Sample/practice exam 2020, questions PDF

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BSMAN3008!Marketing!for!Managers!

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! Federation!Business!School! SAMPLE!EXAMINATION! BSMAN3008!Marketing!for!Managers! ! Examination!Duration:! !

120!minutes!

Reading!Time:! !

10!minutes!

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Total!Marks:!30!

EXAMINATION!RULES!

Exam!Conditions:!

1.! Do!not!detach!any! portion!of!the! examination!paper.!

This!is!a!Theory!examination! This!is!a!Closed!Book!examination! Materials!Permitted!In!The!Exam!Venue:! Normal!writing!materials! Materials!To!Be!Supplied!To!Students:! 1!x!Standard!Exam!Booklet!

2.! Listen!for!all! instructions!from! venue!supervisors.! 3.! Do!not!begin!writing! until!reading!time!has! ended.! 4.! Ensure!that!you!print! your!name!and! student!number!on!all! exam!papers,!answer! booklets!and!multiple! choice!sheets.!

Instructions!To!Students:! !

DO#NOT#REMOVE#ANY#PART#OF#THIS#PAPER#FROM#THE#EXAM#ROOM.#

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BSMAN3008!Marketing!for!Managers!

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EXAM!COMMENCES!NEXT!PAGE

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BSMAN3008!Marketing!for!Managers!

! This!examination!is!based!on!hypothetical!scenarios!relative!to!a!fictitious!company.! ! PRONTO!are!a!building!company!that!specialise!in!low!cost!family!dwellings!that! can!be!constructed!in!15!weeks.!PRONTO!have!locations!across!the!world. As!a!result!of!declining!home!loan!interest!rates!in!Asia!Pacific,!PRONTO!believe! there!is!potential!for!the!business!to!grow!their!market!share!with!property! investors!and!first!home!buyers!in!these!countries,!particularly!Singapore,! Malaysia,!and!Australia. PRONTO’s!marketing!is!solely!driven!from!their!Head!Office!is!in!Texas.!However,! PRONTO’s!Vice!President!of!Marketing,!Sam!Jones,!decides!that!it!is!necessary!to! appoint!an!Asia!Pacific!Director!of!Marketing!if!they!are!going!to!take!advantage!of! opportunities!to!grow!the!company!in!this!market.! You!have!been!appointed!to!this!position.! ! ! ! Question!1!(4!marks):! Your!initial!focus!is!to!develop!a!strategy!for!increasing!market!share!in!the!first! home!buyer!market.!You!come!up!with!a!specific!range!of!products!which!will!be! marketed!as!“My!PRONTO”. These!homes!will!be!the!cheapest!new!homes!on!the!market!and!due!to!PRONTO’s! buying!power!will!have!quality!fittings!and!fixtures!normally!only!seen!in!much! higher!priced!homes.! In!thinking!about!the!levels!of!a!product!(Core,!Actual,!and!Augmented)!explain! what!the!Augmented!product!is!(making!whatever!assumptions!you!feel! necessary).!

Question!2!(4!marks):! Discuss!how!you!might!segment!the!market!for!“My!PRONTO”!and!why!your! segmentation!approach!would!be!beneficial.

Question!3!(4!marks):! You!have!a!teleconference!with!Sam!to!discuss!the!marketing!plan!for!“My! PRONTO”.!Sam!remarks!that!marketing!is!all!about!advertising.!Discuss!whether! you!agree!with!this!comment.!

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BSMAN3008!Marketing!for!Managers!

! Question!4!(4!marks):!

PRONTO’s!Vice!President!of!Sales,!Chuck!Fraser,!complains!to!you!that!even! though!the!company!is!purchasing!the!popular!TALA!brand!of!fixtures!at!a!very! competitive!price,!if!your!purchased!TALA’s!unbranded!equivalent!range!of!items! the!company!could!save!a!further!10%.!You!want!to!send!an!email!to!Chuck!about! the!value!of!branding.!Draft!your!email!below.

Question!5!(4!marks):! Do!you!believe!PRONTO!should!operate!with!a!product!orientation!or!a!market! orientation?!In!your!answer!explain!why.!

Question!6!(4!marks):! In!preparation!for!setting!a!marketing!plan!and!strategy!for!growing!market!share! with!the!property!investor!market,!you!decide!it!is!necessary!to!undertake! research.!Explain!why!market!research!is!important!and!useful.!

Question!7!(4!marks):! The!outcome!of!your!research!indicates!that!the!property!investors!you!should! target!will!be!businesses.!In!your!discussions!with!Sam!he!asks!you!to!send!him! an!email!outlining!the!differences!in!buyer!behaviour!between!individuals!and! businesses.!Draft!this!email!below.

Question!8!(2!marks):! In!preparation!for!an!upcoming!department!meeting,!Sam!has!asked!you!to! prepare!a!short!summary!for!the!group!as!how!marketing!strategies!are!related!to! a!business!model.!List!this!short!summary!below. !

END!OF!EXAMINATION!

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