MKT100S1-2019- Final Exam - with answers (1).docx

logo\_positive **No electronic/communication devices are permitted.** **Students may take exam question paper away after the exam.** **Management, Marketing and Entrepreneurship** **EXAMINATION** End of Semester Examinations, Semester 1, 2019 **MKTG100-19S1 (C) Principles of Marketing** **Examination Duration:** 180 minutes **Exam Conditions:** Closed Book exam: Students may not bring in any written or printed materials. No calculators are permitted **Materials Permitted in the Exam Venue:** None **Materials to be Supplied to Students:** 1 x Standard 16-page UC answer book 1 x Scantron multi-choice sheet Pencils/rubbers supplied by the department for Scantron answer sheets **Instructions to Students:** **This paper consists of THREE sections.** **Section A** consists of 60 \"Multiple Choice\" questions each worth 1 mark for a total of 60 marks. Enter your responses on the separate Scantron answer sheet provided in **[pencil].** **Section B** consists of a Short Answer question relating to a Case Study. Write your answer to this question in **[pen]** in the booklets provided for a total of 10 marks. **Section C** consists of six short answer questions. You are required to answer **THREE** of these questions. Write your answers in **[pen]** in the booklets provided. Each question is worth 10 marks, for a total of 30 marks. **The overall test is based on 100 marks, which represents the sum of Sections A, B and C. At the end, return the answer book and the Scantron answer sheet.** **\ Section A -- Multiple Choice -- Answer all 60 Questions, worth 1 mark each (60 marks)\ ** +-----------------------------------------------------------------------+ | 1. Which of the following can be regarded as a service? | | | | A. Watch\ | | B. Clothes\ | | **C. Car Repair**\ | | D. Car | | | | 2. Marketing can be defined as? | +-----------------------------------------------------------------------+ A. Capturing competitors' market share and customers.\ **B. The delivery of value to customers at a profit.**\ C. Manipulating customers to buy things that they need.\ D. Pricing products to make the most profit. +-----------------------------------------------------------------------+ | 3. A digital \_\_\_\_\_\_\_\_\_\_\_ is an individual who was born | | before the widespread adoption of digital technologies. | | | | A. Native | | | | B. Emigrant\ | | **C. Immigrant**\ | | D. Laggard | | | | 4. Market orientation implies that a firm focuses all its activities | | on being: | +-----------------------------------------------------------------------+ A. Customer oriented, employee engagement, and social media marketing\ **B. Customer oriented, integrated effort, and goal achievement**\ C. Competitor oriented, sales goals and social media marketing\ D. Competitor oriented, goal driven and product focused +-----------------------------------------------------------------------+ | 5. Which of the following depicts a marketing orientation that | | involves aggressive sales effort to persuade customers to buy | | products? | +-----------------------------------------------------------------------+ **A.** Production Orientation\ **B. Sales Orientation**\ C. Societal Marketing Orientation\ D. Brand Marketing Orientation +-----------------------------------------------------------------------+ | 6. Which of the following does NOT form part of the augmented | | product? | | | | A. Guarantees\ | | B. Delivery | | | | **C. Features**\ | | D. Brand values | | | | 7. In Ansoff's matrix, a growth strategy that focuses on existing | | products in existing markets is known as? | +-----------------------------------------------------------------------+ A. Diversification\ B. Market development\ **C. Market penetration**\ D. Product development +-----------------------------------------------------------------------+ | 8. Brand extension is which of the following? | | | | A. The concentrated targeting of new market segments\ | | B. When an established brand name is used for brands in | | unrelated markets | | | | C. A form of repositioning due to poor past sales and profit | | results\ | | **D. The use of an established brand name on a new brand within | | the same** | | | | **broad market** | | | | 9. Four core forms of customer value have been identified. These are | | price value, relational value, performance value and | | \_\_\_\_\_\_\_ value: | +-----------------------------------------------------------------------+ 10. Which of the following statements is TRUE? A. Services are mainly tangible.\ **B. Services are mainly intangible**\ C. Services usually have an equal amount of tangible and intangible elements.\ D. None of the above are true. 11. The microenvironment consists of which of the following four factors? A. Political, Customers, Ecological and Suppliers\ B. Technological, Distributors, Competitors and Economic\ C. Customers, Competitors, Suppliers and Ecological\ **D.** **Customers, Suppliers, Distributors and Competitors** 12. Interest rates and exchange rates form part of which macroenvironment factor? A. Technological\ B. Ecological\ **C. Economic\ D.** Social 13. A form of self-regulation by businesses based on an ethical principle that an organization should be accountable for how its actions might affect the society is known as? **\ ** A. Cognitive dissonance\ **B. Corporate social responsibility**\ C. Non-profit marketing\ **D.** Societal marketing 14. Legal protection for a brand name, brand mark or trade character is provided through the registration of \_\_\_\_\_\_\_\_\_\_\_\_\_. 15. A no-haggling pricing policy is a type of \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ pricing strategy? 16. Porter's five forces model consists of which of the following five factors? A. Threat of new entrants, threat of exit, bargaining power of suppliers, bargaining\ power of buyers and intensity of marketing campaigns\ B. Threat of new entrants, bargaining power of suppliers, bargaining power of buyers,\ threat of substitutes and intensity of marketing campaigns**\ **C. Threat of new entrants, bargaining power of suppliers, bargaining power of\ competitors, threat of exit and intensity of rivalry\ **D. Threat of new entrants, bargaining power of suppliers, bargaining power of\ buyers, threat of substitutes and intensity of rivalry** 17. Understanding consumer behaviour requires answers of which of the following core questions? **A.** Who is important? What is their income? Why do they buy? Who do they buy for? When do they buy?\ B. What are their choice criteria? Why do they buy? Who do they buy for? When do they buy? What will they do with the product?\ C. What is their income? What will they do with the product? Where do they buy? How do they buy? Who is important?\ **D. Who is important? What are their choice criteria? When do they buy? Where** **do they buy? How do they buy?\ ** 18. Which of the following is a solution to the challenge of intangibility? A. Using intangible cues\ B. Creating a strong competitive brand\ **C. Encouraging positive word-of-mouth**\ D. All of the above 19. Which of the following is NOT a stage of the consumer buying decision process? A. Need recognition\ B. Information search\ **C. Evaluation of competitors\ D.** Post-purchase evaluation 20. In the business portfolio of Nestlé, KitKat as a chocolate brand can be classified according to the BCG matrix as? A. Question mark\ **B.** Kiwi bird\ **C. Cash cow\ **D. Flying bat 21. The core elements of marketing strategy relate to market segmentation, targeting and \_\_\_\_\_\_\_, A. Promotion\ **B.** Distribution\ **C. Positioning**\ D. Pricing 22. Which of the following statements about laws is NOT true? A. B. C. D. 23. In a \_\_\_\_\_\_\_\_\_\_ pricing tactic, sellers advertise low prices and then aggressively pressure customers to purchase higher-priced versions of the product advertised with the low price. A. Fixed offer **B.** Reference\ C. Seasonal **D. Bait and switch** 24. New Zealand Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for their retailers that sell at least twenty units this year. In addition, their sales people have been calling on the retailers to encourage them to participate in this promotion and sell the heat pumps. New Zealand Heat Pump is using a \_\_\_\_\_\_\_\_\_\_ promotional strategy. A. Pull **B.** Puffery\ C. Publicity **D. Push**\ \ 25. The \_\_\_\_\_\_\_\_\_\_ covers claims about products before purchase; the \_\_\_\_\_\_\_\_\_ covers the quality after purchase. **A. Commerce Act 1986; Fair Trading Act 1986** **B.** Fair Trading Act 1986; Consumer Guarantees Act 1993 C. Fair Trading Act 1986; Commerce Act 1986\ D. Consumer Guarantees Act 1993; Commerce Act 1986 26. Which of the following is NOT a social influence on consumer behaviour? A. Culture\ **B.** Sub culture\ **C. Lifestyle**\ D. Reference groups +-----------------------------------------------------------------------+ | 27. For which of the following is demand likely to be least sensitive | | to price increases? | | | | **A. Prescription drugs** | | | | B. A specific brand of cereal | | | | C. Movie tickets | | | | D. Restaurant meals | | | | 28. Learning takes place in different ways. Using rewards and | | punishments as a way for an individual to learn is known as the | | theory of? | +-----------------------------------------------------------------------+ A. Classical conditioning\ **B. Operant conditioning** C. Reasoning\ D. Rote learning**\ ** +-----------------------------------------------------------------------+ | 29. A SWOT analysis is a structured approach to evaluating the | | strategic position of a business by identifying its strengths, | | weaknesses, opportunities and threats. To lessen the impact of | | weaknesses a company should use what? | +-----------------------------------------------------------------------+ \ **A.** Its strengths only\ **B. Both its strengths and opportunities\ **C. Its opportunities only\ D. Its strengths, opportunities and threats +-----------------------------------------------------------------------+ | 30. Which of the following is a method of managing perishability? | | | | A. Full-time staff\ | | **B. Multi-skilling of employees**\ | | C. Customer Separation from product | | | | D. All of the above are supply side methods of managing | | perishability | | | | 31. The digital environment allows many options for communication | | between a business and its customers and can accommodate | | \_\_\_\_\_\_\_\_\_\_\_\_\_ communication. | | | | A. B2C | | | | B. B2B | | | | C. C2B | | | | **D. All of the above\ | | \ | | ** | | | | 32. Research that involves conducting the same type of research on | | the same sample repeatedly to monitor the changes that are taking | | place over time is known as? | +-----------------------------------------------------------------------+ \ A. Qualitative research\ B. Quantitative research\ **C. Continuous research\ **D. Ad hoc research +-----------------------------------------------------------------------+ | 33. Kelly is the head of marketing for a non-profit agency that | | supports the arts. She just received the go-ahead from her board | | of directors to conduct the agency\'s first-ever advertising | | campaign. Her first step will be to: | | | | **A. Identify the target audience** | | | | B. Set the advertising objectives | | | | C. Determine the budget | | | | D. Evaluate and select the media | | | | 34. A website should serve as part of a(n) | | \_\_\_\_\_\_\_\_\_\_\_\_\_\_ campaign. It should agree with | | branding in general and be part of an IMC campaign. | | | | A. Online | | | | **B. Offline** | | | | C. Awareness\ | | D. Reporting | | | | 35. A preliminary exploration of a research area using interviews | | followed by a survey of customers can be considered as what types | | of research? | +-----------------------------------------------------------------------+ **A.** Exploratory and causal research\ B. Descriptive and causal research\ C. Adhoc and continuous research\ **D. Exploratory and descriptive research\ ** +-----------------------------------------------------------------------+ | 36. Unlike product, promotion or place; price is the only part of the | | marketing mix | | | | A. That offers the opportunity for an oligopoly\ | | B. That is determined by the consumer | | | | C. That leads to competition | | | | **D. That generates revenue\ | | ** | | | | 37. In surveys, the process of defining the population, specifying | | the sampling method and determining the sample size, among | | others, constitutes what part of the research process? | +-----------------------------------------------------------------------+ A. Data analysis and report writing\ B. Exploratory research\ C. Data collection\ **D. Sampling process** +-----------------------------------------------------------------------+ | 38. The process by which companies distinguish their product | | offerings from the competition is called which of the following? | | | | A. Marketing\ | | B. Service Marketing | | | | **C. Branding** | | | | D. Advertising | | | | 39. The benefits of market segmentation include the following, except | | for? | +-----------------------------------------------------------------------+ | | +-----------------------------------------------------------------------+ **A.** Enhanced profitability\ B. Enhanced growth opportunities\ **C. Reduced cognitive dissonance**\ D. Improved customer retention +-----------------------------------------------------------------------+ | 40. The Advertising Standards Authority (ASA) of New Zealand has | | received more than 15 complaints about the offensive slogans on | | Wicked Camper Vans. Although these complaints have been upheld by | | the ASA, Wicked Camper Vans have refused to take the slogans off | | their vans. This example illustrates what problem with the | | self-regulatory approach used to regulate advertising in New | | Zealand? | | | | A. It is an expensive approach | | | | B. It puts the responsibility on the consumer | | | | C. It is not a very responsive approach | | | | **D. As a self-regulatory approach, it cannot force Wicked to | | remove the\ | | slogans** | | | | 41. Those born in an era in which digital technologies have always | | existed, are known as digital \_\_\_\_\_\_\_\_\_\_\_\_. | | | | A. Immigrants | | | | **B. Natives\ | | **C. Emigrants | | | | **D.** Nerds | | | | 42. The behavioural base for market segmentation includes the | | following factors, except? | +-----------------------------------------------------------------------+ A. Benefits sought\ B. Purchase occasion\ C. Perceptions and beliefs\ **D. Personality** +-----------------------------------------------------------------------+ | 43. Which of the following is a part of the extended services | | marketing mix? | | | | **A. Physical evidence** | | | | B. Production\ | | C. Personalisation\ | | D. All are part of the extended services marketing mix | | | | 44. Although the majority of consumers currently interact with brands | | online, the commercialisation of the Internet didn't start until | | late \_\_\_\_\_\_\_\_\_\_\_. | | | | A. 1980s | | | | **B. 1990s** | | | | C. 2000s\ | | D. 2010s | | | | 45. The product \_\_\_\_\_\_\_\_\_\_ is a group of product that are | | closely related in terms of their functions and the benefits they | | provide. | | | | A. Mix\ | | **B. Line** | | | | C. Portfolio\ | | D. Group | | | | 46. Target marketing refers to the choice of specific segments to | | serve and is a key element in marketing strategy. The four | | targeting strategies are? | +-----------------------------------------------------------------------+ \ A. Undifferentiated marketing, differentiated marketing, novice marketing and societal marketing\ **B.** Environmental marketing, societal marketing, public marketing and focused marketing\ **C. Undifferentiated marketing, differentiated marketing, focused marketing and\ customized marketing\ **D. Focused marketing, customized marketing, environmental marketing and societal\ marketing +-----------------------------------------------------------------------+ | 47. The act of designing the company's offering so that it occupies a | | meaningful and distinct image in the target customer's mind is | | known as? | +-----------------------------------------------------------------------+ \ **A.** Image marketing\ B. Differentiation\ C. Customer value\ **D. Positioning** +-----------------------------------------------------------------------+ | 48. A product in terms of marketing, is which of the following? | | | | A. Capturing competitors' market share and customers.\ | | B. Anything that can be sold for a price | | | | C. A tangible, physical product that can be sold at profit\ | | **D. Anything, which is capable of satisfying customer needs** | | | | 49. The four criteria to evaluate successful positioning are? | +-----------------------------------------------------------------------+ \ A. Clarity, consistency, customer and catchy\ B. Competitiveness, catchy, clarity and measurable\ C. Specific, measurable, achievable and catchy\ **D. Clarity, consistency, credibility and competitiveness** 50. After a product has gained full market acceptance, what is the name given to the group of individuals who are the last to begin buying or adopting the product? A. Late majority B. Loiterers **C. Laggards** D. Late comers 51. Using the same product and the same target market to reposition a product, reflects what type of repositioning strategy? A. Product repositioning B. **Image repositioning** C. Intangible repositioning D. Tangible repositioning 52. The three levels of a product are? A. Core, Differentiated and Branded **B. Core, Actual and Augmented** C. Core, Actual and Differentiated D. Branded, Actual and Augmented 53. Which of the following is not a core benefit of branding for organizations? A. Increased brand equity B. Barrier to competition C. Base for brand extensions **D. Intensifies purchase complexity** 54. E-marketing allows companies to get closer to customers through creating a(n) \_\_\_\_\_\_\_ with them. **A. Dialogue\ **B. Monologue C. Strategy\ D. Intention 55. Symbols, features, taglines, logos and images form part of? A. Brand personality B. Brand learning **C. Brand assets** D. Brand reflection 56. The position of any page on a search engine results page is determined by the \_\_\_\_\_\_ of the search engine, which matches keywords entered by the user with keywords on various websites. A. Status\ B. Age **C. Algorithm\ **D. Netiquette 57. The process of one supplier explicitly choosing to position its brand as an ingredient of a product such as what Intel did is known as? 58. \_\_\_\_\_\_\_ is the stage in the product life cycle when the marketer has to use 'hold' as a strategic marketing objective. A. Growth B. Introduction C. Decline **D. Maturity** 59. The \_\_\_\_\_\_\_\_ of the product mix can be gauged by the number of product lines an organisation offers. **A. Width** B. Depth\ C. Length\ D. Size 60. Amazon and iTunes are best described as \_\_\_\_\_\_\_\_\_ online communication options. A. B2B **B. B2C** C. C2C\ D. C2B **\ ** **Section B -- Case Study (Short Answer)** **Please read the case and answer the short answer question below (10 marks)** **Air New Zealand: *Nothing to Hide*** The award-winning campaign to protect Air New Zealand's market share is a great example of the strategic use of a fully integrated marketing communication campaign with an innovative creative message and a viral twist. Two significant shifts in market dynamics during 2009 prompted the airline to re-evaluate its communication strategy. First, the global financial crisis forced travellers to shop around for cheap deals or even to cancel their travel plans. Second, Air New Zealand's competitor, Jetstar, entered the market with low-priced offers to tempt customers, but with hidden extras that became apparent only once the deal was done. Air New Zealand, offering full-service airline travel, had to explain to customers and potential travellers that the all-inclusive price was a point of difference from the temptingly cheaper competition. Previous campaigns had proven that Air New Zealand was not averse to trying innovative and nimble solutions. The use of 'cranial billboards' -- in which the airline paid people to shave their heads and wear temporary tattoos that said, 'Need a change? Head down to New Zealand' -- showed the viral power of a creative solution. In 2009, another conversation starter was needed, and they found it in their *Nothing to Hide* campaign. The underlying premise was that Air New Zealand has nothing to hide, there are no extra fees for services such as in-flight drinks, baggage or checking in, and the price you pay includes everything up-front. This straightforward message was conveyed most convincingly by getting Air New Zealand cabin crew to wear only body paint. A highly relevant soundtrack, 'Under my skin', reinforced the message. More than 90 Air New Zealand staff members featured in the video and television commercial content that was produced for the campaign. However, eight staff, including a pilot, several baggage handlers and flight attendants wore nothing but realistic body paint that made it look like they were wearing their uniforms. Once the creative message was decided and the content produced, the media choices were determined. The media rollout began with a 'behind the scenes' video of the making of the feature advertisement, including the secret involvement of the CEO, Rob Fyfe. Media releases and social media posts were sent out to ensure that relevant and influential bloggers and media opinion leaders seized on the story that employees had stripped naked for the ad. The ad campaign was launched on YouTube and was then picked up virally and embedded on media sites and blogs around the world. Only then was the television commercial launched on local New Zealand television networks, at precisely the same time as Jetstar launched its domestic service. An integrated retail promotion sale, 'The great Air New Zealand take off', synergistically capitalised on the message and the timing. The message idea was extended by providing content in the form of an in-flight safety video, 'The bare essentials of safety', hosted by the naked, body-painted flight crew. Not only did the safety video have the full attention of passengers, viewers on YouTube could not get enough of sharing it -- it spread like wildfire around the world and was the topic of conversation on news sites and blogs everywhere. And when the 'Bloopers of the safety video' was posted online, another wave of social media conversation followed. **Case Study Short Answer Question (10 marks):** Identify **five** **(5)** Integrated Marketing Communication (IMC) tools used in Air New Zealand's *Nothing to Hide* campaign, provide an example of each of these from the case study, and discuss how these five tools enhance the customer experience. **Section C -- Short Answer** **\ Please answer Three (3) questions below, worth 10 marks each (30 marks)** 1. Using examples to illustrate your answer, explain five (5) differences between a product and a brand. 2. A\) Discuss the role of service staff in the creation of a quality service using good and/or bad\ examples from your own experience. (5 marks) 3. List and discuss five specific issues that arise when pricing products for international markets. 4. A\) List the objectives of digital marketing outlined in the 5S Model. (5 marks) 5. List and define the five (5) elements in the Communication Process Model. 6. The *Fair Trading Act 1986* is a cornerstone of consumer protection law in New Zealand. Discuss its objectives using examples of organisations who may have breached this Act. **End of Examination**

MKT100S1-2019- Final Exam - with answers (1).docx

Document Details

Tags

Related

Full Transcript