TU Dublin Marketing Exam, 2022/23 PDF

TU 675/1 MRKT 1300 12384 TECHNOLOGICAL UNIVERSITY DUBLIN AUNGIER ST CAMPUS...

TU 675/1 MRKT 1300 12384 TECHNOLOGICAL UNIVERSITY DUBLIN AUNGIER ST CAMPUS _____________ TU 675/1 Higher Certificate in Marketing Year 1 SEMESTER 2 EXAMINATIONS 2022/23 ______________ Marketing Internal Examiner: ___Dr Aileen Kennedy _______________ External Examiner: __Prof. Jillian Farquhar _______________ Exam Duration: 3 Hours Instructions: Answer 4 questions. All questions carry equal marks. (1) (a) Compare and contrast the main business orientations of production, sales, and marketing. Which is the most important today? Why? (75 marks). (b) Describe the characteristics of the Societal Marketing concept, illustrating your answer with examples. (25 marks). (2) (a) Write a note on each of the following giving examples: Buyer based pricing approach Optional and captive product pricing Non-price competition (60 marks). (b) Explain the terms marketing skimming and market penetration pricing and describe when each would be appropriate to use. (40 marks). (3) Describe the stages of the Product Life Cycle (PLC) and show how the 4P’s change during each stage. Illustrate your answer with examples. (100 marks). (4) Identify and discuss the characteristics of the four main distribution channel options available for consumer markets. (100 marks). (5) (a) Describe the term “Product Positioning” and discuss why this is an important strategy for marketers. (20 marks). (b) Describe the following positioning strategies, giving examples in each case: (i) Usage Occasion (ii) Personalities (iii) Origin (iv) Product attributes (v) Competitors. (50 marks) (c) Draw a perceptual map for a product of your choice and explain how such maps can assist marketers. (30 marks). (6) (a) What is meant by “market segmentation”? Discuss the benefits to a company of segmenting consumer markets. (20 marks). (b) Identify and discuss five components of the following segmentation classes, giving examples in each case: Demographic segmentation variables (30 marks) Behavioural segmentation variables (30 marks) (c ) What is psychographic or lifestyle segmentation and when it is likely to be of use to the marketer? (20 marks) (7) Identify and describe the possible impact of FIVE macro environmental forces and FIVE micro environmental forces on the firms marketing activities. Illustrate your answer with examples. (100 marks).