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IME511S - INTRODCUTION TO MARKETING AND ITS ENVIRONMENT - 2ND OPP - JULY 2025 |
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nAm I BIA 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: 07BMAK
LEVEL: 5
COURSE CODE: IME511 S
COURSE NAME: INTRODUCTION TO MARKETING AND
ITS ENVIRONMENT
SESSION: JULY 2025
DURATION: 3 HOURS
PAPER: THEORY
MARKS: 100
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S) MS CHERLEYDU PLESSIS(FT)
MS LYDIA HEELU (PT, DI)
MODERATOR: MR JOHN-GRAFTT NDUNGAUA
INSTRUCTIONS
1.
Make sure your name and surname, and student number appear on the answer script.
2.
Answer all questions.
3.
Number your answers correctly and read the questions carefully before answering.
4.
Please ensure that your writing is legible, neat and presentable.
5.
THIS QUESTION PAPER CONSISTS OF 7 PAGES (Including this front page)
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MULTIPLECHOICEQUESTIONS
(2 x 20 - 40 marks)
Answer ALL the questions in the examination book provided. Each question only has ONE correct
answer. Two marks shall be awarded for each correct answer.
QUESTION 1
1.1 A (n) ___
is a set of actual and potential buyers of a product or service.
a) market
b) control group
c) subsidiary
d) focus group
1.2 The actual and potential buyers in a market share which of the following characteristics?
a) They have little influence over marketers.
b) They share a particular need and or want.
c) They do not engage in marketing.
d) They rely ONLY on their friends and family to provide product information.
1.3
Dividing the market into various groups of customers that a company may serve is
called __ .
a) market segmentation
b) positioning
c) customisation
d) target marketing
1.4 The final step in the marketing process is __ _
a) understanding the marketplace
b) creating customer delight
c) creating customer lifetime value
d) capturing value from customers
1.5 Building and maintaining profitable customer relationships by delivering superior
customer value and satisfaction is called __ _
a) customer lifetime value
b) customer-perceived value
c) customer relationship management
d) partner relationship management
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1.6 Which of the following refers to the total combined customer lifetime value of all of the
company's current and potential customers?
a) share of customer
b) marketing mix
c) customer equity
d) target market
1.7 In organising their international marketing activities, where do most companies start?
a) By becoming a global organisation
b) By organising an export department
c) Byjoining an economic community
d) By creating international divisions
1.8 Which type of industrial structure offers the fewest marketing opportunities?
a) Industrial economies
b) Emerging economies
c) Raw material exporting economies
d) Subsistence economies
1.9 Industrialising economies are also known as ___ economies.
a) emerging
b) raw material exporting
c) totalitarian
d) subsistence
1.10 Which of the following is a political and legal factor that a company should consider
before deciding to enter a new country?
a) Monetary and trade regulations
b) Competition
c) Demand
d) The currency of the country
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1.11 GigaTalk, a U.S.-based computer manufacturing company, found that Japanese
commuters had difficulty using standard laptops on crowded rush-hour trains because,
while standing, commuters cannot use their laptops. So GigaTall< created a standing
computer. This computer includes a touch screen and a small keyboard that can be used
while standing or on the move. This is an example of __ _
a) straight product extension
b) standardised global marketing
c) product adaptation
d) communication adaptation
1.12 Nike inadvertently offended Chinese officials when it ran a television ad featuring LeBron
James crushing a number of revered Chinese figures in a l<ungfu-themed ad. As a result,
Nike had to release a formal apology. This is an example of the impact of ___
on
marketing strategy.
a) political stability
b) culture
c) level of industrialisation
d) income distribution
1.13 Forces and events in the buyer's environment enter the buyer's black box, where they are
turned into a set of buyer responses. These buyer responses include ___ _
a) brand choice, purchase location and timing, and brand engagement and relationship
behaviour.
b) the buyer's attitudes and preferences and the buyer's decision process and
purchase behaviour.
c) the buyer's decision process and the buyer's characteristics.
d) the buyer's attitudes and preferences, purchase behaviour, and marketing stimuli.
1.14 What determines whether a buyer is satisfied or dissatisfied with a purchase?
a) The amount of information gathered in the decision process.
b) Whether or not the buyer experienced cognitive dissonance.
c) The number of alternatives considered in the purchase decision.
d) The relationship between the consumer's expectations and the product's perceived
performance.
1.15 Consumer purchases are influenced strongly by characteristics that marketers cannot
control but must take into account, including cultural, social, psychological, and
___
characteristics.
a) employee
b) professional
c) medical
d) personal
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1.16 Facebook, Snapchat and Linkedln are all examples of __ _
a) brand alliances
b) opinion leaders
c) social networks
d) early adopters
1.17 ___
requires that the company continuously seek real product and marketing
improvements.
a) Customer value marketing
b) Sense-of-mission marketing
c) Innovative marketing
d) Consumer-oriented marketing
1.18 Consumers might receive an email, supposedly from their bank or credit card company,
saying that their account's security has been compromised. The sender asks them to log
on to a provided Web address and confirm their account and other personal information
and then steals this private information. This is a fraudulent practice called __ _
a) spamming
b) telemarketing
c) infomercials
d) phishing
1.19 Online marketing involves marketing via the internet using company websites·, e-mail
blogs, and __ _
a) direct mail brochures
b) on line videos
c) samples
d) live demonstrations
1.20 . A(n) ___
is designed to present brand content that engages consumers and creates
a customer-brand community.
a) podcast
b) branded community website
c) search engine
d) digital catalogue
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STRUCTUREDQUESTIONS
Answer ALLthe questions in the examination book provided.
QUESTION2
Define the following terms from a marketing perspective:
(60 MARKS)
(5x2 = 10 marks)
2.1 Market positioning
2.2 Forecasting
2.3 Direct Investment
2.4 Consumer Behaviour
2.5 Deceptive Packaging
(2 marks)
(2 marlcs)
(2 marks)
(2 marlcs)
(2 marks)
QUESTION3
(Sxl = 5 marks)
Match the concepts in Column A to the explanation in Column B.
Column A
Column B
3.1 Production A
concept
This concept is the idea that a company should make good
marketing decisions by considering consumers' wants, the
company's requirements, consumers' long-term interests, and
society's long-run interests
3.2 Product
B This concept is the idea that achieving organisational goals
concept
depends on knowing the needs and wants of the target markets
and delivering the desired satisfactions better than competitors
do
3.3 Selling
C This concept is the idea that consumers will favour products that
concept
offer the most quality, performance, and features. Organisations
should, therefore, devote their energy to making continuous
product improvements
3.4 Marketing D This concept is the idea that consumers will not buy enough of the
concept
firm's products unless it undertakes a large-scale selling and
promotion effort
3.5 Societal
E This concept is the idea that consumers will favour products that
marketing
are available or highly affordable
concept
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QUESTION 4
List ANY three (3) of the seven (7) Cs of effective website design.
(3 marks)
QUESTION 5
(5 marks)
The buyer decision process consists of five stages: need recognition, information search,
evaluation of alternatives, the purchase decision, and post purchase behavior. Discuss the two
(2) different types of need recognition triggers in the buyer decision-making process? Provide
examples to support your answer.
QUESTIONS
(10 marks)
Name and briefly describe the five (5) characteristics that are especially important in influencing
an innovation's rate of adoption.
QUESTION 7
(12 marks)
Briefly explain the difference between online marketing, social media marketing and mobile
marketing. Give practical examples in each caseto support your answers.
QUESTION 8
(15 marks)
Describe the strategic importance of each of the five (5) steps of the marketing process in
achieving business objectives and creating customer value.
END OF SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
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