DBS 5048
PRINCIPLES OF MARKETING
x DECEMBER 2011
SECTION A: TRUE/FALSE QUESTIONS (TOTAL 20 MARKS)
1. Marketing is both an art and a science; and there is constant tension between the
formulated side and the creative side.
2. The following are entities which are commonly marketed: goods, services, distances,
ideas, and information.
3. Wants are shaped by one’s society.
4. The customer value triad is made up of a combination of price, quality, and service.
5. Under the marketing concept, the key to achieving organizational goals is being more
effective than competitors in creating, delivering, and communicating superior
customer value to your target markets.
6. The societal marketing concept takes the marketing concept one step further by
considering long-run societal welfare.
7. According to the value chain, every firm is a synthesis of activities performed to
design, produce, market, deliver, support, and recycle its products.
8. Good mission statements focus on a limited number of goals and define the
company’s major competitive spheres.
9. Small companies can engage in marketing research in a number of creative and
affordable ways, including using the Internet or taking advantage of local university
students who need business projects.
10. Culture is the most fundamental determinant of a person’s wants and behavior.
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DBS 5048
PRINCIPLES OF MARKETING
Name : __________________________________
ID
x DECEMBER 2011
GROUP: ___________________
: __________________________________
Answers:
SECTION A (TOTAL 20 MARKS)
1.
6.
T
T
2.
7.
F
F
3.
8.
T
T
4.
9.
T
T
5.
10.
T
T
SECTION B: SHORT ESSAYS (TOTAL 80 MARKS)
1. What is “Marketing”?
(1 marks)
Marketing is managing profitable customer relationships. A social and managerial
process by which individuals and groups obtain what they need and want through
creating and exchanging products and value with others.
Or
Marketing is the delivery of customer satisfaction at a profit. It is a process by which
individuals and groups obtain what they need and want through creating and exchanging
products and value with others.
2. Explain and indicate the relationship among “need”, “want” and “demand”.
(6 marks)
Need:
State of felt deprivation including physical, social, and individual needs.
Wants:
Form that a human need takes, as shaped by culture and individual personality.
Need + Buying Power = Demand
Wants + Buying Power = Demand
3. List down any four (4) concepts of marketing management philosophies.
a) Production concept
b) Product concept
c) Selling concept
d) Markeing concept/Societal
marketing concept
(4 marks)
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DBS 5048
PRINCIPLES OF MARKETING
x DECEMBER 2011
4. List down four (4) marketing mix.
(4 marks)
a) Price
c) Product
b) Promotion
d) Place
5. Give definitions and examples of “customization” and “customerization”.
(4 marks)
Customization - The company custom designs the market offering for the customer.
Example – Facebook.com
Customerization - The customer designs the market offering and the company makes it.
Example – My M&M
6. List down any six (6) Cs of effective website design.
a) Context
b) Content
c) Community
d) Customization
e) Communication
f) Connection/Commerce
(6 marks)
7. List down four (4) E-marketing domain.
(4 marks)
a) Business to Consumer (B2C)
b) Business to Business (B2B)
c) Consumer to Consumer (C2C)
d) Consumer to Business (C2B)
8. Explain 3 essential ways for business portfolio planning
(6 marks)
1) Analyze its current business portfolio or Strategic Business Units (SBU’s) –
portfolio analysis
2) Decide which SBU’s should receive more, less, or no investment
3) Develop growth strategies for adding new products or businesses to the portfolio
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DBS 5048
PRINCIPLES OF MARKETING
9. Indicate the product/market expansion grid with a Figure/Diagram
10. Indicate the marketing process with a Figure/Diagram
x DECEMBER 2011
(8 marks)
(17 marks)
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DBS 5048
PRINCIPLES OF MARKETING
x DECEMBER 2011
11. List down any six (6) company’s internal environment for marketing.
a) Top management
b) Finance
c) R&D
d) Purchasing
e) Manufacturing
f) Accounting
12. List down any four (4) types of customer markets.
(6 marks)
(4 marks)
a) Consumer markets
b) Business markets
c) Reseller markets
d) Government markets/International
markets
13. List down six (6) major forces in the company’s macroenvironment.
a) Demographic forces
b) Economic forces
c) Natural forces
d) Technological forces
e) Political forces
f) Cultural forces
14. List down any four (4) key Malaysian demographic trends.
(6 marks)
(4 marks)
a) Changing age structure
b) Changing Malaysian family
c) Geographic shifts/Multi racial &
religious
d) Better educated/more white-collar
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