Preliminary Certificate in Marketing 8 th April, 2018 Examination PCM I th Intake, 28 th Year

Transcription

1 Preliminary Certificate in Marketing 8 th April, 2018 Examination PCM I th Intake, 28 th Year Candidate s Registration Number (As per in the examination admission form / Student ID) For Examiner s use only Examiner s Comments Part One 1 st Marker 2 nd Marker Final Marks Question 01 Part Two Question No. Question 02 Question 03 Question 04 Question 05 Question 06 Question 07 Question 08 Question 09 Second Examiner s Comments Question 10 Question 11 Part Three Question No. Question 12 Question 13 Question 14 Question 15 Total

2 Instructions to Candidates Time: 0930 hrs 1230 hrs Duration: Three (03) hours There are three parts in this question paper. Part One This part has 40 multiple choice questions. It is a compulsory section. Candidates are expected to select the most suitable answer and tick the selected answer in the given box in the question paper itself. Part Two Candidates are expected to answer the questions in the space provided in the question paper. All answers are compulsory. Part Three Candidates are expected to answer only two questions out of four. Answers should be written in the additional supplementary answer sheets provided and they should be attached to the question paper itself. Other Instructions State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts. Always start answering a question on a new page. You are reminded that answers should not be written in pencil or red pen except in drawing diagrams. Answer the questions using: Effective arrangement and presentation Clarity of expression Logical and precise arguments Illegible hand writing will be penalised. Page 2 of 22

3 Question 01 Question 1.1 PART ONE Read the question and select the most appropriate answer Tick your choice in the given space occurs when perceived performance matches or exceeds customer expectations. a) Public image b) Staff motivation c) Customer satisfaction d) Marketing myopia Question 1.2 Which of the following best describes the role of marketing in a commercial organization? a) To follow and report back on the competitors marketing and sales tactics b) To identify and develop the routes to market the company s products and services c) To create, retain and build customer, brand and stakeholder value d) To organize corporate social responsibility Question 1.3 Organizations who have adopted marketing as a business philosophy should consider which of the following? Question 1.4 a) Focus on production and distribution efficiency Productio b) New products must be developed continually irrespective of need Societal m c) The organization must focus on selling every product in the portfolio Internal m d) The customer is at the centre of everything the organization does Marketin The organization s internal marketing environment consists of: a) Staff relationships, resource constraints and corporate culture b) PESTEEL factors c) Suppliers, competitors, staff and competitors d) Staff relationships, resource constraints and pressure groups Page 3 of 22

4 Question 1.5 Which of the following is the most crucial element of the marketing mix for a training consultancy business, delivering face-to-face workshops and training programmes? Question 1.6 a) Process b) Place c) Promotion d) People Fill in the blank with the appropriate words. Marketing redearch is The and analyzing of data about problems relating to the marketing of goods and services. Question 1.7 a) Product, price, distribution b) Identifying, promotion, pricing c) Creating, distribution, promotion d) Systematic, gathering, recording The key elements of the service marketing mix are: a) Product, price, place, promotion, people, process and physical evidence b) Product, people, price, placement, place, Publicity and physical evidence c) Product, price, place, placement, people, public relations and physical evidence d) Product, people, price, placement, place, publicity and public relations Question 1.8 Secondary data is also referred to as: a) Primary data b) Qualitative information c) Survey research d) Off the shelf information Page 4 of 22

5 Question 1.9 Marketers tend to collect primary data after collecting secondary data because; a) Primary data is expensive and time consuming and it makes sense to seek information from secondary data and if inadequate to collect primary data b) Primary data is freely available c) Secondary data is data collected from consumers specifically for the project d) Primary data is inexpensive and not useful for decision making Question 1.10 A research technique which is used to conduct intensive individual interviews or with a group of 5-20 respondents is known as: a) Mystery shopping b) Desk research c) Depth interviews d) Quantitative research Question 1.11 Fill in the blank with the appropriate word. includes viewing and listening to situations encompassing human behavior with monitoring instruments a) Secondary research b) Advertising c) Observational research d) Focus group interviewing Page 5 of 22

6 Question 1.12 Individuals or groups that purchase a specific kind of product for re-sale, to use directly in producing other products or to use in general daily operations of its business is referred to as: a) Business-to-Business Market b) Consumer market c) Sales promotion d) Public relations Question 1.13 The key criteria/requirements for effective segmentation are: a) Measurable, accessible, substantial, differentiable and actionable b) Marketing, accessible, substantial, differentiable and actionable c) Demographics, accessible, substantial, social and actionable d) Measurable, demographics, substantial, differentiable and actionable Question 1.14 A market coverage strategy in which an organization decides to target several market segments and designs separate offers for each is known as: a) Differentiated marketing b) Concentrated marketing c) Customized marketing d) Mass marketing Question 1.15 To which element of the marketing mix do the terms 'core', 'actual', expected, 'augmented' and potential relate? a) Product b) Price c) Promotion d) Physical evidence Page 6 of 22

7 Question 1.16 Describe the term classified for consumer products which are relatively inexpensive and frequently purchased: a) Shopping products b) Specialty products c) Convenience products d) Luxury products Question 1.17 A name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors is known as: a) Advertising b) Label c) Brand d) Selling Question 1.18 The first stage of the product life cycle concept is: a) Product launch b) Idea generation c) Development d) Maturity Question 1.19 Fill in the blank with the appropriate word in reference to services marketing; means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. a) Perishability b) Variability c) Inseparability d) Intangibility Page 7 of 22

8 Question 1.20 Can be used as a communicator, a bargaining tool and a competitive weapon: a) Process b) Product c) Price d) Prospect Question 1.21 The costs which do not vary with changes in the number of units produced is known as: a) Variable costs b) Material costs c) Fixed costs d) Manufacturing cost Question 1.22 Cargills Food city chain of super markets tactically set lower prices on selected fast moving consumer products in order to attract consumers in to their outlets in the hope that they will also end up buying other products at normal price. This Promotional pricing strategy is known as: a) Cash rebates b) Special event pricing c) Loss leader pricing d) Low interest deals Question 1.23 A product launch pricing strategy of setting a low price in order to penetrate the market quickly and produce a large sales volume is referred to as: a) Psychological pricing strategy b) Market penetration pricing strategy c) Loss Leader pricing d) None of the above Page 8 of 22

9 Question 1.24 Fill in the blank with the two appropriate words. The role of the place element of the marketing mix is to ensure that products and services are available to target customers in the and at the. a) Right place and right price b) Right place and right time c) Right price and right time d) Right price and right discounts Question 1.25 The set of activities consisting of order processing, materials handling, warehousing and inventory management used in the movement of goods from producers to consumers is known as: a) Physical distribution management b) Channels of distribution c) Transactional value d) None of the above Question 1.26 Fill in the blank with the appropriate word: are the means by which an organization attempts to inform, persuade, and remind consumers directly or indirectly about the products they sell. a) Packaging b) Branding c) Marketing communications d) Distribution Page 9 of 22

10 Question 1.27 The five (05) marketing communication/promotional mix elements an organization could use to communicate with its target market are: a) Advertising, sales promotion, Public relations, personal selling and direct marketing b) Advertising, sales promotion, distribution, personal selling and direct marketing c) Packaging, branding, public relations, personal selling and direct marketing d) Advertising, branding, packaging, distribution and direct marketing Question 1.28 A personally addressed written offering (letter and/or sales literature) with some form of response mechanism, sent to existing customers from an in-house data base or mailing list is known as: a) Personal selling b) Mobile marketing c) Advertising d) Direct mail Question 1.29 Advertising that uses newspapers, magazines and directories as its media to communicate to its target markets is known as: a) Print advertising b) Cinema advertising c) Digital advertising d) Outdoor advertising Question 1.30 A Public relation tool such as a launch ceremony for a new product or to announce any changes in the organization is known as: a) Press conferences b) Informative advertising c) Sales promotion d) Direct marketing Page 10 of 22

11 Question 1.31 ABC aircraft engineering Ltd is an engine manufacturer whose products are used in the production of aircrafts. Which of the following is likely to be its main method of promotion? a) Personal selling b) Advertising c) Press advertising d) Sales promotion Question 1.32 The five stages of the marketing planning process in the correct sequence is: a) Where are we now? Where do we want to be? How might we get there? Which way is best? How can we ensure arrival? b) Where are we now? How can we ensure arrival? Where do we want to be? How might we get there? Which way is best? c) How might we get there? Where are we now? How might we get there? Which way is best? How can we ensure arrival? d) Where are we now? How do we implement and control? How do we ensure arrival? Which way is best? Question 1.33 Identify the type of marketing control required to examine where the organisation is making and losing money is known as: a) Efficiency control b) Strategic control c) Profitability control d) Customer satisfaction Page 11 of 22

12 Question 1.34 Fill in the blank with the appropriate words. Marketing audit is a,, and periodic examination process of a company's marketing activities. a) Efficient, systematic, independent b) Comprehensive, efficient, independent c) Comprehensive, systematic, independent d) Diversification, systematic, effective Question 1.35 By conducting an external audit which involves analyzing the external situation facing the organization will lead to the identification of opportunities and threats. The external audit will consist of the following: a) PESTEEL factors, competitor analysis and market factors b) Internal resources, competitor analysis and marketing mix elements c) Product quality, profitability analysis and market factors d) PESTEEL factors, market factors and Internal resources Question 1.36 By conducting an internal audit, the organization will identify the following: a) Strengths and weakness b) Opportunities and threats c) Strengths and threats d) Opportunities and weakness Question 1.37 A clear statement of what the organization is going to achieve through its marketing activities is known as: a) Marketing control b) Executive summary c) Marketing objectives d) Marketing strategies Page 12 of 22

13 Question 1.38 All activities that a marketer carries out to ensure that the set marketing plan is carried out as scheduled is known as: a) Inventory control b) Control process c) PESTEEL analysis d) SWOT analysis Question 1.39 A term used to describe a variety of web-based platforms, applications and technologies that enable people to socially interact with one another online is: a) Outdoor advertising b) Catalogue marketing c) Social Media d) TV advertising Question 1.40 a. Permission marketing is an important concept based on the belief that people should be given the choice of whether to receive further marketing communications. b. Social media marketing is essentially the use of traditional media to communicate and reach your target audience. From the above statements a) a. Only statement a. is correct b) b. Only statement b. is correct c) c. Both statements are correct d) d. Both statements are incorrect (Total 40 Marks) Page 13 of 22

14 PART TWO Answer all questions in the given space Question 02 Briefly explain the following: a) What is product concept? b) What is selling concept? c) Identify two (02) key functions/activities of marketing:.... (04 Marks) Page 14 of 22

15 Question 03 a) What is marketing environment? b) Fill in the blanks: c... b... d... a... e... MICRO ENVIRONMENT (04 Marks) Question 04 An illustration that explains the consumer buying decision process is displayed below. Fill in the boxes in the correct order and briefly explain the first and the last stage of this process. Page 15 of 22

16 a)... b) (04 Marks) Question 05 a) What is packaging? b) Identify four (04) benefits of branding for consumers, marketers and retailers (04 Marks) Page 16 of 22

17 Question 06 a) The following diagram illustrates stages of new product Development process. Fill in the blanks in the correct sequence: a b.. c.. d.. h.. g.. f e.. (04 Marks) Question 07 b) Briefly explain the main three (03) pricing strategies a) b)... Page 17 of 22

18 ... c) (04 Marks) Question 08 Identify eight (08) key characteristics of a successful sales person: a).. b)... c) d) e) f) g) h). (04 Marks) Page 18 of 22

19 Question 09 Below is an illustration that explains The major steps in the selling process. Fill in the boxes in the correct order and briefly explain any two stages of this process. a b c d g f e a) b) (04 Marks) Page 19 of 22

20 Question 10 List the most important four functions that Marketing performs in an organization. a) b) c) d) (04 Marks) Question 11 Briefly explain the following terms. a) What is digital marketing? b) What is inbound marketing? c) What is E-Commerce? Page 20 of 22

21 d) What is Instagram?.. (04 Marks) (10 Questions x 4 Marks) Total of 40 Marks Page 21 of 22

22 PART THREE Select 2 out of 4 questions and answer them in supplementary sheets. Attach your answer sheets to the question paper. Question 12 With the aid of a diagram explain the key stages of the marketing research process. Question 13 (10 Marks) Explain the four (04)bases/variables of segmenting a consumer market stating relevant product examples and list three (03) benefits of segmentation. (10 Marks) Question 14 Briefly describe the three (03) major levels of market coverage strategies stating relevant product examples for each strategy and list three (03) factors that should be taken into consideration in selecting the appropriate channel. (10 Marks) Question 15 Briefly explain the key contents of a marketing plan and list two (02) key benefits of marketing planning to an organisation (10 Marks) (10 Marks x 2 Questions) (Total of 20 Marks) (Total Marks 100) - END - Page 22 of 22