I VE R S I TY
. P A U L ’S
S T
UN
SE R
TY
VANT
S OF GO D AND HUMANI
St. Paul’s University
Information and Computer Science Department
End Semester Examination Series
BMA 1211– Brand management 1
Final Exam
Time: 3 Hours
INSTRUCTOR:
INSTRUCTIONS TO CANDIDATES:
Please read the following instructions carefully before attempting any question:
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•
The duration of this examination is 150 minutes .
•
All questions are compulsory.
•
You are required to show all the working of short questions as
well as Descriptive questions.
•
This examination is closed book, closed notes, closed neighbors.
•
Do not ask any questions about the contents of this examination from anyone.
•
The use of calculator is allowed.
•
You may wish to pace yourself with your own watch, but the Supervisor
will be the official timekeeper of the test.
•
Failure to comply with the Supervisor's directions will result in your test
being cancelled. Please comply with supervisor's directions to avoid any
unpleasant event.
PART ONE
Read the question and select the most appropriate answer out of the four given choices.
Tick your choice in the given space in the answer booklet.
Question 1.1
An organization with a ______ orientation assumes that customers will resist purchasing
products not deemed essential. The job of marketers is to overcome this resistance through
personal selling and advertising.
a) Production
b) Marketing
c) Relationship
d) Sales
Question 1.2
Moral philosophies/principles that define right or wrong behavior in marketing is known as:
a)
b)
c)
d)
Corporate Social Responsibility
Marketing Myopia
Marketing ethics
None of the above
Question 1.3
Ethical environment refers to:
a) The rules of conduct and moral principles governing the behavior of
marketing activities.
b) Bargaining power of suppliers, bargaining power of share holders’
threats of new substitutes, bargaining power of public and bargaining
power of buyers.
c) The rules of conduct and moral principles governing the behavior of
competitor activities.
d) Issues related to the marketer interact with and affects the natural
environment or the ecology.
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Question 1.4
Mr. Fernando who acts as an insurance agent visited ABC Ltd., with the hope of persuading a
few members of the staff to purchase his product and was prevented by the secretary from
meeting them. In the above instance the secretary acted as
a)
b)
c)
d)
a Buyer
a Decider
an Influencer
a Gatekeeper
Question 1.5
A student carries out a research which includes a detailed study of Consumer Trends, Lifestyles
and Purchase Habits. How would you term this type of a research?
a)
b)
c)
d)
Product Research
Market Research
Price Research
Consumer Research
Question 1.6
Target Marketing begins with a three-stage process; the first stage begins with:
a)
b)
c)
d)
Choosing which segments to target
Identifying possible positioning concepts
Identifying segmentation variables and developing profiles of those segments
Evaluating the attractiveness of each segment
Question 1.7
A company marketing coffee has identified that coffee is most often consumed in the mornings.
However, they would like to change this and make the drink acceptable during other time
periods during the day. Which form of segmentation would they need to work with and establish
a strategy reflective of their desires?
a)
b)
c)
d)
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Gender Segmentation
Benefit Segmentation
Occasion Segmentation
Age and Life-cycle Segmentation
Question 1.8
In the diffusion of innovation process the second group of new product adopters, representing
13.5% of the total market, is called:
a) Early Majority
b) Innovators
c) Laggards
d) Early Adopters
Question 1.9
ECB Ltd experiences the following with regard to one of its products:
Sales begin to decline as the market becomes saturated, and the product becomes obsolete.
Unit costs may increase and the product is a loss maker.
Identify the correct stage of the product life cycle that can be attributed to the above mentioned
product.
a) Growth Stage
b) Introduction Stage
c) Maturity Stage
d) Decline Stage
Question 1.10
At which stage of the new product development process will the organization assess the Target
Market and all aspects of the marketing mix to be implemented:
a) Idea Generation
b) Idea Screening
c) Marketing Strategy Development
d) Test Marketing
Question 1.11
The key requirement of extending the traditional 4 P marketing mix to 7 P extended
marketing mix is:
a) The advent of e-commerce into the marketing equation creating issues
for marketers to manage its marketing activities with the existing
marketing mix
b) The intensity of competition
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c) The advent of service into the marketing equation creating issues for
marketers to mange service situations with the existing marketing mix.
d) The environmental changes created issues for marketers to manage its
marketing activities with the existing marketing mix
Question 1.12
Breakeven point is calculated as:
a)
b)
c)
d)
Total Fixed cost/Contribution per unit
Total Fixed cost/Variable cost per unit
Variable cost per unit/Contribution per unit
Profit/Contribution per unit
Question 1.13
When a truly innovative product is introduced to the market which does not have any substitutes
and which carries less price elasticity of demand, what will be the best pricing strategy a
Marketer could use?
a)
b)
c)
d)
Psychological Pricing Strategy
Market Penetration Pricing Strategy
Value based Pricing Strategy
Market Skimming Pricing Strategy
Question 1.14
The key aspects of Physical Distribution Management are:
a) Order Processing, Warehousing, Inventory Management, and
Transportation
b) Order Processing, Quality Control, and Transportation
c) Inventory Management, Quality Control, Order Taking, and
Transportation
d) Manufacturing, Quality Control, Warehousing, and Transportation
Question 1.15
The starting point for developing an advertising campaign is:
a)
b)
c)
d)
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Identifying the target market
Defining advertising objectives
Understanding the firm's marketing strategy
Setting the advertising budget
Question 1.16
The Public Relations departments of XYZ group of companies communicate with a range of
‘Publics’. Which of the following would not be included in their public?
a)
b)
c)
d)
The media
Customers, suppliers, distributors
The company employees
All of the above would be included
Question 1.17
There are many methods available for a marketer to decide on its communication budget. The
method, where the organization sets its budget on what it wants to accomplish with
communications is known as:
a) Affordable Method
b) Objective and Task Method
c) Competitive Parity Method
d) Percentage of Sales Method
Question 1.18
The SWOT analysis allows the marketer to gain a competitive advantage over the
competitors by the “Matching Principle”. The Matching Principle is about:
a)
b)
c)
d)
Converting weakness to threats and converting strengths into opportunities
Converting weakness to strengths and converting threats into opportunities
Converting weakness to strengths and converting opportunities into threats
None of the above
Question 1.19
Ansoff’s matrix is a strategic marketing tool used to plan for:
a)
b)
c)
d)
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New Product Development
Product Life-cycle Changes
Business Growth
Product Positioning
Question 1.20
A systematic examination of a firm’s marketing g environment, objectives, strategies, and
activities, with a view to identifying key strategic issues and opportunities, is called:
a)
b)
c)
d)
Marketing Audit
Control Process
SWOT Analysis
None of the above
(1.5 Marks 20 = 30 Marks)
PART TWO
Answer all questions
Question 2.1
Describe the range of marketing mix elements that you could use in order to communicate with
your customers.
(05 marks)
Question 2.2
In identifying the target audience for marketing communications, an image analysis plays a vital
role. Explain briefly the importance of carrying out an image analysis for this purpose. (05
marks)
Question 2.3
Briefly explain the key stages involved in planning and developing an effective communication
campaign for your organization. (15 marks)
Question 2.4
One of the most frequently used communication process model is the AIDA model. Briefly
explain how marketers use this model effectively in taking the consumer through an effective
communication process in order to achieve its communication objectives. (05 marks)
(Total 30 marks)
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PART THREE
Answer a total of 2 questions from this part
Question 3
Organizations which follow the marketing concept are said to be marketing-oriented. Marketing
orientation means being driven by customer needs. The philosophical idea underlining all
marketing thought is that corporate success comes from satisfying customer needs.
a) Explain what you understand by the term “marketing orientation” in the context of the
above statement and discuss the steps involved in establishing a marketing orientation
approach to an organization. (10 marks)
b) Discuss the anticipated benefits of implementing the marketing concept and identify some
of the problems/difficulties marketers may face in implementing this concept. (10 marks)
Question 4
a) Explain the target marketing process and state why marketers tend to choose the target
marketing process as against mass marketing and mass customization. (08 marks)
b) Identify and briefly explain a suitable set of segmentation variables/bases for segmenting the
education market in Sri Lanka and identify two potential segments that you would like to
recommend to the government to encourage private sector participation. (12 marks)
Question 5
a) Identify and explain briefly the 3 broad types of new product categories and list three reasons
for introducing new products. (08 marks)
Explain the key stages of the New Product Development (NPD) process with relevant examples
and identify four reasons why NPD fails. (12 marks)
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