Professional Certificate in Marketing (Level 4)

Transcription

1 Professional Certificate in Marketing (Level 4) 520 Marketing Essentials Time: 14:00 17:00 Date: 4 December 2012 Three Hours Duration This examination is in TWO compulsory parts. Part A has FIVE compulsory short answer tasks and is worth 40% of the final mark. It is recommended that you spend approximately ONE hour on Part A. Part B comprises THREE compulsory extended answer tasks and is worth 60% of the final marks. It is recommended that you spend approximately TWO hours on Part B, including time for using the appropriate format, planning and checking your answers. You are required to give your answers to PART A and PART B in the CIM answer book provided. DO NOT repeat the task in your answer, but show clearly the number of the task attempted on the appropriate pages of the answer book. Please start PART B on a new page. Rough work and notes must be written in the answer book or on supplementary sheets and must be clearly identified. The Chartered Institute of Marketing 2012

2 Marketing Essentials Examination December 2012 MARKETING ESSENTIALS PART A Answer All Tasks (40%) It is recommended that you spend approximately ONE hour on Part A. Task One Define the following terms: internal environment sales orientation autocratic leadership innovator. (Total for Task One 8 marks) Task Two a. Identify and explain TWO stages of the product life cycle (PLC). b. Outline TWO limitations of an organisation using the product life cycle (PLC) model. (2 Marks) c. Describe the purpose of a marketing audit. d. Identify and explain TWO key areas of the marketing audit. (Total for Task Two 8 marks)

3 Professional Certificate in Marketing Task Three a. Explain why a large retail chain store should act in an ethical and socially responsible manner. b. Outline how acting in a socially responsible manner can help to develop relationships with the community and with customers. (Total for Task Three 8 marks) Task Four a. Explain the stages of the new product development (NPD) process with reference to a mobile phone manufacturer. b. Provide TWO reasons why the mobile phone manufacturer would develop a new product and/or service. (Total for Task Four 8 marks) Task Five a. Identify TWO of the factors that may make it difficult for an organisation to become marketing orientated. b. Explain the importance of marketing s cross-functional role within a marketing orientated organisation. (Total for Task Five 8 marks) (Total for Part A 40 marks)

4 Marketing Essentials Examination December 2012 PART B Business/Organisational Situation/Scenario Answer All Tasks (60%) It is recommended that you spend approximately TWO hours on Part B. It is important you follow the instructions on format, as marks will be awarded for presentation and formatting. Task Six You are the Marketing Assistant for a global not-for-profit (NFP) organisation and your manager is currently renewing its brand position. Using an organisation of your choice, write a briefing paper that: a. explains the concept of a brand (6 marks) b. recommends how the 7Ps of the marketing mix should be used to support this brand. Format and presentation. (12 marks) (Total for Task Six 20 marks) Task Seven Your organisation, Panther Inc., manufactures sports and fashion clothing and is in the process of developing its marketing plan. As part of this process, your Marketing Director has asked you to produce a report that: a. outlines the structure of a marketing plan and describes the key aspects that need to be included in the marketing plan for Panther Inc. b. suggests THREE methods that Panther Inc. should use to monitor and control the performance of its products. Format and presentation. (12 marks) (6 marks) (Total for Task Seven 20 marks)

5 Professional Certificate in Marketing Task Eight You work for a consortium of growers who provide a range of fruit and vegetables and are looking to develop their business. You have been asked by your manager to produce an which will be sent to all consortium members, that: a. identifies the various distribution channels that the organisation operates b. explains the factors that influence the selection of these channels. Format and presentation. (10 marks) (8 marks) (Total for Task Eight 20 marks) (Total for Part B 60 marks) END OF EXAMINATION

6 Marketing Essentials Examination December 2012

7 Professional Certificate in Marketing

8 Moor Hall Cookham Maidenhead Berkshire, SL6 9QH, UK Telephone: Facsimile: Website: Marketing Essentials Examination December 2012