preliminary certificate in marketing iv 2015 - qp.pdf · preliminary certificate in marketing ......

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Preliminary Certificate in Marketing

December 20, 2015 – Examination

PCM IV 2015 – 88th

Intake, 25th

Year

Candidate’s Registration Number (As per in the examination admission form / Student

ID) 0 0 0 0 0

For Examiner’s use only

Examiner’s Comments

Second Examiner’s Comments

Part One 1st

Marker 2nd

Marker Final Marks

Question 01

Part Two

Question No.

Question 02

Question 03

Question 04

Question 05

Question 06

Question 07

Question 08

Question 09

Question 10

Question 11

Part Three

Question No.

Question 12

Question 13

Question 14

Question 15

Total

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Instructions to Candidates

Time: 1400 hrs – 1700 hrs Duration: Three (03) hours

There are three parts in this question paper. Part One

This part has 40 multiple choice questions. It is a compulsory section. Candidates are expected to select the most suitable answer and tick the selected answer in the given box in the question paper itself.

Part Two

Candidates are expected to answer the questions in the space provided in the question paper. All answers are compulsory.

Part Three

Candidates are expected to answer only two questions out of four.

Answers should be written in the additional supplementary answer sheets provided and they should be attached to the question paper itself.

Other Instructions

State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts.

Always start answering a question on a new page.

You are reminded that answers should not be written in pencil or red pen except in drawing diagrams.

Answer the questions using:

Effective arrangement and presentation Clarity of expression Logical and precise arguments

a) Illegible hand writing will be penalised.

Copyright reserved ©

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PART ONE

Read the question and select the most appropriate answer

Tick your choice in the given space

Question 01

Question 1.1 Production Orientation refers to:

a) Focus on production efficiency and efficient distribution

b) Ensure product quality is maintained and improved continuously

c) Setting the price of a product

d) An attitude in mind where the customer is at the centre of all business purposes

Question 1.2 Moral philosophies that define right or wrong behaviour in marketing is known as:

a) Market research

b) Customer loyalty

c) Marketing ethics

d) Marketing orientation

Question 1.3 A sale is not the end of a process but the start of an organization’s relationship with a customer. Such an approach is termed as:

a) Transaction approach

b) Relationship approach

c) Selling approach

d) Customer service

Question 1.4 Fill in the blank with the appropriate word. __________ occurs when perceived performance matches or exceeds customer expectations.

a) Customer satisfaction

b) Competitive advantage

c) Marketing myopia

d) Staff motivation

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Question 1.5 Which one of the following is an element of the internal marketing environment?

a) Staff relationships

b) Competitors

c) Suppliers

d) Customers

Question 1.6 Which of the following elements in the marketing mix, refers to “COST” from a consumer’s point of view?

a) Product

b) Process

c) Price

d) Physical evidence

Question 1.7 Fill in the blank with the appropriate word. __________ is method of collecting data, which includes viewing and listening to situations encompassing human behaviour with monitoring systems.

a) Product research

b) Survey research

c) Focus groups

d) Observational research

Question 1.8 Select the correct statement with regard to primary and secondary data.

a) Primary data is collected for the first time, for a specific purpose

b) Primary data is readily available without any cost

c) Collection of secondary is time consuming and very costly

d) Observation is also called desk research

Question 1.9 A method of data collection which involves either face to face respondent or a group of 5-20 respondents is known as:

a) Quantitative research

b) Depth interviews

c) Observational research

d) Experimentation

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Question 1.10 Fill in the blank with the appropriate word. __________ involves the collection of data which is difficult or impossible to quantify.

a) In-house marketing research

b) Product research

c) Quantitative marketing research

d) Qualitative marketing research

Question 1.11 A well designed Marketing Information System, should have the following characteristics:

a) User-friendly, Complicated and Cost effective

b) User-friendly, Interactive and Complicated

c) User-friendly, Interactive and Cost effective

d) None of the above

Question 1.12 All individuals and households who buy or acquire goods and services for personal consumption is known as:

a) Business market

b) Consumer market

c) Industrial market

d) Niche market

Question 1.13 The decision making unit of a buying organization is called its ‘buying centre’. The Buying centre consists of:

a) Supplier, Buyer, User, Decider, Broker

b) Buyer, Agent, Influencer, Decider, Gate Keeper

c) User, Buyer, Influencer, Decider, Gate Keeper

d) Consumer, Retailer, Influencer, Gate Keeper, Decider

Question 1.14 XYZ Company has been buying its stationery from its usual supplier "Orex" for the past six months. This kind of organizational buying is called:

a) New task purchase

b) Modified re-buy

c) Straight re-buy

d) Petty cash purchase

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Question 1.15 Arranging for a market offering to occupy a clear, distinctive and desirable place relative to competing products in the minds of the target consumers is termed as:

a) New product development

b) Positioning

c) Umbrella branding

d) Competitive advantage

Question 1.16 Consumer Products which are less frequently purchased and customers compare carefully on suitability, quality and style is known as:

a) Convenience

b) Specialty products

c) Impulse goods

d) Shopping products

Question 1.17 The Augmented product refers to:

a) The additional services and benefits that differentiates the organisations offer from competitors

b) The physical attributes that surround the core and formal product

c) Goods purchased by organizations for further processing

d) Goods that consumers do not actively seek in purchasing

Question 1.18 With reference to the brand development process, the key steps in building a brand are in the correct sequence as follows:

a) Brand Recognition, Brand Extension, Brand Preference and Brand Loyalty

b) Brand Recognition, Brand Development, Brand Extension and Brand Loyalty

c) Brand Recognition, Brand Acceptance, Brand Preference and Brand Loyalty

d) Brand Recognition, Brand Acceptance, Brand Preference and Brand Extension

Question 1.19 The key characteristics of services marketing includes:

a) Perishability, transformability, inseparability, intangibility, variability

b) Intangibility, perishability, inseparability, variability, ownership

c) Perishability, invariability, inseparability, intangibility, tangible

d) Perishability, transferability, ownership, intangibility, invariability

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Question 1.20 Idea screening with regard to new product development process is:

a) Collection of information from stakeholders to improve your business

b) Picking the most potentially worthwhile ideas and dropping the poor ones

c) The systematic search for new product ideas

d) Testing the product in real market settings

Question 1.21 Which of the following statements are correct with reference to launching a new product?

1. In the Sprinkler strategy, marketers make the product available in all target areas at the same time

2. Waterfall strategy is an alternative and it involves building towards full national coverage by starting with one or few areas and then gradually adding new areas

a) Only 1 correct

b) Only 2 correct

c) Both are correct

d) None of them are correct

Question 1.22

1. Price is the only element of the Marketing Mix which generates revenue 2. Price shouldn’t be set in isolation; it should be well blended with other Marketing

Mix variables From the above statements, which one is correct?

a) Only statement 1 is correct

b) Only statement 2 is correct

c) Both statements are correct

d) Both statements are false

Question 1.23 The factors influencing pricing decisions – The five C’s of pricing are as follows:

a) Costs, customer, channels, competition, compatibility

b) Costs, customer, channels, competition, convenience

c) Costs, customer, convenience, competition, compatibility

d) Costs, customer, channels, convenience, contribution

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Question 1.24 Fill in the blank with the appropriate word. A __________ is a cost that varies in relation to changes in the volume of activity or based on the number of units produced.

a) Fixed cost

b) Variable cost

c) Total cost

d) Selling cost

Question 1.25 A type of Intermediary who has the legal authority to act on behalf of the manufacturer, although they do not take a legal title to goods is known as:

a) Retailers

b) Wholesalers

c) Brokers

d) Modern trade

Question 1.26

An ideal distribution strategy for goods such as Furniture, Televisions, and Refrigerators would be: a) Selective distribution b) Intensive distribution c) Exclusive distribution d) Physical distribution

Question 1.27 Manufacturers who want to sell to mass market through mass distribution using thousands of retailers Island wide for products such as groceries, soap, sugar and many other convenience goods sell their products by using the following channel:

a) Producer Consumer b) Producer Retailer Consumer c) Producer Wholesaler Retailer Consumer d) Producer Wholesaler Consumer

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Question 1.28 The key communication mix elements an organisation uses to communicate with its customers are:

a) Advertising, sales promotion, personal selling, public relations and direct marketing

b) Lobbying, advertising, press releases, and CSR projects

c) Social media, individual meetings, personal selling, and direct marketing

d) Sales promotions, merchandising, street promotions, and above the line activities

Question 1.29

The three common advertising objectives are:

a) Informative, Selective and Reminder advertising

b) Informative, Persuasive and Reminder advertising

c) Informative, Persuasive and Selective advertising

d) Selective, Persuasive and Reminder advertising

Question 1.30 A personally addressed “written offering” such as sales literature with some form of response mechanism, sent to existing customers from an in-house data base or mailing list is known as:

a) Catalogue marketing

b) Direct response television advertising

c) Direct mail

d) Podcasts

Question 1.31 The three important aspects to be considered in designing and formulating a message to achieve a desired response are?

a) Message strategy, Creative strategy and Message source

b) Advertising objective, Advertising budget, Message source

c) Message strategy, Creative strategy and Distribution strategy

d) Business strategy, Creative strategy and Message source

Question 1.32 The four common methods of establishing a communication budget are:

a) Forecasting , percentage-of-sales-method, Competitive parity, and Objective - task method

b) Affordable method, percentage-of-sales-method, Competitive parity, and Objective-task method

c) Affordable method, percentage-of-sales-method, Forecasting, and Objective - task method

d) Affordable method, Forecasting, Competitive parity, and Objective - task method

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Question 1.33 The first three stages/steps in the selling process in the correct sequence are as follows:

a) Prospecting & Qualifying, Handling Objections and Approach

b) Prospecting & Qualifying, Pre-approach and handling Objections

c) Prospecting & Qualifying, Presentation & demonstration and Approach

d) Prospecting & Qualifying, Pre-approach and Approach

Question 1.34 Fill in the blank with the appropriate word. __________or purpose statement that represents the broad long term tasks that organisation wants to accomplish through the conduct of its business is termed as:

a) Mission statement

b) Vision statement

c) Corporate objectives

d) Marketing strategies

Question 1.35 Fill in the blank with the appropriate word. __________ is a comprehensive, systematic, independent and periodic examination process of a company’s marketing activities is termed as:

a) Competitor analysis

b) Marketing audit

c) Marketing objectives

d) Ansoff’s matrix

Question 1.36 Identify the SMART criteria in setting marketing objectives.

a) Special, Meaningful, Aspirational, Relevant, Timeframe

b) Specific, Measurable, Actionable, Relevant, Timeframe

c) Specific, Measurable, Aspirational, Relevant, Timeframe

d) Special, Measurable, Aspirational, Reachable, Timeframe

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Question 1.37 Fill in the blank with the appropriate word: Plans are nothing or useless unless they degenerate into action. __________ is the step and activities that are required to bring plans to life.

a) Marketing control

b) Sales forecasting

c) Contingency planning

d) Implementation

Question 1.38 The technique for making a web page appear more frequently above others in a list of results from a search engine, is called:

a) Viral marketing

b) Search engine optimization

c) E-commerce

d) Permission marketing

Question 1.39 What is a mobile app?

a) A software down loadable free or for payment allowing easy access to functions on mobiles

b) An outsourced database

c) A local network

d) None of the above

Question 1.40 Fill in the blank with the appropriate word: __________ is sometimes referred to as an online personal journal. It is a site designated for an individual to write about his/her daily experiences, to illicit thoughts and often allowing readers to offer their comments.

a) Myspace

b) Twitter

c) Extranet

d) Blogs

(Total 40 Marks)

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PART TWO

Answer all questions in the given space

Question 02

Briefly define/explain the following terms:

a) What is marketing?

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b) What is Relationship Marketing?

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(04 Marks)

Question 03

Though Marketing has many definitions, several key factors are common to all those definitions. State four (4) such key functions and activities of marketing.

a. …………………………………………………………………………………………………………………………………………

b. …………………………………………………………………………………………………………………………………………

c. …………………………………………………………………………………………………………………………………………

d. …………………………………………………………………………………………………………………………………………

(04 Marks)

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Question 04 a. What is marketing Mix?

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b. From the Buyer’s view point, the age of customer relationships, the seven P’s might be

better described as the seven C’s. Identify the relevant C’s.

Sellers’ View (7P’s) Buyer’s View (7C’s)

Product

Place

Promotion

People

Physical Evidence

(04 Marks)

Question 05

Complete the following diagram regarding "Consumer Buying Decision Process"

(04 Marks)

d.

……………

a.

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c.

……………

b.

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e.

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Question 06

Draw the key stages of the Product Life Cycle concept:

(04 Marks)

Question 07

a) Briefly describe Four (04) pricing strategies:

a. …………………………………………………………………………………………………………………………………

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b. …………………………………………………………………………………………………………………………………

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c. …………………………………………………………………………………………………………………………………

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d. …………………………………………………………………………………………………………………………………

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(04 Marks)

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Question 08

Choosing the right channel structure is not an easy task and there are some criteria or

factors that have to be taken into consideration in selecting the appropriate channel. List

four (4) criteria for channel selection:

a. …………………………………………………………………………………………………………………………………………

b. …………………………………………………………………………………………………………………………………………

c. …………………………………………………………………………………………………………………………………………

d. …………………………………………………………………………………………………………………………………………

(04 Marks) Question 09

Draw the Communication Process Model indicating all the key elements.

(04 Marks)

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Question 10

Identify four (04) reasons, why marketing control is an important activity in the marketing

planning process:

a. …………………………………………………………………………………………………………………………………………

b. …………………………………………………………………………………………………………………………………………

c. …………………………………………………………………………………………………………………………………………

d. …………………………………………………………………………………………………………………………………………

(04 Marks) Question 11 a) What is Digital Marketing? ………………………………………………………………………………………………………………………………………………

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b) What is Social media? ………………………………………………………………………………………………………………………………………………

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(04 Marks)

(10 Questions x 4 Marks)

(Total of 40 Marks)

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PART THREE

Select 2 out of 4 questions and answer them in supplementary

sheets.

Attach your answer sheets to the question paper.

Question 12 Explain briefly the three (03) key components of the marketing concept and list (04) four

benefits of implementing the marketing concept to an organisation.

(10 Marks)

Question 13 Briefly explain the key stages of the marketing Research process and identify two (02) reasons/advantages in conducting continuous marketing research for an organisation.

(10 Marks) Question 14 Briefly explain the four (04) target marketing strategies the organisation could choose, stating relevant examples and list the key criteria for effective segmentation.

(10 Marks) Question 15

Briefly explain the key stages of the Marketing Planning Process and identify three (03)

benefits of a marketing plan to an organisation.

(10 Marks) (10 Marks x 02 Questions)

(Total of 20 Marks) (Total 100 Marks)

- END -

preliminary certificate in marketing iv 2015 - qp.pdf · preliminary certificate in marketing ......

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