CONFIDENTIAL BA/FEB 2023/MKT243/260

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UNIVERSITI TEKNOLOGI MARA
FINAL EXAMINATION

COURSE FUNDAMENTALS OF MARKETING

COURSE CODE MKT243/260
EXAMINATION FEBRUARY 2023
TIME 3 HOURS

INSTRUCTIONS TO CANDIDATES

1. This question paper consists of two (3) parts: PART A (20 Questions)
PART B (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. 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 11 printed pages
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PART A
Choose TRUE (T) or FALSE (F) for the questions below.

QUESTION 1

A product unknown to the potential buyers, or a known product that the buyer does not
actively seek is referred to as a specialty product.
(1 mark)

QUESTION 2
Packaging is all activities of designing and producing the container for a product.
(1 mark)

QUESTION 3
Consumer products are used to manufacture other goods or services, to facilitate an
organization's operations or to resell to other customers.
(1 mark)

QUESTION 4
Brand equity is the symbol that cannot be spoken in a brand.
(1 mark)

QUESTION 5

Price skimming works best when there is strong demand for a good or service.
(1 mark)

QUESTION 6
Penetration pricing is a policy whereby a firm charges a relatively high price for a product
initially as a way to reach the mass market.
(1 mark)

QUESTION 7

Markup pricing is a method used by wholesalers and retailers to establish a selling price,
and does not directly analyze the cost of production.
(1 mark)

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QUESTION 8

Department store acts as a separate profit center, but center management sets policies
about pricing and the types of merchandise carried.
(1 mark)

QUESTION 9

Category killer is a large retailer that stocks and sells a wide variety of merchandise
including groceries, clothing, household goods and other general merchandise.
(1 mark)

QUESTION 10

Agents are those intermediaries that negotiate contracts or prices on the producer's behalf.
(1 mark)

QUESTION 11
Direct marketing is when representatives sell products door to door, in offices or at in-home
sales parties.
(1 mark)

QUESTION 12
Goals of persuasive promotion include; to increase awareness, encourage brand switching
and remind customers where to buy products.
(1 mark)

QUESTION 13
AIDA concept is a model that proposes consumers respond to marketing messages in a
cognitive (thinking), affective (feeling) and conative (doing) sequence.
(1 mark)

QUESTION 14

Sweepstakes are promotions in which participants use some skills or ability to compete for
prizes.
(1 mark)

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QUESTION 15
Product placement, consumer education, event sponsorship and the new product publicity
are all functions of public relation tools.
(1 mark)

QUESTION 16

During lead qualification; a recognized need, buying power and the competition are involved
in determining a sale's prospect.
(1 mark)

QUESTION 17
A blog is a publicly accessible web page that functions as an interactive journal, where
readers can post comments on the author's entries.
(1 mark)

QUESTION 18

Some common mobile marketing tools include; Short Message Service (SMS), Mobile
Website (MOBI and WAP website), Bluetooth Marketing and Microblogs.
(1 mark)

QUESTION 19

The media play a key role in informing the public about actions of individuals and
organizations in representing a part of models social control.
(1 mark)

QUESTION 20

The foundation for the pyramid of corporate social responsibility is philanthropic

responsibility.
(1 mark)

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PARTB
Multiple choice questions

QUESTION 1

Product mix width can be defined as:

A Commercialization
B Test marketing
C Idea screening
D Idea generation
(2 marks)

QUESTION 2

There are so many smartphones sold on the market, and they vary so much on price, quality
and features that consumers often have trouble comparing them. A smartphone would
probably be considered a product.
A convenience
B specialty
C shopping
D unsought
(2 marks)

QUESTION 3

In the stage of a new-product, the research and development (R&D) or

engineering department may develop a prototype of the product and should start sketching a
marketing strategy.
A development
B business analysis
C concept testing
D idea generation
(2 marks)

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QUESTION 4
All of the following are examples of characterizes of product during introductory stage
EXCEPT:
A a high failure rate
B little competition
C limited distribution
D sales increase at a slower rate
(2 marks)

QUESTION 5
What is the best method used by some wholesalers and retailers to establish a selling price?
A Break-even pricing
B Markup pricing
C Cost pricing
D Turnover pricing
(2 marks)

QUESTION 6

A firm using cannot charge a price higher than the product's perceived value.
A status quo pricing
B sales maximization
C profit maximization
D satisfactory pricing
(2 marks)

QUESTION 7

A firm with the objective of maximizing sales ignores profits, competition and the marketing
environment as long as sales are rising, is referring to:
A Sales maximization
B Profit maximization
C Target return on investment
D Market share
(2 marks)

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QUESTION 8

Which of the following types of stores has a low gross margin, a broad product assortment
and a low level of service?
A Drugstore
B Convenience store
C Specialty store
D Supermarket
(2 marks)

QUESTION 9

HBO selectively distributes its popular television shows through a series of its own
subscription-based channels and sells subscriptions or single episodes through Apple,
Amazon.com and Sony's online stores rather than through Netflix. HBO is focusing on
distribution.
A intensive
B selective
C exclusive
D restrictive
(2 marks)

QUESTION 10

The soft drink, candy, snack, ice cream, DVDs, digital cameras and perfume vending
machines commonly found in public places and office buildings. These vending machines
would be an example of a(n):
A Automatic vending
B Direct retailing
C Direct marketing
D E-tailing
(2 marks)

QUESTION 11

Which of the following is NOT a category of discount stores?

A Warehouse club
B Supercenters
C Specialty stores
D Off-price retailers
(2 marks)

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QUESTION 12
The free Dettol hand sanitizer was given to consumer as a trial on top of the purchase of
twin pack Sheltox mosquito spray. This is an example of:
A premium
B loyalty marketing program
C sampling
D point-of-purchase promotion
(2 marks)

QUESTION 13

One big advantage of using is that it offers manufacturers a captive audience in

retail stores.
A point-of-purchase display
B trade show
C direct demonstration
D rebate
(2 marks)

QUESTION 14

is a form of lead generation in which the salesperson approaches potential

buyers without any prior knowledge of the prospect's needs or financial status.
A Referral
B Networking
C Pre approach
D Cold calling
(2 marks)

QUESTION 15

Firms use when a product enters the growth phase of the product life cycle and
as other companies begin to enter the marketplace with similar products.
A competitive advertising
B comparative advertising
C pioneering advertising
D advocacy advertising
(2 marks)

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QUESTION 16

Which of the following would be considered as the factors affecting promotional mix?
A Push and pull strategies
B Stages in the product life cycle
C Type of buying decision
D All of the above factors
(2 marks)

QUESTION 17

Facebook, Instagram, Snapchat and Linkedln are all example of:

A Social networks
B Microblogs
C Media sharing sites
D Social news sites
(2 marks)

QUESTION 18
Which of the websites allows users to decide which content is promoted on a given website
by voting that content up or down?
A Location-based social networking sites
B Social news sites
C Media sharing sites
D Social networking sites
(2 marks)

QUESTION 19

According to the pyramid of corporate social responsibility, the responsibilities that include
do what is right, just and fair; and avoid harm is called:
A Social obligation
B Accountable
C Legal
D None of the above
(2 marks)

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QUESTION 20
Which of the following modes of social control that are created by governments are then
enforced by governmental authority?
A laws
B ethics
C formal groups
D self-regulation
(2 marks)

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PARTC
Short Answer Questions

QUESTION 1

a) Describe five (5) advantages of personal selling.

(10 marks)
b) Discuss five (5) consumer sales promotional tools.
(10 marks)

QUESTION 2

a) Elaborate with diagram, the pyramid corporate social responsibility of an

organization.
(10 marks)

b) Discuss with example five (5) social media tools that can be employed as part of
an organization's social media strategy.
(10 marks)

END OF QUESTION PAPER

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