newal Virtua. Nature Soft. AAS ee 8 KOLEJ SELATAN Final Examination Semester 3 / Year 2012 COURSE : FUNDAMENTALS OF MARKETING COURSE CODE : MKTG2003 TIME :21/2 HOURS DEPARTMENT : MANAGEMENT LECTURER _ : DERRICK LEE VEE SEUNG Student's ID. : BatchNo. + 44 DEC 2012 Notes to candidates: 1) The question paper consists of 2 parts: a) Part A: Multiple Choices Questions (Answer all 15 questions ~ I mark each) b) Part B: Essay Questions (You are required to answer all questions. Will only choose 5 best answers) 2) Total Score of exam, Part A (15 marks) + Part B, choose 5 best answers (8Smarks)FUNDAMENTALS OF MARKETING PART A: MULTIPLE CHOICE QUESTIONS (Answer all ~ 1 mark each) 1. When a company identifies the parts of the market it can serve best and most profitably it is practicing a a, Concentrated marketing b. Mass marketing c. Market targeting dd. Segmenting 2. What are the four steps, in order, to designing a customer-driven marketing strategy? a, Market segmentation, differentiation, positioning, and targeting b. Positioning, market segmentation, mass marketing, and targeting, c. Market segmentation, targeting, differentiation, and positioning d. Market alignment, market segmentation, differentiation, and market positioning, 3. Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be segmentation. a. Geographic b. Benefit ©. End-use d, Customer is defined as anything that can be offered to a market for attention, jon, use, or consumption that might satisfy a want or need. a. Private brand b. Service variability ©. Service d. Product ss are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. a. Services b. Consumer products c, Line extensions 4. Industrial products 6, Most manufactured materials and parts are sold directly to Price and service are the major marketing factors; branding and advertising tend to be less important, a. Consumers b, Industrial users c. Government buyers d. Co-branders 4FUNDAMENTALS OF MARKETING. 7. Public health campaigns to reduce smoking, alcoholism, drug abuse, and overeating are all examples of, a. Specialty products b. Social marketing c. Shopping products 4, Consumer products 8. Price is the only element in the marketing mix that produces a. Revenue b. Variable costs ©. Expenses d, Fixed costs 9. With target costing, marketers will first and then : a, Build the marketing mix; identify the target market b. Identify the target market; build the marketing mix ©. Design the product; determine its cost d. Determine a selling price; target costs to ensure that the price is met 10, When suppliers, distributors, and customers partner with each other to improve the performance of the entire system, they are participating in a a. Value delivery network b, Channel of distribution c. Supply chain 4. Demand chain 11, Most producers today sell their goods to a. Final users b. Final users and marketing members ©. Intermediaries d. The government at various levels 12. The use of short-term incentives to encourage the purchase of sale of a product or service iscalled a, Direct marketing b. Sales promotion c. Personal selling d. Public relations 24FUNDAMENTALS OF MARKETING. 13. Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? a. Sales promotion b. Personal selling ©, Direct marketing d. Public relations 14, Which of the following is NOT a major category in the promotion mix? a, Advertising b, Sales promotion c. Public relations 4d, Strategic positioning 15. Today's consumers do not need to rely on marketer-supplied information about products and services because they can use to seek out a wealth of information, a. Public relations b. Direct marketing c. The Internet and other technologies dd. Mass market media 3/4FUNDAMENTALS OF MARKETING PART B: ESSAY QUESTIONS (Answer all questions, Will only choose 5 best answers) Question 1 ‘Companies bringing out a new product can choose between two broad strategies of the following, Distinguish between the two: a. Market-skimming pricing b. Market-penetration pricing (20 marks) Question 2 Marketers can choose from two basic promotion mix strate promotion, Compare these two strategies. push promotion or pull (15 marks) Question 3 ‘Name and describe three decisions that companies make regarding their individual products and services? (15 marks) Question 4 Marketing management must make four important decisions when developing an advertising program, Name and describe these four decisions? (15 marks) Question 5 Explain the four major segmenting variables for consumer markets. (20 marks) Question 6 Distinguish among a product idea, a product concept, and a product image. (15 marks) 000 4l4