Overview
FINAL ASSESSMENT
MKTG 1050 BUYER BEHAVIOUR INSTRUCTIONS Student Name: ID Number: Your Tutorial Lecturer’s Name: Total word count of your answers without references: OFFICE USE ONLY Assessment format: Read the case study below and answer the questions as follows. PART A: answer all six questions (3 marks each = 18 marks) PART B: answer any three out of the four questions. (4 marks each = 12 marks) Assessment marks: This assessment contributes 30% to the total grade. Assessment mode: Take home, open book. There will be no invigilation. The student may take their time to draft and develop their answers. Assessment paper release date and time: 11:59 PM, 27 May 2024 Assessment answer submission due date and time: 11:59 PM, 10 June 2024 Word limit: Maximum 2000 words in total (excluding references). Assessment answer Format: Use the answer sheet uploaded. Typed in Word file, Arial, 11 font size, 1.5 spacing. Submission: Save it as a pdf and upload it on the Canvas submission link
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RMIT MKTG 1050 Take-Home Final Assessment Sem 1, 2024 (MELB) CASE STUDY QUESTIONS PART A: ANSWER ALL QUESTIONS IN PART A. PART A IS WORTH 18 MARKS. QUESTION A1 Study the consumer research assignment you completed as a group. After reading it, paraphrase the themes you developed in your research. You are not required to link this question to the case study. (3 marks) Populate your answer here... QUESTION A2 Consider the seven factors influencing nonverbal communication you learned in class. Explain how three of the seven factors could effectively be used by Tesla. (3 marks) Populate your answer here... QUESTION A3 Identify a potentially valuable market segment for Tesla electric vehicles in Australia and briefly describe its profile. Using stimulus factors you learned in class, develop an ad for this segment (e.g., positioning statements, copy points, visuals etc) and defend your decisions. (3 marks) Populate your answer here... QUESTION A4 Consider the three types of reference group influences you learned in your course. Explain how reference group influences could be used by Tesla in their marking. (3 marks) Populate your answer here... QUESTION A5 Your text discusses possessions and the extended self. Explain how Tesla could incorporate the concept of self to encourage sales of its products. (3 marks) Populate your answer here...
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RMIT MKTG 1050 Take-Home Final Assessment Sem 1, 2024 (MELB) QUESTION A6 Describe how marketers can utilise the attitude change strategies to change consumers’ attitudes toward buying electric cars in Australia. (3 marks) Populate your answer here... PART B: ANSWER ONLY 3 QUESTIONS IN PART B. PART B IS WORTH 12 MARKS. QUESTION B1 Review your course materials on situational influences. Discuss how selected situational influences could effectively be used by marketers of electric cars. (4 marks) Populate your answer here... QUESTION B2 The post-purchases process is the last stage of the consumer decision-making process. Explain the possible post purchase processes of a hypothetical consumer who belongs to the baby boomer generation in Melbourne, who recently bought a Tesla. (4 marks). Populate your answer here... QUESTION B3 The global management consultancy McKinsey has recruited you. For the first project, your manager called you and said: “We want you to come up with a solution to an issue Tesla has been facing in Australia recently . There are several media headlines that pose potential harm to Tesla's reputation. Just to mention a few, ‘Tesla Model 3 electric car under investigation in Australia for possible compliance breach’ (Drive), ‘Major recall underway for Tesla Model 3, Model Y vehicles over software issue’ (News), ‘Former Tesla Motors Australia director sentenced for insider trading’ (ASIC), ‘Tesla pays penalties for alleged breach of button battery safety standards’ (ACCC). As you know, Tesla is the number one EV in Australia. We've contracted with Tesla to provide actionable marketing ideas to protect their image and address this marketing challenge. What actions should Tesla take? Could you send me your ideas in about 250 words to me? I give you two weeks”. Respond to your manager. (4 marks) Populate your answer here...
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RMIT MKTG 1050 Take-Home Final Assessment Sem 1, 2024 (MELB) QUESTION B4 You've been hired to consult on marketing for Nissan. Despite receiving styling and tech updates over its lifetime, the Nissan Leaf, one of Australia's first electric cars launched over a decade ago, doesn't rank in the top 10 electric cars in the country. Recently your manager called you and said “We've been doing marketing for quite a while, but when we compare ourselves to our competitors, like Tesla, it's clear they're succeeding with a completely different approach. Shouldn't we consider adopting the Tesla way of marketing? Do you think our approach is outdated? You’ve completed the ‘Consumer Behaviour’ course, right? Didn’t they teach you how to think outside the box? Could you come up with some ideas for the next meeting? Also send me an approximately 250-word long summary of your ideas, okay”. Respond to your manager. (4 marks). Populate your answer here...
Learning outcomes: 1, 2
The Task: You are required to complete a take-home open-book individual assessment at the end of the semester. The final assessment provides you with an opportunity to reflect upon the work covered and gauge your understanding of Buyer Behaviour theory and application covered during the semester. The assessment is based on a case study with essay/ short answer/ MCQ questions. Details of the exact format will be provided later in the semester. Your assessment will be different from previous years’ assessments, thus your best preparation for this assessment is to ensure you fully understand the content and application covered during the semester.