UNIVERSITY OF BOTSWANA

FACULTY OF BUSINESS
DEPARTMENT OF MARKETING
Course Code: MKT 100
Course: Principles of Marketing
ACADEMIC YEAR: 2017-2018

TEST TWO:

Semester: TWO

Date: 3rd May, 2018

Time: 1800 – 1900hrs

Total Marks: 60

Instructions:

 There are sixty (60) questions in all.

 Answer ALL QUESTIONS.
 Use the answer grid provided and place an (X) against the most appropriate answer
 Indicate your lecture group number on the answer grid provided.(LEC1-[9-10 AM
GROUP] or LEC2 [10-11 AM )

DO NOT TURN THIS PAGE UNTIL YOU HAVE BEEN TOLD TO DO SO BY THE
INVIGILATOR/SUPERVISOR.

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1. Which of the following is an example of a research instrument?
a. People meters
b. Checkout scanner
c. Questionnaire
d. All of the above
2. According to the gap analysis model, all of the following shape consumer expectations of
service except:
a. Service experience from a colleague at work
b. Advertising and personal communication from firms
c. Perceived service
d. Consumer demands
3. When designing their latest sports apparel, All Kasi, set up video cameras at various
outlets to study motions and behaviour patterns of their sports apparel and corporate
customers without the customers noticing. This would be an example of which of the
following research approaches?
a. questionnaire research
b. observational research
c. survey research
d. experimental research
4. Which of the following best exemplifies micromarketing
a. Pick n Pay targets affluent customers
b. Bokomo allows for mother in law embossed pictures of their 5kg wheat
flour by daughters in law
c. University of Botswana targets out of school youth with an out of school
programme
d. Spar opens stores in Sebele, Mogoditshane and Nkoyaphiri and serves those
markets
5. When Naledi Motors and Maemo Motors in Zeerust disagree over territorial rights, this is
known as a:
a. Territorial conflict
b. Vertical conflict
c. Horizontal conflict
d. All of the above
6. Research objectives can be translated into specific information needs. Which of the
following would not be a good example of such specific information needs that could be
matched to research objectives as applied to consumers?
a. demographic, economic, and lifestyle characteristics of users
b. consumer-usage patterns
c. profit margins
d. attitudes toward proposed new packaging
7. Communication messages aim at:
a. Disseminating, Educating, Informing
b. Disseminating, Persuading, Informing
c. Informing, Disseminating, Reminding
d. Informing, Persuading, Reminding

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8. Typical situations in which ________________ is used include market potential and
market share studies, assessments of customer satisfaction and purchase behaviour,
and/or studies of pricing, product, distribution, and promotion activities
a. marketing intelligence
b. marketing control
c. internal company records
d. marketing research
9. Which of the following will not constitute part of secondary data necessary for research
on Mascom?
a. Mascom internal data base
b. Commercial telecommunication data sources
c. Online and Internet telecommunication data sources
d. Focus group discussions with the Mascom technical team
10. A group of UB fourth year students are planning primary data collection, the group must
take great care when collecting primary data to ensure that it will meet the following
criteria except?
a. be accurate
b. be inclusive
c. be relevant
d. be current
11. All of the following shows ways in which managers can deal with intangibility of
services except:
a. Designing and disseminating quality brochures
b. Evening out demand
c. Use social networking platforms to enhance customer experience
d. Providing a clean, caring and respectful environment

12. When reporting the findings, the research should try_______________

a. Not to overwhelm managers with numbers and fancy statistical
techniques
b. Prove he /she knows research by providing the managers with numbers and
fancy statistical techniques
c. Save the company by exaggerating figures to ensure managers take the
research findings seriously
d. Present only what the managers would want to hear
13. Which of the following is an example of sales promotion
a. Contests
b. Bonus pack
c. Premiums
d. All of the above
14. A channel of distribution:
a. Is any series of firms or individuals who participate in the flow of goods
and services from producer to final user or consumer.
b. Must include a middleman.
c. Must have at least three members--a manufacturer, a
wholesaler, and a retailer.
d. Can’t include use of direct distribution from a website.

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15. Which of the following is not a determinant of service quality
a. Reliability
b. Assurance
c. Purposiveness
d. Tangibles
16. Mpho is scheduled for an operation at Gaborone Private Hospital. Which of the following
best describes how Gaborone Private Hospital can lessen the risk of consequential loss?
a. Provide Mpho with a safe for her belongings
b. Provide Mpho with a safe and healthy environment
c. Have the doctor explain the procedure and likely effects to Mpho
d. Have Mpho to sign a contract but not disclose full details of the procedure and
likely effects
17. Which of the statements best represents way(s) in which marketers deal with service
variability challenges?
a. They de-skill processes
b. They employ part-time labour or operate flexi-hours
c. They standardize processes and employ cheap labour.
d. Both a and c are correct.
18. _______________involves the use of more than one, but fewer than all retailers to carry
company’s products.
a. Selective distribution
b. Wholesale distribution
c. Intensive distribution
d. Exclusive distribution
19. Which of the following best describes the reason why newspapers are advantageous as a
communication medium?
a. They allow for the use of good visuals and generally have good reproduction
quality
b. They facilitate audience selection
c. They have a large pass along audience
d. They are highly believable and have a good acceptance rate
20. When marketers promote differences in their offerings, the differences must be
preemptive. This means:
a. Consumers should have an idea of what the difference is all about
b. Competitors do not offer the same difference
c. The difference is better than what consumers could get elsewhere
d. The difference is highly valued by consumers
21. The systematic design, collection, analysis, and reporting of data relevant to a specific
marketing situation facing an organization is called:

a. Internal company records.

b. Marketing research.
c. Marketing implementation.
d. Marketing intelligence

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 22. Personal selling can be effective yet inefficient. This means;
a. It allows for personalized messages.
b. It reaches out to a small audience per sales call
c. It is costly as sales people are paid salaries and commission.
d. All of the above are true.
23. Direct marketing belongs to which part of the marketing mix?
a. Product
b. Price
c. Place
d. Promotion
24. The services marketing mix consist of the following additional marketing mix elements
a. Process, Place, People
b. Process, Price, Physical Evidence
c. People, Product, Process
d. People, Physical Evidence, Process
25. In the distribution channel system, Choppies is an example of
a. Channel member
b. Dealer
c. Intermediary
d. All of the above
26. Sales promotion activities:
a. Try to stimulate interest, trial or purchase.
b. Always involve direct face-to-face communication between sellers and
potential customers.
c. Usually take a long time to implement.
d. Are usually a good substitute for personal selling and advertising?
27. When setting channel objectives, firms should consider factors such as:
a. Nature of the product
b. Nature of the company
c. Competition
d. All of the above
28. When selecting distribution channels organizations make the following product
considerations, except
a. Perishability
b. Technical nature of the product
c. Product image
d. Order size
29. Fresh understandings of the market place necessary for value creation and relationship
building are referred to as:
a. Marketing information systems
b. Customer and market value
c. Customer and market insights
d. Marketing research
30. The difference between sweepstakes and contests is that:
a. Sweepstakes are not a form of competition.
b. Sweepstakes are used for small items.
c. Sweepstakes do not involve any skill or talent.
d. None of the above are true

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31. The difference between public relations and propaganda is that:
a. Public relations uses myths
b. Public relations influences perceptions
c. Public relations uses truths
d. None of the above statement is true
32. Which basic promotion objective should be emphasized by a firm whose product is very
similar to those offered by many competitors?
a. Communicating
b. Persuading
c. Reminding
d. Informing
33. Which of the following statements about University of Botswana does not constitute an
example of promotion:
a. UB gives a personal laptop to every first year student
b. UB offers a flexible payment option for 2018/9 fees
c. UB runs a competition to sponsor one of the 2016/7/8/9 valedictorians for a
course of choice at Harvard University.
d. UB gives straw bags to potential students at the HRDC fair
34. "Advertising":
a. Is less expensive than personal selling for reaching large and widespread target
markets.
b. Is any paid form of non-personal presentation of ideas, goods, or services
by an identified seller.
c. Is not the same as publicity.
d. Is less flexible than personal selling.
35. Undifferentiated targeting involves: Variability
a. Going for the whole market
b. Treating buyers as one homogenous market
c. Focusing on the similarities than differences of buyers
d. All of the above statements are true
36. When deciding to enter into foreign markets firms should consider which factors of the
economic environment?
a. Quotas and tariffs imposed by the host country
b. Norms and taboos of the host country.
c. Exchange controls and other government restrictions
d. Industrial structure and income distribution
37. Which of the following is not an example of sales promotion?
a. Free (in-pack)AVATAR sunglasses for every purchase of BONA magazine
b. A small toy for every Nandos kiddie’s meal.
c. A half-page ad in the telephone Yellow Pages for a security service.
d. A Studio 88 advert that says "Buy three Levi jeans and get one free"
38. When the Ministry of Health encourages nursing moms to use S26 baby formulae, that
is known as
a. General advertising
b. Selective demand advertising
c. Comparative advertising
d. Primary demand advertising

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39. _____________ are biases against bids or restrictive product standards ,or excessive host
–country regulations or enforcement
a. Quotas
b. Non-tariff barriers
c. Controls
d. Government restrictions
40. Raw material exporting economies present opportunities for companies such as
a. Sale of equipment and tools
b. Telecommunication services
c. Luxury clothing items
d. All of the above
41. Publicity is -------- communication transmitted through mass media where the time or
space provided by the media not paid for.
a. Any non-personal
b. Any personal
c. Any marketing promotions
d. Public relations
42. Anything intangible that can be offered to satisfy a need or want is referred to as
a. Product
b. Utility
c. Exchange
d. None of the above
43. The following statements are true about Internal data sources of marketing information
systems except:
a. It is less costly and most convenient to collect
b. Data most appropriate for decision making
c. May need sophisticated tools or equipment
d. Data is collected serves many purposes
44. The following are examples of pure services except
a. Botswana Life’s Mompoloki funeral plan
b. Baisago University College programmes
c. Electricity
d. University of Botswana programmes
45. Inseparability in service provision means that:
a. The customer is passive during service provision
b. The service cannot be stored for later consumption.
c. Service quality will greatly vary
d. It provides for a ‘provider/customer’ interaction
46. Which of the following is a good example of visualization cues in services
a. Botswana Life insurance advert showing a testimonial from a beneficiary
b. Courteous and caring staff at Bokamoso Private Hospital
c. The padlock sign or secure//http on a search engine
d. All of the above
47. Documentation is a good cue that assist services marketing in
a. Intangibility
b. Association
c. Heterogeneity
d. Perishability

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48. The quality of the service depends on who is providing it. This refers to ------------------
service marketing
a. Heterogeneity
b. Intangibility
c. Variability
d. Options a and c
49. Evaluating each market segment attractiveness and selecting one or more to enter
represents
a. Positioning
b. Targeting
c. Niche marketing
d. Differentiation
50. Conditions for effective segmentation include the following except
a. The segment must be measurable and obtainable
b. The market segment must be accessible
c. Each segment should be similar
d. The segment must be competitive enough

51. Dividing the market in terms of areas within a country is a good example of
a. Geographic segmentation
b. Population size in an area
c. Predominance make
d. Predominance make
e. None of the above
52. ----------------------is a good example of Psycho-graphic segmentation
a. Personality.
b. Social class
c. Ethnicity
d. Age
53. We can’t afford to stick to the current short gun approach to marketing our houses, but
have to adopt a rifle approach lamented the Marketing and Sales Manager of Seef
Properties. The rifle approach is synonymous with:
a. Rifle marketing
b. Differentiated marketing
c. Undifferentiated marketing
d. Positioned marketing
54. Product positioning is the way a product is defined by
a. The consumers on important attributes
b. Retailers in terms of profitability
c. Wholesalers in terms of sales
d. A market segments
55. When the UB Student community donates a house to a widow, which function is
supposed to deal with this in an organization?
a. Marketing
b. Sales
c. Public relations
d. Publicity

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 56. The following are true about marketing information systems (MIS) except which one?
a. It allows marketers to gain customer insights
b. It starts with information users and ends with information users
c. It interacts with the marketing environment through marketing intelligence and
marketing research
d. It starts with the marketing environment and ends with information users
57. Marketing information system (M I S) consist of _______________ to gather sort
analyse, evaluate and distribute needed timely and accurate information to marketing
decision makers.
a. People, equipment and procedures
b. People, equipment and processes
c. Researchers, files and processes
d. Computers, processes, software
58. Which of the following best represents examples of media vehicles?
a. Billboard, radio
b. Television, radio
c. Sunday Standard, Flavour dome
d. Newspaper, Sunday Standard
59. Marketing research conducted to gather preliminary information, help define the
research problem and suggest hypotheses is known as __________
a. Exploratory research
b. Descriptive research
c. Casual research
d. Data analysis
60. When Gathering the information the right procedure will be_______
a. Meet the managers; Collect Primary data; gather Secondary data
b. Collect Primary data; gather Secondary data; Meet the manager’s
c. Gather Secondary data, Meet the manager’s; Collect Primary data
d. Meet the managers; gather Secondary data; Collect Primary data

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 UNIVERSITY OF BOTSWANA

MKT100

TEST 2 -03 MAY 2018

Student ID: ___________ Surname: _______________ First Name:

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