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Postgraduate Diploma in Marketing
December 2013 Examination
Discovering Marketing Essentials (DME)
Date: 12th December 2013
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
2.
3.
4.
5.
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
Always start answering a question on a new page
You are reminded that answers should not be written in pencil or red pen except
in drawing diagrams
Answer the questions using:
 Effective arrangement and presentation
 Clarity of expression
 Logical and precise arguments
 Clear diagrams and examples where appropriate
Illegible hand writing and language errors 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
An organisation adopting a ________ orientation run a major risk of focusing too narrowly
on their own operations and losing sight of the real objective – building customer
relationships by satisfying customer’s needs.
Fill in the blank with the appropriate word:
a.
b.
c.
d.
Production
Sales
Relationship
Marketing
Question 1.2
According to Professor Kotler, Marketing Management is defined as follows:
a. The art and science of choosing target markets and building profitable relationships
with them.
b. An attitude in mind where the customer is at the centre of all business purposes.
c. Ensure product quality is maintained and improved continuously.
d. None of the above.
Question 1.3
The actors and forces outside marketing management’s ability to build and maintain
successful relationships with target customers is referred to as:
a.
b.
c.
d.
Internal Environment
Micro Environment
Macro Environment
Marketing Environment
Page 2 of 10
Question 1.4
A person within a reference group who, because of special skills, knowledge, personality, or
other characteristics, exerts influence on others is known as:
a.
b.
c.
d.
Opinion Leader
Gatekeeper
Decider
Influencer
Question 1.5
The Adoption process is defined as “the mental process through which an individual passes
from first learning about an innovation to final adoption.
Consumers go through five stages in the process of adopting a new product. The five stages
in the correct sequence are as follows:
a.
b.
c.
d.
Adoption, Trial, Evaluation, Interest and Awareness
Awareness, Interest, Evaluation, Trial and Adoption
Awareness, Evaluation, Trial, Interest, and Adoption
Interest, Evaluation, Awareness, Trial and Adoption
Question 1.6
Business demand that ultimately comes from (derives from) the demand for consumer
goods is referred to as:
a.
b.
c.
d.
Market Demand
Derived Demand
Perceived Demand
None of the above
Question 1.7
Coca- Cola’s “Coke in the morning” advertising campaign attempts to increase Coke
consumption by promoting the beverage as an early morning pick-me-up.
With reference to segmentation, the type of segmentation used by Coca-Cola is:
a.
b.
c.
d.
Gender Segmentation
Benefit Segmentation
Occasion Segmentation
Age and Life-cycle Segmentation
Page 3 of 10
Question 1.8
Marriott Hotel markets to a variety of segments such business travellers, families and other
by offering with hotel formats and packaging adapted to their varying needs.
The above market-coverage strategy is known as:
a.
b.
c.
d.
Undifferentiated Marketing
Mass Marketing
Segmented Marketing
Concentrated Marketing
Question 1.9
With reference to target marketing, evaluating different market segments, a firm must look
at three factors such as:
a. Segment size and growth, segment structural attractiveness and competitor’s
strengths and weaknesses
b. Segment size and growth, segment structural attractiveness and company objectives
and resources
c. Segment size and growth, segment structural attractiveness and sales growth
d. Segment size and growth, sales growth and company objectives and resources
Question 1.10
A group of products that are closely related because they function in a similar manner, are
sold to the same customer groups, are marketed through the same types of outlets, or fall
within given price ranges is known as:
a.
b.
c.
d.
A Product Line
Product Mix
Product Assortment
None of the above
Page 4 of 10
Question 1.11
A powerful brand has high ________, which is the positive differential effect that knowing
the brand name has on consumer response to the product or service.
Fill in the blank with the appropriate word:
a.
b.
c.
d.
Brand Positioning
Brand Equity
Private Brand
Brand Extension
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 is more appropriate to implement?
a.
b.
c.
d.
Market Development Pricing Strategy
Market Skimming Pricing Strategy
Market Penetration Pricing Strategy
Market Positioning Pricing Strategy
Question 1.13
Setting a price based on buyer’s perceptions of value rather than on the seller’s cost is
known as:
a.
b.
c.
d.
Competitor Oriented Pricing
Value-based Pricing
Psychological Pricing
Breakeven Analysis
Question 1.14
The tasks involved in planning, implementing and controlling the physical flow of materials,
final goods and related information from points of origin to points of consumption to meet
customer requirements at a profit is termed as:
a.
b.
c.
d.
Supply Chain Management
Intensive Distribution
Marketing Logistics
Vertical Marketing System
Page 5 of 10
Question 1.15
With reference to Public Relations, building and maintaining relations with legislators and
government officials to influence legislation and regulation is known as:
a.
b.
c.
d.
Investor Relations
Public Affairs
Lobbying
Press Release
Question 1.16
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.
b.
c.
d.
Informative, Creative and Reminder Advertising
Informative, Persuasive and Creative Advertising
Creative, Persuasive and Reminder Advertising
Informative, Persuasive and Reminder Advertising
Question 1.17
A system or selling process of identifying the people who has the need for a given product is
known as:
a.
b.
c.
d.
Prospecting
Idea Screening
Sales Presentation
Meeting Objections
Question 1.18
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.
b.
c.
d.
Marketing Audit
Control Process
Marketing Implementation
Ansoff Matrix
Page 6 of 10
Question 1.19
The internet version of word-of-mouth marketing is known as:
a.
b.
c.
d.
Permission Marketing
Customised Marketing
B2C Marketing
Viral Marketing
Question 1.20
A network of computers that connects people within a company to each other and to the
company network is known as:
a.
b.
c.
d.
Internet
Extranet
E-marketing
None of the above
(Total 20 Marks)
Page 7 of 10
PART TWO
This part includes SIX compulsory short answer questions
Answer all questions
Question 02
Explain briefly the following:
I.
II.
III.
IV.
Production Concept
Product Concept
Selling Concept
Marketing Concept
(10 Marks)
Question 03
a. Briefly discuss the following terms:
I.
II.
Customer Perceived Value
Customer Satisfaction
(3 Marks)
b. Identify and explain three benefits of customer loyalty and retention to a large retail
outlet.
(5 Marks)
c. Identify two methods the retail outlet could use in order to achieve customer loyalty
and retention.
(2 Marks)
(10 Marks)
Question 04
a. Briefly explain the following terms with relevant examples:
I.
II.
Consumer Market
Business Market
(2 Marks)
b. Identify and discuss the five (05) stages in the Consumer Buyer Decision Process.
(8 Marks)
(10 Marks)
Page 8 of 10
Question 05
a. Explain the following terms:
I.
II.
III.
Market Segmentation
Market Targeting
Market Positioning
(3 Marks)
b. Briefly explain four bases of segmenting a consumer market with relevant examples
of your choice.
(7 Marks)
(10 Marks)
Question 06
a. Identify and briefly explain four (04) types of consumer products with relevant
examples.
(05 Marks)
b. What are the four (04) characteristics that affect the marketing of a service?
(05 Marks)
(10 Marks)
Question 07
a. Identify the two broad pricing strategies an organisation could use in the
introduction stage of the product life cycle.
(04 Marks)
b. Explain the concept of ‘Integrated Marketing Communications’.
(02 Marks)
c. Discuss the Public Relations methods used by companies to communicate with the
public?
(04 Marks)
(10 Marks)
Page 9 of 10
PART THREE
This part includes TWO Essay Type Questions
Answer only ONE question from this part
Question 08
a. Identify the range of alternative channels of distribution for consumer products
available in an organisation.
(06 Marks)
b. Explain the roles performed by retailers and wholesalers in the distribution channel.
(14 Marks)
(Total 20 Marks)
Question 09
a. With reference to a mobile manufacturing company, identify three (03) reasons why
it is important to introduce new products and discuss three (03) potential risks of
introducing new products?
(06 Marks)
b. Explain the key stages of the new product development process with reference to a
mobile phone manufacturer.
(14 Marks)
(Total 20 Marks)
(Total 100 Marks)
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