University of International Economics and Business

School of International Trade and Economics (SITE)

Spring 2020

Course Number & Title: BIB 503 Marketing Management

Instructor: Zhu Mingxia

Exam Date: June 4, 2020

Exam Hours: 2.5

Total number of exam pages: 5

Please submit your answer sheet to: marketingexam@zhumingxia.com

The submission deadline: June 15th

Student’s Name Michele Deogratias Haule

Student’s ID IUP2018048

Final Exam Points

Instructions:
1. This exam paper contains Sections A, B and C section.
Section 1: True/ False= 10 marks (Number of questions: 10 questions)
Section 2 : Multiple Choice =10 marks (Number of questions: 5 questions)
Section 3 : Essay Questions=80 marks (Number of questions: 4 questions)
2. This examination totals 40% (percent) of the total assessment of the course.
3. please print your name and the Given Number on all pages. For grading, this exam

will be separated and all pages could be mixed up if your name is not clearly printed

on all pages.
4. Answers to each question should be written on the specific sheet that contains the

question.
5. Be sure your work is clear. Cross out all unwanted work, as incorrect statements

may cost you points.

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6. This examination is to be taken without the aid of notes, your textbook, or any

other individual. No smart devices in your possession during this examination. Any

violations of this condition will be referred to the Academic Committee.

7. Calculators: Only calculators without capacity to store text (in non-programmable

calculators) are permitted in the exam.

You are not entitled to sit this exam and no result will be recorded if you are not properly enrolled or have gained

special permission from the office of International Student Programs, B#1112 to sit this exam at this time.

*Please answer your question on the below answer sheet. Just submit
your answer sheet to: marketingexam@zhumingxia.com

Section 1. True / False (10%) True tick√; False tick X

1. Marketing is basically selling and advertising X

2. Marketing, in the literal sense, means "selling" or "advertising." X
3. Making goods or performing services is called marketing. X
4. Marketing can provide needed direction for production and help make sure that the
right goods and services find their way to interested consumers. √
5. The "four Ps" of the marketing mix are: Product, Position, Promotion, and Price. X
6. Product, Place, Promotion, and Price are the four major variables (decision areas)
in a firm's marketing mix. √
7. The external marketing environment is shaped by these four areas: economics,
technology, politics/law, and culture/society. √ 
8. The Internet is a powerful way to get information about competitors√
9. Effective market segmentation is a two-step process that starts with naming broad
product-markets and then goes on to segmenting these broad product-markets into
more homogeneous submarkets. √
10. "Positioning" shows how proposed and/or present brands are located in a market-
as seen by customers. √

Section 2. Multiple Choice (10%) ; Please tick√

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1. An entrepreneurial teenager decides to start a new dog- walking business aimed at
dog owners who have to leave their pets at home alone during regular working hours.
The teenager develops a thorough description of the people in her target market and
their needs. She then comes up with a general outline of the services she will offer,
some price ranges, the geographic area she will serve, and some low- cost promotion
ideas. What has she developed so far?
A. A marketing program
B. A marketing plan
C. A SWOT analysis
D. A marketing strategy√
E. Differentiation and segmentation
2. A moderately-priced jewelry store is trying to differentiate itself from other jewelry
stores. The store prices products somewhat lower than the super-premium jewelry
stores, but offers better products and services than low-end jewelry stores provide.
The market situation this store faces sounds most like:
A. pure competition.
B. monopoly.
C. oligopoly.
D. monopolistic competition. √
E. oligopolistic competition.
3. The pastor of a new church decides to start prospecting for new members. He
focuses first on people who live within a mile radius of the church, and contacts them
via mail and by visiting them door-to-door. He then moves on to people who live
from one to two miles away from the church, then two to three miles away, and so on,
up to a limit of ten miles away. The pastor appears to be focusing on a __________
segmenting dimension.
A. behavioral
B. demographic
C. benefit
D. geographic√
E. relationship

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4. Target’s “Cherokee” brand of men’s clothing is available only at Target stores. The
brand provides a low-cost alternative to other men’s fashions available at department
stores and via catalogs. The Cherokee brand is a:
A. manufacturer brand.
B. dealer brand. √
C. licensed brand.
D. national brand.
E. generic brand.
5. Heinz has a new ketchup bottle that has the cap on the bottom, instead of the top.
The bottle uses gravity to help the consumer get every last drop of ketchup out of the
bottle. The cap is also designed to pour cleanly, so that dried ketchup does not
accumulate around the opening. This new bottle demonstrates how packaging can:
A. promote product.
B. protect the product.
C. lower distribution costs.
D. incorporate UP codes.
E. enhance product usage. √

Section 3. Assay questions (80%). *Please list the details.

1. The quarterly operating statement for a firm gives the following information:
Number of pieces manufactured: 100
Number of pieces sold: 100
Total cost of goods sold: $800
Average cost of single piece: $5
Net sales: $1,000
It can be inferred that the firm's gross margin is?
SOLN
Margin= (Net sales−COGS ¿/Net sales
Data
Net sales= $1000
COGS= $800

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 Gross Margin= (1000-800)/1000
Gross Margin= 200/1000
Gross Margin=1/5 OR 0.2
2. A retailer buys a particular product for $4. To make a profit, the retailer adds $2 to
cover operating expenses and provide a profit. The percentage markup on the $6
selling price is?
SOLN
Markup= (Selling Price-Buying price)/BP
Data
Selling Price= $6
Buying Price= $4
Markup= (6-4)/4
Markup=2/4
Markup=50%
3. A retailer pays a wholesaler $24.00 for an item and then sells it with a 25 percent
markup. The retailer's selling price is?
SOLN
Selling Price = (Markup / 100% * BP) + BP
Data
SP= (25/100*24.00) +24.00
SP= 6+24
SP= $30.00
4.An item costs a retailer $140. If a 30 percent markup is desired, what should the
retail selling price be? 
 SOLN
Selling Price = (Markup / 100% * BP) + B
Data
BP= $ 140
Markup=30%
SP= (30/100*140)+140
SP= 42+140
SP= $182

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 Marketing Management (BIB503)
Name Michele Deogratias ID IUP2018048
1.True/False
2. Multiple Choice Questions
Questions

1 X 1 A B C D√
2 X 2 A B C D√
3 X 3 A B C D√
4√ 4 A B√ C D
5 X 5 A B C D E√
6√
7√
8√
9√
10√