EXAMINATION PAPER Faculty of Business and Law Trimester 3 2021 Examination Unit Code: Unit Name: Exam Name: Maximum Word Count: Anticipated writing time: MMK101 Marketing Fundamentals Open book Take Home Online Exam 2,000 words TWO (2) HOURS Special instructions for Candidates: • • • • • • • • • • • • This examination is OPEN BOOK. This examination is open for 24 HOURS. Within this period, you can select when you complete the exam. This examination constitutes 40% of your assessment in this unit. This examination comprises 3 questions with multiple parts. You are required to answer ALL parts of all three questions. Save your exam response on your computer using the file name: student ID, unit code and the unit’s name, for example: 216123123_MMK101_Marketing You must type your responses in the answer sheet Word document provided and upload the .docx to the Exam Submission Dropbox on the CloudDeakin unit site. Late submissions will not be marked. Remember to save your work regularly. It is important that you complete this task individually. Your submission will be reviewed for the purposes of detecting collusion and/or plagiarism. If you encounter any technical issues with CloudDeakin, please contact the IT Service Desk online or via phone (1800 463 888; +61 5227 8888 if calling from outside Australia) and record your ticket number as evidence of technical issues during the examination period. In the unlikely event that you cannot upload your completed exam paper, email it as an attachment to your unit chair: mehdi.taghian@deakin.edu.au within the submission time. The breakdown of marks in this exam is: Question Marks 1 35 2 21 3 24 80 Total Available Marks = 40 All candidates MUST complete this section Type your student ID number here: _________________________________ MMK101: Marketing Fundamentals T3 2021 EXAMINATION MMK101: Marketing Fundamentals T3 2021 EXAMINATION Case Study PROMOTING UNHEALTHY FOOD TO CHILDREN Adapted from: Pearson 2019, PROMOTING UNHEALTHY FOOD TO CHILDREN, Pearson, retrieved 17 November, < https://blogs.pearson.com.au/highered/mymarketinglab/promoting-unhealthy-foods-to-children> Background The issue of promoting unhealthy foods, especially to children, is rarely out of the news. Health and consumer advocates, both locally and globally, are increasingly concerned about childhood obesity and the role of unhealthy foods (foods that are high in salt, sugar or saturated fats). These lobby groups continue to work tirelessly to ensure that the issue remains on the public agenda. Evidence, collected over more than forty years, shows that children’s exposure to advertising influences their food choices. Excessive consumption of unhealthy foods has been identified as a key risk factor in certain types of cancer, high blood pressure and Type 2 diabetes. Children, who develop poor food consumption practices are at risk of carrying those patterns into their adult lives. Globally, the World Health Organization (WHO) has released a set of recommendations designed to protect children against the impact of the marketing of unhealthy foods. Locally, the Australian Communications and Media Authority (ACMA), asked the food industry to identify ways that it could address the problem. In response the food industry introduced the Responsible Children's Marketing Initiative. (RCMI) and the Quick Service Restaurant Initiative for Responsible Advertising and Marketing to Children (QSRI), both voluntary codes. Other local organisations, including the Cancer Council of Australia have developed policy positions on advertising foodstuffs to children. In spite of these initiatives, independent, Australian research studies report no real reduction in the extent of advertising of unhealthy foods. The effectiveness of any marketing communications, whether aimed at children or adults, depends on two variables: market coverage and creative impact. Coverage refers to the choice of media, its reach and frequency while impact refers to power of the message to capture the hearts and minds of the target audience. Traditionally, television advertising has been seen as the medium that delivers audience coverage in the most cost-efficient manner. Health and consumer advocates have focused much of their attention on the role of TV advertising. They are pressing policy makers to implement a total, mandatory ban on junk food advertising during children’s peak TV viewing times (e.g. after school). Yet, TV advertising is only part of the problem. Page 2 of 4 MMK101: Marketing Fundamentals T3 2021 EXAMINATION Research studies suggest that the promotion of unhealthy foods is pervasive, occurring across a wide range of media options and promotion tools. Children can be exposed to food marketing through competitions, give-aways and vouchers included in food packaging, kids’ magazines, billboards, point-of-sale promotions, sponsorship- especially sports sponsorship, online promotions, and interactive games. The vast majority of this advertising is for fast food, sugary drinks, salty snacks, confectionery, ice-cream and sweetened cereals. A study carried out by the Cancer Council of NSW earlier this year investigated school students’ exposure to different types of advertising. Specifically, the researchers examined advertising on the main public transport hubs and also looked at the type of advertising appearing on buses on designated school routes. The study found that 82 percent of food advertising on buses and train stations were for junk foods. On school bus routes, a total of 72 percent of food advertising was for unhealthy foods. In contrast, less than 12 percent of food ads were for healthy food options. The study concluded that children, using public transport were exposed to an average of 4.5 junk food ads per trip whereas they were exposed to just two ads for junk food if they walked to school. These types of findings have been described as “extremely concerning”. They not only force the public to question the effectiveness of the current self-regulatory advertising environment, but also provide health and consumer advocacy groups with the facility needed to put greater pressure on governments to implement appropriate action. ------------------------------------------------------------------------------------------------------------------------ ANSWER ALL QUESTIONS ON THE ANSWER SHEET PROVIDED Responses must be in the context of the case study and your understanding of marketing theory, concepts, framework, and processes. Part 1: Marketing Communication (20+15=35 Marks) Question 1. The main issue raised in the case is persistent promotion of unhealthy foods to children. a. Identify and explain the major advertising decisions that marketing managers need to make when developing a healthy eating campaign for children. b. Define the five promotion mix tools for communicating customer value. (20+15=35 Marks) Page 3 of 4 MMK101: Marketing Fundamentals T3 2021 EXAMINATION Part 2: Demarketing (6+15=21 Marks) Question 2. In order to lessen the excessive consumption of unhealthy foods by children, the public health officials are considering implementing a demarketing campaign. a. Define de-marketing and provide one (1) example of a public health campaign related to healthy eating. b. Explain three (3) changes taking place in the marketing communication environment, that the public health officials must consider given the target market referred to in the case (6+15=21 Marks) Part 3 Social Marketing (4+20=24 Marks) Question 3. To address the childhood obesity problem related to the consumption of unhealthy foods there is a need for fast-food companies to develop a marketing program to respond to this public health issue. One way to address this issue is to adopt and implement a social marketing strategy. a. Briefly explain social marketing. b. Develop a social marketing campaign using the marketing mix (4Ps) for a fast-food company of your choice in responding to the public health officials. The focus of the social marketing campaign is promoting healthy eating amongst children and their families. (4+20=24 Marks) ---------- END OF EXAMINATION PAPER ---------- Page 4 of 4 MMK101 Marketing Fundamentals T3 2021 Final Examination ANSWER SHEET The MAXIMUM word limit for the exam is 2,000 words. Please include your final word count at the end of the paper. All candidates MUST complete all questions On completion of the exam, please upload this answer sheet document to the Exam submission drop box on the CloudDeakin Unit site. Type your student ID number here: _______________________ Question responses begin on next page. Page 1 of 7 MMK101 Marketing Fundamentals T3 2021 Final Examination ANSWER SHEET Question 1 a) (20 marks) Please type your response below: Page 2 of 7 MMK101 Marketing Fundamentals T3 2021 Final Examination ANSWER SHEET Question 1 b) (15 marks) Please type your response below: Page 3 of 7 MMK101 Marketing Fundamentals T3 2021 Final Examination ANSWER SHEET Question 2 a) (6 marks) Please type your response below: Question 2 b) (15 marks) Please type your response below: Page 4 of 7 MMK101 Marketing Fundamentals T3 2021 Final Examination ANSWER SHEET Page 5 of 7 MMK101 Marketing Fundamentals T3 2021 Final Examination ANSWER SHEET Question 3 a) (4 marks) Please type your response below: Question 3 b) (20 marks) Please type your response below: Page 6 of 7 MMK101 Marketing Fundamentals T3 2021 Final Examination ANSWER SHEET Word Count: Please enter your total word count: _______________ ----------End of examination---------Page 7 of 7 
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