MBA - Marketing Examination – Mock Paper

(No books or papers are allowed into the exam hall.)

The question paper has two parts:

Section 1 – Mandatory for all students (All students must answer the 3 questions)

Section 2 - Answer two questions only.

Section – 1 (Mandatory – All students must answer the three questions below)
1. Make a short note to your Company’s marketing team about what marketing is about.
Select a brand (a product or service) and explain what you propose doing focusing on the main
aspects of marketing. (25 marks)

Expected: You are expected to refer to the definition of marketing, Key performance
indicators (KPIs), the concept of value creation, and the marketing mantra as part of your
answer. Relating real brand examples to theory is essential to obtain high marks.

2. Why do a Marketing Audit as part of the marketing planning process, explain? (15 marks).

3. With reference to examples, explain and apply the concept of marketing strategy to a brand of
your choice. (30 marks)

Expected: Referring to KPIs, you are expected to clearly explain how you intend to commence
by answering the three questions in relation to an actual brand “where is the brand today?,
where do you want to take the brand in the future?, and how do you propose to get there.”
You are expected to explain and apply the concepts of market segmentation, targeting and
positioning to the chosen brand example of your choice. As part of your answer clearly apply
the 4Ps or the 7Ps to this question. You can use case examples done in class to answer this
question.

Section – 2 (Answer two questions only)

1. Write a report outlining how an organsiation can evaluate the attractiveness of a market
segment in order to decide whether they should enter or not. (15 marks)
2. As a marketer, how can you influence consumer buying behavior? Use theory and real
examples to explain your answer. (15 marks)

3. Making reference to both examples and to recent thinking on the Product Life Cycle, comment
upon its value to the marketing strategist. (15 marks)

Expected: explain what a marketer would do at each stage of the product life cycle using a
brand example of your choice.

4. Business environments are changing in a variety of ways. Identify the nature and significance
of two such changes that are taking place in your business environment (or has happened in
the past) and discuss the implications for the marketing planning process. (15 marks)

5. Explain the key elements of the Marketing Plan. (15 marks)

6. What criteria should be taken into account when deciding whether to rejuvenate a brand that
is in the mature phase of the brand lifecycle? Assuming that the rejuvenation is worthwhile,
what strategies might achieve rejuvenation ? (15 marks)

Expected: Explain using an example of a brand of your choice.