MKTG 71-600 marketing fundamental

FINAL-SEMESTER ASSESSMENT

Question 1

Please click on the following link that will take you to Kellogg’s Adult foods available here in Australia:

https://www.kelloggs.com.au/en_AU/food.html

Please create a clearly labelled table depicting their product mix. If a brand in the link above is unfamiliar to you, you can click on that brand to read more about it.

[10 marks]

Question 2

An independent research firm surveys University students regarding their perceptions of the quality of the educational experience they received from their university. I am very pleased to announce (and many of you probably knew this) that Bond University consistently receives the highest overall rating compared to other Australian universities. I have not seen the survey used by the independent research firm, but what issues should be covered in that survey to assess their overall perceptions of the quality of their educational experience? 

[10 marks]

Question 3

Producers of “fast moving consumer goods” (FMCGs) like cereals and snack foods traditionally relied on retail or wholesale channels of distribution. However, there is an emerging trend to increase the emphasis on direct channels. What is motivating this emerging trend? Please share an example of how a firm is practicing this approach.

[20 marks]

Question 4

Discuss interpersonal communication and mass communication and how they are different from each other. Which does Apple use? Please be specific.

[20 marks]

Question 5

In no more than 500 words, write a Marketing Plan for introducing a new ‘Masters in Marketing’ program here at Bond University. You are allowed to make-up any assumptions necessary.