UNIVERSITY OF BOLTON OFF CAMPUS DIVISION RAS AL KHAIMAH BUSINESS MANAGEMENT TRIMESTER 3 EXAMINATION 2016/2017 MARKETING PRINCIPLES MODULE NO.

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1 OCD097 UNIVERSITY OF BOLTON OFF CAMPUS DIVISION RAS AL KHAIMAH BUSINESS MANAGEMENT TRIMESTER 3 EXAMINATION 2016/2017 MARKETING PRINCIPLES MODULE NO. BAM4004 Date: 15th August 2017 Time: 10:00am 12:00pm INSTRUCTIONS TO CANDIDATES: There are TWO sections in this paper. Section A 30 MCQs (3 marks each) Section B Case Study (2 questions 5 marks each) Answer ALL questions. This is a closed book exam and you NOT allowed to carry any material with you.

2 Page 2 of 10 ANSWER ALL QUESTIONS SECTION A Answer all 30 multiple-choice questions. Each question carries 3 marks. 1 mark will be awarded for correct answer and 2 marks will be awarded for a brief explanation of the answer with examples where relevant. Please provide your answer and the explanation on the answer booklet, clearly specifying the question number. 1) Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through. A) research and development B) innovation and creativity C) manufacturing efficiencies D) value creation and exchange E) sales and revenue creation 2) Which of the following marketing orientations calls for aggressive promotional efforts and focuses on creating transactions rather than long-term customer relationships? A) the marketing concept B) the production concept C) the product concept D) the selling concept E) the societal marketing concept 3) A documents an organization's purpose what it wants to accomplish in the larger environment. A) vision statement B) mission statement C) business portfolio D) value proposition E) product strategy

3 Page 3 of 10 4) The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently studying the size, density, location, age, and occupation of its target market. Which of the following environments is being studied in this scenario? A) Demographic environment B) Political environment C) Economic environment D) Technological environment E) Cultural environment 5) In the context of a company's marketing mix, includes company activities that make the product available to target consumers. A) position B) place C) price D) promotion E) branding 6) involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. A) Mass customization B) Market targeting C) Market segmentation D) Differentiation E) Positioning 7) segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation. A) Geographic B) Benefit C) Occasion D) Psychographic E) Demographic

4 Page 4 of 10 8) marketing is more suited for uniform products, such as grapefruit or steel. A) Niche B) Undifferentiated C) One-to-one D) Trigger-based E) Local 9) Which of the following exemplifies a service? A) Candy B) Laptop C) Retail D) Car E) Laundry detergent 10) Which of the following is an example of a pure tangible good? A) A laptop with a comprehensive warranty for three years B) An online shoe retailer that provides free home delivery C) An agency that offers free legal advice D) A credit card E) A bag of potato chips 11) Erica wants to replace her old washing machine with a new one. In order to get the maximum value for her money, she plans to spend substantial time and effort in gathering information and making product comparisons before making the actual purchase. In this instance, Erica is planning to buy a(n) product. A) convenience B) unsought C) specialty D) shopping E) exclusive

5 Page 5 of 10 12) Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of marketing. A) corporate image B) person C) organization D) internal E) place 13) represent(s) consumers' perceptions and feelings about a product and its performance. A) Product lines B) Labeling C) Brands D) Design E) Product attribute 14) Which of the following is true with regard to brand equity? A) Brand equity refers to how much consumers know about the brand. B) High brand equity provides a company with many competitive advantages. C) A brand has positive brand equity if consumers react less favorably to it than to an unbranded version. D) Positive brand equity derives from low brand esteem. E) The total financial value of a brand can be easily measured. 15) Which of the following refers to the course that a product's sales and profits take over its lifetime? A) Total product process B) Service life C) Product mix D) Product life cycle E) Marketing mix

6 Page 6 of 10 16) Companies can legitimately charge a higher price if. A) consumers perceive that the company s product offers greater value B) the demand for products manufactured by a firm is highly elastic C) the cost of advertising is minimal D) derived demand remains constant E) consumers de-emphasize quality 17) When a company sets a high price for a new product with the intention of reducing the price in the future, it is using the pricing strategy. A) market-skimming B) cost-plus C) market-segmentation D) market-penetration E) competitive 18) From the economic system s point of view, the role of is to transform the assortments of products made by producers into the assortments wanted by consumers. A) upstream partners B) marketing intermediaries C) third-party logistics D) price consultants E) factory supervisors 19) Which of the following is an example of an indirect marketing channel? A) June Bride, which sells bridal gowns via its click-to-order online catalogs B) Farmer Brown, who delivers fresh milk from his dairy to customers every morning C) Wine & Dine, which sells its picnic baskets to select novelty stores across the country D) Lifebelt Insurance, which sells life insurance through its door-to-door salespeople E) Rhonda s Rental, which rents cars to people for the day

7 Page 7 of 10 20) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called. A) sales promotion B) advertising C) direct marketing D) personal selling E) public relations 21) Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of. A) sales promotion B) personal selling C) public relations D) direct marketing E) advertising 22) Companies are doing less and more as a result of the explosive developments in communication technologies to better target smaller customer segments. A) personal selling; digital activities B) public relations activities; digital activities C) digital activities; mass marketing D) mass marketing; engagement marketing E) viral marketing; word-of-mouth marketing 23) When the advertising objective is to build primary demand for a new product category, advertising will most likely be used. A) persuasive B) informative C) comparative D) patronage E) institutional

8 Page 8 of 10 24) All of the following are benefits of online direct marketing for buyers EXCEPT. A) access to numerous products B) access to product reviews C) live product demonstrations D) convenience E) privacy 25) McDonald's "Plan to Win" strategy has added healthy food options to it menu, phas d out traditional artery-clogging trans fats, launched a major multifaceted education campaign, and addressed environmental issues. "Plan to Win" best exemplifies the concept. A) sus ainable mar eting B) direct marketing C) mercantilism D) strategic planning E) consumer business 26) Which of the following is one of the social costs associated with cars? A) Traffic congestion B) Water pollution C) New highways D) New automobile models E) Cleaner roads 27) Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through. A) research and development B) innovation and creativity C) manufacturing efficiencies D) value creation and exchange E) sales and revenue creation

9 Page 9 of 10 28) According to the five-step model of the marketing process, a company should before designing a customer-driven marketing strategy. A) determine how to deliver superior value to customers B) build profitable relationships with customers C) use customer relationship management to create full partnerships with key customers D) understand the marketplace and customer needs and wants E) construct an integrated marketing program 29) Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg s want now has become a(n). A) need B) necessity C) demand D) exchange E) transaction 30) Dan has been directed to study the forces close to a company that affect its ability to serve its customers, such as the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. In this instance, Dan has been directed to study the of the company. A) macroenvironment B) microenvironment C) technological environment D) demographic environment E) political environment

10 Page 10 of 10 SECTION B Read the case study given below and answer the questions that follow. There are 2 questions and each question carries 5 marks. All questions are compulsory. Sunset Airlines recently started a subsidiary airlines company called MENAFLY that operates in the MENA (Middle East and North Africa) region. It has a fleet of 60 passenger planes. The tickets are usually at least 35% cheaper than other airlines flying in the same region. MENAFLY does not have pre-assigned seats and does not serve food. Passengers can pre-book seats and buy food for an extra charge. Other facilities related to transport like baggage allowance, entertainment, etc. are also limited. Many times the ground staff work as flight attendants as well. MENAFLY aims to expand its business by attracting those passengers who are eager to cover short distances by air. Its long-term objective is to become a leading Budget Carrier in the region within a period of 5-7 years. 1) Define Segmentation and Targeting using examples from the above case. Identify which segmentation variable (base) is used by MENAFLY. (5 Marks) 2) Define Positioning and briefly explain how Sunset Airlines can position MENAFLY in the region using the marketing mix elements. (5 Marks) END OF QUESTIONS

UNIVERSITY OF BOLTON RAK ACADEMIC CENTRE BUSINESS MANAGEMENT SEMESTER TWO EXAMINATIONS 2017/2018 MARKETING PRINCIPLES MODULE NO: BAM4004

UNIVERSITY OF BOLTON RAK ACADEMIC CENTRE BUSINESS MANAGEMENT SEMESTER TWO EXAMINATIONS 2017/2018 MARKETING PRINCIPLES MODULE NO: BAM4004 UNIVERSITY OF BOLTON OCD013 RAK ACADEMIC CENTRE BUSINESS MANAGEMENT SEMESTER TWO EXAMINATIONS 2017/2018 MARKETING PRINCIPLES MODULE NO: BAM4004 Date: 22 nd May 2018 Time: 10:00am - 12:00pm INSTRUCTIONS