Question

MKT1102 / Page 1 of 3 DIPLOMA IN BUSINESS PROGRAMME (DIB) DIPLOMA IN FINANCE PROGRAMME (DIF) DIPLOMA IN MARKETING PROGRAMME (DMKT) DIPLOMA IN ENTREPRENEURSHIP PROGRAMME (DENT) DIPLOMA IN E-COMMERCE PROGRAMME (DEC) DIPLOMA IN MASS COMMUNICATION PROGRAMME (DMC) DIPLOMA IN CULINARY ARTS PROGRAMME (DCAN) DIPLOMA IN HOTEL MANAGEMENT PROGRAMME (DHM) MKT1102: FUNDAMENTALS OF MARKETING FINAL EXAMINATION: APRIL 2020 SESSION 24 HOURS Instruction: There are TWO (2) scenarios. Scenario 1 and Scenario 2. Answer ALL questions in BOTH scenarios. Scenario 1: Gong cha Malaysia The recent outbreak of a pandemic disease has left many consumers cash-strapped and short of confidence in Malaysia. Many companies have tried to come out with a winning marketing strategy to overcome the challenges. To do that, many companies have tried to come out with new products, new distribution channels, new pricing strategies and etc in ord to stay competitive. Gong Cha is a tea drink franchise business in Malaysia. Gong Cha serves a total of about fifty-seven different drinks, which can be divided into seven product lines: House specials, Brewed tea, Milk tea, Creative mix, Coffee, Healthy series and Ice smoothies. They also offer drinks in medium and large sizes. The most popular Gong Cha Milk Green Tea contains a lower layer of brewed tea covered by an upper layer of special creamer. Gong Cha also offers tea sets and tea in stores, such as Bi-Luo- Chun Green Tea and Darjeeling Spring Tea. Recently they offer a new type of food in their menu, Mochi Waffles. (Students will need to provide their answers in relation to the given scenario and context) Question 1 (a) Compare and contrast the FIVE (5) Marketing Management Orientations with relevant examples (15 marks) (b) Based on the answer given in Part 1(a), choose ONE (1) out of the five marketing management orientations to cope with the current situation. Provide justifications with relevant examples to your answer. (10 marks) (Total: 25 marks)

Answer 1

Answer to the first question and its all subparts;

a. The well-defined marketing management orientations are as below;

1. Product orientation: In this case, the focus is on the product and the company aims to improve the product quality to the maximum possible level and brings in more product innovation to create the pull in the market.
2. Production orientation: This orientation focuses on the production aspect and tries to minimize the cost through mass production and use it as a competitive advantage in market to sell the products.
3. Selling orientation: The focus is on selling the products through the promotion of the product and the company invests a lot in sales and distribution intrastructure to build the sales volume. Rather than pull more emphasis on push sales.
4. Marketing orientation: This focuses on customer need and accordingly help in creating the product which will have greater pull from the customers and therefore it gives more emphasis on the customer need and tries to create a pull in the market through advertisements of product's feature attribute and benefit.
5. social marketing orientation: This approach is similar to marketing orientation but it also includes the social factors and tries to improve the social condition too while the marketing orientation does not consider the same.

b. As per the current situation, the societal marketing orientation can bring in better results in this case as the food and beverage has got strong relations with the soci0-cultural factors and it would also leverage the marketing orientation which attempts to understand the customer need and accordingly the product is tailored.