Preliminary Certificate in Marketing 29 September 2019 ... · a) SWOT analysis b) AIDA model c)...
Transcript of Preliminary Certificate in Marketing 29 September 2019 ... · a) SWOT analysis b) AIDA model c)...
Preliminary Certificate in Marketing 29 September 2019 – Examination
PCM III 2019 – 103rd Intake, 29th 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: 0930 hrs – 1230 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
Illegible hand writing will be penalised.
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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
An organization which puts the customer at the centre of all business decision-making and planning and examines their product offerings from the customer’s viewpoint and not from a technical perspective is known as:
a) Marketing oriented organization
b) Product oriented organization
c) Sales oriented organization
d) Production oriented organisation
Question 1.2 Fill in the blank with the appropriate word. ______________ are moral philosophies/principles that define right or wrong behaviour in marketing.
a) Corporate social responsibilities
b) Staff motivators
c) Marketing ethics
d) Marketing myopia
Question 1.3 The process that occurs within an organisation whereby the functional process motivates, aligns, and empowers employees at all management levels to deliver a satisfying customer experience and moulding the corporate culture, is known as:
a) Relationship marketing
b) Services marketing
c) Societal marketing
d) Internal marketing
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Question 1.4 By understanding customers and their needs, marketing organizations should be able to achieve which of the following more easily?
a) Customer defection
b) Customer satisfaction
c) Customer systems
d) Customer resistance
Question 1.5 Which of the following is the most crucial element of the marketing mix for a training
consultancy business, delivering face-to-face workshops and training programs?
a) Process
b) Place
c) Promotion
d) People
Question 1.6 Fill in the blank with the appropriate words. Marketing research is ‘The ______________, ______________, ______________ and analysing of data about problems relating to the marketing of goods and services’.
a) Production, pricing, distributing
b) Identifying, promoting, pricing
c) Creating, distributing, promoting
d) Systematic, gathering, recording
Question 1.7 Fill in the blank with the appropriate word. ______________ represents a systematic attempt to supply continuous, useful, updated stream of information to decision makers for decision-making.
a) Secondary data
b) Marketing mix
c) Marketing information systems
d) Marketing myopia
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Question 1.8 A research method of data collection, which involves either one face-to-face respondent or, a group of 5-20 respondents is known as:
a) Mystery shopping
b) Observational research
c) Secondary research
d) Depth interviews
Question 1.9
Data which is collected for the first time for the specific purposes of the particular marketing research study being conducted is known as:
a) Competitive data
b) Primary data
c) Secondary data
d) Internal data
Question 1.10 Fill in the blank with the appropriate word.
______________ includes viewing and listening to situations encompassing human behaviour with monitoring instruments
a) Secondary research
b) Advertising
c) Observational research
d) Focus group interviewing
Question 1.11
The first and last stages of the consumer buying decision process are:
a) Problem recognition and post purchase evaluation
b) Information search and post purchase evaluation
c) Problem recognition and information search
d) Information search and evaluation of alternatives
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Question 1.12 Individuals or groups that purchase a specific kind of product for re-sale, use directly in producing other products or use in general daily operations of its business is referred to as:
a) Mass market
b) Consumer market
c) Business-to-business market
d) Public relationship management
Question 1.13 Fill in the blank with the appropriate word. ______________ or mass marketing strategy focuses on what is common in the needs of consumers rather than on what is different.
a) Macro marketing
b) Differentiated marketing
c) Customized marketing
d) Undifferentiated marketing
Question 1.14
Fill in the blank with the appropriate word: ______________ is arranging for a market offering to occupy a clear, distinctive and desirable place relative to competing products in the minds of the target consumers.
a) Merchandising
b) Geographical segmentation
c) Positioning
d) Marketing mix
Question 1.15
The terms 'core', 'actual' and 'augmented' relate to which element of the marketing mix?
a) Product
b) Price
c) Promotion
d) Place
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Question 1.16 The key marketing objective of the organisation during the maturity stage of the product life
cycle would be:
a) Increase the price
b) Maintain brand loyalty
c) Create awareness
d) Stress differentiation
Question 1.17 With reference to new product development process, what are its first and the last stages?
a) Idea generation and test marketing
b) Idea screening and test marketing
c) Idea generation and idea screening
d) Idea generation and commercialization
Question 1.18 In which stage of the new product development process are the product and marketing programs tested in realistic market settings?
a) Idea generation
b) Test marketing
c) Idea screening
d) Commercialization
Question 1.19 1. Place is the only element of the marketing mix which generates revenue 2. Price should be set in isolation; it should not be well blended with other marketing mix
variables With reference to the above statements, which of the following is correct?
a) Only statement 1 is correct
b) Both statements are correct
c) Only statement 2 is correct
d) Both statements are false
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Question 1.20 To ensure that pricing decisions are effective and consistent with the organization’s objectives, marketers should consider the five Cs of pricing. These 5 C’s of pricing are:
a) Costs, customers, channels of distribution, competition, and compatibility
b) Customers, channels of distribution, culture, competition, and compatibility
c) Costs, channels of distribution, culture, competition, and compatibility-
d) Customers, channels of distribution, culture, convenience, and compatibility
Question 1.21
The costs which do not vary with changes in the number of units produced is known as:
a) Variable costs
b) Material costs
c) Fixed costs
d) Manufacturing cost
Question 1.22 Cargills Food City chain of super markets tactically set lower prices on selected fast moving consumer products in order to attract consumers in to their outlets in the hope that they will also end up buying other products at normal prices. This promotional pricing strategy is known as:
a) Cash rebates
b) Special event pricing
c) Loss leader pricing
d) Low interest deals
Question 1.23 A product launch pricing strategy of setting a low price in order to penetrate the market quickly and produce a large sales volume is referred to as:
a) Psychological pricing strategy
b) Market penetration pricing strategy
c) Loss leader pricing
d) Market skimming pricing strategy
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Question 1.24 Fill in the blank with the appropriate word. A ______________ holds a contract to supply and market a product or service with the design or blueprint of the owner or originator of the product or service.
a) Franchisee
b) Modern Trade
c) Broker
d) Wholesaler
Question 1.25
The set of activities consisting of order processing, materials handling, warehousing, and inventory management used in the movement of goods from producers to consumers is known as:
a) Physical distribution management
b) Channels of distribution
c) Transactional value management
d) Warehouse management
Question 1.26
Fill in the blank with the appropriate word: ______________ is the means by which an organisation attempts to inform, persuade, and remind consumers – directly or indirectly – about the products they sell.
a) Positioning
b) Branding
c) Marketing communications
d) Advertising
Question 1.27 The five (05) marketing communication/promotional mix elements an organisation could use to communicate with its target market are:
a) Advertising, sales promotion, public relations, personal selling and direct
marketing
b) Advertising, sales promotion, distribution, personal selling and direct marketing
c) Packaging, branding, public relations, personal selling and direct marketing
d) Advertising, branding, packaging, distribution and direct marketing
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Question 1.28 A personally addressed “written offering” (letter and/or 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) Personal selling
b) Mobile marketing
c) Advertising
d) Direct mail
Question 1.29 An organisation uses newspapers, magazine, directories as its media to communicate to its target markets. The type of media used is:
a) Print advertising
b) Cinema advertising
c) Digital advertising
d) Outdoor advertising
Question 1.30
A Public relation tool such as a launch ceremony for a new product or to announce any changes in the organisation is known as:
a) Press conferences
b) Informative advertising
c) Sales promotion
d) Direct marketing
Question 1.31 ABC Aircraft Engineering Ltd is an engine manufacturer whose products are used in the production of aircrafts. Which of the following is likely to be its main method of promotion?
a) Personal selling
b) Advertising
c) Press advertising
d) Sales promotion
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Question 1.32
One of the most commonly used and well accepted audit tools in the marketing fraternity is known as:
a) SWOT analysis
b) AIDA model
c) Growth Matrix
d) BCG matrix
Question 1.33 Identify the type of marketing control required to examine where the organisation is making and losing money.
a) Efficiency control
b) Strategic control
c) Profitability control
d) Customer satisfaction
Question 1.34 A comprehensive, systematic, independent and a periodic examination process of a company's marketing activities is known as:
a) Marketing myopia
b) Selling process
c) Marketing audit
d) Direct marketing
Question 1.35 By conducting an external audit which involves analysing the external situation facing the organisation will lead to the identification of “opportunities and threats”. The external audit will consist of the following:
a) PESTEEL factors, competitor analysis and market factors
b) Internal resources, competitor analysis and marketing mix elements
c) Product quality, profitability analysis and market factors
d) PESTEEL factors, market factors and internal resources.
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Question 1.36
By conducting an internal audit, the organization will identify the following:
a) Strengths and weakness.
b) Opportunities and threats
c) Strengths and threats
d) Opportunities and weakness
Question 1.37 A clear statement of what the organisation is going to achieve through its marketing activities is known as:
a) Marketing Control
b) Executive summary
c) Marketing objectives
d) Marketing strategies
Question 1.38
All activities that a marketer carries out to ensure that the set marketing plan is carried out as scheduled is known as:
a) Inventory control
b) Control process
c) PESTEEL analysis
d) SWOT analysis
Question 1.39 A term used to describe a variety of web-based platforms, applications and technologies that enable people to socially interact with one another online is:
a) Outdoor advertising
b) Catalogue marketing
c) Social media
d) TV advertising
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Question 1.40
1. Permission marketing is an important concept based on the belief that people should
be given the choice of whether to receive further marketing communications.
2. LinkedIn is a social networking site designed specifically for the business community
From the above statements…
a) Only statement a. is correct
b) Only statement b. is correct
c) Both statements are correct
d) Both statements are incorrect
(Total 40 Marks)
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PART TWO
Answer all questions in the given space
Question 02
a) The evolution of the marketing concept followed four main orientations. Fill tin he
blanks with emphasising the relevant orientations.
Concept / Orientation Emphasis/Aims
Production orientation Profitability through …………………………………………
Product orientation Profitability through …………………………………………
Selling orientation Profitability through …………………………………………
Marketing orientation Profitability through …………………………………………
b) Identify two (02) benefits of relationship marketing.
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(04 Marks) Question 03
Explain the following methods of organisation structure with examples:
a) Organisation by function
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b) Organisation by product
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(04 Marks) Question 04
a) Identify the four (04) main sources of primary data collection methods and briefly
explain any one source.
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(04 Marks)
Question 05
a) What is market segmentation? …………………………………………………………………………………………………………………………………………
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Primary Data Collection
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b) Identify the five (05) key requirements (criteria) for effective market segmentation:
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4) ………………………………………………………………………………………………
5) ………………………………………………………………………………………………
(04 Marks) Question 06
a) What is the product life cycle concept?
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b) Briefly explain the first two (02) stages of the product life cycle concept.
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(04 Marks) Question 07
Briefly explain the two (02) pricing strategies of your choice with relevant examples: a) _____________________________
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b) _____________________________
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(04 Marks) Question 08
a) Fill in the blanks with reference to communication process model.
b) AIDA model stands for:
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(04 Marks)
________
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Media
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Message
Noise
_____________ ___________
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Question 09
a) Marketers can choose from two basic promotion mix strategies: push promotion or pull promotion.
What is Push strategy?
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What is Pull strategy?
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b) Identify four (04) direct marketing tools an organisation could use in order to develop a direct relationship with its customers.
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(04 Marks) Question 10
a) Identify four (04) reasons, why marketing control is an important activity in the marketing planning process:
1. …………………………………………………………………………………………
2. …………………………………………………………………………………………
3. …………………………………………………………………………………………
4. …………………………………………………………………………………………
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b) What is a marketing audit?
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(04 Marks) Question 11
Briefly explain the following terms: • Intranet ……………………………………………………………………………………….…………………………………………………….
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Extranet?
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Search Engine Optimization?
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Instagram?
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(04 Marks)
(04 Marks x 10 Questions)
(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 Briefly explain the Traditional Marketing Mix elements and its variables and list the four key characteristics of an Effective Marketing Mix.
(10 Marks) Question 13 Briefly explain the four major classification of consumer products stating three (03) relevant product examples for each classification.
(10 Marks) Question 14 Briefly describe the three (03) major levels of market coverage strategies stating relevant product examples for each strategy and list three (03) factors that should be taken into consideration in selecting the appropriate channel.
(10 Marks) Question 15 Briefly explain the key contents of a Marketing Plan and list two (02) key benefits of marketing planning to an organisation.
(10 Marks)
(10 Marks x 02 Questions)
(Total of 20 Marks)
(Total 100 Marks)
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