Bhmh2003 covering for answers student (1).edited.edited

Name: Student No.:
Subject Code BHMH2003 / CCN2003
Introduction to Marketing
Class (e.g., B01):
Page No.: 1 Total no. of pages: 10
For answer script - EVERY answer sheet MUST include (a) full student name, (b)
student number, (c) subject code, (d) subject group, (e) page number & (f) total
number of pages.
Important points to follow:
1. There are TWO sections in this paper.
Section A (30%) –Short Questions. Answer ALL SIX questions in this section on Page
No. 2 of the answer sheet provided. Use the MOST appropriate
concepts from the Glossary provided.
Section B (70%) –Essay Questions. Answer ALL THREE questions in this section on
the answer sheet provided. The answer for each item should be
within TWO pages.
2. USE the relevant concepts taught in this subject to answer the questions.
3. Type your answers in Times New Roman 12, single line spacing, and black color. Do
NOT highlight any words and do NOT change the setting of the answer sheet.
4. Make sure that you have submitted the correct and entire Microsoft WORD file. Do
NOT convert it to PDF.
5. Save your filename as SUBJECT_CODE_FULL NAME_STUDENT NUMBER,
e.g., BHMH2003_Chan Tai Man_1800200A
6. Make sure NO missing page in your submission.
7. MUST include (a) full student name, (b) student number, (c) subject code, (d) subject
group (e) page number, and (f) the total number of pages on every answer sheet.
8.
9.
Only the last submission you made within the designated timeslot will be counted.
NO late submission is allowed.
10. If necessary, students may be invited to provide more information on their
submission.
Question No. For Lecturer’s Use Only
Marks
A1
A2
A3
A4
A5
A6
B1
B2
B3
TOTAL:

Name: Student No.:
Class (e.g., B01):
number of pages.
Type your answer below (Times New Roman 12, single line spacing and black color):
Question Section: A
A1
(a) Based on Michael’s section, it has remained noted that v8 juice can be categorized
under the consumer products since it is an essential product that is used daily, then again,
the v8 juice is consumed regularly by many clients like Michael, which reveal the habit
of picking it daily, which account for daily consumption product.
(b) Product Item, Campbell's Chicken Soup, is a product item since it is a specific version
of a product that the company has designated as a distinct offering when compared to its
competitors' products.
A2
(a) Susanne is an opinion leader. After all, she has influenced Zena based on her opinion
because she has an excellent reputation on social media. In that regard, it remains
right to argue that an opinion leader is a person that has a significant influence on
other opinions. Again, Susanne has used these products and services offered by the
car, thus making a high impact on the purchasing option of Zena.
(b)
Based on the information offered in the case study, it has remained asserted that Zena is
feeling self-actualized, since she can complete a purchase of a chosen care. Again, it has
stayed revealed that Susanne can influence a variety of fans via Facebook, asserting that
she has a wide range of options on the product that Zena wants to buy. Again, it is clear
that she is knowledgeable, exposed, and visible on mass media; thus, these characters
define her.
A3
(a) Advocacy Advertising, the logical explanation behind this point of view is that,
advocacy advertising is used by an organization to express their viewpoints on the
variety of controversial problems or juts respond to media attacks, as illustrated in
Exxon Mobile Organization. Additionally, an organization can use this advertisement
to promote the use of the products that has some underlying objectives or purpose.

Name: Student No.:
Class (e.g., B01):
number of pages.
(b) It is a pioneering advertisement since it is used in this company to stimulate demand
for a new product.
A4
(a) It is a multinational Organization since it has many different product variations, brand
names, and advertising programs as countries in which they do business, as illustrated
in the case study above. For instance, it is clear from the case study that it has
ventured into unique flavors in Russia and South America.
(b) The Organization has deployed the concept of promotion adaptation since it using a
single product for all nations. However, it implements a variety of advertising
approaches in various local markets. For instance, the Kit Kat produces unique
flavors, which include wasabi and cucumber, specifically in Japan.
A5 Component lifestyle is the practice of choosing goods and services that meet one's
diverse needs and interests rather than conforming to a single, traditional lifestyle. In
other words, he represents the modern free generation, which is free and chooses to be
free of all the conventional shackles and formalities. Therefore marketer will refer Lance
as a Millennial since he seems to be more carefree as compared to his father; his spending
patterns are more likely for immediate and short-term.
A6 ReasoningReasoning along the information offered in the cases study above, it
remains right to reveal that Peter is dealing with recession since its am economic activity
that is generally characterized by negative growth, which results in a decline in demand
for goods and services.

Name: Student No.:
Class (e.g., B01):
number of pages.
Question B1
The case study asserts that Biomod is deploying the concept of gender variable under
demographic segmentation and benefit variable. On the other hand, Petite is using
psychographic and demographic variables.
For the gender variable, Biomod is focusing on skincare masks for men and women
specifically. For the benefit variable, the case asserts that the company produces products
that are customized as part of the product features. Again, it is revealed in the case study
that the company offered a variety of benefits such as treatment formula, shapes and
designed prints.
For Petite point of ReasoningReasoning, it is focusing on age and life stage variable under
the rationale of dimorphic variable given that the company focus on teens aged between
13 and 17 years. The next variable is the concept of a psychographic variable, which
focuses on the rationale of using Emojis to communicate, which the benefits of the teens
targeted on the study.

Name: Student No.:
Class (e.g., B01):
number of pages.
Question B1 (continued)
Biamod has deployed the concept of multi-segment targeting strategy since it is
campaigning for everyone that is men and women, in general, include children and adults
so long as they are men and women. This means that this approach focuses on more than
two well-defined market segments.

Name: Student No.:
Class (e.g., B01):
number of pages.
I. Substantiality
II. Identifiability and measurability
III. Accessibility
IV. Responsiveness
Substantiality – this focuses on a large segment that includes a special market mix. This is
critical since it plays a focal point to avoid wasting the budget. Thus is asserted from the
case study where Petite realized the income rate of their client, thus, reduced the prices to
marge it client since it is large enough.
Identifiability and measurability – The segment has been identified that is teens aged
between 13 and 17 years; thus, they are measurable. Technically, it is clear that the
potential clients are measurable, given that Petite has realized that teens aged between 13
and 17 are the best segment market, thus identified that clients as more profitable. It
identified this client by the use of Emojis as sufficient communicating strategies for this
population.
Accessibility- the segment is accessible via social media. This helped Petite Company to
access their clients heavily. In addition, Petite skincare understands that Emojis would be
the best and effective approach to reach the segment t that they identified, given that
Emojis is among the modern social media lifestyle that is deployed in a wide range.
Responsiveness- Teens are responding to the market mix differently via social media and
the use of Emojis. This was supported by the survey conducted by the Petite Company,
and they asserted that more than 45% had a positive impact on facial mask products.

Name: Student No.:
Class (e.g., B01):
number of pages.
Question B2
(A) Penetration pricing strategy. The reason behind this point of view is that the CA, the
company charges low prices before it has not been recognized, and it increases after
it has gained the market to meet the competitor's prices.
(B) Situational Favour
I. When the company wants to obtain a significant market share, just like CA
was in low airfares and then increased its prices after full recognition. This
reveals that CA became competitive over time, and it was capable of
maintaining that position due to the increased market segment.
II. Gaining greater market, this point of view is revealed from a point that a
company like CA is expecting a grown market; it stays critical for it to adopt
a pricing approach so that it can attain a larger market.
III. This approach is applied when there is a reduced market entry, as the
company is just approaching the market, thus remain significant for the
company to create the market. This is critical since it plays a focal point in
managing and maintaining low pricing for product life, just like locking the
market by moving with the approach adopted by CA.
IV. This pricing strategy is favored with a price-sensitive market, just like there
is no market in less peak seasons. IN reality, it has remained asserted that
high low cost is significant in achieving clients’ attraction where market
saturation is at peak. Again, based on the previous study, it has remained
asserted that price sensitivity is a fully saturated market and can control the
market.

Name: Student No.:
Class (e.g., B01):
number of pages.
Dynamic pricing strategy, the logic behind this line of thinking is that the company
applied then the concept of pricing changing based on situation and time. A reasonable
example from this case is that the company offered high discounts in low peak seasons to
ensure the airfare is attainable. On the other hand, in peak season, the company offers
high airfare to achieve a competitive edge in the market.
There are two main discount quantities, which are non-cumulative and cumulative
discounts. In low seasons, there is a need for the CA to deploy non-cumulative quantity
discounts, under which the company can reduce the process with the help of the two
months policy to peak seasons. On the other hand, in the cumulative approach, CA can
apply the approach of buying three tickets and get one free with respect to the individuals
who buy three tickets during holidays. This discount will offer more benefits for the CA,
along with retaining clients.

Name: Student No.:
Class (e.g., B01):
number of pages.
Question B3
Technically, logistic growth function is a concept that is deployed in the modern business
to model the exponential growth of a population. Still, they tend to focus on the sense and
current states of the market. For that reason, it has remained noted that logistics is the
movement of goods across the supply chain of a company. Importantly, it has remained
revealed that this process tends to have a variety of operation, based on the above cases,
one of the critical function of logistic done in the company is material handling and storage
system. According to the case study, it is clear that they keep the strictest wine at a constant
temperature so that the wine does not get any damages before they are sold. Another
logistic function that is taking place in the first paragraph is the warehouse, where they
receive the products from the producers and keep them in the warehouse before they sell
the final products to their clients. The last logistic function that is evident in the case study
is transportation. According to the information given above, it has remained revealed that
GW also takes the responsibility of arranging the delivery of their products from their
warehouse to retail stores.

Name: Student No.:
Class (e.g., B01):
number of pages.
Distribution intensity is the level of availability that is selected for particular
products by the marketers. According to a variety of research that has been done on the
subject matter, it has remained opined that the level of intensity that is adopted by an
organization depends entirely on various factors like production, capacity, size of the
market, pricing, and promotion policies and the amount of products services that are
needed by the end-user of the products in the various marketing platforms. Based on the
case study, GW has adopted two primary distribution intensity; direct distribution and
retail distribution channels, this is supported with the concept that GW has opened its
own retail stores, under which clients can buy both fine and commercial wines directly
from the Organization at lower prices compared to its competitive organizations.
Intensity and exclusive distribution intensity. In the context of retail, the company is
selling to its intermediaries like supermarkets and wine chains.
Question B3 (continued) – Last page
The main reason why an organization opens a network of distribution is to ensure that their
products reach their clients. However, since the open channels are operated manually, there
is a direct possibility that the chain might experience friction. For instance, in this case,
GW is experiencing horizontal channel conflict where the company is selling their prices
directly to its end users instead of relying on the existing channel intermediates. Which
means that GW believes selling direct to supermarket, chain store, and Hong Kong Football
Club retail is more aggressive compared to the intermediate channels, thus encroaching a
territory that they are not supposed to operate. Another significant channel conflict is
vertical channel conflict, where the company has decided to prefer direct selling of their
products to opening their stores since it is clear they open when there are clients who
purchase both commercial and fine wines.

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