Professional Certificate in Marketing (Level 4)

520 Marketing Essentials Sample Exam Paper 3 Example of new examination format from December 2012

This examination is in TWO sections. Candidates must complete ALL tasks. Part A has FIVE compulsory short answer tasks and is worth 40% of the final mark. It is recommended that you spend approximately ONE hour on Part A. Part B comprises THREE compulsory extended answer tasks and is worth 60% of the final marks. It is recommended that you spend approximately TWO hours on Part B, including time for using the appropriate format, planning and checking your answers.

The Chartered Institute of Marketing 2012

MARKETING ESSENTIALS SAMPLE PAPER PART A Answer All Tasks (40%)

It is recommended that you spend approximately ONE hour on Part A.

Task One
Define the following terms:
Early adopter Loss-leader pricing Vending Exchange process (8 marks)

Task Two
a. b. c. d. Briefly describe logistics for an organisation. List TWO common factors which influence the distribution of products. Briefly describe the marketing audit. Briefly explain TWO areas that the marketing audit would cover. (2 marks) (2 marks) (2 marks) (2 marks) (Total 8 marks)

Task Three
Identify, using relevant examples, the key benefits of an effective customer care policy. (8 marks)

Task Four
a. Explain why the selection of promotional tools may differ for a campaign within a B2B (business-to-business) environment, from those in a B2C (business-to-customer) environment. (4 marks) Identify and evaluate ONE promotional tool that can be effectively used within a B2B context, and ONE promotional tool that can be effectively used within a B2C context. (4 marks)

b.

(Total 8 marks)

Task Five
Identify the key issues which need to be taken into account when determining the packaging of a product range of your choice, using examples to illustrate your points. (8 marks) (Total for Part A 40 marks)

PART B Business/Organisational situation/Scenario Answer All Tasks (60%)

It is recommended that you spend approximately TWO hours on Part B.
It is important you follow the instructions on format, as marks will be awarded for presentation and formatting.

Task Six
You are working in an SME (small or medium sized enterprise) that sells computer consumables, such as printer ink, memory sticks (USB flash drives), software and paper. As a Marketing Assistant and you have been asked by the Marketing Manager to produce a report for the Marketing Director, that: a. identifies the main strengths and weaknesses of cost-plus pricing (10 marks)

b.

explains and justifies TWO other pricing strategies that the company could adopt. (8 marks)

Format and presentation

(2 marks) (Total 20 marks)

Task Seven
You work as a Marketing Assistant for a large, well-known international sports clothing company based in a country of your choice. You have been asked by your manager to produce a briefing paper to be sent to all your global colleagues, that: a. explains how introducing a marketing orientation will assist in developing the organisation in the future (6 marks) identifies THREE factors that may make this difficult to achieve, and recommends actions that could be put in place to overcome these factors. (12 marks) (2 marks) (Total 20 marks)

b.

Format and presentation

Task Eight
You work in the marketing department at the central office for a global not-for-profit organisation which supports young people in your local area. You have been asked to write an email to your local manager, that: a. explains the importance of setting marketing objectives and the influences on these objectives (6 marks)

b.

identifies THREE different organisational objectives and outlines how these objectives would be measured. (12 marks) (2 marks) (Total 20 marks) (Total for Part B 60 marks)

Format and presentation