GHANA COMMUNICATION AND TECHNOLOGY UNIVERSITY (GCTU)

(FACULTY OF I.T BUSINESS)

END OF FIRST SEMESTER EXAMINATIONS - 2020/2021 ACADEMIC YEAR

DEPARTMENT OF MARKETING & PROCUREMENT

TAKE HOME ONLINE EXAMINATION

MARKETING MANAGEMENT (BUMK 353)

COURSE LEVEL: 300

Start Date: APRIL 27, 2021

SUBMISSION DATE: NOT LATER THAN APRIL 30, 2021 @ 11:55PM

INSTRUCTIONS:
Kindly read the case on “Gloria’s Drinks Ghana Ltd.” and answer the 4 compulsory questions under
section A.
Answer 2 out of the 4 questions under section B
Your answer should be appropriately cited and referenced
Your answer to each question should not be less than 100 words and more than 300 words excluding
references and cover page

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 SECTION A

GLORIA’S DRINKS GHANA LTD.

Gloria’s Drinks wants to market a new product line; drinking water and beverages
in an innovative package with a screw top in Ghana. The proprietor will like to
know if the packaging solves the challenge of the biting off of a corner of sachet
water with customer’s teeth and therefore, tends to make storage of the remaining
water impractical. They decide to purchase syndicated data, tracking water and
beverage purchasing trends in Ghana over the last two years.

As part of the marketing campaign, the company plans to roll out a sachet return
scheme, where sachets returned earns customers discount points toward their next
purchase.

Questions:
1. Is this primary or secondary data collection, and why? (8 marks)
2. Identify and discuss five different challenges that the packaging seeks to solve.
(12 marks)
3. Identify and discuss five different competitive advantages that this packaging
will have over competing brands. (12 marks)
4. Discuss how this company’s marketing plan will affect the natural environment.
(8 marks)
(TOTAL MARKS: 40)

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 SECTION B

1. (a) In your opinion, explain the targeting strategy Kantanka Automobile

Company can adopt to be highly competitive in the Ghanaian automobile market.
(5 Marks)

(b) What stage in the Product Life-Cycle can you find Kantanka Automobile
Company and why? (5 Marks)

(c) With the aid of a diagram explain the stage you can find Kantanka automobile
company in the Product Life-Cycle. (10 marks)

(d) Describe the strategies you will adopt to rejuvenate a product at a declining
stage. (10 Marks)

(TOTAL MARKS: 30)

2. Strategic planning is the process of establishing an organizational mission and

formulating goals, corporate strategy, marketing objectives, marketing strategy
and marketing plan (Pride & Ferrell, 2006).

(a) State, explain and justify the two basic factors that are important in the
development of marketing strategy. (10 Marks)

(b) Identify and explain three reasons why a marketing manager will attempt to
understand the behaviour of his/her customers. (15 Marks)

(c) Discuss any two general approaches used internally by firms to aid in the
implementation of marketing strategy. (5 Marks)
(TOTAL MARKS: 30)

3. (a) With any business of your choice, explain three (3) ways you can increase the
Lifetime Value of your customers in this era of COVID-19. (15 Marks)

(b) Trace the genealogy of the Marketing Mix Framework. From the perspective
of the consumer, has the 4Ps Marketing Mix helped. (15 Marks)
(TOTAL MARKS: 30)

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4. (a) Explain the importance of marketing environment (micro and macro). (5
Marks)

(b) Choose any recognizable brand or product or company of your choice and
identify three (3) socio-cultural environmental factors that affect it. (10
Marks)

(c) Explain how you perceive these factors, influencing their marketing decisions
regarding how they promote their business. (15 Marks)
(TOTAL MARKS: 30)

TOTAL: 100 MARKS

Good Luck
Examiners: Ms. M. Yaa Binka, Messrs. C. Yawson, E. Adjei & W. Asamoah Owusu

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INSTRUCTIONS TO PACKAGING AND SUBMITTING YOUR TAKE-HOME EXAMS

Students Responsibilities and Advice

1. It is your responsibility to:

a. Comply with the general information and instructions given on the question

paper,

b. Ensure that your answers follow the required format,

c. Submit your final document (answers) following the online submission

procedures outline below, and

d. Provide the required information on the submission cover page (Student’s full

name, student number, digital/physical address, Course Code and Title).

2. Because final submission is based on access to the internet, avoid last minute work and

submission. You should expect huge traffic on all networks (internet service providers)

and the platform close to the submission deadline. Therefore, you are advised not to wait

until the last minutes before you submit your work.

3. Note that no submission can be accepted after the deadlines.

Guidelines to Packaging Your Answers

1. Use Ms Word or appropriate document processing software to prepare your answers,

and convert it to PDF for submission.

2. Your final document (answers) must have a Cover page as the first page or front page

showing your student index number, your full name, Program, Level and department as

your submission cover page.

3. The name of the PDF file should be your last name, index number and the course

code/title (eg. Last Name/Surname, Course Title in brief).

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 NOTE: The system will accept only PDF file format for submission. All PDF files must

not be more than 50mb. The system will reject any file size bigger than 50mb.

4. To resize your pdf file use any of these free online tools.

a. https://smallpdf.com/compress-pdf

b. https://www.ilovepdf.com/compress_pdf

5. Handwritten documents (photographed or scanned) will not be accepted.

Online Submission Instructions

1. Login to GTUC E-learning platform at gtuconline.gtuc.edu.gh

2. Locate your course on your dashboard or hover your mouse on the My Courses to select

your course.

3. Please note that you are required to evaluate the course and your lecturer. Kindly scroll

down to the bottom of the course page where you can see COURSE AND LECTURER

EVALUATION FORM to evaluate the course and your lecturer. This will take an

approximately 5 mins. to complete. This activity is tied to the End of Semester Exams,

i.e. you are expected to complete the evaluation before you start the exams.

4. Scroll down to the bottom of the course where you can see END OF SEMESTER

EXAMINATION.

5. Click on “End of Semester Exams / Take-Home Examination”

6. Click on “Add Submission” Button

7. Click on “Save Changes” Button

8. Click on “Submit Assignment”

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9. The system will prompt you with the message

“Are you sure you want to submit your work for grading? You will not be able to

make any more changes”

10. Click on “Continue” Button

11. Submit status should read “submitted for grading” That means your submission is

100% complete.

12. You can now close or exit