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HALF YEAR EXAMINATIONS 2010

Unit: MKTG208 - MARKETING

MANAGEMENT

Date: 23rd November, 2010 at 1.50pm.

Time Allowed: THREE HOURS PLUS TEN (10)

MINUTES READING TIME

Total Number of Questions: 61

Instructions:

1. Answer the following questions:

Section A: MULTIPLE CHOICE questions. Answer all 50 questions as they are

compulsory.
Section B: TUTORIAL ACIVITIES AND THEORY INTO PRACTICE
Answer FOUR OUT OF TEN questions.
Section C: HOLISTIC MARKETING
Answer all parts of this ONE question..

2. Section A is worth 50 marks.

Section B is worth 40 marks.
Section C is worth 10 marks.
The total value of this exam is 100 marks.

3. Answer Section A multiple choice questions on the answer sheet provided.

Answer Sections B and C in answer booklet provided.
Clearly mark the questions you have attempted on the cover page of the examination answer
booklet/s.

4. Dictionaries and calculators are NOT permitted.

SECTION A: MULTIPLE CHOICE QUESTIONS – 50 MARKS.

NOTE: THIS SECTION IS COMPULSORY.

ALL QUESTIONS IN SECTION A MUST BE ANSWERED.
CHAPTERS 2, 5, 10, 11, 12, 13, 14, 16, 17, 20.

SAMPLE MULTIPLE CHOICE QUESTIONS FOR EXAM-these are not

the test questions!

1. Market-driven organizations tend to excel in three distinctive capabilities:

________, customer linking, and channel bonding.
a. target marketing
b. market research
c. fulfilling customer needs
d. market sensing
e. customer-service relationships

2. The task of any business is to deliver ________ at a profit.

a. customer needs
b. products
c. customer value
d. products and services
e. improved quality

3. The ________ is a tool for identifying ways to create more customer value.
a. value chain
b. customer survey
c. brand loyalty index
d. promotion channel
e. supplier database

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1. The opening vignette on Ritz-Carlton shows that successful marketers are
the ones that fully ________.
a. understand promotional strategy
b. diversify their product line
c. divorce themselves from a production mentality
d. satisfy their customers profitably
e. understand the sales concept

2. To achieve a point-of-parity (POP) on a particular attribute or benefit, a

sufficient number of consumers must believe that the brand is “________”
on that dimension.
a. most excellent
b. neutral
c. marginal
d. good enough
e. service based

3. Michael Porter has identified five forces that determine the intrinsic long-
run attractiveness of a market or market segment. Which of the following
would NOT be among Porter’s five forces?
a. Industry competitors
b. Technological partners
c. Substitutes
d. Buyers
e. Potential entrants

4. The consumer usually purchases ________ frequently, immediately, and

with a minimum of effort.
a. specialty goods
b. shopping goods
c. “must haves” goods
d. personal goods
e. convenience goods

5. There are five categories of offerings for a service. It can be either a minor
or a major component of the company’s offerings. Which of the following
is NOT one of these five categories?
a. Pure tangible good

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 b. Tangible good with accompanying services
c. Hybrid
d. Major service with accompanying minor goods and services
e. Major service with accompanying major goods

6. The definition of ________ prices is: In considering an observed price,

consumers often compare it to an internal memory reference price or an
external frame of reference (such as a posted “regular retail price”).
a. historical
b. reference
c. promotional
d. everyday low price
e. none of the above

7. Intermediaries include retailers, ________, and logistical organizations.

a. Internet companies
b. wholesalers
c. competitors
d. box stores
e. none of the above

8. Franchising accounts for more than $1 trillion of annual U.S. sales and
nearly one-third of all retail transactions. Franchises are distinguished by
three characteristics, which are: (1) The franchisee pays for the right to be
part of the system: (2) the franchisor provides its franchisees with a system
for doing business; and (3) ________.
a. the franchisor controls all actions of the franchisee including hiring and
marketing decisions
b. the franchisee has unlimited freedom to change the operation once
he/she pays the upfront charges
c. the franchisor owns a trade or service mark and licenses it to franchisees
in return for royalty payments
d. the franchisor receives a percentage of sales from the franchisee for the
right to belong
e. none of the above

9. Modern marketing calls for more than developing a good product, pricing it
attractively, and making it accessible. Companies must also ________.
a. attract popular celebrities to endorse their brands in order to appear
credible

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 b. reach historically underrepresented markets with their products
c. relate to employees on a more personal level
d. advertise exclusively to current users to cement their commitment to the
brand
e. communicate with present and potential stakeholders and the general
public

10.Recent trends in retailing includes which of the following?

a. Reduction in the level of global competition
b. Decline in the “shop at home” markets
c. Growth of the “smaller” boutique-type stores
d. Competition between Internet selling and store-based retailing
e. Competition between store-based and non-store-based retailing

14. A company can add new products through acquisition or development. The
acquisition route can take three forms. The company can buy other companies;
it can acquire patents from other companies; or it can buy a ________ or
_________ from another company.
a. license; franchise
b. license; receive permission
c. franchise; co-brand
d. franchise; acquire rights
e. none of the above

15. New-to-the- world products are ________.

f. new products that create an entirely new market
g. new products that allow a company to enter an established market
h. new products that supplement established product lines
i. new products that provide greater perceived value and replace existing
products
j. existing products that are targeted to new markets or market segments

Please turn page for Section B

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SECTION B: QUESTIONS RELATING TO TUTORIAL
WORKSHOPS 40 MARKS

YOU SHOULD ATTEMPT FOUR OF THE FOLLOWING

TEN (10) QUESTIONS.

Please write a minimum of one paragraph response for each question.

Sentences would be preferred over bullet points.

Each question is worth 10 marks.

Be sure to clearly number each question that you answer.

Use case examples where possible and suggested to support your answer.

THE TOPICS FROM WHICH YOU WILL CHOOSE ARE

BELOW.
THEY REFLECT THE TUTORIAL TOPICS.

Question 1 Survey Research 10 marks

Question 2 Ethnic Marketing 10 marks

Question 3 Buying Habits and Life Stage 10 marks

Question 4 Brands 10 marks

Question 5 Product Differentiation 10 marks

Question 6 Services Marketing 10 marks

Question 7 Pricing 10 marks

Question 8 Retailing 10 marks

Question 9 Buzz and Viral Marketing 10 marks

Question 10 New Product/Market Strategy 10 marks

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 SAMPLE EXAM ANSWER FOR A TYPICAL
QUESTION IN TUTORIALS

From CHAPTER 3. GATHERING INFORMATION AND SCANNING

THE ENVIRONMENT BUT THIS IS NOT A QUESTION IN THE
EXAM-IT IS PURELY REPRESENTATIVE

Question: Is Consumer Behaviour More of a Function of a Person’s Age

or Generation?

One of the widely debated issues in developing marketing programs that target
certain age groups is how much consumers change over time. Some marketers
maintain that age differences are critical and that the needs and wants of a 25-
year-old in 2010 are not that different from those of a 25-year-old in 1970.
Others dispute that contention and argue that cohort and generational effects
are critical and that marketing programs must therefore suit the times.
Age differences are fundamentally more important than cohort effects versus
cohort effects can dominate age differences.

A Suggested Response:
Pro: People are the “age” they think they are. We have experienced some
fundamental changes in consumer lifestyles and the definition of “family.”
These changes suggest that people are and can adapt to different products
regardless of their chronological age.

Today a vast number of aging baby boomers, for example, do not think of
themselves as approaching middle age; as a result represent a growing market
for age defeating products. This is true with other age groups, as the advances
in medicine, technology, and income have redefined what the “age” number
really means to people. In marketing today, the marketing of a product or
service can be designed to fit differing age groups by its positioning and
advertising. Key examples include cruise line advertising and marketing to
“active adults” encompassing a wide range of activities and locations
previously thought of for the “youth” market.

Conversely, with the delay in child bearing and child rearing by some
generations, activities that were once thought of as for middle age or empty
nesters can be remarketed to appeal to these groups as well. Some generations

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have decided to explore the world before settling down with children and a
mortgage. All of these changes open up vast amounts of marketing
opportunities to enterprising firms and individuals. Marketing to one’s
perception of “age” rather than to the physical definition of age is an exciting
new arena for marketers.

Con: Age and cohorts are more important than age differences. People still
pass through life as part of a “group” and experience the newness of life
through cohort experiences and relate to others within their identifiable group.

Marketing to cohorts extends the ability of the marketer to capitalize on shared

emotions, experiences, trends, and fads that have or had made lasting
impressions on the cohort. Technology has changed so much in the last few
decades and has influenced subsequent generations about expectations and
potential, that one must market to the cohorts in order to identify with their
experiences.
People within a particular cohort seek information for purchase decisions from
influencers within their cohort. Marketers must identify these influencers and
tailor messages that affect their review of products and gain favor with them.

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SECTION C: QUESTIONS RELATING TO ESSAY ON HOLISTIC
MARKETING 10 MARKS

YOU SHOULD ATTEMPT THE FOLLOWING

QUESTION. IT IS COMPULSORY.
Please write AT LEAST a one page response for this question.

This question is worth 10 marks.

Be sure to clearly number each question in your answer book.

Question 11 HOLISTIC MARKETING 10 marks

Use your essay as the basis of planning for this component of the exam.

END OF EXAM

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