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INT1012

FUNDAMENTALS OF MARKETING

Mock Exam

QUESTION 1

There are four competing philosophies that strongly influence an organisation’s marketing process and strategy.  These philosophies are commonly referred to as:

Production; Sales; Marketing and Societal marketing philosophies.

 

Task:

With reference to a business or organisation that you are familiar with, discuss how your chosen business develops its marketing strategy linked to ONE of the philosophies.  Critically evaluate the impact of this approach to marketing on your chosen business’s customers.

 (20 marks)

  

QUESTION 2

The Boston Matrix below provides examples of products sold by the sports equipment and clothing company, Adidas.

 

BOSTON MATRIX

 

 

 

                  

 

 

 

 

 

 

 

 

 

 

 

Task:

Selecting ONE product from the Boston Matrix (shown above) clearly explain how the product ‘fits’ with the Product Life Cycle.

Discuss growth strategies that would be appropriate for this product.

 (20 marks)

 

QUESTION 3

You are working in a team of marketing consultants for Nando’s restaurants, a chain of restaurants famed for their Piri Piri chicken meals.

 

 

Task:

3a  Identify TWO significant external marketing environment factors that will inform marketing planning for Nandos. (10 marks)

3b  Discuss TWO significant factors (NOT the same factors identified in 3a above) that will impact on Nandos developing new meals for their menu. (10 marks)

(20 marks)

 

QUESTION 4

Below is a Perceptual Map showing the product positioning of various chocolate brands.

 

Task:

Considering the Perceptual Map shown above, compare and contrast LINDT with CADBURY DAIRY MILK with respect to factors provided (quality and price level).

Describe the target market for ONE product on the Perceptual Map

                                                                        (20 marks)

 

QUESTION 5

You have decided to open a small sandwich bar on high street Exeter, after seeing the success of similar small businesses in the recent years.

You intend to provide various lunch options which include high quality custom-made sandwiches and freshly squeezed fruit drinks.

Task:

Discuss the pricing strategies you would apply at the launch of this new business to attract a clearly defined target market segment.

(20 marks)

 

QUESTION 6

You have been asked to contribute to research on use of the University of Exeter sports facilities by INTO students.

 

Task:

6a Discuss the relevant and useful secondary data that may be available to inform this research.  (10 marks)

6b Recommend how primary data can be gathered to identify the use of University of Exeter sports facilities by INTO students. (10 marks)

                                                                                (20 marks)

 

QUESTION 7

You are working for a publisher that is planning to launch a new magazine focussing on Italian lifestyle and cookery aimed at the UK market.

 

 

Task:

Discuss your ‘promotional mix’ to launch this new magazine, clearly justifying the promotional media that you would recommend.

(20 marks)

QUESTION 8

As part of its marketing strategy, Starbucks has introduced a reusable tumbler that reduces the use of its disposable cups.  Starbucks offers a discount on its drinks for customers who use a reusable tumbler.

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Task:

Discuss the importance of Corporate Social Responsibility and being environmentally responsible linked to Starbucks’ decision to introduce reusable tumblers.

 

 (20 marks)