preliminary certificate in marketing · preliminary certificate in marketing 27 march, 2016 ......

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Preliminary Certificate in Marketing

27 March, 2016 – Examination

PCM I 2016 – 89th Intake, 26th Year

Candidate’s Registration Number

(As per in the examination admission form / Student

ID) 0 0 0 0 0

For Examiner’s use only

Examiner’s Comments

Second Examiner’s Comments

Part One 1st Marker 2nd Marker Final Marks

Question 01

Part Two

Question No.

Question 02

Question 03

Question 04

Question 05

Question 06

Question 07

Question 08

Question 09

Question 10

Question 11

Part Three

Question No.

Question 12

Question 13

Question 14

Question 15

Total

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Instructions to Candidates

Time: 1400 hrs – 1700 hrs Duration: Three (03) hours

There are three parts in this question paper.

Part One

• This part has 40 multiple choice questions. It is a compulsory section. Candidates

are expected to select the most suitable answer and tick the selected answer in

the given box in the question paper itself.

Part Two

• Candidates are expected to answer the questions in the space provided in the

question paper. All answers are compulsory.

Part Three

• Candidates are expected to answer only two questions out of four.

• Answers should be written in the additional supplementary answer sheets

provided and they should be attached to the question paper itself.

Other Instructions

• State your Registration Number on the front cover of the answer book and on

each and every additional paper attached to it. Your name must not appear

anywhere in the answer book or answer scripts.

• Always start answering a question on a new page.

• You are reminded that answers should not be written in pencil or red pen except

in drawing diagrams.

• Answer the questions using:

� Effective arrangement and presentation

� Clarity of expression

� Logical and precise arguments

a) Illegible hand writing will be penalised.

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PART ONE

Read the question and select the most appropriate answer

Tick your choice in the given space

Question 01

Question 1.1

Organizations who have adopted the marketing concept as a business philosophy will

consider which of the following?

a) Focus on improving production efficiency

b) The Customer is at the center of all business decision making and planning

c) Developing new products continuously irrespective of need

d) Aims to sell what the organization makes rather than what the customer needs

Question 1.2

Moral philosophies/principles that define right or wrong behaviour in marketing is known

as:

a) Corporate Social Responsibility

b) Marketing Myopia

c) Marketing ethics

d) None of the above

Question 1.3

“A sale is not the end of a process but the start of an organization’s relationship with a

customer”. Such an approach is termed as:

a) Production approach

b) Transaction approach

c) Direct marketing

d) Relationship approach

Question 1.4

Identifying and understanding the key requirements of customers and then offering them

with the appropriate marketing mix, that meets and exceeds these requirements better

than competitors leads to the:

a) Creation of a Competitive advantage

b) Creation of economies of scale

c) Creation of distribution efficiency


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Question 1.5

The internal marketing environment of an organization comprises of:

a) Customers, Suppliers, Public, Competition and Intermediaries

b) Political, Legal, Social, Economic, Ethical and Technological environments

c) Staff relationships, Resource constraints and corporate culture

d) Staff relationships, Supplier relationships and competitors

Question 1.6

The key factors of the Micro Environment are as follows:

a) Suppliers, Intermediaries, Competition, Customers and Publics.

b) Political, Intermediaries, Competition, Economic and Publics.

c) Political, Economic, Security, Technological, Ecological, Competition and Legal

d) Economic, Intermediaries, Political, Competition, Customers and Publics.

Question 1.7

Fill in the blank with the appropriate word.

_______________ is the set of controllable, tactical marketing tools that the firm blends to

produce the response it wants from the target market.

a) Manufacturing process

b) Internal marketing

c) Marketing Concept

d) Marketing Mix

Question 1.8

Process element of the extended marketing mix refers to:

a) All procedures, systems and policies a consumer needs to go through in dealing with the

organisation

b) Deals with all aspects of giving tangibility to the intangible service offered to the consumer

c) The physical environment which surrounds the purchase

d) The way a New product is introduced to the market

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Question 1.9

An organization carries out a research which includes a comparative study of two

competitive products with an extended study of its packaging and design and its customer

acceptance. How would you term this type of a research?

a) Consumer research

b) Market research

c) Distribution research

d) Product research

Question 1.10


_______________ is a method of data collection which involves either face-to-face

respondent or a group of 5-20 respondents.

a) Experimentation

b) Observational research

c) Desk research

d) Depth interviews

Question 1.11

Marketing research information is composed of the following:

a) Secondary data and Qualitative data

b) Marketing intelligence and Quantitative data

c) Primary data and Secondary data

d) Qualitative data and Marketing intelligence

Question 1.12

The decision making unit of a buying organization is called the “buying center”. The buying

center consists of:

a) Users, Customers, Competitors, Buyers and Deciders

b) Users, Influencers, Buyers, Deciders and Gatekeepers

c) Users, Influencers, Competitors, Deciders and Gatekeepers

d) Users, Influencers, Buyers, Suppliers and Gatekeepers

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Question 1.13

Unilever Sri Lanka offers several washing powders such as Surf excel for removal of tough

stains, Rin for whiter clothes, and Sunlight as value for money products targeting different

market segments.

These type of target marketing strategy is known as:

a) Mass marketing

b) Differentiated marketing

c) Customized marketing

d) Undifferentiated marketing

Question 1.14


_______________ is the practice of tailoring products and marketing programs to suit the

tastes of specific individuals and locations.

a) Concentrated marketing

b) Internal marketing

c) Segmented marketing

d) Customized marketing

Question 1.15

Describe the term classified for consumer products that are relatively inexpensive and

frequently purchased by consumers.

a) Shopping products

b) Specialty products

c) Convenience products

d) Unsought products

Question 1.16


A _______________ is a name, term, sign, symbol or design or a combination of them,

intended to identify the goods or services of one seller or group of sellers and to

differentiate them from those of competitors.

a) Brand

b) Product

c) Packaging


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Question 1.17

A service organisation must consider the following service characteristics when designing

marketing programs:

a) Intangibility, Inseparability, Variability, Perishability and Ownership

b) Intangibility, Inseparability, Segmenting, Differentiation and Ownership

c) Intangibility, Inseparability, Variability, Packaging and Differentiation

d) Intangibility, Packaging, Variability, Perishability and Ownership

Question 1.18

Idea generation with regard to new product development process is:

a) Collection of information from stake holders to improve the business

b) Picking the good ideas and dropping the poor ones

c) The systematic search for new product ideas


Question 1.19

The only element of the marketing mix which generates revenue is known as:

a) Product

b) Price

c) Physical evidence

d) Process

Question 1.20

The costs which do not vary with changes in the number of units produced is known as:

a) Variable Costs

b) Production Costs

c) Fixed Costs


Question 1.21

A product is priced at Rs. 99/-. Identify the pricing strategy being adopted?

a) Psychological pricing strategy

b) Market penetration pricing strategy

c) Market skimming pricing strategy


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Question 1.22

A pricing strategy whereby a product’s price is derived by adding a pre-determined

percentage of the cost is known as:

a) Mark-up pricing

b) Value Based pricing

c) Promotional pricing


Question 1.23

An ideal distribution strategy for Convenience products such as Milk powder, sugar,

toothpaste would be:

a) Intensive distribution

b) Selective distribution

c) Exclusive distribution


Question 1.24

Intermediary who sells to the final consumer is known as:

a) Wholesalers

b) Retailers

c) Brokers


Question 1.25


_______________ is a set of activities - consisting of order processing, materials handling,

warehousing, inventory management and transportation - used in the movement of

products from producers to consumers, or end users.

a) Marketing channel

b) Logistics

c) Marketing

d) Physical distribution

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Question 1.26

The type of advertising objective used heavily when introducing a new product to the

market with the objective, to build primary demand is known as:

a) Reminder advertising

b) Informative advertising

c) Persuasive advertising

d) Direct marketing

Question 1.27


_______________ is an approach to achieve the objectives of a marketing campaign,

through a well-coordinated use of different promotional tools that are well blended

together as a unified force, rather than permitting each to work in isolation, in order to

deliver a clear, consistent and compelling message about the organisation and its products.

a) Missionary selling

b) Personal selling

c) Integrated marketing communications

d) Direct marketing

Question 1.28

Sales promotion is defined as:

a) Short term tools/benefits used by the marketer to persuade customers to

purchase products

b) Advertising, Public relations, Direct marketing and Personal selling

c) Long term incentives given to sales force

d) Planning and implementing a promotions campaign

Question 1.29

AIDA is a frequently used communication process model. AIDA model is:

a) Attention, Interest, Desire, Action

b) Approval, Interest, Desire, Attention

c) Action, Interest, Distribution, Attention

d) Attention, Interest, Distribution, Action

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Question 1.30

A personally addressed “written offering” (letter and/or sales literature) with some form of

response mechanism, sent to existing customers from an in-house data base or mailing list

is known as:

a) Sponsorship

b) Telemarketing

c) Kiosk marketing


Question 1.31

Objectives and Task method in setting the promotional budget refers to:

a) Setting the promotional budget as a percentage from competitors spend

b) Setting the promotional budget as a percentage of sales of the firm

c) Listing down all the activities required to achieve the promotional objectives and

attaching a cost to it

d) Setting the budget based on what the firm could afford

Question 1.32

Some of the distinctive features of Direct Marketing are:

a) Precise targeting, Customized, and control

b) Mass communication, High credibility and response

c) Non personalized, High exposure, and glamorous


Question 1.33

In marketing planning process, the question “where are we now” refers to:

a) Situational Analysis

b) Marketing Objectives

c) Action Plan

d) Market analysis

Question 1.34

One of the most commonly used and well accepted audit tools in the marketing fraternity

is known as:

a) BCG matrix

b) Ansoff’s matrix

c) Marketing control

d) SWOT analysis

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Question 1.35

Identify the type of marketing control required to evaluate the level of customer

satisfaction:

a) Efficiency control

b) Customer satisfaction

c) Profitability control

d) Annual plan control

Question 1.36


_______________ are statements of intent that provide the basic direction for the overall

activities of an organization in pursuit of its mission.

a) Marketing strategies

b) Marketing objectives

c) Marketing plan

d) Corporate objectives

Question 1.37


_______________ are both essential if managers are to ensure that the plans are being

implemented properly and that the outcomes are as expected.

a) Evaluation and Control

b) Marketing strategy and Forecasting

c) Marketing objectives and Strategies

d) Marketing objectives and Forecasting

Question 1.38


_______________ earns the attention of customers, makes the organisation easy to find

and draws customers to the website by producing interesting content.

a) Outbound marketing

b) M-marketing

c) Permission marketing

d) Inbound marketing

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Question 1.39

Fill in the blank with the appropriate word:

_______________ is a social networking site designed specifically for the business

community

a) Myspace

b) Facebook

c) LinkedIn

d) Instagram

Question 1.40

Identify the method of marketing to which the following benefits would fall onto:

- One stop shopping

- More convenient purchasing

- The ability to compare and contrast product offerings

- Faster and more flexible purchasing

- The opportunity to contact directly with the suppliers

a) E-commerce

b) Viral marketing

c) ITV marketing

d) Database marketing

(Total 40 Marks)

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PART TWO

Answer all questions in the given space

Question 02

a. The Evolution of Marketing Concept followed four main Orientations. Fill the blanks

with the emphasis of the relevant Orientations.

Concept / Orientation Emphasis/Aims

Production Orientation Profitability through

…………………………………………

Product orientation Profitability through

…………………………………………

Selling Orientation Profitability through

…………………………………………

Marketing Orientation Profitability through

…………………………………………

b. Identify two (02) benefits of Relationship Marketing:

i. ......................................................................................................................................

ii. ......................................................................................................................................

(04 Marks)

Question 03

a. What is Internal Marketing?

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b. List down five (05) tools of Internal Marketing

i. …………………………………………………………………………………………………………………………………..

ii. …………………………………………………………………………………………………………………………………..

iii. …………………………………………………………………………………………………………………………………..

iv. …………………………………………………………………………………………………………………………………..

v. …………………………………………………………………………………………………………………………………..

(04 Marks)

Question 04

a. From the buyer’s viewpoint, in this age of customer relationships, the seven P’s might

be better described as the seven C’s. Fill the blanks the 7c’s – The Buyers view.

Sellers View 7P’s Buyers View 7C’s

Product _____________________

Price _____________________

Place ______________________

Promotion ______________________

People ______________________

Process ______________________

Physical Evidence ______________________

b. List down the 04 (four) key characteristics of an Effective Marketing Mix.

i. …………………………………………………………………………………………………………………………………..

ii. …………………………………………………………………………………………………………………………………..

iii. …………………………………………………………………………………………………………………………………..

iv. …………………………………………………………………………………………………………………………………..

(04 Marks)

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Question 05

a. What is Secondary Data?

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b. What is Primary Data?

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c. Briefly explain two (02) methods of collecting primary data:

i. ……………………………………………………………

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ii. ……………………………………………………………………..

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(04 Marks)

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Question 06

a. Identify four (04) reasons for introducing New Products.

i. …………………………………………………………………………………………………………………………………..

ii. …………………………………………………………………………………………………………………………………..

iii. …………………………………………………………………………………………………………………………………..

iv. …………………………………………………………………………………………………………………………………..

b. Identify five (05) functions of packaging:

i. …………………………………………………………………………………………………………………………………..

ii. …………………………………………………………………………………………………………………………………..

iii. …………………………………………………………………………………………………………………………………..

iv. …………………………………………………………………………………………………………………………………..

v. …………………………………………………………………………………………………………………………………..

(04 Marks)

Question 07

Briefly explain the following pricing strategies:

a. Market Skimming Pricing strategy

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b. Value Based Pricing Strategy

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c. Promotional Pricing strategy

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d. Competitor-based pricing strategy

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(04 Marks)

Question 08

Briefly explain the five (05) marketing communication/promotional mix elements and

organization could use to communicate with its target market.

i. ……………………………………………………………

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ii. ……………………………………………………………………..

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iii. ……………………………………………………………

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iv. ……………………………………………………………………..

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v. ……………………………………………………………

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(04 Marks)

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Question 09

Briefly explain the following:

i. What is an Internal Audit and its purpose in the marketing planning process?

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ii. What is an External Audit and its purpose in the marketing planning process?

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(04 Marks)

Question 10

a. Identify FOUR factors of why Marketing Control is important?

i. …………………………………………………………………………………………………………………………………..

ii. …………………………………………………………………………………………………………………………………..

iii. …………………………………………………………………………………………………………………………………..

iv. …………………………………………………………………………………………………………………………………..

b. Identify FOUR benefits of Marketing Planning to an organisation

i. …………………………………………………………………………………………………………………………………..

ii. …………………………………………………………………………………………………………………………………..

iii. …………………………………………………………………………………………………………………………………..

iv. …………………………………………………………………………………………………………………………………..

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c. Identify FOUR functions that objectives serve in an organisation:

i. …………………………………………………………………………………………………………………………………..

ii. …………………………………………………………………………………………………………………………………..

iii. …………………………………………………………………………………………………………………………………..

iv. …………………………………………………………………………………………………………………………………..

(04 Marks)

Question 11

a. What is Social Media Marketing?

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b. What is Viral Marketing?

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c. Identify four (04) benefits of using digital marketing.

i. …………………………………………………………………………………………………………………………………..

ii. …………………………………………………………………………………………………………………………………..

iii. …………………………………………………………………………………………………………………………………..

iv. …………………………………………………………………………………………………………………………………..

(04 Marks)

(10 Questions x 4 Marks)

(Total of 40 Marks)

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PART THREE

Select 2 out of 4 questions and answer them in supplementary

sheets.

Attach your answer sheets to the question paper.

Question 12

Identify the difference between a “Consumer Market and “Business-to-Business Market”

and explain key stages of the Consumer Buying Decision Process.

(10 Marks)

Question 13

Explain the four bases/variables of segmenting a consumer market with relevant product

examples and list three (03) requirements/criteria for effective segmentation.

(10 Marks)

Question 14

Briefly explain with relevant examples the different alternative channels available for an

organization for the distribution of consumer products and list two (02) criteria to be

considered in choosing the right channel structure.

(10 Marks)

Question 15

Identify four (04) key characteristics of a successful salesperson and explain briefly the

seven major steps in the selling process.

(10 Marks)

(10 Marks x 2 Questions)

Total of 20 Marks

- END -

preliminary certificate in marketing · preliminary certificate in marketing 27 march, 2016 ......

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