OAK UNIVERSITY

SCHOOL OF BUSINESS

PRINCIPLES OF MARKETING: MKT 111 (AP19)

FINAL EXAMINATION
23RD DECEMBER, 2019

TIME: 2 HOURS

INSTRUCTIONS:
1. Write your details on the answer booklet.
2. There are a total of six (6) questions with two sections in this paper; section A and
B.
3. Section A is compulsory. Answer all
4. Section B has five (5) questions. Answer any three (3) in any order.
5. All questions carry equal marks.
6. Do not turn this paper until you are told to do so.

SECTION A: ANSWER ALL

QUESTION ONE (25 marks)
i. Which element of the marketing mix includes the distribution of products?
a. Product b. Price c. Place d. Promotion
ii. To be ethically effective, marketing plans must be

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 a. honest and truthful b. flexible enough to contain differences of opinion c. varied
according to management responsibility level d. substantially different from
compliance requirements
iii. A __________is a document that communicates a marketing strategy for an offering.
a. research paper b. market plan c. mission statement d. annual report
iv. In a SWOT analysis, SWOT stands for
a. strategies, weaknesses, obligations, threats b. strengths, weaknesses,
opportunities, threats c. strengths, work requirements, opportunities, time d.
strategies, worth, obligations, time
v. _________________ are especially useful to marketers.
a. Age, income, gender b. Location, locomotion, liberation c. Profitability, reliability,
predictability d. Proactivity, reactivity, alacrity
vi. What term is used to describe when a customer purchases a product with no planning
or forethought?
a. Extended problem solving b. Impulse buying c. High-involvement purchasing d.
Evaluation implementation
vii. What type of segmentation is the primary starting point for most marketers?
a. Psychographic b. Use-pattern c. Demographic d. Cultural
viii. Which of the following is a key function of “positioning” in marketing campaigns?
a. To provide a reason why the customer should buy the product. b. To divert the
customer's attention from the product’s flaws. c. To override the customer’s
previous mindset. d. To distract the customer from considering a competitor’s
product.
ix. _________ is defined as the variety of marketing communications an organization
utilizes.
a. Promotional mix b. Personal selling c. Advertising d. Publicity
x. _________________ are especially useful to marketers.
a. Age, income, gender b. Location, locomotion, liberation c. Profitability,
reliability, predictability d. Proactivity, reactivity, alacrity
xi. Raw data transforms to information when

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 a. it is calculated b. a manager is aware that it exists c. it becomes useful d. a
manager looks at it
xii. Define marketing (2)
xiii. What is a market offering? (2)

SECTION B: CHOOSE ANY THREE (3)

QUESTION TWO (25 marks)
a) Write brief notes on the following key elements of a customer-driven marketing
strategy
i. Market segmentation (5)

ii. Market targeting (5)

iii. Differentiation (5)
iv. Market position (5)
b) Define the five marketing management orientations that guide marketing strategy.

(5)

QUESTION THREE (25 marks)

a) Identify and discuss the marketing research process, ensuring that you include all the
elements/stages of the process. (15)
b) “Surely customer centricity is the same as customer value?” Agree or disagree with
this statement, giving your reasons and explain clearly what is meant by each of the
terms used. (10)
QUESTION FOUR (25 marks)
a) It is important for every business to plan for its business portfolio by conducting what
is known as portfolio analysis (the process by which management evaluates the
products and businesses that make up the company). Under the BCG matrix of
portfolio analysis, briefly explain with the help of a diagram what is meant when
strategic business units (SBUs) are; Stars, Question marks, cash cows and Dogs (15)
b) Define marketing mix and list and briefly explain the 4Ps of the marketing mix. (10)

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QUESTION FIVE (25 marks)
a) Explain how companies identify attractive market segments and choose a market
targeting strategy. (8)
b) What is a product life cycle (2)
c) Enumerate the stages of Product Life Cycle. (15)

QUESTION SIX (25 marks)

a) What are the factors which influence the Consumer Behaviour in the purchase of a
product? (15)

b) Define Marketing and discuss its significance in the Modern World (10)

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THE END