Microsoft word - (marbus2) (bus-mkt1)(qt-69) marketing management 1 - marketing management module a (june2013) v5

JUNE 2013 EXAMINATION
DATE: 12 JUNE 2013
TIME: 14H00 – 17H00
TOTAL: 100 MARKS
DURATION: 3 HOURS
PASS MARK: 40%
(BUS-MKT1 / QT-69)
MARKETING MANAGEMENT 1 /
MARKETING MANAGEMENT MODULE A

THIS EXAMINATION PAPER CONSISTS OF 4 SECTIONS:
SECTION A:
CONSISTS OF:
(i)
5 TRUE OR FALSE QUESTIONS
(10 MARKS)
MATCHING-STATEMENT QUESTIONS
(10 MARKS)
QUESTIONS

SECTION B:
CONSISTS OF 5 SHORT QUESTIONS
ANSWER ALL THE QUESTIONS
(10 MARKS)

SECTION C:
CONSISTS OF 5 LONG ANSWER QUESTIONS
ANSWER ALL THE QUESTIONS
(50 MARKS)

SECTION D:
CONSISTS OF 2 INTERPRETATIVE QUESTIONS
ANSWER ONE OF THE QUESTIONS
(20 MARKS)

INSTRUCTIONS:
1.
Read the following instructions carefully before answering the paper, as failure to act upon them will result in a loss of marks. Write your answers in your answer book, which is provided in the exam. Ensure that your name and student number are clearly indicated on your answer book. Write your answers in either blue or black ink in your answer book. Read each question very carefully before you answer it and number your answers exactly as the questions are numbered. Begin with the question for which you think you will get the best marks. Note the mark allocations for each question – give enough facts to earn the marks allocated. Don't waste time by giving more information than required. You are welcome to use diagrams to illustrate your answers. Please write neatly – we cannot mark illegible handwriting. Any student caught cheating will have his or her examination paper and notes confiscated. The College will take disciplinary measures to protect the integrity of these examinations. If there is something wrong with or missing from your exam paper or your answer book, please inform your invigilator immediately. If you do not inform your invigilator about a problem, the College will not be able to rectify it afterwards, and your marks cannot be adjusted to allow for the problem. This paper may be removed from the examination hall after the examination has taken place. DAMELIN CORRESPONDENCE COLLEGE – JUNE 2013
PAGE 1 OF 6
MARKETING MANAGEMENT 1 / MARKETING MANAGEMENT MODULE A
__________________________________________________________________________
SECTION A
(20 MARKS)
__________________________________________________________________________
ANSWER ALL THE QUESTIONS
__________________________________________________________________________

(i)
TRUE OR FALSE QUESTIONS
Indicate whether the following statements are true or false. Motivate all your answers. 1. Macro marketing is the performance of activities that directs a flow of goods and services from producer to customer or client. The sum total of all the factors or variables that potentially affect the marketing of products and services is known as the marketing environment. Needs refer to a desire for a particular product that is not essential to survival and are shaped by people's cultures and their personalities. Target marketing is a process of identifying a market and aiming a product directly at that market. Convenience products are those on which consumers spend time and effort when purchasing them. DAMELIN CORRESPONDENCE COLLEGE – JUNE 2013
PAGE 2 OF 6
MARKETING MANAGEMENT 1 / MARKETING MANAGEMENT MODULE A
(ii) MATCHING-STATEMENT
QUESTIONS
Match the statements in Column B to the statements in Column A. Write down the answers only, for example 1. (a). DAMELIN CORRESPONDENCE COLLEGE – JUNE 2013
PAGE 3 OF 6
MARKETING MANAGEMENT 1 / MARKETING MANAGEMENT MODULE A
__________________________________________________________________________
SECTION B: SHORT QUESTIONS
(10 MARKS)
__________________________________________________________________________
ANSWER ALL THE QUESTIONS
__________________________________________________________________________
QUESTION 1

Define the word 'marketing'.

QUESTION 2

Explain the 'macro environment'.

QUESTION 3

Why is it necessary to collect and analyse information in any marketing
decision-making?

QUESTION 4

Explain what a 'breakthrough opportunity' is.

QUESTION 5

What is a 'tangible product'?
DAMELIN CORRESPONDENCE COLLEGE – JUNE 2013
PAGE 4 OF 6
MARKETING MANAGEMENT 1 / MARKETING MANAGEMENT MODULE A
__________________________________________________________________________
SECTION C: LONG ANSWER QUESTIONS
(50 MARKS)
__________________________________________________________________________
ANSWER ALL THE QUESTIONS
__________________________________________________________________________
QUESTION 1

Production is a very important activity, but production can be useless without
marketing. Production and marketing supply five kinds of economic utilities.
(Utility means the power to satisfy human needs.)
Identify and briefly explain the five kinds of economic utility.

QUESTION 2

Briefly explain any five elements in the micro (internal) environment of a
business.

QUESTION 3

(a)
Explain the two main reasons why it is important for any business to develop and introduce new products to their markets. List the stages in the new product development process.
QUESTION 4

Market penetration and market skimming are two contrasting (different)
approaches to pricing a new product.
Briefly explain each approach and when it could be used to price a new
product

QUESTION 5

Any business needs to have a communication strategy to communicate
effectively with its customers and other target audiences.
Explain any five of the questions you would have to consider when
formulating a marketing communications strategy.
DAMELIN CORRESPONDENCE COLLEGE – JUNE 2013
PAGE 5 OF 6
MARKETING MANAGEMENT 1 / MARKETING MANAGEMENT MODULE A
__________________________________________________________________________
SECTION D: INTERPRETATIVE QUESTIONS
(20 MARKS)
__________________________________________________________________________
ANSWER ONE OF THE QUESTIONS
__________________________________________________________________________
QUESTION 1

(a)
Service marketers need to view their product on four levels, which are different from physical product levels. Identify and explain each of the levels of service 'product'. Sketch a diagram to explain the three distinct stages in the process of target marketing.
QUESTION 2

(a)
The most important single element in the implementation of the marketing concept is that of co-ordination. It is the bringing together and reconciling of a wide range of conflicting views and attitudes in order to design a uniform customer-orientated plan of action. Explain the role of marketing before and during production. Explain the relationship between production and finance. In the introduction of a new product, marketing research can make its most valuable contribution to the long-term profitability of the firm. Briefly explain any five areas that the marketer needs to research. Section A: 20 marks
Section B: 10 marks
Section C: 50 marks
Section D: 20 marks
TOTAL: 100 MARKS
DAMELIN CORRESPONDENCE COLLEGE – JUNE 2013
PAGE 6 OF 6

Source: http://www.intec24.co.za/exampdf/dcc/01-Jun-2013/DJ13147.pdf