Programme
Cohort
BSc (Hons) Human Resource
BHRM/10/FT
Management
Diploma in Human Resource
BHRM/10/PT
DHRM/10/PT
Management
Examinations for 2010 – 2011 Semester I
/ 2010 Semester II
MODULE: INTRODUCTION TO MARKETING
MODULE CODE: MKTG 1101
Duration: 2 Hours 15 Minutes
Instructions to Candidates:
1.
This paper consists of Section A and Section B.
2.
Section A is Compulsory.
3.
Answer any two questions from Section B.
4.
Always start a new question on a fresh page.
5.
Total marks 100.
This question Paper contains 5 questions and 5 pages.
Page 1 of 5
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SECTION A: COMPULSORY
QUESTION 1: 40 MARKS
a) Define
market
segmentation
and
briefly
describe
the
demographic,
psychographic and behavioural bases for segmenting markets.
(12 marks)
b) Explain how each of the bases that you have described above can be used to
segment the market for cars.
(9 marks)
c) What are the problems that marketers face in deciding how to segment their
markets?
(6 marks)
d) The aim of customer relationship management is to create not just customer
satisfaction but customer delight. Explain.
(6 marks)
e) Explain the concept of positioning for competitive advantage.
(4 marks)
f) In SWOT analysis, what is the difference between a weakness and a threat?
(3 marks)
Page 2 of 5
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SECTION B: ANSWER ANY TWO QUESTIONS
QUESTION 2: (30 MARKS)
a) Compare and contrast customer needs, wants, and demands. Describe the need
versus the want for the following products: Lucozade, Nike shoes, and iPod.
(9 marks)
b) Name and describe the four product/market expansion grid strategies. KFC is
now rolling out a new Kentucky Grilled Chicken line to add to its traditional fried
chicken line-up. Which growth strategy does this represent?
(10 marks)
c) Describe the major influences on consumers’ purchasing behavior.
(6 marks)
d) In the case of a purchase of a new television set, critically assess the impact of
each of these influences.
(5 marks)
QUESTION 3: (30 MARKS)
a) With respect to the business buying process, explain why for ‘new task’
purchases the buying centre and each of its members are likely to be important.
(5 marks)
b) Can marketers always safely assume that business buyers will use only
economic criteria in selecting their suppliers?
(4 marks)
Page 3 of 5
SBMF20
c) PrenticeHall – which publishes a series of textbooks in management by different
authors – intends to produce a new book on Marketing. Marketing is an area they
have never ventured into until now. The Marketing Textbook will be aimed at
undergraduate students around the world.
Outline a marketing research project with the objective of assessing the demand
for the book.
(12 marks)
d) Describe the product lifecycle concept. Using appropriate examples, explain why
some products go through lifecycles referred to as:
i. styles
ii. fashions
iii. fads.
(9 marks)
QUESTION 4: (30 MARKS)
a) Coca Cola and Pepsi closely compete against each other in most soft drink
markets all over the world. Due to the sluggish nature of sales, marketing
managers at Pepsi in Mauritius have decided to review their pricing strategy in a
bid to compete more effectively against Coca Cola.
i.
Elaborate on the external factors that Pepsi will have to consider whilst
reviewing their pricing strategy.
(9 marks)
ii.
After reviewing their pricing strategy, marketing managers at Pepsi have
decided to initiate a price cut to stimulate demand. Critically analyse the
various strategies Coca Cola could adopt to neutralise Pepsi’s price cut. In
your opinion which will be the most effective counter strategy for Coca
Cola?
(8 marks)
Page 4 of 5
SBMF20
b) Define ‘Integrated Marketing Communications’. Critically discuss the reasons
why more and more companies are adopting the concept of Integrated Marketing
Communications.
(5 marks)
c) Discuss three advantages and three limitations of major media types (such as
television, internet, newspapers, etc) and make justified recommendations on the
media types that may be appropriate for launching a new brand of mobile
phones.
(8 marks)
QUESTION 5: (30 MARKS)
a) Identify and describe the different functions performed by marketing channel
intermediaries.
(8 marks)
b) Where a firm uses ‘direct marketing’ channel, critically evaluate the advantages
and disadvantages of such a channel to a manufacturer.
(9 marks)
c) Explain the concept of ‘societal marketing’.
(5 marks)
d) Explain the major differences between the different types of buying behavior.
(8 marks)
***END OF QUESTION PAPER***
Page 5 of 5
SBMF20