MKC1200 Sem2 2007 Exam

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Monash University Semester Two Examination Period 2007 Faculty of Business and Economics EXAM CODES:

MKC1200

TITLE OF PAPER:

Principles of Marketing

EXAM DURATION:

2 Hours writing time

READING TIME:

10 minutes

THIS PAPER IS FOR STUDENTS STUDYING AT:

Berwick Universities Caulfield Pharmacy

Clayton

Malaysia

Distributed Learning

Open

Gippsland Other (specify)

Peninsula

Enhancement Studies

South Africa

During an exam, you must not have in your possession, a book, notes, paper, calculator, pencil case, mobile phone or other material/item which has not been authorised for the exam or specifically permitted as noted below. Any material or item on your desk, chair or person will be deemed to be in your possession. You are reminded that possession of unauthorised materials in an exam is a discipline offence under Monash Statute 4.1. AUTHORISED MATERIALS CALCULATORS

YES

NO

OPEN BOOK

YES

NO

SPECIFICALLY PERMITTED ITEMS

YES

NO

INSTRUCTIONS TO CANDIDATES

1. The exam is worth 50% of the overall assessment. 2. This examination is marked out of 100. 3. You must pass the exam in order to pass the unit. 4. There are a total of nine questions and two sections in this exam. 5. Section A contains three compulsory questions and is worth 60 marks 6. Section B contains six questions (you must choose four) and is worth 40 marks.

This exam is for practice purposes the exam format has changed so the 2009 exam will not be the same Page 1 of 8

Section A – Short Essay Questions (60 Marks). You must answer each of the following three questions. All questions in this section are equally weighted.

Question One The microenvironment consists of “the forces close to the organisation that affect its ability to serve its customers” (Kotler et. al. 2007 pg 162).

Draw and label a diagram of the microenvironment. Use an example to illustrate how t he forces in the microenvironment affect the organisations ability to serve its customers.

Question Two Consider the following core concepts of marketing: Markets, needs and wants, products, exchange, value. Define each of these terms and explain the relationships between them using an example to illustrate your answer.

Question Three Define the term ‘brand’. Explain how a brand can affect the following five elements of customer delivered value •

product value

•

image value

•

time cost

•

monetary cost

•

psychic cost.

Customer delivered value

Total customer value

Total customer cost

Product value

Monetary cost

Services value

Time cost

Personnel value

Energy cost

Image value

Psychic cost


Section B – Short Answer Questions (40 Marks) You must answer four of the following six questions. All questions in this section are equally weighted.

Question Four Briefly describe each of the following a. Price elasticity b. Market skimming pricing c. Value-based pricing d. Price floor

Question Five List and briefly describe the four differences between goods and services. For any two of the differences outline the marketing implications of the difference.

Question Six Draw and label the complete Marketing Information System.

Question Seven List and describe any five factors that influence a buyers’ behaviour.

Question Eight “Members of the marketing channel move products from producers, importers, aggregators among others, to end-consumers.” (Kotler et. al, 2007 p. 546)

List and briefly describe any four of the functions that members of a marketing channel perform.

Question Nine What are the three broad types of communications objectives? Give two specific examples for each objective.


MKC1200 Sem2 2007 Exam

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