BMAN24281 Marketing Management
Exam 2019 - 2020
SECTION A (30%):

INSTRUCTIONS FOR SECTION A (multi-choice questions):
1. This section consists of 40 multi-choice questions. You must answer ALL of the
questions in this section.
2. You must record your answers using the multi-choice answer sheet provided. DO
NOT write your answers in the exam booklet.
3. Each question has ONE correct answer. Each correct answer scores one mark
and no marks will be deducted for incorrect answers.
4. Indicate your choice on the answer sheet provided by COMPLETELY blackening
the appropriate circle. Use only PENCIL on the answer sheet and DO NOT
indicate your answer with a tick or a cross.
5. If you wish to change your answer, do so by COMPLETELY erasing your
selection on the answer sheet and by blackening a new circle.
6. DO NOT use correcting fluid (SUCH AS “TIPPEX”) anywhere on the answer
sheet.
7. Your Section A answer sheet will be collected separately from your Section B
answer booklet.
8. DO NOT attach your Section A answer sheet to your Section B answer booklet.



PLEASE CHOOSE THE BEST POSSIBLE ANSWER

1. Customer orientation, competitor orientation, inter-functional coordination
and focus on the long-term value of stakeholders are components of:

A. Market orientation
B. Organizational competence
C. Organizational performance
D. Intelligence orientation

2. Which of the following is not an outcome of a focus-groups research
approach?

A. Structure later research
B. Establish causality
C. Provide insights into a problem
D. Getting reactions to new ideas

3. Based on the three types of marketing approach, when a firm bases its
strategies primarily on the market’s needs, we call it:

A. Product-push strategy
B. Aggressive strategy
C. Resource-based strategy
D. Customer-led strategy

4. Bargaining power of suppliers is high when:

A. Suppliers are more concentrated than buyers
B. Costs of switching suppliers are high
C. Suppliers have the ability to integrate in the market
D. All of the above

5. Market leader firms can protect / defend market share by:

A. Creating good service experience
B. Maintaining consistent prices that provide value
C. Constant innovation
D. All of the above

6. Things that deliver the core product and make it a real product, refers to
which part of the product anatomy?

A. The augmented product
B. The tangible product
C. The intangible product
D. The potential product

7. Which of the following is not a component of the political environment?

A. Inflation rates
B. Freedom of press
C. Employment law
D. Regulatory bodies

8. Which of the following is a feature of the technological environment?

A. Long product life cycles
B. Disposable income
C. R&D incentives
D. Multi-ethnic society

9. Which of the following is a primary activity in Porter's value creation
model?

A. Customer service
B. Procurement
C. Human resources
D. None of the above

10. Rivalry among existing firms is high when:

A. Exit barriers are low
B. High market growth
C. Fixed costs are low
D. Brand identification is low

11. Please identify the missing word(s): “_______ seeks to create and
communicate a three-dimensional character for a product that is not easily
copied or damaged by competitors’ offers.”

A. Product positioning
B. Branding
C. The product mix
D. New product development

12. Bargaining power of buyers is low when:

A. Few dominant buyers
B. Buyers are price sensitive
C. Alternative sources of supply are not available
D. Buyer switching costs are low

13. Emergent strategies are the strategies that:
A. Were not realized
B. Were advanced due to unforeseen circumstances
C. Were designed to attack rivals
D. None of the above

14. When the demand for business products is inter-linked with the demand for
consumers' products, that is called:
A. Elastic
B. Derived
C. Saturated
D. Fluctuating

15. According to the traditional product life-cycle model, firms begin to make
profits in which stage?

A. Pre-launch
B. Introduction
C. Growth
D. Maturity

16. Which of the following is not an organisational resource?

A. Brand reputation
B. Just-in-time distribution
C. Trademarks
D. Physical assets

17. Imitation is a common strategy used by:
A. Market leaders
B. Market followers
C. Market challengers
D. None of the above

18. The VRIO framework can be used to assess:

A. Competitive positioning
B. Business portfolios
C. Sustainable competitive advantage
D. Service quality

19. Evaluating laboratory tests to determine basic performance against
expectations, is a step within which phase of the new product development
process?

A. Screening
B. Business analysis
C. Development
D. Testing

20. According to the industry evolution and forecasting framework, “customer
retention - segmentation” is a strategy used at the _______________ stage:

A. Design
B. Emergence
C. Transition to maturity
D. Decline

21. Which of the following is not a facet of service quality, according to
Parasuraman and colleagues (1985)?

A. Responsiveness
B. Communication
C. Past experience
D. Tangibles

22. Which of the following is not a ‘P’ associated with the services marketing
mix?

A. People
B. Passion
C. Processes
D. Physical evidence

23. Which of the following is a feature of the economic environment?

A. Taxation
B. National Income
C. Unemployment rates
D. All of the above

24. Which of the following is not an organisational capability?

A. Expertise
B. Equipment
C. Customer management
D. Speed in production

25. The continuous process of measuring products, services and practices
against the toughest competitors, is known as:

A. Benchmarking
B. Strategic groups
C. Market orientation
D. Trade-off

26. The organisation and management of the storage and movement of goods
from the production line (finished goods) to the end customer, directly
refers to:

A. The supply chain
B. The marketing channel
C. Intermediary relationship management
D. Physical distribution management

27. Which pricing strategy distinguishes best between price sensitive and price
insensitive customers?

A. Hi-Low pricing
B. Everyday low pricing
C. Value pricing
D. Competitive pricing

28. The three main levels of the marketing strategy making process are?

A. Core strategy - Competitive positioning - Implementation
B. Segmentation - Targeting - Competitive positioning
C. Internal Analysis – External Analysis - Competitive positioning
D. Corporate strategy - Marketing research - Implementation

29. Mintzberg and Waters (1985) define emergent strategy as:

A. The strategy that was realised as it was initially intended
B. The reactive strategy against competitors’ actions
C. The strategy that progressed without being planned
D. The strategy that remained unrealised

30. The threat of substitutes in an industry is low when:

A. Customers are unwilling to substitute
B. Quality of products is not high
C. Switching costs are not high
D. Products are undifferentiated

31. Which of the following is not a main step in the process of formulating
pricing strategies?

A. Set marketing/pricing objectives
B. Project demand/customer reactions
C. Define pricing policies/strategies
D. Monitor government/regulatory responses

32. Which of the following is not a characteristic of quantitative research?

A. Statistical analysis
B. Large representative sample
C. Develop initial understanding
D. Recommend a course of action

33. Which of the following is a quantitative research approach?

A. Observations
B. Shared research
C. Desk research
D. Accounts records

34. According to Treacy and Wiersema (1993), there are three value disciplines
that can help a company achieve market leadership. Which of the following
is not one of the three value disciplines?

A. Customer intimacy
B. Market research
C. Operational excellence
D. Product leadership

35. The function of which type of intermediary is to act on behalf of the seller to
bring together buyers and the seller?

A. Dealers
B. Agents
C. Transportation firms
D. Franchisees

36. The threat of new entrants is high when:

A. Products are not differentiated
B. Government protected industry
C. High competitive retaliation is anticipated
D. Industry is asset-specific

37. Which of the following is a characteristic of the competitive environment?

A. Immediate competitors
B. Customers
C. Suppliers
D. All of the above

38. Customer databases are a(n)________________ marketing asset:

A. Alliance based
B. Customer-led
C. Supply chain
D. Internal support

39. Coyne and Horn (2009) suggest three steps for:

A. Predicting competitors’ strategies
B. Predicting competitors’ objectives
C. Predicting competitors’ reactions
D. Predicting competitors’ future actions

40. Which one of the following is not a main determinant of channel strategy?

A. Business networks
B. The environment
C. Buyer needs
D. Market characteristics



END OF SECTION A


















SECTION B (70%):
Based on the UBER case-study provided, answer the following question:
UBER faces a major market challenge: how to compete against well-established
existing competitors in the UK. Using appropriate analytical tools, conduct:

(a) an external environmental analysis on behalf of UBER, and

(b) propose to UBER a suitable marketing strategy that can help it to continue, and
even build, its momentum in the marketplace?


END OF SECTION B