Marketing “general perception of branding”

Question 1 (Total: 50 marks)

This is an application question. When discussing the answers, please ensure you relate your answers to the advertisements, ads, etc. and not your general perception of the brand. You will need to link to the symbols, the visuals, characters (and so on) that is used by the brand.

 

Question 1

Choose ONE BRAND and identify THREE bases of segmentation which have been utilized. Define each of the segmentation bases you have selected. Justify the segmentation bases you have identified by critically analysing the symbols, images, words and content of  your brand to determine/describe the target market.

 

** Use at least 3 academic references to support your answer (50 marks)

 

Marks Allocated
Discuss the purpose of segmentation and positioning.   /4
Selected segmentation bases are clearly defined and explained.

Marks are awarded based on how well the academic references are applied rather than just “quoted”

  /6
Referencing (3 required)

Textbook definition or lack of academic referencing for the above will not be given marks – use other academic resources

  /6
 
(Example 1) Ability to analyse ads, social media campaigns, product packaging (NO VIDEOS) to showcase the segmentation and communicate the positioning of the brand   /10
(Example 2) Ability to analyse ads, social media campaigns, product packaging (NO VIDEOS) to showcase the segmentation and communicate the positioning of the brand   /10
(Example 3) Ability to analyse ads, social media campaigns, product packaging (NO VIDEOS) to showcase the segmentation and communicate the positioning of the brand   /10
A clear description of the target market is provided to summarise the information above.   /4
Total Marks for Question 1 /50

 

 

 

Question 2 (Total: 50 marks)

 

Question 2

Choose to discuss either Organic labelling OR Made in Australia labelling. Select at least TWO different external marketing factors that influence consumers’ perception; discuss providing ONE supporting example for each factor.

In the context of utilitarian and hedonic value, discuss TWO reasons why consumers will choose products with this labelling, providing ONE real life marketing example for each.

 

** Use at least 3 academic references to support your answer (50 marks)

 

Marks Allocated
Discuss the importance of shaping consumer perception.   /4
Selected external marketing environment factors are clearly defined and explained.

Marks are awarded based on how well the academic references are applied rather than just “quoted”

  /6
Referencing (3 required)

Textbook definition or lack of academic referencing for the above will not be given marks – use other academic resources

  /6
 
(Example 1) Ability to critically analyse and discuss the influence of the chosen factor on consumer perception and decision making, with the use of one example   /10
(Example 2) Ability to critically analyse and discuss the influence of the chosen factor on consumer perception and decision making, with the use of one example   /10
 
Discuss TWO reasons why consumers will choose products with this labelling, in relation to hedonic and utilitarian value.   /10
Provide TWO effective uses of your chosen labelling in real life marketing   /4
Total Marks for Question 2 /50

 

 

 

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