UTM
Fakulti Pengurusan
UNIVERSITI TEKNOLOGl MALAYSIA
PEPERIKSAAN AKHIR SEMESTER I
SESI2017/2018
(FINAL EXAMINATION SEMESTER I
2017/2018 SESSION)
KOD KURSUS
(COURSE CODE)
SHAF 1013 / SHAC 1093
NAMA KURSUS
(COURSE)
PRINSIP PEMASARAN
(PRINCIPLES OF MARKETING)
PROGRAM
(PROGRAMME)
SARJANA MUDA
(BACHELOR DEGREE)
MASA
(DURATION)
3 JAM
(3 HOURS)
TARIKH
(DATE)
JANUARI2018
(JANUARY 2018)
MARKAH
(MARKS)
80
(MENYUMBANG 40/50 PERATUS KEPADA
MARKAH KESELURUHAN)
(CONTRIBUTING TO 40/50 PERCENT OF THE
OVERALL MARKS)
ARAHAN KEPADA CALON:
(INSTRUCTION TO CANDIDATES)
Jawab SEMUA soalan.
(Answer ALL questions only).
KERTAS PEPERIKSAAN INI TERDIRI DA RIP AD A 15 M I K A SURAT SAHAJA
(TERMASUKMUKA SURAT INI).
THIS EXAMINATION PAPER CONSISTS OF 15 PAGES ONLY (INCLUDING THIS PAGE).
Part A : Multiple Choice Questions
1.
Marketing
seeks to
create
and manage profitable
customer relationships
by
delivering________ to customers.
2.
A.
competitive prices
B.
superior value
C.
superior service
D.
superior promotion
You have learned at work that today’s successful companies at all levels have one thing
in common: they are heavily committed to marketing and strongly
3.
4.
A.
obtaining the best CEOs
B.
increasing wealth to stockholders
C.
customer focused
D.
employee motivation
-
The twofold goal of marketing is to keep and grow current customers and to ________ .
A.
attract new customers by promising superior value
B.
keep and grow current customers by delivering competitive pricing
C.
keep and grow current customers by delivering friendly service
D.
keep and grow current customers by delivering vast product assortment
Today, marketing must be understood in terms of not just making a sale but also
A.
satisfying customers’ needs
B.
understanding customers’
C.
understanding customers’ self-images
D.
advertising brilliantly
value
2
5.
As a new assistant marketing manager trainee, you learn that wants are shaped by
________ and individual personality.
A.
culture
B.
6.
demands
C.
self-concepts
D.
desires
What do companies call a set of benefits that they promise to consumers to satisfy their
needs?
A.
Market offering
B.
Value proposition
C.
D.
7.
Demand satisfaction
Need proposition
As they create brand experiences, smart marketers look beyond t h e ________ o f the
products and services they sell.
8.
A.
awareness
B.
recognition
C.
preferences
D.
attributes
When a customer is satisfied, we can safely say that is when a customer’s purchase
_________his or her expectations.
A.
exceeds
B.
redefines
C.
falls short of
D.
lives up to
3
r
9.
A Marketing Information System (MIS) consists of people, equipment, and procedures to
________ , sort, analyze, evaluate, and distribute information to marketing decision
makers.
10.
A.
test
B.
market
C.
gather
D.
assess
What are the four steps, in the correct order, to designing a customer-driven marketing
strategy?
11.
A.
Market segmentation, differentiation, positioning, and targeting.
B.
Market positioning, segmentation, mass marketing, and targeting.
C.
Market segmentation, targeting, differentiation, and positioning.
D.
Market alignment, segmentation, differentiation, and positioning.
Which o f the following is true with regard to products?
A.
The quality o f products is far more difficult to measure than services.
B.
Products do not include experiences, organizations, persons, places, and ideas.
C.
Products are not meant for sale in the market.
D.
Products include services, events, persons, places, organizations, ideas, or a
mixture of these.
Which of the following exemplifies a service?
A.
Candy
B.
Car
C.
Retail
D.
Laundry detergent
4
13.
A particular firm added three new products earlier this year to increase variety for
customers. Two o f the products failed to reach the minimal sales quota. Which of the
following is least likely to have been the cause of their failure?
14.
A.
The products were priced too high.
B.
The products were advertised incorrectly.
C.
Competitors fought back harder than expected.
D.
Product research was too extensive.
Johan fascination for his grandmother’s coconut pancake recipes inspired him to come up
with a recipe for Traditional Pancake, a gourmet for the Malaysian market. Which of the
following stages of the new product development process does this exemplify?
A.
Idea screening
B.
Idea generation
C.
Concept testing
D.
15.
Product development
A pharmaceutical company in Dengkil recently released a new and expensive anti-ulcer
drug in the market. The company justifies the high price of the drug by claiming that it is
highly effective for treating all kinds o f ulcers. The company also claims that the new
drug will help bring down the need for invasive surgeries, an
additional
benefit
for
patients. Which of the following pricing strategies is the pharmaceutical company most
likely using in this instance?
A.
Target pricing
B.
Markup pricing
C.
Cost-based pricing
D.
Value-based pricing
5
16.
In a bid to attract more customers in a market that has several competitors, SDS’s Bakery
slashed the prices o f all its products by 50 percent. Managers at the firm
reasoned
that
lower prices would draw in even more customers, making up for the reduction in price
several times over. Which of the following pricing strategies are they using?
17.
A.
Market-skimming pricing
B.
Market-penetration pricing
C.
Captive-product pricing
D.
Cash discount pricing
Which of the following is an example of an indirect marketing channel?
A.
June Bride, which sells bridal gowns via its click-to-order online catalogs
B.
Farmer Brown, who delivers fresh milk from his dairy to customers every
morning
C.
Bamboo craft, which sells its picnic baskets to selected novelty stores across the
country
D.
18.
19.
Lifebelt Insurance, which sells life insurance through its door-to-door salespeople
Specialty stores carry________ w ith _____ _ _ within them.
A.
only convenience products; shallow assortments
B.
narrow product lines; deep assortments
C.
narrow product lines; shallow assortments
D.
wide product lines; shallow assortments
Which of the following statements best represents a contractual association between a
manufacturer, wholesaler, or service organization and independent business people who
buy the right to own and operate one or more units in the
contract?
A.
Corporate chain
B.
Franchise
C.
Voluntary chain
D.
Retailer cooperative
6
system represented by the
20.
Which of the following promotion tools involves building up a good corporate image and
handling unfavorable stories and events?
21.
A.
Sales promotion
B.
Personal selling
C.
Direct marketing
D.
Public relations
Any paid form o f non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor is called________ .
22.
A.
sales promotion
B.
direct marketing
C.
advertising
D.
personal selling
When Procter & Gamble developed the Mr. Clean Magic Eraser, the company needed to
explain how the product cleans grime from walls without removing paint. What type of
campaign was most likely used by Procter &Gamble for the Mr. Clean Magic Eraser?
23.
A.
Informative advertising
B.
Persuasive advertising
C.
Reminder advertising
D.
Developmental advertising
A product in the maturity stage will most likely require________ advertising.
A.
informative
B.
comparative
C.
persuasive
D.
reminder
7
24.
At Pfizer, a pharmaceuticals company, members of the sales force and marketing
department tend to have disagreements when things go wrong with a customer. The
marketers blame the salespeople for poorly executing their strategies, while the
salespeople blame the marketers for being out of touch with customers. Which of the
following steps should upper management at Pfizer take to help bring the sales and
marketing functions closer together?
25.
A.
Appoint a high-level marketing executive to oversee both marketing and sales
B.
Establish a complex sales force structure
C.
Emphasize traditional methods of selling
D.
Adopt a sales force automation system and implement team selling
Amazon.com approaches customers via websites or mobile apps. This is an example of
________ marketing.
26.
27.
A.
mass
B.
niche
C.
individual
D.
direct
All of the following are benefits of online direct marketing for buyers except_________ .
A.
access to numerous products
B.
access to product reviews
C.
live product demonstrations
D.
convenience
Kodak’s film business did not lose out to direct competitor, the Fujifilm. It lost out to
Sony, Canon, and other digital camera makers, along with a host of digital image
developers and online image sharing services. This is an example o f ________ .
A.
a blue ocean strategy
B.
competitor backlinking
C.
marketing myopia
D.
competitor myopia
8
28.
Which o f the following is most likely to be the consequence of increased growth of
global trade?
29.
A.
Home markets become richer in opportunities.
B.
Foreign firms expand aggressively into new international markets.
C.
Domestic companies increase their chances to dominate their home markets.
D.
Industries become safe from foreign competition.
Which of the following major decisions should a company make immediately after it
decides to operate internationally?
30.
A.
Deciding which markets to enter
B.
Deciding how to enter the market
C.
Deciding on the global marketing organization
D.
Deciding on the global communication program
The BeautyShop, a manufacturer of skin care products, uses only plant-based materials
for its cosmetic products. It supports several environmental protection programs and
movements defending human rights. This accounts for the company’s efforts to build
good will and corporate social responsibility. This
A.
direct marketing
B.
strategic planning
C.
consumerism
D.
sustainable marketing
9
exemplifies th e ________ concept.
Part B
31.
32.
: True or False
Marketing is defined as producing, promoting, and selling products.
A.
True
B.
False
Unlike a production orientated firm, a firm embracing a sales orientation focuses on
customer wants and needs so it can develop the best product at the lowest cost that will
require very little selling effort.
33.
A.
True
B.
False
To be useful, marketing objectives should meet four criteria: realistic, measurable, timespecific, and based on sales.
34.
A.
True
B.
False
A diversification strategy entails increasing sales by introducing new products into new
markets.
35.
A.
True
B.
False
Social change is perhaps the most difficult external variable for marketing managers to
forecast, influence, or integrate into marketing plans.
36.
A.
True
B.
False
Psychography is the study of people’s vital statistics such as their ages and
locations.
A.
True
B.
False
10
37.
If consumer behavior is not well understood, a marketer will not have difficulty
creating an appropriate marketing mix.
38.
A.
True
B.
False
There are several tools marketing managers can use to increase cognitive dissonance,
which enhances consumers’ attitude toward their brand.
39.
A.
True
B.
False
Selective exposure occurs when consumers change information that conflicts with
their feelings or beliefs.
40.
A.
True
B.
False
Maslow’s hierarchy of needs categorizes human needs into four levels: physiological
needs, safety needs, social needs, and esteem needs.
41.
A.
True
B.
False
As products and services are becoming more commoditized, to differentiate their offers,
marketers are creating and managing customer experiences with their brands or company.
42.
A.
True
B.
False
Using internal sources, the company can find new ideas through formal research and
development, or it can pick the brains of employees, from executives to scientists,
engineers, and manufacturing staff to salespeople. This is called exploitation concept.
A.
True
B.
False
11
43.
The first idea-reducing stage is idea screening, which helps spot good ideas and drop
poor ones as soon as possible.
44.
A.
True
B.
False
Value-based pricing reverses the cost-based pricing. The company first assesses
customer needs and value perceptions, and then sets its target price based on
customer’s segment.
45.
A.
True
B.
False
Producers of the main products often price them low and set high markups on the
supplies. This is calls captive product pricing.
46.
A.
True
B.
False
How the channel members add value is reflected in the following scenario: “The role of
marketing intermediaries increases the cost of products made by producers to customers”.
47.
A.
True
B.
False
The “First Moment o f Truth” is the critical three to seven seconds that a shopper
considers a product on a store shelf.
48.
A.
True
B.
False
Specialty stores carry wide product lines with deep assortments within those lines.
A.
True
B.
False
12
49.
The new media range from specialty magazines, cable television channels, and
made-
for-the Web videos to Internet catalogues, e-mail, blogs, blogs, mobile phone content,
and online social networks are considered as highly targeted media that reach mass
customer segments.
50.
A.
True
B.
False
Encoding is the process of putting thought into symbolic form and decoding is the
unplanned static or distortion during the communication process that results in
receivers getting a different message than the one the sender sent.
A.
True
B.
False
13
Part C
:
Short Answer
51.Explain why a public relations campaign can be a more cost-effective option for a
company than an advertising campaign.
(3 marks)
52.
Explain how Coca Cola can conduct its sales promotion through samples?
(3 marks)
53.
Electrolux has chosen to market their vacuum cleaners through direct marketing.
Identify one major advantage for Electrolux to use each of the following direct
marketing techniques:
(a)
Telephone
(1 mark)
(b)
Paper catalog
(1 mark)
(c)
Direct-response television
(1 mark)
54.
List the three value disciplines to gain market leadership positions.
(3 marks)
55.
Internet marketing practices have raised a number of ethical and legal questions. Why is
privacy invasion regarded as the biggest concern in online marketing?
(3 marks)
56.
You are introducing a new chocolate drink product into the market. List the three steps
of competitor analysis that you need to conduct.
(3 marks)
14
V
57.
Identify the three major ways how an apparel company can manage its international
marketing activities.
(3 marks)
58.
Briefly explain the following three product strategies that an ice-cream company can use
when entering a foreign market:
(a)
Straight product extension
(1 mark)
(b)
Product adaptation
(1 mark)
(c)
Product invention
(1 mark)
59.
Briefly describe the following three sustainable marketing principles:
(a)
Consumer-oriented marketing
(1 mark)
(b)
Innovative marketing
(1 mark)
(c)
Sense-of-mission marketing
(1 mark)
60.
A lif is about to buy a watch from an online shop. Based on consumerism, list the three
traditional rights that A lif has as a buyer.
(3 marks)
15