I'IFIfTIIBIFi UNIVERSITY

OF SCIEI'ICE FIND TECHI'IOLOGY

FACULTY OF MANAGEMENT SCIENCES

DEPARTMENT OF MARKETING & LOGISTICS

QUALIFICATION: BACHELOR OF MARKETING

QUALIFICATION CODE: 07BMAR LEVEL: 7

COURSE CODE: MBM712$ COURSE NAME: MARKETING & BRAND MANAGEMENT

SESSION: NOVEMBER 2017 PAPER: THEORY

DURATION: 2 HOURS MARKS: 100

FIRST OPPORTUNITY EXAMINATION QUESTION PAPER

EXAMINER(S) Ms. G. Karita (FT/PT)

Mr. D Hlahla (Di)

MODERATOR: Mr. E. Simataa

INSTRUCTIONS

1. This paper consists of Six (6) questionsAnswerfl questionsUse the table provided on page [4] to answer Question 1: Detach and

insert into your answer booklet

Write as legible as possible, and as precise as possibleIndicate your class lecturer’s name on your answer sheet

Read each question carefullyAllocate your time appropriately

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THIS QUESTION PAPER CONSISTS OF 4 PAGES (Including this front page)

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QUESTION 1

True or False Questions

Use the table provided on [page 4] to answer these questions, detach and insert it into your answer

booklet. [2 x 15 = 30 marks]

1.1 When using the BCG Matrix, products or business units can be classified or grouped in the

following categories: Cash Cows, Stars, Threats & Dogs

TRUE/FALSE?

1.2 Sales variance analysis looks at specific products, territories and so forth that failed to

produce expected sales.

TRUE/FALSE?

1.3 A new product line is when the company introduces a new line of products to the existing

one(s) e.g. a company marketing a line of detergents decides to add a cosmetic line.

TRUE/FALSE?

1.4 Consumer advocates are opinion leaders who carefully search for new technologies that

might give them a dramatic competitive advantage.

TRUE/FALSE?

1.5 Complexity is the degree to which the innovation can be tried on a limited basis.

TRUE/FALSE?

1.6 Laggards are tradition-bound customers and resist the innovation until the status quo is no

longer defensible.

TRUE/FALSE?1.7 New to the world products are new to a marketer but are already being offered in the

marketplace by other competitors

TRUE/FALSE?

1 8Annual-plan control examines whether the planned results are being achieved

'

TRUE/FALSE?

1.9 Companies should measure the profitability of their products, territories, customer groups,

segments, trade channels and order sizes to help determine whether to expand, reduce, or

eliminate any products or marketing activities.

TRUE/FALSE?

1 10The adoption process has the following steps: Awareness, Trial, Interest and Adoption.

TRUE/FALSE?

1.11 Strategic control evaluates and improves the spending efficiency and impact of marketing

expenditures

TRUE/FALSE?

1.12 A person’s level of innovativeness is ”the degree to which an individual is relatively earlier in

adopting new ideas than the other members of his social system."

TRUE/FALSE?

1.13 Efficiency control examines where the company is making and losing money.

TRUE/FALSE?

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1.14 Relative advantage is the degree to which the innovation appears superior to existing

products.

TRU E/FALSE?

1.15 Innovators are technology enthusiasts; they are venturesome and enjoy tinkering with new

products and mastering their intricacies

TRUE/FALSE?

QUESTION 2

A) With relevant examples, name and discuss the four (4) main characteristics of the Marketing

Audit, which in essence make up the definition of the Marketing Audit. (16 marks)

B) The marketing audit examines six major components of the company’s marketing situation.

Name or list only four (4) of these components or areas. (4 marks)

QUESTION 3

By using The Namibia Broadcasting Corporation (NBC) as a case study and giving relevant examples,discuss Porter’s Generic Strategies. (12 marks)

QUESTION 4

With relevant examples, discuss the four (4) leadership Approaches to marketing implementation.

(20 marks)

QUESTION 5

List eight (8) ways or methods that organisations can use to find great new ideas for New Product

Development. (8 marks)

QUESTION 6

Marketing research consultants Millward Brown and WPP have developed the BrandZ model of

brand strength, at the heart of which is the BrandDynamics pyramid. According to this model, brand

building follows a series of steps. Use the BrandDynamics pyramid to name and discuss each of

these steps. (10 marks)

NB! Not using the pyramid in your discussion will reduce your marks.

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QUESTION 1: ANSWER SHEET

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END OF MBM7125, 1ST OPPORTUNITY QUESTION PAPER

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