Assessment 1 Short Answer Questions

BSBMKG435 Analyse consumer behaviour
Fabricio Thierry Martins Martins
QUESTION 1
Complete the table below by providing a brief definition of the
marketing communication concepts listed.
Marketing Definition of the Marketing Communication
Communication Concept Listed
Concepts
The brand is a name, symbol or design that is given

to the products or services of an organization so that
the consumer can easily identify them from other
similar products or services. By establishing a brand
a. Branding with which consumers can identify, it improves their
perception of what the company offers them.
The brand is the strong and positive perception of the
company's products or services in the mind of the
consumer.
It is the collective existence of a company, an

individual, or a product that can be found online. It is
b. Online
also about marketing schemes for products or
Presence services carried out through online platforms. In this
era, online promotions are vital to reach consumers.
It is the process of communication between the

organization and the consumer, allowing consumers
c. Public
to relate to the organizations' marketing initiatives,
Relations thus generating that consumer tend to support more
the products and services offered by the organization.
It is a specific part of the general population to which

it is intended to sell a product or service. This group is
d. Target the intended recipients of your marketing initiatives,
Audience which were identified by analysing the portion of the
general population that expressed interest in the
product or service.
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QUESTION 2
Complete the table below by providing a brief description of the
marketing communication process stages listed.
Marketing
Brief Description of Marketing Communication
Communication
Process Stage Listed
Process Stages
The purpose of a marketing communication program

a. Creating is to outline the flow of marketing communication.
marketing
At this stage, you need to identify the pain point of
communicatio the target market, align messages with each
n program channel, and create an easy-to-reference marketing
communications document.
Capturing market responses gives the company an

overview of the target market's demand for specific
b. Capture products and services.
market At this stage, you need to collect feedback and
responses suggestions from the market regarding your product
or service which you can then use to develop or
improve marketing plans.
Recording and maintaining data refers to

consolidating the data from the previous stages and
c. Record and
organizing it to process the information more easily.
maintain data This allows companies to obtain relevant information
when needed for evaluations.
d. Analyse and The data collected is evaluated based on its

reliability, validity, accuracy, authority, timeliness,
evaluate
and point of view. It is then used to assess the
database necessary changes that need to be made to the
information organization's marketing plans.
Question 3
Assume that you are working for Bounce Fitness, a fitness and wellness
provider in Australia. As part of your work role, you must review the
digital channels relevant to the Bounce Fitness. Access the document
below to learn more about the digital channels used by Bounce Fitness.
Digital Communication Policies and Procedures.
https://bouncefitness.precisiongroup.com.au/policies-and-
procedures/administrative-policy-procedures/
Complete the table below:
 Based on the document, identify at least one current digital channel

used within Bounce Fitness for internal communication.
 Explain how each identified digital channel is relevant to the
organisation.
Digital Channel
Used within Bounce How the Digital Channel is Relevant to the
Fitness for Internal Organisation
Communication
 Used for sending work-related emails and

o Gmail reminders
 Used for sending confidential information
among staff members
o Slack  Used for instant messaging among staff

members
 Used for phone and video conferencing
 Used for sending commercially sensitive
o Skype client information to staff members using the
Private Conversation feature
Question 4
Assume that you are working for Bounce Fitness, a fitness and wellness
provider in Australia. As part of your work role, you must review the
digital channels relevant to your consumers. Access the document below
to learn more about the digital channels that Bounce Fitness uses to
communicate with consumers.
Bounce Fitness Corporate Marketing Plan

https://bouncefitness.precisiongroup.com.au/category-
infrastructure/currentprojects/
Complete the table below:
 Based on the document, identify one current digital channel used by

Bounce Fitness to communicate with consumers.
 Explain how the identified digital channel is relevant to the consumers.
Digital Channel
Used by Bounce
How the Digital Channel is Relevant to the
Fitness to
Organisation
Communicate with
Consumers
 They are virtually generated spaces that

organizations can use to run campaigns and
ads.
A comprehensive
 They enable faster communication between
website will be consumers and organizations, whether
used in the regarding the promotion of products or
membership drive services, consumer engagement, or
and to promote collecting feedback.
awareness of the  Consumers can express their concerns about
services on offer. products and services, which allows the
organization to better understand the needs
and preferences of users.
Question 5
Assume you are working for Bounce Fitness Bowling Alley. As part
of your work role, you must review the marketing strategies used
by the organisation. Access the document below to learn more
about the marketing strategy of Bounce Fitness Bowling Alley.
Bounce Fitness Bowling Alley Marketing Plan
https://bouncefitness.precisiongroup.com.au/category-
infrastructure/current-projects/
Based on the Bounce Fitness Bowling Alley Marketing Plan,
answer the questions below on marketing strategy.
a. Based on the document, provide a brief description of the

marketing strategy used in the Bounce Fitness Bowling
Alley.
A full-time PR coordinator will be a vital part of the Bounce Fitness Bowling
Center management team.
The members of the team will be in charge of ensuring customer
satisfaction, raising public awareness about the type of entertainment
offered at the center and filling the different leagues with players.
Advertising will be generated through:
• Internet website
• Print ads
• Promotional coupons
• Frequent bowler program for customers
• Community Participation Program
• Personal business-to-business contact (networking).
b. Describe how the marketing strategy addresses the innate

needs of consumers.
The needs that consumers require to sustain human life are of vital
importance when devising a marketing strategy, since consumers
themselves continually seek products that satisfy these needs.
c. Describe how the marketing strategy addresses the acquired

needs of consumers.
Addressing these needs is an effective way to improve an organization's

marketing efforts, as these needs drive interest and build consumer
loyalty.
d. Describe how the marketing strategy appeals to motives that

influence consumer decision-making.
Organizations can convince consumers to buy products and services by

appealing to their buying motives. Providing a boost to these buying
motives can help consumers decide to buy your product or service.
Knowing the trends of the types of consumers and their respective
behaviours taking into account the reasons for purchase of consumers will
complement your marketing strategy to ensure a sale.
Question 6
Assume you are working for Bounce Fitness Bowling Alley. As part of your work role, you
must review how the hierarchy in the company is structured, the marketing policies and
structures within it and the marketing objectives of its marketing plan. To answer the
questions below, you must access the following organisational documents:
 Bounce Fitness Hierarchical Structure – Head Office
https://bouncefitness.precisiongroup.com.au/people/hierarchical-structure/
 Bounce Fitness Marketing Policies and Procedures
https://bouncefitness.precisiongroup.com.au/policies-andprocedures/marketing-policy-
procedures/
 Bounce Fitness Bowling Alley Marketing Plan
https://bouncefitness.precisiongroup.com.au/categoryinfrastructure/current-projects/
Answer the questions below on organisational structures, policies and procedures, and
marketing objectives.
a. Based on the Bounce Fitness Hierarchical Structure – Head Office

document, enumerate the seven roles in the organisational structure in
the Bounce Fitness head office.
The Bounce Fitness Hierarchical Structure – Head Office

i. Board Of Directors
ii. Ceo
iii. Executive Assistant
iv. General Manager Finance
v. General Manager Marketing
vi. General Manager Human Resource
vii. Admin Assistant
b. Based on the Bounce Fitness Marketing Policies and Procedures
document, enumerate the five marketing policies and procedures in
Bounce Fitness.
1. Marketing Accuracy Policy Bounce Fitness promise to:
1.1. Provide up-to-date and accurate information to its clients, and the
general public at all times;
1.2. Provide current and accurate information that enables potential clients to
make informed decisions;
1.3. Provide advice to prospective clients on products appropriate to their
needs;
1.4. Provide all relevant information to clients, prospective clients, and other
stakeholders as soon as practicable in easily accessible media;
1.5. Market all products and services in an ethical manner, ensuring integrity,
avoiding misleading or ambiguous statements, and enabling potential
clients to make informed decisions.
2. Marketing Accuracy Procedures

2.1. Bounce Fitness must provide current and accurate information that
enables potential clients to make informed decisions.
2.2. Check if the source of information is reliable. Use published (digital or
print) materials and scholarly articles that cite the source of information
presented.
2.3. Check if the source of information is current. The date of any research
information is necessary to determine if the information presented is
recent enough and is not obsolete.
2.4. Check if the source of information is contextual. Use information that is
relevant to the industry, set forth by an authority.
3. Ethical Marketing Policy Bounce Fitness promise to:

3.1. Provide up-to-date and accurate information to its clients, and the
general public at all times;
3.2. Provide current and accurate information that enables potential clients to
make informed decisions;
3.3. Provide advice to prospective clients on products appropriate to their
needs;
3.4. Provide all relevant information to clients, prospective clients, and other
stakeholders as soon as practicable in easily accessible media;
3.5. Market all products and services in an ethical manner, ensuring integrity,
avoiding misleading or ambiguous statements, and enabling potential
clients to make informed decisions.
4. Ethical Marketing Procedures

4.1. Bounce Fitness must market all products and services in an ethical
manner, ensuring integrity, avoiding misleading or ambiguous
statements, and enabling the clients to make informed decisions.
4.2. Consider the affected parties. Know all of the key stakeholders involved
in the project, how they prefer to communicate, what their needs are,
and what the acceptable end results are.
4.3. Consider the consequences of each marketing approach to promote
responsibility, accountability, and cooperative problem-solving.
4.4. Consider the organisation’s obligations in complying with laws and
regulations dealing with business operations, staff management, and
consumers relations.
5. Development of Marketing Materials Policy and Procedure

5.1. Marketing staff must develop marketing templates in accordance with the
Bounce Fitness’s policies.
5.2. Marketing staff must send the template to Management for approval.
5.3. Management must approve all marketing templates, and suggest changes
as needed.
5.4. If approved, Management must send the templates to the CEO for
feedback and approval.
5.5. CEO must approve the templates and suggest changes as needed.
5.6. CEO must send templates back to marketing team with approval with
their specific additional comments.
5.7. If the templates are not approved, return to step 1 and rectify the
template based on the comments of both the Manager and CEO. If the
templates have been approved, the materials must then be developed
according to the approved templates and the comments of the Manager
and CEO
c. Based on the Bounce Fitness Bowling Alley Marketing Plan document,
enumerate the three marketing objectives of the Bounce Fitness Bowling
Alley.
i. Maintain steady sales growth
ii. Increase market share every quarter
iii. Decrease customer acquisition costs by 1.5% per quarter.
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BSBMKG435 Analyse consumer behaviour

Fabricio Thierry Martins Martins

The brand is a name, symbol or design that is given

It is the collective existence of a company, an

It is the process of communication between the

It is a specific part of the general population to which

The purpose of a marketing communication program

Capturing market responses gives the company an

Recording and maintaining data refers to

d. Analyse and The data collected is evaluated based on its

Complete the table below:

 Based on the document, identify at least one current digital channel

 Used for sending work-related emails and

o Slack  Used for instant messaging among staff

Bounce Fitness Corporate Marketing Plan

Complete the table below:

 Based on the document, identify one current digital channel used by

 They are virtually generated spaces that

a. Based on the document, provide a brief description of the

b. Describe how the marketing strategy addresses the innate

c. Describe how the marketing strategy addresses the acquired

Addressing these needs is an effective way to improve an organization's

d. Describe how the marketing strategy appeals to motives that

Organizations can convince consumers to buy products and services by

a. Based on the Bounce Fitness Hierarchical Structure – Head Office

The Bounce Fitness Hierarchical Structure – Head Office

2. Marketing Accuracy Procedures

3. Ethical Marketing Policy Bounce Fitness promise to:

4. Ethical Marketing Procedures

5. Development of Marketing Materials Policy and Procedure

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