Programme Diploma in Business Management

Module Principles of Marketing

Module Code PMK120
NQF Level 6
Credits 20
Assessment Type Individual Assignment
Semester 2ND
Due Date 28 March 2024

Total marks 50
Pass mark 50%
Weighting 15%
Examiner Nawaal Joseph

This question paper consists of 5 pages including the cover page.

INSTRUCTIONS:
Read the following instructions CAREFULLY:
1. Your assignment should be typed – Arial font 12; 1.5 spacing. Justified (Ctrl + J)
2. Your submission must be presented in the following format:
a. Coversheet
b. Table of Contents
c. Introduction
d. Body
e. Conclusion
f. Bibliography, (proof of research).
3. Use the Harvard method of referencing.
4. You must consult at least five (5) different sources or preferably journals for adequate referencing.
5. Keep photocopies of all assignments handed in.
6. Plagiarism and copying of assignments will result in the default mark 0% being
awarded. This is also a punishable offence, which will lead to a disciplinary action.
7. It is in your own interest to present your work neatly.

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IMPORTANT: INDIVIDUAL ASSIGNMENT SUBMISSION
INSTRUCTIONS STEP 1:
Scroll down to the Individual Assignment Section of your myClass page.
STEP 2:
Click on the Submission Icon
STEP 3:
Click on the “Add Submission” button.
STEP 4:
You will be able to add your assignment here. Take note of the maximum size that can
be uploaded, and how many attachments you are allowed.
STEP 5:
Once you have added your attachment, it will appear in the File submissions block, click on ‘Save changes'

STEP 6:
It is important to note that the assignment is NOT submitted yet – it will state
“Draft (not submitted)” At this step, you are still able to edit your submission.
Should you click on “Edit Submission”, you will be taken back to Step 4, where you will be
able to re-upload the correct document.
To confirm the draft version that is already there, click on “Submit assignment”.
STEP 7:
To confirm your submission, be sure to check the box that appears there, and then click on ‘Submit’.

STEP 8:
Once you have clicked on Continue, you will see that the submission status has been
changed to “Submitted for grading”
Only once it states submitted for grading, the process of the online submission is complete.

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QUESTION 1 (30 marks)

1.1 Exchange is the process of receiving or purchasing the desired product from an individual by (10)
offering something in return. List and explain are the conditions that satisfies the concept of
exchange?

1.2 The philosophies that have guided marketing efforts over the years have evolved from the (5x4)
production concept to the marketing concept. Some marketers have even gone further to
adopt to a societal marketing orientation. According to Kotler and Armstrong, describe these
philosophies in detail.

QUESTION 2 (20 marks)

2.1 The Adamson’s household woke up one morning and found that their kitchen floor was (5x4)
soaked with water. Upon investigation, they found that their fridge was leaking for the
fourth time this year. The father then decides it is finally time to purchase a new fridge.
Susie asks her father to please get a fridge with a water dispenser. Roger asks for a
fridge that has a compartment to store his soft drinks. Mom requests that the fridge
has a mirrored door while the father just wants a fridge that does not leak. The family
approaches a Game Stores to purchase a fridge. The salesperson suggests to them to
purchase their latest Samsung at the cost of R4895.00 as it satisfies all their desires.

Illustrate the consumer buying decision making process that the Adamson
family underwent and explain each stage I detail.

∞End of Question Paper∞

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