Download Marking Scheme-Direct Marketing and Sales Promotion

Direct Marketing and Sales Promotion Examination June 2013
CAM Diploma
122 – Direct Marketing and Sales Promotion
Time:
09:30-11:30
Date:
4 June 2013
Two Hours Duration
This examination is in THREE compulsory parts.
PART A – Has ONE question worth 50% of the total marks.
PART B – Has TWO questions; answer ONE. The answer will be worth 25%
of the total marks.
PART C – Has TWO questions; answer ONE. The answer will be worth 25%
of the total marks.
You are required to give your answers in the answer book provided. DO NOT
repeat the question in your answer, but show clearly the number of the
questions attempted on the appropriate pages of the answer book. Please
start each question on a new page.
Rough work and notes must be written in the answer book or on
supplementary sheets and must be clearly identified.
© CAM Foundation 2013
Direct Marketing and Sales Promotion Examination June 2013
DIRECT MARKETING AND SALES PROMOTION
PART A – Compulsory
The Gatehouse Theatre
Background
The Gatehouse Theatre is a small 400 seat regional theatre, which presents a range of
touring productions. A different production is offered each week and, in a typical season, the
theatre offers 12 different productions. There is a small bar, which serves a variety of drinks
and hot and cold snacks. For two years, the theatre has been capturing all bookings on its
database system, has accurate records of which performances have been attended, and the
numbers of tickets booked on each purchasing occasion for 40,000 customers. Currently it
uses the data simply to mail out a brochure twice a year listing the upcoming season’s
productions to the entire database.
Customer analysis
The Gatehouse theatre has carried out a simple analysis of its customer database records
looking at the number of performances that visitors have attended over a period of time.
The results of the analysis of people attending were as follows:
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one performance over 12 months ago – 6,000
one performance within the last 12 months – 10,000
two performances over six months ago – 8,000
two performances within the last six months – 6,000
between three and five performances over three months ago – 2,000
between three and five performances within the last three months – 4,000
six or more performances within the last three months – 4,000.
The theatre has also been able to establish that many theatre-goers appear to favour certain
types of performance – drama, dance, comedy and music. The theatre holds basic
demographic data and email addresses for all customers on the database.
The current Marketing Manager is uncertain of the marketing implications and potential
applications of this information.
The above data has been based on a real-life organisation, but details have been changed for
assessment purposes and do not reflect current management practices.
CAM Diploma
PART A – Compulsory
It is recommended that you spend approximately ONE hour on PART A.
Question One
You have recently been appointed as a Marketing Assistant for the Gatehouse Theatre and
one of your key tasks is the management of the database and associated marketing support.
Write a report that:
a.
explains how the data held on the database may be used to analyse the customers and
improve direct marketing opportunities for the Gatehouse Theatre
(10 marks)
b.
advises the Gatehouse Theatre on how it should use its database information to develop
an effective direct marketing plan aimed at encouraging past customers to book tickets
for the new season’s performances
(25 marks)
c.
recommends a loyalty scheme that could be used to increase customer retention for the
Gatehouse Theatre.
(15 marks)
(Total 50 marks)
Direct Marketing and Sales Promotion Examination June 2013
PART B – Compulsory – Sales Promotion
It is recommended that you spend approximately HALF AN HOUR on PART B.
Answer EITHER Question Two OR Question Three
Question Two
Chester Zoo is the largest zoo in the UK and home to 7,000 animals of 400 different species.
This zoo was named as ‘Large Tourist Attraction of the Year’ in 2011, at the Marketing
Cheshire Awards.
In 2011, the zoo had 1.4 million visitors – the first time in its history that visits were over 1
million. The peak period is April to September, when Chester Zoo receives 75% of its
visitors.
In your role as Marketing Assistant, you have been asked to address the nature of seasonal
visits by producing a report for your Marketing Manager that:
a. outlines THREE sales promotion activities that will encourage visitors to visit Chester Zoo
during the off-peak period
(15 marks)
b. explains how each of the suggested sales promotions will be evaluated.
(10 marks)
(Total 25 marks)
Question Three
a. Using examples of your choice, evaluate the differences between price promotion and
premium promotion.
(15 marks)
b. Explain how sales promotion activities can be used to extend a brand into new
distribution outlets.
(10 marks)
(Total 25 marks)
CAM Diploma
PART C – Compulsory – Direct Marketing
It is recommended that you spend approximately HALF AN HOUR on PART C.
Answer EITHER Question Four OR Question Five
Question Four
In your role as Marketing Assistant, working for a charity of your choice, you have been
asked to address the following tasks:
a. using THREE creative execution techniques of your choice, explain how to increase
response rates to direct mail
(15 marks)
b. draft a direct marketing letter that aims to increase individual donations for your chosen
charity.
(10 marks)
(Total 25 marks)
Question Five
As part of its ongoing marketing communications, your client, a large national provider of
fixed and mobile telephone, TV and broadband internet services, has retained your agency
to plan and implement a direct marketing campaign to support its above-the-line promotional
activity.
In your role as the Direct Marketing Executive, produce a briefing paper for your Marketing
Manager that:
a. recommends how this client might set the budget for the direct marketing activity
(15 marks)
b. suggests and justifies TWO direct marketing techniques to support the client’s above-theline promotional activity.
(10 marks)
(Total 25 marks)
END OF EXAMINATION
Direct Marketing and Sales Promotion Examination June 2013
CAM Diploma
Direct Marketing and Sales Promotion Examination June 2013
Moor Hall
Cookham
Maidenhead
Berkshire, SL6 9QH, UK
Telephone: 01628 427120
Facsimile: 01628 427399
Website: www.cim.co.uk