Exam 2017, questions PDF

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Summary

Student ID ________________ Semester One Assessment, 2017 Faculty / Dept: Management and Marketing Subject Code: MKTG10001 Subject Name: PRINCIPLES OF MARKETING Writing time: 2 hrs Reading: 15 minutes Open Book status: No Number of pages (including this page): 2 pages Authorised Materials: Students ...

Description

Student ID ________________ Semester One Assessment, 2017 Faculty / Dept:

Management and Marketing

Subject Code:

MKTG10001

Subject Name:

PRINCIPLES OF MARKETING

Writing time:

2 hrs

Reading:

15 minutes

Open Book status:

No

Number of pages (including this page):

2 pages

Authorised Materials: Students are permitted to bring in English-Other Language Translation Dictionaries without added text. These dictionaries cannot be in electronic form. All dictionaries will be checked during reading time. Instructions to Students: This examination contributes 60% to the final subject mark. This examination paper includes one (1) section: Section 1:

Contains six (6) essay questions. You are required to answer three (3) questions. All essay questions are equally weighted. This section accounts for 100% of the marks for the exam.

Instructions to Invigilators: Student may keep the paper: No Student may annotate the paper during reading time: Yes Paper to be held by Baillieu Library: Yes Extra Materials required (please supply): Graph paper: No

Multiple Choice form: No

Page 1

Section 1 - Select three (3) from six (6) questions. All questions are equally weighted. Take 40 minutes for each question. 1. A prominent law firm has sought your advice on how best to manage the pricing of their services. How does your understanding of segmentation and product development affect your recommendations?

(20 Marks)

2. Discuss how a firm’s frontline employees might be managed to achieve; (1) high levels of service quality, and (2) effective service recovery. What is the role of the (20 Marks) frontline employees in market-oriented firms? 3. Discuss how an integrated marketing communications strategy might help progress customers through their decision-making process. Describe how features of distribution channels help or hinder this process.

(20 Marks)

4. Describe the elements of a strong brand image. Discuss, using examples, how a firm’s management of price can reinforce or undermine a brand’s position.

(20 Marks)

5. Discuss the costs and benefits of a co-creation approach to product development. How might a firm’s approach to product development change over the product life cycle? (20 Marks) 6. High involvement customers often perceive greater risk in making a purchase than low involvement customers. Discuss, using examples, the types of risks customers can encounter and how effective management of the distribution channel can help reduce these risks.

END OF EXAMINATION PAPER

Page 2

(20 Marks)

Library Course Work Collections

Author/s: Management and Marketing Title: Principles of Marketing, 2017 Semester1, MKTG10001 Date: 2017 Persistent Link: http://hdl.handle.net/11343/190897...