Page 1 of 6 UL21/0135 MN3141 ZB BSc DEGREES AND GRADUATE DIPLOMAS IN ECONOMICS, MANAGEMENT, FINANCE AND THE SOCIAL SCIENCES, THE DIPLOMA IN ECONOMICS AND SOCIAL SCIENCES AND THE CERTIFICATE IN EDUCATION IN SOCIAL SCIENCES Summer 2021 Online Assessment Instructions MN3141 Principles of Marketing Tuesday, 18 May 2021: 06:00 – 12:00 (BST) The assessment will be an open-book take-home online assessment within a 6- hour window. The requirements for this assessment remain the same as the closed- book exam, with an expected time/effort of 3 hours. Candidates should answer FOUR of the following EIGHT questions. All questions carry equal marks. Each answer must not exceed 750 words (3,000 words for the whole paper). Anything beyond 750 words will not be read. The word limit is to discourage spending beyond the 3 hours expected time/effort by producing excessively lengthy responses. Any citations, references and direct quotations citations/references are included in the word count. Any figures, graphs or tables are excluded from the word count. You should complete this paper using word processing software (i.e. Microsoft Word). This should be saved as a .doc or .docx file and then uploaded to the VLE as ONE individual file including the coversheet. Each page should have your candidate number in the header. Please do not write your name anywhere on any part of your submission. You have until midday 12:00 (BST) on 18 May 2021 to upload your file into the VLE submission portal. However, you are advised not to leave your submission to the last minute in order to allow sufficient time to upload your work. If you think there is any information missing or any error in any question, then you should indicate this but proceed to answer the question stating any assumptions you have made. © University of London 2021 Page 2 of 6 UL21/0135 The assessment has been designed with a duration of 6 hours to provide a more flexible window in which to complete the assessment and to appropriately test the course learning outcomes. As an open-book exam, the expected amount of effort required to complete all questions and upload your answers during this window is no more than 3 hours. Organise your time well. You are assured that there will be no benefit in you going beyond the expected 3 hours of effort. Your assessment has been carefully designed to help you show what you have learned in the hours allocated. You are not expected to compile a full bibliography for each essay-based answer. As per the examination when taken under standard examination centre conditions, you are expected to use normal in-text referencing: i.e. listing (Author, Year, Page). When inserting a section of text from someone else’s work in your own, you must use quotation marks and add a reference to the source in (Author, Year, Page) format to make clear that you are citing verbatim. This is an open-book assessment and as such you may have access to additional materials including but not limited to subject guides and any recommended reading. But the work you submit is expected to be 100% your own. Therefore, unless instructed otherwise, you must not collaborate or confer with anyone during the assessment. The University of London will carry out checks to ensure the academic integrity of your work. Many students that break the University of London’s assessment regulations did not intend to cheat but did not properly understand the University of London’s regulations on referencing and plagiarism. The University of London considers all forms of plagiarism, whether deliberate or otherwise, a very serious matter and can apply severe penalties that might impact on your award. The University of London 2020-21 Procedure for the Consideration of Allegations of Assessment Offences is available online at: Assessment Offence Procedures - University of London Page 3 of 6 UL21/0135 1. The table below shows the costs and benefits for consumers of buying sports shoes. Also shown are the scores that a representative sample of consumers in this category awarded each of those consequences. The final three columns show how these consumers rated the different brands on each criterion. Criterion Evaluation Easystride Speeder Xpress Feels comfortable +9 3 6 8 Wears out quickly -7 10 1 6 Absorbs shocks well +6 4 5 3 Has an attractive style +4 5 7 8 Has a high price -2 2 4 9 Evaluation of each criterion is scored on a +10 (very positive) to - 10 (very negative) rating scale. Brand ratings are scored on a rating scale scoring a consumer’s belief about a brand’s performance on each criterion where 10 = the brand very much delivers the benefits (or costs) and 1= the brand does not do so at all. a) What are the attitudes that consumers have towards the different brands? (5 marks) b) If you were marketing the Easystride brand how could you use the marketing mix? (8 marks) c) If you were responsible for marketing the Xpress brand of shoes, describe the segmentation characteristics of the people towards whom you’d try and market your brand. (7 marks) d) The evaluation of the different criteria is scaled from +10 to -10, evaluate the difference between using this approach to one where respondents had 100 points to allocate between the different consequences. (5 marks) Page 4 of 6 UL21/0135 2. A firm has found that while people are used to paying 10 US cents for a cup of coffee that they make at home using instant coffee, they are willing to pay US$1 in order to drink coffee that has the flavour of freshly brewed coffee that can be bought at leading cafes. The firm has now produced pods containing coffee that are used with its own brand coffee machines in order to produce such coffee. Each pod can be used to make one cup of coffee and costs US$1. The firm refers to this as a ‘premiumisation’ strategy. Discuss the advantages and disadvantages to the firm of pursuing this strategy. (25 marks) 3. ‘Ted Baker is a quintessentially British brand with a quirky yet commercial fashion offering... .The menswear collection is a reflection of popular contemporary culture, with a sense of humour and style mixed in. It also includes our Phormalwear range, offering a number of distinctive suiting collections that combine heritage British tailoring with a modern outlook. The womenswear collection is a fresh and feminine mix of European elegance with London flair, and is a celebration of beauty, individuality and exquisite attention to detail. Stores and concessions are designed to showcase the brand's unique style of retail theatre and to ensure our customers enjoy a welcoming and pleasurable shopping experience. Each store boasts a fully bespoke design that is full of innovative and distinctive touches. Ecommerce enables us to offer our customers access to an extended product range and provides us with a means to talk directly with our customers and engage them with the brand in non- traditional ways. Our wholesale partners ("Trustees") are custodians of our collections and uphold our brand integrity by ensuring that their retail environment and brand adjacencies* are in keeping with the profile and positioning of the brand. We have built up strong relationships with some of the best independent retailers and department stores around the world. We operate both territorial and product licences. Our licence partners are all experts in their field and share our passion for unwavering attention to detail and firm commitment to quality’. *this refers to stocking brands that occupy similar market positions close to each other on store shelves Source: Ted Baker Annual Accounts March 2018 Critically discuss Ted Baker’s use of the marketing mix. (25 marks) 4. Design and describe a behaviour modification programme in a university setting that would encourage people to behave in ways that will reduce the possibility of the transmission of a virus that can be transmitted through the air and by touching contaminated surfaces. Your answer should make explicit reference to marketing concepts, frameworks and theories. (25 marks) Page 5 of 6 UL21/0135 5. A dollar store (where everything costs $1) describes its customers as being a mixture of those people who need to shop there (because they don’t have enough money) and those who want to do so (because they enjoy purchasing a bargain). a. Using course concepts to justify your answer explain which of these two groups could be linked to the psychographic basis for segmentation. (5 marks) b. The dollar store sells well-known brands, but the package sizes are different to those sold in competing supermarkets. For example, toothpaste sold in supermarkets in 125ml tubes may be sold in 100ml tubes in the dollar store. Discuss the advantages and disadvantages to the dollar store when it does this. (10 marks) c. It has been observed that many people leave such stores having bought products which they may not have intended to purchase when they first entered. Discuss why this may happen and possible criticisms of stores encouraging such behaviour by consumers. (10 marks) 6. TripAdvisor offers users the chance to read traveller reviews of hotels, restaurants and destinations. It is available on the web and as a mobile phone (handphone) app. This is what the company says about the distribution of their offer to consumers via mobile phones: “In addition, the mobile phones continue to monetize at a significantly lower rate than desktops and tablets and advertising opportunities are more limited on mobile phone devices. Given device sizes and technical limitations of these devices, mobile phone consumers may not be willing to download multiple apps from multiple companies providing similar service and instead prefer to use one or a limited number of apps for their hotel, restaurant and attractions activity. In addition, as new devices and platforms are released, users may begin consuming content in a manner that is more difficult to monetize”. Source: TripAdvisor 2017 Annual Report Note: the term monetise refers to the ability of TripAdvisor to generate revenues. Using course concepts, discuss the costs and benefits to TripAdvisor of using mobile phones as a distribution channel. (25 marks) Page 6 of 6 UL21/0135 7. You are asked to develop content for the web-page promoting an innovative new product on a crowd-funding website. A brief description of the product is given below: “Lumen is a device and app that measures your metabolism through the breath. With the app, you will receive daily personalized meal plans to help you lose weight and optimize your workouts. You may think you have a fast or slow metabolism, but in fact it changes every day based on the food you eat, the amount you sleep and if you workout. ~ Sustainably lose weight ~ Optimize your workouts ~ iOS & Android compatible ~ Backed by science.” The crowd-funding website allows consumers to read about new products, watch videos promoting the products and place advance orders for them. The funds generated from these advance sales will enable the promoters to take the product from the prototype stage into production. It is possible that there will be delays in this process or the product may not get delivered at all and the backers will lose the money that they have paid. Typically, all the information a possible purchaser might need is held on one page (there are no links). The organisation promoting this product is new and customers will not have heard of it previously. For nearly all customers the product category is new as well. Identify the topics that the page should cover. Using marketing concepts explain why they would be important to help market this offering and state any assumptions you are making. (25 marks) 8. ‘Pay-what-you-want’ is a concept used by some restaurants whereby customers can choose to pay what they believe a meal is worth. Using course concepts, discuss how restauranteurs can use the marketing mix in order to ensure that their use of the concept will be profitable. (25 marks) END OF PAPER



























































































































































































































































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