FACULTY OF BUSINESS

TEST

PROGRAMME TITLE BACHELOR OF PROFESSIONAL DESIGN (Hons)

UNIT TITLE MARKETING – BDD 2813
UNIT LECTURER MUTHUSAMY SENTHILKUMAR

DURATION & TIME DATE & DAY VENUE

2 Hrs. 25.11.2023 Tutorial - 9
9.30 am to 11.30 am Saturday

INFORMATION FOR CANDIDATE

1. This examination is worth 20 % of the overall semester assessment.
2. The total number of marks available for this examination is 50.
3. This exam paper contains TWO (2) sections on THREE (3) pages including the cover
page.
4. You are required to answer ALL Questions in Section – A and Answer any FOUR (4)
questions out of FIVE (5) in Section - B, each Question carrying TEN (10) marks.

INSTRUCTIONS TO CANDIDATES
 Read each question carefully.
 Write all your answers in the answer booklet provided.
 This is a closed-book exam. No textbooks, notes, study materials, mobile phones, pagers,
MP3 players, laptop computers, organizers, or other electronic devices are permitted
during the exam.
 You are not permitted to use the mobile phone as a calculator or any other material that is
not authorized by the invigilators.
 Candidates are not permitted to ask questions to the invigilators, except in cases of errors
or ambiguities in examination questions.
 Return all exam papers and scripts upon completion of the examination including any
workings.

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of THREE (3) pages including the front page.
 October 2023 to March 2024
TEST
BDD 2813* MARKETING

SECTION – A, Essay Questions (10 x 1 = 10 Marks)

(Answer ALL questions in this section)
1. The product concept focuses on ________.
a. The quality of the product a company intends to sell.
b. Customers will favor products that are available and highly affordable.
c. The selling strategies a company will use to sell the product.
d. The needs of the customer.

2. During the societal marketing concept, ________.

a. Customers’ wants and needs were first identified as essential.
b. Trustfulness, honesty, and transparency became most important.

c. Promotional efforts to move inventory were essential.

d. The customer was the focus.

3. ___________________ is the function that is especially important for perishable products

such as fruits and vegetables.
a. Promotion
b. Distribution

c. Storage
d. Processing

4. The collection, analysis, and distribution of all the information the marketer needs to
plan, implement, and control need-satisfying marketing activities is known as
___________________.
a. Research Function
b. Pricing Function

c. Buying Function
d. Promotion Function

5. The _________________________ is a series of Strategic management actions by

marketing leaders that helps the team members optimize a marketing campaign for
efficiency.
a. Multi-Management Process

b. Marketing Management Process

c. Marketing Multi-Process
d. Marketing Management Purposes

6. Identify ONE odd element of the Marketing Process.

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FACULTY OF BUSINESS Page 2 of 3
 October 2023 to March 2024
TEST
BDD 2813* MARKETING

a. Situational Analysis
b. Marketing Objectives
c. Marketing Strategy

d. Product Mix
e. Implementation and Control

7. ________________ divides the market into Age, Gender, and Income.

a. Demographic
b. Geographic

c. Firmographic
d. Psychographic

8. _______________ divides the market based on lifestyle and personality.

a. Demographic
b. Geographic

c. Firmographic
d. Psychographic

9. ___________________ are the valued customers who usually arrive in a positive frame
of mind, willing to help and give positive feedback to facilitate the service.
a. Champion
b. Ally

c. Tolerant
d. Hostage

10. The _________________ are the customers who require service but maybe ‘locked into a
particular service provider contractually.
a. Champion
b. Ally

c. Tolerant
d. Hostage

SECTION – B, Essay Questions (4 x 10 = 40 Marks)

(Answer Any FOUR questions out of FIVE in this section)
`
1. Define Marketing and explain briefly FOUR (4) Marketing Management Philosophies.
[10 Marks]

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FACULTY OF BUSINESS Page 3 of 3
 October 2023 to March 2024
TEST
BDD 2813* MARKETING

2. Discuss any FIVE (5) functions of marketing. [10 Marks]

3. Analyze the FIVE (5) steps involved in creating the marketing management process. `
[10 Marks]

4. Demonstrate Porter's FIVE (5) force analysis used to find market opportunity analysis.
[10
Marks]

5. Illustrate any FIVE (5) customer types that produce different consumer behaviors with
the help of a diagram. [10 Marks]

KOLEJ IGS
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