Final Examination Semester 1 / Year 2010

Transcription

1 Southern College Kolej Selatan 南 方 学 院 Final Examination Semester 1 / Year 2010 COURSE : MARKETING PRINCIPLES AND PRACTICE COURSE CODE : ADAD 2062 TIME : 2 1/2 HOURS DEPARTMENT : ART AND DESIGN LECTURER : MOHD AMIN ADIB MULIYANI Students ID : Batch No : Notes to candidates: 1) The question paper consists of 11 questions and 6 pages. 2) Total M arks (40 marks). 3) Answer ALL questions. Write all your answers in this booklet.

2 Question 1 (1 X 3 = 3 marks) Match the following terms and their definitions. Major Buying Business Situations Terms New task Modified rebuy Straight rebuy a. b. c. Definitions A business buying situations in which the buyer wants to modify product specifications, prices, terms or suppliers. A business buying situations in which the buyer purchases a product or service for the first time. A business buying situations in which the buyer routinely reorders something without modifications. Question 2 (1 X 5 = 5 marks) Identify the individuals and units that participate in the business buying process. a. b. c. Buying Centre d. e. 1 / 6

3 Question 3 (1 X 2 = 2 marks) Other than business markets, name TWO other markets in the buying practices. i. Business markets ii. markets iii. markets Question 4 (1 X 5 = 5 marks) Complete the following diagram on major influences on business buying. a. economic, technological, political, competitive & cultural b. Objectives, policies, procedures, structure & systems c. authority, status, empathy, persuasiveness d. age, education, job position, personality &risk attitudes e. 2 / 6

4 Question 5 (1 X 3 = 3 marks) Match the following terms and their definitions. The STP Process Terms Segmentation Targeting Positioning a. b. c. Definitions Arranging for a product to occupy a clear, distinctive and desirable place relative to the competing products in the mind of the consumer. The process of evaluating each segment s attractiveness and selecting one or more segments to enter. The process of classifying customers into groups which share some common characteristics. Question 6 (1 X2 = 2 marks) Complete the following definition on a target market by Kotler (1996). A target market is a group of a) toward whom a firm markets its goods, services, or ideas with a b) to satisfy their specific needs and preferences. 3 / 6

5 Question 7 (1 X 3 = 3 marks) Complete the following diagram on consumer markets. Bases for Segmenting Consumer Markets a. Nations, states, regions or cities b. Age, gender, family size and life cycle or cities Psychographic Social class, life style or personalities c. Occasions, benefits, sought, user status, usage rate, loyalty Question 8 (1 X 3 = 3 marks) Name the THREE product classifications. i. and tangibility ii. goods iii. goods 4 / 6

6 Question 9 (1 X 4 = 4 marks) MARKETING PRINCIPLES AND PRACTICE Provide examples for the marketing considerations for consumer goods. MARKETING Convenience Shopping Specialty Unsought CONSIDERATIONS Examples a) b) c) d) Customer Frequent Less frequent Strong brand Little product buying behaviour purchase, little purchase, preference and awareness, planning much loyalty knowledge planning Price Low price Higher price High price Varies Promotion Mass Advertising & Careful Aggressive promotion by personal targeted advertising and producer selling by promotion by personal selling producer & producer & by producer & resellers resellers resellers Question 10 (1 X 5 = 5 marks) List the decisions included in Brand Identity: i. _ ii. _ iii. _ iv. _ v. _ 5 / 6

7 Question 11 (1 X 5 = 5 marks) Complete the following steps involved in Pricing Process. i. Set pricing. ii. Analyze. iii. Draw from competitive intelligence. iv. Select pricing appropriate to the political, social, legal and economical environment. v. Determine prices / 6