Revision Paper 2022

School of Business & Leisure
RESIT EXAMINATION PAPER
PROGRAMME Business Management

Module: Entrepreneurial Marketing &
Marketing and Customer Relations
Module Code: BM-4MS-60
DATE: XXth NOVEMBER 2018 (tba)
TIME ALLOWED: 2 HOURS 30 MINUETS

15 MINUETS (reading time)
Instructions to Candidates:
1. You are allowed 15 minutes reading time before the examination begins during
which you should read the question paper and, if you wish, highlight and/or make
notes on the question paper. However, you will not be allowed, under any
circumstances, to open the answer book and start writing or use your calculator
during the reading time.
2. You are strongly advised to carefully read ALL the question requirements before
attempting the question concerned (that is all parts and/or sub-questions).
3. Do NOT open this paper until instructed by the supervisor

4. The paper is in three sections: A, B C
5. This question paper must not be removed from the examination hall.
Section A: Answer all ten multiple choice questions (2 marks each)

1. The marketing function in a business organization is a task of the……………….
A. Public Relations department

B. Brand Manager
C. Human Resources department
D. Everyone
2. Which one is not a reason for STEEPLE ANALYSIS?
A. A tool for understanding the environment

B. Helps to recognize the opportunities and threats that lie within it.
C. Take advantage of opportunities and minimize threats
D. None
3. Market brand position can be determined using
A. Success positioning
B. Perceptual mapping
C. Market Targeting
D. Market Segmentation
4. When tracing the development of marketing as a way of doing business which

one is not an orientation?
A. ethics /sustainable marketing

B. marketing
C. product
D. place
5. Decision making process of a consumer is influenced by an interdisciplinary complex

which does not include,
A. Individual
B. Situational
C. Customer Satisfaction
D. Marketing Mix
6. The Ansoff Product-Market Matrix offers growth strategies which one is not one of
the strategies
Page 2 of 7
A. Diversification
B. Market Penetration
C. Business Portfolio
D. Product development
7. A target market is the ………………………………………of a market that a business has

chosen to serve
A. Place
B. Multivariable
C. Chosen segment
D. Space
8. Integrated marketing communication (IMC) involves a careful integration and

coordination of a business’s many communication channels to deliver a
………………………………… message about the products and services of the business
itself. Which one of the following words does not fill the gap in the above statement?
A. Consistent
B. Clear
C. Compelling
D. Channel
9. Mobile Marketing is creation and delivery of marketing communication messages using

mobile phones, smartphones or tablet computers. Some advantages include,
A. Online directory
B. Targeted and personalized
C. Time flexible
D. Cost effective
10. Management Information Systems aids marketers in carrying out research to enable
them ……………………….
A. Make marketing decisions

B. Improve their sales
C. Attract better employees
D. Earn a profit
Page 3 of 7
11. The gathering preliminary information to assist in defining the problem defines which
type of research
A. Descriptive
B. Casual
C. Quantitative
D. Exploratory
12. A …………………………………. is an individual who buys goods and services for his or her
own use, for household use, for the use of a family member or a friend.
A. Customer
B. Consumer
C. Marketer
D. Salesperson
13. Which one of the following is not a distinct stage of the consumer decision making
process?
A. Need recognition
B. Information research
C. Evaluation of alternatives
D. Customer satisfaction
14. Which of the following is a group of business that markets goods that are close
substitutes for each other?
A. Industry
B. Portfolio analysis
C. Value chain
D. Entrant
15. Which one of the following is not part of the 4 P’s of marketing mix?
A. Place
B. Promotion
C. Policy
D. Price
16. Cost leadership is a business phenomenon achievable by many practices

including ……………………….
A. Market testing
B. Optimal employee utilization
C. Economies of scale
D. Opening long hours
Page 4 of 7
17. Which of the following is not a characteristic of a good website
A. Continual update
B. Easy to navigate
C. Offer-shallow information
D. Load quickly
18. ……………………………. is when manufacturers combine with retailer

/supplier/customer to fund advertising activity
A. Product advertising
B. Markdown event advertising
C. Institutional advertising
D. Co-operative advertising
19. Which of the following is not one of the C’s of effective communication
A. Correctness
B. Courtesy
C. Cost
D. Conciseness
20. When the priority is to compete against powerful international competitors especially
from the far East and USA the approach to marketing is at a
A. World scale
B. African scale
C. Regional scale
D. National scale
(Total marks: 40)
Section B: Answer a choice of 2 out of 4 questions
Page 5 of 7
1. Define consumer buying behaviour and briefly describe factors consumers consider
before making a purchase.
2. Competitor analysis is a technique utilised by marketers. Explain the importance of

competitor analysis and outline the steps involved in carrying out the technique.
3. Define branding and by use of examples explain its importance in marketing.
4. List any 10 advantages of IMC.
(Total: 20 marks)
Section C: Answer all questions
Page 6 of 7
1. With the net, a new way of conducting business is available, but it doesn’t change
the laws of business or most of what really creates a competitive advantage. The
fundamentals of competition remain unchanged.
a) List and discuss the benefits of e- marketing (5s). (10 marks)
b) List and discuss the driver’s internationalisation for a local shoes manufacturing
company in Botswana. (10 marks)
2. McDonalds is going to open a franchise in Botswana soon. You as a marketing

consultant have been chosen to analyse the macro marketing environment for them.
Using the STEEPLE Analysis to scan the macro environment of Botswana give a
detailed report to McDonalds. (20 marks)
(Total: 40 marks)
End of paper
(Total marks: A, B and C 100 marks)
Page 7 of 7

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School of Business & Leisure

RESIT EXAMINATION PAPER

PROGRAMME Business Management

DATE: XXth NOVEMBER 2018 (tba)

TIME ALLOWED: 2 HOURS 30 MINUETS

3. Do NOT open this paper until instructed by the supervisor

Section A: Answer all ten multiple choice questions (2 marks each)

A. Public Relations department

2. Which one is not a reason for STEEPLE ANALYSIS?

A. A tool for understanding the environment

3. Market brand position can be determined using

4. When tracing the development of marketing as a way of doing business which

A. ethics /sustainable marketing

5. Decision making process of a consumer is influenced by an interdisciplinary complex

7. A target market is the ………………………………………of a market that a business has

8. Integrated marketing communication (IMC) involves a careful integration and

9. Mobile Marketing is creation and delivery of marketing communication messages using

A. Make marketing decisions

16. Cost leadership is a business phenomenon achievable by many practices

18. ……………………………. is when manufacturers combine with retailer

(Total marks: 40)

Section B: Answer a choice of 2 out of 4 questions

2. Competitor analysis is a technique utilised by marketers. Explain the importance of

3. Define branding and by use of examples explain its importance in marketing.

4. List any 10 advantages of IMC.

Section C: Answer all questions

a) List and discuss the benefits of e- marketing (5s). (10 marks)

2. McDonalds is going to open a franchise in Botswana soon. You as a marketing

(Total marks: A, B and C 100 marks)

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