14 Aug Department of Business AdministrationADMN 2100h/A (Marketing-Part I) –Winter F

Department of Business AdministrationADMN 2100h/A (Marketing-Part I) –Winter Final Exam (April 15, 2014)Time Allowed: Two HoursInstructions:The exam is divided into two sections: the first section is short answer essays (20marks) and the second is long answer (argument) essay (10 marks). In the firstsection, you are to answer 10 out of 12 questions. In the second section, you are tochoose one essay out of two.Note: EACH SECTION OF THE EXAM MUST BE ANSWERED IN ASEPARATE BOOKLET.Section [1]: Answer the following (10) out of (12) questions (one hour)1. In the context of MIS (marketing information system), businesses see marketingresearch as the best tool to acquire information about the macro-environmentshaping their markets/customers. True/False? Justify your answer.2. To effectively communicate with its customers, Beats (an audio-tech. brand)sponsored ‘cool’ sports and music celebrities (e.g. LeBron James and LadyGaGa). This indicates that the brand segments its market/customers usingbehavioural variables. True/False? Justify your answer.3. From a strategic perspective, a company should drop a brand/product off itsportfolio if it is a [‘?’] on the BCG’s matrix. True/False? Justify your answer.4. The B2C model of consumer behaviour portrays consumers’ needs and wants astwo different types of consumer demand. True/False? Justify your answer.5. Using examples, explain the difference between the role of Retro-marketing andthat of Packaging in the innovative process of new product development?6. In the context of strategic pricing, the McDonalds’ ‘combo’ meal is an example ofan economic pricing strategy. True/false? Justify your answer.7. The Harry Potter film series [Harry Potter and the Philosopher Stone, Harry Potterand the Chamber of Secrets, Harry Potter and the Prisoner of Azkaban, etc.] havemanaged to deepen the portfolio of Harry Potter’s product in the movie market.True/false? Justify your answer.8. In the context of product classification, the elite positioning of ‘Stella Artois’ inthe beer market can classify it as a ‘special’ product. True/false? Justify youranswer.19. Manufacturers of B2B products are more inclined to adopt the concept ofRelationship Marketing (RM) than those of FMCGs. True/False? Justify youranswer using examples.10. In the context of services marketing, explain, using an example, the differencebetween the role of the ‘Process’ in the ‘serv-uction’ of a service and its role asthe ‘embedded essence’ of a service?11. From a strategic perspective, brands serving a niche segment should adopt anexclusive distribution strategy. True/false? Justify your answer.12. In the context of social marketing, advertising is seen as the most effectivemarketing communication tool. True/False? Justify your answer.Section [2]: answer (1) out of (2) questions (one hour)When answering, you should use theory, examples and references—ifpossible.The essay has to be coherent and has an introduction, a body, and aconclusion.Please write the selected question letter (A or B) clearly in the emptyspace on the external cover of the answer booklet.A. ‘In context of Macro-marketing, the shift towards a more sustainableconsumption calls for the adoption of more qualitative than quantitativeapproaches to marketing research. Critically assess the validity of this statement inlight of the characteristics and tools of each approach.B. ‘When going global, adopting a Mass-Customization strategy needs a wellbalanced utilization of both Relationship Marketing (RM) and TransactionalMarketing (TM) paradigms. Critically assess the validity of this statement in lightof the operating differences between both paradigms.2

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