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Brighton Business School
Undergraduate Programmes
BSc(Hons) Business/Business Management
BSc(Hons) Business/Management with Economics
BSc(Hons) Business/Management with Finance
BSc(Hons) Business/Management with Marketing
BSc(Hons) Business/Management with HRM
BSc(Hons) International Business
Level Four Examination: June 2015
MK187: Principles of Marketing
_________________________________________________________________________________
TIME ALLOWED: 1 HOUR
1.
The examination paper consists of 40 questions. Each question offers a choice of four
answers, indicated (a), (b), (c) and (d) of which ONLY ONE answer is correct. You must
select only one answer.
2.
Each correctly answered question will be awarded 2.5% of the total mark and you are
required to attempt ALL the questions.
3.
You must submit your answers on the EDPAC sheet provided. No other form of answer
sheet is acceptable. Clearly indicate only one answer against each question.
4.
You must use a PENCIL (as provided) to mark on the answer sheet.
5.
The EDPAC sheet must clearly indicate your name, student registration number and the
module code.
6.
The numbers on the EDPAC sheet correspond to the question numbers in the
examination paper and you should indicate your answer to each examination question
against its corresponding number in the EDPAC sheet. Use a pencil to make a
HORIZONTAL LINE (--) on the EDPAC sheet to clearly indicate your choice of answer for
each question.
7.
Failure to comply exactly with instructions 3 to 6 above could affect your examination
grade or result in a zero grade being awarded.
QUESTION PAPERS MUST NOT BE REMOVED FROM THE EXAMINATION HALL
Nature of Examination: Closed Book/Unseen
Allowable Materials: None
Page 1 of 12
MK187: Principles of Marketing
June 2015
1.
Which one is not part of the purchasing role?
A
gatekeeper
B
decider
C
manipulator
D
user
2.
Someone who is among the very first to buy a new product is called:
A
an inventor
B
a laggard
C
an innovator
D
an early adopter
3.
The increasing move towards selling direct to customers rather than through intermediaries is
known as:
A
disinformation
B
channel proliferation
C
disintermediation
D
channel convergence
4.
According to Drucker, businesses only have which two central functions?
A
marketing and finance
B
marketing and human resources
C
marketing and operations management
D
marketing and innovation
Page 2 of 12
MK187: Principles of Marketing
June 2015
5.
According to Ansoff’s matrix, the strategy of selling more existing products to existing customers
is the strategy of:
A
market penetration
B
diversification
C
market development
D
differentiation
6.
The way in which products reach target markets is known as a:
A
promotional route
B
marketing source
C
distribution channel
D
marketing channel
7.
Businesses sometimes set different prices for different customers for the same product. This
pricing policy is known as:
A
loss leading
B
price discrimination
C
rip-off pricing
D
price taking
8.
Full nest “1” is one of the stages of:
A
segmenting a market
B
the family lifecycle
C
behavioural segmentation
D
Maslow’s hierarchy
Page 3 of 12
MK187: Principles of Marketing
June 2015
9. Which of these is an advantage of using market segmentation?
A
it saves the business money by avoiding the need for TV advertising
B
it allows the business to charge higher prices
C
it allows the business to target its communications strategies more effectively
D
it lets a business invest more in its production operations
10.
Which of the following is an example of an external constraint upon a businesses marketing
objectives?
A
the business does not have the cash resources to fund a major new adverting campaign
B
the exchange rate is making the organisations products too expensive in target export markets
C
the production department cannot increase capacity to meet higher sales targets
D
the human resources department are finding it hard to recruit suitability skilled employees
11.
Taking advantage of a sharp increase in demand for a new product by increasing the price is
called:
A
fundamental pricing
B
price skimming
C
original pricing
D
movement pricing
12.
The product life cycle has five stages. Which one of the following is not a term used in the
standard product life cycle?
A
Introduction
B
Decay
C
Maturity
D
Decline
Page 4 of 12
MK187: Principles of Marketing
June 2015
13.
Which of the following is not a part of the promotional mix?
A
sales promotions
B
direct marketing
C
personal selling
D
customer care
14.
Which of the following can used to measure marketing success?
A
profitability
B
sales volume
C
sales value
D
all of the above
15.
According to Fill, the DRIP process of communications is
A
differentiate, remind, inform, persuade
B
differentiate, remind, interest, purchase
C
diversify, realign, inform, persuade
D
develop, reassure, inform, persuade
16.
A business that is trying to increase its market share to become the market leader is often
referred to as a:
A
cash cow
B
me too business
C
rising star
D
challenger
Page 5 of 12
MK187: Principles of Marketing
June 2015
17.
Products can be analysed at different levels. Which of the following are the original three levels
of product as identified by Levitt in 1969:
A
Core, tangible, augmented,
B
Core, primary, tangible
C
Primary. secondary, tangible
D
Effective, augmented, primary
18.
The main purpose of marketing is thought to be which of the following?
A
Selling
B
Making people buy things
C
Anticipating and satisfying needs and wants
D
Promotion
19.
According to the Boston Matrix, what category refers to products that are potentially very
profitable but which need investment in elements of the marketing mix?
A
cash cows
B
stars
C
dogs
D
problem children
20.
The range of products sold by a business is known as the:
A
product group
B
product plan
C
brand mix
D
product mix
Page 6 of 12
MK187: Principles of Marketing
June 2015
21.
Which of the following is not included in Booms and Bitners (1981) extended marketing mix?
A
people
B
process
C
packaging
D
physical evidence
22.
Porters 5 Forces model considers the dynamics between
A
potential entrants, suppliers, buyers, substitutes, existing competitive rivalry
B
potential entrants, wholesalers, customers, international alternatives, the company
C
market structure, suppliers, buyers, substitutes, government policy makers
D
substitutes, customers, economic factors, existing competitive rivalry, suppliers
23.
The way in which firms try to create differences between their products and those of competitors
is known as:
A
product branding
B
product promotion
C
product mixing
D
product differentiation
24.
Businesses used to divided up groups of customers using terms like ‘working class’, ‘middle
class’ and ‘professionals’. What market segmentation term would they now use?
A
demographic segmentation
B
socio-economic segmentation
C
religious segmentation
D
lifestyle segmentation
Page 7 of 12
MK187: Principles of Marketing
June 2015
25.
Ending a price with 99p is an example of:
A
psychological pricing
B
demand pricing
C
customary pricing
D
value pricing
26.
Which of the following methods of market research is not an example of primary research?
A
questionnaires
B
consumer panels
C
a company’s own sales statistics and records
D
test marketing
27.
Which of the following are considered key benefits of digital marketing?
A
increased customer dialogue
B
personalised communications
C
development of customer communities
D
all of the above
28.
Which of the following descriptions provides the best definition of the “marketing mix” ?
A
the way products are priced and packaged
B
the way a business distributes its products through retailers and wholesalers
C
the way products are arranged in a retail store to maximise sales
D
the way a business combines the main marketing elements to ensure products and services
meet the needs and wants of customers
Page 8 of 12
MK187: Principles of Marketing
June 2015
29.
Which of the following is not a consideration of the macro environment
A
environmental
B
competitors
C
political
D
economic
30.
Which of Ansoff’s four marketing strategies represents the highest risk option for a business?
A
market development
B
market penetration
C
product development
D
diversification
31.
When planning advertising and communication formats, a common structure to follow is AIDA.
What does it stand for:
A
attention, interest, desire, action
B
awareness, interest, demand, achieve
C
attention, information, decision, action
D
appeal, interest, design, amuse
32.
An organisation that believes personal selling and advertising are the best way to generate
profits is known as:
A
Product-oriented
B
Sales-oriented
C
Customer focused
D
Relationship-focused
Page 9 of 12
MK187: Principles of Marketing
June 2015
Refer to the scenarios below to answer the following questions:
Scenario 1
Jake is the Head of Market Research at PTB Banking Group, a global financial services organisation.
Jake has just read a general report about the standards of service within a range of service sector
organisations. The report was produced a year ago by the central government's Office for National
Statistics and was based on research from customers of several banks. Jake's immediate task is to
commission further research to ascertain more precisely how PTB's customers feel about the service
they receive and to get their opinions about potential service improvements. Jake has invited two
groups of eight participants to attend facilitated discussion sessions next week.
In addition, Jake wants to understand more clearly the changes inside and outside the organisation
and the impact these are having on PTB’s marketing plans. Ultimately, the objective of Jake's
research is to ensure that PTB develops a more co- ordinated approach in delivering products and
communications to customers.
33.
For PTB the report produced by the government department is an example of which of the
following?
A
Delphi research
B
Internal research
C
Primary research
D
Secondary research
34.
The further research commissioned by Jake is an example of which of the following?
A
Competitor research
B
Qualitative research
C
Quantitative research
D
Service research
Page 10 of 12
MK187: Principles of Marketing
June 2015
35.
The research technique used by Jake to undertake the further research is known as which of the
following?
A
Experiment
B
Focus group
C
Mystery shopping
D
Observation
36.
Which of the following would help Jake to get a better understanding of the changes inside and
outside the organisation?
A
ACORN
B
Ansoff matrix
C
Environmental scanning
D
SOSTAC
Scenario 2
Claire is a marketing manager at ChocoLite, a manufacturer of low sugar confectionary primarily
aimed at consumers who have diabetes. The majority of customers order the products directly from
ChocoLite via their website although some items are available at selected heath food stockists such
as Holland and Barrett. Over the next six months, ChocoLite are looking to expand their distribution
channels, offering their products through a broader range of retailers and supermarkets. In addition,
they are also planning on offering their products to a new consumer group, targeting the gym and
fitness market. As part of this strategy, Claire is considering a short term price reduction to increase
new consumer trial in the products.
37.
ChocoLite’s current product strategy could be considered to be which of the following:
A
focused
B
selective
C
diversified
D
broad
Page 11 of 12
MK187: Principles of Marketing
June 2015
38.
ChocoLite’s decision to distribute through a boarder range of retailers and supermarkets is an
example of which strategy?
A
disintermediation
B
desparation
C
reintermediation
D
direct distribition
39.
Which of the following pricing strategies is Claire considering implementing?
A
cost plus pricing
B
penetration pricing
C
going rate pricing
D
promotional pricing
40.
The move into the gym and fitness market is an example of which marketing strategy?
A
market development
B
market penetration
C
international marketing
D
diversification
Page 12 of 12
MK187: Principles of Marketing
June 2015