CIM Level 4 Certificate in Professional Marketing Marketing (2100) Time: 14:00 16:00 Date: 20 July 2016 Multiple Choice Examination The examination comprises 50 compulsory questions Section 1 40 stand-alone multiple choice questions Section 2 2 case studies each with 5 related multiple choice questions Each question is worth 2 marks The examination will be TWO hours in duration Total marks available 100 Candidate guidance: Answer all questions on the separate answer sheet provided and make sure you read the guidance information provided at the top of the answer sheets Ensure your membership number and centre number or name are provided on the answer sheet Read all questions carefully before attempting them Please use black ink The Chartered Institute of Marketing 2016
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Answer ALL questions. Choose ONE answer from the options provided. Section 1 1. Which of the following is most likely to be the guiding principle of a marketing oriented business? a. Think customer. b. Think profit. c. Think shareholders. d. Think staff. 2. For what reason do marketers place emphasis on supporting and building the value of a company s brands? a. Well recognised brands are often easier to sell. b. It allows the organisation to diversify and bring new products to new markets. c. Popular brands require less money to be spent on marketing communications. d. Strong brands create customer loyalty and long term revenue. 3. What is the main function of marketing in relation to stakeholder value? a. Marketing communicates financial results to stakeholders. b. Marketing uses internal communications to increase employee engagement. c. Marketing is the bridge for two-way communication between the company and its stakeholders. d. Stakeholders drive new product developments. Page 3 of 20
4. Typically, which of the following should be considered at the start of the marketing planning process? a. The organisation's mission statement. b. The organisation s objectives. c. The organisation s target markets. d. The organisation s control processes. 5. For marketers, achieving which of the following will be influenced by how well consumer behaviour is understood? a. Competitor analysis. b. Customer satisfaction. c. Cross-functional working. d. Internal stakeholder engagement. 6. Customer relationship management focuses mostly on which of the following? a. Building loyalty. b. Transaction pricing. c. Physical evidence. d. Short-term profitability. 7. Why would a car dealer need to consider the whole Decision Making Unit (DMU), when a family arrive to look at cars? a. To handle any objections, as they are raised. b. To understand and satisfy the needs of all the people involved. c. To identify the main reason for the purchase. d. To establish their budget and sell financing and other add-on services. Page 4 of 20
8. What are the five roles in a consumer buying centre? a. Budget holder, recommender, salesperson, gatekeeper, owner. b. Data gatherer, analyst, reviewer, funder, user. c. Leader, follower, supporter, fund holder, user. d. Initiator, influencer, decider, buyer, user. 9. Which of the following is likely to be a key influence for an automotive manufacturer when making a purchase decision relating to the supply of engines? a. Achieving continuity of supply. b. Getting the lowest possible price. c. Finding new overseas suppliers. d. Being impressed by the supplier's advertising. 10. Which of the following is an organisational approach that is likely to have an impact on the buying process? a. Internal audit. b. Customer is king. c. Environmental scanning. d. Just-in-time. 11. Which of the following is likely to feature most prominently in business-tobusiness compared to business-to-consumer marketing? a. Personal selling. b. National press advertising. c. Direct marketing. d. Television advertising. Page 5 of 20
12. Impulse buying is most commonly associated with: a. business-to-consumer transactions. b. straight re-buy business transactions. c. routine response consumer transactions. d. new task buying business transactions. 13. Market segmentation is an important concept because: a. everyone in a segment usually wants something slightly different. b. it identifies which individual customers will generate most revenue. c. it means you can develop a unique marketing mix to meet the specific wants and needs of a whole group of customers. d. people in the same geographic area usually want similar products and services. 14. The use of child labour within the organisation's supply chain relates to a risk from which macro-environmental factor? a. Technological. b. Ethics. c. Social. d. Economic. 15. Failing to manage suppliers effectively can impact on which of the following? a. Market segmentation. b. Targeting strategy. c. Family branding. d. Customer satisfaction. Page 6 of 20
16. Which of the following is part of an organisation's internal environment? a. Corporate governance structure. b. Supply chain network. c. Intermediary relationships. d. Links with regulators. 17. Analysis of the profile of an organisation's internal environment is most likely to include which one of the following considerations? a. All stakeholders. b. Technological change. c. Strengths and weaknesses. d. Competitive threats. 18. When developing a marketing plan, which of the following will have the greatest impact on the budgets and resources available? a. Macro-environment. b. Internal environment. c. Micro-environment. d. Market environment. 19. Changes in an organisation's micro and macro environments will impact most quickly on the organisation's: a. internal structure. b. agency selection criteria. c. office locations. d. marketing mix. Page 7 of 20
20. Qualitative data might be gathered to assess which of the following? a. How customers feel about the brand. b. The organisation s market share. c. How many customers complain each month. d. Trends in levels of loyalty. 21. Blast Co has just produced a new cleaning product. Before it launches the product globally, it wants to see its customers reaction to the new packaging and product name, so it has only stocked it in a small number of stores. What type of research is this? a. Participation. b. Experimental. c. Survey. d. Panel. 22. Which of the following research techniques involves the structured use of panel of recognised experts? a. Focus group. b. Delphi method. c. Active observation. d. Customer panel. 23. Monitoring social media feeds and blogs will provide the marketer with which of the following? a. Secondary data. b. Survey data. c. Observational data. d. Primary data. Page 8 of 20
24. Secondary data is data gathered by: a. customers completing a customer survey. b. observing a range of customer transactions. c. using customer panel data. d. using a database of industry and governmental sources. 25. Which of the following provides the best early warning system for identifying factors which might change and then have a negative impact on an organisation's product range? a. Stakeholder mapping. b. Environmental scanning. c. Market segmentation. d. Delphi method. 26. Which of the following is likely to provide the most valuable insights for an organisation which is undertaking new product development? a. Government sources. b. Internal databases. c. Marketing research. d. Cross-functional working. 27. A customer s basic needs are satisfied by which element of the marketing mix? a. Price. b. Product. c. Promotion. d. Process. Page 9 of 20
28. Selecting an appropriate message and using the best media are both key decisions when developing which element of the marketing mix? a. Price. b. Product. c. Place. d. Promotion. 29. Gurshant works for a high street retailer selling electrical goods. He has been trained to use an ipad to access information from the internet that supports the customer s decision making. What element of extended marketing mix has been improved? a. People. b. Place. c. Physical Evidence. d. Process. 30. When Isla booked her summer holiday on the internet recently, the company sent her a detailed pack of information with literature on the holiday, hotel and airport transfers. What element of the extended marketing mix is this? a. People. b. Physical Evidence. c. Process. d. Product. 31. Choosing to change positioning is most likely to result in which of the following? a. Alterations to the marketing mix. b. Changes in macro factors. c. A new corporate identity. d. Changes to geographical target markets. Page 10 of 20
32. When developing marketing communications for the target market, marketers must look to reinforce: a. the whole marketing mix. b. the website. c. sales promotions. d. the location of the nearest store. 33. The right product in the right place at the right price with the right promotional activity is a demonstration of: a. marketing. b. competitive advantage. c. target marketing. d. co-ordinated marketing mix. 34. Which of the following is likely to achieve more clarity for the organisation's brand? a. Developing a market research plan. b. Evaluating macro-environmental factors. c. Co-ordinating all elements of the marketing mix. d. Investing in a MKIS system for all staff. 35. A care home for the elderly could adapt the people element of its marketing mix by: a. introducing a training programme for new and existing staff. b. featuring key staff on their new website. c. enabling staff to care for customers in their own homes. d. changing procedures in the frontline staff handbook. Page 11 of 20
36. Care for Pets is a very small local charity and receives no third party funding. Which of the following is likely to be the charity's most commonly used method of raising awareness of its brand? a. Public relations. b. Magazine advertising. c. Local sponsorships. d. Direct mail. 37. FastSell is an online-only sports equipment and clothing retailer. It operates in a highly competitive marketplace and sells high volumes at relatively low profit margins. Which of its marketing mix elements is likely to be changed the most frequently? a. Place. b. Price. c. People. d. Process. 38. In highly competitive consumer markets, which marketing mix tactic are marketers most likely to use during a period of economic downturn and increasing unemployment? a. Adapting price strategies to build market share. b. Promoting to reach new customers. c. Identifying new place strategies. d. Focusing on the development of people. Page 12 of 20
39. Due to change in technology and customer demand, TNS Technology Products has closed its own branded stores to focus on selling its products via its website. This represents a change in which element of the marketing mix? a. Physical evidence. b. Place. c. Process. d. Promotion. 40. Animal Rescue Centre is a charity. It is embarking on a campaign so more people know that the charity exists. Which of the following is an effective measure of the campaign's success? a. Market share growth. b. Cost reduction. c. Media coverage achieved. d. Brand awareness. Page 13 of 20
Section 2 Case Study 1 Mark is responsible for a new fast moving consumer goods (FMCG) product. His initial task is to consider ways that he can get consumers to think about his product. He is keen to ensure that the product occupies a clear and distinctive place in the mind of the consumer, relative to competitor products. He has undertaken some research and his main initial data sources have been government and various online information reports. In addition to gathering this data Mark has also spent three months engaged in internal meetings with colleagues in finance, sales, operations and legal services. Having completed these meetings he has been able to consider fully aspects such as the available resources and the organisation s competencies. Now he feels that he has gathered enough information to enable him to move on to developing the marketing mix to support the product over the coming months. CS1.1 Mark's initial task is focused on achieving which of the following? a. Communicating. b. Positioning. c. Segmentation. d. Targeting. CS1.2 The main initial data sources that Mark has used are which of the following? a. Internal. b. Original. c. Primary. d. Secondary. CS1.3 Mark has spent three months undertaking which of the following? a. Assessing the micro-environment. b. Cross-functional working. c. Meeting external stakeholders. d. Undertaking desk research. Page 14 of 20
CS1.4 Following his three months' of meetings Mark then considers which of the following? a. Internal environmental factors. b. Key stakeholder drivers. c. Targeting and segmentation criteria. d. The organisation's macro-environment. CS1.5 Which of the following is the least relevant element of the marketing mix for Mark's product? a. Place. b. Price. c. Process. d. Promotion. Page 15 of 20
Case Study 2 Chan Bikes Group is a manufacturer of high quality motor cycles. It prides itself in the strength of its brand. The company has made a great effort to ensure that its products, pricing, channels and communications activities all work together and fit the customer segment. As a consequence both its customer retention and new business acquisition are best in the market; it remains the number one in its markets. One of the reasons for its success is its attention to building a managing relationships with is most important customers. It has a specific programme for these customers, to ensure they receive the best levels of personal service and management. Always keen to explore new opportunities, based on data from social media feeds, blogs and other online sources, one of the product managers has been tasked with using the SOSTAC framework for a presentation to the board. CS2.1 Chan Bikes Group had adopted which of the following approaches in terms of the marketing mix? a. Competitive. b. Co-ordinated. c. Fragmented. d. Undifferentiated. CS2.2 Which of the following has Chan Bikes Group achieved as a consequence of its approach to the marketing mix? a. High market share. b. Low marketing budgets. c. No competition. d. Penetration pricing. CS2.3 The specific customer programme that Chan Bike Group has introduced is known as which of the following? a. Existing client service. b. Key account management. c. New customer care. d. Selective relationship building. Page 16 of 20
CS2.4 The data sources used to explore new opportunities could best be described as: a. government data. b. internal data. c. primary data. d. secondary data. CS2.5 The product manager will be presenting which of the following to the board? a. Competitor update. b. Marketing plan. c. Media schedule. d. Research findings. END OF EXAMINATION Page 17 of 20
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