MKTG201 ASESSMENT
.2025/26
Marketing Roots 1. - ANSWERS-Pre-Industrial Revolution: products were customised, one to one
marketing
Focus on Production and Products 2. - ANSWERS-Focus on Production and Products: Production
orientation: Mass production through improvement in products and production activities without much
regard for what is going on the marketplace, customers will go to the producer
Focus on selling 3. - ANSWERS-Sales person needs to push the product, new customers flood the
market.
Advent of the marketing concept 4. - ANSWERS-Gave rise to marketing planning, 4P's Product, Price,
Place and promotion.
Post marketing concept approaches 5. - ANSWERS-Differentiation orientation, market orientation,
relationship orientation, one to one marketing.
Perfect competitors - ANSWERS-When there is a large amount of producers offering similar products,
pricing driven by supply and demand and good market entry and exit.
Difference between monopolistic and perfect differentiation - ANSWERS-Through branding and different
features
,Share of Market - ANSWERS-The competitor's share of the target market
Share of Mind - ANSWERS-the extent to which a brand is well known in its category
Share of heart - ANSWERS-"Name the company from whom you would prefer to buy the product."
Market Leader - ANSWERS-the firm in an industry with the largest market share
market challenger - ANSWERS-a runner-up firm that is fighting hard to increase its market share in an
industry
Market follower - ANSWERS-willing to maintain its share and not rock the boat
Market nicher - ANSWERS-a firm that serves small segments that the other firms in an industry overlook
or ignore
Market Segmentation - ANSWERS-the process of dividing a market into meaningful, relatively similar,
and identifiable segments or groups
Market Segmentation approaches - ANSWERS-geographical, demographic, psychographic, behavioral
Developing customer profiles P1 - ANSWERS-List customer jobs (Rank by importance), functional jobs
(Mow the lawn, eat healthy as a consumer) Social Jobs: Look trendy as a consumer or be perceived as
professional.
List Customer gains and customer pains P2 - ANSWERS-(Anything that annoys your customers, before
during and after trying to get a job done or simply something that prevents them from getting a job
done)
, Customer Gains - ANSWERS-The benefits your customer expects, desires or would be surprised by. This
includes functional utility, social gains, positive emotions, and cost savings.
Essential Benefit - ANSWERS-The fundamental need met by a product.
Core Product - ANSWERS-all the benefits the product will provide for consumers or business customers
Enhanced Product - ANSWERS-Includes additional features, designs and innovations that exceed
expectations
Classification of staple product - ANSWERS-E.G bread
Classification of Impulse Buy - ANSWERS-E.G Chocolate
Classification of Emergency Product - ANSWERS-E.G floor cleaner
Connivence Product - ANSWERS-Bought regularly
Shopping goods - ANSWERS-moderately expensive, infrequently purchased physical goods
Specality goods - ANSWERS-Unique purchase, based on defining characteristic for consumer
Unsought Goods - ANSWERS-Not desired
New Product (New to the world) - ANSWERS-Disruptive Innovation = fundamental change in the market
place
New Product (New to the world) - ANSWERS-Sustaining innovations = Newer, better, faster versions of
existing products
.2025/26
Marketing Roots 1. - ANSWERS-Pre-Industrial Revolution: products were customised, one to one
marketing
Focus on Production and Products 2. - ANSWERS-Focus on Production and Products: Production
orientation: Mass production through improvement in products and production activities without much
regard for what is going on the marketplace, customers will go to the producer
Focus on selling 3. - ANSWERS-Sales person needs to push the product, new customers flood the
market.
Advent of the marketing concept 4. - ANSWERS-Gave rise to marketing planning, 4P's Product, Price,
Place and promotion.
Post marketing concept approaches 5. - ANSWERS-Differentiation orientation, market orientation,
relationship orientation, one to one marketing.
Perfect competitors - ANSWERS-When there is a large amount of producers offering similar products,
pricing driven by supply and demand and good market entry and exit.
Difference between monopolistic and perfect differentiation - ANSWERS-Through branding and different
features
,Share of Market - ANSWERS-The competitor's share of the target market
Share of Mind - ANSWERS-the extent to which a brand is well known in its category
Share of heart - ANSWERS-"Name the company from whom you would prefer to buy the product."
Market Leader - ANSWERS-the firm in an industry with the largest market share
market challenger - ANSWERS-a runner-up firm that is fighting hard to increase its market share in an
industry
Market follower - ANSWERS-willing to maintain its share and not rock the boat
Market nicher - ANSWERS-a firm that serves small segments that the other firms in an industry overlook
or ignore
Market Segmentation - ANSWERS-the process of dividing a market into meaningful, relatively similar,
and identifiable segments or groups
Market Segmentation approaches - ANSWERS-geographical, demographic, psychographic, behavioral
Developing customer profiles P1 - ANSWERS-List customer jobs (Rank by importance), functional jobs
(Mow the lawn, eat healthy as a consumer) Social Jobs: Look trendy as a consumer or be perceived as
professional.
List Customer gains and customer pains P2 - ANSWERS-(Anything that annoys your customers, before
during and after trying to get a job done or simply something that prevents them from getting a job
done)
, Customer Gains - ANSWERS-The benefits your customer expects, desires or would be surprised by. This
includes functional utility, social gains, positive emotions, and cost savings.
Essential Benefit - ANSWERS-The fundamental need met by a product.
Core Product - ANSWERS-all the benefits the product will provide for consumers or business customers
Enhanced Product - ANSWERS-Includes additional features, designs and innovations that exceed
expectations
Classification of staple product - ANSWERS-E.G bread
Classification of Impulse Buy - ANSWERS-E.G Chocolate
Classification of Emergency Product - ANSWERS-E.G floor cleaner
Connivence Product - ANSWERS-Bought regularly
Shopping goods - ANSWERS-moderately expensive, infrequently purchased physical goods
Specality goods - ANSWERS-Unique purchase, based on defining characteristic for consumer
Unsought Goods - ANSWERS-Not desired
New Product (New to the world) - ANSWERS-Disruptive Innovation = fundamental change in the market
place
New Product (New to the world) - ANSWERS-Sustaining innovations = Newer, better, faster versions of
existing products
