UNIVERSITI MALAYSIA SABAH
(KAMPUS ANTARABANGSA LABUAN)
PEPERIKSAAN AKHIR
SEMESTER 1 SESI 2003/2004
‘September! Oktober
Masa: 3 JAM
SEKOLAH é SEKOLAH PERNIAGAAN & KEWANGAN
ANTARABANGSA LABUAN
KOD KURSUS 7 GC 3153
TAJUK KURSUS : STRATEGI KOMUNIKAS! PEMASARAN
GLOBAL
ARAHAN
4. Kertas soalan ini mengandungi SATU BAHAGIAN.
2. Kertas soalan ini mengadungi ENAM (6) soalan. Sila jawab LIMA (5)
soalan sahaja,
Perhatian : Kertas soalan tidak dibenarkan dibawa keluar.
Kertas ini mengandungi 4 muka surat bercetak, tidak termasuk muka surat iniC3153
Versi Bahasa Malaysia
Sila pilih dan jawab lima soalan sahaja.
Soalan 1. (20 markah)
a, Apakah perbezean diantara promosi berorientasikan jualan dan perdagangan?
(20 markah)
b. _Apakah objekti-objektif promosi jualan berorientasikan pengguna. Sila nyatekan
jawapan anda,
(5 markah)
._Apakah ‘free premium’ dan self-liquidating premium’? Dan terangkan maksud
promosi jualan,
(5 markah)
Soalan 2. (20 markah)
a. Sila terangkan maksud istilah-istilah perancangan media, objektif media, strategi-
strategi media, kesampaian dan kekerapan,
(& markah)
Terdapatnya tiga kaedah jadual untuk perancangan media; kesinambungan,
‘flighting’ dan ‘pulsing’. Sila berikan contoh-contoh bagi setiap jadual tersebut.
(7 markah)
. Terangken situasi pasaran yang digambarkan oleh berikut: BDI tinggi dan CDI
tinggi; BDI tinggi dan CDI rendah; BDI rendah dan CDI tinggi; dan BOI rendah
dan CDI rendah.
(8 markah)
Soalan 3. (20 markah)
a. Bincangkan perbezaan diantara suatu rayuan pengiklanan dengan suatu gaya
perlaksanaan kreatif.
(6 markah)
b. Sila terengkan maksud rayuan rasional/informational dan rayuan emosi.
(4 markah)
Halaman 1 dari 4C3153
Wellbacher telah mengenalpasti beberapa jenis rayuan-rayuan pengiklanan
dibawa kategori pendekatan rasional, diantaranya adalah ciri-citi, kebaikan
relative, harga sesuai, berita, dan rayuan popularity produk/perkhidmatan. Sila
terangkan setiap rayuan-rayuan tersebut.
(10 markah)
Soalan 4, (20 markah)
a
Sila terangkan kelebihan radio dan televisyen sebagai suatu medium
pengiklanan?
(20 markah)
Sila bincangkan kelebihan dan kelemahan majalah sebagai suatu medium
pengiklanan secara ringkas?
(10 markah)
Soalan 5. (20 markah)
a
Sila bincangkan beberapa faktor yang memberi sumbangan kepada pertumbuhan
pemasaran langsung,
(20 markah)
b. Sila terangkan apa yang dimaksudkan pengkalan data ‘database’. Apa fungsi-
fungsi yang dijalankan oleh pengkalan data.
(6 markah)
<. Sila terangkan ‘one-step approach’ dan ‘two-step approach’.
(4 markah)
Soalan 6. (20 markah)
a. Sila jelaskan pemasaran perhubungan.
(4 markah)
b. Salah satu kelebihan penjualan peribadi adalah kebolehan berkornunikasi
‘dyadic’. Terangkan istilah tersebut. Berikan lima sebab mengapa la lebih balk
daripada media lain,
(20 markah)
c.Terangkan tiga fungsi perhubungan awam pemasaran yang utama?
(6 markah)Gc3153,
English Version
Please choose and answer five questions only.
Question 1. (20 marks)
a
What are the differences between consumer-oriented and trade-oriented
promotions?
(40 marks)
What are the objectives of consumer-oriented sales promotion, Please lists your
answer.
(S marks)
What is free premium and self-liquidating premium? And define sales promotion.
(5 marks)
Question 2. (20 marks)
a
Please define the terms of media planning, media objective, media strategies,
reach and frequency.
(5 marks)
Three scheduling methods available to the media planner; continuity, flighting,
and pulsing, Please give an example of each.
(7 marks)
Discuss the market situation being described by each of the following: high BDI
and high CDI; high BDI and low CDI; low BDI and high CDI; and low BDI and
low CDI.
(8 marks)
Question 3. (20 marks)
a
G
Discuss the differences between an advertising appeal versus a creative
execution style.
(6 marks)
Please define informational/rational appeal and emotional appeal.
(4 marks)
Weilbacher identified several types of advertising appeals that fall under the
category of rational approaches, among them feature, competitive advantage,
Halaman 3 dariaGc3153
favorable price, news, and product/service popularity appeals. Please explain
each of these appeals.
(10 marks)
Question 4. (20 marks)
a. Please discuss the advantages of radio and television as an advertising medium?
(210 marks)
b. Please discuss the advantages and disadvantages of magazine as an advertising
medium?
(410 marks).
Question 5. (20 marks)
a. Identify some of the factors that have contributed to the growth of direct,
marketing.
(10 marks)
b. Describe what is meant by a database. What functions do databases perform?
(6 marks)
¢. Please describe one-step approach and two-step approach.
(4 marks)
Question 6, (20 markah)
2, Please define relationship marketing.
(4 marks)
b. One of the advantages of personal selling is the ability for dyadic
communication. Explain this term means. Give five reasons why Is this an
advantage over other media?
(20 markah)
Explain three main functions of marketing public relations?
(6 markah)
Halaman 4 dari a