Académique Documents
Professionnel Documents
Culture Documents
Question No.
Question 02
Question 03
Question 04
Question 05
Question 06
Question 07
Question 08
Question 09
Question 11
Part Three
Question No.
Question 12
Question 13
Question 14
Question 15
Total
Instructions to Candidates
Part Two
Candidates are expected to answer the questions in the space provided in the
question paper. All answers are compulsory.
Part Three
Other Instructions
State your Registration Number on the front cover of the answer book and on each
and every additional paper attached to it. Your name must not appear anywhere in
the answer book or answer scripts.
Always start answering a question on a new page.
You are reminded that answers should not be written in pencil or red pen except in
drawing diagrams.
Answer the questions using:
Page 2 of 20
PART ONE
Read the Question and Select the Most Appropriate Answer
Tick Your Choice in the Given Space
Question 01
Question 1.1
Fill in the blanks with the appropriate words in the correct sequence:
Question 1.2
The moral philosophies/principles that define right or wrong behaviour in marketing is known
as:
a) Marketing Ethics
b) Marketing Concept
c) Marketing Myopia
d) None of the above
Question 1.3
A sale is not the end of a process but the start of an organization’s relationship with a
customer. Such an approach is termed as:
a) Production Approach
b) Transaction Approach
c) Direct Marketing
d) None of the Above
Question 1.4
Fill in the blank with the appropriate word:
a) Competitor Orientation
b) Ambush Marketing
c) Internal Marketing
d) Marketing Communication
Page 3 of 20
Question 1.5
A company’s ______________consists of the actors and forces outside marketing that affect
the marketing management’s ability to build and maintain successful relationships with target
customers.
a) Corporate Culture
b) PESTEEL Factors.
c) Marketing Environment
d) None of the Above
Question 1.6
Which micro environmental factor is missing from the list: suppliers, competitors, publics,
customers?
a) Demographic
b) Technological
c) Distributors
d) Political
Question 1.7
Question 1.8
a) Market Research
b) Marketing intelligence
c) Marketing information systems
d) Qualitative Research
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Question 1.9
A method of data collection which involves either a face to face respondent or a group of 5-
20 respondents is known as:
a) Survey research
b) Observational research
c) Experimentation
d) Depth Interviews
Question 1.10
Question 1.11
A market place in which all the individual and households buy goods and services for
personal consumption is defined as:
a) Consumer market
b) Industrial market
c) Business market
d) International market
Question 1.12
With reference to organizational buying behaviour, there are three major types of buying
situations. These three types are:
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Question 1.13
a) Targeting
b) Geographical Segmentation
c) Positioning
d) Segmentation
Question 1.14
Organisations use wide range of positioning tools or variables to gain a slot in the customer’s
mind. ‘Signal’ Toothpaste is a well-known brand in Sri Lanka and the positioning tool used is
“Signal - Strong teeth and prevention of decay”.
Question 1.15
The Five stages of the product life cycle in the correct sequence is:
a) Development, Maturity, Decline, Introduction and Growth
b) Development, Maturity, Decline, Growth and Introduction
c) Introduction, Development, Maturity, Decline and Growth
d) Development, Introduction, Growth Maturity and Decline
Question 1.16
The Four (04) key steps in building a brand in the brand development process are:
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Question 1.17
The Product Life Cycle stage in which the sales rise rapidly and the product starts making
profits is known as:
a) Growth
b) Decline
c) Maturity
d) Introduction
Question 1.18
Fill in the blank with the appropriate word in reference to Services Marketing:
______________ means that services cannot be seen, tasted, felt, heard or smelt before
they are bought.
a) Perishability
b) Variability
c) Inseparability
d) Intangibility
Question 1.19
a) Staple products
b) Shopping products
c) Convenience products
d) Specialty products
Question 1.20
a) Product
b) Commodity
c) Brand
d) Place
Page 7 of 20
Question 1.21
A pricing strategy, whereby a monetary amount or percentage is added to the cost of the
product is referred to as:
Question 1.22
With reference to pricing strategies, which of the following is the most marketing-oriented
way of pricing?
a) Mark-up pricing
b) Competitor-based pricing
c) Cost-plus pricing
d) Value based pricing
Question 1.23
1. Price is the only element in the Marketing Mix which generates revenue
2. Price should be set in isolation; it should not be well blended with other Marketing Mix
variables
Question 1.24
a) Exclusive distribution
b) Physical distribution management
c) Channel management
d) Process management
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Question 1.25
______________ sell direct to the final consumer and may either purchase directly from the
manufacturer or deal with a wholesaler, depending on the purchasing power and volume
a) Brokers
b) Retailers
c) Agent
d) Wholesalers
Question 1.26
a) Communication
b) Campaign
c) Intermediary
d) Concept
Question 1.27
The first three steps/stages in the selling process in the correct sequence are:
a) Prospecting and Qualifying, Handling objections, Approach
b) Prospecting and Qualifying, Pre-approach, Handling objections
c) Prospecting and Qualifying, Pre-approach, Approach
d) Awareness, Pre-approach, Approach
Question 1.28
Page 9 of 20
Question 1.29
Question 1.30
You are devising the promotion mix for a business-to-business product targeted at business
organisations. Which of the following elements of the promotion mix would be
appropriate?
Question 1.31
a) Advertising
b) Sales Promotion
c) Public Relations
d) Personal Selling
Question 1.32
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Question 1.33
A ______________ represents the broad, long term tasks that the organisation wants to
accomplish through the conduct of its business. It provides the organisation a clear purpose
and direction, keeping on track and preventing it from drifting.
a) Mission statement
b) Corporate objectives
c) Marketing communications
d) New product development
Question 1.34
The commonest mechanism for structuring internal and external audit information to provide
a critical analysis is known as:
Question 1.35
One useful device for identifying growth opportunities is the product/market expansion grid
developed by Ansoff which gives the marketer four strategic options to achieve sales growth.
Question 1.36
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Question 1.37
Plans are nothing or useless unless they degenerate into action. ______________ is the step
and activities that are required to bring plans to life.
a) Marketing Control
b) Sales Forecasting
c) Contingency Planning
d) Implementation
Question 1.38
______________is a social networking site designed specifically for the business community.
a) Myspace
b) Facebook
c) LinkedIn
d) Instagram
Question 1.39
A social networking and micro blogging website that enables users to send and read messages
limited to 140 characters is known as:
a) Viral marketing
b) Intranet
c) Email
d) Twitter
Question 1.40
a) Blog
b) Extranet
c) Instagram
d) E-commerce
(Total 40 Marks)
Page 12 of 20
PART TWO
Answer All Questions in the Given Space
Question 02
a) Identify four (04) key functions/activities of Marketing.
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b) The Evolution of the Marketing Concept followed four main Orientations. Fill in the blanks
with emphasis on relevant orientations.
(04 Marks)
Question 03
a) What is Relationship Marketing?
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2) ……….………………………………………………………..……………………………………………………………….
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(04 Marks)
Question 04
From the Buyer’s view point, age of customer relationships, the seven P’s might be better
described as the seven C’s. Identify the relevant C’s.
Product
Price
Place
Promotion
People
Process
Physical Evidence
(04 Marks)
Question 05
Secondary data
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Primary data
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List Three (03) advantages of collecting primary data.
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(04 Marks)
Question 06
a) What is Market Segmentation?
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(04 Marks)
Page 15 of 20
Question 07
a) To ensure that pricing decisions are effective and consistent with the organisation’s
objectives, marketers should consider the five factors (5 C’s of Pricing). Fill the boxes with
the five factors.
PRICING DECISIONS
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(04 Marks)
Page 16 of 20
Question 08
Briefly explain the following with relevant product examples.
a) Intensive Distribution
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b) Selective Distribution
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c) Exclusive Distribution
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(04 Marks)
Question 09
a) Identify four (04) key characteristics of a successful salesperson.
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b) Identify four (04) direct marketing tools an organisation could use in order to develop a
direct relationship with its customers.
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(04 Marks)
Question 10
a) What is marketing planning?
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(04 Marks)
Page 18 of 20
Question 11
Briefly explain the following terms with reference to Digital Marketing.
a) Digital Marketing
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(04 Marks)
(10 Questions x 4 Marks)
Total of 40 Marks
Page 19 of 20
PART THREE
Select 2 Out of 4 Questions and Answer Them in Supplementary Sheets.
Attach Your Answer Sheets to The Question Paper.
Question 12
Explain briefly the three (03) key components/conditions of the marketing concept and list
three (03) benefits of implementing the marketing concept in an organisation.
(10 Marks)
Question 13
Briefly explain key stages of the Consumer Buying Decision Process with reference to a
product of your choice.
(10 Marks)
Question 14
With the aid of a diagram, explain the five (05) different levels of a product with relevant
examples.
(10 Marks)
Question 15
With reference to Marketing planning, an organization has to conduct two types of audits in
order to identify its current situation.
Explain the two (02) types of audits the organization has to conduct, indicating its purpose
and the key areas to be considered and list three (03) benefits of marketing planning to an
organization.
(10 Marks)
- END -
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