MKTG2112. S1 2022
Final Exam – PRACTICE EXAM
1.5 Hours Writing time
PART A: Compulsory Question
Question 1: Motivation (14%)
Motivational conflicts occur when there are two incompatible motivations that create a tension,
consumers are motivated to reduce.
(a) Distinguishing between the different types of motivational conflict experienced by consumers.
(b) Against each of the different types of motivational conflict identified, provide two (2) examples of
motivational conflict consumers may experience when considering the purchase of a new car.
(c) Then for each example identify a strategy automotive manufacturers/dealers could deploy to
help reduce motivational conflict.

PART B: Questions Two to Four
Answer two of the following questions only. Each question is worth 10%.

Question 2: Group & Social Influence
What is social power and what are the bases of social power? Use the six (6) bases of social power to
discuss how these may be used to develop a marketing strategy to influence people to donate their
body to science when they die.

Question 3: Individual Decision Making
Provide an example of a high involvement product that is designed to fulfil a utilitarian need and
explain how technology is shaping the purchase decision making process. Identify two (2) strategies
a firm could deploy using online marketing to influence consumer behaviour at each of the stages in
the consumer decision making process.

Question 4: Personality and Positioning
Archetypes are often used to shape a brands personality and a brands positioning.
(a) Pick an archetype that reflects your favourite brand and explain the human need the brand fulfils,
and the motivation it connects to the target audience.
(b) Use the archetype to write a few words that define the brands personality
(c) Write a formal positioning for the brand you think captures the core promise it is making to
consumers/