eB. Test cove 01237032 FORM TP 2012020 JANUARY 2012 ‘° CARIBBEAN EXAMINATIONS COUNCIL SECONDARY EDUCATION CERTIFICATE, EXAMINATION OFFICE ADMINISTRATION Paper 032 — General Proficiency I hour 45 minutes READ THE FOLLOWING INSTRUCTIONS CAREFULLY. 1. You MUST use this answer booklet when responding to the questions. For EACH question, write your answer in the space indicated and return the answer booklet at the end of the examination. 2. Use the CASE to answer the questions 3. Youare advised to take some time to read through the paper and plan your answers, DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO. Copyright © 2010 Caribbean Examinations Council All rights reserved. 01237032 ANUARY 2012THE CASE Ecel Product Ltd (EPL), is a newly registered, middle-size production company in Grenada with directors from four other Caribbean countries. The company intends to officially open its doors to the public on 30 July 2012. ‘To facilitate the opening, an extra-ordinary meeting was convened by the chairman of the Board of Directors to discuss and review the following: + ‘The company’s Mission Statement + Its ethical policies + The organizational structure the company would like to adopt + The logistics of the grand opening + Recruitment of workers for positions in the company + Market research plans + Implementation of marketing strategies After the meeting with the Board, it was noted that two positions in the company were still not filled. One of the vacant positions was that of the marketing clerk. Answer ALL questions. 1, A short excerpt of a casual conversation held between the Chairman and the Secretary after the Board Meeting is shown below. From the Chairman: Lam looking fora young, energetic individual to run my Marketing Department. He or she can be between the ages of 30 to 35. That person must have a clean police record. Working hours will be tedious. He or she will be required to work for 8 to 10 hours per day. The salary is negotiable. I am looking for some form of advanced qualifications. 1 do not want a person with a diploma Ineed someone with a higher form of qualification. Experience is also very important, say at least 4 years. The person must have an outgoing personality. For example, he or she will have to interact with customers and will have the responsibility to promote and advertise products. There are also budgets to be completed in that department, Since we will be promoting a new product there is a lot of advertising to be done regionally and internationally. The individual should possess computer skills because most of the advertising and promotional activities will be done electronically. Using the information given in the excerpt, prepare an advertisement for the position of marketing clerk to appear in the weekend newspaper. GO ON TO THE NEXT PAGE, 01237032/JANUARY 2012-3- ADVERTISEMENT (6 marks) GO ON TO THE NEXT PAGE, 01237032/JANUARY 2012-4e 2, The Marketing and Production department has had numerous meetings concerning the development of a lucrative and innovative local product line for the Caribbean. They have finally decided to develop a fruit bar from Caribbean fruits, As the marketing clerk, suggest THREE marketing strategies that would effectively promote this new product line. (@ marks) GO ON TO THE NEXT PAGE 01237032 ANUARY 2012afs 3. Before the grand launch of the new fruit bar, the marketing manager has given the sales clerk the responsibility of getting feedback from persons from the other Caribbean countries on the new product line. (a) Write THREE questions to be included in a questionnaire designed to find out how feasible the introduction of such products will be in the Caribbean, @ marks) (b) The sales clerk is responsible for carrying out a market research study on the fruit bar, ‘Suggest the MOST appropriate type of research method he/she should use, and give THREE reasons to justify your response. (@ marks) GO ON TO THE NEXT PAGE 01237032/JANUARY 20124. The following is a summary of the information collected from the research, . 95% of the population retuned questionnaires. Of these, 80% ‘thought that the introduction of the fruit bar was an exeellent idea, while the others (12%) considered it to be just a waste of resources. Some reasons given were: > Fruits are in abundance in the Caribbean - Fruits are always available ~ Cheap form of raw material > Products are healthy - Availability of raw materials * Majority believes that prices are affordable. * 88% thinks it is a healthy alternative, Write a short report highlighting the results of the research Identify ONE recommendation for developing this new product, (S marks) GO ON TO THE NEXT PAGE, 01237032/JANUARY 2012Recommendation (imark) ‘You are required to present your report to the Board of Directors at the next Annual General Meeting. ‘To make your presentation more effective, the marketing manager has recommended that you: + use a multi-media projector + include graphs/charts in your presentation State TWO ways in which EACH of these recommendations could enhance the quality of your presentation to the Board of Directors, (4 marks) GO ON TO THE NEXT PAGE. 01237032/JANUARY 20126. Based on the results of the survey, the Board has decided to host a conference in Antigua where all investors would be invited to view samples of the fruit bars and discuss the future plans for marketing the new line of fruit bars in the Caribbean, ‘The secretary seems to be encountering major problems setting an appropriate date and time for the conference in the month of May 2012 at the TEX hotel in Antigua due to heavy previous bookings: Dates Available for Conference: Monday, 21 May 2012 8:00 a.m, ~ 1:00 pam. 2:00 p.m. ~ 6:00 p.m. Monday, 28 May 2012 8:00 a.m, — 12:00 p.m. 1:00 p.m. ~4:00 p.m. 5:00 p.m. 9:00 p.m. Wednesday, 2 May 2012 4:00 p.m. ~ 9:00 p.m. Monday, 14 May 2012 9:00 a.m. ~ 12:00 p.m, 1:00 p.m. — 4:00 p.m. 5:00 p.m, ~ 8:00 p.m. Develop a checklist in chronological order, to be sent to invitees, asking them to indicate the most convenient days, dates and times for the conference. The checklist heading has been prepared for you. GO ON TO THE NEXT PAGE 01237032/JANUARY 2012CHECK LIST Day and Date Times Check box (5 marks) GO ON TO THE NEXT PAGE 01237032/JANUARY 2012-10- 7. Prepare a departmental budget outlining the overall costing of the conference. The budget should include overall revenue and monies spent. REVENUE, Revenue at hand: FLG has sponsored $5,000.00 for the hosting of the conference Allocated departmental funds ~ $3,000.00 Intended Revenui Sale of 50 recipe books at $20.00 each Registration Fee — $20.00 per person (100 persons intend to attend the conference) EXPENDITURE Rental of meeting room — $1,000.00 ‘Travel arrangement for overseas guests - $200.00 per night (2 night stay) (Guests expected — 8 persons) ‘Materials and stationery to be used at conference ~ $250.00 Food and refreshments to be served at conference ~ Approximately $2,500.00 (Any other relevant information) Miscellaneous ~ $500.00 N.B, Caleulate the profit or loss of this event. GO ON TO THE NEXT PAGE (01237032/JANUARY 2012lle DEPARTMENTAL BUDGET marks) GO ON TO THE NEXT PAGE, 01237032/JANUARY 2012-12- 8. Develop a short advertisement for the radio. This advertisement should focus on promoting the conference and what it entails, its location, time and date and registration fee, This advertisement should be very persuasive since you would like to attract many persons to attend. ADVERTISEM! (S marks) GO ON TO THE NEXT PAGE 01237032/JANUARY 2012#18 9% The marketing manager has decided that additional advertising should be used in promoting the conference. Therefore he has decided that a banner should be designed. He has given that responsibility to the marketing clerk. In the space below, draft a banner that could be used to advertise the conference. The banner should include: - Name of conference = Date and day and time - Banner theme - Logo BANNER ( marks) GO ON TO THE NEXT PAGE 01237032/JANUARY 2012-14- 10. Using the information given about the conference, prepare a welcome address to be delivered at the conference, (G@ marks) ‘Total $0 marks END OF TEST IF YOU FINISH BEFORE TIME IS CALLED, CHECK YOUR WORK ON THIS TEST. 01237032/JANUARY 2012