CONFIDENTIAL

BM/OCT 2009/MKT420

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

PRINCIPLES AND PRACTICE OF MARKETING MKT420 OCTOBER 2009 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. 3. 4. This question paper consists of six (6) questions Answer only four (4) questions in the Answer Booklet. Start each answer on a new page. Do not bring any material into the examination room unless permission is given by the invigilator. Please check to make sure that this examination pack consists of: i) ii) the Question Paper an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 3 printed pages
Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL

CONFIDENTIAL

BM/OCT 2009/MKT420

QUESTION 1 The ultimate objective of managing marketing is to gain customer satisfaction. Discuss the core concepts of marketing and explain how understanding these concepts can assist marketers in achieving customer satisfaction. (25 marks)

QUESTION 2 Establishing successful relationship are a crucial point in achieving profitable marketing objective. To strategize this effectively, the marketers must understand the major environmental forces that surround these relationships. With examples, describe the forces that could affect these relationships. (25 marks)

QUESTION 3 a) b) Define strategic business unit (SBU). (5 marks) Describe the usefulness of Product-Market Expansion Grid. With an aid of a diagram and appropriate example, explain the four (4) possible growth opportunities that can occur in the food and beverage industry. (20 marks)

QUESTION 4 a) Define market segmentation and explain any four (4) requirements for effective segmentation. (10 marks) To build profitable relationships with target customers, marketers must understand customer needs better than competitors do and deliver more value, to the extent that a company can position itself as providing superior value, and gains competitive advantage. (Kotler and Armstrong, 2006) Explain five (5) ways on how a company can gain competitive advantage and provide an example for each. (15 marks)

b)

Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL

CONFIDENTIAL

BM/OCT 2009/MKT420

QUESTION 5 a) Companies introducing a new product can choose between two broad pricing strategies. Distinguish between these two (2) strategies. (20 marks) How consumers can benefit from product bundle pricing? (5 marks)

b)

QUESTION 6 a) Define Online Marketing and explain the four (4) main domains for online marketing. (10 marks) b) The Internet benefits both buyers and sellers in a number of ways. Describe five (5) potential benefits gained by both buyers and sellers. (15 marks)

END OF QUESTION PAPER

Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL