Preliminary Certificate in Marketing 8 July 2018 Examination PCM II th Intake, 28 th Year

Transcription

1 Preliminary Certificate in Marketing 8 July 2018 Examination PCM II 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 Second 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 Question 10 Question 11 Part Three Question No. Question 12 Question 13 Question 14 Question 15 Total Page 1 of 20

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 20

3 PART ONE Read the question and select the most appropriate answer Tick your choice in the given space Question 01 Question 1.1 Organizations who have adopted marketing as a business philosophy will consider which of the following? Question 1.2 a) Focus on production and distribution efficiency b) Developing new products continually irrespective of customer need c) The organisation must focus on selling every product in the portfolio d) The customer is at the centre of everything the organisation does By understanding customers and their needs and developing products to meet those customer needs, organizations should be able to achieve which of the following: a) Customer classifications b) Customer resistance c ) Customer dissatisfaction d) Customer satisfaction Question 1.3 The marketing concept includes the following key conditions/components: a) Customer orientation, integrated effort and societal marketing b) Internal audit, positioning and customer orientation c) Customer orientation, integrated effort and goal achievement d) Market segmentation, goal achievement and marketing ethics Question 1.4 Fill in the blank with the appropriate word: A company s consists of the actors and forces outside marketing that affect the marketing management s ability to build and maintain successful relationships with target customers. a) Internal marketing b) PESTEEL Factors c) Marketing concept d) Marketing environment Page 3 of 20

4 Question 1.5 Which micro environmental factor is missing from the list: suppliers, intermediaries, public and customers? a) Competition b) Political c) Economic d) Legal Question 1.6 Fill in the blank with the appropriate word. is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. a) Promotional mix b) Physical evidence c) Marketing mix d) Product mix Question 1.7 Which element of the marketing mix is used primarily to create convenience to customers? a) Product b) Promotion c) Place d) Price Question 1.8 Fill in the blank with the appropriate word: represent a systematic attempt to supply continuous, useful, updated stream of information to decision makers for decision making. a) Advertising campaign b) Product launch c) Marketing information systems d) Marketing plan Page 4 of 20

5 Question 1.9 All individuals and households who buy or acquire goods and services for personal consumption is referred to as: a) Consumer market b) Business market c) Industrial market d) Competitive market Question 1.10 The first stage of the consumer buying decision process is: a) Information search b) Evaluation of alternatives c) Product specification d) Problem recognition Question 1.11 The decision making unit of a buying organization is called its buying centre. The buying centre consists of: a) Buyers, influencers, deciders, gatekeepers, users b) Researchers, influencers, deciders, users, consumers c) Researchers, buyers, deciders, influencers, users d) Buyers, researchers, deciders, gatekeepers, users Question 1.12 Market targeting is a process of: a) Evaluating various segments and deciding how many and which ones to serve b) Act of designing the company s offer and image in the minds of the customers c) Subdividing the market into clusters of customers/consumers with similar needs d) Developing a communication campaign Page 5 of 20

6 Question 1.13 Nike offers athletic shoes for a dozen or more different sports while Unilever s markets a wide range of detergents for different customer segments. How would you define its marketing strategy? a) Differentiated marketing b) Concentrated marketing c) Direct marketing d) None of the above Question 1.14 Fill in the blank with the appropriate word: or mass marketing strategy focuses on what is common in the needs of consumers rather than on what is different. a) Undifferentiated marketing b) Concentrated marketing c) Customized marketing d) Differentiated marketing Question 1.15 Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is known as: a) Product b) Price c) Place d) Promotion Question 1.16 Fill in the blank with the appropriate word about services marketing: means that services are produced and consumed at the same time and cannot be separated from their providers. a) Perishability b) Variability c) Inseparability d) Intangibility Page 6 of 20

7 Question 1.17 The augmented product refers to: a) The additional services and benefits that surround the core and formal product b) Goods purchased by organizations for further processing c) Goods that consumers do not actively seek in purchasing d) The physical attributes that surround the core and formal product Question 1.18 Fill in the blank with the appropriate word is a name, term, sign, symbol or design or a combination of the above, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. a) Promotion b) Product c) Brand d) Positioning Question 1.19 Fill in the blank with the appropriate word. are consumer products with unique characteristics or brand identification for which a significant group of buyers are willing to make a special purchase effort. a) Convenience products b) Shopping products c) Fast moving consumer goods d) Speciality Products Question 1.20 Which element of the marketing mix generates revenue to an organisation? a) Process b) Product c) Price d) Prospect Page 7 of 20

8 Question 1.21 A product is priced at Rs. 199/-. Identify the pricing strategy being adopted? a) Psychological pricing strategy b) Market penetration pricing strategy c) Market skimming pricing strategy d) Cost based pricing strategy Question 1.22 Skimming pricing strategy refers to a pricing situation where an organisation is: a) Charging a price below the cost of production b) Charging the price to match competitors price c) Charging a lower price to stimulate and penetrate the market d) Charging the highest possible price, the customer would pay for the product Question 1.23 Fill in the blank with the appropriate word: The role of 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 at the 'Right price' b) 'Right place' and at the 'Right time' c) 'Right price' and at the 'Right time' d) 'Right price' and at the 'Right cost' Question 1.24 An ideal distribution strategy for consumer durables such as refrigerators, music systems, televisions and washing machines would be: a) Intensive distribution b) Selective distribution c) Exclusive distribution d) Mass distribution Page 8 of 20

9 Question 1.25 Intermediaries who do not normally deal with end consumers but with other resellers are known as: a) Wholesalers b) Retailers c) Modern trade d) Grocery shops Question 1.26 AIDA is a frequently used communication process model. AIDA refers to: a) Attention, interest, desire, action b) Action, interest, desire, attention c) Action, interest, distribution, attention d) Attention, interest, distribution, action Question 1.27 An organisation uses websites, social media and to communicate to its target markets. The type of the media used in the above is: a) Print advertising b) Cinema advertising c) Digital advertising d) Outdoor advertising Question 1.28 The most logical method of setting a communication budget is known as: a) Competitive parity method b) Objective and task method c) Affordable method d) Percentage-of-sales method Page 9 of 20

10 Question 1.29 Fill in the blank with the appropriate word. is an approach to achieving the objectives of a marketing campaign, through a well-coordinated use of different promotional tools that are well blended together as a unified force, rather than permitting each to work in isolation, in order to deliver a clear, consistent and compelling message about the organisation and its products. a) Missionary selling b) Personal selling c) Integrated marketing communications d) Direct marketing Question 1.30 ABC group is an engine manufacturer whose products are used in the production of automobiles. Which of the following is most likely to be its main method of promotion? a) Personal selling b) Mobile marketing c) Advertising d) Sales promotion Question 1.31 With reference to developing an effective communications campaign, there are seven key stages. The first and second stage of this process in the correct order is: Question 1.32 a) Designing the message and determining the communications objectives b) Identifying the target audience and determining the communications objectives c) Determining the communications objective and establishing the budget d) Selecting the communication channels and establishing the budget Fill in the blank with the appropriate word. Using a, the producer directs its marketing activities (primarily advertising and consumer promotions) toward final consumers to induce them to buy the product a) Pull strategy b) Push strategy c) Direct marketing strategy d) Public relations strategy Page 10 of 20

11 Question 1.33 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 1.34 The outcome of the marketing planning process, which is a written document or blueprint, to indicate how the organisation plans to achieve its marketing objectives is termed as: a) Marketing plan b) Marketing audit c) Corporate objectives d) Vision statement Question 1.35 With reference to Ansoff s Matrix/Product-market expansion grid, strategy of selling more of the existing products in existing markets is known as: a) Product development b) Diversification c) Market development d) Market Penetration Question 1.36 Identify the type of marketing control required to evaluate and improve the spending efficiency and impact of marketing expenditures. a) Efficiency control b) Strategic control c) Customer satisfaction d) Annual plan control Page 11 of 20

12 Question 1.37 A report prepared by a company which details the overall sales volume planned with a detailed analysis into different months and quarters is referred to as: a) Sales forecast b) Marketing budget c) Annual report d) SWOT analysis Question 1.38 Fill in the blank with the appropriate word. earns the attention of customers, makes the organisation easy to be found and draws customers to the website by producing interesting content. a) Outbound marketing b) M-marketing c) Permission marketing d) Inbound marketing Question 1.39 The social media platform designed specifically for the business community is known as: a) Facebook b) You tube c) LinkedIn d) Instagram Question 1.40 a. The extranet is a system of electronic communication which connects members of a value / supply chain network together b. Interactive television is a two-way communication system From the above statements: a) Only statement a. is correct b) Only statement b. is correct c) Both statements are correct d) Both statements are incorrect (Total 40 Marks) Page 12 of 20

13 PART TWO Answer all questions in the given space Question 02 Briefly explain the following terms. a. Relationship marketing b. Marketing ethics (04 Marks) Question 03 Identify and briefly explain the three (03) extended marketing mlix elements: a).. b).. c).. Page 13 of 20 (04 Marks)

14 Question 04 Briefly explain the differences of the following terms. Qualitative research and quantitative research Primary data and secondary data Question 05 (04 Marks) a) The following diagram illustrates stages of the new product development process. Fill in the blanks in the correct sequence: Concept Development and Testing Test Marketing Page 14 of 20

15 b) Identify four (04) reasons for introducing new products:.... (04 Marks) Question 06 Choosing the right channel structure is not an easy task and there are some criteria or factors that have to be taken into consideration when selecting the appropriate channel list. Briefly explain four (04) criteria for channel selection: a)... b)... c)... d)... (04 Marks) Page 15 of 20

16 Question 07 a) With reference to the communication process model, fill in the blanks. Encoding Message Media _ Noise Response b) Identify four (04) public relation tools or techniques in order to achieve an organization s public relation objectives: (04 Marks) Page 16 of 20

17 Question 08 Identify and fill in the boxes below, the major marketing communication mix elements, and describe briefly any two (02) of these elements: Objectives Inform Persuade Remind Personal Selling a)... b)... (04 Marks) Page 17 of 20

18 Question 09 Briefly explain any two (02) stages of the selling process. a). b) (04 Marks) Question 10 a) Explain the following terms. Mission statement.. Corporate objectives b) List two (02) reasons why marketing control is important to an organisation (04 Marks) Page 18 of 20

19 Question 11 Briefly explain the following terms. What is digital marketing?.... What is paid media?.... (04 Marks) (10 Questions x 4 Marks) Total of 40 Marks Page 19 of 20

20 PART THREE Select 2 out of 4 questions and answer them in supplementary sheets. Attach your answer sheets to the question paper. Question 12 Explain the four (04) main positioning variables with relevant examples and the key requirements (criteria) for effective segmentation. Question 13 (10 Marks) Explain the key stages and its characteristics of the product life cycle concept and identify two (02) limitations of this concept. Question 14 (10 Marks) Discuss the role and importance of pricing to a marketer and briefly explain the key factors influencing pricing decisions (the five (05) Cs of pricing). Question 15 (10 Marks) With the aid of a diagram, briefly explain the key steps of the marketing control process and list two (02) benefits of marketing planning to an organisation. (10 Marks) (10 Marks x 2 Questions) Total of 20 Marks - END - Page 20 of 20