Student Number:

Business Studies
HSC Course 2011/2012
Assessment Task 1
Topic: Marketing
November 2011
Weighting 25%

General Instructions

Working time 90 minutes

Write using black or blue pen
Board approved calculators may be used
Attempt ALL Questions

Total Marks

50 marks

Section I
(30 marks 10% of assessment)
Attempt Questions 1 4
Allow about 30 minutes for this section
Section II
(20 marks 15% of assessment)
Attempt Questions 5
Allow about 60 minutes for this section

Section I - (30 marks)

Attempt Questions 1-4 : Allow about 30 minutes for this section
Answer the questions in the spaces provided.
Question 1 (8 marks)

marks

(a) Outline the strategic role of marketing.

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(b) Distinguish between production and selling approaches to marketing.

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ALAFRESCA LTD is a seafood company. Its ships trawl the oceans and caught fish
is processed on board. The frozen products are offloaded and stored at warehouses
in major cities around Australia. The products are than delivered to supermarkets.
In recent months this successful company has started marketing a new range of three
new products (live lobster, caviar and abalone) to some of Sydneys top seafood
restaurants.

(C) Identify and describe four types of markets for this company.

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Question 2 (8 marks)

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(a) What are the benefits to a company in a campaign that aims to increase brand
awareness?
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(b) Describe the importance of market share to a business operating in a highly competitive
environment.
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(c) How is the human resource management and accounting and finance function
related to marketing?

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Question 3 (7 marks)

marks

(a) Define price discrimination.

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(b) Outline the main responsibilities of the Australian Competition and Consumer Commission.
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(c) Describe what happens in the unethical practice of sugging.

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(d) Describe two deceptive and misleading practices used by businesses, but discouraged
by the Competition and Consumer Act.
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Question 4 (7 marks)

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(a) Describe how a deterioration of economic conditions may influence customer buying
behaviour.
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(b) How do socio-cultural factors influence consumer choice?

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(c) Provide examples to illustrate how psychological factors may influence consumer
choice.
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END OF SECTION 1

Section II
20 marks
Attempt Question 5
Allow about 60 minutes for this section
Answer the question in a 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

use relevant business case study/studies

communicate using relevant terminology and concepts

present a sustained, logical and cohesive response

Question 5 (20 marks)

Planning is a central activity of any organization as it allows a business to examine its current
position within the market, consider opportunities and manage effective methods of implementing
change. Furthermore, organizations must devise a marketing mix that appeals to their target market.

With reference to business/businesses you have studied write a report on the following:

Outline the key marketing objectives

Describe the identified target market
Evaluate the marketing strategies used

END OF PAPER