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IME511S- INTRODUCTION TO MARKETING AND ITS ENVIRONMENT- 2ND OPP- JULY 2024 |
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nAmlBIA unlVERSITY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCES AND EDUCATION
DEPARTMENT OF MARKETING, LOGISTICS AND SPORT MANAGEMENT
QUALIFICATION: BACHELOR OF MARKETING AND OTHERS
QUALIFICATION CODE: 0?BMAK
LEVEL: 5
COURSE CODE: IME511 S
COURSE NAME:
Introduction to Marketing and its Environment
SESSION: JULY 2024
DURATION: 3 HOURS
PAPER: 2nd Opportunity
MARKS: 100
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S) MS CHERLEY DU PLESSIS (FT)
MS LYDIA HEELU (FT, PT, DI)
MS LOIDE MOOMBALA (FM)
MODERATOR: MR JOHN-GRAFTT NDUNGAUA
1. Answer all questions.
INSTRUCTIONS
2. Read all the questions carefully before answering.
3. This paper comprises of three sections, namely; sections A, B and C
4. Marks for each question are indicated at the end of the question.
5. Please ensure that your writing is legible, neat and presentable.
6. For Section A and B, use the provided tables on pages 9 & 10 to indicate the
correct answers, detach the answer sheets and insert it in the exam book.
THIS QUESTION PAPER CONSISTS OF_ 10_ PAGES (Including this front page)
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SECTION A: MULTIPLE CHOICE QUESTIONS
(20X1=20)
QUESTION 1
Answer the following Multiple Choice Questions on the answer sheet provided on page 9,
detach and insert it in your exam book with your name and student number written on it.
1. What is marketing?
a) The process of advertising and selling products.
b) The process for creating, communicating, delivering and exchanging marketing
offerings that have value for customers based on their needs and wants.
c) The management of the sales team.
d) The production and manufacturing of goods and services.
e) The observation of customer myopia.
2. ____
is a component of the micro-environment within a company's marketing
environment.
a) Economic forces
b) Cultural forces
c) Suppliers
d) Banks
e) Publics
3. An MIS consists of people, equipment and procedures to ____
evaluate and distribute information to marketing decision makers.
a) Gather
b) Test
c) Read
d) Write
e) Exam
, sort, analyse,
4. ____
is an example of a consumer need.
a) Sports car
b) Brand name clothing
c) Smartphone
d) Holiday packages
e) Shelter
5. ____
is the act of obtaining a desired object from someone by offering something
in return.
a) Motivation
b) Exchange
c) Marketing
d) Gatekeeping
e) Research
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6. ____
is the overall process of building and maintaining profitable customer
relationships by delivering superior customer value and satisfaction. It deals with
acquiring, engaging and growing customers.
a) Customer Relationship Management
b) Customer Benefits Management
c) End-user Profile Management
d) Demographics Profile Management
e) Psychographics and Relationship Management
7. ____
depends on the product's perceived performance relative to a buyer's
expectations.
a) Customer myopia
b) Customer behaviour
c) Customer dedication
d) Customer relations
e) Customer satisfaction
8. Product ____
refers to arranging for a product to occupy a distinctive and
desirable place in the minds of your target customers.
a) Segmentation
b) Differentiation
c) Positioning
d) Lifecycle
e) Deterioration
9. The ____
is a set of tactical marketing tools that the company blends to produce
the response it wants in the target market.
a) Research and software
b) Strategic directives
c) Product portfolio
d) Marketing mix
e) None of the above
10.The SWOT analysis stands for:
a) Strengths, weaknesses, opportunities and tactics
b) Strengths, weaknesses, opportunities and threats
c) Strategy, weaknesses, opportunistic tendencies
d) Solutions, weaknesses, options and trials
e) Solidarity, wins, opportunity and tactics
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11.A company must consider its own size and industry position compared to those of its
a) Clients
b) Customers
c) Competitors
d) Consumers
e) Citizens
12. In marketing research, primary data is:
a) Data collected for the first time specifically for a marketing research study
b) Less time-consuming to acquire and less costly than secondary data
c) Newly published results of government investigations
d) Part of a strategic planning activity to ensure proper resource allocation
e) Preference in buying behaviour
13.____
carries news, features, editorial opinions distributed through television,
magazines, biogs and social media.
a) Government publics
b) Marketing publics
c) Service publics
d) Promotion publics
e) Media publics
14.What is a reason why global markets are hard to deal with?
a) Managers need to learn other languages.
b) Managers deal with strange currency.
c) Managers face political uncertainties.
d) Managers must adapt their products to different customer needs and expectations.
e) All of the above
15. ____
involves the physical environment and the natural resources that are
needed as inputs by marketers or that are affected by marketing activities.
a) Technological environment
b) Political environment
c) Cultural environment
d) Natural environment
e) None of the above
16. Good marketing intelligence can help marketers gain ____
talk about and engage with their brands ..
a) Credibility
b) Satisfaction
c) Insights
d) Privacy
e) Preference
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into how consumers
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17.The marketing research process has four steps: defining the problem and research
objectives, developing the research plan, implementing the plan, and ___ _
a) Monitoring and evaluating the findings
b) Strategising and implementing the findings
c) Interpreting and reporting the findings
d) Filing and storing the findings
e) Distorting and leaking the findings
18. Business legislation has been created for three basic reasons: to protect firms from
one another, to protect the interests of society, and to ___ _
a) Protect consumers
b) Regulate price
c) Increase world trade
d) Promote social responsibility
e) Regulate government policies
19. Marketers want to understand how the stimuli are changed into responses inside the
consumer's ----
a) Value proposition
b) Black box
c) Market preference
d) Buying attitudes
e) External market
20. Each culture contains smaller ____ , or groups of people with shared value
systems based on common life experiences and situations.
a) Market segments
b) Profit shares
c) Buyer patterns
d) Sub-cultures
e) Needs and wants
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SECTION B: TRUE or FALSE QUESTIONS
(20X1=20)
QUESTION 2
Answer the following TRUE or FALSE questions on the answer sheet provided on page 10,
detach and insert it in your exam book with your name and student number written on it.
1. The simplest definition of modern marketing is managing profitable customer
relationships.
2. Demography is the study of human populations in terms of size, density, location, age,
gender, race, occupation, and other statistics.
3. The political environment consists of financial factors that affect consumer purchasing
power and spending patterns.
4. The simplest way to enter a foreign market is with licencing.
5. Environmental sustainability refers to developing strategies and practices that create
a world economy that the planet can support indefinitely.
6. Motivation, perception, learning, beliefs and attitudes are psychological factors
influencing buyer behaviour.
7. The cultural environment consists of institutions and forces that affect a society's
values, perceptions, preferences, and behaviors.
8. Marketing research involves actively scanning the general marketing environment.
9. Social classes are society's relatively permanent and ordered divisions whose
members have similar values, interests and behaviours.
10. Buzz marketing refers to the impact of personal words and recommendations of
trusted friends, family, associates, and other consumers on buying behaviour.
11. Personality refers to a personal need that is sufficiently pressing to direct a person to
seek satisfaction of the need.
12. Secondary data refers information that already exist somewhere, having been
collected for another purpose.
13. Cognitive dissonance is the stage in the buying process where the buyer decides
about which brand to purchase.
14. Psychographic segmentation divides buyers into different segments based on social
class, lifestyle, or personality characteristics.
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15. Spam and involves marketing content that is so infectious that customers will seek
them out or pass them along to friends.
16. Gender segmentation has long been used in clothing, cosmetics, toiletries, and
magazines.
17. Joint venturing is a business arrangement in which two or more parties agree to pool
their resources for the purpose of accomplishing a specific task.
18. Cultural pollution is an organised movement of citizens and government agencies to
improve the rights and power of buyers.
19. The final step in the marketing process requires marketers to understand the
marketplace and customer needs and wants.
20. The goal of marketing intelligence is to improve strategic decision making, assess and
track competitors' actions, and provide early warning of opportunities and threats.
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SECTION C: OPEN-ENDED QUESTIONS
QUESTION 3
Define the following marketing terms from a marketing perspective:
3.1 Marketing myopia
3.2 Value proposition
3.3 Internal database
3.4 Consumer behaviour
3.5 Online marketing
[60 MARKS]
{2X5=10 marks)
{2 marks)
{2 marks)
{2 marks)
{2 marks)
{2 marks)
QUESTION 4
{10 marks)
Briefly explain the following marketing management orientations under which organisations
design and carry out their marketing strategies. Add relevant examples to support your
answers.
4.1 The production concept
4.2 The product concept
4.3 The selling concept
4.4 The marketing concept
4.5 The societal marketing concept
{2 marks)
{2 marks)
{2 marks)
{2 marks)
{2 marks)
QUESTION 5
{12 marks)
Briefly discuss any FOUR (4) players in the micro-environment that affect the company's
ability to serve its customers.
QUESTION 6
Differentiate between the following marketing terms:
6.1 Selective distortion and selective retention
6.2 Subsistence economies and industrial economies
6.3 Deceptive pricing and deceptive packaging
{12 marks)
{4 marks)
{4 marks)
{4 marks)
QUESTION 7
{4X4=16 marks)
The adoption process is the mental process that consumers go through from the first time
they learn about a new product until they reach the decision to become a regular user of the
product. Name and discuss the first FOUR (4) stages in the adoption process and provide
relevant examples to support your answers
END OF QUESTION PAPER
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NB! DETACH AND INSERT INTO YOUR ANSWER BOOKLET
Student no. --------------------------
Mode of Study: ________________________
Lecturer's Name: ------------------------
SECTION A: MULTIPLE CHOICE ANSWER SHEET
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NB! DETACH AND INSERT INTO YOUR ANSWER BOOKLET
Student no. --------------------------
Mode of Study: ________________________
Lecturer's Name: ------------------------
SECTION 8: TRUE or FALSE ANSWER SHEET
TRUE
FALSE
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