uow business studies student conferences 2017 …web/@bus/... · uow business studies student...

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UOW BUSINESS STUDIES STUDENT CONFERENCES 2017

© MOHAN DHALL

PLC SYDNEY

Marketing

Role of marketing

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Strategic role of marketing goods and services

Marketing is intrinsically and intricately linked with each of the the other key business functions. Interdependence links the topics together and aims to ensure you think like a manager when solving business problems.

� Orientations to marketing� Production, selling, marketing approaches� Case studies: Integral Energy, AAMI and Myer

� Types of markets� Resource, industrial, intermediate, consumer

� Descriptors of markets: mass, niche

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PAST HSC

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2013 HSC Q2An overseas factory sells 200,000 teddy bears a year to toy stores across Australia.

What type of market is the overseas factory targeting?

(A) Consumer (B) Intermediate (C) Niche (D) Resource

2015 HSC Q1In what type of market do wheat farmers sell their products?

(A) Industrial(B) Intermediate(C) Niche(D) Resource

PAST HSC

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2012 HSC Q6A business develops a shirt made from fabric which never stains or looks crushed. It then runs an advertising campaign to inform people about this product.

What type of approach is this?

(A) Industrial(B) Marketing(C) Production(D) Selling

2016 HSC15 A confectionery company used to sell its chocolate bars direct to the public. Now its products will

only be available in supermarkets.

How has the market for the product changed?

(A) From a resource market to an industrial market(B) From a consumer market to an industrial market(C) From a consumer market to an intermediate market(D) From an intermediate market to a consumer market

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Influences on marketing

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Factors influencing customer choice

� Psychological

� Anytime Fitness (24-hour gyms). Also note relationship between CRM and loyalty programs (eg Velocity points, store cards and the like)

� Sociocultural

� Halal classification, Lavash bread: Bazaar Breads

� Economic

� Aldi, Oxford

� Government

� Multigate Medical Supplies, vaccines and CSL profits

Influences on marketing

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62016 HSC

7 A person purchases his clothing from a discount store because he is a low-income earner.

What factor is influencing his consumer choice?

(A) Economic(B) Legal(C) Psychological(D) Sociocultural

2014 HSC

1 Sally shops at a particular store as she has always received excellent service there.

What type of factor is influencing her choice of store?

(A) Economic(B) Government(C) Psychological(D) Sociocultural

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INFLUENCES on MARKETING

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7Consumer laws

� Deceptive and misleading advertising

� Supabarn and the Real Fruit Juice Company

� Price discrimination

� Microsoft and geoblocking

� Implied conditions (always under ACL)

� Warranties

HSC 2016 - 1 A red leather lounge was purchased from Lounge Ltd. After only two weeks of use, the legs of the couch fell off. What is the law that enforces the warranty in this situation?

(A) Corporations Act 2001 (Cth)

(B) Fair Trading Act 1987 (NSW)

(C) Trade Practices Act 1974 (Cth)

(D) Competition and Consumer Act 2010 (Cth)

Ethical

� Truth, accuracy and good taste in advertising

� (Unilever brands: Dove and Lynx)

� Products that may damage health – Carlton and United Breweries (CUB)

� Engaging in fair competition

� Sugging

Marketing process

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� Situational analysis� SWOT� Product life cycle

� Market research� Establishing market objectives

� Increase sales� Find new markets� Increase market share� Product diversity� Increase customer loyalty (added value)

� Identifying target markets� Developing marketing strategies� Implementation, monitoring and controlling� Developing a financial forecast

� Comparing actual and planned results� Revising the marketing strategy

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2016 HSC

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3 While developing a new marketing plan a business discovers that many customers think its website is boring and confusing.

At what stage in the marketing process should this have been identified?

(A) Identifying target markets

(B) Developing marketing strategies

(C) Conducting a situational analysis

(D) Establishing marketing objectives

2014 HSC

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6 A new business is experiencing a rapid increase in sales following a series of positive posts on social media.

Which stages of the product life cycle is the business experiencing?

(A) Growth to maturity(B) Growth to post maturity(C) Establishment to growth(D) Establishment to maturity

Question 22 (10 marks)Bill and Jane have owned and operated a café in a busy restaurant area for many years. They specialise in fast healthy food that is popular with 18–30 year-olds. Recently a multinational franchise opened in the area in response to an expected increase in population.

(a) Outline TWO strengths of the café. 2(b) Outline TWO opportunities for the café 2(c) Discuss ONE marketing strategy that Bill and Jane could use to respond to the

threat posed by the opening of the multinational franchise in the area. 6

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2015 HSC

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113Customers at a furniture store are asked to give their postcodes at the checkout.

What is this an example of?

(A) Primary research to determine target market(B) Secondary research to determine target market(C) Primary research to determine product life cycle(D) Secondary research to determine product life cycle

4At which stage of the marketing process would a business examine its internal and external influences?

(A) When identifying target markets(B) When conducting a situational analysis(C) When establishing its marketing objectives(D) When developing its marketing strategies

2012 HSC Multiple Choice

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3 Free samples of a breakfast cereal are given to supermarket customers to try. For which stage of the product life cycle is this most likely to be an appropriate strategy?

(A) Establishment(B) Growth(C) Maturity(D) Post-maturity

15 A gym has fitness-conscious office workers as its target market.

What type of market segmentation is this?

(A) Geographic and behavioural(B) Geographic and demographic(C) Psychographic and behavioural(D) Psychographic and demographic

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2015 HSC

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2013 HSC Multiple Choice

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7 Which of the following includes both an opportunity and a threat from a SWOT analysis?

(A) Low interest rates and high gearing (B) Loyal employees and outdated technology (C) Excellent management and strong competition (D) Strong economic growth and increased tax rates

15 Company XYZ allocates most of its marketing budget to advertising.

What approach has XYZ adopted?

(A) Selling approach (B) Market approach (C) Customer approach (D) Production approach

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Marketing strategies

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� Market segmentation, product/service differentiation and positioning

� Products� Goods and/or services� Branding� Packaging

� Case studies: Pfizer, GalaxoSmith and Kline

� Price including pricing methods� Cost� Market� Competition-based (Agoda and Hyatt)

� Pricing strategies� Skimming – Gillette � Penetration� Loss leaders – soft serve ‘ice cream’� Price points

� Price and quality interaction

PAST HSC

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2015 HSC Q7

When pricing a potential job, a plumber considers how long the job will take and how difficult it will be.

Which pricing method is being used?

(A) Cost-based(B) Market-based(C) Customer-based(D) Competition-based

HSC 2014 Q9

What is the main reason for a business using penetration pricing?

(A) To maximise profit per unit(B) To gain short-term market share(C) To develop a reputation for quality(D) To take advantage of a lack of competition

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2012, 2013 and 2014 HSC

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2012 HSC Q17A fast food outlet advertises a large soft drink for only 20 cents, knowing that customers will also buy additional items from the menu once they are in the store.

What pricing strategy is this?

(A) Loss leader(B) Penetration(C) Price points(D) Skimming

2013 HSC Q9 What is the most likely reason that a business would use price skimming?

(A) To encourage export sales (B) To achieve market share quickly (C) To gain high profits when demand is strong (D) To reverse the decline stage of the product life cycle


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18� Promotion

� Elements of the promotion mix� Advertising� Personal selling and relationship marketing� Sales promotions� Publicity and public relations

� The communication process – opinion leaders, word of mouth

2013 HSC – Q12

A car company advertises its new luxury car as more exciting and fun to drive than its competitors’ cars.

What strategy is the car company using?

(A) Opinion leader (B) Personal selling (C) Positioning (D) Public relations

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PAST HSC

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2015 HSC Q12

Which of the following is an example of publicity for a restaurant?

(A) Changing the menu to include vegetarian dishes(B) A review of the restaurant by a food critic on his blog(C) Offering free dessert for customers who spend over $100(D) Establishing a loyalty scheme with rewards for regular diners

2013 HSC Q12A car company advertises its new luxury car as more exciting and fun to drive than its competitors’ cars.

What strategy is the car company using?

(A) Opinion leader (B) Personal selling (C) Positioning (D) Public relations


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� Place/distribution� Distribution channels

� Channel choice – intensive, selective, exclusive

� Physical distribution issues

� Transport

� Warehousing – Woolworths, Zara

� Inventory

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2014 and 2016 HSC

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8 A business has shifted from intensive distribution to more selective distribution. What is the most likely reason for this?

(A) To increase market share(B) To decrease personal selling strategies(C) To reposition products as higher quality(D) To expand the number of intermediaries

13 A beauty company sends samples of its new lip balm to members of its loyalty program and to online beauty bloggers.

What strategies is the company using?

(A) Publicity and global branding(B) Global branding and opinion leaders(C) Customisation and relationship marketing(D) Relationship marketing and opinion leaders

2016 HSC

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17 A small business has developed a new piece of gym equipment that it wants to sell to gyms throughout Sydney.

What would be the most appropriate marketing strategy for this?

(A) Advertising on billboards on main roads(B) Placing its logo on a sporting team’s uniform(C) Sales representatives visiting gyms to demonstrate the

product(D) Advertising on television during football games

throughout the season

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2015 HSC - Strategies

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Question 21 (8 marks)

A producer of gourmet ice-creams chooses selective distribution for her products.

(a) Why might the producer have chosen selective distribution for her products? 2

(b) Outline ONE physical distribution issue that will need to be considered. 2

(c) Recommend ways that packaging could be used to maximise sales of the products. 4


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� People, processes and physical evidence

� E-marketing – Black Milk Clothing

� Global marketing� Global branding

� Standardisation and customisation

� Global pricing - Apple

� Competitive positioning

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PAST HSC

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Why might a business adopt a standardised global approach to marketing?

(A) To cater for local tastes(B) To minimise risk by hedging(C) To increase market segmentation(D) To take advantage of economies of scale

2014 HSC Q11

An Australian business sells its Bonza Pies in both Australia and China. Bonza Pies sold in China are made to a different recipe.

What is this an example of?

(A) Customisation and hedging(B) Global pricing and standardisation(C) Customisation and global branding(D) Global branding and standardisation

2012 HSC

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Star Car sales in each country ($)

Star Car’s % of the market share in each

country

2010 2011 2010 2011

Country A 10 million 12 million 10 12

Country B 10 million 12 million 10 10

Country C 10 million 10 million 10 8

Country D 10 million 8 million 10 6

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2012 HSC

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2718In 2011 Star Car Pty Ltd’s main marketing objective was to take sales away from its competitors.

In which country was this objective least effective?

(A) A(B) B(C) C(D) D

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For the period 2010 to 2011, which of the following statements is true?

(A) The size of the total car market in each country did not change.(B) In Country A, both the total car market and Star Car’s market share increased(C) In Country B, both the total car market and Star Car’s market share did not change. (D) In Country C, the total car market increased and Star Car’s market share decreased.

2012 HSC Question 23

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XYZ Ltd produces sports shoes which are worn by elite athletes and the general public in North America. XYZ Ltd is keen to expand into Europe and Asia.

(a) What is ONE possible benefit to XYZ Ltd of using global branding as a marketing strategy? 2

(b) Describe TWO physical distribution issues that XYZ Ltd will have to consider as part of their expansion. 4

(c) The management team of XYZ Ltd is deciding whether to use customisation or standardisation as its marketing strategy for the expansion. Analyse how marketing and finance would be linked in XYZ Ltd’s decision to customise or standardise. 6

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2013 HSC

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2919 The following is an extract from the end of year marketing report for a business.

Which of the following is suggested by the data?

(A) Salesperson 1 is the least successful salesperson in the least successful region. (B) Salesperson 4 is the most successful salesperson in the least successful region. (C) Salesperson 7 is the least successful salesperson in the most successful region. (D) Salesperson 8 is the most successful salesperson in the most successful region.

Planned sales ($)

Actual sales ($) Variance from target (%)

REGION ASalesperson 1Salesperson 2Salesperson 3

1,200,000 1,000,00025-50-25


1,000,000 1,000,0005050-75


800,000 1,000,00033500

2013 HSC Q25

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Robin and Pat are planning to establish a sporting goods business. They have decided to adopt a niche market approach to maximise profits.

(a) Outline ONE method that could be used by this business to collect relevant data about its target market. 2

(b) Evaluate their decision to adopt a niche marketapproach. 6

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2016 HSC Q22 – 8 marks

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A business develops video games. It had three different games for sale last year. The table shows forecast and actual sales for each game. Use the information in the table to answer parts (a), (b) and (c).

(a) Why is this information an important part of the marketing process 2(b) With reference to the information, recommend a strategy for

promoting game B. 3(c) With reference to the information, recommend a strategy for

distributing game C. 3

Forecast Sales $ Actual Sales $

Game A 500 000 495 000

Game B 300 000 100 000

Game C 200 000 800 000

2015 Report

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2013 Report Section III

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Kingland Office Supplies operates in a large NSW city in a highly competitive market. A paid manager is responsible for the day to day running of the business. The owners are concerned about the low profitability of the business.

Investigations by the owners indicate the following problems: • customers find the product mix unappealing • poor management of cash flow • poor accounts receivable turnover compared to similar businesses.

The manager has also identified low prices offered by larger competitors as a cause of the low profitability.

You have been employed as a consultant by the owners. Write a report to the owners recommending marketing and financial management strategies to improve the performance of the business.

2012 HSC – Section IV

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20 marks Attempt either Question 26 or Question 27 Allow about 35 minutes for this section

Answer the question in a SEPARATE writing booklet. Extra writing booklets are available.

In your answer you will be assessed on how well you:■ demonstrate knowledge and understanding relevant to the question ■ apply relevant business case study/studies and contemporary business issues ■ communicate using relevant business terminology and concepts ■ present a sustained, logical and cohesive response


Why are ethical behaviour and government regulation important in marketing?

OR


How can different sources of funds help a business achieve its financial objectives?

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