CIM Level 4 Certificate in Professional

Marketing/CIM Level 4 Certificate in Professional

Digital Marketing
Applied Marketing (2110)

Sample Exam Paper

Multiple Choice Examination
The examination comprises 50 compulsory questions:

• Section 1 – 30 multiple choice questions (30 marks)

• Section 2 – 7 multiple choice questions (21 marks)
• Section 3 – 3 multiple choice questions (6 marks)
• Section 4 – 2 case studies each with 5 related multiple choice questions (10 marks)
• Each correct answer is worth 1 mark.

The examination will be TWO hours in duration.

Total marks available – 67

Candidate guidance:

• Answer all questions on the separate Optical Mark Recognition (OMR) answer sheet
provided and make sure you read the guidance information provided at the top of the
OMR answer sheet prior to completion.
• You may use the examination paper for rough working BUT the final answer must be
recorded on the OMR answer sheet provided. Only answers provided on the OMR
answer sheet will be marked.
• Ensure your CIM Membership Number and Examination Centre Number and name are
provided on the OMR answer sheet.
• Read all questions carefully before attempting them.
• A black ball point pen must be used when recording responses onto the OMR answer
sheet.
• No corrector fluid can be used on the OMR answer sheet.

© The Chartered Institute of Marketing 2020

 Applied Marketing (2110) – Sample Exam Paper

Answer ALL questions, within all FOUR sections.

SECTION 1

Choose ONE CORRECT answer from the options provided.

1. Which of the following describes the process for collecting primary data known as
the Delphi Method?

a. Gathering opinions from a panel of experts until they reach a consensus

b. Conducting a mini launch of a new product in a smaller market to assess its success

c. Setting up a simulation of a shop and watching how customers behave

d. Sending out surveys to existing customers asking questions about purchases

2. Ansoff’s matrix includes two strategies that could be used to achieve growth in
existing markets. These are:

a. Market development and diversification

b. Market penetration and product development

c. Market development and product development

d. Diversification and product development

3. Which of the following will help you understand the size and location of the groups
of people you could target with your products?

a. Environmental scanning

b. Market segmentation

c. Marketing planning

d. Internal analysis

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4. APIC is an approach that can be used for the marketing planning cycle. APIC stands
for Analysis, _________, Implementation and _________?

a. Products and Challenges

b. Profit and Cost

c. Planning and Control

d. People and Customers

5. You are a Marketing Executive for a manufacturer of luxury chocolates. Your latest
campaign highlights that the chocolates are handmade and customers can
personalise orders. Which areas of the marketing mix is the campaign focused on?

a. Place and Product

b. Physical evidence and Product

c. People and Product

d. Process and Product

6. Which of the following are part of an organisation’s micro-environment?

i. Policies and procedures

ii. Customers
iii. Distribution partners
iv. Employee skills and competencies

a. i only

b. i and ii only

c. ii and iii only

d. iii and iv only

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7. Which of the following are examples of how secondary data is used?

i. Holding a focus group

ii. Reading market reports
iii. Conducting an experiment
iv. Analysing social media feeds

a. i only

b. i and iii only

c. ii and iv only

d. ii, iii and iv only

8. Which of the following would you use to measure the promotion element of the
marketing mix?

i. Cost per contact

ii. Market share
iii. Media coverage
iv. Repeat purchases

a. i only

b. i and iii only

c. i and iv only

d. ii, iii and iv only

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9. You work as a marketing assistant for a clothing manufacturer and have been
asked to prepare an analysis of the macro environment. Which of the following
should you include?

i. A change in government which has led to changes in import tax

ii. Advances in technology leading to a reduction in production times
iii. Changes in legislation regarding employing factory workers
iv. A major competitor being taken over by a successful international brand

a. i only

b. i and ii only

c. i, ii and iii only

d. i, iii and iv only

10. You work for a local gym that has just started to hold virtual exercise classes
where members can attend online classes. Which elements of the marketing mix
are being adjusted?

a. Price and promotion

b. Product and place

c. Process and promotion

d. Price and physical evidence

11. You work for a manufacturer of large machinery. Due to the high price and
complex nature of your products each client is visited by a sales person to discuss
precise requirements before orders are confirmed. Which element of the marketing
mix is being used?

a. Price

b. Product

c. Process

d. Promotion

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12. PR Smith’s SOSTAC ® planning framework includes the following elements:

a. Tactics and situation

b. Objectives and segmentation

c. Control and analysis

d. Strategy and targets

13. Which of the following are part of an organisation’s internal environment?

a. Industry experts

b. Distribution partners

c. Policies and procedures

d. Customers

14. A sports team considering digital approaches to the Product and Process elements
of the marketing mix would consider:

a. Social network advertising and online fan communities

b. Online booking incentives and digital match souvenir programmes

c. Live streaming of matches and efficient online ticket purchasing

d. Online gaming sponsorship of the team and email direct marketing

15. Services are referred to as being intangible. What does this mean?

a. Once the service has been delivered it cannot be repeated in exactly the same way

b. Due to the involvement of people in services, identical delivery is impossible

c. The service is always linked to the person or organisation providing it

d. Services do not have a real physical presence that you can touch or feel

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16. If you are using metrics to measure margin, discount levels and ROMI, which of the
marketing mix elements are you addressing?

a. Promotion

b. Product

c. Price

d. Place

17. You work for an electrical goods manufacturer which has several production sites.
Recent press coverage has led you to review the sustainability of your
manufacturing processes.

In which environment does your review take place?

a. The macro environment

b. The micro environment

c. The competitive environment

d. The internal environment

18. You work for a high street fashion brand and your clothes are sourced from
international locations. In your advertising campaigns you highlight the good
working conditions of these suppliers. Which of the following macro
environmental factors does this address?

i. Economic
ii. Ethical
iii. Political
iv. Legal

a. i only

b. i and ii only

c. ii only

d. iii and iv only

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19. You work for a jewellery retailer that wants to encourage more customers to
purchase via your website. Which of the following will address the process element
of the extended marketing mix?

i. The website remembers customer’s payment details

ii. The colour and graphics of the website
iii. The inclusion of a small free gift when purchasing online
iv. The option to purchase through one click ordering

a. i and ii only

b. i and iv only

c. ii and iv only

d. iii and iv only

20. A marketing oriented business would consider the role of marketing to include:

i. Maximising sales value

ii. Providing insight on customer needs and wants
iii. Activities to support competitive advantage
iv. Analysing market opportunities

a. i and ii only

b. ii and iv only

c. ii, iii and iv only

d. All of the above

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21. Which of the following are personal factors that influence an individual’s behaviour?

i. Motivation
ii. Beliefs
iii. Culture
iv. Reference Groups

a. i and ii only

b. i and iv only

c. ii and iii only

d. ii and iv only

22. Which of the following would help you to be aware of changes in the organisation’s
external business environment?

a. Marketing planning

b. Internal analysis

c. Environmental scanning

d. Market positioning

23. You work for an amusement park and in the quieter times of the year try to
encourage ticket sales by using a ‘buy one get one free’ offer. Which tactic are you
using?

a. Sales promotion

b. Personal selling

c. Public relations

d. Direct marketing

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24. Often services are created and consumed simultaneously, such as during a music
concert. What is this an example of?

a. Services being inseparable

b. Services being variable

c. Services being intangible

d. Services being perishable

25. Which of the following are examples of an organisation’s internal resources?

a. Technical knowledge of suppliers and consultants

b. Availability of skilled and unskilled labour

c. Cash balances and money in the bank

d. Advances in stock management software

26. Why is it important to use a range of co-ordinated marketing activities when

promoting a product or service?

a. To ensure synergy between marketing activities

b. To always use all elements of the marketing mix

c. To successfully segment the market

d. To make sure your marketing budget is accurately tracked

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27. You have an existing customer who has purchased one software package and now
wants to use it at their other locations, however, the software requires some
changes to the functionality of the database before they do so. What is this an
example of?

a. New task purchase

b. Straight rebuy

c. Modified rebuy

d. Impulse buying

28. You work in the customer care team of a large museum. Which of the following are
examples of the physical evidence element of the extended marketing mix?

a. How much each ticket costs, considering various pricing options

b. The cleanliness of the public areas of the museum

c. The knowledge of the customer care team in supporting individual needs

d. How easy it is to buy a ticket both online and at the museum

29. An organisation wishes to quickly gauge customers’ responses to an emerging

customer service crisis. Which secondary source of information would you
recommend?

a. Monitor social media feeds for volume and sentiment

b. Set up an online survey to investigate the customer service issue

c. Assess real time data on the customer service issue

d. Analyse industry sources on similar issues

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 Applied Marketing (2110) – Sample Exam Paper

30. You work for a fast food restaurant and in recent years have seen a decline in
sales. Environmental scanning has shown an increase in the popularity of meat free
diets. How could you adapt the marketing mix to respond to these evolving
customer needs and wants?

i. Introduce a new vegan menu

ii. Monitor customer complaints
iii. Adapt the key messages for campaigns
iv. Seek out new suppliers of vegan ingredients

a. ii, iii and iv only

b. i and iii only

c. i and ii only

d. All of the above

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 Applied Marketing (2110) – Sample Exam Paper

SECTION 2

Choose THREE CORRECT answers from the options provided.

1. Why is it important to ensure you use a co-ordinated approach to the marketing

mix?

a. To meet the needs of the target market in multiple ways

b. To have high visibility in a crowded marketplace

c. To ensure you use every element of the marketing mix

d. To successfully segment the market

e. To make sure you have an online and an offline presence

f. To ensure each element of the marketing mix used compliments the others

2. You have been asked to explain marketing’s role in business to a new marketing
assistant. Which of the following would you include in your explanation?

a. Marketing’s main role is to create online and offline advertising content

b. Marketing’s role includes monitoring the surrounding business environment

c. Marketing is responsible for identifying and acting on market trends

d. Marketing’s primary focus is on making a profit for shareholders

e. Marketing should help maintain customer and brand value

f. Marketing works alongside other departments, but doesn’t interact with them

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3. Which of the following would be examples of activity in the macro environment that
could impact a breakfast cereal manufacturer?

a. The implementation of a new tax related to sugar content

b. A new competing brand launching new and similar products

c. Bad weather damaging cereal crops

d. Distributors increasing their delivery fees

e. Customers starting to substitute healthier alternatives

f. New legislation related to labelling of food packaging

4. You work for an organisation selling toiletries and cosmetics online and through
retail stores. Your manager has asked you to produce a report on the effectiveness
of the digital marketing mix. Which metrics would you include in your report?

a. Stock levels

b. Brand awareness

c. Online discounts

d. Customer sentiment

e. Cost per conversion

f. Campaign bounce rates

5. Which of the following descriptions will be the same for buyers whether they are
consumers or organisations?

a. The process starts with recognition of the need

b. Purchases can involve limited or extended decision making

c. There is a defined decision making unit (DMU)

d. Purchases will primarily be driven by individual influences

e. The use of tendering is common

f. For complex or large purchases the role may be performed by more than one
person

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6. Which of the following would be examples of sales promotion?

a. Using events to promote good-will between an organisation and its customers

b. Offering incentives to purchase products or services

c. Long term added value activities such as rewards points cards

d. Sending personalised emails to your customer base

e. Offering a free gift with each purchase of a certain product

f. Advertising on local radio, informing customers about new products

7. You have an interview for a Marketing Executive position. Part of the interview is to
deliver a presentation with the title ‘Why is it Important to Develop a Co-ordinated
Marketing Mix?’ What will you include in your presentation?

a. Marketing mix elements should promote synergy between different elements so

each one compliments the other

b. All elements of the marketing mix must be used all the time in order to stay ahead
of the competition

c. Using marketing to reach additional segments of your target market in new ways
with a consistent message

d. A co-ordinated mix can be a source of competitive advantage, particularly in a

crowded market place

e. Customers have many options when deciding who to purchase from and will only
purchase from companies that use a fully co-ordinated mix

f. It is vital to spend the marketing budget wisely and a co-ordinated mix is the only
way to do this

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 Applied Marketing (2110) – Sample Exam Paper

SECTION 3

Choose TWO INCORRECT answers from the options provided.

1. Which of the following are examples of social and cultural influence in the
consumer buying process?

a. Buying the same brand of breakfast cereal as your parents

b. Buying new clothes to make you feel more confident

c. Buying only certain foods because of your religion

d. Buying a bottle of water because you are thirsty

2. Which of the following are descriptions of marketing?

a. Marketing is a management process

b. Marketing is a catalyst for change

c. Marketing and sales serve the same function

d. Marketing and advertising serve the same function

3. Why is it important to adapt your marketing mix to respond to changing

environmental conditions?

a. To continually satisfy ongoing customer needs

b. To develop and maintain competitive advantage

c. To fully maximise your marketing budget

d. To introduce new promotions to keep customers interested

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 Applied Marketing (2110) – Sample Exam Paper

SECTION 4

Choose ONE CORRECT answer from the options provided.

Case Study 1

You work for Planet Books, a children’s book publishing company. Traditional book sales
have been static for some years but imaginative approaches in this competitive market have
seen some publishers increase sales. Planet Books has plans to grow sales by 20% each year
for the next five years.

The first phase of the growth strategy is to ensure your books have a clear and distinctive
place in the minds of your customers and are clearly differentiated from your competitors.
The next phase is customer research via a series of focus groups, firstly, with children and
secondly with parents in order to better understand what children would like to read.

Finally, you intend to implement a subscription service, which parents can sign up to in order
to receive one new book each month for their children. To encourage subscriptions each
book will have a 10% discount and will be accompanied by a collectable toy.

CS1.1 The first phase of the growth strategy is focused on what?

a. Segmenting

b. Positioning

c. Communicating

d. Targeting

CS1.2 Which of the following is true?

a. The children are the customer and the parents are the consumer

b. The parents and the children are both customers

c. The parents and the children are both consumers

d. The parents are the customer and the children are the consumer

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CS1.3 Which type of information will the customer research provide?

i. Secondary
ii. Quantitative
iii. Primary
iv. Qualitative

a. iii only

b. i and ii only

c. i and iii only

d. iii and iv only

CS1.4 By sending new books via the subscription service, which elements of the
marketing mix are you adapting?

a. Product and people

b. Place and product

c. Physical evidence and process

d. Promotion and physical evidence

CS1.5 What would be the best way of measuring the success of the subscription service?

a. Sales of books

b. Stock levels

c. Media coverage

d. Enquiries generated

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 Applied Marketing (2110) – Sample Exam Paper

Case Study 2

You work for Sure Start Insurance and you are responsible for a range of complex insurance
products aimed at large clients across a range of industries. Extensive initial negotiation is
undertaken by your sales team with each customer to ensure their requirements will be met
by the products.

Changes to legislation and regulation have meant that Sure Start products and services have
significantly changed over recent years and you have been working with departments
throughout the organisation to ensure that providing exceptional customer service has
remained a priority in these times of change.

During this time, you also arranged corporate events with key clients, which involved group
discussion that has provided rich qualitative data about perceived service levels. This
information was then used in the development of new products and services so you could
more successfully meet the demands of your clients.

CS2.1 Which of the following will be the first stage of the buying process for Sure Start’s
clients?

a. Supplier search

b. Need recognition

c. Product specification

d. Supplier selection

CS2.2 During the initial negotiation, which element of the marketing mix will be most
important?

a. People

b. Physical evidence

c. Process

d. Place

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CS2.3 Which of the following is required to continue to provide excellent customer service
throughout the changes?

a. Bridging the gap between the customer and the organisation

b. Understanding and championing customers

c. Cross functional working

d. Collecting and analysing information

CS2.4 Which of the following techniques of collecting primary data did you use to
understand the requirements of your clients?

a. Observation

b. Experiments

c. Focus Groups

d. The Delphi Method

CS2.5 What will help you to optimise the application of marketing insights as the
organisation progresses the development of new products and services?

a. CRM

b. MkIS

c. Competitor analysis

d. Corporate governance

END OF EXAMINATION

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Moor Hall
Cookham
Maidenhead
Berkshire, SL6 9QH, UK
Telephone: 01628 427120
Website: www.cim.co.uk

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