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NEWSOUTHWALES

AustralianSchoolofBusiness

SchoolofMarketing
MARK1012: Marketing Fundamentals
Final Examination Session 1, 2012
Instructions:(Pleasereadtheseinstructionscarefully)

ThisexaminationpaperconsistsofTHREEsections:SectionA(10Fillinthegaps:10

marks);SectionB(3Shortessayquestions:20marks)andSectionC(50Multiple
choicequestions:20marks).IthasFIFTEEN(15)printedpagesexcludingthispage.
Printingisdoublesided,socheckeachpagecarefully.
Youhavetwo(2)hourstocompletethisexaminationplus10minsreadingtime.
Readallthequestionscarefullyandanswerallquestionsasinstructed.
Questionsmustbeansweredinink.
WriteallyourMULTIPLECHOICEanswers(SECTIONC)intheGeneralisedAnswer
Sheetprovided.NotethatthereareFIFTY(50)MultipleChoiceQuestions.
PrintyourfullnameandstudentIDnumber{z}onthefirstpageandsign.
UseofUNSWapprovedcalculatorsispermitted.Noothermaterialistobetakeninto
theexaminationroom.
Thispaperaccountsfor40%ofyouroverallcoursegrade(However,itismarkedout
of50).
YoumayNOTretainthispaper.

SECTION A: FILL IN THE GAPS

(10x1 = 10 marks)

(Please write your answer in the gaps provided in each statement)

1. Marketingreferstotheactivitiesundertakentocreateand_____________productsand
valueswithothers.Amarketingorganisations__________________________________istheset
ofbenefitsorvaluesitpromisestodelivertoconsumerstosatisfytheirneeds
2. _________referstohighgrowth,highshareSBUsorproductswhichgenerallyturninto
__________________whichrefertolowgrowth,highshareSBUsorproducts.
3. ____________arefirmsandindividualswhoprovidetheresourcesneededbythecompany
anditscompetitorstoproducegoodsandservice.____________are.anygroupthathas
anactualorpotentialinterestin,orimpacton,anorganisationsabilitytoachieveits
objectives.
4. __________________istheprocessbywhichpeopleselect,organiseandinterpret
informationtoformameaningfulpictureoftheworld;while_______________describes
changesinanindividualsbehaviourarisingfromanexperience.
5. Thebusinessmarketernormallydealswithfar________________buyersthanthe
consumermarket.Thedemandforbusinessgoodsisultimately______________fromthe
demandforconsumergoods.
6. In___________________marketing,anorganisationdesignsseparateoffersforeachofthe
identifiedtargetmarkets;__________marketingthecompanygoesafteralargeshareof
oneorafewsubmarkets.
7. _______________occurswhenacompanylengthensitslinebeyonditscurrentrange,
downwardsorupwards;_________________istheprocesswherebyaproductlinecanalso
belengthenedbyaddingmoreitemswithinthecurrentrange.
8. Inthecontextofservicemarketing,thefactorof____________________indicatesthat
serviceslackaphysicalelement;whilethefactorof___________________indicatesthat
whenconsideringservices,thereisnostoredinventory.
9. Duetocontinuedtechnologicaldevelopments,productlifecycles(PLCs)aregetting
_________________.Firmsmusthavea"_______________"ofnewproductstoreplaceexisting
productsastheybecomeobsolete.
10. In___________________________,manufacturerspromotetheproducttowholesalers;
wholesalerspromoteittoretailers;andfinallytheretailerspromoteittoconsumers;
___________________________ontheotherhand,callsforspendingalotonadvertisingand
consumerpromotiontobuildupconsumerdemand.

MARK1012FINALEXAMINATION:S12012

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SECTION B: SHORT ESSAY QUESTIONS

(20 marks)

(Please answer in the space provided below each question)


QuestionB1:(3+3=6marks)
a.

Whataretheadvantagesofhavingmarketingintermediaries?

b.

Explainhowmarketingchannelsaddvalue.

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QuestionB2:(6marks)
Compareandcontrastmarketskimmingandmarketpenetrationpricing
strategies.Supportyouranswerusingsuitableexamples.

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QuestionB3:(3x2+2=8marks)
DiamondMachineTechnologymakesatoolforsharpeningthebladesofpruning
sheersandglassclippers.Thecompanyhasinvested$250,000indevelopingthis
sharpener.Thistoolwhichisaboutthesizeofapieceofchewinggum,costs$3to
make.Fixedcostsforthesharpeneris$10,000.Thecompanyexpectstosell
100,000sharpenersthisyear.DiamondMachine'smarkuponsalesis30percent,
anditwantstoearna20percentROI.
a. Forthesharpener,calculate(i)markupprice;(ii)targetreturnpriceaswell
as(iii)breakevenvolumeatbothprices.
b. WhichpriceshouldDiamondManufacturinguse?Why?
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MARK1012FINALEXAMINATION:S12012

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SECTIONC:(50Multiplechoicequestions)(50x0.4=20marks)

AnswerALLquestionsbymarkingtherelevantanswerinpencilontheGeneralised
AnswerSheetsupplied.Thereisnonegativemarking.

Pleasesupplythemostappropriateanswer.

1)Inmanyinstances,marketingmanagerstrytoensurethatthereisasenseof
excitement(orenjoyment)associatedwithamarketofferingandthemarketing
communicationused.Increatingexcitement,marketersmayuse_____________:

A)experientialinvolvement.
B)emotionalinvolvement.
C)interactivity.
D)bothexperientialandemotionalinvolvementandinteractivity.
E)theirintuition.

2)Telemarketersprobablymostoftenemploythe________concept.

A)production
B)selling
C)marketing
D)customer
E)societal

3)Thesetofactualandpotentialbuyersofaproductcomprise______________;thebasic
unitofmeasurementforexchangeis________________.

A)amarket;atransaction
B)atransactiongroup;apayment
C)anexchangegroup;anoffering
D)aproductselectionset;aprice
E)anexchange;atransaction

4)Statement_______belowisnotaconditionforanexchangetotakeplace.

A)twopartieseachpossessingsomethingofvaluetotheother.
B)theabilitytoacceptorrejecttheoffer.
C)theabilitytocommunicateanddeliver.
D)eachpartywantingtodealwiththeother.
E)theexistenceofamonetarysystem

5)Relationshipmarketing___________

A)isnotadvisableforsmallscalemarketers.
B)isametaphorfortheintimacywithwhichsomesalespeoplehandletheir
clients.
C)isaboutdevelopinglongtermprofitabletransactionswithselectclients.
D)shouldnotreallybeencouraged.
E)istooexpensiveforsmallerorganisations.
MARK1012FINALEXAMINATION:S12012

Page5

6)Thecustomersevaluationofthebenefitsandcostsofaproductrelativetoits
competitorsisknownas:

A)amarketoffering.
B)naturaldesire.
C)customerperceivedvalue.
D)relationshipmarketing.
E)customersatisfaction.

7)Ifamajorpartofthemarketdislikestheproductsonofferandmayevenpayaprice
toavoidit,thismarketisinastateof:

A)demarketing.
B)irregulardemand.
C)fulldemand.
D)unwholesomedemand.
E)negativedemand.

8)Settingthegoalsforperformanceintermsofmarketshare,returnoninvestment,
andpretaxprofitsallfallunder_____________sectionofthemarketingplan?

A)Theexecutivesummary
B)Thecurrentmarketingsituation
C)Threatsandopportunities
D)Objectivesandissues
E)Marketingstrategies

9)Thecurrentmarketingsituationconsistsofananalysisofthe:

A)market,competitor,strategic,distribution,andmacroenvironmentsituation.
B)market,competitor,product,distribution,andmacroenvironmentsituation.
C)market,company,strategic,distribution,andmacroenvironmentsituation.
D)market,competitor,product,distribution,andmicroenvironmentsituation.
E)Alloftheabove.

10)TheSWOTanalysisisthetooloftenusedtoconductananalysisofthe
macroenvironment.Whatpart(s)oftheSWOTacronymarerelevanttothe
macroenvironment?

A)SW
B)OT
C)SWOT
D)ST
E)OW

MARK1012FINALEXAMINATION:S12012

Page6

ReadtheMINICASEA(MCA)belowandanswerquestions1114.

MINICASEA[MCA]:Themarketingmanagerofanationalbrandofflavouredmilksis
consideringhermicroandmacroenvironmentinordertocompletethesituationanalysis
forthisyearsmarketingplan.Shenotessomekeypoints.Smalltradersarenotconsistently
affordingappropriatefridgespacetoflavouredmilks.Energydrinksarecontinuingtohold
favourintheteenmarket.Youngadultsaged1825aremoreconservativethantheir
slightlyoldercohort2535.UHTorlonglifemilkhasprogressedtothepointwheretaste
testsshowlittlenoticeabledifference.

11)ThefridgespaceproblemreferredtoinMCArepresentsa:

A)microenvironmentthreat.
B)macroenvironmentthreat.
C)microenvironmentweakness.
D)macroenvironmentweakness.
E)AandBabove.

12)Theproductconcerned(inMCA)isconsideredinsomestatesanAustralianicon.
Giventhis,whichofthekeypointslistedhasthecleareststrategicimplications?

A)Smalltradersarenotconsistentlyaffordingappropriatefridgespaceto
flavouredmilks.
B)Energydrinksarecontinuingtoholdfavourintheteenmarket.
C)Youngadultsaged1825aremoreconservativethantheirslightlyolder
cohort2535.
D)UHTorlonglifemilkhasprogressedtothepointwheretastetestsshowlittle
noticeabledifference.
E)NoneofA,B,C,orDabovehasthecleareststrategicimplications

13)Whatwouldbethemostlogicalstrategicimplicationsfortheprominenceofenergy
drinksintheteenmarket?

A)Reducetheresourceallocationaimedatmarketingtowardthisgroup.
B)Promotethebrandasbeinghighinenergy.
C)Identifyopinionleadersamongstthisgroupandprovidethemwithfree
product.
D)Identifyfavouredcelebritiesandhavethemendorsetheproduct.
E)Allarefeasible.

14)Havinglonglifemilkmeanstheproductcanstaylongerinthefridgebeforehaving
tobereplaced.Tothefirm,themainbenefitofthisisreductionofproductionand
distributioncosts.Thisbenefithasbeenderivedthroughchangesinthe___________

A)politicalenvironment.
B)technologicalenvironment.
C)distributionenvironment.
D)physicalenvironment.
E)economicenvironment.
MARK1012FINALEXAMINATION:S12012

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ReadtheMINICASEB(MCB)belowandanswerquestions1519.

MINICASEB[MCB]:AtabusinessparkinthenorthofMelbournethemangerreflectonthe
morningsmeetingwithherleadingorganisations,tryingtounderstandtheirsuccess.She
notesthefollowing.Lennyisconsistentlynotingandlookingforinformationthatmayhelp
hismarketingmanagementdecisions.Mendelisconductingapricingstudyforhisproduct
portfolio.Phillipaissearchingtheinternettotryandsolveamarketingproblemshehas.
Simoneisrunningfocusgroupswithretireestotryandunderstandwhatmotivatestheir
holidaydecisions.Petersayshedoesn'tbotherwithresearchbecausehehasexperienced
staffthathecanalwaysrelyontohelpmakedecisions.

15)Whichoftheseindividualsisclearlyengaginginmarketingintelligence?

A)Lenny
B)Mendel
C)Phillipa
D)Simone
E)Peter

16)LennysresearchreferredtoinMCBaboveislikelytohavebeendrivenbythe:

A)taxationdepartment.
B)accountingdepartment.
C)boardroom.
D)marketingdepartment.
E)productiondepartment.

17)InMCBabove,Phillipaiscollecting:

A)primarydata.
B)secondarydata
C)shorttermdata.
D)electronicdata.
E)focusedgroupdata.

18)Forherresearchactivities(inMCB),Simoneswillneed:

A)eighttotwelvepeopleforthisprimarydatacollectionprocess.
B)eighttotwelveforthissecondarydatacollectionprocess.
C)tentotwentypeopleforthissecondarydatacollectionprocess.
D)tentotwentypeopleforthisprimarydatacollectionprocess.
E)twotothreehighlycommittedindividualswhowillconcentrateontheissue.

19)BasedonMCBabove,Peterisusing:

A) noresearchatalltomakedecisions.
B) externalrecordstomakedecisions.
C)internalrecordstomakedecisions.
D)intuitiontomakedecisions.
E)allofthese.
MARK1012FINALEXAMINATION:S12012

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ReadtheMINICASEC(MCC)belowandanswerquestions2023.

MINICASEC[MCC]:In1991,Emmaneededtomakesomeextracash.Herhusbandwasa
student,andtheyhadtwosmallchildren.ShewasalreadysellingEmma'sCountryKitchen
gourmetcocoamixesatlocalfairsandcraftshowswhenshecameupwiththeideafor
flavouredcreamersforcoffee.Shedevelopedninedifferentflavoursofcreamersincluding
raspberrymochaandcherryvanilla.Responsetothecreamerswassogoodshedecidedto
rentasmallmanufacturingfacility.Hercontinuedsuccessbroughthertotheattentionof
somenationalretailerswhowereinterestedincarryingherproduct.Nationalexposureon
theOptusshoppingchannelgavethebusinessabigboostincustomerawareness.

20)AconsumerwhowasawareofEmma'sCountryKitchenflavouredcreamers,but
whodidnotknowwhereorhowtopurchasetheitem,itscost,oritscontentsand
wasstimulatedtoseekinformationabouttheproduct,wouldbeinthe________stage
ofthenewproductadoptionprocess.

A)interest
B)trial
C)diffusion
D)adoption
E)evaluation

21)AssumethatatthistimemostadoptersofEmma'sCountryKitchenflavoured
creamersfallintothecategoryofearlymajority.Thesewouldbepeoplewho:

A)aretypicallyopinionleaders.
B)aretraditionbound.
C)adoptnewproductsandideasbeforetheaverageperson.
D)adoptnewproductsearlybeforemostpeopleevenknowtheyexist.
E)aresuspiciousofchangebutknowthatitisnecessary.

22)Emmaandherhusbandareconvincedtheircreamershaveatastesuperiortoany
othersimilarproductscurrentlyonthemarket.Theywantconsumerstoseethe
samehighlevelof________thattheysee.

A)compatibility
B)communicability
C)divisibility
D)complexity
E)relativeadvantage

23)Oneoftheimportantfactorsthatwouldinfluenceaconsumer'spurchaseofEmma's
flavouredcreamersistheabilitytosampletheflavoursathome.AsaresultEmma
andherhusbanddevelopedasamplepackwhichcontainedoneounceofeachofthe
creamerflavours.Thisgavethenewproductahighlevelof:

A)relativeadvantage.
B)communicability.
C)complexity.
D)divisibility.
E)compatibility.
MARK1012FINALEXAMINATION:S12012

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ReadtheMINICASED(MCD)belowandanswerquestions2426.

MINICASED[MCD]:Porkisatoughermeatthanmostconsumersrealise.Naturallyitis
muchtougherthananypoultry.Porkproducersareinterestedinproductsthatwill
tenderisepork.Oneoftheproblemsfacedwithquantifyinghowtenderapieceofporkis
definingthewordtender.Electromyographyisoneofthetechniquescurrentlyusedto
objectivelymeasuretenderness.Itinvolvesattachingelectrodestojawmusclesand
measuringonametretheamountofworktheindividualexpendschewing.Onenew
methodcommercialmeatproducersusefortenderisingporkiscalledHydrodyne.Withthis
method,thevacuumpackedmeatisplacedinalargevatofwater.Shockwavescreatedby
adynamiteblastaresentthroughthemeat,whichmakesitmoretender.

24)ThesaleofboththeElectromyographymachineandtheHydrodynesystemdepend
onhowmuchporkconsumerseatthoughthetotaldemandfortheseproductsisnot
affectedbytheirprices.ThismeansthatdemandfortheElectromyographymachine
andtheHydrodynesystemis:

A) derivedandinelastic.
B)reciprocalandelastic.
C)inelasticandfluctuating.
D)inelasticandreciprocal.
E)elasticandderived.

25)BasedonMCDabove,whattypeofbuyingsituationwouldmostlikelyexistfora
porkproducerbuyingdynamiteforitsthreeyearoldHydrodynesystem?

A)Newtask
B)Straightrebuy
C)Reciprocalbuy
D)Functionalrebuy
E)Modifiedbuy

26)AccordingtoMCDabovewhichofthefollowingisanexampleofanorganisational
factorthatcouldaffectthepurchaseofaHydrodynesystem?
A)AgovernmentrulingthattheHydrodyneadverselyaffectstheshelflifeof
pork.
B)Asignificantgrowthinthenumberofpeoplewhoarevegetarians.
C)Alocalordinanceagainsttheexplosionofdynamitewithinthecitylimits.
D)Atriplingofthepriceofdynamite.
E)Amovebyitslargestcustomertocentraliseitspurchasingdecisions.

ReadtheMINICASEE(MCE)belowandanswerquestions2731.

MINICASEE[MCE]:Peterhasjustdecidedonthesegmenttotargetforhiscompaniesnew
offering.Hehasmadeachecklisttohelpfinalisehisdecision:(1)Hehasdeterminedthat
theidealsegmentprofileismeasurablewithinNewZealand;(2)hehasdeterminedwhere
theyliveandshopsaswellaswhatmediatheyareexposedto;(3)heknowsthat,ifthis
marketspotentialisrealised,itwouldmorethantriplehiscurrentsales;and(4)hehasthe
resourcesandconnectionstogettheproducttothismarket.(Questionsareonthenextpage.)
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27)InMCEabove,thefirstitemonPeter'schecklistrepresentsthemarketsegmentsis:

A)potential.
B)growth.
C)measurability.
D)identification.
E)alloftheabove.

28)TheseconditemonPeter'schecklistrepresentsthemarketsegments:

A)identification
B)behaviouralintentions
C)lifestyle
D)accessibility
E)obtainability

29)ThethirditemonPeter'schecklistrepresentsthemarketsegments:

A) profitability
B)volume
C)sustainability
D)potential
E)substantiality

30)ThefourthitemonPeter'schecklistrepresentsthemarketsegments

A)accessibility.
B)actionability.
C)approachability.
D)marketingrequirements.
E)alloftheabove.

31)RefertoMCEabove.Peterhasidentifiedanunmetneedinthissegment.Givenhis
evaluationsthusfarheshouldnow_______________.

A) confirmthesegmentandproceedwithsettinghisobjectives.
B) identifythesegment'sprofilewithrelevantcriteria.
C)brandtheproductinameaningfulwayforthesegment.
D)implementhismarketingmix.
E)developaperceptualmap.

ReadtheMINICASEG(MCG)belowandanswerquestions3235.

MINICASEG[MCG]:ArabellaQualityMeats(AQM)isastarintheprocessedmeatindustry.
Withsalesinmorethan140nations,AQMhadalmost$4.6billioninsaleslastyear.Itowns
andoperatesmeatprocessingplantsin40differentnations.AQM'sbusinessstrategy
includesproductinnovation,acquisitionsandmergers,andmarketleadershipinanumber
ofdifferentcategories.Itsgrowthstrategiessupportanannual6percentgrowthinsales.

MARK1012FINALEXAMINATION:S12012

(continuedtonextpage)
Page11

BrandsintheArabellaQualityproductlineareBelle's,EmmasHomeCookin,Sunnydale
Farms,SarahsCookies,Quick&TastyandCordy'sKosherFoods.AnAQMexecutiveclaims
thattheyworkveryhardatArabellaQualityonbrandequity.Wehavetomakesureour
newideasarenotonlyprofitableandachievebigvolumeforour[retail]customers,but
alsothattheyareconsistentwiththequalityofthebrandandthereisagoodfit."

SomeofAQM'srecentnewproductsthatseemstohaveagoodfitwiththecompany'sother
productswasQuick&Tasty.Quick&Tastyisdescribedasalunchcombination.Itfeatures
twosmallsandwiches,chips,anddessert.Thelunchcombinationwasdevelopedand
marketedbyEmmasHomeCookin,acompanythatpriortotheintroductionofthis
producthadjustmadecakes.

32)RefertoAQMCaseinMCGabove.GivenwhatyouhavereadaboutAQM,youwould
thinkthatitsexecutiveswantyoutoclassifytheAQMproductsas:

A)homogeneousshoppingproducts.
B)specialtyproducts.
C)convenienceproducts.
D)staples.
E)impulseproducts.

33)RefertoMCGabove.IfyoulookatAQMasstrictlyameatprocessingcompany,
whichofthefollowingstatementswouldbestdescribethecompany?

A)AQMhasanarrow,butdeepproductmix.
B)AQMhasalonganddeepproductmix.
C)AQM'sproductmixlacksconsistency.
D)AQMhasanarrowandshallowproductmix.
E)AQMhasawide,yetshallowproductmix.

34)RefertoMCGabove.OnebasisformaintainingAQM'sbrandequitywouldbeto:

A)offerinnovativenewproductsonacontinualbasis.
B)makecommunityinvolvementanimportantpartofAQM'sstrategicplan.
C)curbtheentrepreneurialspiritsofitsdecentralisedstrategicbusinessunits.
D)makesurecustomershaveastrongperceptionofbrandquality.
E)useselectivedistribution.

35)RefertoMCGabove.WhenSunnydaleFarms,amanufacturerofvariouskindsof
sausages,introducedanewlineofsausagesmadewithturkeymeatunderthe
SunnydaleFarmsbrand,itwasanexampleofa________strategy.

A)cobranding
B)brandlicensing
C)lineextension
D)multibranding
E)brandextension

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ReadtheMINICASEH(MCH)belowandanswerquestions3641.

MINICASEH:[MCH]:AtConsolidatedDiversifiedInc.(CDI),fiveproductmanagerswere
reviewingwheretheirproductswereintheproductlifecycle[PLC].Lola'sproducthadseen
afalloffinsalesandadropinprofits.Boris'sproducthadseenaslowdowninsalesgrowth
andalevellingoffofprofits.Louis'sproductwasgainingrapidmarketacceptanceand
increasingprofitsdramatically.John'sproducthadnotshownaprofitandneedsheavy
promotionsupport.Sonia'sproducthadhighcostsbutnosalestodate.

TheadvertisingdepartmentatCDIwassettingtheadvertisingbudgetforanewconsumer
product(packagedgoods).Teamfeelingswerethatthiswouldbeahighbudgetproduct.
Blakeknewthatthisproductwaslikelytobeamarketleaderandarguedthatexpenditures
wouldhavetobehigh.HazelrealisedthatBlake'splanmeantthattheywouldneedmany
repetitionstoputtheproduct'simageacross.Sabrinawasawarethatthecompetition
offeredsimilarproductsandtheadvertisingwouldhavetoworkhardtosettheproduct
apart.Atomknewitwasexpensivetolaunchnewproductstogainconsumertrial.And
Tikkiwassurethattheywouldhavetospendheavilytobeheardabovethenoiseofan
alreadycrowdedmarket.

36)Whichofthefollowingis(are)correctinthecontextofMCH?

A) Sonia'sproductismostlikelyintheproductdevelopmentstage,whileLolas
productisinthedeclinestageofthePLC.
B) John'sproductismostlikelyintheintroductorystageofthePLC.
C) Louis'sproductismostlikelyinthegrowthstageofthePLC.
D) Boris'sproductismostlikelyintheMaturitystageofthePLC.
E) AlloftheabovestatementsA,B,C,andDarecorrect.

37)BasedonMCH,Blakeisfocusingon_____________insettingtheadvertisingbudget.

A)stageintheproductlifecycle
B)marketshare
C)competitionandclutter
D)advertisingfrequency
E)productdifferentiation

38)AccordingtoMCH,insettingtheadvertisingbudgetHazel'sconcernsaddress_____

A)stageintheproductlifecycle
B)marketshare
C)competitionandclutter
D)advertisingfrequency
E)productdifferentiation

39)InMCH,Sabrinaisweighing__________________whensettingtheadvertisingbudget.

A)stageintheproductlifecycle
B)marketshare
C)competitionandclutter
D)advertisingfrequency
E)productdifferentiation
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40)RefertoMCH.Atomisemphasisingwhichfactortobeconsideredwhensettingthe
advertisingbudget?

A)stageintheproductlifecycle
B)marketshare
C)competitionandclutter
D)advertisingfrequency
E)productdifferentiation

41)RefertoMCHabove.Tikkiisconsideringwhichofthefollowingfactorsusedwhen
settingtheadvertisingbudget?

A)stageintheproductlifecycle
B)marketshare
C)competitionandclutter
D)advertisingfrequency
E)productdifferentiation

42)Whichofthefollowingfunctionsdomembersofthemarketingchanneltypically
performastheymovemerchandisefromoneleveltothenext?

A)Thecreationofformutility.
B)Activitiesbasedcostaccounting.
C)Risktaking.
D)Lengtheningthechannelsoastoprovidemorespecialisedservice.
E)Eliminatingunnecessarychannelfunctions.

43)Azerolevelchannel_____________.

A)mayalsobecalledabackwardchannel.
B)isthesameasadirectmarketingchannel.
C)hasonlyoneintermediarybetweenproducerandconsumer.
D)hasthreemembers.
E)referstointensivedistributionchannelswherethereareanindeterminate
numberofchannelmembers.

44)Thegoalofchannelsintheservicesectoristomaketheservice______________.

A)availableandaccessible.
B)affordable,differentiated,andeasytofind.
C)riskfree,readilyavailable,anddifferentiated.
D)differentiated,targeted,andaffordable.
E)affordableandaccessible.

45)Thethreedegreesofdistributiondensityare_________________.

A)intensive,extensive,andselective.
B)extensive,concentrated,andselective.
C)intensive,exclusive,andselective.
D)extensive,pervasive,andconcentrated.
E)concentrated,exclusive,andintensive.

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46)The____________combinessuccessivestagesofproductionanddistributionunder
singleownership.

A)horizontalmarketingsystem
B)conventionalmarketingsystem
C)multichannelmarketingsystem
D)corporateverticalmarketingsystem
E)contractualverticalmarketingsystem

47)Whenaproducerhasaconflictwithitswholesalers,theproducerisexperiencing
________conflict.

A)horizontalchannel
B)multichannel
C)directchannel
D)verticalchannel
E)singlechannel

48)Acomputermanufacturersellsitsmachinesthroughretailoutletsandcatalogues.
Theretailersarenothappyaboutthecataloguesalesbecausetheyclaimthedirect
marketingsalesareadverselyaffectingtheirinstoresales.Thisisanexampleof
______________conflict.

A)horizontalchannel
B)directchannel
C)multichannel
D)verticalchannel
E)singlechannel

49)VirginBlueAirlineshassetitsticketpriceslowerthananyoneelse'sprices.It
operatesinamarketthatishighlypricesensitiveinwhichlowpricesstimulate
marketgrowth.Itscostshavefallenasithasbecomemoreefficientatproviding
airplaneservicetoitscustomers.VirginBlueisusinga________pricingstrategy.

A)marketskimmingpricing
B)productqualityleadership
C)maximumcurrentrevenue
D)marketpenetrationpricing
E)maximumsalesgrowth

50)Demandislikelytobepriceelasticif:

A)therearemanyalternativesanddirectsubstitutesfortheproduct.
B)buyersdonotreadilynoticepricechanges.
C)buyersareslowtochangetheirpurchasinghabits.
D)buyersthinkahigherpriceisjustifiedbyqualitydifferences.
E)thebuyerscanusenormalinflationtoexplainthepriceincrease.
ENDOFEXAM

MARK1012FINALEXAMINATION:S12012

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