nAmIB I A U n IVERS ITY OF SCIEnCE AnD TECHnOLOGY

FACULTY OF MANAGEMENT SCIENCES DEPARTMENT OF MARKETING AND LOGISTICS

QUALIFICATION: BACHELOR OF MARKETING & OTHER PROGRAMMES

QUALIFICATION CODE: 07BMAR LEVEL: 5

COURSE CODE: IME511S COURSE NAME: INTRODUCTION TO MARKETING AND

ITS ENVIRONMENT

SESSION: JULY 2016 PAPER: THEORY

DURATION: 2 Y2 HOURS MARKS: 100

SUPPLEMENTARY/ SECOND OPPORTUNITY EXAMINATION QUESTION PAPER

EXAMINER(S)

MODERATOR:

MS E. NCUBE FT MS. L. FOTOLELA PT MS. B. TJIZUMAUE FT/PT MR. I. MUBWANDARIKWA FT MR. S. TJITAMUNISA PT MS. G. KARITA FT MR. C. KAZONDOVI PT MR. P. MWEYA Dl MR. I. HAMATA Dl

Mr. V.O SOMOSU

INSTRUCTIONS 1. Answer ALL the questions.

2. Write clearly and neatly.

3. Number the answers clearly.

4. Read each question carefully and indicate your lecturers name on

your answer sheet

5. Use the tables provided on page [10] to answer Section A & B.

Detach and insert it into your answer booklet.

THIS QUESTION PAPER CONSISTS OF _10_ PAGES {Including this front page)

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SECTION A (10 Marks)

Question 1 [True or False Questions]

Use the table provided on page 10 to answer these questions, then detach and insert it into

your answer booklets. Indicate whether the following statements are True or False by

crossing (X) in the appropriate box. 1 mark shall be awarded for each correct answer.

No. Question

1.1 Marketing research firms, advertising agencies, media firms and marketing consulting firms are referred to as marketing intermediaries.

1.2 As an employee of Extreme Enterprises, you market wild and crazy games for teens to play at parties. You work in the business market.

1.3 The significant trends in the natural environment include shortages of raw materials, increased pollution and decreased government intervention.

1.4 Demographics are the statistics of human populations.

1.5 The micro-environment consists of the factors close to the firm that affect its ability to service its customers, such as suppliers, customer markets, competitors and publics.

1.6 Today's marketers must be good at building relationships in order to connect effectively with customers, others in the firm and external partners.

1.7 The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run and long-run welfare.

1.8 Your supervisor is concerned with the entire stream of purchases each customer makes over the lifetime of his or her patronage. We call this customer lifetime value.

1.9 Loyal customers must be more than simply satisfied; they must be highly delighted.

1.10 The marketing mix consists of product, price, place, positioning and promotion.

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SECTION B [Multiple Choice] (30 Marks)

Question 1

Please use the table provided on page 10 to answer these question, and then detach and insert it into

your answer booklet. 1 marks shall be awarded for each correct answer.

1. Marketing seeks to create and manage profitable customer relationships by delivering ____ to customers.

a. competitive prices b. superior value c. superior service d. superior promotion e. product assortment

2. You have learnt at work that, at all levels, today's successful firms have one thing in common; they are heavily committed to marketing and strongly working at ___ _ a. obtaining the best CEOs b. increasing wealth to stockholders c. focusing on customers d. motivating employees e. social responsibility

3. Highly successful firms know that if they take care of their customers, ____ will follow. a. frequent good word of mouth b. market share c. profits d. market share and profits e. increased competition

4. Marketing is more than ____ and advertising. a. distribution b. promotion c. selling d. pricing e. customer service

5. Today, marketing must be understood in terms of not just making a sale but also ___ _ a. satisfying customers' needs b. understanding customers' value c. understanding customers' self-images d. advertising brilliantly e. successfully remaining in the market

6. Needs and wants are being satisfied through exchange. Which of the following is occurring at this point? a. selling b. customer service c. marketing d. transaction pricing e. satisfaction

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7. Marketing consists of actions taken to build and maintain desirable ____ with target audiences involving a product, service, idea or other object. a. exchange transactions b. exchange relationships c. exchange processes d. exchange privileges e. exchange communication

8. This group of buyers' shares a particular need or want that can be satisfied through exchange relationships. a. segment b. target market c. market d. buying group e. a and c

9. The five alternative concepts under which organisations conduct their marketing activities include the production, selling, marketing and societal marketing concepts. a. promotion b. pricing c. distribution d. product e. de marketing

10. Most firms practise the selling concept when they face ___ _ a. a crisis b. a recession c. fierce competition d. the sale of unsought goods e. marketing myopia

11. Which of the following is NOT a marketing stimulus considered one of the four Ps? a. product b. packaging c. price d. promotion e. place

12. Most large firms research buying decisions to find out what they buy, where they buy, how and how much they buy, when they buy, and why they buy. a. market b. permanent c. consumer d. social e. group

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13. are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviours. a. Social classes b. Purchase decisions c. Perceptions d. Attitudes e. Lifestyles

14. A buyer's decisions are influenced by personal characteristics such as all of the following EXCEPT

a. the buyer's occupation b. the buyer's age c. the buyer's life cycle stage d. the buyer's economic situation e. the buyer's age at retirement

15. To practise the marketing concept, an organisation must deliver the ____ better than competitors.

a. desired satisfactions b. attractive prices c. level of service d. advertising campaign e. convenient packaging

16. The marketing concept views marketing not as "hunting," but as ___ _ a. fishing b. gardening c. cooking d. living e. none of the above

17. Nothing happens until people buy something, and they cannot do so without access to products. Which ofthe following move the product from producer to buyers? a. financial intermediaries b. physical distribution firms c. marketing service firms d. resellers e. modified re-buyers

18. Banks, insurance firms and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as ___ _

a. financial intermediaries b. physical distribution firms c. marketing service agencies d. resellers e. wholesalers

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· · · ·: 19. Any group that has an actual or potential interest in or impact on, an organisation's ability to achieve its objectives is a within that firm's marketing environment. a. team b. audience c. market d. public e. intermediary

20. Which type of public is a television station that carries news, features and editorial opinions about your area? a. financial b. media c. citizen-action d. local e. regional

21. The environment consists of factors that affect consumer purchasing power and spending patterns. a. social-cultural b. political-legal c. technological d. economic e. natural

22. Marketers are aware of laws and pressure groups that influence or limit various organisations and individuals in a given society. We call this the environment. a. socio-legal b. legal-cultural c. political d. legal-technological e. economic

23. A society's institutions and other forces that shape its basic values, perceptions, preferences and behaviours are its environment. a. social b. cultural c. socio-cultural d. cultura 1-econom ic e. natural

24. People change the goods and services they buy over time because of two important factors. They are ___ _

a. belief and attitude b. perception and personality c. age and life cycle stage d. groups and learning e. family and tradition

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25. Lifestyle is a person's pattern of living as expressed in his or her __ _ a. personality b. culture c. psychographies d. motive e. social class

26. People can form different perceptions of the same stimulus because of three perceptual processes. All of the following name these processes EXCEPT ___ _ a. selective attention b. selective distortion c. selective attitude d. selective retention e. none of the above

27. People often forget much that they learn. Through the information they tend to retain is that which supports their pre-existing attitudes and beliefs. a. selective attention b. selective distortion c. selective attitude d. selective retention e. perceptual vigilance

28. Internal or external stimuli begin the buyer decision process with this step. a. need recognition b. information search c. evaluation of alternatives d. purchase decision e. separation of needs and wants

29. There are many sources of Information for consumers. These include all of the following EXCEPT

a. personal b. commercial c. attitude d. public e. band d

30. New technologies create new opportunities and new ___ _ a. products b. services c. markets d. means of financing purchases e. both a and c

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SECTION C (ALL QUESTIONS ARE COMPULSORY) (60 Marks)

Question 1

a) There are three elements that help marketers to construct a customer-driven marketing

strategy. Name and discuss each ofthese three elements. (6 marks)

b) Martha works at NUST as a lecturer where she earns a salary of N$50 000.00 per month.

She banks with both FNB and Bank Windhoek. Her home loan account is with FNB and she

pays N$25 000.00 each month. She has a fixed deposit account with Bank Windhoek, in

which she deposits N$10 000.00 per month. She also has a savings account with FNB in

which she saves N$15 000.00 per month.

i) Using the scenario below, discuss the Share of Customer/Share of Wallet.

(4 Marks)

ii) Discuss and state which bank is benefiting more from Martha salary per month and why.

(2 Marks)

c) With relevant examples where appropriate, explain the following basic marketing concepts:

i) Needs

ii) Marketing myopia

iii) Marketing intermediaries

(6 marks)

Question 2

Marketing Information System is a system that analyses and assesses marketing information,

gathered continuously from sources inside and outside an organisation.

a) Explain how companies analyse and use Marketing Information.

(10 Marks)

b) MIS often consists of three separate components. Describe each ofthese.

(5 Marks)

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c) Discuss the four basic steps in the marketing research process.

(8 Marks)

Question 3

a) Companies use deceptive practices that lead customers to believe they will get more value

than they actually do. These practices fall into three categories, Name and explain these

three categories.

(6 Marks)

b) Discuss any four traditional buyers rights.

(8 Marks)

c) Social criticisms of marketing claim that certain marketing practices hurt individual

consumers, society as a whole and other business firms. Name any five ways how Marketing

impact Individual consumers' welfare.

(5 Marks)

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10 I Page

{10 Marks)

{30 Marks)

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TOTAL MARKS 100