115726 Marketing Assessment Questions 2026 | Massey University NZ

115726 Marketing Assessment

Learning outcomes

1. Apply theoretical and practical perspectives in strategic marketing management.
2. Evaluate the tools used by a marketing manager for key marketing decisions in specific contexts.
3. Work effectively in teams to critically analyse and solve marketing problems.

Learning outcomes can change before the start of the semester you are studying the course in.

Assessment Questions: 

Question 1

What buyer characteristics (cultural, social, personal, psychological) do you think influence the consumer behaviour of people who purchase products from Offcut? Choose TWO from among the four sets of characteristics (cultural, social, personal, psychological) and justify your choice.
In your answer, you can choose a sub-characteristic within a larger characteristic category; for example, you could discuss "social class" under "Cultural." However, if you discuss two sub- characteristics, make sure that they come from two overall categories such as "Cultural" and "Social" (ie., don't just choose two sub-characteristics from "Cultural"). (Worth 5 marks)

1- Personal

Consumers who purchase products from Offcut are influenced by personal characteristics. A big point of difference for Offcut is that they have a strong environmental focus. Consumers may be influenced by their personal lifestyle or mindset to be environmentally aware of products that they purchase. Another point of difference for Offcut is that many of their products are one offs. Consumers are able to flaunt their personality while knowing that their hat design may be a one off and this lets them stand out from the crowd

2- Psychological

Consumers who have a belief or a motivation to make more environmentally friendly purchases can rest assured that their purchase from Offcut is not only saving fabric that would have otherwise gone to landfill, but their packaging is also biodegradable. Offcut's stance on the way that manufacturers treat their staff, also appeals to consumers who have strong human rights feelings.

Question 2

This is a two-part question: As a new company in 2015, Offcut needed to decide which and how many market segments to target for its products. Market targeting can be carried out at different levels:

• undifferentiated marketing (or mass marketing)
• differentiated marketing (or segmented marketing)
• concentrated marketing (or niche marketing)

and micromarketing (which includes local marketing and individual marketing).

Part A: Explain why undifferentiated (mass) marketing does not suit Offcut's market-targeting strategy for its products. (Worth 5 marks)
Part B: Of the OTHER three possible market-targeting strategies-differentiated marketing, concentrated marketing, and micromarketing-choose and explain how Offcut has used ONE of those market-targeting strategies. (Worth 5 marks)

A- Undifferentiated (mass) marketing does not suit Offcuts market-targeting strategy due to the fact that this method of marketing is more for targeting something that is a common need for consumers, as oppose to something different, or to a specific need. Offcut is definitely a company that focuses on a specific niche and is a point of difference. Offcut focuses on producing hats made from 'saved' fabric - that is, fabric that would have otherwise gone to landfill. Their products are targeted more to consumers who care about the environment and who actively make choices to minimise environmental waste. Hats are not a common need for people, and although more and more focus and interest is placed on being environmentally aware of our actions, this does come at an extra cost. For example there would be a price difference of an Offcut hat compared to a mass produced hat. Therefore due to the fact that not everybody can afford the difference, as well as that not everybody may worry about the environment when making purchasing decisions, this product also is not a common need or want. Therefore undifferentiated (mass) marketing would not be appropriate or very effective for Offcut.

B-Offcut has used concentrated marketing. Through this process of marketing, Offcut has been able to market its products effectively and efÏciently. It is effective due to being able to detail its products to its target market. One example of this has been to introduce biodegradable shipping satchels. Offcut is a company that already is focused on being environmentally friendly. It's decision to reduce its carbon footprint through its packaging has just reiterated this statement. Offcut has been able to fine tune the delivery aspect of the company to meet the needs of its consumers. It is eficient by ensuring that every aspect of the business is better targeted toward the consumer by actively making changes to encompass the idea of helping to save the planet. For example, planting one tree with every product sold.

Question 3

In today's marketing environment, many companies are increasingly called to take responsibility for the social and environmental impact of their actions. Offcut's business model is heavily based on its social and environmental mission.

Looking at the Offcut case description, what are TWO specific ways in which Offcut practices sustainable marketing as a company? (Worth 5 marks)

1- As a company, Offcut has a very big focus on the environment, with both co-owners having had careers in this line of work. One way that Offcut practices sustainable marketing is by using only fabric that would have otherwise been taken to the landfill. They not only minimise landfill waste, but also 'recycle' the fabric into hats for consumers. Consumers can purchase hats while knowing that not only are they helping to reduce landfill, but that with every product they purchase, Offcut are planting a tree.
2- Offcut have made the move to use biodegradable shipping satchels to deliver its products. This shows consumers that Offcut really do care about taking responsibility for their actions on the environment. This means that consumers can also do their part for the environment by composting their shipping bags after they receive their product, making consumers feel more positive.

All of these methods of sustainability really show consumers that the company takes an active interest and reduction in environmental waste and encourages its consumers to do the same.

Question 4

Our textbook discusses how product planners need to think about products and services on three levels: the core customer value, actual product, and augmented product. Each level adds more customer value. When bundled together, the three levels help satisfy consumers' needs.

Using the information from the Offcut case description, discuss ONE specific example of EACH of the three levels of product that add customer value to Offcut's market offerings.

Please Note: You are not being asked to provide a definition of each of the three levels of product. Your understanding of each level should be evident in the examples that you discuss. (Worth 10 marks)

Core customer value - In terms of Offcut, the question of 'what is the customer really buying?' is not just a hat. Its more than that. Its the freedom to wear their personality and stand out from the crowd. The customer can buy a hat - and with it know that there is a story behind it. Much of Offcuts products are one-offs. The customer can feel a sense of independence from knowing that the style not only incorporates their personality but also is a one of a kind.

Actual product - One example when focusing on the actual product, is shipping. Offcut have decided to invest in a more sustainable method of shipping, sending their products in biodegradable satchels, while also making the satchels smaller than normal shipping packages, in order to save more room in delivery trucks and vans.

Augmented product - An example for Offcut is the fact that for every product purchased, a tree is planted. The consumer is not only getŸng the product that they purchased but they are also helping to plant a tree.

Question 5 Question

This is a two-part question: As our course textbook points out, marketing has the main responsibility for achieving profitable growth for a company. Marketing must identify, evaluate, and select market opportunities and lay down strategies for capturing them. To this end, there are four (4) strategies for growth (market penetration, market development, product development, and diversification) that companies can undertake.

Part A: Before deciding on any future strategies for growth, Offcut must carry out marketing research by collecting primary and secondary data on different market segments' atÝtudes toward hats made from fabric offcuts. What is ONE difference between primary and secondary data? (Worth 5 marks)

Part B: Discuss ONE strategy for growth that Offcut has already undertaken OR says that it will undertake in future from among the four (4) possible growth strategies: market penetration, market development, product development, and diversification. Use specific example(s) from the Offcut case in your answer. (Worth 5 marks)

A-One difference between primary and secondary data is that secondary data is already available and already exists. Secondary data may not be applicable or have all of the data in it that Offcut would need, so they then collect primary data, which is all focused on the information they need to collect.