Postgraduate Diploma in Marketing December 2017 Examination Discovering Marketing Essentials (DME)

Transcription

1 Postgraduate Diploma in Marketing December 2017 Examination Discovering Marketing Essentials (DME) Date: 14 December 2017 Time: 0830 Hrs 1130 Hrs Duration: Three (03) Hrs Total marks for this paper is 100 marks. There are three parts in this question paper. All questions in Part One and Part Two are COMPULSORY. Part One includes 20 Compulsory multiple-choice questions. Select the most appropriate answer from the given choices and mark it in the given space in the answer book. Part Two includes 06 Compulsory short answer questions. Part Three includes 02 Essay Type Questions. Answer only 01 Question from this part. Instructions to candidates 1 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 2. Always start answering a question on a new page 3. You are reminded that answers should not be written in pencil or red pen except in drawing diagrams 4. Answer the questions using: Effective arrangement and presentation Clarity of expression Logical and precise arguments Clear diagrams and examples where appropriate 5. Illegible hand writing and language errors will be penalised

2 PART ONE Read the question and select the most appropriate answer out of the four given choices. Tick your choice in the given space in the answer booklet. Question 01 Question 01.1 Fill in the blank with the appropriate word: suggests that organizations consider not only their customers and profits, but also the good and well-being of the society. a. Corporate social responsibility b. Product concept c. Selling concept d. Production concept Question 01.2 In order to satisfy customers in the long term, an organisation must: a. Produce a lot of cheap products b. Use a lot of attractive television and press advertisements c. Use consumer promotions to drive demand for weaker products d. Understand customer expectations Question 01.3 The actors and forces outside marketing management s ability to build and maintain successful relationships with target customers is referred to as: a. Internal environment b. Micro environment c. Macro environment d. Marketing environment Page 2 of 10

3 Question 01.4 Personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to talk about a product or organization is known as: a. Secondary research b. Telephone interviewing c. Focus group interviewing d. Observation research Question 01.5 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 01.6 All the individuals and units in an organisation that play a role in the purchase decision-making process are known as? a. Opinion leaders b. Buying centre c. Target market d. Trade union Question 01.7 Fill in the blank with the appropriate word. is arranging for a market offering to occupy a clear, distinctive and desirable place relative to competing products in the minds of the target consumers. a. Branding b. Targeting c. Positioning d. Segmentation Page 3 of 10

4 Question 01.8 A market coverage strategy in which a firm decides to target several market segments and designs separate offers for each is known as: a. Undifferentiated marketing b. Mass marketing c. Differentiated marketing d. Concentrated marketing Question 01.9 Fill in the blank with the appropriate word. 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 Which element of the marketing mix is used primarily to communicate with its customers? a. Place b. Process c. Promotion d. Price Question Describe the term classified for consumer products that customers, in the process of selecting and purchasing, usually compare carefully on suitability, quality, price and style prior to purchase: a. Shopping products b. Specialty products c. Convenience products d. Unsought products Page 4 of 10

5 Question Idea screening with regard to a new product development process is: a. Collection of information from stake holders to improve your business b. Picking the good ideas and dropping the poor ones as soon as possible c. The systematic search for new product ideas d. Developing the product concept into a physical product Question Setting a price based on the buyer s perceptions of value rather than on the seller s cost is known as: a. Competitor oriented pricing b. Value-based pricing c. Cost based pricing d. Break even analysis Question Fill in the blank with the appropriate TWO missing words: Value delivery network is made up of the company,, distributors, and ultimately who partner with each other to improve the performance of the entire system. a. Suppliers, customers b. Suppliers, intermediaries c. Competitors, customers d. Intermediaries, channels Question An ideal distribution strategy for convenience products such as toothpaste, milk powder etc. would be: a. Selective distribution b. Intensive distribution c. Exclusive distribution d. None of the above Page 5 of 10

6 Question An advertising objective is a specific communication task to be accomplished with a specific target audience. The three possible advertising objectives are: a. Informative, creative and reminder advertising b. Informative, persuasive and creative advertising c. Creative, persuasive and reminder advertising d. Informative, persuasive and reminder advertising Question The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives is known as: a. Marketing implementation b. Marketing planning c. Strategic planning d. Marketing analysis Question A statement of the organisation s purpose what it wants to accomplish in the larger environment is known as: a. Marketing audit b. Mission statement c. SWOT analysis d. BCG matrix Question The factors to be taken into account in conducting an external environment audit will consist the following: a. PESTEEL analysis, competitor analysis and market analysis b. Marketing, financial, managerial, production, information technology and human resources c. Product portfolio analysis, PESTEEL analysis, managerial and financial analysis d. PESTEEL analysis, company analysis and market analysis Page 6 of 10

7 Question An advantage gained over competitors by offering a superior performance through differentiation to provide superior customer value, is known as: a. Marketing myopia b. Competitive advantage c. Marketing intelligence d. Customer satisfaction (Total 20 Marks) Page 7 of 10

8 PART TWO This part includes SIX compulsory short answer questions Answer all questions. Question 02 Explain briefly the following concepts/terms: a) Production Concept b) Selling Concept c) Marketing myopia d) Customer satisfaction Question 03 (2.5 Marks x 4 Questions) (Total 10 Marks) a) Briefly explain the six (06) major forces of the company s macro environment. (06 Marks) b) Identify the differences between: i. Primary data collection methods and secondary data collection methods ii. Question 04 Consumer market and business market (2 Marks x 2 Questions) (Total 10 Marks) Identify and briefly explain the five (05) stages in the Consumer buyer decision process. (Total 10 Marks) Question 05 a) Briefly explain the following terms: i. Market Segmentation ii. Market Targeting (02 Marks) b) Briefly explain four (04) bases of segmenting a consumer market stating relevant product examples of your choice. (08 Marks) (Total 10 marks) Page 8 of 10

9 Question 06 a) Product planners need to think about products and services on three levels. Briefly describe the three (03) levels of a product. (06 Marks) b) Explain the following terms: i. Brand ii. Packaging (04 Marks) (Total 10 marks) Question 07 a) Briefly explain the two (02) broad pricing strategies an organisation could use in the introduction stage of the product life cycle or when introducing new products. (06 Marks) b) Identify and discuss four (04) major forms of direct marketing. (04 Marks) (Total 10 Marks) (Total 60 Marks) Page 9 of 10

10 PART THREE This part includes TWO essay type questions Answer only ONE question from this part. Question 08 a) Explain the key stages/steps in the selling process. (14 Marks) b) Explain four (04) common methods used to set the total budget for advertising. (06 Marks) (Total 20 Marks) Question 09 a) Explain the four (04) product/market expansion grid strategies for identifying growth opportunities for the organisation. (10 Marks) b) Explain why companies use marketing channels and discuss six (06) functions these channels perform in order to add value. (10 Marks) (Total 20 Marks) (Total 100 Marks) -END- Page 10 of 10