Certificate in Marketing Level 3

Transcription

1 Pearson LCCI Certificate in Marketing Level 3 Monday 17 November 2014 Time: 3 hours Paper Reference ASE3025 You will need: An answer book 2014 Pearson Education Ltd. 1/1/1/1 Instructions Do not open this examination paper until you are told to do so by the supervisor. Use black/blue ink or ball-point pen pencil can only be used for graphs, charts, diagrams, etc. Ensure your answers are written clearly. Begin your answer to each question on a new page. Write on both sides of the page. All answers must be correctly numbered but need not be in numerical order. If you need more space, use the additional sheets provided. Write your name, candidate number and question number on each sheet and attach them to the inside of your answer book. State, on the front of your answer book, the number of additional sheets attached. When you finish, cross through any rough notes and preparatory work. Answer Question 1, which is compulsory, and any four other questions. Information The total mark for this paper is 100. There are 10 questions in this question paper each question carries equal marks. The marks for each question are shown in brackets use this as a guide as to how much time to spend on each question. You must attempt the compulsory question or you will not be eligible for a Pass. No marks will be awarded for extra questions answered. You may use an English or bilingual dictionary. Advice Read each question carefully before you start to answer it. Check your answers carefully if you have time at the end. ** Turn over

2 Answer Question 1 and ANY FOUR other questions. 1 Compulsory You are a Marketing Assistant in the Marketing Department at Your-Sport, a chain of retail shops selling sports equipment and clothes. There are currently 30 stores situated in different towns and cities in your country. You have been asked to prepare a marketing plan to increase the sales and market share of your company. Using any 5 Ps of the extended marketing mix, show in outline: (i) your proposed strategies for the next 2 years (ii) your proposed tactics for the next 12 months. (10) (10) Using a 10 cell (5 x 2) matrix give two strategies and two tactics for each element using bullet point answers. Your tactics must relate to the strategies you have proposed. (Your answers must be realistic, economically viable and relevant to the question.) (Total for Question 1 = 20 marks) 2 Your company is to launch a new website on the internet. Write a report to your Marketing Director in which you: (i) describe what is meant by a clicks and mortar organisation (ii) identify four key factors of a transactional website (iii) give six benefits to an organisation of having an online transactional presence (iv) identify six benefits to customers of shopping online. Candidates are awarded 2 marks for the correct report format and layout. (4) (Total for Question 2 = 20 marks) 2

3 3 Your manager has asked you to carry out research and analysis in relation to specific markets in an emerging nation. (a) Describe each element of the DEPICT analysis tool. (b) Describe four potential problems associated with carrying out market research in an emerging nation. (12) (8) (Total for Question 3 = 20 marks) 4 (a) Give a definition of sales promotion. (b) Give four reasons why an organisation might carry out a sales promotion. (4) (c) Give three examples of a sales promotion for each of the following: (i) a restaurant (ii) a tube of toothpaste. (d) Give four disadvantages to an organisation in carrying out a sales promotion. (e) Identify four advantages to customers of sales promotions. (4) (4) (Total for Question 4 = 20 marks) 3 Turn over

4 5 (a) Explain the following terms from a definition of marketing: (i) management process (ii) identifies (iii) customer needs. (b) Explain what is meant by: (i) product orientation (ii) sales orientation (iii) market orientation. (c) Describe the following: (i) a product plan (ii) a sales plan. (Total for Question 5 = 20 marks) 6 (a) Give a definition of advertising. (b) Describe five major roles of advertising. (10) (c) Describe the following types of advertising: (i) corporate (ii) brand (iii) recruitment (iv) comparative. (Total for Question 6 = 20 marks) 4

5 7 Give a brief description of the following terms used in marketing: (a) Stakeholders (b) USP (c) Boundary staff (d) Service factory (e) Grey market (f) 24/7 concept (g) MOA (h) Market audit (i) FLC (j) JIT. (Total for Question 7 = 20 marks) 8 (a) Give a definition of a brand. (b) Explain four major branding decisions faced by a manufacturer. (c) Identify five elements that contribute towards a brand s equity. (12) (5) (Total for Question 8 = 20 marks) 5 Turn over

6 9 Write a report to your Managing Director identifying six ethical considerations that a marketing department must consider in respect of each of the following: (i) advertising (ii) products and services (iii) pricing. Candidates are awarded 2 marks for the correct report format and layout. (Total for Question 9 = 20 marks) 10 (a) Explain the difference between a customer and a consumer. (b) Describe each of the six roles of the members in a family decision-making unit (DMU). (12) Your company sells bedroom furniture for the home. (c) Identify the type of information you would need to give the various members of the decision-making unit. Give one type of information for each member s role. (Total for Question 10 = 20 marks) Total for paper = 100 marks 6

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