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CONFIDENTIAL

BM/SEP 2011/MKT243/260

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

FUNDAMENTALS OF MARKETING MKT243/260 SEPTEMBER 2011 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. This question paper consists of four (4) parts : PART A (20 Questions) PART B (15 Questions) PART C ( 7 Questions) PART D ( 4 Questions)

2.

Answer ALL questions from Part A, Part B and Part C. Answer only two (2) questions from PartD. i) ii) iii) Answer Part A in the True/False Answer Sheet Answer Part B in the Objective Answer Sheet. Answer Part C and D in the Answer Booklet. Start each answer on a new page.

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Do not bring any material into the examination room unless permission is given by the invigilator. Please check to make sure that this examination pack consists of: i) ii) iii) iv) the Question Paper an Answer Booklet - provided by the Faculty a True/False Answer Sheet - provided by the Faculty an Objective Answer Sheet - provided by the Faculty

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


This examination paper consists of 8 printed pages
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CONFIDENTIAL PART A

BM/SEP 2011/MKT243/260

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For exchange to take place, something of value must be given and received. Using an undifferentiated marketing strategy, a firm might decide to ignore market segment difference and target the whole market with one marketing mix. In high involvement buying situation, consumers learn in an almost random fashion, by buying product first and then evaluating them. Morals are rules or habits that people develop as a result of cultured value and norms. Cognitive dissonance is a state of external tension felt when consumers are aware of a lack of consistency between their values on opinions and their behavior. The ideal self-image is the way an individual actually perceives himself or herself. The process of selling goods and services on the internet is called electronic commerce. Push strategy is a marketing strategy that use aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise. Product mix width refers to the number of product lines that an organization offers. Coupon is an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product. Information labeling is designed to help consumers in making proper product selection and lower cognitive dissonance after the purchase. Sales-oriented pricing aims to match competitors' price. Single-zone pricing mean that the buyers pay an identical flat freight charges irrespective of the location. Intensive distribution often associated with exclusive territories. Convenience store is a small outlet located nearby a residential area that open long hour's seven days a week and carries a limited line of high turnover convenience goods. Comparative advertising is a form of advertising designed to influence demand for a specific brand. Personal selling provides a detailed explanation or demonstration of the product.

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CONFIDENTIAL 18.

BM/SEP 2011/MKT243/260

Cannibalization is a situation that occurs when sales of a new product cut into sales of existing competitor products. Point of Purchase (P.O.P) promotion includes any promotional display set up at the retailer's location to build traffic, advertise the product, or induce impulse buying. Charging a price identical to or very close to the competitor's price is known as status quo pricing.

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CONFIDENTIAL PARTB

BM/SEP 2011/MKT243/260

1. The term marketing refers to A. B. C. D. new product concept and improvements. selling. advertising and promotion activities. a philosophy that stresses customer satisfaction.

2. A period of economic activity when income, production, and employment tend to fall, reducing overall demand, is called A. B. C. D. stagnation. inflation. recession. depression.

3. A consumer who consistently and repeatedly purchases the same brand is said to have A. B. C. D. brand loyalty. product choice. product innovation. store loyalty.

4. A retail store can be classified according to its A. B. C. D. distribution method. inventory control. product assortment. decor and atmosphere.

5. The purpose of market segmentation is to A. B. C. D. reduce the market down to a specific size that the firm can handle. divide the market into equal size and profit regions for sales territories. group a large number of market together enabling a company to serve them simultaneously. enable the marketer to tailor marketing mixes to meet the needs of one or more specific group.

6. The consumer product classification system is based on A. B. C. D. how the market is segmented. the way the product is manufactured. the physical attributes of the product. the amount of effort consumers spend to acquire the product.

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CONFIDENTIAL 7.

BM/SEP 2011/MKT243/260

Ariani's new scarf contains a label that reads "Professional dry clean only". This is an example of a A. B. C. D. data label persuasive label informational label. express warranty.

8. The screening and concept testing stage of the new product development process is used to A. B. C. D. eliminates undesirable ideas and predict consumer acceptance. refines the promotion campaign to be used with the new product. determines how long the test market should be run. generates new product ideas.

9. Marketing channels make distribution simpler by reducing the number of transactions required to get product from manufactures to consumers. This is called A. B. C. D. forward integration contact efficiency elimination of temporal discrepancies exclusive distribution.

10. The objective of sales promotion includes all of the following EXCEPT A. B. C. D. Increase trial Encourage repurchase Boost consumer inventory Reduce couponing

11. In the long run, producers fail because of poor match between A. B. C. D. advertising and personal selling. prices and consumer demand. limited resources and unlimited wants. product characteristics and consumer needs.

12. A medium's ability to reach a precisely defined market is its A. B. C. D. audience selectivity. cost per contact. geographic selectivity. life span.

13. An organization is using when it set its prices so that total revenue is as large as possible relative to total costs. A. B. C. D. profit maximization market share pricing sales maximization status quo pricing
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BM/SEP 2011/MKT243/260

14. A penetration strategy tends to be effective in a price-sensitive market. Thus, one of the purpose of penetration pricing is to A. B. C. D. recoup product development costs quickly. discourage competitors from entering the market. produce a large margin of profit per unit. develop exclusive distribution.

15. Marketing two or more products in a single package for a special price is known as A. B. C. D. Price bundling. Two part pricing Psychological pricing. Price lining.

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CONFIDENTIAL PARTC

BM/SEP 2011/MKT243/260

QUESTION 1 Describe 2 types of discrepancies a channel member have to overcome. (5 marks)

QUESTION 2 Explain the components of corporate social responsibility. (5 marks)

QUESTION 3 Describe with a diagram on the concept of product life cycle. (5 marks)

QUESTION 4 Identify the four (4) steps used to set the right price for a product. (5 marks)

QUESTION 5 Describe the factors determining the level of consumer involvement. (5 marks)

QUESTION 6 Discuss the elements related to the AIDA concept. (5 marks)

QUESTION 7 Describe two (2) of the pricing objectives. (5 marks)

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CONFIDENTIAL PARTD

BM/SEP 2011/MKT243/260

QUESTION 1 Identify and discuss with appropriate example the marketing management philosophies. (15 marks) QUESTION 2 Non-store retailing refers to performing business transactions without being physically present at the business outlets. Discuss four (4) types of non-store retailing conducted in the market. (15 marks)

QUESTION 3 a) Determine two (2) of the market segmentation bases. Give example to support your answers. (5 marks) b) A successful segmentation scheme must fulfill and meet four (4) basic criteria. Describe the criteria. (10 marks)

QUESTION 4 Your company, ABC Designer Sdn Bhd had been appointed to design a new packaging for a herbal product. Explain four (4) functions your packaging must have in order to compete effectively in the market. (15 marks)

END OF QUESTION PAPER

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