1. Westpac City-Bay Fun Run is an annual fund-raising event that started in Adelaide in November of 1973. The main purpose of the event is to raise funds to support the athletic community of South Australia and to support local athletes and clubs while also engaging in a fun and friendly competitive activity. From its humble origins, the event grew each year and last year the run raised over 350,000 AUD for local athletes. It is a popular event with entry fees ranging from 25 to 60 dollars and it's supported by many local firms and individuals alike. Despite the event being organized for September 2020, the organizers are already thinking about 2021 and how to make the event even bigger in order to raise more funds.

There are three main types of marketing research that were discussed in the week 4 lecture (exploratory, descriptive, and causal). Imagine that you have joined the board of directors for the City-Bay Fun Run as a Market Research Advisor. Explain to the Board the three types of research they could do before the 2021 run, and give examples of how (e.g. methods), and when, each type of research would be appropriate to use.

2. Tesla Motors entered the market with their first electric vehicle called Roadster in 2008. As the company was still young, their development was based on existing technology of Lotus Elise, an existing car model made in UK. The Roadster was a two-seater sports car and was only manufactured for a few years until it was discontinued. During that time, the Roadster was sold for 100,000 USD as an innovative two-seat sports car for car enthusiasts. After discontinuing the Roadster, and rebranding into Tesla, the car manufacturer released their flagship Model S in 2012. The car was designed to be luxury, full sized car, and cost 90,000 USD for any perspective consumers. A few years later, building upon the Model S, Tesla introduced the Model X, a larger SUV model that was based upon their design of the Model S. The SUV was bigger, bolder, cost 132,000 USD and came with additional interior and cargo space, at the trade-off of distance travelled. Continuing their innovative trend, Tesla began production of Model 3 in 2017. The price of the model was 50,000 USD, and it was targeted at regular car enthusiasts. The model is meant to compete with other middle-range cars on the market such as petrol variants of some BMW's, or even the new KIA models. With continuing success and popularity of their cars, Tesla has redesigned their original Roadster, and are planning on releasing a completely Tesla built 2020 version setting customers back 300,000 USD. The Roadster is meant to be the fastest, sleekest, Tesla car yet and is aimed at sports car enthusiasts.

Explain the use of Ansoff matrix and the four strategies within it. How do you think Tesla's product development is reflected in the matrix?

3. Emma's cousin Jack is having a birthday party in a few weeks. Her whole family is planning on going and everyone has bought Jack a present apart from Emma. It is his 10^th birthday and the families want to make it memorable as they always do for milestone birthdays. Emma has been stressing for days thinking of a great present as she loves Jack and has been his babysitter for years. Emma's brother, Simon, doesnt really want to go to the party and suggested that Emma should just buy him a gift card like he did and be done with it. Emma was thinking of buying him a cheap starter smartphone as she knows Jack would love it but is afraid that Jack's parents won't like her giving their young son a smartphone. Emma however decided against her worries and bought him a smartphone.

There are five stages in the consumer decision making process. Explain how Emma and her brother Simon would have progressed through these five stages in their decision towards purchasing their gifts for Jack. As part of your answer, you should discuss their level of involvement in this purchase, as well as the type of consumer buying decision that occurred. Finally, explain 1 cultural factor, 1 social factor, and 1 psychological factor that might have influenced Emma's and Simon's decision-making process.