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IME511C - INTRODUCTION TO MARKETING AND ITS ENVIRONMENT - 2ND OPP - EEC |
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NAMIBIA UNIVERSITY
OF SCIENCE AND TECHNOLOGY
FACULTY OF MANAGEMNT SCIENCES
CENTRE FOR ENTERPRISE DEVELOPMENT
COOUURRSSEE CODE: CODE: IIMMEE5511C
CMOAURRSKE ENTAMAINEDN: GITISNTERNOVDIURCOTNIMOENNTTO
DATE: JANUARRY 2020
MODE: PT
DURATION: 2 Hours
MARKS: 100
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINERS:
Dr. S.P Kaupa
MODERATOR: | Mr. S. Tjitamunisa
INSTRUCTIONS
1. Answer ALL questions
2. Write clearly and neatly.
3. Number the answers clearly.
THIS QUESTION PAPER CONSISTS OF 8 PAGES (INCLUDING THIS FRONT PAGE)
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SECTION A: MULTIPLE CHOICE
Beyond simply retaining good customers, marketers want to
constantly increase their "share of customer". Describe what
this means in marketing terms.
Marketers want to increase their market share.
Marketers want to increase the share they get of the customer's purchasing in
their product categories.
Marketers want to increase the profit margin with this target market.
Marketers want to continuously increase their customers’ levels of satisfaction. e.none
of the above
is one of the best ways to increase share of customer.
Targeting new customers
Using bait and switch
Cross-selling
Relationship selling
Partnership marketing
Surveys show that in markets with few customers and high margins, sellers want
to create_______with key customers.
basic relationships
relationship marketing
extreme partnerships
full partnerships
marketing myopia
Marketing information has no value until it is used to
satisfy the firm's objectives
make better marketing decisions
make management's job easier
please stockholders e.please customers
For conservative small businesses and not-for-profit organisations, good
marketing information may be collected by simple
purchase
observation
questioning
surveying
focus groups
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What best describes the type of data readily available to both small
organisations and large businesses with minimal effort?
census
the Internet
secondary
primary e.business
A common problem in international marketing research is the availability
primary data
research specialists
secondary data
intelligence limitations
consumers across cultures to answer surveys
International researchers are often forced to collect their own primary data. An
initial problem with this collection is finding and developing good
representative samples
research firms
rapport with nationals
relations with channel members
communication methods
What do many researchers encounter when conducting market research in foreign
countries?
Some countries have few telephones that limit access to respondents.
Some countries have poor mail services.
Some countries have poor roads that limit personal contacts.
Some foreign cultures may not understand the value of marketing data. e.all of
the above
10. Most marketing research benefits both the sponsoring firm and
advertisers
manufacturers
delivery firms
consumers
competitors
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On the Internet it is possible to purchase
fit you. This practice is known as
niche marketing
micro-marketing
differentiated marketing
mass marketing
none of the above
denim
jeans
manufactured
to perfectly
A segmenting approach that has been around for a long time that can be
very effective — ______— tailors brands and promotions to the needs
and wants of specific cities, neighbourhoods and even specific stores.
Micro-marketing
differentiated marketing
niche marketing
local marketing
aord
All of the following are drawbacks of local marketing EXCEPT
ait can drive up manufacturing costs
it can drive up marketing costs by reducing economies of scale
it can create logistics problems
that a brand's overall image might be diluted with too frequent use
candd
14. Under what circumstances can marketing in South Africa be quite effective?
when pronounced regional differences in demographics and lifestyles are
present
when pronounced local differences in demographics and lifestyles are present
when pronounced regional and local differences in demographics and lifestyles
are present
when regional and local differences in demographics and lifestyles are similar
any of the above
15. Other names for individual marketing include all of the following EXCEPT.
a.
one-to-one marketing
self-marketing
mass customisation
markets-of-one marketing
none of the above, they are all interchangeable
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16. All of the following are factors that should be considered when choosing a target
marketing strategy EXCEPT____-
firm resources
degree of product variability
product life cycle
market stability
market variability
17. When competitor's use
marketing can be suicidal.
a.
differentiated
undifferentiated
concentrated
customized
localized
differentiated
or concentrated
marketing,
People can form different perceptions of the same stimulus because of three
perceptual processes. All of the following name these processes EXCEPT.
selective attention
selective distortion
selective attitude
selective retention
none of the above
People often forget much that they learn. Through
the information
they tend to retain is that which supports their pre-existing attitudes and beliefs.
selective attention
selective distortion
selective attitude
selective retention
perceptual vigilance
experience.
describes changes in an individual's behaviour arising from
Lifestyle
Learning
Perception
Cognitive dissonance
Aggressiveness
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21.
Cues are subtle stimuli that determine where, when and how a person
responds to
an item.
purchasing
disposing of
rejecting
recommending
aandd
The practical significance of
for marketers is that they can
build up demand for a product by associating it with strong drives, using
motivating cues and providing positive reinforcement.
alternative evaluations
social classes
learning theory
subcultures
family and tradition
3. When competitors use undifferentiated marketing, a firm can gain an advantage
by using differentiated or
marketing.
undifferentiated
customised
concentrated
individual
mass
Researchers can guard consumer privacy by all of the following EXCEPT
statement?
Ask only for the information needed.
Use information responsibly to provide value.
Avoid sharing information without the customer's permission.
Sell the information only when it is worth it.
Fully explain to the respondents how the information will be used.
which
puts people into a frame of mind of liking or disliking things, of moving
toward or away from them.
Lifestyle
Motive
Habitual behaviour
Attitude
Perception
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SECTION B:
TRUE OR FALSE:
(10 X 2 marks)
20 MARKS
For each of the sentences given below indicate as to whether the statement is TRUE or
FALSE
1,
Smart marketers look beyond the attributes of the products and services they
sell. They create brand experiences for consumers.
2:
Marketing management is not always interested in serving every customer in
every way to remain competitive in today's markets.
3.
The selling concept holds that it is important to have a likable sales staff in order
to insure that customers will buy your product.
4,
The major difference between customer-driving marketing and customer-driven
marketing is that the former considers only existing needs.
5.
Because they are usually dated, your competitors' annual reports, press releases,
business publications, trade show exhibits and print advertisements are not very good
sources of marketing intelligence information.
6.
Marketing research systematically designs, collects and reports data directly
relevant to a specific marketing situation facing the organisation.
7.
A person's buying choices are further influenced by four major psychological
factors: motivation, perception, learning, and beliefs and attitudes.
8.
A motive exists when consumers are highly involved with an expensive,
infrequent or risky purchase but see little difference among brands.
9.
Perception is the process by which people select, organise and interpret
information to form a meaningful picture of the world.
10. _‘It is probably best for those firms with limited financial and personnel resources
to avoid concentrated or niche marketing until resources can be built up.
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SECTION C
QUESTION 3
30 MARKS
20 MARKS
One of the tasks of a Marketing Manager is to analyse the business portfolios of his/her
company. Using the Boston Consulting Group Matrix (BCG) approach, explain to the
management of a company of your choice how the BCG analyses business portfolios as
well as the problems of using this approach. Provide examples to support your answer.
QUESTION 4
10 MARKS
Discuss any FIVE (5) personal factors or characteristics that affect or influence the
buying behaviour of a consumer. Give practical examples to support your answer.
End of Paper