Scribd
Upload
870 views3 pages

MKT 111 Res Final Exam

1. The document is the final exam for a Principles of Marketing course at Oak University's School of Business. 2. The 2-hour exam consists of two sections - Section A contains 12 multiple choice and short answer questions, while Section B allows students to choose 4 out of 7 essay questions. 3. The exam covers key marketing concepts like the marketing mix, segmentation, targeting, positioning, the product lifecycle, consumer behavior, approaches to marketing, and the evolution of marketing from barter systems to modern practices.

Uploaded by

Divine Daniel
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
870 views3 pages

MKT 111 Res Final Exam

1. The document is the final exam for a Principles of Marketing course at Oak University's School of Business. 2. The 2-hour exam consists of two sections - Section A contains 12 multiple choice and short answer questions, while Section B allows students to choose 4 out of 7 essay questions. 3. The exam covers key marketing concepts like the marketing mix, segmentation, targeting, positioning, the product lifecycle, consumer behavior, approaches to marketing, and the evolution of marketing from barter systems to modern practices.

Uploaded by

Divine Daniel
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 3

OAK UNIVERSITY

SCHOOL OF BUSINESS
DEPARTMENT OF BUSINESS STUDIES
END OF 2019 ACDEMIC YEAR
END OF RESIDENTIAL FINAL EXAMINATIONS

APRIL INTAKE

COURSE: MKT 111 (PRINCIPLES OF MARKETING)

DATE: 23RD DECEEMBER, 2019

TIME ALLOWED: 2HOURS

EXAMINATION TOOLS:
Non-programing Scientific Calculator, Rule, pencil, and pen.

INSTRUCTIONS TO CANDIDATES:
1.) Check that you have the correct Examination paper.
2.) Write all your details on the answer Booklet provided: DO NOT WRITE YOUR NAME.
3.) Write your details on the answer booklet.
4.) There are a total of six (6) questions with two sections in this paper; section A and B.
5.) Section A is compulsory. Answer all
6.) Section B has five (5) questions. Answer any three (3) in any order.
7.) Write the Question numbers clearly on your answer booklet for each question you have answered.
8.) Begin each Section and question on a new page of your answer booklet.
9.) Books, files, phones or any foreign materials not permitted by the Invigilators are not allowed in the
Examination room.
10.) No form of communication is allowed during the Examination.
11.) Any candidate found violating 9 and 10 above will be disqualified from the Examination.

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO.

Page 1 of 3
SECTION A: ANSWER ALL
QUESTION 1 (20 marks)
i. Which element of the marketing mix includes the distribution of products?
a. Product b. Price c. Place d. Promotion
ii. To be ethically effective, marketing plans must be
a. honest and truthful b. flexible enough to contain differences of opinion c. varied according to management
responsibility level d. substantially different from compliance requirements
iii. A __________is a document that communicates a marketing strategy for an offering.
a. research paper b. market plan c. mission statement d. annual report
iv. In a SWOT analysis, SWOT stands for
a. strategies, weaknesses, obligations, threats b. strengths, weaknesses, opportunities, threats c. strengths, work
requirements, opportunities, time d. strategies, worth, obligations, time
v. _________________ are especially useful to marketers.
a. Age, income, gender b. Location, locomotion, liberation c. Profitability, reliability, predictability d. Proactivity,
reactivity, alacrity
vi. What term is used to describe when a customer purchases a product with no planning or forethought?
a. Extended problem solving b. Impulse buying c. High-involvement purchasing d. Evaluation implementation
vii. What type of segmentation is the primary starting point for most marketers?
a. Psychographic b. Use-pattern c. Demographic d. Cultural
viii. Which of the following is a key function of “positioning” in marketing campaigns?
a. To provide a reason why the customer should buy the product. b. To divert the customer's attention from the
product’s flaws. c. To override the customer’s previous mindset. d. To distract the customer from considering a
competitor’s product.
ix. _________ is defined as the variety of marketing communications an organization utilizes.
a. Promotional mix b. Personal selling c. Advertising d. Publicity
x. _________________ are especially useful to marketers.
a. Age, income, gender b. Location, locomotion, liberation c. Profitability, reliability, predictability d. Proactivity,
reactivity, alacrity
xi. Raw data transforms to information when
a. it is calculated b. a manager is aware that it exists c. it becomes useful d. a manager looks at it
xii. Define marketing (1mark)
xiii. What is a market offering? (1mark)

SECTION B: CHOOSE ANY FOUR (4)


QUESTION 1 (20 marks)
a) Write brief notes on the following key elements of a customer-driven marketing strategy
i. Market segmentation (4marks)
ii. Market targeting (4marks)
iii. Differentiation (4marks)
iv. Market position (4marks)
b) Define the five marketing management orientations that guide marketing strategy. (4marks)

QUESTION 3 (20 marks)


a) Identify and discuss the marketing research process, ensuring that you include all the elements/stages of the
process. (10marks)
b) “Surely customer centricity is the same as customer value?” Agree or disagree with this statement, giving your
reasons and explain clearly what is meant by each of the terms used. (10marks)

Page 2 of 3
QUESTION 4 (20 marks)
a) It is important for every business to plan for its business portfolio by conducting what is known as portfolio analysis
(the process by which management evaluates the products and businesses that make up the company). Under the
BCG matrix of portfolio analysis, briefly explain with the help of a diagram what is meant when strategic business
units (SBUs) are; Stars, Question marks, cash cows and Dogs. (10 marks)
b) Define marketing mix and list and briefly explain the 4Ps of the marketing mix. (10 marks))
QUESTION 5 (25 marks)
a) Explain how companies identify attractive market segments and choose a market targeting strategy. (8marks)
b) What is a product life cycle (2marks)
c) Enumerate the stages of Product Life Cycle. (10marks)
QUESTION 6 (25 marks)
a) What are the factors which influence the Consumer Behaviour in the purchase of a product? (10marks)

b) Define Marketing and discuss its significance in the Modern World (10marks)

QUESTION 7 (20 marks)

Discuss the evolution of marketing (Hint: In point form)

QUESTION 8 (20 marks)

Explain the any five approaches of marketing.

QUESTION 9 (20 marks)

Explain in detail the paradigm shift from barter system to complex marketing.

END OF FINAL EXAMINATION

Page 3 of 3

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy