HONG KONG COMMUNITY COLLEGE

Subject Code : BHMH2003

Subject Title : Introduction to Marketing (Version A)
This assignment has a total of FIVE pages (including this covering page).

Declaration of Original Work

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work in this assignment is completely your own work. No part of this assignment is taken from
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such as mark deduction, disqualification or even expulsion by the College.

Instructions:
1. There are THREE sections in this paper.
Section A (10%) – Short Questions. Answer ALL questions in this section.
Section B (20%) – Short Case. Answer ALL questions in this section in point form with justification
from the case.
Section C (70%) – Case Studies. Answer ALL questions in this section on Page No. 2 of the answer
sheet provided. Use the MOST appropriate concepts from the Glossary provided.
2. Type your answers in Times New Roman 12, single line spacing, and black colour. Do NOT
highlight any words and do NOT change the setting of the answer sheet.
3. Make sure that you have submitted the correct and entire Microsoft WORD file. Do NOT
convert it to PDF.
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BHMH2003_B01_Chan Tai Man
5. Make sure NO missing page in your submission.
6. Please use the answer sheet provided in Moodle and type your (a) full student name, (b)
student number, (c) subject code, (d) subject group (e) page number and (f) total number of
pages on every answer sheet.
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Class Version of paper Time

101, A01- A07 A 08:45-10:45
A08-A15 B 09:00-11:00
Section A (10 marks) - Short Questions (version A)
Question A1
When a firm focuses on its internal capabilities rather than on the desires and needs of the
marketplace, then the firm is said to have adopted the ____________ orientation.
Question A2
Nalgene is one of the most famous water bottle brands. They now produced water bottles without
any BPA content, a chemical that harms female reproductive system. This is an example of
____________ under societal marketing orientation.
Question A3
When the marketing manager of a company is planning for the marketing audit for the firm, he
believed that the marketing audit should be carried out on a regular schedule, this is mostly
referred to the ____________ nature of marketing audit.
Question A4
In general, when the income of the household increase, their purchasing power will
____________.
Question A5
Nick is the owner of a 7-11 store. In the last year, he has a good year with increasing revenues
and reduced operating costs that resulted in a personal income of approximately $600,000. One
third of that was taken for income taxes, and another one-third went to pay for his mortgage, food
and other necessities. What is the disposable income in the case?

Section B (20 marks) - Read the case to answer the following questions.
Tom is the marketing director of a multinational chocolate manufacturer.
Compared to other multinational chocolate manufacturers, the operating scale of his company is
smaller which mainly produces dark chocolate and hazelnut chocolate. The company is facing
increasing price competition from private labels. The company positioned itself as the “Food of
the Gods”, and this actually built very strong brand recognition. The health and wellness trends
also increase demand for dark chocolate. The company sees the market in a positive way, given a
growing global chocolate market.
In light of fluctuating raw material prices and increasing labour cost, the company started some
successful research and development scheme in their own farm. The company also eyes on
acquisitions and collaborations with other chocolate companies to cope with the worsening
economic conditions.
Question B1
Conduct a SWOT analysis in point form based on case above. (20 marks)
Hints: you may leave some boxes blank in the answer sheet
Section C (70 marks) - Case Studies. Answer ALL questions in this section on Page No. 2 of
the answer sheet provided. Use the MOST appropriate concepts from the Glossary
provided. (Version A)
Question C1
Shell is a global group of energy and petrochemical. It uses advanced technologies and takes an
innovative approach to help build a sustainable energy future. Shell Petrol Station forecourt sets
up self-service petrol pumps that operate 24 hours a day. Its exclusive advanced Fuel Injection
Technology contains special anti-gel agents during winter to help prevent fuel gelling in selected
cold weather markets.
Identify and explain the TWO benefits received by customers in terms of utility. (10 marks)

Question C2
Marriott Bonvoy is the new, combined loyalty programme for Marriott International, hotel group,
an American multinational diversified hospitality company. The company offers Marriott
Bonvoy™, a travel programme for 141 million members globally. Under the current promotion
for a staycation or a getaway trip, members who register for the promotion will receive 2,500
bonus points for their first and second upcoming paid stays, plus a one-time bonus of 5,000
additional points after their third paid stay. Members will continue to receive 2,500 bonus points
for every paid stay thereafter throughout the promotional period.
Identify and explain the strategy used by Marriott International in the case. (5 marks)

Question C3
ALH was the first specialist left-handed business in the world and had a left-handed shop in
central London. In addition to the shop, the premises were used for sending out catalogues and
mail order parcels as well as being a general meeting place for local left-handers. Their aims were
to get more left-handed products made and raise awareness of the issues facing left-handers. The
store is now closed due to the high rental cost, and ALH is now focusing on their web site.
Considering the change in customer purchasing habit, ALH targets for a 10% increase in sales
this year compared to last year.
(a) Identify and explain the type of competitive advantage ALH achieved. (5 marks)
(b) Identify and explain the element of marketing plan for ALH’s target is about. (5 marks)

Question C4
Like many other organisations and businesses, Uniqlo had developed a formal, written collection
of guidelines that all their employees should observe to make better ethical decision. It outlines
12 basic principles and represents their effort to carry out their business acitvities with the highest
ethical principles.
Identify and explain the document that is referred in the case. (5 marks)
Question C5
A Group of hospital administrators was discussing the amount of resources used to care for
patients who were illegal immigrants and had no medical insurance. In an extreme case, a
hospital had spent over $2 million on one illegal immigrant who had no family or friends and
who was not getting better. Another hospital was losing $20 million annually to provide care for
the influx of illegal immigrants. After a great deal of discussion, it was found that each of them
had very definite ideas about how to deal with the problems. Mary, one administrator, said “Our
job as the doctor is to provide medical care for patients even they are illegal immigrants and have
no medical insurance to pay for their medicine.” John, another administrator, said “I think the
decision to care for the illegals should be based on an individual choice. Certainly, I would want
to care for a working man who is supporting six children, but I am inclined to think that if the
man has no income and he should become a burden to the hospital.”

(a) Identify and explain the ethical theory that Mary’s opinion was based on. (5 marks)
(b) Identify and explain the ethical theory that John’s opinion was based on. (5 marks)

Question C6
Sean is a salesperson of a global candy manufacturer, and is now stationed in China. Currently,
there are several other candy dealerships in China. Therefore, Sean has to work hard to keep his
retailing clients satisfied because he knows that if his clients are unhappy with his service, they
can simply buy candies from one of the many other comparable dealers in China. Apart from his
working life, Sean’s buying habits were very complex. He owns a BMW, buys fast food for lunch
but French wine for dinner. He owns photographic equipment and shops for socks at H&M and
ties at Hugo Boss.
(a) Identify and explain the type of competition of candy in China market. (5 marks)
(b) Identify and explain the lifestyle Sean is experiencing. (5 marks)

Question C7
With the emerging online market, the function of a physical store is changing. Due to the
changing expectations of customers, Lululemon now offers in-store yoga classes in order to
enhance customer experience. This is believed to be the key to manage customers’ expectations
and then exceed them.
Identify and explain the concept that driving Lululemon’s changes in the case? (5 marks)
Question C8
The Woodstock Typewriter Company focuses on being a leading typewriter company in the
industry. Their mission statement is “to provide typewriters which are simple, durable and
speedy.” They focus on making the best typewriters, for example by incrementally improving
keyboards. When the invention of computers, the company tries to react by improving the
typewriters to compete.
Identify and explain the problem for Woodstock Typewriter Company described in the case. (5
marks)

Question C9
SOGO Department Store hosted a charity sales campaign, “Fall in Pink”, in its Ladies Wear
Department. Customers had the opportunity to pay HK$30 for a designated product to support HK
Breast Cancer Foundation (HKBCF), the first non-profit organisation dedicated to mitigating the
threat of breast cancer in Hong Kong. All proceeds have been donated to the HKBCF.
Identify and explain the marketing campaign implemented by SOGO Department Store in the
case. (5 marks)

Question C10
In July 2020, Twitter removed a election campaign-style video featuring a cover of Linkin Park's
2002 song "In the End". The video ad, originally posted by White House social media director
Dan Scavino, was later retweeted by President Trump. As explained by one of the industry
associations, the campaign will need to contact the song's publisher and possibly the artist's
record label to negotiate the appropriate licenses with them.
Identify and explain the legal factors related to the case. (5 marks)
BHMH2003 Introduction to Marketing
Glossary for Mid-term test
1 Baby Boomers
2 Casuist
3 Cause-Related Marketing
4 Co-create
5 Code of Ethics
6 Component lifestyles
7 Conventional Morality
8 Copyright Law
9 Cost Competitive Advantage
10 Customer Satisfaction
11 Customer Value
12 Demographics
13 Deontology
14 Discretionary Income
15 Disposable Income
16 Economic responsibility
17 Environmental scanning
18 Ethical responsibilities
19 Evaluation
20 Form Utility
21 Generation X
22 Generation Y
23 Generation Z
24 Generational Marketing
25 Green Marketing
26 Gross Income
27 Implementation
28 Inflation
29 Legal Responsibilities
30 Market
31 Market Orientation
32 Marketing myopia
33 Marketing Objective
34 Marketing Plan
35 Marketspace
36 Mission statement
37 Monopolistic competition
38 Monopoly
39 Moral Relativism
40 Morals
41 Niche Competitive Advantage
42 Oligopoly
43 Opportunity
44 Patent Law
45 Philanthropic Responsibilities
46 Place Utility
47 Possession Utility
48 Postconventional Morality
49 Preconventional Morality
50 Product/service differentiation competitive advantage
51 Production Orientation
52 Purchasing Power
53 Pure Competition
54 Relationship Marketing
55 Sales Orientation
56 Societal Marketing Orientation
57 Strength
58 Target Market Strategy
59 Threats
60 Time Utility
61 Trademark
62 Utilitarianism
63 Weakness