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MARKETING COMMUNICATION NQF LEVEL 2

NOVEMBER 2009

(3041022)

30 October (Y-Paper) 13:00 – 15:30

This question paper consists of 11 pages.

NATIONAL CERTIFICATE (VOCATIONAL)

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TIME: 2½ HOURS

MARKS: 150

________________________________________________________________________ NOTE : If you answer more than the required FOUR questions, only the first

FOUR questions will be marked. All work you do not want to be marked must be clearly crossed out.

INSTRUCTIONS AND INFORMATION 1. 2. 3. 4. 5. 6.

Read ALL the questions carefully. Answer ALL the questions in SECTION A. Answer any FOUR questions from SECTION B. Start each question on a NEW page. Number the answers according to the numbering system used in this question paper. Write neatly and legibly.

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SECTION A QUESTION 1 Indicate whether the following statements are TRUE or FALSE. Choose the answer and write only 'true' or 'false' next to the question number (1.1 – 1.5) in the ANSWER BOOK.

1.1 1.2 1.3 1.4 1.5

Internal communication deals with external problems as well internal problems in an organisation. If business ethics are followed, competition can be healthy in a business environment. Market research is used to obtain information about clients. The use of technology and innovative communication has made the way of living much simpler. Knowledge about the product should be communicated throughout the progression phases of the product life cycle. (5 × 2)

[10]

QUESTION 2 2.1 Choose the correct word(s) from those given in brackets. Write only the

word(s) next to the question number (2.1.1 – 2.1.10) in the ANSWER BOOK.

2.1.1 (Sales promotion/Personal selling) is an example of face-to-face

communication.

2.1.2 Short message services are widely used today to communicate

(oral/written) communication.

2.1.3 The meaning of decoding is (feedback/interpretation). 2.1.4

A good receptionist always shows a (positive/negative) attitude towards customers.

2.1.5

2.1.6 2.1.7 2.1.8

The main reason for people to start their own businesses is to make a (loss/profit) An advert which is based on the AIDA principle will always draw the (attention/attitude) of the customer. Esteem needs are the needs that people require to gain (respect/disregard) from the society. A reward for good customer service is that it always results in (low/high) sales.

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2.1.9

2.1.10

Companies release their annual reports (weekly/yearly). In an organisation media relations is the function of a (marketing officer/public relations officer). (10 × 1)

(10)

2.2 Choose the description from COLUMN B that matches the word(s) in

COLUMN A. Write only the letter (A – J) next to the question number (2.2.1 – 2.2.10) in the ANSWER BOOK.

COLUMN A

COLUMN B

2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 2.2.7 2.2.8 2.2.9 2.2.10

Questionnaire Telephone etiquette Suggestion Comparative adverts Self-actualisation Price Publicity Gate-keeping Consistency Manager

A

B

C

D

E

F

G

H

I

J

is one of the Ps in the marketing mix this is the most common instrument for collection of data advertisers compare their products to other products to show superiority is the last stage in Marslow’s hierarchy of needs requires one to have good telephone manners is a quick way of gathering information from customers in a company when dealing with complaints from clients, he/she must be bold enough to accept the mistakes means that you say the same thing all the time is a form of advertising which is not paid for is an example of an internal communication channel

(10 × 1) (10) [20]

TOTAL SECTION A: 30

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SECTION B QUESTION 3 3.1 Read the following paragraph and answer the question that follows. Archbishop Desmond Tutu's description of South Africa as the 'Rainbow

Nation' has been widely accepted. The term has become part and parcel of a common South African vocabulary, referring to the many different cultural groups which make up South African society. A society of this nature faces many challenges. If these challenges are met effectively, it will be to the benefit of the country and its business community. Effective communication could be the bridge between these challenges and the benefits to be derived from them. [Source: Advanced Communication for the Manager's Assistance, Page 111, MJ Van Schalkwyk]

List FOUR perceptual barriers that can influence effective communication.

(4 x 1)

(4) 3.2 3.3 3.4

Name FOUR points about the importance of written communication. (4 x 2) Different products and different markets require different persuasion methods. There are some general principles that persuasive communication needs to follow to be effective. List and explain FIVE principles of persuasive marketing communication. (5 x 2) Products have, just like human beings, specific life cycles. They are developed, are introduced to the market for the first time and are eventually withdrawn from the market. Discuss the FOUR phases that a product goes through with the help of the graph below.

(8) (10)

(8) [30]

TIME DIMENSION

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QUESTION 4

4.1 An excellent speech can be ruined by uncontrolled or irritating non-verbal behaviour. While negative aspects of non-verbal conduct can serve as barriers to effective communication, positive aspects can be a powerful aid in driving a message home.

Explain the following:

4.1.1 4.1.2 4.1.3

Eye contact Facial expression Gestures

(2) (2) (2)

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4.2 In response to the letter of complaint below, write an adjustment letter or a positive reply apologising for the inconvenience caused by your company.

Redhills College 15 Crown Street Mondeor 2098 Tel: 031 58

1058 Fax: 031 58

0987

15 February 2009

The Manager MJ Media 11 Adderley Street Cape Town 8000

Sir

COMPLAINT: POOR BINDING OF MARKETING COMMUNICATION L3

The students of our college are finding the content matter of the book indicated above most useful. However, they are less than impressed with the quality of the binding of the textbook concerned.

We received 55 copies of the publication on 2 February 2009, along with your invoice numbered 231. Within a week our students started returning their books, which were all falling apart.

The situation is extremely distressing, since the students have to use their books every day and would like to keep them for future reference once the year is over.

We trust that you will either replace the faulty books or that you will be able to suggest an alternative solution to the problem.

Thank for your urgent attention to this matter.

Yours faithfully D Sanders (Bookshop Manager) (10) 4.3 Define marketing communication. (4)

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4.4 Customers are people who have unlimited needs to be satisfied with limited

means. Abraham Maslow outlined the needs in the shape of a pyramid from the lowest level upwards. With the assistance of a pyramid, provide TWO examples of the needs for each level.

(5 × 2) (10)

[30] QUESTION 5 5.1 5.2 5.3

Tabulate the differences between verbal communication and non-verbal communication. Listening is a very powerful communication tool. By listening carefully, particularly to customers, you will pick up valuable information and make a good impression. People love feeling that you are paying attention to them. State FOUR vital tips on how to become a good active listener. (4 x 2) What are the THREE most important roles of marketing communication?

(3 x 2)

(6) (8) (6)

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5.4 The marketing department focuses primarily on customers’ needs. These

needs serve as an underlying force for making purchasing decisions and are categorised as follows:

5.4.1

5.4.2 5.4.3 5.4.4 5.4.5

Stated needs Real needs Unstated needs Delight needs Secret needs

Explain the above customers' needs. (5 x 2) (10)

[30] QUESTION 6 6.1 What are the EIGHT elements of a communication model? (8 x 1) (8) 6.2 Name FOUR advantages of informal communication. (4 x 2) (8) 6.3 6.4

State FIVE important functions of the South African marketing idustry. (5 x 2) What are the main 4 Ps of the marketing mix? (4 x 1)

(10) (4) [30]

QUESTION 7 7.1 Telephone etiquette refers to the correct manner to use the telephone to

promote successful communication with your customers. Give FIVE basic steps of telephone etiquette. (5 × 2)

(10)

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7.2 The channel refers to the medium used in advertisements, for example TV,

radio, newspapers, cinema, billboards, adverts on vehicles, magazines, et cetera. One can say it is the route the message will travel to reach the target market. Study the following advertisements and answer the questions that follow.

FIGURE 1

FIGURE 2

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FIGURE 3

7.2.1 7.2.2 7.2.3

Determine the market at which each advert is aimed in ascending order. Analyse each advert in terms of the AIDA formula. (3 × 3) What is the most suitable medium for the publication of each of these adverts? (5 × 1)

(3) (9) (5)

7.2.4 Name THREE important things when deciding on the type of media

to use when developing promotional strategies. (3 x 1)

(3) [30]

TOTAL SECTION B: 120

GRAND TOTAL: 150