CONFIDENTIAL BA/DEC 2019/MKT243/260

UNIVERSITI TEKNOLOGI MARA

FINAL EXAMINATION

COURSE FUNDAMENTALS OF MARKETING

COURSE CODE MKT243/260

EXAMINATION DECEMBER 2019

TIME 3 HOURS

INSTRUCTIONS TO CANDIDATES

1. This question paper consists of two (2) parts PART A (4 Questions)

PART B (5 Questions)

2. Answer ALL questions from PART A and any three (3) questions from PART B 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. Please check to make sure that this examination pack consists of:

i) the Question Paper

ii) 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 3 printed pages
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 CONFIDENTIAL 2 BA/DEC 2019/MKT243/260

PART A

QUESTION 1

a) Identify five (5) cohorts of age group that could influence marketers.
(5 marks)

b) Social responsibility is paying attention to the interest of every affected stakeholder

in every aspect of a firm's operation. Describe any two (2) stakeholders.
(5 marks)

QUESTION 2

a) List five (5) senses that stimulate consumer in the need recognition stage to buy
product or services.
(5 marks)

b) Describe two (2) ways on how consumers can reduce cognitive dissonance.

(5 marks)

QUESTION 3

b) Nike promotes all of its product items and lines with the theme "just do it". State five
(5) benefits of organizing related items into product lines.
(5 marks)

b) Briefly explain two (2) forms of labelling.

(5 marks)

QUESTION 4

a) List four (4) types of discrepancies in marketing channels.

(5 marks)

b) Describe any two (2) options for intensity of distribution that can be used by the
organization.
(5 marks)

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CONFIDENTIAL 3 BA/DEC 2019/MKT243/260

PARTB

QUESTION 1

Marketing management philosophies strongly influence an organization's marketing

processes. With appropriate examples, explain these four (4) philosophies.
(20 marks)

QUESTION 2

Positioning is a process of developing a specific marketing mix to influence potential

customers' over-all perception of a brand, product line, or organization in general. Discuss
five (5) bases for positioning.
(20 marks)

QUESTION 3

New products are important to sustain growth, increase revenues and profits, and replace
obsolete items. Classify any five (5) categories of new products and illustrate your answer
with an example.
(20 marks)

QUESTION 4

Retailers fall into one of several distinct types of retail stores, each of which features a
product assortment, types of services, and price levels. Discuss any five (5) major types of
retail operations.
(20 marks)

QUESTION 5

Sales promotion able to stimulate consumer buying and dealer effectiveness. Discuss any
five (5) forms of consumer sales promotion and provide an example for each form.

(20 marks)

END OF QUESTION PAPER

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