DME December 2012

Postgraduate Diploma in Marketing

December 2012 Examination

Discovering Marketing Essentials (DME)

Date: 13th December 2012

Time: 1400 Hrs 1700 Hrs Duration: Three (03) Hrs

Total marks for this paper is 100 marks. There are three parts in this question paper. All

questions in Part One and Part Two are compulsory.

Part One Includes 20 Compulsory multiple choice questions. Select the most appropriate

answer from the given choices and mark it in the given space in the answer book.

Part Two Includes 06 Compulsory short answer questions.

Part Three Includes 02 Essay Type Questions. Answer only 01 Question from this part.

Instructions to candidates

1 State your Registration Number on the front cover of the answer book and on

each and every additional paper attached to it. Your name must not appear

anywhere in the answer book or answer scripts.

2. Always start answering a question on a new page.

3. You are reminded that answers should not be written in pencil or red pen except

in drawing diagrams.

4. Answer the questions using:

Effective arrangement and presentation

Clarity of expression

Logical and precise arguments

Clear diagrams and examples where appropriate

5. Illegible hand writing and language errors will be penalised.

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PART ONE

Read the question and select the most appropriate answer out of the four given choices

Tick your choice in the given space in the answer booklet

Question 01

Question 1.1 A certain management concept encapsulates the following:

- Efficiency of Production - Efficiency of Distribution - Economies of Scale

Identify the concept from the following.

a) Production Concept b) Product Concept c) Selling Concept d) Marketing Concept

Question 1.2 Fill in the blank with the appropriate word:

According to an executive at ________our goal is to lead customers where they want to go

before they know where they want to go.

a) Sony b) 3M c) Procter & Gamble d) Wal-Mart

Question 1.3

Key elements of an organisations MICRO environment consists of:

a) Customers, Intermediaries, Suppliers, Public and Competition b) PESTEEL Factors c) Customers, Intermediaries, Government and Pressure Groups d) Organisational Structures

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Question 1.4 The systematic collection and analysis of publicly available information about competitors and development in the marketing environment is referred to as:

a) Marketing Intelligence b) Descriptive Research c) Exploratory Research d) None of the above

Question 1.5 The Adoption Process is defined as the mental process through which an individual passes from first learning about an innovation to final adoption. Consumers go through five stages in the process of adopting a new product. The five stages in the correct sequence are as follows:

a) Adoption, Trial, Evaluation, Interest and Awareness b) Awareness, Interest, Evaluation, Trial and Adoption c) Awareness, Evaluation, Trial, Interest, and Adoption d) Interest, Evaluation, Awareness, Trial and Adoption

Question 1.6 A company marketing a brand of coffee has identified that coffee is most often consumed in the mornings. However, they would like to change this and make the drink acceptable during other time periods during the day. Which form of segmentation would they need to work with and establish strategy reflective of their desires?

a) Gender Segmentation b) Benefit Segmentation c) Occasion Segmentation d) Age and Life-Cycle Segmentation

Question 1.7

General Motors tries to produce a car for every purse, purpose, and personality and Nike offers athletic shoes for a dozen or more different sports, from running fencing, golf and

aerobics. This strategy is known as:

a) Undifferentiated Marketing b) Mass Marketing c) Segmented Marketing d) Concentrated Marketing

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Question 1.8 A company marketing a range of FMCG products, experiences the following with regard to one of its products: Profits are nonexistent because of the heavy expenses of product development and promotion. Unit costs are very high and the product is a loss maker. Identify the correct stage of the product life cycle that can be attributed to the above said product.

a) Growth Stage b) Introduction Stage c) Maturity stage d) Decline stage

Question 1.9 In the diffusion of innovation process the second group of new product adopters, representing 13.5% of the total market, is referred to as:

a) Early Majority b) Innovators c) Laggards d) Early Adopters

Question 1.10 Using a successful brand name to launch a new or modified product in a new category is known as:

a) Line Extension b) Private Brand c) Co-Branding d) Brand Extension

Question 1.11 Marketing by a service firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction is referred to as:

a) Interactive Marketing b) Customised Marketing c) Internal Marketing d) None of the above

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Question 1.12

Break even analysis refers to:

a) A situation where the marketer arrives at the total cost per unit and then apply the profit margin or the mark up in arriving at the final price

b) The point at which the company makes a profit or loss c) The point at which the company makes a profit d) The point at which the company neither makes a profit nor loss

Question 1.13 A distribution channel structure in which producers, wholesalers and retailers act as a unified system and one channel member owns the others, has contracts with them, or has so much power they all cooperate. The above distribution channel structure is known as:

a) Vertical Marketing System b) Horizontal Marketing System c) Franchise Organisation d) Multichannel Distribution System

Question 1.14

The first step of the objective-and-task method is:

a) assessing the communications functions b) establishing specific marketing objectives that need to be accomplished c) establishing specific advertising goals in terms of the levels of measurable

communication response required to achieve marketing objectives d) determining advertising's role in the total communication mix

Question 1.15

Promotional activity scheduling refers to:

a) Short term tools/benefits used by the marketer to persuade customers to purchase products

b) An action plan for synchronising and timing of all the promotional tool activities and strategies selected by the organisation

c) Long term incentives given to sales force d) Planning and implementing a promotion campaign

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Question 1.16 A system or selling process of identifying the people who have a need for a given product is known as:

a) Prospecting b) Idea Screening c) Sales Presentation d) Meeting Objections

Question 1.17

A systematic examination of a firms marketing environment, objectives, strategies, and activities, with a view to identifying key strategic issues and opportunities, is called:

a) Marketing Audit b) Control Process c) SWOT Analysis d) Ansoff Matrix

Question 1.18 In the Marketing Planning Process, Marketing Strategies are useful to answer the following:

a) Where are we now? b) Where do we want to be? c) How might we get there? d) Which way is best?

Question 1.19 A network of computers that connects people within a company to each other and to the company network is known as:

a) Internet b) Intranet c) Extranet d) E-marketing

Question 1.20 Websites where members can congregate online and exchange views on issues of common interest is referred to as:

a) Web Communities b) E-Commerce c) Permission Marketing d) E-business (Total 20 Marks)

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PART TWO

This part includes SIX compulsory short answer questions

Answer all questions

Question 02 Explain briefly the following:

Competitive Advantage

Customer Satisfaction

A Product Line

Brand Positioning

Marketing Environment (Total 10 Marks) Question 03

Briefly explain the following terms with relevant examples:

Market Segmentation Target Marketing Market Positioning

Undifferentiated Marketing Niche Marketing

(Total 10 Marks) Question 04

a) Identify and briefly explain four reasons why an organisation should establish long-term relationships with their customers. (6 Marks)

b) Explain with examples of your choice, two benefits that marketing can bring to organisations and two benefits that it can bring to customers.

(4 Marks) (Total 10 Marks)

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Question 05

a) Identify two new product pricing strategies with relevant examples, an organisation could use when introducing new products.

(4 Marks)

b) Explain, with an example of your choice, the relationship between price and promotion.

(2 Marks)

c) Identify four key functions or value added services performed by intermediaries/channel members.

(4 Marks)


a) Explain why the selection of promotional tools may differ for a campaign within a B2B (business-to-business) environment, as compared to a B2C(business-to-consumer) environment.

(6 Marks)

b) Identify and evaluate one promotional tool that can be effectively used within a B2B context, and one promotional tool that can be effectively used within a B2C context.

(4 Marks)

(Total 10 Marks)

Question 07

a) Briefly explain why organisational objectives need to be SMART?

(6 Marks)

b) Identify three methods that organisation could use to measure the success of its marketing activities.

(4 Marks) (Total 10 Marks)

(Total 60 Marks)

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PART THREE

This part includes TWO essay type questions

Answer only ONE question from this part

Question 08

a) Explain what you understand by the term marketing orientation and discuss the key steps involved in establishing a marketing orientation approach to an organisation. (12 Marks)

b) Discuss four anticipated benefits of implementing the marketing concept and

identify at least four problems/difficulties marketers may face in implementing this concept. (8 Marks)


a) Identify three reasons why it is important to introduce new products and discuss three potential risks of introducing new products?

(06 Marks)

b) With the aid of a diagram explain the key stages of the new product development process for a product of your choice.

(14 Marks)

(Total 20 Marks)

-END-

DME December 2012

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Transcript of DME December 2012