University of Jaffna – Sri Lanka

First Examination in Bachelor of Business Administration Honours – 2021

Second Semester
Held in March - 2023
BBAM 12043: Marketing Management

Time: Three hours

Instructions to Candidates

This question paper has two (02) Parts: Part I and Part II on eight (08) pages.

Part I
❖ Part I has 20 Multiple Choice Questions.
❖ All questions should be answered in the given answer sheet, and it should be attached with
your part II answer script.
❖ This part carries 20 marks.

Part II
❖ Part II consists of Seven (07) questions, and you are required to answer any Four (04)
questions only.
❖ Each question carries 20 marks.
❖ Begin each question on a new page.
❖ You are responsible for clear and legible handwriting.

Page 1 of 8
 PART I
Circle the appropriate answer on the given answer sheet.

1) Why is good marketing not an accident?

a) It is all about selling
b) It is a providing quality goods and services
c) It is a careful planning and execution
d) It deals with customers

2) What do marketers do in the complex challenges amid profound changes in the 21st-
century marketing environment?
a) Making profit
b) Creating quality goods
c) Exchange the offering for a low price
d) Creating new solutions

3) Which of the following describes communication?

a) Getting those offerings to the consumer in a way that optimizes value.
b) Broadly, describing those offerings, as well as learning from customers.
c) Creating offerings that have value.
d) Trading value for those offering

4) Which of the following is a company’s customer manufacturing department?

a) Production department
b) Manufacturing department
c) Human resource department
d) Marketing department

5) What is the shortest good definition of marketing?

a) Creating network profitably
b) Selling goods profitably
c) Creating profit quickly
d) Meeting needs profitably

Page 2 of 8
6) What is the expansion of the ‘SOSTAC’ model of a marketing plan?
a) Social analysis, Oreiented, Selling, Tactics, Application, Correctly
b) Systematic analysis, Operation, Services, Tactical, Accounts, Customers
c) Situation analysis, Objectives, Strategy, Tactics, Actions, Control
d) Service analysis, Optimization, System, Target, Advantage, Competition

7) Which of the following mentions the state of deprivation of some basic satisfaction?
a) Needs
b) Wants
c) Willingness
d) Desire

8) What is non-existence demand?

a) Consumers dislike the product
b) Consumers may be unaware of or uninterested in the product.
c) Consumers may be attracted to products that have undesirable social consequences.
d) Consumers share strong needs that cannot be satisfied by existing products.

9) Which of the following concept is suitable for insurance and cemetery plots?
a) Production concept
b) Product concept
c) Selling concept
d) Social marketing concept

10) The distinguishing feature of the service is mentioned as the actions and performances
rendered as services cannot be seen, felt, or touched.
a) Variability
b) Intangibility
c) Perishability
d) Inseparability

Page 3 of 8
11) Which of the following marketing mix is used by marketers to communicate with the
target audience, engage with them, and convince them of the offer’s merit?
a) Product
b) Price
c) Place
d) Promotion

12) A set of product features and specifications that buyers usually anticipate when they buy
something is called:
a) Core product
b) Actual product
c) Expected product
d) Augmented product

13) ................................... are consumed quickly, and consumers buy them more frequently,
which are generally made available by the producer through a large number of convenient
retail outlets.
a) Shopping products
b) Speciality products
c) Durable products
d) Non-durable products

14) Which of the following does not describe Sri Lanka's changing nature of family or
household structure?
a) Choosing not to marry
b) The changing age structure of the population
c) Marrying without intending to have children
d) An increasing number of stay-at-home dads

15) What are the three pillars of environmental sustainability

a) People, Planet, Profit
b) People, Process, Physical evidence
c) People, Process, Price
d) Place, Process, product

Page 4 of 8
16) ………………………… is one of the requirements for an effective segmentation
a) Value for money
b) Services
c) Substantial
d) Country of origin

17) ………………………. consists of a set of buyers who share common needs or

characteristics that a company decides to serve.
a) Consumer market
b) Target market
c) Market segmentation
d) Target Marketing

18) ………………………………. are deliberate pragmatists/practical people who adopt the

new technology when its benefits have been demonstrated & a lot of adoption has
occurred.
a) Innovators
b) Early adopters
c) Early Majority
d) Late majority

19) …………………………. is the product development stage at which the product and
marketing program are introduced into more realistic marketing settings.
a) Concept development and testing
b) Market strategy development
c) Product development
d) Test marketing

20) What is the marketing objective of a product that is in its maturity stage of the product life
cycle?
a) Maximize profits while defending market share
b) Maximize market share
c) Create product awareness and trial
d) Reduce expenditure (Total 20 Marks)

Page 5 of 8
 PART II
Answer any Four (04) questions only
Question 01
“Marketing plays a critical role in the present world by helping businesses reach and engage
with their customers, increase sales, and compete in a crowded marketplace.”
a) “Marketing managers are not limited to selling roles. They have to perform different
roles.” Explain this statement. [10 Marks]

b) Why is the marketing department not functioning alone? Discuss your answer.
[10 Marks]
[Total 20 Marks]
Question 02
a) “A product is a tangible or intangible item designed to fulfil customers’ needs or wants
of customers. It can be anything that can be offered to a market for attention, acquisition,
or use.” Do you agree? Explain it. [10 Marks]

b) “Buyers referred to a group as a market.” Elaborate on different market types.

[10 Marks]
[Total 20 Marks]

Question 03
a) “A hairstylist provides a haircut to a customer in real-time, and the customer experiences
the service as it is being delivered. This is different from a physical goods, which can
be produced and consumed later.” Explain the characteristics to differentiate the service
from the physical goods. [10 Marks]

b) Because of the differences, service providers must use different marketing mix
strategies to promote and sell their services. For example, they may need to focus more
on building personal relationships with customers, providing high-quality customer
service, and customizing their services to meet the specific needs of individual
customers. Discuss the service mix strategies. [10 Marks]
[Total 20 Marks]

Page 6 of 8
Question 04
a) “A company can expand its product line in two ways: by line filling or line stretching.”
Explain both ways with real-world examples. [08 Marks]

b) Discuss the major differences between a cost-based pricing strategy and a customer
value-based pricing strategy. [06 Marks]

c) Name and briefly describe any four major promotional tools that a firm might use to
build positive customer relationships. [06 Marks]
[Total 20 Marks]

Question 05
a) “Our country's current economic downturn has a greater impact on the demographic
environment of business.” Briefly explain the most recent trends in Sri Lanka’s
demographic environment. [10 Marks]

b) “The majority of businesses have moved away from mass marketing and toward target
marketing.” Explain the different levels of market targeting. [10 Marks]
[Total 20 Marks]

Question 06
a) A firm can obtain new products through acquisition and the firm’s own marketing
efforts. Discuss this statement. [06 Marks]

b) Explain how a company can use its competitors to generate ideas for new products or
services. [06 Marks]

c) Would you always go through the process of gathering information, evaluating it, and
then making a decision to purchase a product or service? [08 Marks]
[Total 20 Marks]

Page 7 of 8
Question 07
Write short notes on any five of the following:
a) Relationship Marketing
b) Holistic marketing concept
c) Types of demand
d) Product portfolio
e) Strategic Sweet Spot
f) Green Marketing Myopia
g) Consumer adoption process
(5 x 4 = 20 marks)

– END –

Page 8 of 8