Principles of Marketing MAR001-1 Exam Paper

MAR001-1 exam paper
MAR001-1
PRINCIPLES OF MARKETING
MAIN EXAMINATION PAPER
ACADEMIC YEAR 2017-18 SEMESTER 1
Date of Exam:
Start Time:
Time Allowed: 2 hours
Unit Coordinator: Sallie Phillips
______________________________________________________________
Instruction to, and information for, candidates
Please answer all questions in section A and all in section B
You should answer Section A by circling the options in this exam paper.
Hand it in at the end of the exam attached to your exam answer booklet.
Write your Student ID number here................................................
PLEASE DO NOT OPEN UNTIL INSTRUCTED TO DO SO BY THE STAFF
MEMBER IN CHARGE
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MAR001-1 exam paper
Section A – Multiple Choice Questions (25%). Select your answers on
this booklet. Attach the booklet to your exam answer booklet at the end
of the examination.
1. As explored in your first lecture, the term “The Marketing Concept”
refers to:
a. Gratifying customer needs, predictably, in a driving environment
b. Satisfying customer needs, profitably, in a dynamic environment
c. Meeting customer needs, precisely, in a changing environment
d. Identifying customer needs, accurately, in a progressive
environment
Answer- (b)
2. Marketing is alternatively described by the CIM as “the management
process responsible for ........................customer requirements
profitably”
a. creating, developing and exploiting
b. influencing and satisfying
c. predicting trends in
d. identifying, anticipating and satisfying
Answer- (d)
3. According to the lecture on pricing, there are three approaches to
pricing setting: market-led, cost-plus and _______?
a. Supplier-based
b. Retailer indicated
c. Going rate
d. none of the above
Answer- (a)
4. According to the textbook, relationship marketing is about
a. Talking to individual customers and adjusting elements of the
marketing programme in light of how each customer reacts to
the marketing mix
b. Exchanging value
c. Creating networks of customers who sell goods or services
for you
d. Achieving more sales with new customers
Answer- (a)
5. In marketing communications, a push campaign is where:
a. A product is given an extra big push
b. Advertising to consumers encourages them to make a purchase
c. Retailers are given incentives to encourage consumers to buy
d. A press release is pushed out to journalists
Answer- (b)
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MAR001-1 exam paper
6. A loss leader is:
a. A product that is sold at or below cost in order to sell
additional products or services
b. The product that has the highest costs
c. A product that is sold at a lower price in order to increase
market share
d. The product that makes you the biggest loss
Answer- (c)
7. The consumer Decision Making Unit (DMU) consists of:
a. User, Influencer, Buyer, Initiator, Decider
b. Buyer, Expert, User, Decoder, Advisor
c. Consultant, Dependent, Decider, Engager, Buyer
d. None of the above
Answer- (a)
8. Charles Revson of Revlon observed: “In the factory, we make
cosmetics; in the store, ________.”
a. we make profits
b. we sell quality
c. we sell hope
d. we implement ads
Answer- (c)
9. Which of the following is not part of the Consumer Buying Decision
Process?
a. Need recognition
b. Information search
c. Purchase decision
d. Product specification
Answer- (d)
10. In the lecture on Segmentation four approaches to segmenting the
marketplace were given. They were:
a. Demographics, geodemographics, lifestyle & benefits
b. Demographics, topography, habits & advantages
c. Demographics, geography, sociocultural & features
d. Demographics, physiography, sociocultural & technical
Answer- (d)
11. ________ is the difference between the prospective customer’s
evaluation of all the benefits and all the costs of an offering.
a. Customer perceived value
b. Perceived usefulness
c. Failure avoidance rate
d. Report rating
Answer- (a)
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MAR001-1 exam paper
12. Charging £4.99 for an item is an example of
a. customer value pricing
b. going rate pricing
c. psychological pricing
d. cost plus pricing
Answer- (c)
13. If the price of a product is raised a lot with relatively little fall in sales
then demand for that product is price inelastic.
a. True
b. False
Answer- (a)
14. Maslow’s Hierarchy of Needs consists of physiological, safety, love and
belonging, esteem and which other set of needs?
a. Self-certification
b. Self-analysis
c. Self-awareness
d. Self-actualisation
Answer- (d)
15. The four key features of a service identified by Kotler are
1. Congruity, intangibility, perishability, integrity
2. Heterogeneity, intangibility, perishability, inseparability
3. Divergence, intangibility, durability, consonance
4. Similitude, intangibility, persistence, construction
Answer- (2)
16. According to your textbook, a person’s ________ consist(s) of sets of
people that a consumer wants to please or imitate.
a. reference groups
b. perception
c. psychographics
d. demographics
Answer- (a)
17. Packaging is sometimes referred to as
a. The silent salesman
b. The product summary
c. The forgotten product element
d. The additional cost constituent
Answer- (a)
18. Visual Merchandising is
a. A display of sunglasses
b. Floor and display plans
c. Selling things using pictures
d. Electronic tills that show the customer the price being charge
Answer- (b)
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