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MPS521C- MARKETING PRINCIPLES CATS- 1ST OPP- JUNE 2023 |
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nAmlBIA UnlVERSITY
OF SCIEnCE AnD TECHnOLOGY
FACULTY OF COMMERCE; HUMAN SCIENCES AND EDUCATION
HAROLD PUPKEWITZ GRADUATE SCHOOL OF BUSINESS
QUALIFICATION : DIPLOMA IN BUSINESS PROCESS MANAGEMENT
QUALIFICATION CODE: 06DBPM LEVEL: 6
COURSE CODE: MPS521 C
COURSE NAME: MARKETING PRINCIPLES
SESSION: JUNE 2023
DURATION: 3 HOURS
PAPER: PAPER I
MARKS: 100
FIRST OPPORTUNITY EXAMINATION - QUESTION PAPER
EXAMINER(S) MR. S. TJITAMUNISA
MODERATOR: MSG. KARITA
INSTRUCTIONS
1. Write clearly and be tidy
2. Answer all the questions
3. Use the Tables on pages 7 to answer Section A & B
4. Read each question carefully before attempting it
5. This paper consist of five (5) questions
THIS QUESTION PAPER CONSISTS OF 7 PAGES (Including this front page)
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SECTION A
Question 1 [True or False Questions]
Indicate whether the following statements are True or False by Crossing (X) in the
appropriate box. Use the table provided on page 7 to answer this question, detach and
insert it into your answer booklet. 1 mark shall be awarded for each correct answer.
(20 X1) = 20 Marks)
No. Question
1.1 Marketers have traditionally focused on the "upstream" side of the supply chain-
on the marketing channels (or distribution channels) that look forward toward the
customer.
1.2 Discount stores sell standard merchandise at lower prices by accepting lower
margins and selling higher volume.
1.3 Integrated logistics management is the recognition that providing customer service
and trimming distribution costs requires conflict internally and externally.
1.4 Wholesalers includes all the activities involved in selling products or services
directly to final consumers for their personal, no business use.
1.5 Warehouse clubs appeal almost exclusively to low-income consumers seeking
bargains.
1.6 In a conventional distribution channel, no channel member has much control over
the other members and no formal means exists for assigning and resolving
channel conflict.
1.7 Disintermediation has occurred when an online marketer takes businesses away
from traditional brick-and-mortar retailers.
1.8 When consumers cannot judge the quality of a product because they lack
information or skill, they are likely to perceive a higher-priced product as having
higher quality.
1.9 The frequent use of promotional pricing can encourage customers to only buy
when a brand is on sale.
1.10 Zone pricing involves the customers paying for the shipping if they live outside the
zone where the company is located.
1.11 State and federal governments accept some reasons for price-fixing when it does
not limit competition.
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1.12 Demand and consumers value perception set the floor for prices.
1.13 Value-based pricing is being used when costs vary directly with the level of a
product.
1.14 Value -based pricing is the reverse of cost-based pricing.
1.15 Unsought products are products that the customer usually buys frequently,
immediately, and with a minimum of comparison and buying effort.
1.16 Style is a larger concept than design. Design describes the appearance the
appearance of a product.
1.17 A company can stretch its product either upward or downward, but not both
directions.
1.18 A company's product mix has four important dimensions; width, length, depth,
and consistency.
1.19 Mass marketing is becoming a marketing principle for 21st century.
1.20 Silas Gifts divides its markets into units of rations, regions, and cities. Silas uses
geographic segmentation.
SECTION B [Multiple Choice]
(15 x2 = 30 Marks)
Question 2
Choose the correct answer and use the table provided on page 7 to answer these question,
and please detach and insert it into your answer booklet. 2 marks shall be awarded for each
correct answer.
2.1 As production workers become better organized and more familiar with equipment, the
average cost per unit decreases. This is called ___ _
A Experience curve
B. Long-run average cost curve
C. Marginal utility
D. Demand curve
E. Short-run average cost curve
2.2 Some analysts see ____
as the major enduring asset of a company, outlasting the
company's specific products and facilities.
A Experiences
B. Brands
C. Staples
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D. Services
E. Benefits
2.3 ____
involves charging a constant, everyday low price with few or no temporary
price reductions.
A. Penetration pricing
8. High-low pricing
C. Cost-plus pricing
D. Target pricing
E. EDLP
2.4 At the very least, a product ____
identifies the product or brand. It might also
describe several things about the product and promote the brand.
A. Package
B. Portfolio
C. Line extension
D. Label
E. Copyright
2.5 The simplest pricing method is ____
_
A. Target profit pricing
B. Sealed-bid pricing
C. Markup pricing
D. Value based pricing
E. Value added pricing
2.6 ____
are a form of product that consists of activities, benefits or satisfactions
offered for sale that are essentially intangible and do not result in the ownership of
anything.
A. Brands
B. Services
C. Consumer products
D. Line extensions
E. Supplements
2.7 Fixed costs ____
as the number of units produced increases.
A. Divide in half
B. Decrease
C. Increase at a diminishing rate
D. Increase
E. Stay the same
2.8 Which of the following involves setting prices based on competitor's strategies, costs,
prices and market offerings?
A. Competition-based pricing
8. Target return pricing
C. Added-value pricing
D. Good-value pricing
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E. Market based pricing
2.9 When amusement parks and movie theaters charge admission plus fees for food and
other attracts, they are following a(n) _____
pricing strategy.
A. Optional -product
B. By-product
C. Skimming
D. Two-part
E. Penetration
2.10 _____
maps show consumer perceptions of their brands versus competing
products on important buying dimensions.
A. Demonstration
B. Position
C. Differentiation
D. Positioning
E. Relative
2.11 Which of the following is a likely disadvantage to adding new channels in a multi channel
distribution system?
A Decreasing understanding of complex markets
B. Increasing disintermediation
C. Reducing conflict amongst channel members
D. Decreasing control over the system
E. Fewer opportunities for franchising
2.12 In recent years, ____
has been growing fast. This includes selling to final
consumers through direct mail, telephone, catalogs and the Internet.
A Franchising
B. E-commerce
C. Shopper marketing
D. Social marketing
E. Nonstore retailing
2.13 Which wholesalers' channel function is demonstrated when a buyer received quicker
delivery because wholesalers are located closer than producers.
A Financing
B. Buying and assortment building
C. Risk bearing
D. Warehousing
E. Transportation
2.14 Which of the following is most likely true about shoppers who like to shop at "lifestyle
centers"?
A They prefer out-of-the way locations.
B. They rarely dine out.
C. They prefer upscale stores.
D. They prefer inexpensive atmospheres.
E. They are motivated by deals and last year's merchandise and seconds.
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2.15 Most producers today sell their products directly to _______
?
A. Final users and marketing users
B. Final users
C. Third -party logistics providers
D. Warehouses
E. Intermediaries
SECTION C
Question 3
(10 Marks)
With relevant Namibian examples; explain what you understand by the following?
3.1 Integrated Marketing Communication
(2 marks)
3.2 Direct Marketing
(2 marks)
3.3 Third Party Logistics (3PL)
(2 marks)
3.4 Retail Convergence
3.5 Franchise retail organization
(2 marks)
(2 marks)
Question 4
(20 Marks)
4.1 Identify and define important internal and external factors affecting a firm's
pricing decisions.
(14 marks)
4.2 Compare and Contrast the two new product pricing strategies in marketing
(Market penetration pricing/Market skimming pricing strategies) and discuss the
conditions under which each is appropriate.
(6 Marks)
Question 5
(20 marks)
Explain why companies use marketing channels and discuss the functions these
channels perform.
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End
SECTION A [True or False Questions]
Student Name .............................................................. .
Student no .......................................................
/20 marks
(20x1 = 20 Marks)
SECTION B [Multiple Choice]
Question 2
(15 x2 = 30 Marks)
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