MKF2111 Sample exam questions (1)

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Monash University *

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MKF2111

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Marketing

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May 1, 2024

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pdf

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SAMPLE EXAM MKF2111 Buyer Behaviour SECTION A. Multiple choice questions. This section contains 20 multiple choice questions , similar to the questions in the weekly IFA tests. You should attempt all questions in this section. Sample questions for Section A are not being provided. SECTION B. Open-ended questions. This section contains 3 open-ended questions , similar to the questions in the Practical Applications assignment. You should attempt all three questions in this section. Below you will find four (4) sample questions for Section B . These questions are examples of what an actual exam question could be. Note that the topics covered are not necessarily covered in the actual exam. They are sample questions only. Anwers to sample questions will not be provided. Students cannot submit sample answers for review and comment by tutor. However, you can ask questions and check whether you are on the rigth track by attending one of the exam consultation sessions offered (all details are in Moodle, in the Exam Information and Resources section. Section B, sample question 1 Optus, the second largest telecommunications company in Australia, is considering signing up Usain Bolt, the world’s fastest athlete, to be the face of their new advertising campaign. a) Use the concepts of schema and associative network to explain this may (or may not) be a good choice. b) Optus is also considering signing up Jamie Oliver, the celebrity chef, as a spokesperson for their advertising campaign. Use the match-up hypothesis to explain why this may (or may not) be a good choice c) Discuss three (3) tactics that Optus could use to increase exposure to its new advertisements Section B, sample question 2 A few years ago, the Paris Motor Show highlighted the trend among car manufacturers to produce electric vehicles (EVs). One early entrant was the Nissan LEAF, first released in 2012, and subsequently upgraded several times. EVs are progressively entering the market. Petrol cars are slowly being phased out.
The 2023 Nissan LEAF was introduced in late 2022. S ome of the new Nissan Leaf’s attributes and benefits (or selling points) are: Twice the battery capacity of the previous model (i.e., a range of up to 385km between re-chargers). The capacity to enable owners to feel that they are contributing to a more sustainable future by lowering carbon emissions. Automated parking technology that can navigate the car into any parking spot. A range of safety features including intelligent lane intervention, lane departure warning, autonomous emergency braking, blind spot monitoring, traffic sign recognition, and rear cross-traffic alert. The new model LEAF will cost between AU$53,000 and AU$64,000. The Nissan marketing team is concerned abou t Australians’ attitudes towards its electric vehicles. The original LEAF resulted in only 635 car sales between 2011and 2016. The Nissan marketing team wants the new LEAF to generate more sales. They are therefore seeking your assistance in the following areas. a) Research suggests five types of product characteristics account for much of the dynamic nature in the rate at which consumers adopt a product. Discuss how the marketing team could leverage two (2) of these characteristics to encourage consumers to adopt this product. Use examples to illustrate your answer. b) Explain the term cognitive dissonance in your own words. Next, discuss two (2) different ways that the Nissan marketing team could resolve or prevent post-purchase dissonance among Nissan LEAF purchasers. Use examples to illustrate your answer. c) What would the adoption decision process look like for the new Nissan Leaf? List the main stages in the Hierarchy of effects, in the appropriate order. Section B, sample question 3 Healthy Australians is an organization created to encourage healthy behaviours in Australian consumers. One particular goal of the organization is to discourage people from consuming unhealthy fast food. Surveys show that many people choose fast food over healthier options, because they believe that fast food is tastier and cheaper. Use the Theory of Reasoned Action (TORA) to explain how Healthy Australians can change people’s consumption behaviour with regards to fast food: a) Using the TORA model, identify and explain the different factors that may contribute to people’s favorable attitude and consumption behaviour towards fast food. Describe in a few words each of these factors. b) Using the TORA model, explain how people’s unhealthy consumption behaviour can be changed by changing each of the factors that influence people’s attitude towards fast food, as well as changing social norms related to fast food consumption. Section B, sample question 4 Chocolate is a very popular fast-moving consumer good, bought by people of all ages. Many brands exit and thse brands offer products for different demographic and
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