Assessment Task 1: Knowledge Test

Provide your response to each question in the box below.

Q1: Answer the following questions:

1.1. What is international marketing? What are the characteristics of

international marketing? Write your answer in 100-150 words.
International marketing can be described as the various activities designed
in the planning process. Activities such as fixing pricing structures to suit
local needs, formulating promotional offers and assuring that the products
and services are available to customers residing in the home country as well
as the foreign country. Identifying and satisfying the consumer needs
globally are the major functions to be taken care of.

Given below are some points that describe the basic characteristics of
international marketing −

- Broader market is available

- Involves at least two set of uncontrollable variables
- Requires broader competence
- Competition is intense
- Involves high risk and challenges

https://www.tutorialspoint.com/international_marketing/international_marketing_c
haracteristics.htm

1.2. Explain the following cultural aspects relevant to international markets

profiled in 200-300 words.
a) Communication
b) Attitude
c) Etiquette
Q2: Answer the following questions:

2.1. What do you mean by consumer profile? What are the key contents included
in a customer profile? Write your answer in 100-150 words.

A customer profile, or a consumer profile, is a detailed description of your

current customers. In a customer profile, you’d identify purchasing
behaviors, pain points, psychographic data, and demographic data with
the intent of targeting similar customers in your sales and marketing
campaigns.

A customer profile (sometimes referred to as consumer profile) is a

document that lists pain points, interests, buying patterns, and
demographic characteristics of a company's customers.

It includes common details they tend to share, such as their:

Age
Location
Hobbies
Job title
Income
Purchasing habits
Goals or motivations
Challenges or pain points

https://www.superoffice.com/blog/customer-profiles/

2.2. Discuss the following consumer characteristics based on standard statistical

terms in 150-200 words.

a) Demographic characteristics of consumer markets

Characteristics of consumer markets based on demographics include
differences in gender, age, ethnic background, income, occupation,
education, household size, religion, generation, nationality and even social
class.
b) Psychographic characteristics of consumer markets
Consumer market characteristics can also be psychographic in
nature. Psychographic characteristics of consumers include
interests, activities, opinions, values and attitudes. Obviously,
many magazines are geared toward a consumer's interest. For
example, prenatal magazines target expectant mothers who are
interested in learning more about caring for a baby.
c) Behaviouralist characteristics of consumer markets
Behavioralistic characteristics can also be garnered through
marketing research. Behavioralistic characteristics of consumer
markets include product usage rates, brand loyalty, user status or
how long they have been a customer, and even benefits that
consumers seek. Companies like to know how often their

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 consumers visit their restaurants, stores or use their products.

https://smallbusiness.chron.com/characteristics-consumer-markets-
1418.html

BSBMKG549 Assessment 1 V1

Page 6 of 13
Q3: Answer the following questions:

3.1. Explain the following three (3) market profiling techniques and related
software programs in 150-200 words.
a) Demographics market profiling

might be the first thing people think of when they hear ‘market
segmentation’. This is perhaps the most straightforward way of defining
customer groups, but it remains powerful. Demographic segmentation
looks at identifiable non-character traits such as:
 Age
 Gender
 Ethnicity
 Income
 Level of education
 Religion
 Profession/role in a company
 b) Psychographic market profiling

Psychographic segmentation is focused on your customers’

personalities and interests. Here we might look at customers and
define them by their:

 Personality traits
 Hobbies
 Life goals
 Values
 Beliefs
 Lifestyles

c) Behavioural market profiling

Behavioral segmentation is possibly the most useful of all for e-commerce
businesses. As with psychographic segmentation, it requires a little data to
be truly effective – but much of this can be gathered via your website
itself. Here we group customers with regards to their:

 Spending habits
 Purchasing habits
 Browsing habits
 Interactions with the brand
 Loyalty to brand
 Previous product ratings

https://www.yieldify.com/blog/types-of-market-segmentation/
3.2. Explain the customer profiling software programs used in performing market
profiling in 150-200 words.

Click here to enter text.

BSBMKG549 Assessment 1 V1
BSBMKG549 Assessment 1 V1
Q4: Discuss the following factors that influence on consumer behaviour in 100-150
words each.

a) Individual

b) Social

Humans are social beings and they live around many people who influence
their buying behavior. Human try to imitate other humans and also wish to
be socially accepted in the society. Hence their buying behavior is
influenced by other people around them

These factors are considered as social factors. Some of the social factors
are:
i. Family
Family plays a significant role in shaping the buying behavior of a person.
A person develops preferences from his childhood by watching family buy
products and continues to buy the same products even when they grow
up.
ii. Reference Groups
Reference group is a group of people with whom a person associates
himself. Generally, all the people in the reference group have common
 buying behavior and influence each other.
iii. Roles and status
A person is influenced by the role that he holds in the society. If a person is
in a high position, his buying behavior will be influenced largely by his
status. A person who is a Chief Executive Officer in a company will buy
according to his status while a staff or an employee of the same company
will have different buying pattern.

c) Cultural
A group of people are associated with a set of values and ideologies that
belong to a particular community. When a person comes from a particular
community, his/her behavior is highly influenced by the culture relating to
that particular community. Some of the cultural factors are:

i. Culture
Cultural Factors have strong influence on consumer buyer behavior.
Cultural Factors include the basic values, needs, wants, preferences,
perceptions, and behaviors that are observed and learned by a consumer
from their near family members and other important people around them.

ii. Subculture
Within a cultural group, there exists many subcultures. These subcultural
groups share the same set of beliefs and values. Subcultures can consist of
people from different religion, caste, geographies and nationalities. These
subcultures by itself form a customer segment.

iii. Social Class

Each and every society across the globe has form of social class. The social
class is not just determined by the income, but also other factors such as
the occupation, family background, education and residence location.
Social class is important to predict the consumer behavior.

d) Life style
Lifestyle is an attitude, and a way in which an individual stay in the society.
The buying behavior is highly influenced by the lifestyle of a consumer. For
example when a consumer leads a healthy lifestyle, then the products he
buys will relate to healthy alternatives to junk food.
https://clootrack.com/knowledge_base/major-factors-influencing-consumer-behavior/?amp

BSBMKG549 Assessment 1 V1
BSBMKG549 Assessment 1 V1
Q5: Explain the key provisions of the following legislation affecting consumer
behaviours for products and services and their protection:

 Trade Practices Act

The Act, which is aimed at promoting trade competition, imposes a general
prohibition on certain unfair trade practices and behaviours damaging to
other business operators. ... Since its establishment in 2017, the Trade
Competition Commission (“TCC”) has been seen to actively enforce the
unfair trade practices regulations.

 World Trade Organisation

The World Trade Organization is an intergovernmental organization that
regulates and facilitates international trade between nations. Governments
use the organization to establish, revise, and enforce the rules that govern
international trade

 Privacy Act protecting customers' personal

information

The Privacy and Personal Information Protection Act 1998

(PPIP Act): Protects your privacy rights in NSW by making

sure that your personal information is properly collected,

stored, used or released by NSW public sector agencies

via the Information Protection Principles (IPPs)

Write 80-200 words for each.

 https://www.legislation.gov.au/Details/C2010C00426

BSBMKG549 Assessment 1 V1
 Q6: Discuss any three (3) sources of information on international markets in 150-200
words.
International Economic Policy Section,
the Trade Administration Section, and
the Trade Development Section.
https://www.emerald.com/insight/content/doi/10.1108/eb048718/full/html?skipTracking=true#:~:text=These%20three
%20are%20the%20International,and%20the%20Trade%20Development%20Section
BSBMKG549 Assessment 1 V1
Q7: Explain four (4) segment descriptors to define international target markets in 200-
250 words.
1. Demographic segmentation: The who
Demographic segmentation might be the first thing people think of when they
hear ‘market segmentation’. This is perhaps the most straightforward way of
defining customer groups, but it remains powerful. Demographic segmentation
looks at identifiable non-character traits such as:

Age
Gender
Ethnicity
Income
Level of education
Religion
Profession/role in a company

2. Psychographic segmentation: The why

Psychographic segmentation is focused on your customers’ personalities and
interests. Here we might look at customers and define them by their:

Personality traits
Hobbies
Life goals
Values
Beliefs
Lifestyles
Compared to demographic segmentation, this can be a harder set to identify.
Good research is vital and, when done well, psychographic segmentation can
allow for incredibly effective marketing that consumers will feel speaks to them on
a much more personal level.

3. Geographic segmentation: The where

By comparison, geographic segmentation is often one of the easiest to identify,
grouping customers with regards to their physical location. This can be defined in
any number of ways:

Country
Region
City
Postal code
For example, it’s possible to group customers within a set radius of a certain
location – an excellent option for marketers of live events looking to reach local
audiences. Being aware of your customers’ location allows for all sorts of
considerations when advertising to consumers.

4. Behavioral segmentation: The how

Behavioral segmentation is possibly the most useful of all for e-commerce
businesses. As with psychographic segmentation, it requires a little data to be
truly effective – but much of this can be gathered via your website itself. Here we
group customers with regards to their:

Spending habits
Purchasing habits
Browsing habits
Interactions with the brand
Loyalty to brand
Previous product ratings

https://www.yieldify.com/blog/types-of-market-segmentation/
BSBMKG549 Assessment 1 V1