 |
IME511C- INTO TO MARKETING AND ITS ENVIRONMENT- 1ST OPP- NOV 2023 |
|
|
1 Page 1 |
▲back to top |
nAmlBIA
UnJVERSITY
OF SCIEnCE Ano
TECHnOLOGY
HP-GSB,
HAf~OOI PUPKE\\Jv!TZ
FACULTY OF COMMERCE; HUMAN SCIENCES AND EDUCATION
HAROLD PUPKEWITZ GRADUATE SCHOOL OF BUSINESS
QUALIFICATION CODE: CATS2
COURSE CODE IMESllC
LEVEL: 5
COURSE NAME: INTRO. TO MARKETING & ITS
ENVIRONMENT
DATE: NOVEMBER 2023
MODE: PT
DURATION: 3 HOURS
MARKS: 100
EXAMINER(S)
MODERATOR:
FIRST OPPORTUNITY EXAMINATION
Mr. John-Graftt Ndungaua
Dr Gloria V. Karita
INSTRUCTIONS
1.
THIS PAPERCONSISTSOF 6 QUESTIONS
2.
ANSWER ALL THE QUESTIONS
3.
USETHE TABLESPROVIDEDON PAGE[7] TO ANSWERQUESTION1 AND 2
RESPECTIVELYD:ETACHAND INSERTINTO YOUR EXAMINATION ANSWERS'BOOKLET
4.
WRITE AS LEGIBLEAS POSSIBLEA, ND AS PRECISEAS POSSIBLE
5.
READ EACHQUESTIONCAREFULLY
6.
ALLOCATEYOURTIME APPROPRIATELY
PERMISSIBLE MATERIALS
I. Examination paper
2. Examination script
THIS QUESTION PAPER CONSISTS OF 7 PAGES {INCLUDING THIS FRONT PAGE)
|
|
2 Page 2 |
▲back to top |
QUESTION 1
[15 marks]
Answer the following Multiple-Choice Questions on the answer sheet provided on
page 7, detach, and insert it in your exam book with your name and student number
written on it.
1.1 McDonald's has implemented a strategy called 'Plan to Win,' encompassing the
addition of diverse food options, the elimination of unhealthy trans fats, a
comprehensive education campaign, and initiatives to address environmental
concerns. This strategy aligns best with which marketing concept?
a) Consumer-oriented business concepts
b) Sustainable marketing concept
c) Marketing concept
d) Societal marketing concept
e) Societal sustainability concept
1.2 Which step of the marketing process lets the company reap the rewards of its
strong customer relationships?
a) Building customer relationships.
b) Understanding the marketplace and customer needs.
c) Capturing value from customers.
d) Designing a customer-driven marketing strategy.
1.3 When backed by buying power, wants become __ .
a) benefits
b) offerings
c) needs
d) demands
1.4 Which of the following is a result of the recent Great Recession?
a) Reduced regulatory intervention.
b) Move toward frugality.
c) Increased spending on technology
d) Growth of societal marketing
1.5 Which group of customers are referred to as "barnacles"?
a) Those who are highly loyal but not very profitable.
b) Those who are both profitable and loyal.
c) Those who are potentially profitable but not loyal.
d) Those who show low potential profitability and little projected loyalty.
21Page
|
|
3 Page 3 |
▲back to top |
1.6 What is customer equity?
a) The total combined customer lifetime values of all the company's current and
potential customers.
b) The present value of the future cash flows attributed to the customer
relationship.
c) The difference between what a customer gets from a product, and what he or
she must give to get it.
d) Customer's perceived opinion of a product's value to him or her.
1.7 Which of the following depends on the product's perceived performance relative
to a buyer's expectations?
a) Customer-generated marketing
b) Customer-managed relationships
c) Customer-perceived value
d) Customer satisfaction
1.8 Which is the first step in the marketing process?
a) Designing a customer-driven marketing strategy.
b) Preparing an integrated marketing plan and program.
c) Understanding the marketplace and customer needs.
d) Building customer relationships.
1.9 The __ concept questions whether the pure marketing concept overlooks
possible conflicts between consumer short-run wants and consumer long-run welfare.
a) responsibility marketing
b) societal marketing
c) selling
d) product
1.10 What is market penetration?
a) Making more sales without changing the original product.
b) Identifying and developing new markets for current products.
c) Offering modified or new products to current markets.
d) Starting up or buying businesses beyond current products and markets.
1.11 Which of the following involves evaluating each market segment's attractiveness
and selecting one or more segments to enter?
a) Market segmentation
b) Market positioning
c) Market targeting
3IPage
|
|
4 Page 4 |
▲back to top |
d) Market differentiation
1.12 Which of the following Cs best describes the 'Place' component of the four Ps
concept?
a) Customer solution
b) Convenience
c) Communication
d) Customer cost
1.13 __ markets buy goods and services for further processing or for use in their
production processes.
a) Consumer
b) Business
c) Reseller
d) Government
1.14 Which of the following is part of a company's microenvironment?
a) Technological factors
b) Marketing intermediaries
c) Demographic environment
d) Cultural factors
1.15 Which of the following generational groups is characterized by utter fluency and
comfort with digital technology?
a) Baby boomers
b) Generation X
c) Late bloomers
d) Millennials
QUESTION 2
Answer the TRUE or FALSEquestions on the answer sheet provided here on page 7,
detach, and insert it in your exam book with your name and student number written
on it.
[15 marks]
2.1. Marketing involves creating value for customers and establishing strong
customer relationships to capture value in return.
2.2 Marketing is solely about capturing value from customers without providing value
in return.
2.3 Market offerings can include a combination of products, services, information, or
experiences designed to fulfill a market's needs or wants.
|
|
5 Page 5 |
▲back to top |
2.4 Marketing myopia involves concentrating solely on current desires and
overlooking the fundamental needs of consumers.
2.5 Fresh and deep insights into customer needs and wants are easy to obtain and
often obvious.
2.6 Customer behavior is always clear and certain, making it easy to derive meaningful
insights.
2.7 The Marketing Information System involves the systematic collection, analysis,
and dissemination of market information solely from external sources.
2.8 The Marketing Information System encompasses the regular and continuous
collection, analysis, interpretation, and storage of market information from both
internal and external sources to aid marketers.
2.9 Consumer behavior encompasses the study of consumers' processes in choosing
and using products and services, excluding their emotional and mental responses.
2.10 Consumer behavior includes the study of consumers' emotional, mental, and
behavioral responses in addition to their choices, usage, and disposal of products and
services.
2.11 Personal factors, such as demographics, have no influence on an individual's
interests and opinions.
2.12 Psychological factors, including perceptions and attitudes, play a significant role
in determining an individual's response to a marketing message.
2.13 The marketing environment only encompasses internal factors that affect
marketing management's ability to build successful relationships with target
customers.
2.14 The marketing environment comprises both actors and forces external to
marketing, which impact marketing management's efforts in establishing and
sustaining successful relationships with target customers.
2.15 The macroenvironment refers to smaller societal forces that influence the micro-
environment in marketing.
QUESTION 3
Discussall stages of the Marketing Process, presenting relevant examples and
ensuring the correct chronological sequence.
(10 marks)
QUESTION 4
SI Page
|
|
6 Page 6 |
▲back to top |
Define six distinct categories of publics and analyze their influence on a company's
capacity to attain its predetermined objectives.
(20 marks)
Question 5
(20 marks)
Briefly explain the following terms:
1. The Microenvironment
(2 marks)
2. Market Segmentation
(2 marks)
3. Market Positioning
(2 marks)
4. Societal Marketing Concept
(2 marks)
5. Marketing
(2 marks)
6. Needs
(2 marks)
7. Demands
(2 marks)
8. Wants
(2 marks)
9. Market offerings
(2 marks)
10. Marketing Myopia
(2 marks)
QUESTION 6
(20 marks)
Marketing orientation, also known as marketing concept or marketing philosophy, is
a business approach that guides companies in how they view and interact with the
market and customers. These orientations vary in their focus and are essential in
determining a company's strategies, decision-making, and overall business culture.
From the above list and explain the different marketing orientation or philosophies.
END OF 1STOPPORTUNITY EXAINATION PAPER
GI Page
|
|
7 Page 7 |
▲back to top |
Question 1 answer sheet - detach and insert in your examination answers' booklet.
[15 marks]
A
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
1.10
1.11
1.12
1.13
1.14
1.15
B
C
D
Question 2 answer sheet - detach and insert in your examination answers' booklet.
[15 marks]
[10Marks] ,.
.,
2.1 '
2.2
2.3
2.4
..
2.5
2.6.
2.7
,.
2.8 ..
i 2.9
," 2.10
2.11
2.1?
2.13
' 2.14
2.15
,·. True
' . .-1. False '
,,
'
71Page