MKTG100-19S1 Past Paper PDF 2019

Mid-year Examinations, 2019 MKTG100-19S1 (C) No electronic/communication devices are permitted. Students may take exam question paper away after the exam. Management, Marketing and Entrepreneurship EXAMINATION Mid-year Examinations, 2019 MKTG100-19S1 (C) Principles of Marketing Examination Duration:...

Mid-year Examinations, 2019 MKTG100-19S1 (C) No electronic/communication devices are permitted. Students may take exam question paper away after the exam. Management, Marketing and Entrepreneurship EXAMINATION Mid-year Examinations, 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. Page 1 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) Questions Start on Page 3 Page 2 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 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. B. C. D. Native Emigrant Immigrant Laggard 4. Market orientation implies that a firm focuses all its activities on being: A. B. C. D. Production Orientation Sales Orientation Societal Marketing Orientation Brand Marketing Orientation 5. Which of the following depicts a marketing orientation that involves aggressive sales effort to persuade customers to buy products? A. B. C. D. Production Orientation Sales Orientation Societal Marketing Orientation Brand Marketing Orientation Page 3 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 6. Which of the following does NOT form part of the augmented product? A. B. C. D. Guarantees Delivery Features Brand values 7. In Ansoff’s matrix, a growth strategy that focuses on existing products in existing markets is known as? A. B. C. D. Diversification Market development Market penetration Product development 8. Brand extension is which of the following? A. B. C. D. The concentrated targeting of new market segments When an established brand name is used for brands in unrelated markets A form of repositioning due to poor past sales and profit results 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: A. B. C. D. Cost Emotional Societal Perceived 10. Which of the following statements is TRUE? A. B. C. D. Services are mainly tangible Services are mainly intangible Services usually have an equal amount of tangible and intangible elements. 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 Page 4 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 12. Interest rates and exchange rates form part of which macroenvironment factor? A. B. C. D. Technological Ecological Economic 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. B. C. D. Cognitive dissonance Corporate social responsibility Non-profit marketing Societal marketing 14. Legal protection for a brand name, brand mark or trade character is provided through the registration of _____________. A. B. C. D. Tidemarks Brandmarks Tradecodes Trademarks 15. A no-haggling pricing policy is a type of ________________ pricing strategy? A. B. C. D. Maximising profits Sales Orientation Customer-oriented Status quo 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 Page 5 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 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. B. C. D. Using intangible cues Creating a strong competitive brand Encouraging positive word-of-mouth All of the above 19. Which of the following is NOT a stage of the consumer buying decision process? A. B. C. D. Need recognition Information search Evaluation of competitors 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. B. C. D. Question mark Kiwi bird Cash cow Flying bat 21. The core elements of marketing strategy relate to market segmentation, targeting and _______, A. B. C. D. Promotion Distribution Positioning Pricing Page 6 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 22. Which of the following statements about laws is NOT true? A. B. C. D. Laws should reflect the attitudes of the society in which it exists. Social attitudes can change over time with corresponding changes in laws. What is acceptable in one society may not be acceptable in another. All of these statements are true. 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-expensespaid 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. B. C. D. Pull Puffery Publicity Push 25. The __________ covers claims about products before purchase; the _________ covers the quality after purchase. A. B. C. D. Commerce Act 1986; Fair Trading Act 1986 Fair Trading Act 1986; Consumer Guarantees Act 1993 Fair Trading Act 1986; Commerce Act 1986 Consumer Guarantees Act 1993; Commerce Act 1986 26. Which of the following is NOT a social influence on consumer behaviour? A. B. C. D. Culture Sub culture Lifestyle Reference groups Page 7 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 27. For which of the following is demand likely to be least sensitive to price increases? A. B. C. D. Prescription drugs A specific brand of cereal Movie tickets 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. B. C. D. Classical conditioning Operant conditioning Reasoning 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. B. C. D. Its strengths only Both its strengths and opportunities Its opportunities only 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. B. C. D. B2C B2B C2B 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 Page 8 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 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. B. C. D. Identify the target audience Set the advertising objectives Determine the budget 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. B. C. D. Online Offline Awareness 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. B. C. D. Exploratory and causal research Descriptive and causal research Adhoc and continuous research 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. B. C. D. Data analysis and report writing Exploratory research Data collection Sampling process Page 9 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 38. The process by which companies distinguish their product offerings from the competition is called which of the following? A. B. C. D. Marketing Service Marketing Branding Advertising 39. The benefits of market segmentation include the following, except for? A. B. C. D. Enhanced profitability Enhanced growth opportunities Reduced cognitive dissonance 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 selfregulatory approach used to regulate advertising in New Zealand? A. B. C. D. It is an expensive approach It puts the responsibility on the consumer It is not a very responsive approach 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. B. C. D. Immigrants Natives Emigrants Nerds 42. The behavioural base for market segmentation includes the following factors, except? A. B. C. D. Benefits sought Purchase occasion Perceptions and beliefs Personality Page 10 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 43. Which of the following is a part of the extended services marketing mix? A. B. C. D. Physical evidence Production Personalisation 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. B. C. D. 1980s 1990s 2000s 2010s 45. The product __________ is a group of product that are closely related in terms of their functions and the benefits they provide. A. B. C. D. Mix Line Portfolio 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. B. C. D. Image marketing Differentiation Customer value Positioning Page 11 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 48. A product in terms of marketing, is which of the following? A. B. C. D. Capturing competitors’ market share and customers. Anything that can be sold for a price A tangible, physical product that can be sold at profit Anything, which is capable of satisfying customer needs 49. The four criteria to evaluate successful positioning are? A. B. C. D. Clarity, consistency, customer and catchy Competitiveness, catchy, clarity and measurable Specific, measurable, achievable and catchy 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. B. C. D. Late majority Loiterers Laggards Late comers 51. Using the same product and the same target market to reposition a product, reflects what type of repositioning strategy? A. B. C. D. Product repositioning Image repositioning Intangible repositioning Tangible repositioning 52. The three levels of a product are? A. B. C. D. Core, Differentiated and Branded Core, Actual and Augmented Core, Actual and Differentiated Branded, Actual and Augmented 53. Which of the following is not a core benefit of branding for organizations? A. B. C. D. Increased brand equity Barrier to competition Base for brand extensions Intensifies purchase complexity Page 12 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 54. E-marketing allows companies to get closer to customers through creating a(n) _______ with them. A. B. C. D. Dialogue Monologue Strategy Intention 55. Symbols, features, taglines, logos and images form part of? A. B. C. D. Brand personality Brand learning Brand assets 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. B. C. D. Status Age Algorithm 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? A. B. C. D. Brand extension Co-branding Brand heritage Brand domain 58. _______ is the stage in the product life cycle when the marketer has to use ‘hold’ as a strategic marketing objective. A. B. C. D. Growth Introduction Decline Maturity Page 13 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 59. The ________ of the product mix can be gauged by the number of product lines an organisation offers. A. B. C. D. Width Depth Length Size 60. Amazon and iTunes are best described as _________ online communication options. A. B. C. D. B2B B2C C2C C2B Turn Page Over Page 14 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 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 upfront. 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. Page 15 of 16 Mid-year Examinations, 2019 MKTG100-19S1 (C) 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. (10 marks) 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) B) Discuss five practices organisations can adopt to address poor service quality. (5 marks) 3. List and discuss five specific issues that arise when pricing products for international markets. (10 marks) 4. A) List the objectives of digital marketing outlined in the 5S Model. (5 marks) B) Discuss how these have been used in a digital marketing campaign you are familiar with. (5 marks) 5. List and define the five (5) elements in the Communication Process Model. (10 marks) 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. (10 marks) End of Examination Page 16 of 16