Diploma in Fisheries Enabled Services: Cohort: DFES/07/PT

Diploma in Fisheries Enabled Services
Cohort: DFES/07/PT
Resit Examinations for 2009 – 2010/ Semester I
MODULE: INTRODUCTION TO MARKETING
MODULE CODE: MKTG 1101
Duration: 2 hours and 15 minutes
Instructions to Candidates:
1. Number of questions four (4)
2. Question one in section A is compulsory and carries 40 marks
3. Section B: Three questions, each carries 30 Marks
Attempt any two (2) questions
4. All workings must be shown.
5. Total Marks: 100
This question Paper contains 4 Questions and 5 pages.
Page 1 of 5
SBMF12R
SECTION A: COMPULSORY
QUESTION 1: (40 MARKS)
Marketers know that they cannot appeal to all buyers in their markets or at least not to
all buyers in the same way. Buyers are too numerous, too widely scattered and too
varied in their needs and buying practices. Therefore, most companies today practice
market segmentation, target marketing and market positioning.
i. Define each of these three practices. (6 marks)

ii. Define the following methods of segmenting consumer markets and provide
examples on how each method can be used in the commercial environment:
a. Geographic segmentation
b. Demographic segmentation
c. Psychographic segmentation
(9 marks)
iii. As an independent marketing consultant, you have been asked to advise a client
on the conditions to effective market segmentation. What information would you
give him?
(5 marks)
iv. Explain what you understand by the terms differentiated marketing,
undifferentiated marketing, concentrated marketing and micromarketing.
Use examples to support your explanations.
(8 marks)
v. If you were to launch a new model of mobile phone, what would be your
considerations to choose the most appropriate marketing strategy?
(2 marks)
vi. Explain what you understand by the term marketing mix and summarise its
overall importance to an organisation’s marketing orientation.
(8 marks)
vii. Define the term product positioning.
(2 marks)
Page 2 of 5
SBMF12R
SECTION B: ATTEMPT ANY TWO QUESTIONS
i. Explain the purpose of performing a ‘SWOT analysis’ within strategic planning.

Think about the shopping area near where you live. Assume that you wish to
start a small restaurant in the area. What would you include in your ‘SWOT
analysis’ in order to evaluate the viability of this small business?
(8 marks)
ii. A company’s marketing environment consists of the micro environment (forces
close to the company) and the macro environment (larger societal forces).
a. List four key components of the microenvironment.
b. Explain how each microenvironment component may have an impact on

the operations of a business.
(8 marks)
iii. Distinguish between consumer markets and industrial markets and explain the
differences in marketing approach required in order to satisfy the needs of these
markets.
(8 marks)
iv. Discuss how cultural factors (culture/subculture/social class) may affect
consumer buying behavior.
(6 marks)
Page 3 of 5
SBMF12R
Managers often require marketing research information to make decisions on specific

situations. Data can be gathered using primary or secondary sources.
i. Explain with examples the difference between primary and secondary data.
(4 marks)
ii. What type(s) of research would be appropriate in the following situations and
why?
a. A large mobile phone company is considering where to locate a new store
in a fast growing town.
b. A cosmetic company wants to investigate the decline in sales of their

shampoo line sold in a specific supermarket store.
c. A car manufacturer wants to know if the improvement of design and

performance features would be welcomed by their customers.
(6 marks)
iii. Explain in detail the New Product Development stages and how a car
manufacturer of your choice could use them to introduce a new product, service
or technology.
(20 marks)
Page 4 of 5
SBMF12R
i. Distinguish between Skimming Pricing, Penetration Pricing and Cost Plus

Pricing and explain their suitability as approaches to pricing new products.
(6 marks)
ii. Discuss two internal factors and two external factors to be considered when
setting the price of products and services.
(8 marks)
iii. Explain three promotion techniques that can be used for the sales of a product to
the market.
(6 marks)
iv. Write notes on the following:
a. Exclusive Distribution
b. Deceptive Pricing
c. Viral Marketing
d. Societal Marketing
e. B2C e-Commerce Domain
(10 marks)
***END OF QUESTION PAPER***
Page 5 of 5
SBMF12R

Diploma in Fisheries Enabled Services: Cohort: DFES/07/PT

Uploaded by

Copyright:

Available Formats

Diploma in Fisheries Enabled Services: Cohort: DFES/07/PT

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Diploma in Fisheries Enabled Services: Cohort: DFES/07/PT

Uploaded by

Copyright:

Available Formats

Diploma in Fisheries Enabled Services

Resit Examinations for 2009 – 2010/ Semester I

MODULE: INTRODUCTION TO MARKETING

MODULE CODE: MKTG 1101

Duration: 2 hours and 15 minutes

QUESTION 1: (40 MARKS)

i. Define each of these three practices. (6 marks)

QUESTION 2: (30 MARKS)

i. Explain the purpose of performing a ‘SWOT analysis’ within strategic planning.

a. List four key components of the microenvironment.

b. Explain how each microenvironment component may have an impact on

Managers often require marketing research information to make decisions on specific

b. A cosmetic company wants to investigate the decline in sales of their

c. A car manufacturer wants to know if the improvement of design and

i. Distinguish between Skimming Pricing, Penetration Pricing and Cost Plus

END OF QUESTION PAPER

You might also like