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College of Business, Hospitality and Tourism Studies
SCHOOL OF MANAGEMENT INDUSTRIAL RELATIONS & OHS
DEPARTMENT OF MANAGEMENT, INDUSTRIAL RELATION AND OHS
MKT501 – INTRODUCTION TO MARKETING
FINAL EXAMINATION: TRIMESTER 1, 2016
QUESTION PAPER
This examination constitutes 50% of total assessment of this unit and students must score
40/100 in this examination in order to pass this unit.
INSTRUCTIONS
1. Time Allowed: 3 hours with additional 10 minutes reading time.
2. All answers are to be written in the Answer Booklet provided.
3. Write your ID Number on All the pages in your Answer and any extra sheets that you use.
4. This is a closed book examination. You are not permitted to access any books, notes or
other forms of written or electronic materials.
5. Attach the extra sheets securely at appropriate place before handing-in the Answer Booklet
to the supervisor.
SECTIONS
QUESTIONS
MARKS
Section A: Multiple Choice Questions
20 Questions. Attempt All.
20
Section B: Short Answer Questions
Section C: Essay
8 Questions. Attempt All.
2 Essay Questions. Attempt only One [1]
40
20
Section D: Case Study
Attempt all questions
20
TOTAL/WEIGHT
MKT501
100/50%
Trimester 1/ 2016
Page 1 Turn Over
SECTION A
MULTIPLE CHOICE QUESTION
[20 MARKS]
You are required to answer ALL multiple choice questions on the answer booklet provided.
Each question is worth 1 mark.
1. Marketing Information System consists of people and procedures for;
A.
B.
C.
D.
Assessing the information needs
Developing needed information
Helping decision makers use the information for customers
All of the above
2. The needs that are shaped by culture and individual personality is known as;
A.
B.
C.
D.
Needs
Wants
Demands
Desire
3. ___________________ is the act of obtaining a desired object from something by
offering something in return
A.
B.
C.
D.
Marketing offerings
Marketing myopia
Marketing Exchange
Marketing demands
4. The idea that consumers will not buy enough of the firm’s products unless it undertakes
a large scale selling and promotion effort. This marketing management orientation is
known as:
A.
B.
C.
D.
Production Concept
Selling Concept
Product Concept
Marketing concept
5. A significant market force where customers themselves are playing a bigger role in
shaping their own brand experience and those of others is known as;
A.
B.
C.
D.
MKT501
Customer Relationship Management [CRM]
Customer Loyalty and Retention
Customer management relationship
Consumer Generated marketing
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6. ___________________ is the process of developing and maintaining a strategic fit
between the organization’s goals and capabilities and its changing marketing
opportunities.
A.
B.
C.
D.
Objectives
Strategy
Mission
Strategic Planning
7. The collection of businesses and products that make up the company is known as;
A.
B.
C.
D.
Business portfolio
Portfolio analysis
SWOT analysis
Strategic Analysis
8. Figure 1; Company strategic planning
The sign that shows low share businesses and products that may generate enough cash
to maintain themselves but do not promise to be large sources of cash is known as;
A.
B.
C.
D.
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Stars
Cash cow
Questions Mark
Dogs
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9. Product/market expansion grid is a tool for identifying company growth opportunities
through market penetration, market development, product development, or
diversification. Which of the following is referring to Market development?
A. is a growth strategy increasing sales to current market segments without changing
the product
B. is a growth strategy that identifies and develops new market segments for current
products
C. is a growth strategy that offers new or modified products to existing market
segments
D. is a growth strategy through starting up or acquiring businesses outside the
company’s current products and markets
10. The division of market into distinct groups of buyers who have different needs,
characteristics, or behaviour and who might require separate products or marketing
mixes is known as;
A.
B.
C.
D.
Market segmentation
Market Segment
Market Targeting
Marketing positioning
11. The environment that consists of actors and forces outside marketing that affect
marketing management’s ability to build and maintain successful relationships with
customers is known as;
A.
B.
C.
D.
Marketing environment
Micro environment
Macro environment
Strategic environment
12. Marketing Intermediaries help the company to promote, sell, and distribute its products
to final buyers. The firm that help company’s stock and move goods from point of origin
to their destinations is known as;
A.
B.
C.
D.
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Resellers
Physical distribution firms
Financial intermediaries
Marketing services agencies
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13. ______________________ describe things such as the market potential for a product or
the demographic and attitude of consumers who buy the product is known as;
A.
B.
C.
D.
Exploratory research
Descriptive research
Casual research
Market research
14. ______________________ consist of buyers in other countries including consumers,
producers, resellers and government is known as;
A.
B.
C.
D.
International markets
Consumer markets
Business markets
Government markets
15. ________________ consist of factors that affects consumer purchasing power and
spending pattern is known as;
A.
B.
C.
D.
Cultural environment
Natural environment
Economic environment
Social environment
16. Customer insights group collect customer and market information from a wide variety
of sources. Which one of the following is TRUE about customer Insights;
A.
B.
C.
D.
Fresh and deep insights into customers’ needs and wants
Sometimes difficult to obtain
Better information and more effective use of existing information
All of the above
17. In developing marketing information, one of the source of this information is through
Marketing Research. Which one of the following best describe this source;
A. are electronic collections of consumer and market information obtained from data
sources within the company network
B. The systematic collection and analysis of publicly available information about
consumers, competitors and developments in the Marketplace.
C. is the systematic design, collection, analysis, and reporting of data relevant to a
specific marketing situation facing an organization
D. electronic data bases for consumers
MKT501
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18. ___________________ is a set of company with different products or brands who are
responsible for developing strategies and plans for specific products and brands;
A.
B.
C.
D.
Functional organization
Product management organization
Market management organization
Geographic organization
19. A written research plan will be carried out according to this order;
A. Research Objectives > Management problem >Information needed> Interpret result
for managerial decision making> Budget
B. Management problem> Budget. >Research Objectives>Information needed>
Interpret result for managerial decision making
C. Management problem> Information needed > Research Objectives > Interpret result
for managerial decision making> Budget
D. Management problem>Research Objectives>Information needed> Interpret result
for managerial decision making> Budget
20. ____________involves gathering primary data by observing relevant people, actions,
and situations.
A.
B.
C.
D.
Observational research
Ethnographic research
Survey research
Secondary research
SECTION B
SHORT ANSWER QUESTIONS
[40 MARKS]
There are EIGHT (8) questions in this section. You are required to answer ALL questions from
this Section in the Answer Booklet provided.
Question 1
Consumer buying behavior is the buying behavior of the final consumers, individuals and
households who buy goods and services for personal consumption.
Name and describe the types of consumer buying behavior. Which one would most likely be
involved in the purchase of Carpet?
[5marks]
MKT501
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Question 2
The actual purchase decision is part of a much larger buying process—starting with need
recognition through how you feel after making the purchase.
Name and briefly describe the five [5] steps in the Buyer Decision Making Process. [5 marks]
Question 3
Adoption process is the mental process an individual goes through from first learning about an
innovation to final regular use.
List and discuss the Five [5] stages in the adoption process.
[5 marks]
Question 4
Price is the sum of all the value that consumers give up in order to gain the benefits of having or
using a product and service.
Name and describe the Five [5] product mix pricing decision.
[5 marks]
Question 5
Pricing decisions made hastily without sufficient research, analysis, and strategic evaluation can
lead to the marketing organization losing revenue.
Name and briefly describe Five [5] Price adjustment strategies such as Segmented pricing,
Promotional pricing, Geographic pricing, Dynamic pricing, International pricing. [5 marks]
Question 6
Prices set too high can also impact revenue as it prevents interested customers from purchasing
the product. A company can or might take effective action to response to price changes.
Name and discuss Four [4] actions company can take in responding to the price changes.
[5 marks]
Question 7
A product is the item offered for sale. A product can be a service or an item. It can be physical
or in virtual or cyber form.
Briefly describe the Five [5] Product – Life cycle Strategies. Explain why products enter the
decline stage of product life cycle and discuss option for marketers at this stage.
[5 marks]
MKT501
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Question 8
Sustainable marketing is meeting needs of consumers while preserving the ability of future
generations to meet their needs.
Describe the five sustainable marketing principles and explain how companies benefit from
adhering to them.
[5 marks]
SECTION C
ESSAY
[20 MARKS]
There are TWO [2] question in this section. You are required to do only ONE [1] Essay question
on the Answer Booklet provided.
1. Mass marketing include all possible customer in a market regardless of the difference in
their specific needs and wants. Companies vary in their ability to serve all customers in
the market and therefore cannot serve all customers in the marketplace. For that
Reason Company needs to design a customer-driven marketing strategy to build right
relationship with right customers.
a. Name and discuss with examples Four [4] major steps in designing a customerdriven marketing strategy.
[8 marks]
b. Describe Four [4] major set of variable that might be used in segmenting consumer
markets and Discuss Five [5] requirements for effective segmentation.
[12 marks]
OR
Product is anything that can be offered in a market for attention, acquisition, use, or
consumption that might satisfy a need or want and Service is a product that consists of
activities, benefits or satisfaction that is essentially intangible and does not result in the
ownership of anything
a) Name and describe three level of products and discuss the Four [4] classification of
products and service with examples.
[12 marks]
b) Describe the Four [4] characteristics of service that marketers must consider when
designing marketing program. Explain using the service offered by a message
therapist and discuss the characteristics.
[8 marks]
MKT501
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SECTION D
CASE STUDY
[20 MARKS]
There are FOUR [4] questions in this section. You are required to attempt ALL the questions.
FAILURE OF AUTO SPARES SERVICES
Auto Spares is a car servicing business which has entered the market recently. There is a
growing trend towards a promotion of new services involving tune-ups and preventive
maintenance such as brake and muffler checkups. Auto Spares Services has bundled its offer
into a total package for S100. Frequently, these check-ups provide the opportunity for muffler
replacement and new brake pads even though these parts are not fully worn out. Consumers
are unable to make their own assessment of the wear and tear of the car parts and rely on
repair shops to advice and recommend action.
Auto Spares Services has used various
promotional tools to create awareness about their offer.
Flyers and billboards proved quite effective in exposing and grasping consumers' attention.
Initially, Auto Spares Services managed to extend its customer base but as competition became
stiff it began to lose its valuable customers. The efforts to retain existing customers failed. This
raised a question for the business - What went wrong?
[www.businescasestudy.com]
QUESTIONS
You are required to answer ALL questions given below on the Answer Booklet provided.
1. Identify any three marketing mix elements mentioned in the case study.
[6 Marks]
2. State three [3] reasons why Auto Spares Services lost its valuable customers.
[3 Marks]
3. What strategies could Auto Spares Services use to ensure that they retain existing
customers and attract potential ones?
[5 Marks]
4. Carry out a SWOT analysis for the above case study.
[6 Marks]
THE END
MKT501
Trimester 1/ 2016
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