Diploma of Business & Enterprise (3113C0207)
Date / Group/ClassGiven Name / Family Name
VU Student Number
LOCATION: Liaoning University
COURSE: Diploma of Business & Enterprise (3113C0207)
SUBJECT: Marketing (3313C0207U06)
TITLE: Examination Overview 2013
Instructions
§ This assessment is worth 50% of your final result for this unit of study
§ Time allowed to complete the exam 3 hours plus 10 minutes reading time
§ You must put your name and VU student ID in the space provided above.
§ If a student does not achieve at least 50% on the exam, but their overall mark for the unit is over 45%, they are entitled to re-sit the exam, of which they will only get 50% if they pass.
Resources required
§ This exam is closed book
§ No electronic or paper dictionaries allowed
Questions
Mark allocation is shown for each question
1. There are three parts to this Exam
2. Part A – (10) Multiple Choice questions worth a total of 10 marks
3. Part B – (5) Short answer questions worth four marks with a total of 20 marks
4. Part C – (3) questions worth ten marks with a total of 30 marks
Exam Hints
1. Read all the questions carefully during the 10 minute reading time
2. Underline key words or concepts and define key words.
3. Use the question in the answer at the start of your response.
4. Answer the question
5. Plan out your study for the Exam
Please focus on studying key concepts in ‘Marketing’ that will include the following:
1. ‘Marketing’ a product or service
2. Societal Marketing
3. Marketing Management Philosophies or approaches –The Sales approach, Marketing orientation & Societal Marketing orientation.
4. Differences between the Marketing approach and selling concept
5. Marketing Mix- 4 P’s –Product, Price, Place & Promotion
6. ‘Word of Mouth’ Marketing – Customers talking about your product or service
7. Cause related Marketing- cooperative efforts for social good and mutual benefits
8. Challenges in Marketing- Global competition, new technology (Smart phones & internet),international travel by jet airplanes (Fast & efficient) Environmental concerns-recycling of old products, limit the use of plastics, energy efficiency and reduce pollution
9. Micro Internal environment- Management, Marketing Personnel, Production, Company image, Location of the business, Finance & Capital
10. Macro External environment-Demographic, Geographic, Technology, Competition, Social & Cultural, Legal & Political
11. Marketing intermediaries- Suppliers, Transport companies, media & advertising agencies, banks & insurance companies, Government departments- Customs & Quarantine provide marketing services
12. Marketing Research defined and important stages in the marketing research process
13. Qualitative research (consumer opinions & feedback from interviews)
14. Quantitative research ( Statistical –numbers of respondents in a survey)
15. Marketing Segmentation-demographic, geographic, psychographic & user/benefit
16. The Target market for a product
17. Positioning – developing an image for the product in the mind of the consumer
18. Marketing Mix-Product strategies & product levels, pricing strategies, distribution strategies & promotional strategies
19. Consumer behaviour and what motivates a consumer to purchase –‘Hierarchy of needs’
20. Generation- Gen Y, Gen X, Gen Z??? & Baby Boomers (1946- 1964)
21. Values and Lifestyles: Fulfilled, Believers, Achievers etc.
22. Consumer market & Business Market
23. ‘Perception’ - the process of selecting, organising and interpreting information to produce meaning
24. Marketing logistics-The distribution process or logistics channel from Manufacturer, Wholesalers to Retailers including the Transport companies to deliver the product
25. Types of retail outlets: Department stores, Specialist retailers, Brand retailers, Grocery or Supermarket
26. Placement distribution strategy for a new product –Retail store or specialist store
27. Promotional strategies –Advertising in newspapers, magazines, on a website or on TV; Public Relations –using the media (write a story for a newspaper about the product, Sales promotions with discounting signage and use Sales staff to push a product
28. Product Life cycle – Improve the PLC by releasing a new product or change packaging
29. International marketing decisions
30. Global macro environment
31. Entry strategies for a Company- Exporting, Licensing, Joint Venture and Foreign Direct investment
32. Adjust the marketing mix for foreign markets- Release a new product, change product features to a new market, change the price, create a website & place in a department store
33. Methods of Payment- Prepayment, Documentary Sight/Term Bill against payment/acceptance, Documentary Credit (L/C) or Open Account.
Possible areas for large response questions:
Please focus on key marketing concepts and applying them to a company, a product, service or even a city or country
1. Marketing & Marketing Mix
2. Marketing a product or a service (Hotel, Travel, Health & Beauty services,
3. The Marketing environment- Internal & external environment for a local company or an international company.
4. Challenges to a business- to be competitive, innovative & environmentally friendly
5. Recommendations to improve the marketing success of a local or international business
6. Segmentation-key bases, Target Marketing and Positioning- Target Market
7. Product Life Cycle and importance of new product development in a business
8. Consumer Behaviour & the motivation of consumers to purchase a product – Maslow’s ‘Hierarchy of needs’ – Physical needs, Safety, Belonging (Family & Friends) Esteem & Self Actualisation
9. Retail marketing of a business & the use of Promotional strategies
10. International Marketing of a Company- Choosing the right market entry strategy.
Version Date 08/05/2013
Author Trevor Atkinson Reviewed Mike Hulks
Filename Marketing Exam Overview 2013–Liaoning University Page 1 of 3