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MPS511C-MARKETING PRINCIPLES-2ND OPP-JULY 2022 |
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nAm I Bl A u ntVE RSITY
OF SCIEnCE Ano TECHn OLOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
CENTRE FOR ENTERPRISE DEVELOPMENT (CED)
QUALIFICATION CODE:06DBPM
LEVEL:6
COURSE CODE MPS511C
COURSE NAME: MARKETINGPRINCIPLES
DATE: JUNE 2022
MODE: PM
DURATION: 3 HOURS
MARKS: 100
EXAMINER(S)
MODERATOR:
SECOND OPPORTUNITY EXAMINATION PAPER
MR. S TJITAMUNISA
DR. S KAUPA
INSTRUCTIONS
1. Answer ALLthe questions.
2. Write clearly and neatly.
3. Number the answers clearly,
PERMISSIBLE MATERIALS
1. Examination paper
2. Examination script
THIS QUESTION PAPER CONSISTS OF 8 PAGES (INCLUDINGTHIS FRONTPAGE)
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SECTION A
[True or False Questions]
Indicate whether the following statements are True or False by Crossing (X) in the
appropriate box. Use the table provided on page 8 to answer these question, detach and
inse1t it into your answer booklet. 1 mark shall be awarded for each correct answer.
(20 X 1) = 20 Marks)
No. Question
1.1 Electronic data interchange (EDI) is the computerized exchange of data between
organizations.
1.2 Vast improvements in information technology are speeding the movement toward
segmented marketing.
1.3 "Teaser" advertising is most closely associated with the buyer's readiness stage of
liking a product.
1.4 Wholesalers includes all the activities involved in selling products or services
directly to final consumers for their personal, no business use.
1.5 Warehouse clubs appeal almost exclusively to low-income consumers seeking
bargains.
1.6 In a conventional distribution channel, no channel member has much control over
the other members and no formal means exists for assigning and resolving channel
conflict.
1.7 Disintermediation has occurred when an online marketer takes businesses away
from traditional brick-and-mo1tar retailers.
1.8 When consumers cannot judge the quality of a product because they lack
information or skill, they are likely to perceive a higher-priced product as having
higher quality.
1.9 The frequent use of promotional pricing can encourage customers to only buy when
a brand is on sale.
1.10 Department stores carry narrow product lines with deep assortments of a particular
product line and have a knowledgeable staff.
1.11 The life cycle of new retail forms is getting longer.
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1.12 Marketers who use shopper marketing, use the retail store itself as an important
marketing medium.
1.13 A company's marketing communications mix is also called its promotion mix.
1.14 Value -based pricing is the reverse of cost-based pricing.
1.15 Unsought products are products that the customer usually buys frequently,
immediately, and with a minimum of comparison and buying effort.
1.16 Category killers carry a deep assortment of a particular product line and have a
knowledgeable staff.
1.17 A service is anything that can be offered to a market for attention, acquisition, use
or consumption and that might satisfy a want or need.
1.18 A company's product mix has four important dimensions; width, length, depth, and
consistency.
1.19 Mass marketing is becoming a marketing principle for 21st century.
1.20 Silas Gifts divides its markets into units of rations, regions, and cities. Silas uses
geographic segmentation.
SECTION B [Multiple Choice]
(20 x 1.5 = 30 Marks)
Choose the correct answer and use the table provided on page 9 to answer these questions, and
please detach and insert it into your answer booklet. 1.5 marks shall be awarded for each
correct answer.
2.1 ____
involves charging a constant, everyday low price with few or no temporary
price reductions.
A. Penetration pricing
B. High-low pricing
®C. Cost-plus pricing
EDLP
2.2 Fixed costs ____
as the number of units produced increases.
Divide in half
Decrease
Stay the same
Increase
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2.3 When amusement parks and movie theaters charge admission plus fees for food and
other attracts, they are following a(n) _____
pricing strategy.
A. Optional -product
B. By-product
C. Skimming
@ Two-pait
E. Penetration
2.4 Which of the following includes the use of catalogs, telephone marketing, kiosks, the
Internet, mobile marketing?
A. Adve1tising
B. Public relations
Sales promotion
\\Ej Direct marketing
2.5 Which of the following are the two major communication tools of the
communications process?
The senders and the receivers
B. The message and the media
C. Encoding and noise
D. The media and encoding
2.6 The primary purpose of an advertising objective is to __ , persuade, remind.
A. prompt
inform
C. incite
D. motivate
2.7 Unilever's ad: "Our wide variety of body washes makes Bath & Body Works smell
way overpriced", is a perfect example of __ advertising.
A. reminder
'I[) informative
1 C. comparative
D. motivate
2.8 Many companies now use a combination of phone, email, fax, internet, and other
technologies to provide ____
_
A. Support services
B. Product mixes
C. Brand equity
D. Packaging advantages
2.9 Price setting is usually determined by ____
in small companies.
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e,.._.Sales department
(B.) Top management
'e: Divisional managers
D. Marketing department
2.10
Product mix _____
within its product lines.
refers to the total number of items a company carries
A. Height
(B) Length
C. Depth
D. Width
2.11
_____
consumers.
segmentation divides the market into affluent or low-income
A. Psychographic
Income
C. Geographic
D. Demographic
2.12
What is the function of public relations?
Building up a good corporate image
B. Building a direct connection with customer
C. Obtaining immediate customer response
D. Making sales
2.13
Which method for setting the promotional budget begins with total revenues,
deducts operating expenses and capital outlays, and then devotes some po1tion of the
remaining funds to advertising?
A. Percentage-of-sales method
B. Competitive-parity method
Affordable method
D. Objective-and-task method
2.14
Many marketers are now embracing the concept of __ , using in-store
promotions and advertising to extend brand equity to "the last mile" and encourage
favorable in-store purchase decisions.
A. disintermediation
B. market skimming
(£J shopper marketing
D. exclusive marketing
2.15
A product is a key element in the ____
. At one extreme it may consist of
pure tangible goods or at the other extreme, pure services.
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A. Co-branding
B. Value chain
{!J; C. Brand equity
Market offering
2.16
____
marketing targets the whole market with one offer.
A. Differentiated
QB. Concentrated
Undifferentiated
D. Local marketing
E. Product marketing
2.17
To differentiate themselves, many companies go beyond offering products and
services; they are also developing and delivering customer ___ _
Events
Experiences
@ Product lines
D. Brands
2.18
__ positioning involves meeting consumers' lower performance or quality
requirements at a much lower price.
A. Same for less
B. More for the same
C. Less for much less
D. More for more
2.19
Which of the following are two dimensions of product quality?
(};) Level and consistency
B. Consistency and accuracy
C. Reliability and level
D. Accuracy and reliability
2.20
__ divides buyers into different segments based on social class, lifestyle,
or personality characteristics.
Behavioral segmentation
(BJ_P·sychographic segmentation
Demographic segmentation
D. Gender segmentation
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SECTIONC
(50 marks)
Question 1
(10 Marks)
With relevant Namibian examples; explain what you understand by the following?
1.1 Intensive Distribution
(2 marks)
1.2 Direct Marketing
(2 marks)
1.3 Convenience store
(2 marks)
1.4 Third -party Logistics (3PL)
1.5 Franchise retail organization
(2 marks)
(2 marks)
Question 2
(20 Marks)
2.1 With fixed costs of N$600,000.00, a variable cost of N$60, and expected sales of 80,000
units, what is the manufacturer's unit cost?
(4 marks)
2.2 Identify and define the important internal and external factors affecting (minimum five) a
firms pricing decisions.
(10 marks)
2.4 Compare and contrast the two new product pricing strategies in marketing (Market
penetration pricing/Market skimming pricing strategies) and discuss the conditions under
which each is appropriate.
(6 Marks)
Question 3
(20 Marks)
3.1 Just because a marketer identifies a segment does not necessarily mean that it's a
useful one to target. There are many ways to segment a market, but not all segmentations
are effective. Name and describe the five (5) requirements for useful market segments.
(10 Marks)
3.2 Identify and explain any 5 (FIVE) of the various segmentation variables. Be specific in
your answer and use examples to demonstrate what each means.
(10 Marks)
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SECTION A [True or False Questions] , SECTION B [Multiple choice]
Student no .......................................................
/20 marks (20xl = 20 Marks)
SECTION B [Multiple Choice]
(15 x2 = 30 Marks)
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