Preliminary Certificate in Marketing 30 th September, 2017 Examination PCM III th Intake, 27 th Year

Transcription

1 Preliminary Certificate in Marketing 30 th September, 2017 Examination PCM III 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 PART ONE Read the Question and Select the Most Appropriate Answer Tick Your Choice in the Given Space Question 01 Question 1.1 According to Philip Kotler, Marketing is the process by which companies customers and build strong customer relationships in order to capture value from customers in return. Question 1.2 a) Improve production facilities for b) Deliver products to c) Create value for d) Organise social events for An advantage gained over competitors by offering a superior performance through differentiation to provide superior customer value, or by managing to achieve lowest delivered cost is known as; Question 1.3 a) Marketing myopia b) Competitive advantage c) Marketing intelligence d) Customer satisfaction is the process of creating, building and managing long-term relationships with customers, distributors and suppliers. It aims to change the focus from getting customers to keeping customers. a) Transactional Marketing b) Competitive advantage c) Relationship Marketing d) Customer satisfaction Page 3 of 21

4 Question 1.4 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 moulding the corporate culture is referred to as; a) Internal Marketing b) Advertising c) Relationship Marketing d) Marketing mix Question 1.5 Which is the correct statement in relation to the Ladder of Customer Loyalty? a) Advocate is someone who does not recommend you to others b) Prospect is someone whom you believe may be persuaded to do business with you c) The ladder of customer loyalty s first rung consists of Client d) A supporter is someone who has done business just once with your organization Question 1.6 What is Ecological Environment issue relevant to marketing? a) Resources depletion b) Pollution concerns c) Health related concerns d) All the above Question 1.7 Which micro environmental factor is missing from the list: suppliers, distributors, public, and competitors? a) Demographic b) Staff c) Customers d) Political 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 Marketers tend to collect primary data AFTER collecting secondary data because; a) Primary data is expensive and time consuming and it makes sense to seek information from secondary data and if inadequate to collect primary data b) Primary data is freely available c) Secondary data is data collected from consumers specifically for the project d) Primary data is inexpensive and not useful for decision making Question 1.10 The first stage of the marketing research process is; a) Collection of data b) Data analysis and interpretation c) Designing the research plan d) Defining the problem and setting specific objectives Question 1.11 a) A consumer market means all the individuals and households who buy goods and services use it for personal consumption b) The individual or an organization that actually uses the product or consumes is referred to as the Customer From the above statements a) Only Statement a. is correct b) Only Statement b. is correct c) Both Statements are correct d) Both Statements are incorrect Page 5 of 21

6 Question 1.12 The decision making unit of a buying organization is called its buying centre. The buying centre consists of; a) Users, Customers, Influencers, Buyers and Deciders b) Users, Influencers, Buyers, Deciders and Gatekeepers c) Users, Influencers, Competitors, Deciders and Customers d) Users, Influencers, Competitors, Customers and Gatekeepers Question 1.13 Which of the following statements is incorrect? a) Undifferentiated marketing equals mass marketing b) Differentiated marketing equals segmented marketing c) Individual marketing equals to mass marketing d) Concentrated Marketing equals to focused marketing Question 1.14 Which of the following statement is correct? a. Positioning is the final stage in the overall process of target marketing b. A strategy, in which an organization decides to ignore market segment differences and target the whole market with one offer is known as customized marketing. a) Only statement a. is correct b) Only statement b. is correct c) Both statements are correct d) Both statements are incorrect Page 6 of 21

7 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 Question 1.16 Fill in the blank with the appropriate word. The product mix is sometimes called the, and it consists of all the products or services that a company offers to its customers. a) Marketing mix b) Physical distribution management c) Product assortment d) Intangible product Question 1.17 The five stages of the Product life cycle are; a) Development, introduction, growth, maturity and decline b) Development, diversification, growth, maturity and decline c) Development, introduction, growth, maturity and diversification d) Development, diversification, growth, maturity and decline Question 1.18 The (04) four key steps in building a brand in the brand development process are; a) Brand recognition, brand acceptance, brand awareness and brand loyalty b) Brand recognition, brand acceptance, brand preference and brand awareness c) Brand recognition, brand acceptance, brand preference and Brand loyalty d) Brand recognition, brand awareness, brand preference and Brand loyalty Page 7 of 21

8 Question 1.19 A pricing strategy, whereby prices are set to induce customers to purchase goods based on their emotional rather than on rational reactions is referred to as; a) Cost based pricing b) Internal oriented pricing c) Psychological pricing d) Breakeven analysis Question 1.20 Which Pricing Strategy is more suitable when a truly innovative product is introduced to the market which does not have any substitutes? a) Market skimming pricing strategy b) Market penetration pricing strategy c) Loss leader pricing strategy d) Cost - plus pricing strategy Question 1.21 Which of the following statements are correct? a. Price is the only element of the marketing mix which generates revenue (all other elements represent cost) b. Price is the not the most flexible element of the marketing mix a) Only statement a. is correct b) Only statement b. is correct c) Both statements are correct d) Both statements are incorrect Question 1.22 Intermediaries such as supermarkets stocking a wide variety of goods for households such as groceries, food items, personal care products, confectionary, and consumer durables are known as; a) Franchisees b) Distributors c) Modern Trade d) Agents Page 8 of 21

9 Question 1.23 A set of activities - consisting of order processing, materials handling, warehousing, inventory management and transportation - used in the movement of products from producers to consumers, or end users is known as; a) Exclusive distribution b) Physical distribution management c) Channel management d) Process management Question 1.24 An Intermediary who sells directly to the final consumer is known as; a) Wholesalers b) Retailers c) Brokers d) None of the above Question 1.25 Fill in the blank with the two appropriate words; The role of distribution 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 The first and the last steps/stages in the selling process in the correct sequence are; a) Prospecting and qualifying and approach b) Pre-approach and handling objections c) Prospecting and qualifying and follow-up d) Approach and follow-up Page 9 of 21

10 Question 1.27 Fill in the blank with the appropriate word with reference to setting advertising objectives; becomes more important as competition increases. Here, the company's objective is to build selective demand. a) Reminder advertising b) Informative advertising c) Persuasive advertising d) Direct marketing Question 1.28 You are in the process of planning the appropriate promotion mix elements for a business-tobusiness product (B2B) targeted at business organisations. Which of the following elements of the promotion mix would be most appropriate; a) TV advertising, sales promotion and consumer fairs b) Personal selling, trade fairs and trade magazine advertising c) Trade fairs, Posters and TV advertising d) Public relations, TV and radio advertising Question 1.29 This model was essentially developed to aid the sales force in their selling process. However, marketers use this model effectively in taking the consumer through an effective communication process in order to achieve its communication objectives. This model is known as; a) SWOT Analysis b) AIDA Model c) Maslow s Model d) Ansoff s Model Question 1.30 A producer who directs marketing activities towards channel members primarily through personal selling and trade promotions in order to induce them to carry the product and to promote it to final consumers is adopting; Page 10 of 21

11 a) A push strategy b) A pull strategy c) Public relations strategy d) None of the above Question 1.31 In selecting the communication channels, the marketer has two broad choices/types. The two broad types of communication channels are referred to as; a) Personal and non-personal channels b) Personal and marketing channels c) Marketing and non-personal channels d) None of the above Question 1.32 Building and maintaining relations with legislators and government officials to influence legislation and regulation is referred to as; a) Communication b) Lobbying c) Sales promotion d) Direct Marketing Question 1.33 One of the most commonly used and well accepted audit tools in the marketing fraternity is known as; a) Growth matrix b) Ansoff s matrix c) Decision making unit d) SWOT analysis Page 11 of 21

12 Question 1.34 Company ABC 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 company ABC Ltd. a) Profitability control b) Customer satisfaction c) Market control d) Strategic control Question 1.35 a. A marketing objective is a clear statement of what the organization is going to achieve through its marketing activities b. A marketing budget is a comprehensive, systematic, independent and periodic examination process of a company s marketing activities From the above a) Both statements are correct b) Both statements are incorrect c) Only the statement a. is correct d) Only the statement b. is correct Question 1.36 Fill in the blank with the appropriate word. are both essential if managers are to ensure that the plans are being implemented properly and that the outcomes are those expected. a) Evaluation and control b) Marketing strategy and forecasting c) Marketing objectives and strategies d) Marketing objectives and forecasting Page 12 of 21

13 Question 1.37 The statements of intent that provide the basic direction for the overall activities of an organization in pursuit of its mission is termed as: a) Corporate objectives b) Sales objectives c) Marketing objectives d) Sales forecasting Question 1.38 Which one of the following is NOT a digital platform used to reach customers via digital technologies in a cost-effective manner. a) marketing b) Hoardings c) Mobile marketing d) Interactive TV marketing Question 1.39 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) Social media b) Digital marketing c) Search engine optimization d) Permission marketing Question 1.40 a. Viral marketing, or a friend, is another form of word of mouth, or word of mouse, marketing. b. Digital marketing is essentially the use of traditional media to communicate and reach your target audience. From the above statements which are correct? a) Only statement a. is correct b) Only statement b. is correct c) Both statements are correct d) Both statements are incorrect (Total 40 Marks) Page 13 of 21

14 PART TWO Question 02 Answer All Questions in the Given Space a) Explain the following terms: Customer satisfaction Marketing ethics b) Fill the blanks with the emphasis of the relevant orientations. Concept / Orientation Production Orientation Product Orientation Emphasis/Aims Profitability through Profitability through (04 Marks) Page 14 of 21

15 Question 03 From the buyer s viewpoint, the age of customer relationships, the seven P s might be better described as the Seven C s. Identify the relevant sellers view -7Ps. Sellers View (7P s) Buyer s View (7C s) Customer Value Cost Communication Convenience Co-ordination Confirmation Consideration. (04 Marks) Question 04 a) Identify the FOUR main sources of primary data collection methods and briefly explain any one source Primary Data Collection Page 15 of 21

16 Question 05 (04 Marks) A consumer s buying decision process consists of five stages. Fill the boxes in the correct sequential order and briefly explain the first stage. A B C D E Question 06 (04 Marks) a) What is market segmentation?. Page 16 of 21

17 b) Identify and briefly explain the two (02) key variables or bases of segmenting a consumer market stating relevant product examples. Question 07 Page 17 of 21 (04 Marks) Products bought by final consumers for personal consumption is termed as Consumer products. Marketers usually classify these products on how consumers go about buying them. Identify and briefly explain two (02) types of consumer products stating product examples. I ii (04 Marks)

18 Question 08 a. What is Price?.... b. In order to ensure that pricing decisions are effective and consistent with the organisation s objectives, marketers should consider the five Cs of pricing. Fill in the boxes of these five elements that represent the critical factors influencing pricing decisions. PRICING DECISIONS I II III IV V (04 Marks) Question 09 Market coverage, is about reaching the end customer as cost effectively and as efficiency as possible while maximizing customer satisfaction. a)..... Page 18 of 21

19 b)... c) (04 Marks) Question 10 Briefly explain two different types of audit an organisation has to conduct and its purposes. MARKETING AUDIT I II. a) Page 19 of 21

20 b) (04 Marks) Question 11 Briefly explain the following terms: a. What is social media?.... b. Identify FOUR (04) key advantages of using digital marketing I.. II. III. IV. (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 Explain briefly the three (03) key components of the marketing concept and list three (03) difficulties in implementing the marketing concept to an organization. (10 Marks) Question 13 Briefly explain the difference between primary and secondary data and explain marketing information systems and its key elements with the aid of a diagram. Question 14 (10 Marks) Briefly explain the key stages of the new product development process and identify two (02) reasons for introducing new products. Question 15 (10 Marks) Describe briefly the range of marketing communication mix elements that an organisation could use in order to communicate its value to its target markets. (10 Marks) (10 Marks x 2 Questions) (Total of 20 Marks) (Total Marks 100) - END - Page 21 of 21