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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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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1.

2.

3.

4.

Primary Data Collection

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b) Identify the five (05) key requirements (criteria) for effective market segmentation:

1) …………………………………………………….…………………………………………

2) ………………………………………………………………………………………………

3) ………………………………………………………………………………………………

4) ………………………………………………………………………………………………

5) ………………………………………………………………………………………………


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.

1. …………………………………………………………………………………………………………………………………………

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2. …………………………………………………………………………………………………………………………………………

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Briefly explain the two (02) pricing strategies of your choice with relevant examples: a) _____________________________

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b) _____________________________

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a) Fill in the blanks with reference to communication process model.

b) AIDA model stands for:

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(04 Marks)

________

___________

Media

________

_________

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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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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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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preliminary certificate in marketing 29 september 2019 ... · a) swot analysis b) aida model c)...

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