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MPM512S - MARKETING PRINCIPLES - 1ST OPP - NOV 2022 |
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nAmlBIA unlVERSITY
OF SCIEnCE
TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCE AND EDUCATION
DEPARTMENT OF MARKETING AND LOGISTICS
QUALIFICATION CODE: 07MARB, 07BBMN,
07HRMB, 07BENT
COURSE CODE: MPM512S
LEVEL: 7
COURSE NAME: MARKETING PRINCIPLES
SESSION: NOVEMBER 2022
PAPER: THEORY AND PRACTICAL
DURATION: 3 HOURS
MARKS: 100
EXAMINER(S)
MODERATOR
FIRST OPPORTUNITY QUESTION PAPER
MS. B.M. VAN NIEKERK(Co-ordinator; FT)
DR. B. TJIZUMAUE (FT)
MS. G. KARITA (PT)
MS. R. FOTOLELA(DISTANCE)
MR. JOHN-GRAFTT NDUNGAUA
INSTRUCTIONS
1. Answer ALL the questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
4. Write as legible as possible, and as precise as possible
s. Indicate your class lecturer's name on your answer sheet
THIS QUESTION PAPER CONSISTS OF _6_ PAGES (Including this front page)
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SECTIONA: MULTIPLECHOICEQUESTIONS
[251
Choose the correct answer and use the answer sheet to answer the following questions. Each question
only has ONEcorrect answer. One (1) mark shall be awarded for each correct answer.
1. Which one of the following is not a way in which a firm can obtain new products by acquisition?
A. buying a whole firm
B. buying a patent
C. backward engineering
D. buying a license to produce a product
2. Major sources of new-product ideas include internal sources and external sources. Which one of the
following are not common external sources of new-product ideas?
A. consumers
B. suppliers
C. competitors
D. government agencies
3. The way consumers perceive an actual or potential product is perceived as the ___ _
A. product idea
B. product concept
C. product image
D. product proposal
4. New-product concepts are often tested with consumers before ___ _
A. commercialising them
B. attempting to turn them into a product
C. pricing them
D. creating advertising and promotion
5. When developing new products, it is important for a firm to distinguish between a product concept,
a product image and a product ___ _
A. idea
B. proposal
C. life cycle
D. all the above
6. A detailed version of a new idea stated in meaningful consumer terms are called a ___ _
A. product idea
B. product concept
C. product image
D. product proposal
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7. When using test marketing, firms typically choose one of three approaches: standard test markets,
controlled test markets or ___ _
A. blind tests
B. random sample test markets
C. simulated test markets
D. non-standard test markets
8. Which of the stages in the product life cycle is characterised by rapid market acceptance, increasing
sales and increasing profits?
A. introduction
B. maturity
C. growth
D. decline
9. The team-based new-product
together through ___ _
A. team efforts
B. better planning
C. cross-functional teams
D. departmentalisation
development
approach is faster
because departments
work
closely
10. A common reason why so many new products fail in the marketplace is that the market size may
have been underestimated.
A. True
B. False
11. Which approach to test marketing entails that the firm finds a small number of representative test
cities, conducts a full marketing campaign in these cities and uses store audits, consumer and
distributor surveys, and other measures to gauge product performance?
A. standard test markets
B. controlled test markets
C. simulated test markets
D. single-city test markets
12. When managing the new-product development process, the ____
is an approach firms use to
install an innovation management system to collect, review, evaluate and manage new-product
ideas.
A. team-based new-product development
B. customer-centred new-product development
C. sequential new-product development
D. systematic new-product development
13. The PLC(product life cycle) concept describes a ____
as temporary periods of unusually high
sales driven by consumer enthusiasm and immediate product or brand popularity. This may be part
of an otherwise normal life-cycle, as in the case of 'ripped jeans'.
A. product style
B. product fad
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C. product fashion
D. product class
14. A ____ tend to have a standard PLC(product life cycle) shape. Products such as the 'dial
telephone' passedthrough a regular history of introduction, rapid growth, maturity and decline.
A. product form
B. brand
C. product class
D. product style
15. Which one of the following is true regarding price?
A. Price has had the least perceptible impact on buyer choice.
B. Price is the least flexible element in the marketing mix.
C. Unlike product features and channel commitments, prices cannot be changed quickly.
D. Price is the sum of all the values that consumers give up gaining the benefits of having a product.
16. More companies are adopting the concept of ___
which carefully integrates and coordinates
the company's many communication channels to deliver a clear, consistent and compelling message
about the organization and its brands.
A. communication mix
B. direct marketing
C. integrated marketing communication
D. Marketing communication
17. Which of the following can be classified as a discount retailer?
A. 7-Eleven.
B. Checkers.
C. Edgars.
D. Jet.
18. Cultivating opinion leaders and getting them to spread information about a product or service to
others in their communities include:
A. Buzz marketing
B. Opinion leaders
C. Events
D. Mass Media
19. Wholesalers buy mostly from ____
A. Independents
B. factory outlets
C. producers
D. discount stores
and sell mostly to retailers and industrial consumers.
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20. ____
includes all the activities involved in selling products or services directly to final
consumers for their personal, nonbusiness use.
A. Franchising
B. Retailing
C. Brokering
D. Wholesaling
21. Specialty stores carry ____ with ____
A. Wide product lines; deep assortment
B. Narrow product lines; shallow assortment
C. Wide product lines; shallow assortment
D. Narrow product lines; deep assortment
within them.
22. Which of the following is an example of persuasive advertising?
A. Informing consumers about the need for a product
B. Communicating consumer value
C. Maintaining consumer relationships
D. Changing consumer perceptions of product value
23. Once the marketing management has set the advertising objectives, which is the next task they
should perform?
A. Develop advertising strategy
B. Set advertising budget
C. Develop ad structure
D. Evaluate ad campaigns
24. __ is an attempt to stir up positive or negative emotions to motivate a purchase.
A. Humor appeal
B. Rational appeal
C. Emotional appeal
D. Moral appeal
25. Advertising reaches the massesof __ dispersed buyers at a low cost per exposure and enables
the seller to repeat a message many times.
A. culturally
B. economically
C. geographically
D. biologically
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SECTION B: THEORETICAL AND APPLICATION QUESTIONS
QUESTION 1
(75 marks]
(Sx2 = 10 marks)
Identify and describe in your own words the five (5) strategies involved in value-based pricing when setting
prices according to consumer's perception of value.
QUESTION 2
(4x3=12 marks)
Before a marketer sets prices, the marketer must understand the different types of markets that demand
its products. Name and briefly explain by means of an example the four (4) types of markets that effect
pricing decisions when setting prices.
QUESTION 3
(Sx3=15 marks)
The strategy for setting a product's price is often changed when the product is part of a product mix.
Explain how firms find a set of prices (strategies) that maximize the profits from the total product mix.
QUESTION 4
(4x2=8 marks)
Explain why firms use marketing channels and briefly discuss three (3) ways how channel members add
value.
QUESTION 5
(10 marks)
The BMW vehicle brand makes use of various marketing distribution channels to ensure that the vehicle
reach the end-consumer. A BMW vehicle moves from the manufacturer to the car dealership to the
consumers.
5.1 Identify the marketing channel that BMW usesto distribute their vehicles.
(2)
5.2 The number of channel members in BMW's marketing channel can be connected by various types of
flows. Identify and briefly describe three (3) types of flows.
(6)
5.3 Identify the intensity of distribution that is used to distribute the BMW vehicles in the market.
Motivate your answer.
(2)
QUESTION 6
(4x2=8 marks)
Define the four (4) major steps in designing a customer-driven marketing strategy.
QUESTION 7
(4x3=12 marks)
When a company wants to build a strong brand strategy, they have four (4) brand sponsorship options.
Explain each option by using practical examples.
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