CAKRAWALA TRINITY UNIVERSITY

JAKARTA -INDONESIA

Final Examination Paper

Strategic MarketingDuration: 120 minute examination.

Assessment: - This paper is marked out of 60 Percent. - Students must achieve fifty percent to pass.

Conditions:

Lecturer:Sapto Hadi Bsc., MM

Student Name :Student Number :

Date : July 2013

Question’s value Marks achieved

SECTION A: 30

SECTION B: 70

100

FINAL SCORE

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Section A-Multiple Choice Questions –(30%)

1. ____________is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

a. Value proposition

b. Positioning

c. Strategy

d. Communication

2.To communicate a company or brand positioning, a marketing plan shall include a _____________.

a. income statement

b.statement of intent

c.positioning statement

d.position

3. _______________is the process of adding a set of meaningful and valued differences to distinguish the company’s offerings.

a. Distinction

b. Dealing

c. Differentiation

d. All of the above

e. None of the above

4. Which is not the components of Strategy.

a. scope

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b. Goals and Objectives

c.Resource deployment

d.Identification of sustainable competitive advantage

e. None of the above

5.The essential question(s) at Corporate strategy level .

a. What business are we in

b. What portion of our total resources should we devote to achieve the Organization’s objectives

c. What business(es) should we be in,

d. a, b, c are correct

e. none of the above

6. Forward Vertical integration occurs :

a. When a firm internally develops another business that does not have products or customers in common with its current business.

b. When a manufacturer integrates by acquiring a wholesale distributor

c.When a firm moves upstream by acquiring supplier

d.All of the above

7. Cash cow is a term to describe .

a. businesses with a high relative share of low growth markets

b. the market leader in a high growth industry.

c. Low share businesses in low growth markets

d. Businesses in high growth industries with low relative market shares

8.Combining two or more well-known brands is also known as_____________.

a. new brands

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b.old brands

c.co-branding

d.multibrands

9. Strategic inertia can be best described as :

a. Promotional campaign

b. A firm becomes reluctant to tamper with strategies and marketing programs that work in the past.

c. A market orientation which has a significant positive effects on various dimensions of performance.

d. The changes of environment which affect the marketing strategies.

e. None of the above

10. The followings are the corporate growth strategies which guide the future growth of the firm , EXCEPT :

a. Market Penetration strategies

b.Market development strategies

c.Product development strategies

d.Diversification strategies

e. Marketing Strategies

11. Michael Porter identified general categories of Business level competitive strategies,

a. Overall cost leadership, differentiation, focus

b. Defenders, analyzers and reactors

c. Technical compatibility, Customer needs, and personal characteristics

d. Flanker strategy, Guerillas strategy and encirclement strategy

e. none of the above

12. __________________occurs when a single firm uses two or more marketing channels to reach one or more customer segments.

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a. Single channel marketing

b. Triple channel marketing

c. Multichannel marketing

d. Double channel marketing

13. One of the three common targeting strategies is niche market strategy, and this strategy can be best described as.

a. marketing elapsed timeframe

b. A strategy often favored by small competitors to avoid direct confrontations with larger firms.

c. The primary objective of this strategy is to capture is sufficient volume to gain economies of scale and cost advantage.

d. The strategy which involves serving one or more segments that, seeking somewhat specialized benefits from a good or service, even though the market is not the largest

14. Advertising, sales promotion, public relations & publicity, personal selling and direct marketing are known as the ________________.

a. factors in setting the marketing mix

b. factors in Marketing communications

c. Selling criteria

d. type of product market

15. Which is best described from the followings as “Value Proposition”.

a. A statement that identifies the target market for which the product is intended.

b. is the set of beliefs, ideas, and impressions a person holds regarding an object.

c. is a promise of value to be delivered and a belief from the customer that value will be experienced

d. marketing integrity

e. none of the above

16. The acronym AIDA of the communications framework model means?

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a. attention, incident, desire, acting

b. attracting, international, distant, association

c. attention, interest, desire, action

d. attention, interest, decorum, action

17.__________________involves passing on company developed products, services, or

information from user to user.

a. Niche marketing

b. Viral marketing

c. Personal communication channels

d. Conversation value

18. Flanker strategy is one of the strategies commonly implemented by share leaders in growth market, which one is best described as flanker strategy

a. The new brand is designed to compete in the category without damaging the existing item’s market share by targeting a different group of consumers.

b. This strategy undertakes a challenger bypassing its opposition totally and capturing the competitor’s clients in one fell swoop

c. Protect against loss of share among current customers by meeting or beating a head to head competitive offering

d. Withdraw from smaller or slower growing segments to conserve resources

e. none of the above

19. When deciding on the purchase of a new wireless pocket PC, Bob was among the very first. He is very highly educated, and makes purchase decisions based on information from Internet newsgroups, newspapers, and technical journals he subscribes to. Stan made his decision based on numerous informal social contacts, though he is not a leader in any social setting. He was among the first 50% of the population to buy the wireless pocket PC. Out of profiles of product adopters, Bob could best be described as __________ whereas Stan would best be described as ___________.

a. early adopter; majorityb. early innovator; late innovatorc. innovator; early majority d. early majority; early adopter

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e. late majority; laggard

20. A______________________, by contrast, comprises the producer,

wholesale(s), acting as a unified system.

a. channel dynamic system

b. vertical marketing system

c. horizontal marketing system

d. parallel marketing system

Section B-Essay Questions - (70%)

Answer ALL Questions

1.Explain ‘Corporate strategies’ with regard to the design of the future growth strategies .(10 marks)

2.Explain briefly the stages of diffusion of innovation! (10 marks)

3. Explain clearly how BCG matrix can help analyze the impact of investing resources in different businesses on the corporation’s future earnings and cash flows. (10 marks)

4. Michael Porter identified five major forces In determining Industry attractiveness. Explain! (10 marks)

5. Describe clearly the hierarchy of Strategy!(10 marks)

6. Explain the three distribution strategies which are aimed to cover the market! (10 marks)

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7. Explain the process of Formulating and Implementing Marketing Strategy!(10)

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