MULTIMEDIA COLLEGE JALAN GURNEY KIRI KUALA LUMPUR

Transcription

1 STUDENT IDENTIFICATION NO MULTIMEDIA COLLEGE JALAN GURNEY KIRI KUALA LUMPUR THIRD SEMESTER FINAL EXAMINATION, 2013/2014 SESSION MKT2023 PRINCIPLES OF MARKETING DMGW-E-F-1/13, DMGA-E-F-1/13, DMGS-E-F-1/13, DMGQ-E-F-1/13, DMGT-E-F-1/13 INSTRUCTION TO STUDENT 23 FEBRUARY AM AM (2 Hours) 1. This Examination paper has ELEVEN (11) printed pages. 2. This question paper consists of THREE (3) sections. Section A : Answer ALL questions. Section B : Answer ALL questions. Section C : Answer ALL questions. 3. Please write all your answers in the Answer Booklet provided.

2 SECTION A : OBJECTIVE QUESTIONS (20 Marks) INSTRUCTION : Answer ALL questions 1. is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange. A. Selling B. Negotiating C. Marketing D. Advertising 2. The first step in marketing process is about A. The first two only. B. The last four only. C. The first four only. D. The last three only. 3. refer to human needs as shaped by individual personality and culture. A. Demands B. Wants C. Value D. Needs WM/NNS/AS/NA/NAAR/SO Page 2 of 11

3 4. We define a as anything that can be offered to a market attention, acquisition use or consumption and that might satisfy a want or needs. A. service marketing B. service quality C. product D. packaging 5. The third level of a product that product planner must consider is that offers additional consumer services and benefits. A. augmented product B. industrial product C. image D. brand equity 6. is products and services bought by final consumers for personal consumption. These include convenience product, shopping product, specialty product and unsought products. A. Consumer products B. Straight extensions C. Industrial product D. Line extension WM/NNS/AS/NA/NAAR/SO Page 3 of 11

4 7. is a name, term, sign, symbol, design or a combination of these that identifies the maker or seller product or service. A. Co-branding B. Packaging C. Brand D. Service 8. Which of the following product offerings is intangible? A. Counseling Services. B. Car. C. Cup cake. D. Hand phone 9. Product improvements, product modification, and original products can all be classified as. A. new product B. product extensions C. product strategies D. test product 10. Which of the following best describe by Product-Life Cycle concept? A. Product image. B. Styles. C. Product class. D. Brand. WM/NNS/AS/NA/NAAR/SO Page 4 of 11

5 11. Penetration pricing strategy can be used to. A. To create market for highly technical products. B. To focus on the rapid achievement of profit objectives. C. To discourage competition from entering the market. D. To appeal to different consumer segments with different levels of price sensitivity. 12. Which of the five major promotions tools includes building up a positive corporate image and handling unfavorable stories and events? A. Personal selling. B. Public relations. C. Advertising. D. Sales promotion. 13. Advertising, sales promotion, personal selling, public relations, and direct marketing are all. A. communications channels focused more on narrowcasting than broadcasting B. promotional tools used for pull strategies but not push strategies C. Communications channels that should be integrated under the concept of integrated marketing communications. D. promotional tools used for push strategies but not pull strategies WM/NNS/AS/NA/NAAR/SO Page 5 of 11

6 14. An from Amazon.com offers free shipping on your next purchase of more than RM This is an example of. A. a push strategy B. an advertising objective C. sales promotion D. public relations 15. 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 environment. D. The marketing mix. 16. Which of the following is NOT a type of factor in a company s environment? A. Demographic. B. Technological. C. Competitive. D. Economic. WM/NNS/AS/NA/NAAR/SO Page 6 of 11

7 17. Family is one of the factors that influence consumer behavior. A. cultural B. social C. personal D. business 18. What are the four step, in order to designing a customer-driven marketing strategy? A. Market segmentation, differentiation, positioning, and targeting. B. Market recognition, market preference, market targeting, and market insistence. C. Market alignment, market segmentation, mass market and market positioning. D. Market segmentation, targeting, differentiation and positioning. 19. What are the two dimensions of product quality? A. Feature and design. B. Consistency and level. C. Design and innovation. D. Conformance and resistance. 20. At every least, a product s identifies the product or brand. It might also describe several things about the product and promote the brand. A. package B. portfolio C. line extension D. label WM/NNS/AS/NA/NAAR/SO Page 7 of 11

8 SECTION B : TRUE/FALSE QUESTIONS (20 Marks) INSTRUCTION : Answer ALL questions 1. Marketing is the process by which companies create the value for customers and build strong relationships in order to capture value from customers in return. 2. Marketing is managing profitable customer relationships 3. Customer Relationship Management refer to the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction 4. The selling concept holds that consumers will not buy enough of the firm s product unless it undertakes a large scale selling and promotion effort. 5. The first step in understanding marketing concept is construct an integrated marketing program that delivers superior value. 6. Market segmentation is referring to an arrangement for a product to occupy a clear, distinctive, and desirable place relative to competing products from competing brands and give them the greatest strategic advantage in their target markets. 7. An experience such as a vacation can be defined as a market offering. 8. When an organization identifies and develops new markets for its current products and services, it is engaged in market development. 9. Pricing is an amount of money charged for a product or services or sum of value that consumers exchange for the benefits of having or using the product/ services. WM/NNS/AS/NA/NAAR/SO Page 8 of 11

9 10. High-low pricing involves charging higher prices on an everyday basis but running frequent promotion to lower prices temporarily on selected items. 11. The macro environment consists of the factors close to the company that affects its ability to serve its customers, such as suppliers, customer markets, competitors, and publics. 12. When a company introduces a new brand name in the same product category, it is called line extension. 13. Using the PLC concept to develop marketing strategy can be problematic because strategy is both a cause and a result of the product s life cycle. 14. EDLP is very similar to high- low pricing. 15. Cost based pricing relies on consumer perception of value to drive pricing. 16. Sales promotion makes use of press release and special events. 17. Discount can be define as a straight reduction in price on purchase during a stated period of time. 18. Segmentation pricing is refer to an adjusting prices continually to meet the characteristics and needs of individual customers and situations. 19. Two or more companies at one level join together to follow a new marketing opportunity is the description of Vertical Marketing System. 20. The major functions of logistic is warehousing and inventory management only. WM/NNS/AS/NA/NAAR/SO Page 9 of 11

10 SECTION C : SHORT ESSAY QUESTIONS (60 Marks) INSTRUCTION : Answer FOUR (4) questions only Question 1 With example, briefly explain any THREE (3) types of consumer products classification. Question 2 (15 Marks) a) List TWO (2) types of product. b) Give FOUR (4) advantages of brand. (3 Marks) Question 3 (12 Marks) a) Define advertising. (3 Marks) b) Briefly explain any FOUR (4) message execution approaches in creating creative advertising. (12 Marks) Question 4 Discuss the FIVE (5) product mix pricing strategies. (15 Marks) Continued WM/NNS/AS/NA/NAAR/SO Page 10 of 11

11 Question 5 List down and explain in details the process of new development product. Question 6 (15 marks) Explain FIVE (5) functions of public relation. (15 Marks) End of Page. WM/NNS/AS/NA/NAAR/SO Page 11 of 11