COM3701
ASSIGNMENT 1 (SEMESTER 2)
DUE DATE: 14 August 2024
Written Assignment Submission Guidelines:
Please ensure that your assignment is submitted electronically through the myUnisa platform no
later than …August 2024. Kindly note that fax or email submissions will not be accepted.
NB: Assignment submitted to the lecturer(s) through email will not be considered.
QUESTION 1
1.1 What is Marketing Management? (5 Marks)
ANSWER:
Marketing management refers to the process of planning, organizing, implementing, and controlling
marketing activities to achieve organizational goals. It involves understanding the needs and
preferences of the target market, creating value for customers through product offerings, setting
appropriate pricing strategies, promoting the products effectively, and ensuring they are available
in the right places. The ultimate goal of marketing management is to build and maintain
relationships with customers, enhance customer satisfaction, and drive business growth.
1.2 Developing a Marketing Plan for CuppaJoe’s New Ground Coffee Range (15 Marks)
ANSWER:
To successfully launch CuppaJoe’s new range of ground coffees, the following steps can be followed
to develop a comprehensive marketing plan:
1. Market Research:
ASSIGNMENT 1 (SEMESTER 2)
DUE DATE: 14 August 2024
Written Assignment Submission Guidelines:
Please ensure that your assignment is submitted electronically through the myUnisa platform no
later than …August 2024. Kindly note that fax or email submissions will not be accepted.
NB: Assignment submitted to the lecturer(s) through email will not be considered.
QUESTION 1
1.1 What is Marketing Management? (5 Marks)
ANSWER:
Marketing management refers to the process of planning, organizing, implementing, and controlling
marketing activities to achieve organizational goals. It involves understanding the needs and
preferences of the target market, creating value for customers through product offerings, setting
appropriate pricing strategies, promoting the products effectively, and ensuring they are available
in the right places. The ultimate goal of marketing management is to build and maintain
relationships with customers, enhance customer satisfaction, and drive business growth.
1.2 Developing a Marketing Plan for CuppaJoe’s New Ground Coffee Range (15 Marks)
ANSWER:
To successfully launch CuppaJoe’s new range of ground coffees, the following steps can be followed
to develop a comprehensive marketing plan:
1. Market Research:
