Postgraduate Diploma in Marketing June 2015 Examination Discovering Marketing Essentials (DME) Date: 10 June 2015 Time: 1400 Hrs 1700 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 Page errors 1 of 9 will be penalised
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 1.1 Fill in the blank with the appropriate word. is driven by customer needs. An organisation which adopts this philosophy puts the customer at the centre of all business decision-making and planning and examines their product offerings from the customer s viewpoint. a. Relationship Marketing b. Marketing Ethics c. Transactional Marketing d. Marketing Orientation Question 1.2 The extent to which a product s perceived performance matches a buyer s expectations is known as: a. Competitive Edge b. Marketing Concept c. Customer Satisfaction d. Marketing Offer Question 1.3 The overall process of building and maintaining a profitable customer relationship by delivering superior value and satisfaction is termed as: a. Internal Marketing b. Customer Relationship Management c. Customer Equity d. None of the above Question 1.4 The factors close to the company that affects its ability to serve its customers is referred to as: a. Internal Environment b. Economic Environment c. Micro Environment d. Macro Environment Page 2 of 9
Question 1.5 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. In depth interviewing b. Focus group interviewing c. Observation Research d. Descriptive Research Question 1.6 The systematic collection and analysis of publicly available information about competitors in the marketing environment is referred to as: a. Marketing Intelligence b. Descriptive Research c. Exploratory Research d. None of the above Question 1.7 With reference to organizational buying behaviour, there are three major types of buying situations. The three types are: a. Straight re-buy, Modified re-buy and New task purchase b. Straight re-buy, Evaluation of alternatives and New task purchase c. Straight re-buy, Modified re-buy and Post purchase evaluation d. Problem recognition, Modified re-buy and New task purchase Question 1.8 Less frequently purchased consumer products that customers compare carefully on suitability, quality and price are known as: a. Convenience products b. Specialty products c. Shopping products d. Unsought products Page 3 of 9
Question 1.9 XYZ Ltd experiences the following with regard to one of its products: Profits are negative or low because of the heavy expenses of product development, distribution and promotion. Identify the correct stage of the product life cycle that can be attributed to the above said product. a. Growth Stage b. Introduction Stage c. Maturity stage d. Decline stage Question 1.10 With reference to the stages/steps in the New Product Development process, the second stage or step in the process is known as: a. Market development b. Test marketing c. Idea generation d. Idea screening Question 1.11 Using a successful brand name to introduce additional items in a given product category under the same brand name such as new flavors, added ingredients or package sizes is referred to as: a. Brand extension b. Brand development c. Line extension d. Co-branding Question 1.12 When a truly innovative product is introduced to the market which does not have any substitutes, which of the following pricing strategies would be more appropriate to implement? a. Market development pricing strategy b. Market skimming pricing strategy c. Market penetration pricing strategy d. Market positioning pricing strategy Page 4 of 9
Question 1.13 With reference to distribution strategies, an ideal distribution strategy for an organization s range of electrical and electronic appliances would be: a. Selective distribution b. Exclusive distribution c. Intensive distribution d. Physical distribution Question 1.14 An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. 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 1.15 The Public Relations department of XYZ group of companies is planning to communicate with a range of Publics. Which of the following would not be included in their publics? a. The media b. Customers, suppliers, distributors c. The company employee d. All of the above would be included Question 1.16 The four important decisions, marketing manager must make when developing an advertising program are: a. Setting advertising objectives, setting the advertising budget, developing the advertising strategy and evaluating the campaign b. Setting marketing objectives, setting the advertising budget, developing the marketing strategy and evaluating the campaign c. Setting advertising objectives, setting the advertising budget, developing the marketing strategy and evaluating the campaign d. Setting marketing objectives, setting the advertising budget, developing the advertising strategy and choosing the media Page 5 of 9
Question 1.17 A systematic examination of a firm s marketing environment, objectives, strategies, and activities, with a view to identifying key strategic issues and opportunities, is called: a. Marketing Audit b. Control process c. SWOT Analysis d. BCG Matrix Question 1.18 The factors to be taken into account in conducting an external environment audit will consist of the following: a. PESTEEL analysis, competitor analysis and market analysis b. Marketing, financial, managerial, production, information technology and human resources c. PESTEEL analysis, production analysis and financial analysis d. PESTEEL analysis, company analysis and market analysis Question 1.19 The four major forces that underline the new digital age are: a. Digitalization and connectivity, internet explosion, new types of intermediaries, customization and customerization b. Digitalization and connectivity, internet explosion, intranet, customization and customerization c. Digitalization and connectivity, extranet, new types of intermediaries, customization and customerization d. None of the above Question 1.20 The internet version of word-of-mouth marketing is known as: a. Permission marketing b. Viral Marketing c. E-Commerce d. None of the above (Total 20 Marks) Page 6 of 9
PART TWO This part includes SIX compulsory short answer questions Answer all questions Question 02 Explain briefly the following management concepts: a. Production Concept b. Product Concept c. Marketing Concept d. Relationship Marketing Question 03 a. What is Marketing Environment? b. Briefly explain the six (06) major forces of a company s macro environment. Question 04 a. Briefly explain the following terms: i. Internal Marketing ii. Interactive Marketing (05 Marks) b. Briefly describe the five (05) key stages of the product life cycle concept. (05 Marks) Question 05 a. What is a Product? (2.5 Marks) b. Briefly explain the three (03) levels of a product with the aid of a diagram. (2.5 Marks) c. What is a Price? Identify two (02) internal factors and two external factors affecting pricing decisions. (05 Marks) Page 7 of 9
Question 06 Describe the range of promotion/marketing communication mix elements that an organisation could use in order to communicate with its customers. Question 07 a. What is a Marketing Plan? (5 Marks) b. Identify four (04) benefits of Marketing Planning to an organisation. (5 Marks) (Total 60 Marks) Page 8 of 9
PART THREE This part includes TWO Essay Type Questions Answer only ONE question from this part Question 08 a. i. Explain the four (04) bases of segmenting a consumer market by stating product examples for each base. ii. Identify the five (05) key requirements for effective segmentation. (04 Marks) b. Briefly explain the three (03) factors a firm must consider in evaluating different market segments. (06 marks) (Total 20 marks) Question 09 a. With reference to the consumer buyer decision process model, explain the five (05) stages a consumer may go through in buying a luxury apartment and identify four (04) major factors that could influence consumer buyer behaviour. (15 Marks) b. Consumers go through five stages in the process of adopting a new product. List and explain briefly the five (05) stages in the adoption process. (05 Marks) (Total 20 Marks) (Total 100 Marks) -END- Page 9 of 9