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IME411C-INTRODUCTION TO MARKETING AND ENVIROMENT-1ST OPP-NOV 2024 |
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nAmlBIA
UnlVERSITY
OF SCIEnCE Ano
TECHnOLOGY
HP-6S8
HAROLD PUPKEWITZ
Gr.:iduuteSchoolof Business
FACULTY OF COMMERCE; HUMAN SCIENCES AND EDUCATION
HAROLD PUPKEWITZ GRADUATE SCHOOL OF BUSINESS
QUALIFICATION: DIPLOMA IN BUSINESS PROCESSMANAGEMENT
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QUALIFICATION CODE: 06DBPM
LEVEL: 6
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COURSE CODE: IMESllC
SESSION: NOVEMBER 2024
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DURATION: 3 HOURS
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COURSE NAME: INTRODUCTION TO MARKETING AND
ITS ENVIRONMENT
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PAPER: THEORY
7
MARKS: 100
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FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
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I I-MODERATOR: Mr John-Grafft Ndungaua
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INSTRUCTIONS
1. This paper consists of FIVE (5) questions
2. Answer ALL questions
3. Use the table provided on page [8] to answer Question 1: Detach
and insert into your answer booklet
4. Write as legible as possible, and as precise as possible
5. Read each question carefully
6. Allocate your time appropriately
PERMISSIBLE MATERIALS
1. Examination paper
2. Examination script
THIS QUESTION PAPER CONSISTS OF 8 PAGES (Including this front page)
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QUESTION 1
[2 x 25 = 50 Marks]
Multiple choice questions
Choose the correct answer and use the table provided on [page 8] to answer these questions,
detach and insert it into your answer booklet. 2 marks shall be awarded for each correct answer.
1.1 Which of the following is part of a company's microenvironment?
a) Technological factors
b) Marketing intermediaries
c) Demographic environment
d) Cultural factors
1.2 Which of the following groups include neighbourhood residents and community
organisations?
a) Local publics
b) Internal publics
c) General publics
d) Citizen-action publics
1.3 To exercise their social responsibility and build more positive images, many companies are
now linking themselves to __ marketing.
a) viral
b) cause-related
c) responsive
d) consumer-generated
1.4 Suppliers and marketing intermediaries are part of a company's ---
a) internal environment
b) demographic environment
c) marketing channel firms
d) publics
1.5 The __ environment consists of institutions and other forces that affect a society's basic
values, perceptions, preferences, and behaviors.
a) political
b) natural
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c) cultural
d) social
1.6 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
d) Market differentiation
1.7 __ concept holds that consumers will favour products that are available and highly
affordable.
a) Product
b) Selling
c) Marketing
d) Production
1.8 In a marketing information system, the first step is __ .
a) distributing data to managers
b) forming focus groups
c) developing the needed information
d) assessing users' information needs
1.9
are electronic collections of consumer and market information obtained from data
sources within a company's network.
a) Internal databases
b) Commercial online databases
c) Data aggregators
d) Secondary databases
1.10 When backed by buying power, wants become __ .
a) benefits
b) offerings
c) needs
d) demands
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1.11 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.
1.12 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
1.13 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.
1.14 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
1.15 With mature consumerism and environmentalism movements, marketers are called to
develop __ .
a) consumer-generated marketing
b) sustainable marketing practices
c) customer-managed relationships
d) selling oriented practices
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1.16 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
d) Market differentiation
1.17 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
1.18 In a SWOT analysis, which of the following will be categorised as opportunities for a
company?
a) Internal capabilities, resources, and positive situational factors
b) New technologies being developed by the research team
c) Internal limitations and negative situational factors
d) Favorable factors or trends in the external environment
1.19 The systematic collection and analysis of publicly available information about consumers,
competitors, and developments in the marketplace is referred to as __ .
a) business intelligence
b) marketing research
c) marketing intelligence
d) industrial espionage
1.20 The marketing research process includes four steps. The final step of this process is __ .
a) defining the problem and research objectives
b) interpreting and reporting the findings
c) developing the research plan
d) implementing the research plan
1.21 The objective of __ research methodology is to gather preliminary information that will
help define the problem and suggest hypotheses.
a) causal
b) quantitative
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c) descriptive
d) exploratory
1.22 Which of the following would a marketer use to collect large amounts of information at a
low cost per respondent?
a) Personal interviews
b) Mail questionnaires
c) Focus groups
d) Approach interviews
1.23 Which of the following would a marketer use to collect information quickly and allow for
flexible answers?
a) Telephone interviews
b) Mail questionnaires
c) Focus groups
d) Approach interviews
1.24 Which of the following would be a fast and low-cost method for an interviewer trying to
reach the teen market?
a) Personal interviews
b) Mail questionnaires
c) Focus groups
d) Online surveys
1.25 Which of the following is part of the economic environment?
a) Legislation
b) Social responsibility
c) Income distribution
d) Shifting family profiles
QUESTION 2
(20 marks)
The marketing mix includes a set of tools, commonly referred to as the 7 Ps, that a company
uses to execute its marketing strategy. Discuss with relevant examples, how organisations can
manage these elements effectively to achieve their marketing goals and objectives - provide
practical examples.
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QUESTION 3
(15 marks)
A public is any group that has an actual or potential interest in or impact on an organisation's
ability to achieve its objectives. Name and discuss any five of these publics using practical
examples.
QUESTION 4
(10 marks)
Non-probability samples are sampling techniques where the chances (probability) of selecting
members from the population into the sample are unknown. Define the following non-
probability sampling techniques - include examples.
QUESTION 5
(5 marks)
Over time five alternative concepts have developed under which organisations design and carry
out their marketing strategies. List these orientations/concepts.
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QUESTION 1: MULTIPLE CHOICE
A
B
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
1.16
1.17
1.18
1.19
1.20
1.21
1.22
1.23
1.24
1.25
Student number
Mode of study
ANSWER SHEET
C
D
[2 x 25 = 50 Marks]
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