CONFIDENTIAL BM/JUN 2014/MKT404 UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION COURSE : MARKETING COURSE CODE : MKT404 EXAMINATION JUNE 2014 TIME : 3HOURS INSTRUCTIONS TO CANDIDATES 1 This question paper consists of six (6) questions. 2 ‘Answer four (4) questions in the Answer Booklet. Start each answer on a new page. 3 Do not bring any material into the examination room unless permission is given by the invigitator. 4 Please check to make sure that this examination pack consists of i) the Question Paper il) an Answer Bookiet - provided by the Faculty DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO This examination paper consists of 3 printed pages (© Hak Cipta Universiti Teknologi MARA CONFIDENTIAL,CONFIDENTIAL, 2 BM/JUN 2014/MKT404 QUESTION 1 a) Identify two (2) types of marketing channels. (10 marks) b) Explain three (3) strategies available to marketers in determining the number of channel members to use at each market level. (15 marks) QUESTION 2 2) Explain with supporting examples, three (3) types of consumer products. (10 marks) b) As a marketing manager of an insurance company, you are required to decide the service characteristics that company must consider when designing marketing programs. Explain three (3) of these special characteristics of service. (15 marks) QUESTION 3 Discuss five (5) major trends that are changing the marketing landscape and challenging marketing strategy. oo (25 marks) QUESTION 4 One useful device for identifying growth opportunities is the product/market expansion grid a) Describe the product/market expansion grid. (6 marks) b) Explain with relevant examples the product/market expansion strategies. (20 marks) © Hak Cipta Universiti Teknologi MARA CONFIDENTIALCONFIDENTIAL 3 BM/JUN 2014/MKT404 QUESTION 5 Direct marketing means connecting directly with carefully targeted consumers on a one-to- ‘one or interactive basis. a) __ Identify five (5) types of direct marketing (10 marks) b) Explain three (3) benefits of direct marketing to buyers. (15 marks) QUESTION 6 Your company is planning to expand the business internationally. You believe that operating in global markets present new challenges, particularly in segmenting the market into distinct buying needs and behaviours. a) Explain three (3) variables that can be used to segment an international market (10 marks) b) _ Elaborate five (5) ways on how to segment a market effectively. (15 marks) END OF QUESTION PAPER © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL,