EXAMINATION REPORT
MKT202 Marketing Management
营销管理代写 Overall Performance of Students in the Examination: Students’ performance was considered satisfactory and seemed better…
PART I 营销管理代写
Overall Performance of Students in the Examination:
Students’ performance was considered satisfactory and seemed better compared to previous semesters when it was a written examination.
Most students managed to attempt all the questions. Overall, students are generally weak in applying the tested concepts to the case. The answers provided tend to be theoretical and explained how the concepts could be applied but without actually applying them to the companies in question.
Strengths and Weaknesses of Students in Examination:
As it was an open book exam, students were able to describe and explain theoretical concepts. Students that performed poorly tend to reiterate conceptual definitions from course materials without examples or applications, whereas those who performed well were able to define concepts in their own words, apply them to the cases and provided relevant examples.
The questions that students did well in were those that allowed for some definitions and theoretical discussions such as Q1a, Q2, Q3b and the questions that they did not do as well in were those that only required the application to the case or companies concerned such as Q1d and Q3a.
There were some students who spent too much time on earlier questions and ran out of time to answer the later questions adequately, especially Q3c.This was likely due to poor time management.
PART II 营销管理代写
Overall performance of Question 1
Students performed satisfactorily in Q1 but could have performed better given that the first part of the question was similar to the TMA for both the PT and FT cohort.
Strengths and weaknesses of students with regard to Question 1
The main weakness was the macroenvironment analysis in Q1a and the positioning strategy tested in Q1c. Many students did not fully understand the purpose of macroenvironment analysis and discussed company specific factors or from a consumer behaviour perspective i.e. look at how individual differences such as economic conditions affected purchase decisions.
Students who did well identified relevant macroenvironmental factors, could explain what they are and clearly showed how they could impact the business opportunities for LNA beers. Students who did poorly picked the less relevant factors, were not able to explain clearly what it involved or could not convincingly explain how these factors could affect the business opportunities of LNA beer.
Most students were able to answer Q1b in terms of identifying relevant POP and POD but to varying degrees. Some students were able to define what POP and POD are but mixed them up when using them to compare LNA beer and regular beer. There were other students who used POP to compare LNA beer and regular beer but used POD to compare LNA beers and soda drinks (or the other way around). Obviously, they were confused by the question. 营销管理代写
For Q1c in terms of positioning strategy and statement, some students used other frameworks such as discussing types of differentiation which did not directly answer the question. Many students explained about being health conscious and some discussed the aspect of socializing for the positioning strategy. There were some students who mentioned the use of POP and POD in a positioning strategy but did not go on to demonstrate it for this situation. Overall, most students did not write it as a positioning statement but explained it.
Overall, students’ performance on Q1d was mixed. It was on developing a marketing communication campaign. Some students were creative and proposed interesting campaign messages and elaborated on the creative strategy via a mix of informational and transformational appeals. Some students even wrote the themes, scenarios etc. to show this appeal could be adopted and did a good job. However, in terms of mass communication tools, a fair number of students did not identify the mass communication tools correctly instead discussed social media, or mobile marketing. There were also some who focused on media type and treated
advertising on TV, radio and magazines as different mass communication tools. A small number just copied the concepts without any application to the case scenario or were out of point.
Overall performance of Question 2
Generally, students did reasonably well for this question as the questions were relatively straightforward. Most of them were able to at least explain the theoretical concepts although not all of them could apply them well to the company in the case.
Strengths and weaknesses of students with regard to Question 2 营销管理代写
Overall, the discussions for Q2a on holistic marketing tend to be theoretical and general. However, students who did well were able to explain each component of the holistic market concept. And discussed the specific activities that the company could do under each component. This is especially since the company is undergoing a relaunch with a new identity and aesthetic.
Students who did not fare well did not explain each component of the holistic marketing concept nor did they demonstrate how the company should apply them. Each component had very few ideas discussed, for example, in relationship marketing, they just covered customers only. Some students merely repeated words from the case without saying how the company should implement each component while others discussed the 2 product lines in generic sentences while describing the components.
Q2b was rather well answered and majority of the students were able to explain how the customers could be attracted and retained by the company as well as how loyalty could be built.
Students who did well provided the correct factors that the company could employ to attract and retain customers as well as to build loyalty. They explained how the company could use them given the specific situation. Students who did poorly chose the wrong factors or did not elaborate adequately on how the company could use these factors well. There were some answers which were repeating about the one main point they had provided like “membership” or “loyalty programs”.
Overall performance of Question 3 营销管理代写
Student performance on Q3 was the weakest and many students did not score well for this question. Perhaps, this could be explained by two factors: poor understanding of the concepts and insufficient time to answer the questions. Some students did not seem to fully comprehend the terms or were confused as to what they mean.
Strengths and weaknesses of students with regard to Question 3
The performance in Q3a varied as some students did not have an adequate understanding of how cultural, social. And personal factors could influence consumer behaviour. Some mixed up social class with social factors or cited the correct factors. But their explanation did not align with them. A small number of students discussed the Chinese market even though the question stated that it is for the Singapore market or about the Chinese consumers in Singapore.
Students who did well were able to cite the relevant factors, define them. And explain how they could influence the Singapore consumers’ buying behaviour towards Chinese brands. Students who did not do well cited less relevant factors, did not define them or did not explain how they could influence the Singapore consumers. In contrast, students did rather well in Q3b as many were able to discuss the two market entry strategies. And justified their answer using information from the case. Most students did well for this question as they were able to explain the market entry
strategies in terms of waterfall and sprinkler approaches and explained correctly the one used by the company.
However, some students answered in terms of the mode of market entry instead such as direct investment or joint venture. And these answers were accepted as well if they were appropriately explained. There were also students who gave answers such as exporting even though it is clear from the case that they have never previously adopted this strategy. 营销管理代写
Students’ performance was generally weaker in Q3c, with many students simply ‘copying’ their answers from the study guide or etextbook. This question was rather theoretical. And most students put in little effort to apply the theoretical concepts to the case. And did not provide concrete examples of how the company could carry out channel design decisions. Some students wrote brief answers which could be an indication that they did not have enough time to answer this question.
Students who performed well for this question could cite the 4 steps, explain what they involved. And how the company could apply them given their product offering and situation. However, students who performed poorly only stated the 4 steps. And did not apply them specifically to the company in the case. A small number of students even mistook this question for channel management and explained it wrongly.
