CONFIDENTIAL BA/JUL 2023/MKT243/260 UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION COURSE FUNDAMENTALS OF MARKETING COURSE CODE MKT243/260 EXAMINATION JULY 2023 TIME 3 HOURS ISTRUCTIONS TO CANDIDATES 1 This question paper consists of three (3) parts PART A (20 Questions) PART 8 (20 Questions) PART C (2 Questions) 2 ‘Answer ALL questions in the Answer Booklet. Start each answer on a new page. 3 Do not bring any material into the examination room unless permission is given by the invigilator. 4 Flease check to make sure that this examinaticn pack consists of i) the Question Paper il) an Answer Booklet - provided by the Faculty 5 Answer ALL questions in English DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO This examination paper consists of 17 frinted pages (© Hak Cipta Universiti Teknologl MARA CONFIDENTIALCONFIDENTIAL 2 BA/JUL 2023/MKT243/260 PARTA TRUE/FALSE QUESTION 1 The most important functions of pack: are to contain and protect products promote products, facilitate product storage, ard facilitate recycling. (1 mark) QUESTION 2 Growth stage is the third stage of the product life cycle when sales typically grow at an increasing rate, many competitors enter the market, large companies may start acquiring small pioneering firms, and profits are healthy. (1 mark) QUESTION 3 In new product development process, after new ideas have been generated, they pass through the first fiter and this stage is called idea development which includes screening, aliminates ideas that are inconsistent with the organization's new-product strategy. (1 mark) QUESTION 4 Product life cycle (PLC) is a biological metaphor that traces the stages of a product's acceptance, from ite introduction (birth) to its decline (death). (1 mark) QUESTION 5 ‘As a new seller in the market, Encik Abu sets a penetration pricing policy whereby he charges a relatively low price for product initially as a way to each mass market over the competitors. (1 mark) QUESTION 6 Sales oriented pricing objective is essentially a passive policy where it seeks to maintain ‘existing prices or to meet the competition's prices and has the major advartage cf requiring little planning efforts. (1 mark) (© Hak Cipta Universiti Teknologi MARA CONFIDENTIALCONFIDENTIAL 3 BA/JUL 2023/MKT243/260 QUESTION 7 The advantage of break-even analysis is that it provides a quick estimate of how much the firm must sell to break even and how much profit can be earned if a higher sales volume is obtained. (1 mark) QUESTION 8 Marketing channels facilitate the physical movement of goods from location to location, thus representing “place” or ‘distribution’ in the marketing mix (product, price, promotion, and place) and encompassing the processes involved in getting the right product to the right place at the right time, (1 mark) QUESTION 9 Retailers are organizations that faciltate the movement of products and services from the manufacturer to producers, resellers, governments, institutions, and retailers. (1 mark) QUESTION 10 Selective distribution is a form of distribution intensty aimed at having a preduct available in every outlet where target customers might want to buy it, (1: mark) QUESTION 11 Toys R Us is an example of specialty store formats that allow retailers to refine their segmentation strategies and tailor their merchandise to specific target markets. A specialty store is not only a type of store but also a method cf retail operations namely, specializing in a given type of merchandise. (1 mark) QUESTION 12 Promotion is communication by marketers use to inform, persuade and remind potential buyers in order to influence their opinion or elicit a response. (1 mark) (© Hak Cipta Universit Teknologi MARA, CONFIDENTIALCONFIDENTIAL, 4 BA/JUL 2023/MKT243/260 QUESTION 13 Rebate is a certificate that entitles consumers to an immediate price reduction when they buy the product and best way to encourage product trial and repurchase. (4: mark) QUESTION 14 One of the advantages of personal selling it provides a detailed explanation or demonstration of the product. (1 mark) QUESTION 15 ‘Advertising is marketing communication activities, in which a short-term incentive motivates consumers to purchase a good or service immediately. (1 mark) QUESTION 16 Through online sales promotion, shoppers receive discounts, alerts on new products, and other enticing offers. In exchange, retailers are able to build customer databases that help them better understand customer preferences. (1 mark) QUESTION 17 ABC Company was fulfiling its philanthropic responsibility when it partnered with a non profit organization to save the world’s remaining tigers by donating more than million to establish the Save the Tiger Fund (1 mark) QUESTION 18 The foundatic for the pyramid of corporate social responsibility is legal resronsibilty. (1 mark) QUESTION 19 Customer relationship management (CRM) focuses on understanding customers as individuals instead of as part of a group. (1 mark) (© Hak Cipta Universiti Teknologi MARA CONFIDENTIALCONFIDENTIAL 5 BAJJUL 2023/MKT243/260 QUESTION 20 A social networking sites such as instagram is an offline platform that allows users to create a public profile and interact with other users. (1 mark) (© Hak Cipta Universit Teknologi MARA, CONFIDENTIAL,CONFIDENTIAL 6 BA/JUL 2023/MKT243/260 PARTB QUESTION 1 products are purchased with litle shopping effort. These products typically are purchased regularly, usually with Ittle planning, and require wide distribution. A Convenience B_ Specialty © Shopping D_ Unsought (2 marks) QUESTION 2 Shapes, such as the Jeep front grille and the Coca-Cola bottle is an example of which is the exclusive right to use a brand or part of a brand. A. brand B label C trademarks D_ copyright (2 marks) QUESTION 3 A type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase. A. Persuasive labeling B Design labeling Informational labeling D_ Details labeling (2 marks) QUESTION 4 New-product ideas that survive the initial screening process move to the stage, where preliminary figures for demand, cost, sales, and profitability are calculated A. idea analysis, B_ demand analysis C product analysis D_ business analysis (2 marks) © Hak Cipta Universiti Teknolog! MARA CONFIDENTIALCONFIDENTIAL 7 BA/JUL 2023/MKT243/260 QUESTION 5 Profit oriented pricing objectives include the following objectives EXCEPT A Profit Maximization B Mark-up pricing C Satisfactory Profits D_ Target Return on Investment (2 marks) QUESTION 6 Which of the followings is NOT the factors besides demand and costs that can influe ice price? A. Stages in the Product Life Cycle B Distribution Strategy C Product strategy D_ Promation Strategy (2 marks) QUESTION 7 strategy is sometimes called a “market-plus” approach to pricing because it denotes a high price relative to the prices of competing products availabe in the current market A. Penetration pricing B Status quo pricing © Sales pricing D_ Skimming pricing (2 marks) QUESTION 8 Which of the following are examples of facilitating functions performed by wholesaling intermediaries? A. Sorting and storing B_ Risk taking and promotion C Assorting, accumulating, grading, and allocating D_ Researching and financing (2 marks) @ Hak Cipta Universiti Teknologi MARA CONFIDENTIALCONFIDENTIAL 8 BA/JUL 2023/MKT243/260 QUESTION 9 One configuration of a marketing channel structure entails producers selling to consumers with no intermediaries involved. This type of channel structure is called a Limited distribution system Direct channel Conventional channel Vertical marketing system vom> (2 marks) QUESTION 10 is defined as all activities directly related to the sale of goods and services to ihe ultimate consumers for personal, non-business use or consumption. A Wholesaling B Retailing © Agentand broker D_ Franchising (2 marks) QUESTION 11 Which of the followings is NOT a characteristics of autometic vending (non store retailers) ? A. A low-profile yet important form of retailing, B_ Use of machines to offer goods for sale for example, the soft drink, candy, or snack. C Located in select stores, airports, supermarkets, and other high foot-traffic areas. D. The price of product in vending machine is cheaper compare to the same froducts in traditional retail settings. (2 marks) QUESTION 12 Promotional strategy is a plan for the optimal use of the promotional mix elements which includes ‘A. Adverising, publicity, direct marketing, and personal selling. B_ Sponsorship, direct marketing, personal selling, and electronic advertising. C Product, promotion, place, and price. D Advertising, personal selling, sales promotion, and public relations. (2 marks) © Hak Cipta Universiti Teknolog! MARA CONFIDENTIAL,CONFIDENTIAL 9 BAJJUL 2023/MIKT243/260 QUESTION 13 consists of all marketing activities tat stimulate consumer purchasing ‘Such as coupons, contests, free samples, and trade shows. A. Advertising B Trade sales promotion C Publicrelations D_ Consumer sales promotion (2 marks) QUESTION 14 is a strategy that involves getting one’s product, se-vice, or name to ‘appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet or at special events. Product placement Consumer Education Sponsorships New-Product Publicity com> (2 marks) QUESTION 15 Out of the four major promotional tools, which is considered the most believable or trustworthy by the audience? A. Advertising B_ Public relations C Personal selling D_ Sales promotions (2 marks) QUESTION 16 A unique form of institutional advertising called advertising is a means for corporations to express their viewpoints on various controversial issues. A comparative B issue C persuasive D advocacy (2 marks) (© Hak Cipta Universiti Teknologi MARA, CONFIDENTIAL,CONFIDENTIAL, 10 BA/JUL 2023/MKT243/260 QUESTION 17 is the congern of business for she long-range welfare of both the company and its relationships to the society within which it operates. A Consumerism B Cultural sensitivity C Corporate social responsibility D_ Conventional morality (2 marks) QUESTION 18 allow individuals to connect or network with friends, peers, and business associates. Connections are made around shared interests. shared environments, or personal relationships. A. Media sharing sites B_ Social networking sites C Social news sites D Review sites (2 marks) QUESTION 19 The pyramid of corporate social responsibilities contains all of the following components EXCEPT: A Legal responsibilities B_ Ethical responsibilities © Cultural responsibilities D_ Economic responsibilities (2 marks) QUESTION 20 Customer relationship management (CRM) s a company-wide business strategy designed to ‘A acquiring the right customers B_ instituting the best processes C_ motivating employees D_ Allof the above (2 marks) © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL,CONFIDENTIAL "1 BA/JUL 2023/MKT243/260 PARTC QUESTION 1 a) In AIDA concept the model proposes that consumers respond to marketing messages in a cognitive (thinking), affective (feeling), and conative (doing) sequence. Describe four (4) steps nvolved in the model. (10 marks) b) Advertising media are channels that advertisers use in mass communcation. Describe with example any five (5) major advertising meda (10 marks) QUESTION 2 a) Define blogs and discuss with example two (2) broad categories of blogs. (10 marks) b) Describe any five (5) models of sccial control in the society. (10 marks) END OF QUESTION PAPER © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL,