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Preliminary Certificate in Marketing
December 20, 2015 – Examination
PCM IV 2015 – 88th
Intake, 25th
Year
Candidate’s Registration Number (As per in the examination admission form / Student
ID) 0 0 0 0 0
For Examiner’s use only
Examiner’s Comments
Second Examiner’s Comments
Part One 1st
Marker 2nd
Marker Final Marks
Question 01
Part Two
Question No.
Question 02
Question 03
Question 04
Question 05
Question 06
Question 07
Question 08
Question 09
Question 10
Question 11
Part Three
Question No.
Question 12
Question 13
Question 14
Question 15
Total
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Instructions to Candidates
Time: 1400 hrs – 1700 hrs Duration: Three (03) hours
There are three parts in this question paper. Part One
This part has 40 multiple choice questions. It is a compulsory section. Candidates are expected to select the most suitable answer and tick the selected answer in the given box in the question paper itself.
Part Two
Candidates are expected to answer the questions in the space provided in the question paper. All answers are compulsory.
Part Three
Candidates are expected to answer only two questions out of four.
Answers should be written in the additional supplementary answer sheets provided and they should be attached to the question paper itself.
Other Instructions
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.
Always start answering a question on a new page.
You are reminded that answers should not be written in pencil or red pen except in drawing diagrams.
Answer the questions using:
Effective arrangement and presentation Clarity of expression Logical and precise arguments
a) Illegible hand writing will be penalised.
Copyright reserved ©
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PART ONE
Read the question and select the most appropriate answer
Tick your choice in the given space
Question 01
Question 1.1 Production Orientation refers to:
a) Focus on production efficiency and efficient distribution
b) Ensure product quality is maintained and improved continuously
c) Setting the price of a product
d) An attitude in mind where the customer is at the centre of all business purposes
Question 1.2 Moral philosophies that define right or wrong behaviour in marketing is known as:
a) Market research
b) Customer loyalty
c) Marketing ethics
d) Marketing orientation
Question 1.3 A sale is not the end of a process but the start of an organization’s relationship with a customer. Such an approach is termed as:
a) Transaction approach
b) Relationship approach
c) Selling approach
d) Customer service
Question 1.4 Fill in the blank with the appropriate word. __________ occurs when perceived performance matches or exceeds customer expectations.
a) Customer satisfaction
b) Competitive advantage
c) Marketing myopia
d) Staff motivation
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Question 1.5 Which one of the following is an element of the internal marketing environment?
a) Staff relationships
b) Competitors
c) Suppliers
d) Customers
Question 1.6 Which of the following elements in the marketing mix, refers to “COST” from a consumer’s point of view?
a) Product
b) Process
c) Price
d) Physical evidence
Question 1.7 Fill in the blank with the appropriate word. __________ is method of collecting data, which includes viewing and listening to situations encompassing human behaviour with monitoring systems.
a) Product research
b) Survey research
c) Focus groups
d) Observational research
Question 1.8 Select the correct statement with regard to primary and secondary data.
a) Primary data is collected for the first time, for a specific purpose
b) Primary data is readily available without any cost
c) Collection of secondary is time consuming and very costly
d) Observation is also called desk research
Question 1.9 A method of data collection which involves either face to face respondent or a group of 5-20 respondents is known as:
a) Quantitative research
b) Depth interviews
c) Observational research
d) Experimentation
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Question 1.10 Fill in the blank with the appropriate word. __________ involves the collection of data which is difficult or impossible to quantify.
a) In-house marketing research
b) Product research
c) Quantitative marketing research
d) Qualitative marketing research
Question 1.11 A well designed Marketing Information System, should have the following characteristics:
a) User-friendly, Complicated and Cost effective
b) User-friendly, Interactive and Complicated
c) User-friendly, Interactive and Cost effective
d) None of the above
Question 1.12 All individuals and households who buy or acquire goods and services for personal consumption is known as:
a) Business market
b) Consumer market
c) Industrial market
d) Niche market
Question 1.13 The decision making unit of a buying organization is called its ‘buying centre’. The Buying centre consists of:
a) Supplier, Buyer, User, Decider, Broker
b) Buyer, Agent, Influencer, Decider, Gate Keeper
c) User, Buyer, Influencer, Decider, Gate Keeper
d) Consumer, Retailer, Influencer, Gate Keeper, Decider
Question 1.14 XYZ Company has been buying its stationery from its usual supplier "Orex" for the past six months. This kind of organizational buying is called:
a) New task purchase
b) Modified re-buy
c) Straight re-buy
d) Petty cash purchase
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Question 1.15 Arranging for a market offering to occupy a clear, distinctive and desirable place relative to competing products in the minds of the target consumers is termed as:
a) New product development
b) Positioning
c) Umbrella branding
d) Competitive advantage
Question 1.16 Consumer Products which are less frequently purchased and customers compare carefully on suitability, quality and style is known as:
a) Convenience
b) Specialty products
c) Impulse goods
d) Shopping products
Question 1.17 The Augmented product refers to:
a) The additional services and benefits that differentiates the organisations offer from competitors
b) The physical attributes that surround the core and formal product
c) Goods purchased by organizations for further processing
d) Goods that consumers do not actively seek in purchasing
Question 1.18 With reference to the brand development process, the key steps in building a brand are in the correct sequence as follows:
a) Brand Recognition, Brand Extension, Brand Preference and Brand Loyalty
b) Brand Recognition, Brand Development, Brand Extension and Brand Loyalty
c) Brand Recognition, Brand Acceptance, Brand Preference and Brand Loyalty
d) Brand Recognition, Brand Acceptance, Brand Preference and Brand Extension
Question 1.19 The key characteristics of services marketing includes:
a) Perishability, transformability, inseparability, intangibility, variability
b) Intangibility, perishability, inseparability, variability, ownership
c) Perishability, invariability, inseparability, intangibility, tangible
d) Perishability, transferability, ownership, intangibility, invariability
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Question 1.20 Idea screening with regard to new product development process is:
a) Collection of information from stakeholders to improve your business
b) Picking the most potentially worthwhile ideas and dropping the poor ones
c) The systematic search for new product ideas
d) Testing the product in real market settings
Question 1.21 Which of the following statements are correct with reference to launching a new product?
1. In the Sprinkler strategy, marketers make the product available in all target areas at the same time
2. Waterfall strategy is an alternative and it involves building towards full national coverage by starting with one or few areas and then gradually adding new areas
a) Only 1 correct
b) Only 2 correct
c) Both are correct
d) None of them are correct
Question 1.22
1. Price is the only element of the Marketing Mix which generates revenue 2. Price shouldn’t be set in isolation; it should be well blended with other Marketing
Mix variables From the above statements, which one is correct?
a) Only statement 1 is correct
b) Only statement 2 is correct
c) Both statements are correct
d) Both statements are false
Question 1.23 The factors influencing pricing decisions – The five C’s of pricing are as follows:
a) Costs, customer, channels, competition, compatibility
b) Costs, customer, channels, competition, convenience
c) Costs, customer, convenience, competition, compatibility
d) Costs, customer, channels, convenience, contribution
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Question 1.24 Fill in the blank with the appropriate word. A __________ is a cost that varies in relation to changes in the volume of activity or based on the number of units produced.
a) Fixed cost
b) Variable cost
c) Total cost
d) Selling cost
Question 1.25 A type of Intermediary who has the legal authority to act on behalf of the manufacturer, although they do not take a legal title to goods is known as:
a) Retailers
b) Wholesalers
c) Brokers
d) Modern trade
Question 1.26
An ideal distribution strategy for goods such as Furniture, Televisions, and Refrigerators would be: a) Selective distribution b) Intensive distribution c) Exclusive distribution d) Physical distribution
Question 1.27 Manufacturers who want to sell to mass market through mass distribution using thousands of retailers Island wide for products such as groceries, soap, sugar and many other convenience goods sell their products by using the following channel:
a) Producer Consumer b) Producer Retailer Consumer c) Producer Wholesaler Retailer Consumer d) Producer Wholesaler Consumer
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Question 1.28 The key communication mix elements an organisation uses to communicate with its customers are:
a) Advertising, sales promotion, personal selling, public relations and direct marketing
b) Lobbying, advertising, press releases, and CSR projects
c) Social media, individual meetings, personal selling, and direct marketing
d) Sales promotions, merchandising, street promotions, and above the line activities
Question 1.29
The three common advertising objectives are:
a) Informative, Selective and Reminder advertising
b) Informative, Persuasive and Reminder advertising
c) Informative, Persuasive and Selective advertising
d) Selective, Persuasive and Reminder advertising
Question 1.30 A personally addressed “written offering” such as sales literature with some form of response mechanism, sent to existing customers from an in-house data base or mailing list is known as:
a) Catalogue marketing
b) Direct response television advertising
c) Direct mail
d) Podcasts
Question 1.31 The three important aspects to be considered in designing and formulating a message to achieve a desired response are?
a) Message strategy, Creative strategy and Message source
b) Advertising objective, Advertising budget, Message source
c) Message strategy, Creative strategy and Distribution strategy
d) Business strategy, Creative strategy and Message source
Question 1.32 The four common methods of establishing a communication budget are:
a) Forecasting , percentage-of-sales-method, Competitive parity, and Objective - task method
b) Affordable method, percentage-of-sales-method, Competitive parity, and Objective-task method
c) Affordable method, percentage-of-sales-method, Forecasting, and Objective - task method
d) Affordable method, Forecasting, Competitive parity, and Objective - task method
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Question 1.33 The first three stages/steps in the selling process in the correct sequence are as follows:
a) Prospecting & Qualifying, Handling Objections and Approach
b) Prospecting & Qualifying, Pre-approach and handling Objections
c) Prospecting & Qualifying, Presentation & demonstration and Approach
d) Prospecting & Qualifying, Pre-approach and Approach
Question 1.34 Fill in the blank with the appropriate word. __________or purpose statement that represents the broad long term tasks that organisation wants to accomplish through the conduct of its business is termed as:
a) Mission statement
b) Vision statement
c) Corporate objectives
d) Marketing strategies
Question 1.35 Fill in the blank with the appropriate word. __________ is a comprehensive, systematic, independent and periodic examination process of a company’s marketing activities is termed as:
a) Competitor analysis
b) Marketing audit
c) Marketing objectives
d) Ansoff’s matrix
Question 1.36 Identify the SMART criteria in setting marketing objectives.
a) Special, Meaningful, Aspirational, Relevant, Timeframe
b) Specific, Measurable, Actionable, Relevant, Timeframe
c) Specific, Measurable, Aspirational, Relevant, Timeframe
d) Special, Measurable, Aspirational, Reachable, Timeframe
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Question 1.37 Fill in the blank with the appropriate word: Plans are nothing or useless unless they degenerate into action. __________ is the step and activities that are required to bring plans to life.
a) Marketing control
b) Sales forecasting
c) Contingency planning
d) Implementation
Question 1.38 The technique for making a web page appear more frequently above others in a list of results from a search engine, is called:
a) Viral marketing
b) Search engine optimization
c) E-commerce
d) Permission marketing
Question 1.39 What is a mobile app?
a) A software down loadable free or for payment allowing easy access to functions on mobiles
b) An outsourced database
c) A local network
d) None of the above
Question 1.40 Fill in the blank with the appropriate word: __________ is sometimes referred to as an online personal journal. It is a site designated for an individual to write about his/her daily experiences, to illicit thoughts and often allowing readers to offer their comments.
a) Myspace
b) Twitter
c) Extranet
d) Blogs
(Total 40 Marks)
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PART TWO
Answer all questions in the given space
Question 02
Briefly define/explain the following terms:
a) What is marketing?
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b) What is Relationship Marketing?
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(04 Marks)
Question 03
Though Marketing has many definitions, several key factors are common to all those definitions. State four (4) such key functions and activities of marketing.
a. …………………………………………………………………………………………………………………………………………
b. …………………………………………………………………………………………………………………………………………
c. …………………………………………………………………………………………………………………………………………
d. …………………………………………………………………………………………………………………………………………
(04 Marks)
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Question 04 a. What is marketing Mix?
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b. From the Buyer’s view point, the age of customer relationships, the seven P’s might be
better described as the seven C’s. Identify the relevant C’s.
Sellers’ View (7P’s) Buyer’s View (7C’s)
Product
Place
Promotion
People
Physical Evidence
(04 Marks)
Question 05
Complete the following diagram regarding "Consumer Buying Decision Process"
(04 Marks)
d.
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a.
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c.
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b.
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e.
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Question 06
Draw the key stages of the Product Life Cycle concept:
(04 Marks)
Question 07
a) Briefly describe Four (04) pricing strategies:
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(04 Marks)
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Question 08
Choosing the right channel structure is not an easy task and there are some criteria or
factors that have to be taken into consideration in selecting the appropriate channel. List
four (4) criteria for channel selection:
a. …………………………………………………………………………………………………………………………………………
b. …………………………………………………………………………………………………………………………………………
c. …………………………………………………………………………………………………………………………………………
d. …………………………………………………………………………………………………………………………………………
(04 Marks) Question 09
Draw the Communication Process Model indicating all the key elements.
(04 Marks)
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Question 10
Identify four (04) reasons, why marketing control is an important activity in the marketing
planning process:
a. …………………………………………………………………………………………………………………………………………
b. …………………………………………………………………………………………………………………………………………
c. …………………………………………………………………………………………………………………………………………
d. …………………………………………………………………………………………………………………………………………
(04 Marks) Question 11 a) What is Digital Marketing? ………………………………………………………………………………………………………………………………………………
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b) What is Social media? ………………………………………………………………………………………………………………………………………………
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(04 Marks)
(10 Questions x 4 Marks)
(Total of 40 Marks)
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PART THREE
Select 2 out of 4 questions and answer them in supplementary
sheets.
Attach your answer sheets to the question paper.
Question 12 Explain briefly the three (03) key components of the marketing concept and list (04) four
benefits of implementing the marketing concept to an organisation.
(10 Marks)
Question 13 Briefly explain the key stages of the marketing Research process and identify two (02) reasons/advantages in conducting continuous marketing research for an organisation.
(10 Marks) Question 14 Briefly explain the four (04) target marketing strategies the organisation could choose, stating relevant examples and list the key criteria for effective segmentation.
(10 Marks) Question 15
Briefly explain the key stages of the Marketing Planning Process and identify three (03)
benefits of a marketing plan to an organisation.
(10 Marks) (10 Marks x 02 Questions)
(Total of 20 Marks) (Total 100 Marks)
- END -
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