strength
2 Weakness
3 Opportunity
4 Threat

31
QUESTION 3

Timothy wants to open a burger shop in a suburb in Cape Town. Timothy identified McDonald’s, Steers,
KFC and The Burger Shack as opponents in the area. In which step of the positioning process is
Timothy currently?

1 Determining consumers’ perceptions

2 Identifying a relevant set of competitive brands
3 Analysing the intensity of his brand’s current positioning
4 Selecting of a positioning strategy

QUESTION 4

In the OneTwoSix Architects case study, which marketing mix element does brand strategy and brand
creation represent to OneTwoSix Architects?

1 product
2 price
3 place
4 promotion

QUESTION 5

A vehicle manufacturer issued a recall notice of 500 vehicles due to the incorrect size airbag that was
placed in the dashboard for the front passenger seat. The vehicle manufacturer quickly noticed the
problem and due to the swift action, nobody was injured and damage to its reputation was minimum. The
swift reaction is known as … planning.

1 strategic
2 reputation
3 operational
4 tactical

QUESTION 6

A bakery makes wedding cakes and birthday cakes for adults and children. They can thus divide the
market into different segments and develop a separate marketing strategy for each one. Of which
prerequisite for market segmentation is this an example?

1 It must be actionable.
2 It must be measurable.
3 It must be large enough.
4 It must be accessible.

QUESTION 7

After reading the Potla’ethu Payroll Solutions case study, which targeting strategy does Potla’ethu
Payroll Solutions use?

1 undifferentiated targeting
2 multi-segment targeting
3 intense targeting
4 market targeting

32
 MNM2602/101/3/2020

QUESTION 8

Read the section “Target market” in the Tina Cowley case study. Which segmentation base was stated
explicitly as NOT being used by Tina Cowley to segment their market?

1 psychographic segmentation base

2 economic segmentation base
3 behavioural segmentation base
4 geographic segmentation base

QUESTION 9

In strategic marketing, which component makes uses of a SWOT analysis?

1 organising
2 leading
3 planning
4 controlling

QUESTION 10

Terry has been making slight changes to his taxi to appeal to a younger market. He first started playing
music that appeals to the younger market; he then installed Wi-Fi and he now offers charging stations for
cell phones and tablets. Which repositioning strategy does Terry use?

1 Innovative
2 Zero
3 Gradual
4 User

QUESTION 11

Which option is an example of a realised strategy?

1 Maria sets out to make five blankets this week.

2 Adri planned to bake a dozen cookies for an orphanage.
3 Mpho tweeted seven days this week, two times more than planned.
4 Kgotla’s goal is to make R15 000 profit this month.

QUESTION 12

Read the “Black Cat Peanut Butter” section in the Tiger Brands case study. Which positioning strategy
would you say Black Cat Peanut Butter makes use of?

1 attention positioning
2 attribute positioning
3 use/application positioning
4 innovative positioning

33
QUESTION 13

Which option is an example of a place decision?

1 TD Beverages conducts research into the demand for different flavour juices and decides to sell
orange juice for R8,99 a bottle and strawberry juice for R9,99 per bottle.
2 Granny Jam spends R2 million on redesigning their packaging. They now use a plastic container
with a lid instead of a tin.
3 Goodwood Furniture decides to add an online shop to their website to reach a wider target market.
4 Nicole’s Jewellery has grown immensely by using only a Facebook page as marketing method.
Nicole decides to spend R20 000 on an advertisement in Glamour magazine.

QUESTION 14

The figure illustrates a typical positioning map by using cosmetics’ quality and price points. In which
quadrant of the positioning map would you position Dior?

High price

A B
Low quality High quality

C D
Low price

1 Quadrant A
2 Quadrant B
3 Quadrant C
4 Quadrant D

QUESTION 15

According to Miss K (40Foods Distributors), Earth-friendly packaging is part of which element of their
marketing mix?

1 product
2 price
3 place
4 promotion

34
 MNM2602/101/3/2020

ASSIGNMENT 03 COMPULSORY – Contributes to your year mark

Answer the essay question below on a piece of paper by following the instructions and then login to
myUnisa and complete the Online Assessment (SAMigo) based on the way you answered the essay
question and the process that you followed before the due date.

Unique
Semester Due date
number
2 23 September 2020 538170

Purpose of this assignment:

This assignment is based on the following learning outcome for this module:

Students should be able to demonstrate an ability to evaluate performance against given criteria
and accurately address his or her task-specific learning needs in a given context, and to provide
support to the learning needs of others where appropriate.

By self-assessing your essay question answer, you will gain knowledge in correctly and efficiently
structuring your essay question answers in the examination. Your mark for this assignment is based
on how you approached preparing, answering and self-assessing your essay question answer.

What you need to do to complete this assignment:

Step 1: Read the tips on how to approach essay questions below.

Step 2: Study pages 26 to 42 in Essentials of Marketing.
Step 3: Put the prescribed book away and do not refer to it while answering the essay question.
Step 4: Read the 4aKid case study on pages 28 to 33 in Contemporary Retail and Marketing Case
Studies (you can keep this book open while answering the question).
Step 5: Set a timer for 22 minutes.
Step 6: Read the essay question on the next page and answer it within the 22 minutes you set on
the timer.
Step 7: Once you are done with answering the essay question, log on to myUnisa, and complete
Assignment 03 online. The questions will be about your essay question answer and the
process that you followed to answer the question.
Step 8: Use the skills you have learnt in this assignment and practice answering more essay
questions and then self-assessing them to prepare for the examination. More essay
questions with time limits are available for practice on myUnisa under “Self-assessment”.

35
Some tips on how to approach essay questions:

 Length: As a general guideline, we suggest that you write approximately 2½ pages in the
examination for a 20-mark question. Do not expect a high mark in the examination if you do not
produce the correct volume and content, or do not apply the theory in a practical way.
 Theory discussion: No marks are awarded for naming and listing; you will not get any marks if
you simply provide headings. You need to discuss it in paragraph format. Theory is the information
that you have studied in the Essentials of Marketing prescribed book. Look at the mark allocation
as an indication as to how much you should write, it is roughly one fact for one mark. Each fact
should be a new piece of information and not rephrasing what was already said.
 Practical application/examples: No marks will be awarded for naming or listing examples.
Examples or practical application needs to be in full sentences based on the case study provided
(unless otherwise indicated in the question). Again it will be one mark per example, look at the
mark allocation in the question as an indication of how much practical application or examples you
should provide. For this assignment you will need to provide examples from Contemporary Retail
and Marketing Case Studies, more specifically the 4aKid case study. In the examination we will
provide you with a case study.

To answer this question, you will need to read the 4aKid case study in Niewenhuizen, C & Van
Heerden, CH. 2016. Contemporary retail and marketing case studies. 2nd edition. Cape Town: Juta.

QUESTION

Discuss the three market environmental variables and apply them to 4aKid practically. You may make
any necessary assumptions beyond the information in the case study to 4aKid in your practical
application (9 marks will be awarded for the theory and 3 marks for the practical application).
(12)

LOGON TO MYUNISA AND COMPLETE ASSIGNMENT 3. THE QUESTIONS WILL BE ABOUT HOW
YOU PREPARED FOR AND APPROACHED ANSWERING THE ESSAY QUESTION - DO NOT
SUBMIT YOUR ESSAY ANSWER.

36