FACULTY OF BUSINESS ADMINISTRATION AND ACCOUNTANCY DIPLOMA IN BUSINESS ADMINISTRATION DIPLOMA IN HOTEL MANAGEMENT DIPLOMA IN MARKETING AUGUST 2011

FINAL EXAMINATION 3SMK0808 PRINCIPLES OF MARKETING

DURATION: 3 HOURS DATE: 10 AUGUST 2011 ADDITIONAL REQUIREMENT: NIL INSTRUCTIONS TO CANDIDATE: There are three (3) sections in this examination paper All answers should write in the examination booklet provided. Section A : Multiple Choice (20 marks) Answer all questions in this section. Section B : Short Answer (60 marks) Select THREE (3) questions out of four in this section. Section C : Comprehensive Question (20 marks) Answer all questions in this section.
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TIME: 1.00PM 4:00PM

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AUGUST 2011

SECTION B (Total 60 marks) Select THREE (3) questions out of four (4) questions in this section

Question 1: (Total 20 marks) In year 2000, George Lim was offered an opportunity to work in one of the top 10 fortune companies in Singapore. In the end, George decided he would do what he could to take control over his life, so, if he were ever faced with a situation such as be fired or staff retrenchment, he would have greater flexibility to control his career life. Control for George meant a college education. Eight years later, George had earned a Bachelor of Science in Accounting from University of Malaya, Malaysia, and an MBA in International Business from University of Queensland, Australia. When George Lim chose to pursue an education, he ultimately realized the product he was buying existed on three levels. Explain how a college degree and education exists on each of the following levels. (a) Core product (b) Actual product (c) Augmented product (8 marks) (5 marks) (7 marks)

Question 2: (Total 20 marks) LEGO toy manufacturer would like to run a simple experiment to evaluate a proposed LEGO@ pirates of Caribbean. There are two different groups of children on which to run its experiment for one week each. The first group has the old toy, whereas the second group is exposed to the newly designed pull toy with more animation and educational features. The dependent variable is the average number of minutes during the two-hour play period that one of the children is playing with the toy, and the results are as follows:

Required: (a) Interpret the results of the experiment. (b) Should LEGO introduce the new design? Why and why not? (6 marks) (6 marks)

(c) Suggest the appropriate promotional mix tools for LEGO. Justify your answer. (8 marks)

3SMK0808 Question 3: (Total 20 marks)

AUGUST 2011

Full House Lifestyle Store & Cafe The attraction of this restaurant is not the food, but the restaurant itself. Its very beautiful, furnished with classical designs and accessories with a whitish theme. Consumers can find spin-dial phones, cool clocks, lots of photo frames, a bathtub, birds cages and even a Mini Cooper parked at the entrance. Besides eating, you can actually buy some of the stuffs displayed in the restaurant like clothes and accessories. Full House caf is planning to open a new store in Jalan Yap Kwan Seng, near to Kuala Lumpur City Centre (KLCC) in this coming September, 2011. It uses a stand-alone house to become a lifestyle caf and restaurant. With its strategic place, customers could enjoy a panoramic night view of KLCC. Suppose you are an assistant marketing manager working for the Full House Lifestyle Store & Caf. You are required to suggest appropriate promotion mix strategies for this new opening store. Question 4: (Total 20 marks) Suzanne Company The Suzanne Company manufactures a wide variety of products from hairspray to seasonings. A large number of these products are intended for personal use. The company is divided into three key divisions: toiletries, household, and professional. The toiletries division sells hair care brands such as Suzanne VO5, Suzanne syampoo, and Bold Hold. Additionally, this division handles the product line of feminine deodorant products. The household division sells brands such as Mrs. Dash seasonings, Papa Dash salt substitute, Baker's Joy, Sugar Twin, and Static Guard detergent. The professional division sells brands such as Tresemme, TCB, and Indola. Each of the brands listed above contains many individual products with varying formulations, such as the Suzanne styling products which include mousse, gel, spritz, spray-in conditioner, and hairspray. (a) Suzanne's toiletries division products could best be classified as _____ products. (2 marks) (b) The toiletries, household, and professional divisions compose Suzanne's product mix _______________. (2 marks) (c) Why would the Suzanne Company be interested in increasing its number of product in different line (product mix)? (4 marks) (d) Suggest and explain the appropriate design of distribution channel (intensive, exclusive or selective distribution) (6 marks) (e) Suggest and explain the appropriate pricing strategies for Suzanne Company when it first launched in Malaysia competitive market. (6 marks)

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AUGUST 2011 SECTION C: Comprehensive Question (Total 20 marks)

(a) Identify the product value (benefits) of CustomInk to customer. (5 marks) (b) CustomInk has provided custom T-shirt, vacuum flask, cap and travel bag to its target market. Why would CustomInk be interested in widen its product mix width? (5 marks) (c) Suggest the appropriate promotional mix tools for CustomInk in promoting its services and products. (10 marks)

END OF EXAMINATION QUESTION PAPER