MULTIMEDIA COLLEGE JALAN GURNEY KIRI KUALA LUMPUR

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1 STUDENT IDENTIFICATION NO MULTIMEDIA COLLEGE JALAN GURNEY KIRI KUALA LUMPUR FIRST, SECOND SEMESTER FINAL EXAMINATION, 2014/2015 SESSION BMK2163/MKT PINCIPLES OF MARKETING DMGT-E-F-3/14, DMGQ-E-F-3/14, DIAA-E-F-2/14, DMGA-E-F-3/14, DMGS-E-F-3/14, DMGW-E-F-2/14, DMGS-E-F-2/14, DMGQ-E-F-2/14, DMGA-E-F-2/14, DMGT-E-F-2/14 10 FEBRUARY PM 4.00 PM (2 HOURS) INSTRUCTION TO STUDENT 1. This Examination paper has NINE (9) printed pages. 2. This question paper consists of FOUR (4) sections. Section A : Answer ALL questions. Section B : Answer ALL questions. Section C : Answer THREE (3) questions ONLY. 3. Please write all your answers in the Answer Booklet provided.

2 SECTION A : MULTIPLE CHOICE (20 MARKS) INSTRUCTION : ANSWER ALL QUESTIONS. 1. Which of the following is NOT TRUE about marketing? A. Marketing is a process by which companies create the value for customer. B. There are for marketing elements including product, price, position and place. C. The first step in marketing is to understand the market as well as their customer needs. D. Market offering are not limited to physical products. 2. Dividing customer into small groups with similar characteristics is called: A. Targeting. B. Positioning. C. Segmentation D. None of above. 3. Dividing customer according to their age is an example of segmentation. A. Geographic. B. Behavioral. C. Psychographic. D. Demographic. 4. Buying a mobile phone helps people to communicate with other. This statement shows which product level? A. Core benefits. B. Actual product. C. Tangible product. D. Augmented product. NNS/AS/NAM/NA/SO/SS Page 2 of 9

3 5. Distribution method for convenience product is: A. Selective distribution. B. Exclusive distribution. C. Widespread distribution. D. Comprehensive distribution. 6. Tesco value product is an example of: A. Licensing. B. Co-branding. C. Private brand. D. Manufacturing brand. 7. are products purchased for further processing in conducting a business. A. Unsought products B. Specialty products C. Shopping products D. Industrial products 8. The price of Proton Iris 1.5 is higher than the 1.3 variant because it comes with the built - in GPS. This is called: A. Cost based pricing. B. Good value pricing. C. Value added pricing. D. Value based pricing. 9. All of the following would be considered to be the factors in setting price except: A. Cost. B. Market nature. C. Product branding. D. Marketing objectives. NNS/AS/NAM/NA/SO/SS Page 3 of 9

4 10. The following is true about market penetration pricing except: A. Suitable for pure competition market. B. Setting a low price for a new product. C. Air Asia applies this method in their operation. D. The purpose of this strategy is to increase the market share. 11. Pricing product that must be used with the main product is called: A. Product line pricing. B. Product bundle pricing. C. Captive product pricing. D. Optional product pricing. 12. Which of the following is NOT the function performed by intermediaries? A. Financing. B. Packaging. C. Promotion. D. Risk taking. 13. All of the following would be the members of supply chain management except: A. Agent. B. Customer. C. Suppliers. D. Manufacturer. 14. Slice of life advertising shows: A. A typical product use. B. How product fits lifestyle. C. Scientific evidence from an expert about product. D. None of above. NNS/AS/NAM/NA/SO/SS Page 4 of 9

5 15. A company may produce different advertising that adapts local market. Which of the following is an advantage of the adaptive advertising? A. Lower advertising costs. B. Consistent global image. C. More responsive to customer s needs. D. Greater global advertising coordination. 16. Which is NOT an example of sales promotion tools? A. Flyers. B. Coupon. C. Contests. D. Product sampling. 17. Mass communication refers to: A. Marketing function that evaluates public attitudes. B. Communicating to large audience through mass medium. C. The communication between two people to influence each other. D. Determining the target market by communicating with the sampel. 18. The following is a method of bringing company s product to the international market EXCEPT: A. Export. B. Joint venture. C. Contract manufacturing. D. None of above. 19. The following are true about outdoor advertising EXCEPT: A. It reaches broad and diverse market. B. Has the advantages of geographic flexibility. C. Billboard is an example of outdoor advertising. D. A low cost per customer media selection for advertising. NNS/AS/NAM/NA/SO/SS Page 5 of 9

6 20. Which of the five major promotion tools includes press releases and special events? A. Publicity B. Public Relation C. Sales Promotion D. Direct Marketing NNS/AS/NAM/NA/SO/SS Page 6 of 9

7 SECTION B : TRUE (T) OR FALSE (F) (20 MARKS) INSTRUCTION : ANSWER ALL QUESTIONS. 1. 'Procurement' is one of the '4Ps' of marketing. 2. Marketing mix is a set of decisions regarding price, product, customer targets, and competitor targets. 3. The price skimming strategy involves entering the market with a low initial price. 4. Typically, penetration strategies which involve entering the market with low price are employed by technology-based products. 5. If you are in an industrial products business, it is not important for you to understand your consumers. 6. Market segmentation breaks mass markets into segments that have different buying habits. 7. According to Abraham Maslow, physiological needs are basic human needs. 8. Product positioning is an activity that takes the value proposition and puts it to work in the marketplace by planting the competitive advantage in the minds of customers. 9. Packaging can be an important differentiator. 10. Many products are repositioned for a new use or benefit. 11. Skimming is also known as penetration pricing. 12. In price bundling, the package price is usually higher than the sum of the individual components. NNS/AS/NAM/NA/SO/SS Page 7 of 9

8 13. The best way to defend your brand against the incursion of private labels is to lower the price. 14. Telemarketing and direct sales approach are part of sales promotion. 15. Direct mail is an example of a personal channel of communication. 16. Informational appeals focus on the functional or practical aspects of the product. 17. Coupons are an effective way to target discounts and other incentives to households that are particularly sensitive to price. 18. Displays and other company-paid advertisements inside a store are called point-ofpurchase advertising. 19. There are two broad categories of channels: direct and indirect channels. 20. Telemarketing is an example of a direct marketing method. NNS/AS/NAM/NA/SO/SS Page 8 of 9

9 SECTION C : SHORT QUESTION (60MARKS) INSTRUCTION : ANSWER THREE (3) QUESTION ONLY Question 1 Aryan wants to buy a new camera for himself. With example(s), briefly explain the THREE (3) levels of product that Aryan bought. Question 2 Briefly explain FIVE (5) price adjustment strategies. Question 3 List and briefly explain the nature and importance of channels Question 4 List and explain FIVE (5) major promotional tools Question 5 Explain the steps in developing effective marketing communication End of Page. NNS/AS/NAM/NA/SO/SS Page 9 of 9