Marketing of Agricultural Products: AGE 121, Supplementary Examinations November 2024
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Date
2024-11
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University of Fort Hare
Abstract
This supplementary examination paper for AGE 121, "Marketing of Agricultural Products," is a 3-hour assessment worth 100 marks. Students are required to answer all questions, which cover various aspects of consumer behavior, marketing strategies, and planning within the agricultural sector.
Question 1 (40 marks) consists of multiple-choice questions testing foundational knowledge in marketing. Topics include consumer behavior and decision processes (stages and information sources), different buying situations (new task, re-buy), customer judgment factors, market segmentation, target market selection, marketing mix elements (product, price, place, promotion), product life cycle stages, pricing strategies, market research types, and the importance of an outward focus in marketing planning. It also touches on organizational structures that discourage cross-functional collaboration and the purpose of an executive summary in a marketing plan.
Question 2 (15 marks) focuses on market research. It requires a discussion of the importance of market research for agricultural businesses, the six steps in the market research process, and the distinction between primary and secondary data.
Question 3 (15 marks) delves into marketing strategies. It asks students to elaborate on the concepts of market targeting and positioning, and to discuss the "product" element of the marketing mix in the context of agricultural products, including its classification and types of products.
Question 4 (15 marks) covers branding and product development. It requires a discussion of the importance of branding for agricultural products and the steps in the new product development process.
Finally, Question 5 (15 marks) explores the promotional mix. It asks for an explanation of the five tools of the promotional mix and their application in agricultural marketing. The examination aims to comprehensively assess students' understanding of marketing principles and their specific application to agricultural products.
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Marketing of Agricultural Products: AGE 121, Supplementary Examinations November 2024