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IME511S - INTRODUCTION TO MARKETING AND ITS ENVIRONMENT - 1ST OPP - JUNE 2022 |
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nAm I BI A un IVERS ITY
OF SCIEnCE
TECHnOLOGY
FACULTYOF COMMERCE,HUMAN SCIENCEAND EDUCATION
DEPARTMENT OF MARKETING AND LOGISTICS
QUALIFICATION:BACHELOROF MARKETINGAND OTHERS
QUALIFICATIONCODE: 07MARB
LEVEL: 5
COURSECODE: IMESllS
COURSENAME: INTRODUCTION TO MARKETING
AND ITS ENVIRONMENT
SESSION:JUNE 2022
DURATION: 3 HOURS
PAPER: (PAPER ONE)
MARKS: 100
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S)
Dr. B Tjizumaue
Ms. W Feris
Ms. R Fotolela
MODERATOR: Mr. J Ndungaua
INSTRUCTIONS
1. Answer ALL the questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
THIS QUESTION PAPERCONSISTSOF _7_ PAGES(Including this front page)
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SECTIONA
(20 MARKS}
Question 1 (True or FalseQuestions)
Use the table provided on page 7 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. 2 mark shall be awarded for each correct answer.
No. Question
1.1 A non-profit organisation is an organisation that is operating for profit or gain.
1.2 A want is something that is essential for survival.
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 Target marketing refers to choosing which segmentsto go after.
1.9
1.10
Selling concept; holds that consumers if left alone, will not ordinarily buy enough of
the organisation's products, unless persuaded to do so.
The marketing mix consists of product, price, place, positioning and promotion.
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SECTIONB
Question 1 (Multiple choice questions)
(30 MARKS)
Please use the table provided on page 7 to answer these questions, and then detach and insert it
into your answer booklet. 2 marks shall be awarded for each correct answer.
1. 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
2. According to the studies of Ernst Engel, as incomes rise people spend a ____
than before.
a. higher
b. much higher
c. lower
d. much lower
e. about the same
percentage on food
3. With regard to the natural environment, the major trend of interest to marketers is
the ----
a. number of protestors against misuse
b. shortages of raw materials
c. increases in recycling
d. all of the above
e. none of the above
4. The natural resources that are needed as inputs by marketers or that are affected by marketing
activities are referred to as the ___ _
a. raw material market
b. natural environment
c. endangered environment
d. green movement
e. factors of production
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5. You manufacture and market pesticides and fertilisers. Which of the following natural environment
trends mentioned in your text should you be concerned about?
a. shortages of raw materials
b. increased pollution
c. increased government intervention
d. increased acid rain
e. alloftheabove
6. Which of the following represents the most dramatic force shaping a marketer's destiny?
a. technological environment
b. natural environment
c. legal-political environment
d. deregulation
e. partnership marketing
7. Marketers ?re 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
8. Although a key element of a classically defined free market economy might indicate otherwise, the
system works best with ___ _
a. medium regulation
b. maximum regulation
c. occasional regulation
d. at least some regulation
e. no regulation
9. Businesslegislation 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 prices
c. increase world trade
d. regulate monopolies
e. promote social responsibility
10. Marketers will encounter legislation to regulate business activity in South Africa at which of these
levels?
a. local
b. national
c. international
d. noneoftheabove
e. all of the above
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11. 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. cultural-economic
e. natural
12. Marketers must understand that a society's core beliefs and values have a high degree
of ----
a. persistence
b. rigidity
C. similarity
d. ethnocentrism
e. conformity
13. The major cultural values of a society are expressed in people's views of ___ _
a. organisations
b. society
c. everyday life
d. the universe
e. all of the above
14. People's orientation to their society influences their attitudes toward the marketplace and their
consumption __ .
a. desires
b. needs
C. patterns
d. wants
e. habits
15. Marketers can take ____
by taking aggressive action to affect the publics and forces in their
marketing environments.
a. an environmental perspective
b. a proactive stance
c. a natural perspective
d. a natural management perspective
e. a relationship-building perspective
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SECTIONC
(50 MARKS)
Question 1
a) MIS often consists of three separate components. Describe each of these.
(6 Marks)
b) Discussthe four basic steps in the marketing research process.
(8 Marks)
c) Probability samples: members of the population have a known chance (probability) of
being selected into the sample. Name and explain 3 probability sampling methods.
(6 Marks)
d) The company may target any customer markets. Name and explain the 5 customer
markets that companies can target.
(10 Marks)
e) Name and explain any 3 research approaches.
(6 Marks)
f) There are 5 alternative concepts under which organizations design and carry out their
marketing strategies, name and explain all 5 of these concepts.
(10 Marks)
g) A consumer's behaviour also is influenced by social factors, such as the consumer's
small groups, family, and social roles and status. Explain the differences among these
social factors.
(4 Marks)
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NB! DETACHAND INSERTIT INTO YOUR ANSWER BOOKLET
Student no .........................................................
Mode of Study ....................................................
Lecturer's Name .................................................
SECTIONA
(20 Marks)
1..7
I.8
1.9
1.10
SECTIONB
Question 1
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