POLYTECHNIC OF NAMIBIA

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1 POLYTECHNIC OF NAMIBIA SCHOOL OF MANAGEMENT SCIENCES DEPARTMENT OF MARKETING& LOGISTICS BACHELOR OF MARKETING (07BMAR & OTHER PROGRAMMES) INTRODUCTION TO MARKETING AND ITS ENVIRONMENT SUBJECT CODE: IME511 S DATE: June 2014 DURATION: 2 Hours MARKS: 100 EXAMINERS: MS. G KARITA FT MR. S.TJITAMUNISA FT MS. L. FOTOLELA FT MS. A. SHIMUAFENI PT MS. D. DUMENI PT MS. K. NAMUNYEKWA PT MS. L. MUPOPIWA PT MR. N. KAPERE Dl MS. F. KAKORO-GOWASES Dl MS. R. KAT JIPU Dl MR. P. MWEYA Dl MODERATOR: Mr. V.O. Somosu 1st OPPORTUNITY EXAMINATION QUESTION PAPER (This paper consists of 10 pages including this front page) INSTRUCTIONS This paper consists of two (2) sections (A & B) Answer ALL Questions under each Section Use the tables provided on page [1 0] to answer Question 1 and 2 respectively: Detach and insert into your answer booklet Write as legible as possible, and as precise as possible Read each question carefully Allocate your time appropriately GOOD LUCK! lipage

2 SECTION A QUESTION 1 Multiple choice questions Choose the correct answer and use the table provided on [page 10] to answer these questions, detach and insert it into your answer booklet. 1.5 marks shall be awarded for each correct answer. [1.5 x 30 = 45 Marks] 1.1 Which step of the marketing process lets the company reap the rewards of its strong customer relationships? A. Building customer relationships B. Understanding the marketplace and customer needs C. Capturing value from customers D. Designing a customer-driven marketing strategy E. Capturing value from suppliers F. Designing a customer-driven customer strategy 1.2 Which is correct? A. Observational research is the gathering of secondary data by learning relevant people, actions, and situations. B. Observational marketing is the gathering of primary data by teaching relevant people, actions, and situations. C. Ethnographic research is the gathering of primary data by observing relevant people, actions, and situations. D. Observational research is the gathering of primary data by observing relevant people, actions, and situations. E. Observational research is the gathering of quantitative data by observing relevant people, actions, and situations. F. Observational research is the gathering of qualitative data by observing relevant people, actions, and situations. 1.3 The concept holds that consumers will favor products that are available and highly affordable. A. Product B. Selling C. Marketing D. Place E. Production F. Societal 1.4 Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers? A. The cultural environment B. Target markets C. The marketing mix D. Traditional markets E. The marketing environment F. The marketing arcades 21Page

3 1.5 Dissonance-reducing buying behavior occurs in situations characterized by consumer involvement where there is little difference among brands. A. Mild B. Slight C. High D. Small E. Low F. Moderate 1.6 What is customer equity? A. The total combined customer lifetime values of all of the company's current and potential customers. B. The present value of the future cash flows attributed to the customer relationship. C. The difference between what a customer gets from a product, and what he or she has to give in order to get it. D. Customer's perceived opinion of a product's value to him or her. E. The total combined customer lifetime values of all of the company's current customers. F. The total combined customer transactional values of all of the company's current and potential customers Which of the following depends on the product's perceived performance relative to a buyer's expectations? A. Customer-generated marketing B. Customer retention C. Customer-managed relationships D. Customer-perceived value E. Customer satisfaction F. Customer perception 1.8 is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace. A. Customer intelligence B. Customer information systems C. Intelligent marketing D. Marketing information systems E. Marketing intelligence F. Secondary data 1.9 is the degree to which the innovation fits the values and experiences of potential consumers. A. Divisibility B. Distortion C. Compatibility D. Complexity E. Retention F. Relative advantage 3IPage

4 Which is correct? A Suppliers often reveal intelligence information through their annual reports, business and publications. B. Competitors often reveal intelligence information through their annual reports, business publications, trade show exhibits, and Web pages. C. Intermediaries often reveal intelligence information through their annual reports, business publication and Web pages. D. Customers often reveal intelligence information through their annual reports, business publications, internal marketing systems, trade show exhibits, and Web pages. E. Government often reveals intelligence information through their annual reports, business publications and trade show exhibits. F. Distributors often reveal intelligence information through their internal reports, business publications, trade show exhibits, and Web pages Which is the first step in the marketing process? A Designing a customer-driven marketing strategy. B. Preparing an integrated marketing plan and program. C. Understanding the marketplace and customer needs. D. Building new customer relationships. E. Creating customer needs for segmentation F. Preparing an integrated research plan With mature consumerism and environmentalism movements, marketers are called to develop. A Consumer-generated marketing B. Sustainable marketing practices C. Customer-managed relationships D. Selling oriented practices E. Market-oriented practices F. Customer-marketing relationships 1.13 is the degree to which the innovation may be tried on a limited basis. A Communicability B. Compatibility C. Companionability D. Divisibility E. Intricacy F. Complex 1.14 is one of the three types of objectives a given marketing research project may have. A Description B. Distinctive C. Descriptive D. Distractive E. Divertive F. Discretion 41Page

5 1.15 The concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare. A. Responsibility marketing B. Societal marketing C. Selling D. Promotional E. Product F. Cultural 1.16 Databases are electronic collections of consumer and market information obtained from data sources within the company A. Market B. Consumer C. Network D. Marketing E. Unit F. Development 1.17 In a marketing information system, the second step is A. Distributing data to managers B. Forming focus groups C. Collecting all relevant data D. Developing the needed information E. Assessing users' information needs F. Developing needed information 1.18 The research approaches used to gather primary data are,, and A. Surveys; observations; historic reviews B. Observations; surveys; databases C. Surveys; experiments; historic reviews D. Observations; experiments; surveys E. Experiments; databases; surveys F. Experiments; databases; questionnaires 1.19 Economic, technological, and cultural forces are all in the stimulus-response model of buyer behavior. A. Buyerresponses B. Buyer replies C. Stimuli D. Components of the buyer's decision process E. Buyer variables F. Buyer characteristics 1.20 Marketing help the company to promote, sell, and distribute its products to final buyers. A. Intermediaries B. Suppliers C. Customers SI Page

6 D. Professionals E. Shoppers F. Clients 1.21 Mr. Shivute works for a wholesale company called Continental No. 7 Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market? A. Business B. Reseller C. Government D. Consumer E. Purchaser F. Wholesale 1.22 Marketing managers must watch supply availability including supply shortages or delays, labour strikes, and other events that can cost sales in the short run and damage in the long run. A. Value B. Delivery C. Customer satisfaction D. Price E. Products F. Distribution 1.23 Marketing stimuli consist of the marketing mix. Which is not one of these? A. Product B. Promotion C. People D. Politics E. Processes F. Price 1.24 Which of the following is part of the economic environment? A. Income distribution B. Decree C. Legislation D. Social responsibility E. Shifting family profiles F. Regulations 1.25 A is a need that is sufficiently pressing to direct the person to seek satisfaction. A. Direction B. Want 6IPage

7 C. Lack D. Motive E. Craving F. Passion 1.26 Political environment consists of laws, government agencies, and that influence or limit various organizations and individuals in a given society A. Reference groups B. Consumer groups C. Pressure groups D. Aspiration groups E. The United Nations F. Opinion leaders 1.27 Perception is the process by which people select,, and interpret information. A. Distort B. Remember C. Recollect D. Organise E. Recognise F. Retain 1.28 Selective is the tendency of people to interpret information in a way that will support what they already believe. A. Retention B. Attention C. Interpretation D. Distortion E. Preservation F. Consideration 1.29 To exercise their social responsibility and build more positive images, many companies are now linking themselves to marketing. A. Viral B. Cause-related C. Proactive D. Responsive E. Reactive F. Consumer-generated 1.30 The premise is that people's possessions contribute to and reflect their identities or sense of self; that is, "we are what we buy." A. Behaviour concept B. Secondary self-concept C. Black box D. Subordinate E. Basic self-concept F. Maslow's 71Page

8 QUESTION 2 True or False Questions Use the table provided on [page 10] to answer these questions, detach and insert it into your answer booklet. 1 Marks shall be awarded for each correct answer. (10 Marks) 2.1 In recent years, marketing also has become a major part of the strategies of many not-for profit organizations such as colleges, hospital, cinemas, zoos, hotels, orchestras and even churches. True or False? 2.2 The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. Marketing information derive its value from product insights. True or False? 2.3 Critics charge that a company's marketing practices can harm other companies and reduce competition. These problems include the acquisitions of competitors, marketing practices that create barriers to entry, and unfair competitive marketing practices. True or False? 2.4 Panarottis' database contains customer data gleaned from phone orders, online orders, and point-of-sale transactions. This is an example of marketing intelligence. True or False? 2.5 Improving the quality of marketing decisions is one reason why companies don't get involved in marketing research. True or False? 2.6 Relationship Marketing has the dual focus of obtaining and maintaining customers. True or False? 2.7 Convenience samples are samples that require judgement as to who should represent the population. True or False? 2.8 Truly sustainable marketing requires a smooth-functioning marketing system in which consumers, companies, public policy makers, and others work together to ensure socially responsible and ethical marketing actions. Unfortunately, however, the marketing system doesn't always work smoothly. True or False? 2.9 Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. True or False? Many critics charge three factors lead to higher prices namely: High Costs of Distribution, High Advertising & Deceptive Promotion Costs and Excessive Mark-ups. True or False? SI P ag e

9 SECTION 8 QUESTION 3 A public is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives. Name the different types of publics and discuss how they would affect a company's ability to reach its set goals/objectives. (1 0 Marks) QUESTION 4 List and discuss five (5) types of customer markets that a company may target. (10 marks} QUESTION 5 Adoption is the mental process through which a consumer passes from first learning about an innovation to final adoption. Discuss each step of the adoption process in relation to any FMCG of your choice. (1 0 Marks) QUESTION 6 With relevant examples, name and discuss 5 (five) business areas (scope) in which marketers can conduct marketing research. (15 Marks) 9IPage