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EXAMINATION PAPER
Faculty of Business and Law
Trimester 3 2021 Examination
Unit Code:
Unit Name:
Exam Name:
Maximum Word Count:
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MMK101
Marketing Fundamentals
Open book Take Home Online Exam
2,000 words
TWO (2) HOURS
Special instructions for Candidates:
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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
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your unit chair: [email protected] 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.
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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 ———-
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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.
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MMK101 Marketing Fundamentals T3 2021 Final Examination
ANSWER SHEET
Question 1
a) (20 marks)
Please type your response below:
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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:
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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:
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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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