ANSWER SCHEME BMMK5103 MAY 2012

(INTAKE MAY 2012)

PART A
INSTRUCTIONS: 1. THERE ARE TWO (2) QUESTIONS IN THIS PART.
2. ANSWER BOTH QUESTIONS.

Question 1
a. Topic 6, Section 6.1
Characteristics of business market;
1. Fewer and larger buyer
2. Close supplier-customer relationship
3. Professional purchasing
4. Multiple buying influences
5. Multiple sales calls
6. Derived demand
7. Inelastic demand
8. Fluctuating demand
9. Geographically concentrated buyers
10. Direct purchasing
Any 5 with explanations
(5 x 2 m = 10 marks)
b. Section 6.2.1
Millennium Architect relates to members of buying center in government;
1. Initiators
2. Users
3. Influencers
4. Deciders
5. Approvers
6. Buyers
7. Gatekeepers
Any 5 with explanations
(5 x 2 m = 10 marks)
Question 2
a. Topic 10, Section 10.3
AirAsia monitor three (3) variables to analyse the competitors;
1. Share of market
2. Share of mind
3. Share of heart
(With explanations = 10 marks)

b. Section 10.4
Defending market share for market leader like AirAsia;
1. Position defense
2. Flank defense
3. Preemptive defense
4. Counter offensive defense
5. Mobile defense
6. Contraction defense
Any 5 with explanations
 (5 x 2 m = 10 marks)

PART B
INSTRUCTIONS: 1. THERE ARE FIVE (5) QUESTIONS IN THIS PART.
2. ANSWER THREE (3) QUESTIONS ONLY.

Question 1
a. Topic 11, Section 11.2.3
Discuss the main service differentiators;
1. Ordering ease
2. Delivery
3. Installation
4. Customer training
5. Maintenance and repair
6. Returns
Any 5 with explanations
(5 x 2 m = 10 marks)
b. Section 11.4
Importance of packaging as marketing tool;
1. Self-service
2. Customer affluence
3. Company and brand image
4. Innovation opportunity
(With explanations = 10 marks)

Question 2
a. Topic 5; Section 5.2.1
• Freud’s Motivation;
Motives:
A motive is an internal energizing force that orients a person's activities toward
satisfying a need or achieving a goal.
Actions are effected by a set of motives, not just one. If marketers can identify
motives then they can better develop a marketing mix.
• Maslow’s hierarchy of needs;
Physiological
Safety
Love and Belonging
Esteem
Self Actualization
Need to determine what level of the hierarchy the consumers are to determine what
motivates their purchases.
(2 x 5 m =10 marks)
b. Section 5.3
Relate Sulaiman and Siti buying decision process of purchasing a new house;

(With explanations = 10 marks)

Question 3
a. Topic 8; Section 8.2.1
Criteria of brand elements for Apple;
1. Memorable
2. Meaningful
3. Likeability
4. Transferable
5. Adaptable
6. Protectible
(With explanations; 6 x 2 m = 12 marks)

b. Section 8.5.2
Brand extensions improve odds on Apple’s new-product success;
- Leverage the brands
- Advantages; facilitate new product acceptance
Provide positive feedbacks to parent company
(With explanations = 8 marks)

Question 4
a. Topic 7; Section 7.1.4
Relate customerization to marketing;
- Customers are taking more individual initiative in determining what and how to buy
- Empower customers to design any offerings of their choice
- A company is customized when it is able to respond to individual customers

(Explanation and relevant examples = 8 marks)

b. Section 7.2.4;
Marketers divide buyers into groups based on behavioural variable
- Loyalty status includes;
- hard-core
- split
- switchers
- attitudes
 (Explanations and examples = 12 marks)

Question 5
a. Kotler’s Designing and Managing Services
Relate OUM with four distinctive characteristics of services;
1. Intangibility
2. Inseparability
3. Variability
4. Perishability
(With explanations = 10 marks)

b. Kotler’s Designing and Managing Services

Determinants of service quality;
1. Reliability
2. Responsiveness
3. Assurance
4. Empathy
5. Tangibles
(With explanations; 5 x 2 m = 10 marks)