Marketing Assignment 2

Marketing Assignment 2
Assessment 2 Part A – Written or Oral Questions

1. Segment and profile data according to demographic, psychographic and behaviouristic characteristics, then answer the following questions: 5 Marks

Cust ID Last Name First Name Date of Birth Gender Hobbies How often do you go shopping? Average spending when shopping
C001 Jones Stephen 1/01/1974 Male Tennis, reading None None
C002 Singh Gurpal 2/02/1975 Male Watching movies Occasionally $20-30
C003 Morales John 3/03/1976 Male Playing Wii, skydiving Only when I need to buy something $0-1000
C004 Smith Peter 4/04/1977 Male Reading, cooking Twice a week $100-300
C005 Abbott Tony 5/05/1978 Male Travelling Sunday $70-100
C006 Rudd Kev 6/06/1979 Male Studying Weekend $50
C007 Singh Jatinder 7/07/1980 Female Meeting people, visiting relatives Sometimes $50
C008 Jolie Angie 1/01/1974 Female Cooking, reading Every Thursday $100-300
C009 Patel Raj 2/02/1975 Male Watching stars, diving Almost everyday $100-500
C010 James Lebron 3/03/1976 Male Internet, basketball I don’t. I buy everything online N/A
C011 Chen Tony 4/04/1977 Male Sports, reading Mon-Sun $100-500
C012 Pitt Bradd 5/05/1978 Male Travelling Once a month $70-100
C013 Manaois Jenny 6/06/1979 Female Eating, meeting friends, clubbing Everyday All my pay
C014 Chen James 1/01/1974 Male Drinking, driving I live in the shops All my money
C015 Jones Christine 2/02/1975 Female None Everyday $50-100
<<Please write your answer here>>
2. Your company has a cross selling agreement with Fairfax Media, the publishers of the Sydney Morning Herald. In their Saturday edition they publish a magazine called The Good Weekend, which contains movie, music & book reviews, in addition to sections on travel and food. Can you identify which of your customers might be targeted by Fairfax Media to purchase The Good Weekend? 6 Marks
<<Please write your answer here>>

3. Fairfax Media decides upon a promotion where all new subscribers who purchase the weekend package (Sydney Morning Herald – Saturday and Sun Herald – Sunday) receive as a bonus 25% off the normal price. How will they test whether this promotion has been successful? 5 Marks
<<Please write your answer here>>

4. The above offer was moderately successful (10% of suggested customers on your database took the offer up), but didn’t achieve the expected uptake in subscribers. What would you suggest Fairfax Media do to increase the uptake? 5 Marks
<<Please write your answer here>>
5. Review the database below and assess the quality of the data. Identify all data anomalies you can find: 10 marks
Emp ID Title Last Name First Name Date-of-Birth Gender Position
EMP001 Mr Jones Stephen 1/01/1974 Male Comp. Tech.
EMP002 Mr Singh Gurpal 2/02/75 Male PC Tech.
EMP003 Mr Morales John 3/03/1976 M Programae
EMP004 Mr Smith Peter 4/04/1977 Male Analyst
Mr Abbott Tony 5/05/1978 Male Analyst/Progr
EMP006 Mr Rudd Kev 6/06/1979 Male Analyst/Programmer
EMP007 Ms Singh Jatinder 7-07-1980 Female Database Designer
EMP008 Mrs Jolie Angie 1/01/1974 F Web Dev
EMP009 Mr Patel Raj 2/02/1975 Male Analyst/Progr
C1011231 Mr James Lebron 3/March/1976 Male Analyst/Programmer
EMP011 Mr Chen Tony 4/04/1977 Male Biusine Analyst
&%$^&* IIIIIIIIIIIIIIII 00000000 %%%%% ————— 123456 ,,,,,,,,,,,,,,,,,
EMP012 Mr Pitt Bradd 5/05/1978 Male Sales/Marketing
EMP013 Ms Manaois Jenny 06 June 1979 Fem Accounts
M Administrator
EMP014 Mr Chen James 1/01/1974 Male Comp. Tech.
15 Mrs Jones Christine 2/02/1975 Female PC Tech.
EMP016 Dr Smith Peter 4/04/1977 Male Analyst
EMP002 Mr Singh G Feb021975 Male PC Tech.
<<Please write your answer here>>
<<Please remember to write your name and SID on the first page of this assignment, save your own copy of this file and upload the assignment once completed>>