Principles of Marketing

Management, Marketing, and Public Administration

Department

Faculty of Business Administration

Sharjah University

Student Name:
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Student Number :
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Exam: First exam 23/06/2009

Exam Duration: 1:15 hour

Exam Avenue: M4, W4 TH005

Course Instructor: Dr. Mohammad Al-hawari

Type Description Total Mark

questions

Part 1 Multiple choice 22 Qs 11 marks

questions

Part2 Short essays 3 Qs 9 marks

questions

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Part 1: Multiple Choice Questions (11 marks)

According to the simple five-step model of the marketing .1

process, a company needs to ________ before designing a
.customer-driven marketing strategy

A) determine how to deliver superior value

B) build profitable relationships with customers
C) use customer relationship management to create full partnerships
with key customers
D) understand the marketplace and customer needs and wants
E) construct key components of a marketing program

are human needs as shaped by individual ________ .2

.personality and culture

A) Needs
B) Wants
C) Demands
D) Values
E) Exchanges

Consumer research, product development, communication, .3

.distribution, pricing, and service are all core ________ activities

A) exchange
B) marketing
C) management
D) production
E) customer relationship management

The ________ concept is aligned with the philosophy of .4

continuous product improvement and the belief that
customers will choose products that offer the most in quality,
.performance, and innovative features

A) product
B) production
C) customer
D) marketing
E) promotion

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When an airline goes after a "share of travel" from its .5
.________ customers, it is attempting to increase

A) customer lifetime value

B) share of customer
C) total customer spending
D) customer satisfaction
E) customer ownership

Which of the following is the total combined customer .6

lifetime values of all a company's current and potential
?customers

A) share of customer
B) customer lifetime value
C) customer equity
D) profitability
E) share of market

FedEx offers its customers fast and reliable package .7

delivery. When FedEx customers weigh these benefits against
the monetary cost of using FedEx along with any other costs
.________ of using the service, they are acting upon

A) loyalty
B) relationship marketing
C) customer-perceived value
D) social relationships
E) a societal marketing campaign

Selecting which segments of a population of customers to .8

.________ serve is called

A) market segmentation
B) positioning
C) customization
D) target marketing
E) managing the marketing effort

When a firm develops and maintains a strategic fit between .9

.________ its goals and capabilities, it is performing

A) mission planning
B) values planning
C) strategic planning
D) business-portfolio planning
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E) operations planning

All of the following are examples of product-oriented .10

?mission statements, EXCEPT which one

".A) "We provide online services

".B) "We run theme parks
".C) "We sell shoes
D) "We sell lifestyle and self-expression; success and status;
".memories, hopes, and dreams
".E) "We rent hotel rooms

are low-growth, high share businesses or ________ .11

products. They generate a lot of cash that the firm uses to
.pay its bills and support other SBUs that need investment

A) Stars
B) Cash cows
C) Question marks
D) Dogs
E) Cats

Each department in a company that carries out value- .12

creating activities can be thought of as a link in the
.________ company's

A) market development
B) product development
C) business portfolio
D) value chain
E) value delivery network

Which of the following is the process of dividing a market .13

into distinct groups of buyers with different needs,
?characteristics, or behaviors

A) market targeting
B) market segmentation
C) positioning
D) marketing strategy
E) differentiation

Disney is identifying and developing new markets for its .14

.________ theme parks. Disney is exploring possibilities for

A) market penetration
B) market development
C) diversification
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D) harvesting
E) product development

Saturn is "a different kind of company, different kind of a .15

car"; the Hummer is "like nothing else." These statements
.________ reflect a firm's

A) product portfolio
B) target markets
C) market positioning
D) strategy
E) niche

You are directed to study the demographic, economic, .16

natural, technological, political, and cultural factors that are
larger societal forces affecting your company. What are you
?studying

A) the macroenvironment
B) the microenvironment
C) the external environment
D) the marketing mix
E) the global environment

A radio station that carries news, features, and editorial .17

?opinions about your area is which type of public

A) financial
B) media
C) citizen-action
D) local
E) government

Rachel Patino works for a wholesale company called .18

Distributors Unlimited. She is responsible for buying and
selling goods at a profit to small retailers. What is her
?market

A) business
B) reseller
C) wholesale
D) consumer
E) retail

A country with a(n) ________ economy consumes most of its .19

own agricultural and industrial outputs and offers few market
.opportunities

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A) industrial
B) service
C) technological
D) subsistence
E) rural

A regional supermarket chain runs print, radio, and .20

television advertisements announcing that 1% of each of its
sales is donated to local after-school programs for
underprivileged youth. This is an example of ________
.marketing

A) cause-related
B) generational
C) sustainable
D) tiered
E) cultural

Your company is making negotiations to enter a market in .21

Saudi Arabia. You would most likely discover that ________
.beliefs and values are open to change in this country

A) inherited
B) secondary
C) primary
D) core
E) traditional

Marketers should be aware of laws, government agencies, .22

and pressure groups that influence or limit various
organizations and individuals in a given society. This is most
.accurately described as the ________ environment

A) socio-legal
B) cultural
C) political
D) legal-technological
E) economic

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Part 3: Short Essays Questions (9 marks)

Choose any three questions

Question 1: Briefly compare and contrast the concepts of needs,

wants, and demands, giving an example of the first two? (3
marks)

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Question 2: Briefly explain the societal marketing concept. Give

an example of an organization that has effectively used the societal
marketing concept (3 marks)

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Question 3: Discuss how a company might use the Boston

Consulting Group's product portfolio analysis method. (3 marks)

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Question 4: Briefly describe any three types of publics faced
by marketers. (3 marks)

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Question 5: In a short essay, differentiate between the basic

marketing intermediaries. (3 marks)

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