MNM2615 MARKETING IN AFRICA
ASSIGNMENTS 2026 CERTIFICATION
EVALUATION TEST PAPER QUESTIONS
SOLUTIONS GRADED A PLUS
◉ Given exchange definition, what are the requirements that define
the scope of marketing?
Answer: Communication
◉ Marketing's first task
Answer: Discovering consumer needs
◉ The marketing concept
Answer: Before you provide an offering, you have to determine
where there are unmet needs. "Make what's desired".
◉ Marketing's second task
Answer: Satisfying consumer needs with the marketing mix (4 P's).
◉ 4 P's
Answer: The marketing mix:
,= set of decisions marketing managers need to make. This mix is
designed for each target group
1. Product (play place at McD's)
2. Price (values meals and happy meals)
3. Promotion (ads with kids)
4. Place (put in places with lots of young parents)
◉ Original marketing philosophy
Answer: Revolved around the product. "If we build it, they will
come". Known as product-orientation philosophy.
Best for situations where demand exceeds supply.
Based on idea: product will sell itself through either a low price or
high quality.
◉ Sales orientation philosophy
Answer: Sell what is made.
Internally driven (just like the previous product-orientation
philosophy).
, This introduced the concept of communication, ONE-WAY
communication to the customer. "Just sell the damn product"
◉ Marketing orientation philosophy
Characterized by?
Answer: Requires information about the market (potential
customers, trends, competitors) be collected prior to making
decisions that involve the selling process.
Depends on two-way relationship with customer.
Characterized by: customer focus, coordinated marketing effort (all
departments in the firm share in the effort to satisfy customer
needs), and long-term success.
◉ Relationship marketing concept
Why?
Answer: Emphasizes the creation and maintenance of long-term
relationships with all participants (customers, suppliers, retailers)
in the exchange process.
ASSIGNMENTS 2026 CERTIFICATION
EVALUATION TEST PAPER QUESTIONS
SOLUTIONS GRADED A PLUS
◉ Given exchange definition, what are the requirements that define
the scope of marketing?
Answer: Communication
◉ Marketing's first task
Answer: Discovering consumer needs
◉ The marketing concept
Answer: Before you provide an offering, you have to determine
where there are unmet needs. "Make what's desired".
◉ Marketing's second task
Answer: Satisfying consumer needs with the marketing mix (4 P's).
◉ 4 P's
Answer: The marketing mix:
,= set of decisions marketing managers need to make. This mix is
designed for each target group
1. Product (play place at McD's)
2. Price (values meals and happy meals)
3. Promotion (ads with kids)
4. Place (put in places with lots of young parents)
◉ Original marketing philosophy
Answer: Revolved around the product. "If we build it, they will
come". Known as product-orientation philosophy.
Best for situations where demand exceeds supply.
Based on idea: product will sell itself through either a low price or
high quality.
◉ Sales orientation philosophy
Answer: Sell what is made.
Internally driven (just like the previous product-orientation
philosophy).
, This introduced the concept of communication, ONE-WAY
communication to the customer. "Just sell the damn product"
◉ Marketing orientation philosophy
Characterized by?
Answer: Requires information about the market (potential
customers, trends, competitors) be collected prior to making
decisions that involve the selling process.
Depends on two-way relationship with customer.
Characterized by: customer focus, coordinated marketing effort (all
departments in the firm share in the effort to satisfy customer
needs), and long-term success.
◉ Relationship marketing concept
Why?
Answer: Emphasizes the creation and maintenance of long-term
relationships with all participants (customers, suppliers, retailers)
in the exchange process.
