Final Examination Semester 3 / Year 2011

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Final Examination Semester 3 / Year 2011 COURSE : MARKETING PRINCIPLE & PRACTICE COURSE CODE : ADAD2062 TIME : 2 1/2 HOURS DEPARTMENT : ART & DESIGN LECTURER : WONG YONG HUAT Student s ID : Batch No.

1 Final Examination Semester 3 / Year 2011 COURSE : MARKETING PRINCIPLE & PRACTICE COURSE CODE : ADAD2062 TIME : 2 1/2 HOURS DEPARTMENT : ART & DESIGN LECTURER : WONG YONG HUAT Student s ID : Batch No. : Notes to candidates: 1) The question paper consists of 4 pages, 20 multiple choices, and 5 essay questions. 2) Answer all multiple choice questions, and answer 4 essay questions only. 3) Return the question paper with your answer booklet.

2 Part A-20 multiple choice questions (2 marks per question, total 40 marks). Circle the right answer 1) is the amount of money charged for a product or service. A) Experience curve B) Demand curve C) Price 2) pricing involves setting prices based on the costs for producing, distributing, and selling the product plus a fair rate of return for the company's efforts and risks. A) Value-based B) Fixed cost C) Cost-based 3) Fixed costs as the number of units produced increases. A) decrease B) increase C) remain the same 4) When suppliers, distributors, and customers partner with each other to improve the performance of the entire system, they are participating in a. A) value delivery network B) channel of distribution C) supply chain 5) Most producers today sell their goods to. A) final users B) final users and marketing members C) intermediaries 6) Distribution channel decisions often involve with other firms, particularly those that involve contracts or relationships with channel partners. A) short-term commitments B) long-term commitments C) major problems 7) From the economic system's point of view, the role of marketing intermediaries is to transform the assortment of products made by producers into the assortment of products wanted by. A) channel members B) distributors C) consumers 1/4

3 8) A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called. A) direct marketing B) integrated marketing C) the promotion mix 9) The use of short-term incentives to encourage the purchase or sale of a product or service is called. A) direct marketing B) sales promotion C) personal selling 10) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called. A) sales promotion B) direct marketing C) advertising 11) Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) public relations 12) involves designing and producing the container or wrapper for a product. A) Packaging B) Product line C) Service 13) Price is the only element in the marketing mix that produces. A) revenue B) variable costs C) expenses 14) What are the four steps, in order, to designing a customer-driven marketing strategy? A) market segmentation, differentiation, positioning, and targeting B) positioning, market segmentation, mass marketing, and targeting C) market segmentation, targeting, differentiation, and positioning 2/4

4 15) Mass marketers, such as Target and Venture Stores, often ignore market segment differences and target the whole market with one offer. What is their approach to segmenting? A) undifferentiated marketing B) differentiated marketing C) target marketing 16) are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. A) Consumer products B) Services C) Brands 17) A is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. A) private brand B) service variability C) product 18) Product is a key element in a company's, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services. A) market offering B) brand equity C) brand extension 19) are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. A) Services B) Consumer products C) Industrial products 20) involves charging a constant low price with few or no temporary price discounts. A) High-low pricing B) Target return pricing C) Everyday low pricing (EDLP) 3/4

5 Part B- 5 essay questions (15 marks per question, total 60 marks). Please answer four questions only. Question 1: In what ways might a marketer engage in socially responsible target marketing? (15 marks) Question 2: A manufacturer has four brand sponsorship options. Describe what they are. (15 marks) Question 3: Describe the eight key functions that members of the marketing channel perform. (15 marks) Question 4: A company's marketing communications mix also called its promotion mix blends five different tools. Name and define these tools. (15 marks) Question 5: Identify and explain several situations in which price cuts or price increases might be necessary. (15 marks) 000 4/4

MULTIMEDIA COLLEGE JALAN GURNEY KIRI KUALA LUMPUR

STUDENT IDENTIFICATION NO MULTIMEDIA COLLEGE JALAN GURNEY KIRI 54100 KUALA LUMPUR THIRD SEMESTER FINAL EXAMINATION, 2013/2014 SESSION MKT2023 PRINCIPLES OF MARKETING DMGW-E-F-1/13, DMGA-E-F-1/13, DMGS-E-F-1/13,