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IME511C-INTRODUCATION TO MARKETING AND ITS ENVIRONMENT-2ND OPP-DEC 2025 |
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nAmtBIA
untVERSITY
OF SCIEnCE AnD
TECHnOLOGY
HP-GSB
HAROLD PUPKEWITZ
Graduate School of Business
FACULTY OF COMMERCE; HUMAN SCIENCES AND EDUCATION
HAROLD PUPKEWITZ GRADUATE SCHOOL OF BUSINESS
QUALIFICAT(QN: DIPLOMA IN BUSINESS PROCESS MANAGEMENT
QUALIFICATION CODE: 06DBPM
LEVEL: 6
COURSE CODE: IME511C
COURSE NAME: INTRODUCTION TO MARKETING AND
ITS ENVIRONMENT
SESSION: NOVEMBER 2025
DURATrON: 3 HOURS
PAPER: THEORY
MARKS: 100
SEECOND OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S} Dr. Gloria Veindira Karita
f
MODERATOR: Professor Maxwell Chufama
INSTRUCTIONS
1. This paper consists of SIX (6) questions
2. Answer ALL questions
3. Write as legible as possible, and as precise as possible
4. Read each question carefully
5. Allocate your time appropriately
PERMISSIBLE MATERIALS
1. Examination paper
2. Examination script
THIS QUESTION PAPER CONSISTS OF 3 PAGES (Including this front page)
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QUESTION 1
(20 marks)
Define the following marketing terms:
1.1 Marketing myopia
1.2 Exc,hange
1.3 market '
1.4 Marketing management
1.5 Market segmentation
1.6 The value proposition
1.7 Customer equity
1.8 Gaining insights
1.9 Sec'o~dary data
1.10 Observational research:
QUESTION 2
(20 marks)
A public is any group that has an actual or potential interest in or impact on an organisation's
ability to achieve its objectives. Name and discuss six of these publics using practical examples.
QUESTION 3
(20 marks)
Consumers have both traditional rights and additional rights advocated by consumer groups.
(a) List and briefly explain the THREE (3) traditional buyers' rights.
10 MARKS ...
(b) List and briefly explain any THREE (3) additional consumer rights advocated by
,consumer advocates. ?
10 MARKS
QUESTION 4
(20 marks)
Identify and explain the FIVE (5) characteristics that influence the rate of adoption of
innovations.
Give ONE (1) relevant example for each characteristic.
QUESTION 5
(10 marks)
A good Marketing Information System balances users' information desires against what they
need and what is feasible to offer. There are three {3) key sources of marketing information.
Use relevant examples and discuss these THREE (3) sources.
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QUESTION 6
(10 marks)
Consumers display different types of buying behaviour depending on their level of involvement
and perceived brand differences. Define the following FOUR (4) types of buying behaviour and
give ONE (1) relevant product example for each:
1. ,Complex buying behaviour
2. Dissonance-reducing buying behaviour
3. Habitual buying behaviour
4. Variety-seeking buying behaviour
END OF SECOND OPPORTUNITY EXAMINATION PAPER
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