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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) -END- Page 10 of 10