Student Number: (enter on the line below)
Student Name: (enter on the line below)

HI5004
MARKETING MANAGEMENT
FINAL ASSESSMENT
TRIMESTER 2, 2021
TIME ALLOWED: 24 hours
All answers must be submitted within this time frame. Late submissions are not accepted.
Assessment Weight: 50 total marks
Instructions:
• All questions must be answered by using the answer boxes provided in this paper.
• Completed answers must be submitted to Blackboard by the published due date and time.
Submission instructions are at the end of this paper.
Purpose:
This assessment consists of six (6) questions and is designed to assess your level of knowledge of the key topics covered in this unit
Students who cite a minimum of 3 peer-reviewed academic articles (in total) in the text to support their assertions, and list all references appropriately at the end of the report using Harvard referencing style may receive higher marks than those who do not cite relevant materials. References provided must follow ‘Reference Requirements’ detailed on page 4-5
Question 1 ( 7 marks)
For each of the following products, identify the segmentation base that you consider the best
for targeting consumers: (a) biscuits, (b) shampoo, (c) wireless broadband, and (d) holidays.
Explain your choices. You are required to use 4 key types of market segmentation provided
in lecture 5 to support your justification.
Answer this question in 300 words.
ANSWER: ** Answer box will enlarge as you type
Question 2 (11 marks)
1. Watch the video in the link above and discuss about the reasons Why Starbucks Is Struggling In South Africa
2. Provide some suggestions to help Starbucks to get out of the struggling.
https://www.youtube.com/watch?v=sdHKw0Ve--8
You must use the information from the video to discuss. You are required to combine your discussion with some knowledge about consumer behaviour provided in Lecture 4 and 9
Answer these two questions in 300 words
ANSWER:
Question 3 (11 marks)
Some marketers feel that the image of the particular channel in which they sell their products does not matter—all that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel images—such as a retail store—can be critical and must be consistent with the image of the product.
Take a position: ‘Channel images do not really affect the brand images of the products they sell that much’ versus ‘Channel images must be consistent with the brand image’.
Answer this question in 300 words. You are required to combine your discussion with some knowledge about brand positioning provided in Lecture 6 and 9
ANSWER:
Question 4 (7 marks)
One of the classic debates in the popular press is whether all buzz or word of mouth—positive and negative—is good for a brand. Some feel that “any press is good press” and that as long as people are talking, that is a good thing. Others challenge that notion and say the content of the dialogue is what really matters.
Take a position: ”All news is good news” and any buzz is helpful for a brand versus the content of buzz can make or break a brand. You are required to combine your discussion with some knowledge provided in Lectures 6 and 12. Answer this question in 300 words.
ANSWER:
Question 5 (7 marks)
Karl Lipton is the marketing communications coordinator for a major electronics manufacturer. He is assigned with charting out a communications strategy for a new range of mobile phones developed by his company. How will Karl's communications strategy look over the course of the mobile phones' life cycle?
Answer this question in 300 words. You are required to combine your discussion with some knowledge provided in Lectures.
ANSWER:
Question 6 (7 marks)
Pick one of your favorite brands and go to its Web site. How would you evaluate the Web site? How well does it score on the 7Cs of design elements: context, content, community, customization, communication, connection, and commerce? Answer this question in 300 words.
ANSWER:
END OF FINAL ASSESSMENT
Submission instructions:
• Save submission with your STUDENT ID NUMBER and UNIT CODE e.g. EMV54897 HI5004
• Submission must be in MICROSOFT WORD FORMAT ONLY
• Upload your submission to the appropriate link on Blackboard
• Only one submission is accepted. Please ensure your submission is the correct document.
• All submissions are automatically passed through SafeAssign to assess academic integrity.
Reference requirements
Assessment Design – Adapted Harvard Referencing
Holmes will be implementing as a pilot program a revised Harvard approach to referencing. The following guidelines apply:
1. Reference sources in assignments are limited to sources which provide full text access to the source’s content for lecturers and markers.
2. The Reference list should be located on a separate page at the end of the essay and titled: References.
3. It should include the details of all the in-text citations, arranged alphabetically A-Z by author surname. In addition, it MUST include a hyperlink to the full text of the cited reference source.
For example;
Hawking, P., McCarthy, B. and Stein, A. 2004. Second Wave ERP Education, Journal of Information Systems Education, Fall, http://jise.org/Volume15/n3/JISEv15n3p327.pdf
All assignments will require additional in-text reference details which will consist of the surname of the author/authors or name of the authoring body, year of publication, page number of content, paragraph where the content can be found.
For example;
“The company decided to implement a enterprise wide data warehouse business intelligence strategies (Hawking et al, 2004, p3(4)).”

Non-Adherence to Referencing Guidelines
Where students do not follow the above guidelines:
1. Students who submit assignments which do not comply with the guidelines, 10% penalty will be applied.
2. Late penalties will apply, as per the Student Handbook each day, after the student/s have been notified of the resubmission requirements.
3. Students who comply with guidelines and the citations are “fake” will be reported for academic misconduct.
Note. References are not mandatory for this assessment. However, please follow the Adaptive Harvard Referencing guidelines if you use any reference(s) to explain any concept or theory.