Trent university-ADMN 2100h/A (Marketing-Part I) –Winter Final Exam-1. In the context of MIS, businesses see marketing..

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Trent universityDepartment of Business Administration

ADMN 2100h/A (Marketing-Part I) –Winter Final Exam (April
15, 2014)

Time Allowed:
Two Hours

Instructions:
The exam is divided intotwo sections: the first section isshort answer essays (20 marks) and the second islong answer (argument) essay (10
marks). In
the first section, you are to answer10 out of12 questions. In the
second section, you are tochoose one essay out of two.
Note:EACH
SECTION OF THE EXAMMUST
BEANSWERED 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 marketing research as the best tool to
acquire information about the macro-environment
shaping 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 Lady
GaGa). This indicates that the brand segments its market/customers using behavioural
variables. True/False? Justify your answer.

3.
From a
strategic perspective, a company should drop
a brand/product off its portfolio
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 as two different types of consumer demand.
True/False? Justify your answer.

5.
Using
examples, explain the difference between the role of Retro-marketing and that of Packaging
in the innovative process of new
product development?

6.
In the
context of strategic pricing, the McDonalds’
‘combo’ meal is an example of an economic pricing strategy. True/false?
Justify your answer.

7.
The Harry
Potter film series [Harry Potter and the Philosopher Stone, Harry Potter and the Chamber of Secrets, Harry Potter
and the Prisoner of Azkaban, etc.]
have managed 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’ in the beer market can classify it as a ‘special’product. True/false? Justify
your answer.
9.
Manufacturers
of B2B products are more inclined to adopt the concept of Relationship Marketing(RM) than those
of FMCGs. True/False? Justify your
answer using examples.

10. In the context of services marketing, explain, using an example, the difference between the role of the ‘Process’ in the ‘serv-uction’ of a service and its role as the ‘embedded essence’ of a service?

11. From a strategic perspective, brands serving
a niche segment should adopt an exclusive distribution strategy. True/false? Justify your answer.

12. In the context
of social marketing, advertising is seen as the most effective
marketing communication tool.
True/False? Justify your answer.

Section
[2]: answer (1) out of (2) questions (one hour)

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you should use theory, examples and references—if possible.
The essay has to be coherent and has an introduction, a body, and
a conclusion.
Please write the selected question letter (A or B) clearly in the empty space on the external cover
of the answer booklet.

A.
‘In
context of Macro-marketing, the shift towards a more sustainable consumption calls for the adoption of more qualitative than quantitative approaches
to marketing research. Critically
assess the validity of this statement in light of thecharacteristics and tools of each approach.

B.
‘When
going global, adopting a Mass-Customization strategy needs a well-balanced utilization of both Relationship Marketing (RM) and Transactional
Marketing (TM) paradigms. Critically
assess the validity of this statement in light of the operating differencesbetween bothparadigms.