Principles of Marketing

Management, Marketing, and Public Administration Department

Faculty of Business Administration

Sharjah University

Student Name: …………………………………………………………………………

Student Number :……………………………………………………………………..

Exam: First exam 23/06/2009

Exam Duration: 1:15 hour

Exam Avenue: M4, W4 TH005

Course Instructor: Dr. Mohammad Al-hawari

Type Description Total questions Mark

Part 1 Multiple choice questions

22 Qs 11 marks

Part2 Short essays

questions

3 Qs 9 marks

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Part 1: Multiple Choice Questions (11 marks)

1 .According to the simple five-step model of the marketing process, a company needs to ________ before designing a customer-driven marketing strategy.

A) determine how to deliver superior valueB) build profitable relationships with customersC) use customer relationship management to create full partnerships with key customersD) understand the marketplace and customer needs and wantsE) construct key components of a marketing program

2 ________ .are human needs as shaped by individual personality and culture.

A) NeedsB) WantsC) DemandsD) ValuesE) Exchanges

3 .Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.

A) exchangeB) marketingC) managementD) productionE) customer relationship management

4 .The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features.

A) productB) productionC) customerD) marketingE) promotion

5 .When an airline goes after a "share of travel" from its

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customers, it is attempting to increase.________

A) customer lifetime valueB) share of customerC) total customer spendingD) customer satisfactionE) customer ownership

6 .Which of the following is the total combined customer lifetime values of all a company's current and potential customers?

A) share of customerB) customer lifetime valueC) customer equityD) profitabilityE) share of market

7 .FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh these benefits against the monetary cost of using FedEx along with any other costs of using

the service, they are acting upon.________

A) loyaltyB) relationship marketingC) customer-perceived valueD) social relationshipsE) a societal marketing campaign

8 .Selecting which segments of a population of customers to serve is called.________

A) market segmentationB) positioningC) customizationD) target marketingE) managing the marketing effort

9 .When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing.________

A) mission planningB) values planningC) strategic planningD) business-portfolio planningE) operations planning

10 .All of the following are examples of product-oriented mission statements, EXCEPT which one ?

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A) "We provide online services".B) "We run theme parks".C) "We sell shoes".

D) "We sell lifestyle and self-expression; success and status; memories, hopes, and dreams".E) "We rent hotel rooms".

11 ________ .are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and

support other SBUs that need investment .

A) StarsB) Cash cowsC) Question marksD) DogsE) Cats

12 .Each department in a company that carries out value-creating activities can be thought of as a link in the company's.________

A) market developmentB) product developmentC) business portfolioD) value chainE) value delivery network

13 .Which of the following is the process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors?

A) market targetingB) market segmentationC) positioningD) marketing strategyE) differentiation

14 .Disney is identifying and developing new markets for its theme parks. Disney is exploring possibilities for .________

A) market penetrationB) market developmentC) diversificationD) harvestingE) product development

15 .Saturn is "a different kind of company, different kind of a car"; the Hummer is "like nothing else." These statements reflect

a firm's .________

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A) product portfolioB) target marketsC) market positioningD) strategyE) niche

16 .You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying?

A) the macroenvironmentB) the microenvironmentC) the external environmentD) the marketing mixE) the global environment

17 .A radio station that carries news, features, and editorial opinions about your area is which type of public?

A) financialB) mediaC) citizen-actionD) localE) government

18 .Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market?

A) businessB) resellerC) wholesaleD) consumerE) retail

19 .A country with a(n) ________ economy consumes most of its own agricultural and industrial outputs and offers few market opportunities.

A) industrialB) serviceC) technologicalD) subsistenceE) rural

20 .A regional supermarket chain runs print, radio, and television advertisements announcing that 1% of each of its sales is donated to local after-school programs for underprivileged youth.

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This is an example of ________ marketing.

A) cause-relatedB) generationalC) sustainableD) tieredE) cultural

21 .Your company is making negotiations to enter a market in Saudi Arabia. You would most likely discover that ________ beliefs and values are open to change in this country.

A) inheritedB) secondaryC) primaryD) coreE) traditional

22 .Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is most accurately described as the ________ environment.

A) socio-legalB) culturalC) politicalD) legal-technologicalE) economic

Part 3: Short Essays Questions (9 marks)

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Choose any three questions

Question 1: Briefly compare and contrast the concepts of needs, wants,

and demands, giving an example of the first two? (3 marks)

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Question 2: Briefly explain the societal marketing concept. Give an example of an organization that has effectively used the societal

marketing concept (3 marks)

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Question 3: Discuss how a company might use the Boston Consulting

Group's product portfolio analysis method. (3 marks)

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Question 4: Briefly describe any three types of publics faced by marketers. (3 marks)

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Question 5: In a short essay, differentiate between the basic marketing intermediaries. (3 marks)

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