CORK INSTITUTE OF TECHNOLOGY
INSTITIÚID TEICNEOLAÍOCHTA CHORCAÍ
Autumn Examinations 2015
Module Title: Introduction to Marketing
Module Code:
School:
MRKT 6004
School of Business
Programme Title:
Bachelor of Business Studies
Bachelor of Business (Honours) in International Business
with Language
Higher Certificate in Business Studies
Bachelor of Business in Business Administration
Bachelor of Business (Honours) in Marketing
Bachelor of Science in Craft Technology (WOOD) with
Business
Bachelor of Business in Management (ACCS)
Programme Code:
BBUSS_7_Y2 / BBUSS_7_Y1
BBUSA_6_Y2
BBUSE_6_Y2
BBADM_7_Y2
BMRKT_8_Y1
ECTWB_7_Y2
BIBLA_8_Y1
BMNGT_7_Y2
External Examiner(s):
Internal Examiner(s):
Anne Masterson
Ms. L. Scannell, Ms. M. McManus, Mr. S Donovan,
Ms. O. Murphy O ‘Dwyer, Dr. S. O’ Mahony,
Ms. Ann-Marie O Donoghue
Instructions:
Answer any TWO questions. All questions carry equal marks.
Use examples and diagrams where appropriate.
Please put your lecturer’s name and your class group on your
answer handbook.
Duration:
2 Hours
Sitting:
Autumn 2015
Requirements for this examination:
Note to Candidates: Please check the Programme Title and the Module Title to ensure that
you have received the correct examination paper.
If in doubt please contact an Invigilator.
Page 1 of 2
Q1. “The twofold goal of marketing is to attract new customers by promising superior value
and to keep and grow current customers by delivering satisfaction”, (Armstrong et al, 2009)
Drawing on your knowledge of marketing, explore this statement. Use examples to illustrate
your answer where appropriate.
(50 marks)
Q2. ‘Marketing research is the process of designing, gathering, analysing, and reporting
information that may be used to solve a specific marketing problem’ (Burns and Bush, 2006).
Discuss the stages involved in the marketing research process.
(50 marks)
Q3. Competitor analysis is an important part of the strategic planning process.
(a) Outline the important roles that it plays in the process.
(10 marks)
(b) Competitor analysis may be carried out by asking five key questions. Describe these
questions and show how the process will benefit a company.
(40 marks)
(50 marks)
Q4. Briefly explain any five of the following terms:
a) Market segmentation
b) Positioning
c) Relationship marketing
d) Targeting
e) Primary research
f) Environmental Scanning
(50 marks)
Page 2 of 2