Trent university-ADMN 2100h/A (Marketing-Part I) –Winter Final Exam-1. In the context of MIS, businesses see marketing..
Trent university
Department of Business Administration
ADMN 2100h/A (Marketing-Part I) –Winter Final Exam (April 15, 2014)
Time Allowed: Two Hours
Instructions:
The exam is divided intotwo sections: the first section isshort answer essays (20 marks) and the second islong answer (argument) essay (10 marks). In the first section, you are to answer10 out of12 questions. In the second section, you are tochoose one essay out of two.
Note:EACH SECTION OF THE EXAMMUST BEANSWERED IN ASEPARATE BOOKLET.
Section [1]: Answer the following (10) out of (12) questions (one hour)
1. In the context of MIS (marketing information system), businesses see marketing research as the best tool to acquire information about the macro-environment shaping their markets/customers. True/False? Justify your answer.
2. To effectively communicate with its customers, Beats (an audio-tech. brand) sponsored ‘cool’ sports and music celebrities (e.g. LeBron James and Lady GaGa). This indicates that the brand segments its market/customers using behavioural variables. True/False? Justify your answer.
3. From a strategic perspective, a company should drop a brand/product off its portfolio if it is a [‘?’] on the BCG’s matrix. True/False? Justify your answer.
4. The B2C model of consumer behaviour portrays consumers’ needs and wants as two different types of consumer demand. True/False? Justify your answer.
5. Using examples, explain the difference between the role of Retro-marketing and that of Packaging in the innovative process of new product development?
6. In the context of strategic pricing, the McDonalds’ ‘combo’ meal is an example of an economic pricing strategy. True/false? Justify your answer.
7. The Harry Potter film series [Harry Potter and the Philosopher Stone, Harry Potter and the Chamber of Secrets, Harry Potter and the Prisoner of Azkaban, etc.] have managed to deepen the portfolio of Harry Potter’s product in the movie market. True/false? Justify your answer.
8. In the context of product classification, the elite positioning of ‘Stella Artois’ in the beer market can classify it as a ‘special’product. True/false? Justify your answer.
9. Manufacturers of B2B products are more inclined to adopt the concept of Relationship Marketing(RM) than those of FMCGs. True/False? Justify your answer using examples.
10. In the context of services marketing, explain, using an example, the difference between the role of the ‘Process’ in the ‘serv-uction’ of a service and its role as the ‘embedded essence’ of a service?
11. From a strategic perspective, brands serving a niche segment should adopt an exclusive distribution strategy. True/false? Justify your answer.
12. In the context of social marketing, advertising is seen as the most effective marketing communication tool. True/False? Justify your answer.
Section [2]: answer (1) out of (2) questions (one hour)
When answering, you should use theory, examples and references—if possible.
The essay has to be coherent and has an introduction, a body, and a conclusion.
Please write the selected question letter (A or B) clearly in the empty space on the external cover of the answer booklet.
A. ‘In context of Macro-marketing, the shift towards a more sustainable consumption calls for the adoption of more qualitative than quantitative approaches to marketing research. Critically assess the validity of this statement in light of thecharacteristics and tools of each approach.
B. ‘When going global, adopting a Mass-Customization strategy needs a well-balanced utilization of both Relationship Marketing (RM) and Transactional Marketing (TM) paradigms. Critically assess the validity of this statement in light of the operating differencesbetween bothparadigms.