Answer ALL questions within Section A and TWO questions within Section B.

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1 UNIVERSITY OF EAST ANGLIA Norwich Business School January PG Examination STRATEGIC MARKETING MANAGEMENT NBS-7025A Time allowed: 2 hours Answer ALL questions within Section A and TWO questions within Section B. Section A - Choose one answer for each question. Mark your answers on the answer grid provided. Section B - Write each answer on the answer sheet provided. Read all instructions and questions carefully before attempting them Make sure to write your student number on all papers before handing them in Attach all papers together before handing them in Dictionaries are prohibited in this examination Notes are not permitted in this examination. Do not turn over until you are told to do so by the Invigilator. NBS-7025A Module Contact: Dr Jonathan Wilson, NBS Copyright of the University of East Anglia Version 1

2 Page 2 SECTION A 1. Marketing can best be defined as which of the following? A. Designing new products and product improvements. B. Identifying and satisfying customer needs. C. Investing in new distribution channels. D. Organising promotion campaigns. 2. Which of the following comes first in the marketing planning process? A. Create an appropriate marketing mix. B. Undertake monitoring and control. C. Undertake a marketing audit. D. Evaluation and Control. 3. Which of the following authors wrote the seminal article Marketing Myopia? A. Tom Peters. B. Theodore Levitt. C. Philip Kotler. D. Michael Porter. 4. Which of the following is most useful when evaluating an organisation s internal environment? A. Customer prospects. B. Opportunities and threats. C. Strengths and weaknesses. D. Customer segmentation. 5. A hotel has improved its online booking system which has led to a reduction in online booking times for customers of more than 25%. It has achieved this by focusing on which element of the marketing mix? A. Prices. B. Process. C. Product. D. People.

3 Page 3 6. What are the 5 Ps of strategy? A. Plan, Pattern, Position, Perspective, Ploy B. Plan, Place, Pattern, Position, Ploy C. Plan, People, Pattern, Perspective, Ploy D. People, Pattern, Place, Position, Perspective 7. Which of the following best describes strategy? A. Making organisational decisions on a daily basis. B. Implementing marketing promotions. C. Short-term thinking. D. The long-term direction of an organisation. 8. Which of the following makes a successful strategy? A. Clear, consistent, long-term goal. B. Objective appraisal of resources. C. Profound understanding of the competitive environment. D. All of the above. 9. What are considered as the three levels of strategy? A. Operational, Marketing, Corporate. B. Operational, Business, Corporate. C. Business, Functional, Corporate. D. Departmental, Operational, Corporate. 10. When applying the Ansoff Matrix to review a firm s corporate strategic direction, an existing product/service in an existing market is referred to as which of the following: A. Market development strategy. B. Diversification strategy. C. New product development strategy. D. Market penetration strategy. TURN OVER

4 Page Which of the following best describes Rolls Royce s (motor vehicle manufacturer) marketing strategy? A. Differentiated. B. Undifferentiated. C. Concentrated. D. Aggressive. 12. The Body Shop is a well-known cosmetics brand against testing on animals and supports community projects, in particular, community trade. Which of the following marketing orientations best describes the Body Shop. A. Production. B. Societal. C. Product. D. Sales. 13. According to Abraham Maslow s Hierarchy of needs, what is the fifth step in the hierarchy? A. Self-actualisation. B. Safety needs. C. Esteem needs. D. Physiological needs. 14. XYZ Plc is considering undertaking an external environmental analysis. What are the five external environmental categories the firm must take into account when formulating its strategy? A. Demographic, Social and Cultural, Ethic, Economic, Technological. B. Political, Social and Cultural, Legal, Global, Economic. C. Demographic, Social and Cultural, Economic, Political, Technological. D. Demographic, Legal, Ecological, Economic, Political. 15. According to the Growth-Share Matrix (Boston Matrix), a successful product with a high market share in a rapidly growing market, is described as which of the following: A. Dog. B. Cash Cow. C. Question Mark. D. Star.

5 Page Strategic Marketing Planning (SMP) is concerned with providing answers to which of the following three questions. A. Where are we now? Where do we want to go? How do we get there? B. Where are we now? How do we get there? How do we ensure arrival? C. Where do we want to go? How do we get there? How do we evaluate strategy? D. Where do we want to go? How do we get there? Why did we get there? 17. Based on the classification of adopter strategies, innovators represent what percentage of persons adopting? A. First 10% B. First 2.5% C. First 15% D. First 35% 18. Which of the following is a psychographic segmentation variable? A. Age. B. Personality. C. Rural. D. Social class. 19. What are the three major influences on consumer buying behaviour? A. Situational, Environmental, Personal. B. Situational, Personal, Ecological. C. Situational, Personal, Social. D. Personal, Environmental, Social. 20. Which of the following is a type of demographic segmentation? A. Nationality. B. Type of property. C. Benefits sought. D. Perceptions. TURN OVER

6 Page Which of the following is a criticism of the marketing mix? A. It is externally directed and ignores the internal market. B. It takes a mechanistic view about markets. C. It assumes a transactional exchange rather than a relationship. D. All of the above. 22. The New Product Develop (NPD) process typically begins with which stage? A. Testing. B. Exploration. C. Commercialisation. D. Development. 23. How many stages does the NPD process typically involve? A. 3. B. 4. C. 6. D A Price Skimming Strategy is based on what type of approach to pricing? A. High price. B. Low price. C. Discounting. D. Guarantees. 25. A Price Penetration Strategy is based on what type of approach to pricing? A. Discounting. B. Psychological. C. High. D. Low. 26. Which of the following is NOT one of the 4Ps of the marketing mix? A. Product. B. Price. C. Promotion. D. Politics.

7 Page Which of the following is one of the 3 additional Ps associated with Services marketing? A. Process. B. Place. C. Perspective. D. Ploy. 28. What is considered as the second step in the organisational buying process? A. Need recognition. B. Information search. C. Purchase decision. D. Post-purchase evaluation. 29. Which of the following best describes benchmarking? A. A type of strategic model. B. A means of analysing environmental changes within a market. C. A means of understanding how a competitor compares with others typically competitors. D. A means of determining which company is the most competitive within a market. 30. Which of the following is NOT an advantage of a strategic alliance? A. Conflict between partners. B. Learning. C. Flexibility. D. Risk-sharing. 31. Which of the following types of channel coverage best describes magazine sales? A. Exclusive. B. Intensive. C. Selective. D. Niche. TURN OVER

8 Page Which of the following is an advantage of a Vertical Marketing System (VMS)? A. Marketing Control. B. Loss of incentive. C. Inflexibility. D. Investment requirements. 33. Which of the following is NOT a type of strategic orientation? A. Product. B. Production. C. Diversification. D. Societal. 34. Which of the following is most useful when evaluating an organisation s external environment? A. Opportunities and threats. B. Customer records. C. Internal marketing. D. Employee retention. 35. Which of the following accurately reflects the stages of the Product-life cycle (PLC)? A. Introduction, growth, maturity, stagnation. B. Introduction, growth, decline, dissolution. C. Testing, introduction, maturity, decline. D. Introduction, growth, maturity, decline. 36. Combining elements of both traditional and digital marketing communications is often referred to as which of the following: A. Content marketing. B. Integrated marketing. C. Social media marketing. D. Innovative marketing.

9 Page Which of the following is an example of promotion. A. Personal selling. B. Physical evidence. C. Market research. D. Marketing planning. 38. ABC plc manufactures tyres and sells its products to selected retailers. This is an example of which of the following: A. B2C marketing. B. Relationship marketing. C. B2B marketing. D. Business networks. 39. What does SBU stand for? A. Strategic Business Unit. B. Strategic Benefit Unit. C. Sales Benefit Unit. D. Sales Business unit. 40. What are commonly referred to as the three levels of a product? A. Core, tangible, augmented. B. Core, actual, adapted. C. Core, actual, augmented. D. Core, tangible, intangible. TURN OVER

10 Page 10 SECTION B 41. Based on a company of your choice. Identify external factors that you believe will affect customer buying behaviour/user behaviour over the next THREE years, and evaluate the impact this change in customer buying behaviour/user behaviour will have on the organisation s revenue stream. (30 marks) 42. You work for a small Norwich based marketing agency called Purple Sheep Marketing. You have been approached by a local travel company about its client brief. In essence, the nature of the brief involves your agency providing a strategic marketing plan for the client. Discuss each stage of the strategic marketing planning process, including some of the marketing and strategic tools you might use when compiling the plan. (30 marks) 43. McCarthy s marketing mix is a well-known marketing tool used by marketers. Discuss the benefits and criticisms associated with the marketing mix. Justify your answer. (30 marks) 44. Based on a company of your choice. Discuss a company that you believe engages in societal marketing orientation. Use examples of societal marketing from your chosen company and justify your answer. (30 marks) END OF PAPER