BBA1201 Principles of Marketing Open Book Exam

FACULTY OF BUSINESS & MANAGEMENT
FINAL SEMESTER EXAMINATION – September 2020.
MODULE CODE: BBA1201
MODULE NAME: Principles of Marketing
TIME ALLOWED: 24 Hours

MATERIALS PERMITTED: Open Book Examination
MATERIALS PROVIDED: Examination Paper (soft copy)
TOTAL MARKS: 100 Marks
INSTRUCTIONS TO CANDIDATES
(i) This is an Open Book Take Home Examination.
(ii) It is recommended that before beginning to type/write, you name and save the
document under your REGISTRATION NUMBER, MODULE CODE AND
MODULE NAME e.g. VU-BIR-1509-0009, BIR100, Introduction to International
Relation.
(iii) Write/Type your student ID number at the bottom of every page (as a footer).
(iv) Read each question carefully before beginning to type/write your answers.
(v) Review the grades assigned to each question of the examination and allocate your
time accordingly.
(vi) Review your answers carefully before submitting your examination to
[email protected] and copying (cc) to [email protected]
(vii) Answer all the four questions.
Page 1 of 3
Open book exam
Malcolm
Malcolm recently graduated from Victoria University with a bachelor’s degree in Business
Administration. During the time of his studies, he studied among several modules, the concepts
and skills related to marketing, entrepreneurship, accounting, among other areas of study.
In the recently concluded interviews with Uganda Grain Millers (UGM), Malcolm emerged the
successful candidate to start up a new wheat flour product that he is mandated to ensure that it is
taken through all the basics required to bring up a new product on the market. These basics
include but not limited to; carrying out marketing research to establish the potential market
share, segment the market in anticipation of the different needs of the prospective customers.
This means that Malcolm has to take the product through the necessary steps of new product
development process, and so to speak, must ensure that the 4 Ps are adhered to, at the stage when
the product gets established in the marked and gets embedded on the minds of the customers.
Important to note for Malcolm is that, UGM has had several other products made from maize,
millet, barley and their performance in the Ugandan market is doing well. So this will be another
product to extend the product line of UGM. Moreover, wheat flour in Uganda is mostly imported
from Europe and Asia, which makes the quality of the current quality of the wheat flour to be at
the international standards, the level to which Malcolm is expected to have the wheat flour brand
launched.
You have been brought in as a consultant at (UGM) to ensure that Malcolm gets the necessary
guidance in the next two years until the product gets the necessary positioning in the market.
Using the following four questions; assist Malcolm to succeed in the market by offering all the
necessary guidance.
Question one
a) Guide Malcolm about carrying out marketing research process that he is expected to carryout
to as part of the requirements to introduce the new product. (6 marks)
b) Suggest to Malcolm at least 3 methods of carrying out marketing research to that will help
identify the availability of the market share brand and demonstrate how this can be done.
(7 marks)
c) Explain why is it important for Malcolm to know the purpose of a brand extension, the
reason for the wheat product he is dealing with right. (6 marks)
d) Suggest at least two basic types of packaging that Malcolm can use for his product and
justify why. (6 marks)
Total 25 marks
Question two
Page 2 of 3
a) In your view, do you think the concepts; “segmentation, targeting and positioning or the STP
model, are relevant to Malcolm? Justify your answer. (6 marks)
b) Suggest at least three types of segmentation that Malcolm can use to promote the new wheat
brand and give two a reason for each of the types chosen. (6 marks)
c) Explain how the situation of the unique selling point (USP) can arise during the positioning
of the wheat flour brand Malcolm is currently involved. (6 marks)
d) Discuss how Malcolm will use the Marketing Information System (MIS) knowledge in
carrying out business. (7 marks)
Total 25 marks
Question three
a) Demonstrate to Malcolm how he can make use to the stages of new product development
process, indicating relevant marketing strategies at each stage. (7 marks)
b) With relevant illustrations, explain how the pricing strategy matrix can guide Malcom on
marketing the wheat flour at the various stages of the product life cycle of a product.
(6 marks)
c) Explain which distribution channels will be usefulness to Malcolm’s situation. (6 marks)
d) Using at least three integrated marketing communication (IMC) factors, demonstrate how
Malcolm will use these factors to ensure success in marketing of the new wheat flour
product. (6 marks)
Total 25 marks
Question four
a) Examine at least three ethical issues in marketing and demonstrate how these will help
Malcolm and UGM to push all their products in the market. (6 marks)
b) Explain how Malcolm and UGM can use internet marketing in creating awareness for their
products. (6 marks)
c) Suggest ways how digital marketing will improve performance of the wheat flour brand,
especially at the time of the launch of the product. (6 marks)
d) Suggest at least three ways how marketing environmental scanning will contribute to
Malcolm’s market awareness before the launch and during the actual marketing of the
product. (7 marks)
Total 25 marks
Page 3 of 3

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FACULTY OF BUSINESS & MANAGEMENT

FINAL SEMESTER EXAMINATION – September 2020.

MODULE CODE: BBA1201

MODULE NAME: Principles of Marketing

TIME ALLOWED: 24 Hours

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