I VE R S I TY . P A U L ’S S T UN SE R TY VANT S OF GO D AND HUMANI St. Paul’s University Information and Computer Science Department End Semester Examination Series BMA 1211– Brand management 1 Final Exam Time: 3 Hours INSTRUCTOR: INSTRUCTIONS TO CANDIDATES: Please read the following instructions carefully before attempting any question: 1 • The duration of this examination is 150 minutes . • All questions are compulsory. • You are required to show all the working of short questions as well as Descriptive questions. • This examination is closed book, closed notes, closed neighbors. • Do not ask any questions about the contents of this examination from anyone. • The use of calculator is allowed. • You may wish to pace yourself with your own watch, but the Supervisor will be the official timekeeper of the test. • Failure to comply with the Supervisor's directions will result in your test being cancelled. Please comply with supervisor's directions to avoid any unpleasant event. PART ONE Read the question and select the most appropriate answer out of the four given choices. Tick your choice in the given space in the answer booklet. Question 1.1 An organization with a ______ orientation assumes that customers will resist purchasing products not deemed essential. The job of marketers is to overcome this resistance through personal selling and advertising. a) Production b) Marketing c) Relationship d) Sales Question 1.2 Moral philosophies/principles that define right or wrong behavior in marketing is known as: a) b) c) d) Corporate Social Responsibility Marketing Myopia Marketing ethics None of the above Question 1.3 Ethical environment refers to: a) The rules of conduct and moral principles governing the behavior of marketing activities. b) Bargaining power of suppliers, bargaining power of share holders’ threats of new substitutes, bargaining power of public and bargaining power of buyers. c) The rules of conduct and moral principles governing the behavior of competitor activities. d) Issues related to the marketer interact with and affects the natural environment or the ecology. 2 Question 1.4 Mr. Fernando who acts as an insurance agent visited ABC Ltd., with the hope of persuading a few members of the staff to purchase his product and was prevented by the secretary from meeting them. In the above instance the secretary acted as a) b) c) d) a Buyer a Decider an Influencer a Gatekeeper Question 1.5 A student carries out a research which includes a detailed study of Consumer Trends, Lifestyles and Purchase Habits. How would you term this type of a research? a) b) c) d) Product Research Market Research Price Research Consumer Research Question 1.6 Target Marketing begins with a three-stage process; the first stage begins with: a) b) c) d) Choosing which segments to target Identifying possible positioning concepts Identifying segmentation variables and developing profiles of those segments Evaluating the attractiveness of each segment Question 1.7 A company marketing coffee has identified that coffee is most often consumed in the mornings. However, they would like to change this and make the drink acceptable during other time periods during the day. Which form of segmentation would they need to work with and establish a strategy reflective of their desires? a) b) c) d) 3 Gender Segmentation Benefit Segmentation Occasion Segmentation Age and Life-cycle Segmentation Question 1.8 In the diffusion of innovation process the second group of new product adopters, representing 13.5% of the total market, is called: a) Early Majority b) Innovators c) Laggards d) Early Adopters Question 1.9 ECB Ltd experiences the following with regard to one of its products: Sales begin to decline as the market becomes saturated, and the product becomes obsolete. Unit costs may increase and the product is a loss maker. Identify the correct stage of the product life cycle that can be attributed to the above mentioned product. a) Growth Stage b) Introduction Stage c) Maturity Stage d) Decline Stage Question 1.10 At which stage of the new product development process will the organization assess the Target Market and all aspects of the marketing mix to be implemented: a) Idea Generation b) Idea Screening c) Marketing Strategy Development d) Test Marketing Question 1.11 The key requirement of extending the traditional 4 P marketing mix to 7 P extended marketing mix is: a) The advent of e-commerce into the marketing equation creating issues for marketers to manage its marketing activities with the existing marketing mix b) The intensity of competition 4 c) The advent of service into the marketing equation creating issues for marketers to mange service situations with the existing marketing mix. d) The environmental changes created issues for marketers to manage its marketing activities with the existing marketing mix Question 1.12 Breakeven point is calculated as: a) b) c) d) Total Fixed cost/Contribution per unit Total Fixed cost/Variable cost per unit Variable cost per unit/Contribution per unit Profit/Contribution per unit Question 1.13 When a truly innovative product is introduced to the market which does not have any substitutes and which carries less price elasticity of demand, what will be the best pricing strategy a Marketer could use? a) b) c) d) Psychological Pricing Strategy Market Penetration Pricing Strategy Value based Pricing Strategy Market Skimming Pricing Strategy Question 1.14 The key aspects of Physical Distribution Management are: a) Order Processing, Warehousing, Inventory Management, and Transportation b) Order Processing, Quality Control, and Transportation c) Inventory Management, Quality Control, Order Taking, and Transportation d) Manufacturing, Quality Control, Warehousing, and Transportation Question 1.15 The starting point for developing an advertising campaign is: a) b) c) d) 5 Identifying the target market Defining advertising objectives Understanding the firm's marketing strategy Setting the advertising budget Question 1.16 The Public Relations departments of XYZ group of companies communicate with a range of ‘Publics’. Which of the following would not be included in their public? a) b) c) d) The media Customers, suppliers, distributors The company employees All of the above would be included Question 1.17 There are many methods available for a marketer to decide on its communication budget. The method, where the organization sets its budget on what it wants to accomplish with communications is known as: a) Affordable Method b) Objective and Task Method c) Competitive Parity Method d) Percentage of Sales Method Question 1.18 The SWOT analysis allows the marketer to gain a competitive advantage over the competitors by the “Matching Principle”. The Matching Principle is about: a) b) c) d) Converting weakness to threats and converting strengths into opportunities Converting weakness to strengths and converting threats into opportunities Converting weakness to strengths and converting opportunities into threats None of the above Question 1.19 Ansoff’s matrix is a strategic marketing tool used to plan for: a) b) c) d) 6 New Product Development Product Life-cycle Changes Business Growth Product Positioning Question 1.20 A systematic examination of a firm’s marketing g environment, objectives, strategies, and activities, with a view to identifying key strategic issues and opportunities, is called: a) b) c) d) Marketing Audit Control Process SWOT Analysis None of the above (1.5 Marks 20 = 30 Marks) PART TWO Answer all questions Question 2.1 Describe the range of marketing mix elements that you could use in order to communicate with your customers. (05 marks) Question 2.2 In identifying the target audience for marketing communications, an image analysis plays a vital role. Explain briefly the importance of carrying out an image analysis for this purpose. (05 marks) Question 2.3 Briefly explain the key stages involved in planning and developing an effective communication campaign for your organization. (15 marks) Question 2.4 One of the most frequently used communication process model is the AIDA model. Briefly explain how marketers use this model effectively in taking the consumer through an effective communication process in order to achieve its communication objectives. (05 marks) (Total 30 marks) 7 PART THREE Answer a total of 2 questions from this part Question 3 Organizations which follow the marketing concept are said to be marketing-oriented. Marketing orientation means being driven by customer needs. The philosophical idea underlining all marketing thought is that corporate success comes from satisfying customer needs. a) Explain what you understand by the term “marketing orientation” in the context of the above statement and discuss the steps involved in establishing a marketing orientation approach to an organization. (10 marks) b) Discuss the anticipated benefits of implementing the marketing concept and identify some of the problems/difficulties marketers may face in implementing this concept. (10 marks) Question 4 a) Explain the target marketing process and state why marketers tend to choose the target marketing process as against mass marketing and mass customization. (08 marks) b) Identify and briefly explain a suitable set of segmentation variables/bases for segmenting the education market in Sri Lanka and identify two potential segments that you would like to recommend to the government to encourage private sector participation. (12 marks) Question 5 a) Identify and explain briefly the 3 broad types of new product categories and list three reasons for introducing new products. (08 marks) Explain the key stages of the New Product Development (NPD) process with relevant examples and identify four reasons why NPD fails. (12 marks) 8
© Copyright 2024 Paperzz