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Professional Marketing
Marketing (2100)
Candidate guidance:
Answer all questions on the separate answer sheet provided and make sure you read
the guidance information provided at the top of the answer sheets
Ensure your membership number and centre number or name are provided on the
answer sheet
Read all questions carefully before attempting them
Section 1
1. Organisations who have adopted marketing as a business philosophy will consider
which of the following?
3. Which of the following is an important output, for the organisation, of effective cross-
functional working involving marketing?
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4. The 'MOST' approach to marketing planning includes which of the following?
a. promotional offers
b. marketing database
c. environmental factors
d. market research
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8. Which of the following is a personal factor which is likely to impact a consumer's
buying behaviour?
b. life-cycle stage
d. exposure to advertising
9. Which of the following occurs at the end of the organisational buying process?
10. In organisational buying, typically which of the following would be involved in the
buying process?
a. personal selling
b. protracted negotiating
c. decision makers
d. impulse purchases
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12. Routine response purchases are commonly associated with which of the following?
a. FMCG products
13. Which of the following is a key criterion when establishing if a segment will be
effective for marketing purposes?
a. accessibility
b. perishability
c. variability
d. confidentiality
14. In many segments, customers are now more likely to shop online than to actually
travel to a physical store to make a purchase. Which macro-environmental factor has
facilitated this change in customer behaviour?
a. legal
b. economic
c. technological
d. political
a. stakeholders
b. shareholders
c. intermediaries
d. partners
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16. Which of the following is a useful tool when assessing the organisation's internal and
external marketing environment?
a. PESTEL
b. DRIP
c. SWOT
d. SOSTAC
18. An organisation's mission statement and vision are of most relevance to which of the
following?
b. interest rates
c. competitor activities
d. government policy
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20. 'Field research' refers to which of the following?
a. primary research
b. online research
c. secondary research
d. desk research
21. Which of the following is true about the use of self-completion surveys for data
gathering purposes?
22. Test marketing is a form of which of the following in terms of data gathering?
a. panel
b. delphi method
c. focus group
d. experimentation
23. Which of the following sources is likely to provide the most accurate, unbiased and
reliable data?
a. government statistics
b. blogs
c. the media
d. company websites
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24. Which of the following is a benefit of social media as a potential source of data for
marketing purposes? It is:
b. likely to be unbiased
27. Which of the following elements of the marketing mix has a direct correlation to both
how the customer perceives value and the revenues which can be achieved for the
organisation?
a. product
b. price
c. place
d. promotion
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28. Consumers can only buy Tigo Corporation products by telephone or online. The
effective management of Tigo's call centre and website are part of which element of
the marketing mix?
a. promotion
b. price
c. product
d. place
29. Which of the following is used by marketers because services lack tangibility?
a. promotion
b. price
c. process
d. physical evidence
30. The cleanliness of a waiting room in a doctor's surgery and the way it is decorated
are examples of:
a. customer segmentation
b. physical evidence
c. product placement
d. channel management
31. Which of the following, when developing a marketing campaign, is a likely benefit of
ensuring that all elements of the marketing mix are relevant for the intended market?
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32. The adoption of a more co-ordinated approach to developing the marketing mix will
enhance:
a. packaging
b. distribution
c. positioning
d. orientation
33. When a customers needs change, which of the following should the product
manager do as a priority?
34. Jack is a product manager. He has just read a report from a reliable source indicating
that the changing economy and legislation is going to impact directly on his product
portfolio. What action should Jack take now?
35. Which of the following provides evidence to all stakeholders of the tactics deployed
by an organisation to achieve its marketing objectives?
a. market research
b. market segmentation
c. marketing mix
d. marketing strategy
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36. StayWarm is a very small charity for the homeless. It wants to communicate specific
messages about homelessness to young adults in employment. Which of the
following is likely to be the best method?
b. social media
c. TV advertising
d. sponsorship activities
37. Which of the following is the most important element of the marketing mix in
business-to-business services marketing where a high level of personal involvement is
necessary to close a sale?
a. people
b. process
c. product
d. physical evidence
38. Days Manufacturing Group has introduced a new approach to the distribution of its
existing products. This is most likely following a review of which element of the
marketing mix?
a. people
b. product
c. promotion
d. place
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39. Chico is a recognisable high quality premium brand and has very limited competition.
It is under pressure from shareholders to increase revenues. Changing which of the
following is likely to have the most immediate impact?
a. product
b. place
c. price
d. process
40. Nesbit Bank has launched a new current account banking package to attract new
customers and in an attempt to retain existing customers. How might the bank
measure the effectiveness of its marketing mix in respect of the new account?
a. competitor benchmarking
b. market share
d. media coverage
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Section 2
Case Study 1
Paulo is a product manager and has been tasked by his marketing director with developing a
plan to launch a new product. As part of the plan, he has developed an appropriate
marketing mix to support the launch. Within this, he has decided that his marketing
communications activities will focus on the use of a range of advertising intended to trigger
a specific need or want from consumers in order to prompt them into thinking that they
would like to buy the product. The advertising will feature a free-phone number and email
address for consumers to make contact to register an interest in the product and to obtain
further information.
Paulo has already analysed the competition and evaluated potential distributors and
suppliers, to ensure the launch is a success. One month after the launch he will hold a focus
group session to obtain more detailed feedback from consumers.
CS1.1 Which of the following will be the most useful approach to Paulo in developing his
plan for the product launch?
a. ACORN
b. BCG
c. PLC
d. SOSTAC
CS1.2 Paulo has decided to influence consumers at which stage of the buying process?
a. collecting data
b. evaluating alternatives
c. post-purchase review
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CS1.3 Paulo's analysis and evaluation has focused on which of the following?
a. competitor environment
b. internal environment
c. macro-environment
d. micro-environment
a. level of cross-sales
b. media coverage
CS1.5 The focus group session Paulo is holding one month after the launch will generate
which type of data?
a. online
b. qualitative
c. quantitative
d. secondary
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Case Study 2
Medin Insurance Corporation, like others in the financial services industry, has been
significantly impacted by the financial crisis and the increase in regulation across the
industry, the result of which is that the organisations entire product range and marketing
communications have been changed. However, the organisation has now established a
strong product proposition, largely as a result of Marcels considerable efforts internally in
cross-functional working and in understanding customer needs. To do this, Marcel organised
an event which was attended by eight clients. This involved a group discussion during which
valuable qualitative data was gathered.
CS2.1 Marcel's considerable efforts internally within Medin Insurance Corporation would
have involved which of the following?
CS2.2 For Marcel's clients, which of the following will be the first stage of the buying
process?
a. need recognition
d. supplier evaluation
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CS2.3 For Marcel's products which of the following is likely to be the most important
element of the marketing mix?
a. people
b. physical evidence
c. place
d. promotion
CS2.4 Marcel understood customer needs through use of which of the following?
a. delphi method
b. experiment
c. focus group
d. observation
CS2.5 Which of the following has had the greatest impact on Medin Insurance
Corporation's marketing planning?
a. environmental factors
b. legal factors
c. social factors
d. technological factors
END OF EXAMINATION
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