,UNIVERSITY EXAMINATION
MAY/JUNE 2024
COM3701
MARKETING COMMUNICATION
70 Marks
3 Hours
Examiners: Mr I Mkhomazi; Miss Langa; Prof Mbatha
External Examiner: Dr van der Walt
This examination paper consists of 5 pages including this page.
You MUST use an invigilator app.
,INSTRUCTIONS: • Scan or enter the QR-code
(62be6bc9). See instruction on page 2.
• This examination question paper consists of three questions. You must
select and answer any two questions.
• Please write the numbers of the questions that you have answered. You
must indicate on the examination answer book. E.g. (Question 2
and Question 3)
• Make sure that you fill in your student number and the code of the paper
(COM3701) on the examination answer book.
• Ensure that you enclose a declaration of own work as stated in
CMNALLE301. Failure to do so, no mark will be awarded.
• Please make sure that you submit a correct file (readable file) on the
examination site
(MyExam)
, SELECT AND ANSWER ANY TWO QUESTIONS
QUESTION 1 [35]
Read the scenario below and answer the questions that follow. Your answers must
include theoretical discussions and practical applications to demonstrate your
understanding.
Digit is a Japanese company that produces smartphones. Digit has extended its sales
operations to South Africa with a goal of making inroads in the local smartphone consumer
market. You are the company’s Executive Marketing Manager, and with your marketing
team, you must decide which marketing perspective Digit should adopt for the South
African market.
1.1. Discuss any three (3) marketing perspectives that Digit could adopt for the South
African market.
1. Market Orientation
Market orientation involves focusing on customer needs and preferences. Digit would
need to conduct in-depth market research to understand the specific needs of South
African consumers and tailor its products and marketing strategies accordingly. For
MAY/JUNE 2024
COM3701
MARKETING COMMUNICATION
70 Marks
3 Hours
Examiners: Mr I Mkhomazi; Miss Langa; Prof Mbatha
External Examiner: Dr van der Walt
This examination paper consists of 5 pages including this page.
You MUST use an invigilator app.
,INSTRUCTIONS: • Scan or enter the QR-code
(62be6bc9). See instruction on page 2.
• This examination question paper consists of three questions. You must
select and answer any two questions.
• Please write the numbers of the questions that you have answered. You
must indicate on the examination answer book. E.g. (Question 2
and Question 3)
• Make sure that you fill in your student number and the code of the paper
(COM3701) on the examination answer book.
• Ensure that you enclose a declaration of own work as stated in
CMNALLE301. Failure to do so, no mark will be awarded.
• Please make sure that you submit a correct file (readable file) on the
examination site
(MyExam)
, SELECT AND ANSWER ANY TWO QUESTIONS
QUESTION 1 [35]
Read the scenario below and answer the questions that follow. Your answers must
include theoretical discussions and practical applications to demonstrate your
understanding.
Digit is a Japanese company that produces smartphones. Digit has extended its sales
operations to South Africa with a goal of making inroads in the local smartphone consumer
market. You are the company’s Executive Marketing Manager, and with your marketing
team, you must decide which marketing perspective Digit should adopt for the South
African market.
1.1. Discuss any three (3) marketing perspectives that Digit could adopt for the South
African market.
1. Market Orientation
Market orientation involves focusing on customer needs and preferences. Digit would
need to conduct in-depth market research to understand the specific needs of South
African consumers and tailor its products and marketing strategies accordingly. For
