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CONFIDENTIAL

BM/APR 2010/MKT420

UNIVERSITI TEKNOLOGI MARA


FINAL EXAMINATION

COURSE

PRINCIPLES AND PRACTICE OF MARKETING

COURSE CODE

MKT420

EXAMINATION

APRIL 2010

TIME

3 HOURS

INSTRUCTIONS TO CANDIDATES
1.

This question paper consists of six (6) questions.

2.

Answer only four (4) questions in the Answer Booklet. Start each answer on a new page.

3.

Do not bring any material into the examination room unless permission is given by the
invigilator.
Please check to make sure that this examination pack consists of:
i)
ii)

the Question Paper


an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO


This examination paper consists of 3 printed pages
Hak Cipta Universiti Teknologi MARA

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BM/APR 2010/MKT420

QUESTION 1
Consumers make many buying decisions every day. Most large companies research
consumer buying decisions in great detail to answer questions about what consumers buy,
where they buy, how and how much they buy, when they buy and why they buy. Elaborate
the four (4) characteristics affecting the consumer buying behaviour. Relate your answers
with examples.
(25 marks)
QUESTION 2
Companies today face a fierce and fast changing pricing environment. Setting the right price
is one of the marketer's most difficult tasks. A host of factors come into play . But finding and
implementing the right pricing strategy is critical to success.
a)

Differentiate between value-based pricing and cost-based pricing.


(5 marks)

b)

Describe the other internal considerations besides cost and customer perceptions of
value that affect pricing decisions.
(20 marks)

QUESTION 3
a)

Your company has come up with a new range of cosmetic product for the muslim
women. As an Advertising Manager you are being asked to choose the five
promotion tools to promote the products. List two (2) advantages and two (2)
disadvantages for each of the tools.
(20 marks)

b)

An advertising objective is a specific communication task to be accomplished with a


specific target audience during a specific period of time. What are the three (3)
possible advertising objectives?
(5 marks)

QUESTION 4
a)

What is meant by market targeting?


(2 marks)

b)

List and briefly describe three (3) criteria a company should consider when
evaluating the various segments that it wants to serve best.
(10 marks)

c)

Briefly explain the four (4) types of market targeting strategies.


(13 marks)

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BM/APR 2010/MKT420

QUESTION 5
Sales promotion consists of short-term incentives to encourage purchase or sales of a
product or service.
a)

Explain four (4) reasons for the growth of sales promotion.


(8 marks)

b)

What are the three (3) forms of sales promotions? Relate them with the tools that
are being used.
(17 marks)

QUESTION 6
A product is anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need.
a)

How does a consumer product differ from an industrial product?


(4 marks)

b)

Describe the four (4) types of consumer product. Provide examples for each type.
(21 marks)

END OF QUESTION PAPER

Hak Cipta Universiti Teknologi MARA

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CONFIDENTIAL

BM/OCT2010/MKT420

UNIVERSITI TEKNOLOGI MARA


FINAL EXAMINATION

COURSE

PRINCIPLES AND PRACTICE OF MARKETING

COURSE CODE

MKT420

EXAMINATION

OCTOBER 2010

TIME

3 HOURS

INSTRUCTIONS TO CANDIDATES
1.

This question paper consists of six (6) questions.

2.

Answer only four (4) questions in the Answer Booklet. Start each answer on a new page.

3.

Do not bring any material into the examination room unless permission is given by the
invigilator.

4.

Please check to make sure that this examination pack consists of:
i)
ii)

the Question Paper


an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO


This examination paper consists of 3 printed pages
Hak Cipta Universiti Teknologi MARA

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BM/OCT 2010/MKT420

QUESTION 1
Marketing management has become one of the important factors in achieving customer
satisfaction. As a successful marketer, understanding the marketing management
philosophies is an essential path to create excellent relationship with customers. With
relevant examples, explain the five (5) marketing management philosophies.
(25 marks)

QUESTION 2
a)

List and describe the criteria for successful segmentation.


(10 marks)

b)

Segmentation is a process of segregating the population into distinctive groups.


Explain the five (5) bases of segmentation. Provide examples to illustrate your
answer.
(15 marks)

QUESTION 3
Strategic planning calls for extensive analysis and superior strategy development. The use
of specific grids and matrix is crucial to help the management team to carefully analyze and
reshape their strategic business units (SBUs). Identify and explain the appropriate grid that
you can use to reshape your SBUs.
(25 marks)
QUESTION 4
a)

Briefly explain how a product can create good customer value.

b)

Describe the three (3) levels of product for each of the following :

(4 marks)
i)

Mobile phone

ii)

Toothpaste

iii)

Jewellery

(3 marks)
(3 marks)
(3 marks)
c)

Using examples, distinguish the different types of consumer products.


(12 marks)

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BM/OCT 2010/MKT420

QUESTION 5
You are the Product Manager for "Classy", a well-known brand for a multi-purpose food
blender. You are required to make adjustments to its pricing and the objective is to
temporarily increase its sales. Explain five (5) tools of price adjustment strategies that can be
used to materialise your objective.
(25 marks)

QUESTION 6
a)

Briefly explain the concept of Integrated Marketing Communication (IMC).


(5 marks)

b)

Advertising is any paid form of communication, which has an identifiable source and
reaches the mass market effectively. Elaborate the five (5) strengths and
weaknesses of advertising.
(20 marks)

END OF QUESTION PAPER

Hak Cipta Universiti Teknologi MARA

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CONFIDENTIAL

BM/APR2011/MKT420

UNIVERSITI TEKNOLOGI MARA


FINAL EXAMINATION

COURSE

PRINCIPLES AND PRACTICE OF MARKETING

COURSE CODE

MKT420

EXAMINATION

APRIL 2011

TIME

3 HOURS

INSTRUCTIONS TO CANDIDATES
1.

This question paper consists of six (6) questions.

2.

Answer only four (4) questions in the Answer Booklet. Start each answer on a new page.

3.

Do not bring any material into the examination room unless permission is given by the
invigilator.

4.

Please check to make sure that this examination pack consists of:
i)
ii)

the Question Paper


an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO


This examination paper consists of 3 printed pages
Hak Cipta Universiti Teknologi MARA

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BM/APR2011/MKT420

QUESTION 1
Successful companies, whether large or small, for profit or non-for profit, domestic or global
share a strong customer focus and a heavy commitment to marketing. To be more
successful, companies will have to be strongly market focused.
a)

Define the term "marketing".


(5 marks)

b)

Explain two (2) major trends and forces that can change the marketing landscape
and challenging marketing strategy.
(10 marks)

c)

Marketers need to understand customer needs and wants and the marketplace
within which they operate. Describe the five (5) core concepts of marketing.
(10 marks)

QUESTION 2
a)

Describe the four (4) types of consumer buying behavior.


(10 marks)

b)

Mr. Kareem is a managing director of a software company and he is planning to


purchase a new car for his family. Identify and demonstrate the stages in his buying
decision process.
(15 marks)

QUESTION 3
a)

Identify two (2) types of the environmental forces that affect the company's ability to
serve its customer.
(5 marks)

b)

As a new marketing manager working for an automotive manufacturer, you are


required to develop new automotive model for your company. Discuss with examples
any four (4) macro environmental forces that might affect the automotive industry.
(10 marks)

c)

The company's marketing environment also includes various publics. Describe five
(5) types of publics.
(10 marks)

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BM/APR2011/MKT420

QUESTION 4
a)

Few producers sell their goods directly to the final users. Instead, most use
intermediaries to bring their products to market. These channel members add value
to the producers. With examples, name and explain five (5) key functions that
marketing channel members perform.
(16 marks)

b)

Vertical Marketing System (VMS) consists of producers, wholesalers, and retailers


acting as a unified system. With examples, name and briefly explain the three (3)
major types of VMSs.
(9 marks)

QUESTION 5
PROTON is the first national car manufacturer in Malaysia. Over 25 years on its
development, PROTON has come out with more than 10 types of cars with different design
and categories to satisfying the nation's needs, wants, taste and preference towards car.
a)

As a product development manager, you are required to design new car for
PROTON that will be targeted to the young generation of Malaysia. The objective is
to stimulate youngsters' interest to buy national car. Define new product
development process and demonstrate the eight (8) stages involved in this process.
(10 marks)

b)

Illustrate how marketing mix strategies can change during the product life cycle
(PLC) stages of newly introduced PROTON Inspira.
(15 marks)

QUESTION 6
a)

Setting the initial price for the launch of a new product is crucial aspect of product life
cycle strategy. Describe the two (2) types of new product pricing strategies and
explain the conditions for these pricing strategies to be effectively used.
(15 marks)

b)

Companies might initiate to increase or decrease their prices. List two (2) reasons
why companies cut their prices and three (3) reasons why companies increase their
prices.
(10 marks)
END OF QUESTION PAPER

Hak Cipta Universiti Teknologi MARA

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CONFIDENTIAL

BM/JAN 201 2/M KT420

UNIVERSITI TEKNOLOGI MARA


FINAL EXAMINATION


COURSE

COURSE CODE

EXAMINATION

TIME

PRINCIPLES AND PRACTICE OF MARKETING


MKT42O
JANUARY 2012
3 HOURS

INSTRUCTIONS TO CANDIDATES
1

This question paper consists of six (6) questions.

Answer four (4) questions in the Answer Booklet. Start each answer on a new page.

Do not bring any material into the examination room unless permission is given by the
invigilator.

Please check to make sure that this examination pack consists of:
i)
ii)

the Question Paper


an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO


This examination paper consists of 3 printed pages
Hak cipta Universiti Teknologi MARA

CONFIDENTIAL

CONFIDENTIAL

BM/ JAN 2012/MKT420

QUESTION I
a)

Define marketing management.


(5 marks)

b)

Describe the five (5) marketing management philosophies.


(10 marks)

C)

Determine which of the philosophies would be suitable to manage a hypermarket


store. State your reasons.
(10 marks)

QUESTION 2
a)

Identify and list five (5) requirements for an effective segmentation.


(10 marks)

b)

Briefly explain four (4) bases for segmentation.


(10 marks)

c)

Determine the best three (3) segmentation bases combination for a shampoo. State
two (2) reasons to illustrate your answer.
(5 marks)

QUESTION 3
a)

List and describe the three (3) product levels.


(10 marks)

b)

Explain the individual product decisions by using a mobile phone as your example.
(15 marks)

QUESTION 4
a)

List and briefly describe five (5) factors in price setting.


(15 marks)

b)

Define and differentiate between cost-based pricing and value-based pricing. Illustrate
with relevant examples to support your answer.
(10 marks)

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BM/ JAN 20121MKT420

QUESTION 5
a)

List and briefly describe four (4) functions of marketing logistics.


(12 marks)

b)

Describe with examples the channel management decisions.


(13 marks)

QUESTION 6
You are a Marketing Manager of a health beverage product. in conjunction with the recent
awareness of healthy living, you have been called to educate the consumers on the
importance of being healthy.
a)

Explain with examples, three (3) elements in a promotional mix that can assist you in
promoting healthy living.
(15 marks)

b)

You are also producing a new brand of health beverage. Explain with examples, four
(4) sales promotional tools that you can use to achieve profit maximization.
(10 marks)

END OF QUESTION PAPER

Hak cupta Universiti Teknologi MARA

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BM/JUN2012/MKT420

CONFIDENTIAL

UNIVERSITI TEKNOLOGI MARA


FINAL EXAMINATION

COURSE

PRINCIPLES AND PRACTICE OF MARKETING

COURSE CODE

MKT420

EXAMINATION

JUNE 2012

TIME

3 HOURS

INSTRUCTIONS TO CANDIDATES
1.

This question paper consists of six (6) questions.

2.

Answer only four (4) questions in the Answer Booklet. Start each answer on a new page.

3.

Do not bring any material into the examination room unless permission is given by the
invigilator.

4.

Please check to make sure that this examination pack consists of:
i)
ii)

the Question Paper


an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO


This examination paper consists of 3 printed pages
> Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL

CONFIDENTIAL

BM/JUN 2012/MKT420

QUESTION 1
a)

Define the term marketing and describe its importance to an organization.


(5 marks)

b)

Explain the five (5) core concepts of marketing that could assist a marketer to
understand their customers.
(10 marks)

c)

Describe with examples four (4) major forces that are changing the marketing
landscape and challenging marketing strategy.
(10 marks)

QUESTION 2
a)

Explain the four (4) market targeting strategies.


(10 marks)

b)

Positioning refers to the way the product is defined by consumers on important


attributes. By using any product or brand of your choice as an example, describe five
(5) possible value propositions that can be used when selecting an overall positioning
strategy.
(15 marks)

QUESTION 3
a)

Explain with examples the five (5) major promotional tools.


(15 marks)

b)

With an aid of a diagram, describe the steps in developing an effective marketing


communication.
(10 marks)

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BM/JUN 2012/MKT420

QUESTION 4
a)

Describe with examples the four (4) types of consumer products.


(10 marks)

b)

As the product inventor for the latest Global Positioning System (GPS) device, you
are required to give a brief presentation on your product's individual decisions to your
potential investors. Prepare a note for your presentation which includes the five (5)
individual product decisions.
(15 marks)

QUESTION 5
a)

Illustrate the steps in strategic planning in a diagram and explain each step.
(13 marks)

b)

As the marketing manager for a new health drink product, you are required to
evaluate the product's growth rate and relative market share by using the Boston
Consulting Group matrix (BCG). With a relevant diagram, describe the four (4)
growth-share matrix and determine your new health drink position in that matrix.
(12 marks)

QUESTION 6
a)

Elaborate with examples five (5) product mix pricing strategies.


(20 marks)

b)

Identify which of the new-product pricing strategies: market-skimming or marketpenetration strategy, could generate better profit return. Justify your answer.
(5 marks)

END OF QUESTION PAPER

Hak Cipta Universiti Teknologi MARA

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CONFIDENTIAL

BM/JAN2013/MKT420

UNIVERSITI TEKNOLOGI MARA


FINAL EXAMINATION

COURSE

PRINCIPLES AND PRACTICE OF MARKETING

COURSE CODE

MKT420

EXAMINATION

JANUARY 2013

TIME

3 HOURS

INSTRUCTIONS TO CANDIDATES

1.

This question paper consists of six (6) questions.

2.

Answer four (4) questions in the Answer Booklet. Start each answer on a new page.

3.

Do not bring any material into the examination room unless permission is given by the
invigilator.

4.

Please check to make sure that this examination pack consists of:
i)
ii)

the Question Paper


an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO


This examination paper consists of 3 printed pages
Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL

CONFIDENTIAL

BM/JAN 2013/MKT420

QUESTION 1
a)

Define marketing and briefly describe the five (5) marketing management philosophies.
(15 marks)

b)

Elaborate with examples the marketing mix elements of an organization in the food
industry.
(10 marks)

QUESTION 2
a)

b)

A consumer's behavior is influenced by several factors. Differentiate these factors and


provide relevant examples to illustrate your answer.
(20 marks)
Briefly explain the meaning of cognitive dissonance.
(5 marks)

QUESTION 3
a)

Establishing successful relationship is a crucial point in achieving profitable marketing


objective. To strategize this effectively, the marketers must understand the major
environmental forces that surround these relationships. With examples, describe any
(5) of these forces.
(15 marks)

b)

Briefly describe five (5) types of public groups that can affect a business marketing
decision.
(10 marks)

QUESTION 4
a)

Briefly explain the steps in the New Product Development Process.


(10 marks)

b)

Describe with examples the marketing mix strategies that can be implemented during
the different stages of the Product Life Cycle.
(15 marks)

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BM/JAN 2013/MKT420

QUESTION 5
a)

When setting prices, the company must consider its external factors. Describe four (4)
external factors and its affect in businesses.
(10 marks)

b)

Companies bringing out a new product can choose between two broad strategies:
market-skimming pricing and market-penetration pricing. Distinguish the two with
relevant examples and recommend with justification the best strategy for pricing a new
hybrid car.
(15 marks)

QUESTION 6
a)

List any five (5) key functions that marketing channel members perform.
(5 marks)

b)

With examples, explain four (4) differences between a conventional channel and a
vertical marketing system (VMS).
(10 marks)

c)

Describe the function of any two (2) types of logistics transportation.


(10 marks)

END OF QUESTION PAPER

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