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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 ini C3153 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 4 C3153 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 daria Gc3153 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