Marketing Answers

Identify whether The Sneaker Shack uses the Societal Marketing concept or the
Sustainable Marketing Concept (1 mark). Provide three specific examples to motivate
your answer (3 marks)

There are many social criticisms of marketing because many people think that certain
marketing practices can hurt consumers, other businesses and society as a whole.
Identify one example, relevant to the clothing industry as a whole, of cases where each
of the following social criticisms were justified. (Note: you will need to do some research
to find these. You can find examples for the fashion / clothing industry including shoes
and accessories as a whole and not just for The Sneaker Shack). (5)
i. Excessive mark-ups (1 mark)
ii. Deceptive pricing (1 mark)
iii. Deceptive promotion (1 mark)
iv. Low-quality products (1 mark)
v. Poor service to disadvantaged consumers (1 mark)

Consider the following ad for The Sneaker Shack from their Twitter account. Provide an
example of each of the following elements of the communications process to indicate
the message that The Sneaker Shack is aiming to convey in this advertisement. (Note:
apply each element). (5x1 marks). (5)
i. Sender
ii. Encoding
iii. Message
iv. Media
v. Receiver

The Sneaker Shack makes use of a range of different promotional-mix elements.
Provide a practical example of how The Sneaker Shack is using each element (1x5
marks).

Identify in which phase of the traditional product life cycle The Sneaker Shack is as a
store (brand) (1 mark). Motivate your answer by using the five (5) characteristics of that
phase (5 marks) as well as the five (5) PLC strategies (5 marks) and applying it to The
Sneaker Shack.

Assume you are part of the Sneaker Shacks marketing team. The company wants to
diversify its product and service offering. You suggest that the new product development
process is used. Provide a practical application of each step of this process to come up
with a new product / service that The Sneaker Shack can implement and whether this
idea would be feasible in the market. (This means that you need to provide examples of
what you came up with at each step and not provide any theory in your answer – give a
description of what you would have discussed in your team during each stage – any
reasonable scenarios / assumptions can be made when answering this question.) (10)
i. Idea generation (2 marks)
ii. Concept development and testing (2 marks)
iii. Marketing strategy development (2 marks)
iv. Product development (2 marks)
v. Commercialisation (2 marks)

The cleaning service that The Sneaker Shack offers to its customers has different
characteristics to physical products. Provide any four detailed examples from the case
study or what you have read about The Sneaker Shack showing the unique
characteristics of services (4 x 1 mark).

Read more on studies/ journals that applies econometric methods. Then think of a current
research problem that you wish to apply the field of econometrics. State the objectives and list
down the variables involved in the study.