MKT 2301

Some techniques on how to answer exam questions

Examiners use different terms to frame their questions. Some common examples
used for questions include the following:

 E.g. Explain the significance of customer satisfaction in the marketing

concept.

o This type of question requires the student to explain the implications

or impact of a factor (customer satisfaction) on something
(marketing). A good answer will have two things: the description or
definitions of the two factors (customer satisfaction and marketing
concept).
o The way these definitions are defined or described will show the
reader how these factors are connected.
o The common mistake made by many students is to leave it to the
reader to deduce the implications of customer satisfaction on the
marketing concept. Instated the student should go ahead and explain
to the reader that the definition of the marketing concept implies that
it is based on satisfaction of the customer. Therefore, customer
satisfaction is the centre of the marketing concept.

Example 2: Discuss the significance of customer satisfaction to an

organisation

The question requires the student to show the implications of customer

satisfaction to an organisation. We have to assume that by organisation is
meant a commercial entity but we do not have to define an organisation.
However, we still are required to give a good definition/explanation of
customer satisfaction or what it entails to satisfy a customer.

The answer then moves to showing the implications of customer satisfaction

to organisation. A good answer use connect the definition of customer
satisfaction to the goals of an organisation

i.e. organisations are always in competition for customers, business survival

depends of the repeated purchase of their products by customers 9which is
called existing market of the product), The repeat purchase decisions of the
customer largely depend on whether they were satisfied by the performance
of the product in their previous purchase. So the repurchase decision is a
cycle that starts with customers’ needs for a product to solve their problems,
then purchasing a product, using it and evaluation whether the product
performed according to the expectations. When a product performance
according to expectations or exceeds the expectations, customers become
satisfied and express the desire to come back. The implication of this is that
organisations need to identify what customers need and develop or design a
suitable product that will satisfy them so that they continue coming back.

According to the social exchange process, organisations get their cash

(revenues) from customers in exchange for product. Organisations cannot
survive without revenue or profit. It therefore, implies that customer
satisfaction is critical for bringing revenues through repeat purchases without
which organisation would not exist in the future.

The importance of customer satisfaction can also be viewed from the

perspective of completion. From the perspective of environment analysis,
organisations are always in competition for customers. The above discussion
makes it clear that customer retention is important for continued revenue
generation for an organisation. Customer retention is connected to customer
satisfaction in that it is only when customers are satisfied with a product of an
organisation that they can continue coming back.

[The above shows how a good answer would look like. In my example, I have
shown the reader the reader the connection between customer satisfaction
and the survaival of an organisation from the perspective of completion and
generation of revenues. The most important thing to note is that I did not just
describe customer satisfaction without showing the reader how it will link to
the organisation. Also note that I clearly showed what customer repeat
purchase brings to the organisation and why it is required for business
survival]

When a question asks for shown the difference between factors or concepts,
students can draw a table to show the difference. That will be acceptable.
Where a student decides to describe the differences, do not leave the reader
to deduce the difference. The most common mistake made by student is list
down the characteristics of once concepts in one paragraph and those of the
other in the next paragraph. If you adopt such style of presentation you have
to show the connection between your paragraphs. E.g. one may say, In
contrast to the above characteristics,… or Contrary to the above
characteristics, the marketing concept has ….. Alternatively, after explaining
the characteristics of the first concept, the next paragraph will start with “The
marketing concept is based on totally principles. Unlike the production
concept, the marketing concept is based on true customer satisfaction, which
is based on what customer need. Etc.