Preliminary Certificate in Marketing 23 rd December, 2017 Examination PCM IV th Intake, 27 th Year

Transcription

1 Preliminary Certificate in Marketing 23 rd December, 2017 Examination PCM IV th Intake, 27 th Year Candidate s Registration Number (As per in the examination admission form / Student ID) For Examiner s use only Examiner s Comments Part One 1 st Marker 2 nd Marker Final Marks Question 01 Part Two Question No. Question 02 Question 03 Question 04 Question 05 Question 06 Question 07 Question 08 Question 09 Second Examiner s Comments Question 10 Question 11 Part Three Question No. Question 12 Question 13 Question 14 Question 15 Total

2 Instructions to Candidates Time: 0930 hrs 1230 hrs Duration: Three (03) hours There are three parts in this question paper. Part One This part has 40 multiple choice questions. It is a compulsory section. Candidates are expected to select the most suitable answer and tick the selected answer in the given box in the question paper itself. Part Two Candidates are expected to answer the questions in the space provided in the question paper. All answers are compulsory. Part Three Candidates are expected to answer only two questions out of four. Answers should be written in the additional supplementary answer sheets provided and they should be attached to the question paper itself. Other Instructions State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts. Always start answering a question on a new page. You are reminded that answers should not be written in pencil or red pen except in drawing diagrams. Answer the questions using: Effective arrangement and presentation Clarity of expression Logical and precise arguments Illegible hand writing will be penalised. Page 2 of 21

3 Question 01 Question 1.1 PART ONE Read the question and select the most appropriate answer Tick your choice in the given space Fill in the blank with the appropriate word. is driven by customer needs. An organization which adopts this philosophy puts the customer at the centre of all business decision-making and planning and examines their product offerings from the customer s viewpoint. a) Marketing orientation b) Sales orientation c) Product orientation d) Production orientation Question 1.2 Fill in the blank with the appropriate words. Marketing is a management process responsible for, anticipating and customers requirements profitably. a) Identifying and Satisfying b) Selling and Marketing c) Producing and Selling d) Marketing and Distributing Question 1.3 Fill in the blanks with the appropriate word: is a process that occurs within an organization whereby the functional process motivates, aligns, and empowers employees at all management levels to deliver a satisfying customer experience and molding the corporate culture. a) Production orientation b) Societal marketing c) Internal marketing d) Marketing communication Page 3 of 21

4 Question 1.4 The key elements of the marketing mix are: Question 1.5 a) Product, positioning, price and publics b) Product, price, place and political c) Product, price, place and promotion d) Product, price, publics and promotion Which of the following elements in the extended marketing mix refers to confirmation from a consumer s point of view: Question 1.6 a) Product b) Physical Evidence c) Process d) People Which of the following elements in the marketing mix refers to cost from a consumer s point of view: Question 1.7 a) Product b) Physical Evidence c) Price d) Promotion Which is not a probability sampling method? a) Quota sampling b) Simple random sampling c) Cluster sampling d) Stratified random sampling Page 4 of 21

5 Question 1.8 is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. a) Manufacturing process b) Physical evidence c) Marketing mix d) Product mix Question 1.9 Which of the following is not a primary data collection method? a) Secondary research b) Observational research c) Experimentation. d) Depth interviews Question 1.10 The decision making unit of a buying organization is called its buying centre. The buying centre consists of: a) Buyers, influencers, deciders, gatekeepers and users b) Researchers, influencers, deciders, buyers and users c) Researchers, buyers, deciders, influencers and users d) Buyers, researchers, deciders, gatekeepers and users Question 1.11 All the individuals and households who buy or acquire goods and services for personal consumption is referred to as: a) Consumer market b) Business market c) International market d) Industrial market Page 5 of 21

6 Question 1.12 Fill in the blank with the appropriate word with reference to bases of segmentation. is a process by which buyers are divided into groups based on variables such as gender, age, income and education. a) Behavioural segmentation b) Geographical segmentation c) Psychographic segmentation d) Demographic segmentation Question 1.13 Signal is a well-known brand in Sri Lanka and the positioning tool used for its toothpaste is strong teeth and prevention of decay. The positioning variable/tool used by Signal is known as: a) Product category leader b) Benefit positioning c) Quality/price positioning d) Unique selling proposition Question 1.14 Market targeting is a process of: a) Evaluating various segments and deciding how many and which ones to serve b) Designing the company s offer and image in the minds of the customers c) Subdividing the market into clusters of customers/consumers with similar needs d) None of the above Question 1.15 The five levels of a product are: a) Core product, actual product, basic product, augmented product and potential product b) Core product, actual product, new product, augmented product and potential product c) Core product, actual product, basic product, new product and potential product d) Core product, actual product, expected product, augmented product and potential product Page 6 of 21

7 Question 1.16 Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need is known as: a) Product b) Price c) Place d) Promotion Question 1.17 During the growth stage of the product life cycle, the key marketing objective of the organization would be: a) Offer product extensions b) Maintain brand loyalty c) Create awareness d) Stress differentiation Question 1.18 With reference to the new product development process, the first and the last stage of this process are: a) Idea generation and test marketing b) Idea screening and test marketing c) Idea generation and idea screening d) Idea generation and commercialization Question 1.19 A service organisation must consider the following service characteristics when designing its marketing programs: a) Intangibility, inseparability, variability, perishability and ownership b) Intangibility, inseparability, segmentation, differentiation and ownership c) Intangibility, inseparability, variability, targeting and differentiation d) Intangibility, differentiation, targeting, perishability and ownership Page 7 of 21

8 Question 1.20 The only element of the marketing mix which generates revenue to the organisation is: a) Process b) Product c) Price d) Promotion Question 1.21 Keells super chain of super markets tactically set lower prices on selected fast moving consumer products in order to attract consumers into their outlets in the hope that they will also end up buying other products at normal price. This Promotional pricing strategy is known as: a) Cash rebates b) Special event pricing c) Loss leader pricing d) Low interest deals Question 1.22 Fill in the blank with the appropriate word. A holds a contract to supply and market a product or service with the design or blueprint of the owner or originator of the product or service. a) Franchisee b) Modern Trade c) Broker d) Wholesaler Question 1.23 Fill in the blank with the appropriate word. sell direct to the final consumer and may either purchase direct from the manufacturer or deal with a wholesaler, depending on purchasing power and volume. a) Brokers b) Agents c) Retailers d) Wholesalers Page 8 of 21

9 Question 1.24 The set of activities consisting of order processing, materials handling, warehousing and inventory management used in the movement of goods from producers to consumers is known as: a) Physical distribution management b) Channels of distribution c) Transactional Value d) None of the above Question 1.25 Fill in the blank with the two appropriate words. The role of the place element of the marketing mix is to ensure that products and services are available to target customers in the and at the. a. Right place and right price b. Right place and right time c. Right price and right time d. Right price and right discounts Question 1.26 A producer who directs the marketing activities primarily through personal selling and trade promotions towards channel members to induce them to carry the product and to promote it to the final consumers is: a) A push strategy b) A public relations strategy c) A pull strategy d) A pricing strategy Question 1.27 The five (05) marketing communication/promotional mix elements an organisation could use to communicate with its target market are: a) Advertising, sales promotion, public relations, personal selling and direct marketing b) Advertising, sales promotion, distribution, personal selling and direct marketing c) Advertising, branding, public relations, personal selling and direct marketing d) Advertising, branding, public relations, distribution and direct marketing Page 9 of 21

10 Question 1.28 Fill in the blank with the appropriate word. consists of short-term incentives to encourage purchase or sales of a product or service. a) Advertising b) Public relations c) Sales promotion d) Direct marketing Question 1.29 ABC Automobile PLC Ltd is a car engine manufacturer whose products are used in the production of automobiles. Which of the following is likely to be its main method of promotion? a) Advertising b) Mobile marketing c) Personal selling d) Sales promotion Question 1.30 Fill in the blank with the appropriate word: is a set of practices that enables organisations to communicate and engage with their audience in an interactive and relevant manner through any mobile device. Question 1.31 a) Exhibition b) Personal selling c) Direct mail d) Mobile marketing With reference to developing an effective communications campaign, there are seven key stages. The first and the last stage of this process are: a) Designing the message and determining the communications objectives b) Identifying the target audience and measuring the communication results c) Determining the communications objective and establishing the budget d) Identifying the target audience and establishing the budget Page 10 of 21

11 Question 1.32 With reference to Ansoff s Matrix/Product-market expansion grid, the strategy of selling more of the existing products in existing markets is termed as: a) Product development b) Diversification c) Market development d) Market penetration Question 1.33 Fill in the blank with the appropriate words: are both essential if managers are to ensure that the plans are being implemented properly and that the outcomes are those expected. a) Marketing audit and SWOT analysis b) Planning and communication c) Evaluation and control d) Marketing audit and action plan Question 1.34 One of the most commonly used and well accepted audit tools in the marketing fraternity is known as: a) Profitability control b) Ansoff s matrix c) AIDA model d) SWOT analysis Question 1.35 A statement of intent that provide the basic direction for the overall activities of an organization in pursuit of its mission is known as: a) Market analysis b) Marketing objectives c) Corporate objectives d) Marketing audit Page 11 of 21

12 Question 1.36 XYZ Limited undertakes the following with regard to its performance for the year. - Customer surveys - Customer complaints - Consumer/Customer panels. Identify the type of marketing control being adopted by XYZ Ltd. a) Efficiency control b) Strategic control c) Profitability control d) Customer satisfaction Question 1.37 The written document or blueprint which is the outcome of the marketing planning process and which indicates how the organisation plans to achieve its marketing objectives, is known as: a) Sales forecasting b) Marketing diary c) Marketing plan d) Marketing tactics Question 1.38 Fill in the blank with the appropriate word. is a marketing technique for making a web page appear more frequently above others in a list of results from a search engine. a) Digital marketing b) Viral marketing c) Permission marketing d) Search Engine Optimization Page 12 of 21

13 Question 1.39 An online photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social networking services is known as: a) Facebook b) Instagram c) LinkedIn d) Twitter Question 1.40 Fill in the blank with the appropriate word. in the digital world is a term used for generating traffic and customers through organic means instead of paid advertisement. a) Earned media b) Paid media c) Big data d) None of the above (Total 40 Marks) Page 13 of 21

14 PART TWO Answer all questions in the given space Question 02 Explain the following concepts/terms. a) What is Production concept? b) What is Marketing Ethics? (04 Marks) Question 03 a) What is Relationship Marketing? Page 14 of 21

15 b) With reference to the ladder of customer loyalty, fill in the blanks in the correct order. A B F (04 Marks) (04 Marks) Question 04 a) Identify the key macro environmental forces:..... b) Briefly explain any two (02) micro environmental factors of your choice: b) (04 Marks) Page 15 of 21

16 Question 05 a) What is Secondary data? b) What is Primary data? c) Identify two (02) advantages and two (02) disadvantages in collecting primary data: Two advantages: Two disadvantages: (04 Marks) Question 06 a) What is positioning? b) Identify the five (05), key requirements (criteria) for effective market segmentation: (04 Marks) Page 16 of 21

17 Question 07 a) To ensure that pricing decisions are effective and consistent with the organisation s objectives, marketers should consider the five factors. Fill the boxes with the five factors: PRICING DECISIONS b) Briefly explain the following pricing strategies: Market skimming pricing strategy Psychological pricing strategy Question 08 (04 Marks) Briefly explain the three (03) levels of market coverage strategies with product examples an organization could use to reach the end customer as cost effectively and as efficiently as possible. a) Page 17 of 21

18 b) c) (04 Marks) Question 09 a) With reference to communication process model, fill in the blanks. Message Media _ Noise Page 18 of 21

19 b) Identify four (04) major forms/types of direct marketing tools a marketer could use to communicate with its target customers. (04 Marks) Question 10 a) Briefly explain two (02) different types of audit an organisation has to conduct and its key purpose. Marketing audit a).. b) (04 Marks) Page 19 of 21

20 Question 11 Briefly explain the following terms. a) What is permission marketing? b) What is extranet? (04 Marks) (10 Questions x 4 Marks) Total of 40 Marks Page 20 of 21

21 PART THREE Select 2 out of 4 questions and answer them in supplementary sheets. Attach your answer sheets to the question paper. Question 12 Briefly explain key stages of the consumer buying decision process with reference to a product of your choice. (10 marks) Question 13 Briefly explain with relevant product examples the four (04) major classifications of consumer products and list three (03) functions of packaging means to an organisation. (10 Marks) Question 14 Identify two (02) key characteristics of a successful salesperson and explain briefly the seven major steps in the selling process. (10 Marks) Question 15 Briefly explain the key stages of the marketing planning process and list two (02) factors/reasons as to why control is important in the marketing planning process. (10 Marks) (10 Marks x 2 Questions) (Total of 20 Marks) (Total Marks 100) - END - Page 21 of 21