1.

a) What is BCG growth –share matrix . (Apa itu ‘BCG growth –share
matrix’) (4 marks)

b) Explain the following . (Jelaskan yang berikut : )

i. STAR  (4 marks) 

ii. Cash Cow  (4 marks)

iii. Dog  (4 marks) 

iv. Question Mark  (4 marks) 

TOTAL MARK : 20 MARKS

2. With reference to your company explain the following. ( Merujuk kepada

syarikat anda, jelaskan yang berikut :

i. Micro Environment - (based on a legal firm) 

Micro environment are factors or elements which can affect the performance and the
decision making process in a company. It has direct impact on the company’s
operations of a company. Examples of micro environments in a legal firm are its
competitors (other legal firms), clients, legal partners and agents (individuals who
bring in cases) and public. These elements can influence the lawyers on ways of
handling their cases and operate the firm.

ii. Macro Environment – (based on a legal firm)

Macro environment refers to external factors which exist in the business. It includes
nature and physical forces, technological factors, social and cultural forces,
demographic, political and legal forces. It is the environment in the business itself. It
has an effect on how the legal firm handle cases, attend to cases, make decisions and
make the case win against opponent lawyers. It is quite effective therefore, changes
must be continuously tracked by the lawyers.

TOTAL MARK : 10 MARKS

3. Explain the 5 stages in the buyer decision process with suitable
examples.(Jelaskan 5 peringkat dalam ‘buyer decision process’ dengan
contoh yang sesuai)          (10 marks)    

TOTAL MARK : 10 MARKS

4. List and explain with examples, the following: (Senarai dan jelaskan
yang berikut dengan contoh yang sesuai :)

i. Convenience product  (5marks)

ii. Shopping product 

(5marks)

iii. Specialty product 

(5marks)

iv. Unsought product 

(5marks)

TOTAL MARK : 20 MARKS

5. Explain the following with examples. (Jelaskan yang berikut dengan

contoh yang sesuai)

1. Market skimming pricing 

Market skimming pricing is setting a higher price to a product or services before

competitors enter into the market and later lowering the price as time goes by to
follow the product demand curve. When the product is new and appealing
a pricing approach in which the producer sets a high introductory price to attract
buyers with a strong desire for the product and the resources to buy it, and then
gradually reduces the price to attract the next and subsequent layers of the market.

Under this, when a new product is introduced in the market, its price is kept very high
and top layer of the segment is targeted so as to recover the initial cost of developing
and launching. Product is positioned as a unique and prestigious entity. This policy is
gradually shifted to penetrating policy whereby price is reduced and product is made
affordable to all prospective users. At this stage, focus is on increasing volume of
business by reducing profit margin.

2. Market penetration pricing  (2marks)

3. Retailing  (2marks)

4. Wholesaling 
(2marks)

5. Advertising (2marks)

Advertising is defined as the marketing communication to create awareness about the

product or service to ultimately influence the customer to reach the purchase decision. it
is primarily a promotion tool of the business to market anything and everything under
the roof. It is an effective process to reach or build brand awareness of a
product/brand/idea/service.

TOTAL MARK : 10 MARKS