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SECTION 1: True and False <TOTAL20 marks>
For each of the following, place a “T” if the statement is “true”, “F” if the
statement is false. (20 marks)
___F___ 1. “Marketing” is best described as “prom
otion”.
____T__ 2. All activities involved in selling renting, and providing goods and
services to ultimate consumers for personal, family or household use are known as
retailing.
___F____3. Selling brand-name products at lower than regular price is: guaranteed to
cause a loss not a wise business decision.
___F___ 4. The main reasons a firm segments its markets is to refine sales forecasts
and allow for more product differentiation.
____T___5. Selecting target markets mean using criteria such as cost of reach the
segment and size and expected growth
____F___6. Intermediaries make the flow of products from producers to buyers
possible by performing three basic functions: production, transmission and display
___F___ 7.During the introduction stage of the PLC, sales gradually increase and
competition becomes tough.
__T____ 8. The marketing objective for the maturity stage of PLC is to maintain
brand loyalty.
____F___9. In introduction stage, a company retains the product but reduces
marketing support costs it is in what stage of the PLC.
___F___ 10. After buying a product, the customers is anxious about the choice she/he
made, this is called dissatisfaction.
SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question)
Right answers are highlighted.
1. A condition that favours penetration pricing is:
A. Many segments are price insensitive.
B. Low price implies good quality
C. Recoup initial investments costs quicker.
D. Many segments are price sensitive.
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2. When the price setter stresses the supply or cost side of the pricing problem, they
are using
A. Standard-orientation
B. Cost-oriented
C. Demand-oriented
D. Target-oriented.
3. The retail position matrix makes use of these two dimensions:
A. Width and depth of product line.
B. Service offered and product line.
C. Price levels and locations.
D. Pricing strategies and competition.
4. Any paid form of nonpersonal communication about an organization, good,
service or idea by an identified sponsor is called:
A. Publicity
B. Public relation.
C. Advertising
D. Promotion
…………………………………………………
5. Questions such as:”What ads do you remember seeing yesterday?” are an example
of what type of post-test?
A. Aided recall
B. Unaided recall
C. Inquiry test
D. Attitude test.
6. Norms and expectations about the way people do things in a specific country are
referred to as:
A. National character
B. Customs
C. Values
D. Preferences.
7. A market segment would have a collection of prospective buyers that are:
A. Ready to buy
B. Showing unfilled needs
C. Relatively heterogeneous
D. Relatively homogeneous.
8. One of the following is NOT a criteria when forming segments:
A. Potential for higher profits and ROI.
B. Similarity of needs
C. Difference in needs of buyers among segments
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D. Fewer customer complaints.
9. The framework to relate the market segments of potential buyers to products
offered or potential marketing actions by the firm is called:
A. Action grid
B. Relation grid
C. Product grid
D. Market grid.
10. When a firm distributes to two or more different types of channels for the same
product, this is called:
A. Double channel duty
B. Dual network
C. Split distribution
D. Dual distribution
11. Professional managed and centrally coordinated marketing channels designed to
achieve channel economies and maximum marketing impact are called:
A. Vertical marketing systems
B. Horizontal marketing systems
C. Centrally coordinated systems
D. Professional coordinated marketing systems.
12. Automobiles and TV’s are in what stage of the PLC
A. Introduction
B. Growth
C. Maturity
D. Decline
13. Which of the following is NOT one of the 5 situational influences that have an
impact on the purchase decision process.
A. Social surrounding
B. Physical surroundings
C. Cash on hand
D. Temporal effects
E. Purchase task
14. What type of ad gets the consumers to take immediate action?
A. Delayed-response advertising
B. Direct-response advertising
C. Direct-trigger advertising
D. Direct-action advertising
15. After being shown an ad, respondents are asked whether their previous exposure
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to it was through reading, viewing or listening. This is an example of what type of
post-test?
A. Aided recall
B. Unaided recall
C. Attitude tests
D. Inquiry tests
16. The marketing of two or more products in a single package price is called
a. Target pricing
b. Bundle pricing
c. Odd-even pricing
d. Price lining.
17. Which method of pricing is based on the “learning effect”?
A. Cost-plus pricing
B. Experience curve pricing
C. Target profit pricing
D. Loss-leader pricing
18. The process of conveying a message to others that requires six central
communication elements is called:
A. Exchange
B. Dialogue
C. Communication
D. Feedback
19. Which promotional mix alternatives allows the seller to see or hear the potential
buyers reaction to the message?
A. Advertising
B. Personal selling
C. Public relations
D. Sales promotions
20. Using Price as a measure of the quality of a product and setting price high is:
A. Prestige pricing
B. Pricing Lining
C. Pricing odd-even
D. Target pricing
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SECTION 3: SHORT ANSWERS (40 marks)
Question 1 (20 marks- Branding)
Pro Image
The marketing of professional and university team sportswear and novelty items is a
$3 billion-a-year industry. Pro Image was one of the first franchiser of the one-stop
sports fan shop. Pro Image controls over 130 stores, with an additional 100
franchised outlets. Each franchise store costs roughly $100,000, approximately
$16,000 of which covers the franchise fee with the rest going toward inventory and
store improvements.
Pro Image assists franchisees in site selection, lease negotiation, and advertising.
Pro Image requires new owners to attend a four-day training session. Other
assistance includes a business hotline and a computerized inventory and sales system.
As an added service they stock hard to get items in a 4,500 square-foot warehouse,
making them more readily available to franchisees.
2a) Suppose you are interested in opening a sports fan shop. What are the
advantages and disadvantages of becoming part of a franchise operation? (10 marks)
Answers
For franchisor:
• Expansion:
VC & control
• Legal consideration
no more licenses
• Operation consideration
franchisee has greater incentive
than employee
For franchisee:
• Employment
a way of owning a business
• Quick start
a proven trademark
• Training
Franchisor provide significant
training
For franchisor:
• Limited pool of available franchisees
Financial resources & desire
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•
Control
Careful screen franchisee
Illegal operation by franchisee damage goodwill of franchisor
For franchisee:
• No guarantee
Business risk
• Control
Loss of control
Required to follow system
• Price
franchise fee, ongoing royalties and advertising contributions
• Conflicts
acting in bad faith
2b) A franchise is described as what type of vertical marketing system? How does this
system differ from the other two types? (10 marks)
Answers
Franchising is on contractual base.
The other two are based on: corporate control or administrative control.
Question 2 (20 marks- pricing)
For many years the Compaq Computer company succeeded in the marketplace by
making a variety of excellent quality computers that were sold through a series of
resellers (such as Circuit City, Best Buy, and other electronic retailers). However,
because of price pressures from such direct marketers as Dell and Gateway, profits
have shrunk. The management of Compaq decided to take bold pricing and
distribution strategy to offset these problems and challenges. The company began to
slowly develop their own network of retail outlets or “Compaq stores” in which to
distribute their newest products.
1a) If you were the VP Marketing for Compaq, what pricing strategy would you
recommend for the new Compaq stores – market skimming pricing or market
penetration pricing? Consider relationships with your “old distributors,” current
competitors, and consumers in your decision. Explain your rationale and any
advantages/ disadvantages of your choice. (15 marks)
Answers:
Either one is fine.
Students are required to consider the three Cs, customer, competitor and
cost/company to set a price level.
Skimming
• Willing to buy
• Enough demand
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• Customer’s interpretation of high price as high quality
• Not attract competition
• High R&D cost.
Penetration:
Price sensitive consumers
Discourage competition
Unit cost decreases dramatically with the sales volume.
Answers
Students should mention the different price online vs. offline might cause channel
conflicts.
1b) Discuss the type(s) of distribution strategy Compaq Computer company is
using.(5 marks).
Dual Distribution or
Multi-marketing channel
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