Question 1 (Marks: 5)
Select one correct answer for each of the following. In your answer booklet, write down only the
number of the question and next to it, the letter of the correct answer.

Q.1.1 Due to the transport function, goods are made available where customers want them:

A) Time Gaps

B) Value Gaps
C) Information Gaps
D) Spatial Gaps
E) Ownership Gaps (1)

Q.1.2 is what occurs when something that is good for some producers and consumers is not necessarily good for society as a whole; for example; the selling alcohol

A) Total Company Effort
B) Customer Satisfaction
C) Social Responsibility
D) Micro‐ Macro Dilemma
E) Marketing Concept (1)

Q.1.3 Nike was boycotted when consumers found out they used cheap labour in the East. Identify which macro ‐environmental force this statement applies to:

A) Political forces
B) Economic forces
C) Social forces
D) Technological forces
E) Ecological forces (1)

Q.1.4 Customers in a segment are similar and will respond in a similar way to the mix, e.g., iPhone buyers are similar and value innovation when buying a mobile phone:

A) Homogenous within
B) Heterogeneous between
C) Operational
D) Substantial
E) Flexible (1)

Q.1.5 Samsung is an innovative brand and brings efficient products that are excellent in terms of performance as well as productivity to market. This is a description of

A) Segmentation
B) Targeting
C) Differentiation
D) Marketing Concept
E) Marketing Mix (1)

Question 2                                                                                                                                                (Marks: 5)
Match the description in Column A with the correct term from Column B. In your answer booklet, write down only the question number and, next to it, the letter of the correct answer.
Q.2.1Tiger brands produces KOO products in

large quantities whilst you may only want to buy one tin of food.

ATime Gaps
Q.2.2General Motors is in Port Elizabeth, but

its customers are all over South Africa

BValue Gaps
Q.2.3Masterton’s specialises in coffee, but you want to buy a variety of groceries

when you shop

CAssortment Differences
Q.2.4Their ability to pay is facilitated through credit given by retailers or


DQuantity Differences
Q.2.5Through promotion, goods are sold on

special to sell them quickly and avoid excess storage costs

ESpatial Gaps
Question 3                                                                                                                                               (Marks: 5)
Identify the statements which are True and which statements are False for Marketing Information Systems.
Q.3.1Within an organisation, an MIS is also known as an extranet.
Q.3.2An advantage of qualitative research is depth and detail.
Q.3.3For qualitative research most widely used form is the questionnaire.
Q.3.4The last step in the marketing research process is interpreting the data.
Q.3.5Secondary data is information specifically collected to solve a current


Question 4 (Marks: 15)

A PESTEL analysis is a tool used by organisations to analyse the macro environment. By conducting a PESTEL analysis it allows the organisation to be proactive and respond quickly and effectively to changes in the macro environment.

Conduct a PESTEL analysis on Checkers FX. Include relevant examples for EACH factor in relation to the organisation (Checkers FX).

Question 5 (Marks: 5)

Using your own original example, and explain what marketing entails.
No marks will be awarded if the example used is from the module manual.

Question 6 (Marks: 15)
“Managers use information to make better decisions and reduce the risk of making the wrong decision”. The IIE (2022: 53)

Create a mind map that summarises the following concepts related to a Marketing Information System:

• Definition of a MIS
• Marketing Research process
• Distinguish between qualitative and quantitative research

You will be assessed on the categories below:

Mind Map Format•             Mind Map has a logical layout

•             Mind Map indicates relationships between concepts by means of arrows

•             Mind Map makes it easy to understand the relevant concepts

One Mark One Mark

One Mark

Content•             Definition of a MIS

•             Marketing Research process

•             Distinguish between qualitative and quantitative research

Three Marks Five Marks Four Marks

Question 7 (Marks: 10)

The marketing concept is a philosophy that a company buys into or a way of doing business.
Briefly explain the four main components of the Marketing Concept in relation to Woolworths.

Answers to Above Questions on Marketing Principles

Answer 1: 

The correct answer is spatial gap which indicates that the goods are made available to the end customer by way of moving them from the point of production to the end customer. This involves actual transportation of goods from one place to another with the objective of making them available to customers.

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