ASSIGNMENT 02
Assignment
number 02 Due date: 20 August 2021
Assignment 02 covers Chapters 13, 14 and 15 in the prescribed book.
This assignment consists of 30 multiple-choice questions.
Note: Assignment 02 is also a compulsory assignment.
You must submit this assignment on myUnisa.
Save a copy of the submission receipt for peace of mind.
TOPIC 3: MARKETING MANAGEMENT
It is recommended that you read
Heine Business Cases
attempting to answer questions 1 to 3.
It is not compulsory that you do so, as the answers to the assignment questions can be
found in Introduction to Business Management (ITBM).
QUESTION 1
The commercially manufactured sorghum beer market consists of a few operators including
United National Breweries. United National Breweries will purchase materials such as sorghum
to be used in the production process for sorghum beer. This is an example of the __________
market.
1 consumer
2 industrial
3 resale
4 government
QUESTION 2
The South African liquor market is divided into four broad segments. Each one of these
segments serves a specific market. Which one of the following most accurately describes the
market
1 A market consists of a relatively large number of people who have a need for a specific
product.
2 A market consists of a relatively large number of people who have a need for a specific
product and have the money to buy the product.
3 A market consists of a relatively large number of people who have a need for a specific
product but are not willing to spend money on it and have to be convinced through the
use of marketing.
4 A market consists of a very specific niche of people who have a need for a specific
product.
QUESTION 3
The Ready-To-
that determines consumer behaviour. There are also group factors which influence consumer
8
, MNB1601/001/3/2021
behaviour. Which one of the following is a group factor that will determine the behaviour of
Ready-To-Drink consumers?
1 Lifestyle
2 Motivation
3 Attitude
4 Culture
QUESTION 4
Companies need to be aware of the fact that there is a cost associated with bad service. Which
one of the following options is a consequence of customers leaving the business due to bad
service?
1 The reputation of the business receives a boost.
2 There are low levels of complaints.
3 There is a loss of past business.
4 Employees become unhappy.
QUESTION 5
MTN, the South African multinational mobile telecommunications company, came out on top
during the 2019 My Broadband Insights survey. One of the key performance measures was
latency which measured how long a network took to react to a command. To which dimension
of service does this refer?
1 Reliability
2 Responsiveness
3 Assurance
4 Empathy
QUESTION 6
Marketing concepts are developed on the basis that ____________ is/are at the centre of
organisational activities.
1 quality
2 consistency
3 customers
4 operations
Read the case study below and then answer questions 7 to 9.
Francis is a fashion design student and wants to start her own design company. She is busy
preparing her business plan, but is struggling to complete the section that deals with the
marketing strategy.
She has approached you, her business advisor, to assist her in the compilation of her marketing
strategy.
9
Assignment
number 02 Due date: 20 August 2021
Assignment 02 covers Chapters 13, 14 and 15 in the prescribed book.
This assignment consists of 30 multiple-choice questions.
Note: Assignment 02 is also a compulsory assignment.
You must submit this assignment on myUnisa.
Save a copy of the submission receipt for peace of mind.
TOPIC 3: MARKETING MANAGEMENT
It is recommended that you read
Heine Business Cases
attempting to answer questions 1 to 3.
It is not compulsory that you do so, as the answers to the assignment questions can be
found in Introduction to Business Management (ITBM).
QUESTION 1
The commercially manufactured sorghum beer market consists of a few operators including
United National Breweries. United National Breweries will purchase materials such as sorghum
to be used in the production process for sorghum beer. This is an example of the __________
market.
1 consumer
2 industrial
3 resale
4 government
QUESTION 2
The South African liquor market is divided into four broad segments. Each one of these
segments serves a specific market. Which one of the following most accurately describes the
market
1 A market consists of a relatively large number of people who have a need for a specific
product.
2 A market consists of a relatively large number of people who have a need for a specific
product and have the money to buy the product.
3 A market consists of a relatively large number of people who have a need for a specific
product but are not willing to spend money on it and have to be convinced through the
use of marketing.
4 A market consists of a very specific niche of people who have a need for a specific
product.
QUESTION 3
The Ready-To-
that determines consumer behaviour. There are also group factors which influence consumer
8
, MNB1601/001/3/2021
behaviour. Which one of the following is a group factor that will determine the behaviour of
Ready-To-Drink consumers?
1 Lifestyle
2 Motivation
3 Attitude
4 Culture
QUESTION 4
Companies need to be aware of the fact that there is a cost associated with bad service. Which
one of the following options is a consequence of customers leaving the business due to bad
service?
1 The reputation of the business receives a boost.
2 There are low levels of complaints.
3 There is a loss of past business.
4 Employees become unhappy.
QUESTION 5
MTN, the South African multinational mobile telecommunications company, came out on top
during the 2019 My Broadband Insights survey. One of the key performance measures was
latency which measured how long a network took to react to a command. To which dimension
of service does this refer?
1 Reliability
2 Responsiveness
3 Assurance
4 Empathy
QUESTION 6
Marketing concepts are developed on the basis that ____________ is/are at the centre of
organisational activities.
1 quality
2 consistency
3 customers
4 operations
Read the case study below and then answer questions 7 to 9.
Francis is a fashion design student and wants to start her own design company. She is busy
preparing her business plan, but is struggling to complete the section that deals with the
marketing strategy.
She has approached you, her business advisor, to assist her in the compilation of her marketing
strategy.
9
