HI5004 Marketing Management T3 2021: Qantas and Consumer Decisions

This assignment provides a comprehensive analysis of marketing management principles, focusing on consumer behavior and advertising effectiveness. It begins by examining Qantas Airways' marketing strategies, identifying their target audience, and evaluating the effectiveness of their advertising campaigns. The assignment delves into the consumer decision-making process, using a recent purchase as a case study to illustrate various stages and motivations. It also explores strategic considerations for a car company shifting to direct sales and compares different marketing channels for a national airline. Finally, it discusses the future of shopping, emphasizing personalized virtual experiences and the role of data analytics. The solutions provided offer detailed explanations and insights into each topic, supported by relevant references.

HI5004
MARKETING MANAGEMENT
FINAL ASSESSMENT
TRIMESTER 3, 2021
Assessment Weight: 50 total marks
Instructions:
 All questions must be answered by using the answer boxes provided in this paper.
 Completed answers must be submitted to Blackboard by the published due date
and time.
Please ensure you follow the submission instructions at the end of this paper.
Purpose:
This assessment consists of six (6) questions and is designed to assess your level of
knowledge of the key topics covered in this unit. if you consult any external resources, be
sure to cite correctly and list as references at the end of each question, using Holmes
adapted-Harvard style.
HI5004 Final Assessment T3 2021

Question 1 (11 marks)
Watch the video below and answer the following questions based on our studies in Marketing
Management:
https://www.youtube.com/watch?v=Mg85u6ct_K0&ab_channel=Qantas
- Who is the target audience of Qantas in this video? (2 marks)
- Explain how the advert communicates to the target audience (4 marks)
- To what extent are the key messages communicated effectively? (5 marks)
You must use the information provided in the video as well as the content of Lecture 5.
Answer in about 500 words.
ANSWER: ** Answer box will enlarge as you type
Who is the target audience of Qantas
Qantas Airways limited is the flag carrier of Australia and the largest airlines following the multilevel
marketing campaign in order to reaching to covering all the customers. The respective organisation is
adopting the model of STP for the purpose of selecting target customers but the management is giving the
priority to the below mentioned ones:
The employees of company are working for several locations and at different timings. It state that the
company is targeting their customers who want to fly within different countries as per their convenience
timing (An and et. al., 2021).
 The target customers of Qantas Airways is including the passenger of any age, any gender and
socio-economic class.
All the marketing campaigns performed by the company are depend on the reputation of Flying Kangaroo
and the Australia Sky which is the collection of stars and each star is presenting the employee of Qantas.
Explain how the advert communicates to the target audience
Advert has its effective role in communicating with the target audience of the organisation as it helps
the business organisation in identifying and reaching to the target customers of the organisation and
selling them goods and services by establishing the effective and positive relation with the customers.
Advert help the Qantas Airways in building an emotional connection with the customers by defining why
the customer should select the goods and services of the particular company as value addition in services
help the Qantas to retain the customers and increasing profitability for long term.
Through the process of communication, the management communicate with the customers for the
purpose of creating the values around the airways services provided by the Qantas Airways. It also
ensures the employee engagement in communicating with the target customers. Qantas Airways is doing
advertising in several countries as their target customers are from different countries.
Qantas Airways is using various tools and techniques for the purpose of making marketing automation.
HI5004 Final Assessment T3 2021

To what extent are the key messages communicated
effectively?
Qantas Airways is using several of ways in doing advertising and communicating the messages
effectively to the customers. Majorly, the organisation is focusing on doing the marketing and advertising
by the use of social media platforms as it has been analysed that in the modern world, people are mostly
spending time on the social media (Arrigo and et. al., 2021)
. By the use of social media platform including Instagram, Facebook and Twitter
HI5004 Final Assessment T3 2021

Question 2 (11 marks)
Consider a recent relatively major purchase you have made (e.g. a durable good or luxury item),
state what it was and then anwer the following:
- What was your motive for purchasing the product? (1 mark)
- Why did you choose that particular brand? (4 marks)
- To what extent is your decision process explained by the Consumer Decision-making
Process? Justify any deviations? (6 marks)
Answer in about 500 words
ANSWER:
1. For buying the products it will set suitable motive that will relates to those who will
have an impact and reasons that induce a purchaser to select a certain goods in preference
to another goods. They involves the physical influences to another goods. It will induce
the courses of the physical attractions of the goods in relation to their design, shape,
dimension, size, colour, package, performance, price and so on. It involves first
motivation is convincing of their potential consumers that they will not just want their
goods but that they want it (Dunakhe and Panse, 2021)
.
2. It will involves customer tends to select the brands that shows their orientated status in
which some consumer will select Qantas as it is not more elite that have an effective
goodwill and as well as potential reputation than their challengers. As customer will like
to follows the favour of their brand due to their objective factors like products quality or
cost. It involves insights from psychology that will advices that sections and determines
that might have an effective impact that their brand will select. As it also involves 7
suitable course of the reasons that why individuals will buy the respective brand that are
as follows -
1. Brand provide peace of mind – Customer need comfort, happiness and as well as
satisfaction in their lives and they get in part by the goods that they buy. If the brand they
use continuously deliver an effective experience, customer form a thought that the brand
is trustworthy that provide them peace of mind at the time of buying.
HI5004 Final Assessment T3 2021

2. Brand save decision making time – By selecting an effective brand it will
support the consumers in decreasing the barriers and make it easy to ascertain that what
they are looking for in their future.
Brand develop differences – In the manner of branding it will refers to an instant with
lower term of thought that what makes your product different and more desirable as
compare with any other goods (Kozlenkova and et. al., 2021).
The consumer decision making procedure include five fundamental steps. It is the
procedure through which customer evaluates making a buying decision. The 5 sections
involves such as problem recognition, information search, alternatives evaluation,
purchase decision and post - purchase evaluation
1. problem recognition – The primary section of the customer decision making is
termed as the procedure of recognition the requirement of the services and facilities.
2. Information search – By researching the source of information it will help
consumer in supporting their knowledge.
3. Alternatives evaluation – It refers to any other option in the business with suitable
market place.
4. Purchase decision – It need to evaluate effective purchase decision
5. Post purchase decision -
HI5004 Final Assessment T3 2021

Question 3 (7 marks)
You are the Brand Manager of a car company, which is currently reliant on various dealers to sell
the new cars. Consumer opinion appears to be turning away from car dealers, who are generally
mistrusted. You intend to consider setting up a ‘direct sales’ operation. What considerations
should you take into account in that strategic decision?
Answer in less than 250 words
ANSWER:
As the brand manager it is very important for me to take the strategic decision which is useful for
the company. It is essential for the business organisations to gain trust in the minds of the
customers. The company should make sure that the dealers in which they are trusting is giving
the best quality of products which are very durable fro the consumers. As the dealers can chart
on the various aspects and they are been mistrusted by the consumers. It is very important for
the company to adopt the different stratagems which can include the direct selling of the cars to
the customers. it is important to take certain strategic aspects while considering the direct selling
which will include the promotion of the product and through which channel it would be reach to
the customers. it is very essential to promote the brand for the organisation in order to attract
customers. The another thing which would be taken into consideration is the the aspect of the
promotion of the product (Kumar and et. al., 2021)
. The dire4ct selling includes the the various asp3ect which consider that whether the company
will promote its services and product on which channel. This is the most important and also it
includes the cost budget for the business organisation to make a strategic decision for they
selling of the product. It is important for the brand manager to includes all the aspect before
selling any product to its customers and know its customer well.
Question 4 (7 marks)
As the marketing manager for a national airline, compare the strengths and weaknesses of the
following channels: travel agent, direct via a call centre and classified adverts; and the Internet?
You are required to use the Lecture content provided in weeks 11 and 12
Answer in less than 250 words
ANSWER:
HI5004 Final Assessment T3 2021

Travel agent- This is the agent in which the person in involve in between and helps the customer
in making a right plan of the traversing.
STRENGTHS- this is considered the most convenient channel for the national airline where the
booking and the reservations in done through the agent.
Weakness-- in some cases the people do not prefer to involve the agent in between because of
the trust issues.
Direct- This is the channel where the business organisation directly promotes the organisation
and its products and services.
Strength- this includes the direct impact on the minds of the customer and there is less cost and
time involved in the direct promotion.
Weakness- this has the weakness where the direct marketing can be not sufficient for attracting
the customers.
Internet- this is the another channel of the marketing which includes they use of the internet and
the social media. This is the medium in which the marketer involves the various aspect of the
promotion of the services of the business organisation (Lempert and et. al., 2021)
.
Strength- this is the most strategic strength to attract customer via the internet sources.
Weakness- this requires a lot of research and the strategic content in order to attract customer
and make the brand image of the business organisation.
The various channel are the most useful for the business organisation. It is very important for the
company to know the best channel for its company. The channel which is best is the classified
adverts which includes the advertisement on the news paper and the television which is an
effective for the business organisation.
Question 5 (7 marks)
Use the information provided in the video below and apply your appreciation of Marketing
Management to the future of shopping.
https://www.youtube.com/watch?v=ad-GuV6YIMI&ab_channel=TheEconomist
You are required to incorporate the Lecture content provided in week 4
Answer in less than 250 words
ANSWER:
The future of shopping depends on professionals who create an personalised, engaging virtual
shopping experiences for consumers. The latest digital technologies and tools like data analytics,
machine learning helps in meeting demands and trends of today online shopper. The online
stores recommend the products based on customers interest, style, choices and preferences
using data. The future of online shopping relies on capturing patterns of shopping behaviour
which allows brand for creating an strategic pricing, advertising, and cross promotions on both
individual basis (Mende and et. al., 2021). In market research analysis the professionals are
trained by use of variety tools to process customer data and uncovering insights. The data is also
HI5004 Final Assessment T3 2021

used by analysts to conduct product research, identification of which items needs to sell and how
much customers are willing to pay. The analysts needs strategic thinking, computer proficiency
and decision making skills. He e-commerce shopping experience is more personal, accessible and
data-driven.
Question 6 (7 marks)
With Products, Is It Form or Function?
Some marketers believe that product performance (function) is the main attribute of a product.
Other marketers maintain that the look, feel, and other design elements (form) of products are
what really sway the customer’s decision.
Take a position on the ‘form vs function’ debate, i.e. How would you argue that Product
Performance is the key to brand success OR how would you argure that Product Aesthetics are
the key to brand success.
You are required to combine your discussion with the Lecture content provided in week 7.
Answer in less than 250 words
ANSWER:
According to my opinion it always depends on the type of product whether it is functional
product or showcase product. For the business sustainability and design the functionality is key
which is an important to attract customer attention. The product performance is defined as
response of product to external actions in working environment whereas product aesthetics is
about how the product is perceived. The product aesthetics is important as it is an first thing that
is noticed off by anyone in shelf of retail store on website which attracts the people attention.
Likewise product feature is also an important, if there is lack of any element which defines
product than it is of no use. Henceforth, both design and feature needs together to build
successful brand. The analysis of functionality and performance is important over aesthetics by
taking an example of Apple vs Dell as laptop manufacture. It is been said that Apple produces
good looking Mac book while Dell do not it makes average looking laptops. It can be seen that
each has their own features and operating system. The Apple gets limited functionality and user
experience in comparison to Dell. Thus, product function is key to brand success over product
form and it is always important to analyse the perceived customer value for the product.
HI5004 Final Assessment T3 2021

References
An, S. and et. al., 2021. Virtual travel experience and destination marketing: effects of sense and
information quality on flow and visit intention. Journal of Destination Marketing &
Management. 19. p.100492.
Arrigo, E. and et. al., 2021. Social Media Data and Users' Preferences: A Statistical Analysis to
Support Marketing Communication. Big Data Research. 24. p.100189.
Dunakhe, K. and Panse, C., 2021. Impact of digital marketing–a bibliometric review. International
Journal of Innovation Science.
Kozlenkova, I.V. and et. al., 2021. Sharing economy: International marketing strategies. Journal of
International Business Studies. 52(8). pp.1445-1473.
Kumar, V. and et. al., 2021. Influence of new-age technologies on marketing: A research
agenda. Journal of Business Research. 125. pp.864-877.
Lempert, L.K. and et. al., 2021. FDA’s reduced exposure marketing order for IQOS: why it is not a
reliable global model. Tobacco Control.
Mende, M. and et. al., 2021. We’ve Got News for You: Marketing in News Organizations
Contributes to Infodemics… but Marketing Can Also Help!. Journal of Public Policy &
Marketing. 40(3). pp.326-330.
Shankar, V. and et. al., 2021. Digital marketing communication in global marketplaces: A review of
extant research, future directions, and potential approaches. International Journal of
Research in Marketing.
(An and et. al., 2021) (Arrigo and et. al., 2021) (Dunakhe and Panse, 2021) (Kozlenkova and et. al.,
2021) (Kumar and et. al., 2021) (Lempert and et. al., 2021) (Mende and et. al., 2021)
HI5004 Final Assessment T3 2021