namibia UniVERSITY OF SCIEnCE AnD TECHnOLOGY

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1 namibia UniVERSITY OF SCIEnCE AnD TECHnOLOGY FACULTY OF MANAGEMENT SCIENCES DEPARTMENT OF MARKETING AND LOGISTICS QUALIFICATION: VARIOUS PROGRAMMES QUALIFICATION CODE: VARIOUS LEVEL: NQF LEVEL 5 {10 NQF CREDITS) COURSE CODE: MPS512S COURSE NAME: MARKETING PRINCIPLES SESSION: JANUARY 2017 PAPER: THEORY DURATION: 2 :Y2 HOURS MARKS: 100 SECOND OPPORTUNITY EXAMINATION QUESTION PAPER EXAMINER(S) MS. B. TJIZUMAUE FT MRS. E. NCUBE FT MS. C. KAZONDOVI FT MS. R FOTOLELA FT/PT MS. A. SHIMWAFENI PT MRS. K. NAMUNYEKWA PT MR. P. MWEYA Dl MR. I. HAMATA Dl MODERATOR: DR. STEWART KAUPA INSTRUCTIONS 1. Answer ALL the questions. 2. Write clearly and neatly. 3. Number the answers clearly. 4. Read each question carefully and indicate your lecturer's name on your answer sheet THIS QUESTION PAPER CONSISTS OF 8 PAGES (Including this front page) lipage

2 TRUE OR FALSE QUESTIONS SECfiONA Indicate whether the following statements are True or False by ticking the appropriate box. Use the table provided on page 8 to answer these question, detach and insert it into your answer booklet. (1 mark shall be awarded for each correct answer). Questions 1 (1 x 10 = 10 Marks) No. Question 1.1 Firms rarely determine the number of channel members to use at each level. 1.2 New-product development begins with idea screening. 1.3 The purposes of each of the new-product development stages after idea generation are aimed at reducing the number of ideas. 1.4 A product idea is a possible product a firm can offer the market stated in meaningful consumer terms. 1.5 If demand changes greatly, we say the demand is inelastic. 1.6 Category killers carry a deep assortment of a particular line with a knowledgeable staff. 1.7 Discount stores sell standard merchandise at lower prices by accepting lower margins and selling higher volume. 1.8 A discount store buys at less than regular wholesale prices and charges consumers less than retail. 1.9 The merging of wholesalers, retailers, products and prices is called the wheel-ofretailing Today, almost all firms, large and small, outsource most of their logistics to thirdparty logistics (3PL) providers. 21Page

3 MULTIPLE CHOICE QUESTIONS SECTION 8 Question 2 (40 Marks) Please use the table provided on page 8 to answer these questions, and then detach and insert it into your answer booklet. (2 marks shall be awarded for each correct answer). 2.1 This type of segmentation centres on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item. What do marketers call this? a. behavioural b. psychographic c. occasion d. impulse e. emergency 2.2 Markets can be segmented into light, medium and heavy users of a product. This method of segmentation is called a. user status b. usage rate c. benefit d. behaviour e. product frequency 2.3 Regarding which differences to promote to have a competitive advantage, a difference is worth establishing to the extent that it satisfies all of the criteria EXCEPT which one? a. important b. distinctive c. divisible d. affordable e. profitable 2.4 Occasionally a firm will possess a market advantage because their competitors cannot easily copy a particular product attribute. They then have a difference. a. distinctive b. profitable c. pre-emptive d. superior e. irreconcilable 3JPag e

4 2.5 A product is a key element in the overall a. market offering b. brand equity c. brand extension d. eo-branding e. value chain 2.6 Product planners need to think about products and services on three levels. Each level adds more customer value. The most basic level is the which addresses the question, "What is the buyer really buying?" a. actual product b. augmented product c. core benefit d. eo-branding e. exchange 2.7 Product planners need to think about products and services on three levels. The second level is where the firm turns the core benefit into a(n) a. augmented product b. brand equity c. brand extension d. industrial product e. actual product 2.8 Product mix refers to the number of different product lines the firm carries. Procter & Gamble markets 250 brands organised into many product lines. a. length b. height c. width d. perimeter e. depth 2.9 In most situations, one firm licenses another firm's well-known brand to use in combination with its own. a. brand extension b. brand equity c. eo-branding d. internal marketing e. line extension 2.10 means that services cannot be seen, tasted, felt, heard or smelled before they are bought. a. service inseparability b. service variability c. service intangibility d. service perishability e. service heterogeneity Pa ge

5 2.11 Product line refers to the number of versions offered of each product in the line. Colgate toothpaste comes in a large number of varieties, ranging from Colgate Fresh to Colgate Whitening. a. length b. depth c. height d. width e. perimeter 2.12 The first step in the new-product development process is a. idea generation b. idea screening c. concept development d. concept testing e. test marketing 2.13 Major sources of new-product ideas include internal sources and external sources. All of the following are common external sources of new-product ideas EXCEPT a. customers b. suppliers c. competitors d. government agencies e. c and d 2.14 pricing is the approach to set a low initial price in order to attract a large number of buyers quickly and win a large market share. a. Market-skimming b. Market-penetration c. Below-market d. Value-based e. Leader 2.15 involves attaching features and services to differentiate a firm's offers and to support charging higher prices. a. Break-even pricing b. Target pricing c. Value-added pricing d. Cost-plus pricing e. Pricing-down I Page

6 2.16 Which of the following transportation modes is the most cost-effective mode for shipping large amounts of bulk products? a. truck b. rail c. the Internet d. air e. ship 2.17 When a producer chooses only a few dealers in a market area to distribute its products or services it is said that these dealers are given rights. a. exclusive distribution b. selective distribution c. intensive distribution d. administered distribution e. corporate distribution 2.18 includes all activities involved in selling products and services to those buying for resale or business use. a. wholesaling b. retailing c. franchising d. discounting e. disintermediation 2.19 When most people think of marketing, they think first of the common form of paid, non-personal, presentation or promotion of ideas, products or services by an identified sponsor that is called a. sales promotion b. advertising c. direct marketing d. personal selling e. none of the above 2.20 The major promotion tool that includes catalogues, telephone marketing, kiosks, the Internet and more is called a. sales promotion b. direct marketing c. affordable method d. public relations e. advertising 61Page

7 . ' SECTION C Question Name and explain any 4 (four) consumer products. 8 Marks 3.2 Each product will have a life cycle, although its exact shape and length is not known in advance. Name and briefly explain the five stages in the PLC. 10 Marks 3.3 Name and define any 6 (six) price adjustment strategies. 12 Marks Question Name any 4 (four) key functions that members of the marketing channel perform. 4 Marks 4.2 Name and explain the 6 steps in developing effective marketing communications. 12 Marks 4.3 How would you describe the differences between a limited-service and a full-service retailer? 4 Marks Page

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9 NB! DETACH AND INSERT IT INTO YOUR ANSWER BOOKLET SECTION A Student no.... Mode of Study.... Lecturer's Name.... (10 Marks) SECTION B (20 X2 = 40 Marks) ~i~~~ ~------~--~ ~~2;16~~ ;~ [t~~ ~ r r------~ SI Page