s
Brighton Business School
Undergraduate Programmes
BSc(Hons) Business/Business Management
BSc(Hons) Business/Management with Marketing
BSc(Hons) Business/Management with HRM
BSc(Hons) Business/Management with Economics
BSc(Hons) Business/Management with Finance
BSc(Hons) International Business
American Exchance
Level Four Examination
June 2014
MK187: Principles of Marketing
___________________________________________________________________________
Instructions to candidates:
Time allowed: 2 Hours
Rubric: You are required to answer FOUR questions from a total of six.
Question structure: Each question consist of 3 independent parts (a, b, c - 10, 10, 5 marks)
Nature of Examination: Closed Book/Unseen
Allowable Materials: None
Page 1 of 3
MK187: Principles of Marketing
(May/June 14)
Question 1
a)
What is “behavioural segmentation”? Explain using examples from the product category
“soup”.
(10 marks)
b)
What is the “anatomy of the product”? Explain using the example of a can of Campbell’s
Chicken soup.
(10 marks)
c)
What is the difference between a “manufacturer brand” and a “retailer brand”? Explain using
the example of soup.
(5 marks)
(Total: 25 marks)
Question 2
a)
Draw the “Product Life Cycle”, naming each stage and explaining how the PLC is used in
managerial decision making.
(10 marks)
b)
Draw the BCG matrix, naming each quadrant and explaining how the BCG matrix can be
used when making portfolio management decisions.
(10 marks)
c)
Draw Porter’s five-forces model. You must name each force but no further explanation is
needed.
(5 marks)
(Total: 25 marks)
Question 3
a)
What is “price elasticity”? Why is this such an important concept for the marketeer?
(10 marks)
b)
Explain the 7P model and discuss in which circumstances the 7P model is more useful than
the 4P model.
(10 marks)
c)
What are the five elements of the “promotion mix”? Each element must be named but no
further explanation is needed.
(5 marks)
(Total: 25 marks)
Page 2 of 3
MK187: Principles of Marketing
(May/June 14)
Question 4
a)
Apart from sales promotion, what is the main purpose of loyalty schemes like the “Nectar
card” or “Tesco card” program? Explain using the example of a supermarket chain.
(10 marks)
b)
What are the advantages and disadvantages of using celebrities in advertising campaigns?
Discuss using a real-world example.
(10 marks)
c)
Draw the Ansoff matrix. Name all axes and quadrants. No further information is needed.
(5 marks)
(Total: 25 marks)
Question 5
a)
Name the three “generic strategies” proposed by Michael Porter. For each strategy explain
what it entails and give an example of a company using this particular strategy.
(10 marks)
b)
What is a “market penetration”? Provide a formula to calculate market penetration and
explain how it is used as a marketing metric (what does it measure)?
(10 marks)
c)
What is the “AIDA” model? Explain what each letter stands for and how this model can be
used when constructing a promotion campaign.
(5 marks)
(Total: 25 marks)
Question 6
a)
Compare the “PEST” and “STEEPLE” models and explain how the extra elements in the
STEEPLE model are already integrated in the PEST model.
(10 marks)
b)
Provide a PEST analysis for the company Apple, giving at least two relevant elements for
each P,E,S and T environment. Give a short explanation of each of your choices.
(10 marks)
c)
Give three reasons why “Apple” would actually have been considered an INSANELY BAD
brandname to put on a new company/product if you had asked a marketing expert 40 years
ago. Explain your reasoning.
(5 marks)
(Total: 25 marks)
Page 3 of 3
MK187: Principles of Marketing
(May/June 14)