The Association of Business Executives

QCF

Introduction to Marketing
Monday 8 June 2015, Afternoon

1. Time allowed: 3 hours.

2. Read the instructions at the top of each section carefully.

3. Follow the recommended timing guide for each question.

4. No books, dictionaries, notes or any other written materials are allowed in this
examination.

5. Calculators, including scientific calculators, are allowed provided they are not
programmable and cannot store or recall information. All other electronic devices,
including mobile phones, are not permitted.

6. Candidates who break ABE Examination Regulations will be disqualified from the
examinations.

7. Question papers must not be removed from the examination room.

Structure of paper: Answer all four sections

Section A: Answer any two questions from Q1-Q3

Section B: Answer any two questions from Q4-Q6

Section C: Answer any two questions from Q7-Q9

Section D: Answer any two questions from Q10-Q12

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4IM0615 ABE 2015 K/601/6402

 This paper consists of four sections.
Follow the instructions at the top of each section.

Section A
You must answer any two questions in this section. Do not answer all three questions.
You should spend approximately 20 minutes on each question.

Q1 (a) Define the terms marketing and selling.

(b) (i) Explain two ways a company could use sales techniques and promotions to
attract new customers.
(ii) Explain two functions of the marketing department and describe two functions of
the HR department.

Q2 (a) Define the term marketing orientation.

(b) Describe two advantages and two disadvantages of adopting a marketing orientation
for a manufacturer of soap and personal care products.

Q3 ABC is an international banking organisation based in your country which has mainly focused
on business and corporate customers. The bank is looking to expand into personal banking
and to encourage people to open personal bank accounts.

(a) Discuss how conducting a frequent and thorough environmental analysis would help
ABC.

(b) Outline two economic and two social factors that the bank may take into account in
their analysis.

End of Section A

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 Section B
You must answer any two questions in this section. Do not answer all three questions.
You should spend approximately 20 minutes on each question.

Q4 A
 multinational organisation is considering introducing a new brand of ice cream into your
country. Explain four criteria that could influence their choice of distribution channels.

Q5 Describe the main features of an organisational decision-making unit (DMU), using a

company of your choice as an example.

Q6 Explain the five steps of the consumer decision-making process, using a high-value purchase
as an example.

End of Section B
Turn over to Sections C and D

4IM0615 3 [Turn over

 Section C
You must answer any two questions in this section. Do not answer all three questions.
You should spend approximately 20 minutes on each question.

Q7 E
 xplain the methods you could use to evaluate the success of an online advertising
campaign for a major supermarket.

Q8 Outline the advantages and disadvantages of two different promotional tools for attracting
customers to try a new brand of powdered milk.

Q9 Describe three PR tools you would use to promote a new hotel and leisure complex in your
country.

End of Section C

Section D
You must answer any two questions in this section. Do not answer all three questions.
You should spend approximately 20 minutes on each question.

Q10 Explain three sales tactics that can be used in personal selling to find new customers for an
organisation.

Q11 You have been asked to give an important presentation to a group of buyers from a major
retail chain who could stock your organisations new range of laptops.

Explain three ways you could develop a unique selling proposition (USP) for the product.

Q12 When trying to gain new customers, explain the advantages and disadvantages of
coldcalling on the telephone versus visiting the premises.

End of Section D
End of question paper

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