Series 4 Examination 2008

CERTIFICATE IN MARKETING

Level 3

Tuesday 11 November

Subject Code: 3025

Time allowed: 3 hours

INSTRUCTIONS FOR CANDIDATES

• Answer Question 1, which is compulsory, and 4 others.

• You must attempt the compulsory question or you will not be eligible for a Pass.

• All questions carry equal marks.

• Write answers in blue or black ink/ballpoint. Pencil may be used only for graphs, charts,
diagrams, etc.

• Begin your answer to each question on a new page.

• All answers must be correctly numbered, but need not be in numerical order.

• Write on both sides of the page. Cross through any rough work.

• If you use extra sheets, write your candidate number and the question number on each
sheet and attach them to the inside of the answer book.

• You may use an English or bilingual dictionary.

3025/4/08 Page 1 of 5 ASE 3025 4 08 1

QUESTION 1 (Compulsory)

You have been appointed the Marketing Manager for “Clothes for Children”, a chain of shops selling
clothes for the 5 to 10 age group. The company currently has 30 stores situated in different towns and
cities in your country.

Using any 5 P’s of the extended marketing mix, show in outline:

(i) the proposed strategies for the next 2 years

(10 marks)

(ii) the proposed tactics for the next 12 months.

(10 marks)

Give 2 strategies and 2 tactics for each element of your answer using a 10 cell (5 x 2) matrix. Use
bullet points for your answers. Your tactics must relate to the strategies you have proposed.

(Your answers must be realistic, economically viable and relevant to the question asked)

(Total 20 marks)

QUESTION 2

(a) Explain the difference between “positioning” and "targeting".

(4 marks)

(b) Use the following diagram as a starting point. Explain the marketing tactics needed across
each of the 4 P's of the standard marketing mix which you would employ to reposition product A
from its current position, to the new position indicated in the diagram.

High price

Current position

Product A Desired
position

Poor Excellent
Quality quality

Low price
(16 marks)
(Total 20 marks)

3025/4/08 Page 2 of 5
QUESTION 3

Your Finance Director has asked about specific methods your organisation might use to enter
international markets. Write a report explaining the differences between:

(i) an agent and a distributor (6 marks)

(ii) licensing and franchising (6 marks)

(iii) a strategic alliance and a joint venture. (6 marks)

(Candidates will be awarded 2 marks for a correct report format with bullet points or
numbered sections) (2 marks)

(Total 20 marks)

QUESTION 4

(a) Give a suitable definition of advertising.

(2 marks)

(b) Describe 5 major roles of advertising.

(10 marks)

(c) Briefly explain 4 different activities that might be carried out by a Public Relations department to
establish good community relations.
(8 marks)

(Total 20 marks)

QUESTION 5

Briefly describe the role, and objectives, of marketing for the following:

(a) The World Wildlife Fund ® (5 marks)

(b) The Toyota Motor Company ® (5 marks)

(c) your central government (5 marks)

(d) a market stall holder selling cheap jewellery. (5 marks)

(Total 20 marks)

QUESTION 6

(a) Briefly describe 5 different pricing objectives.

(10 marks)

(b) Explain 5 different factors an organisation will have to consider before deciding on a selling
price.
(10 marks)

(Total 20 marks)

3025/4/08 Page 3 of 5
QUESTION 7

Write a report to your Managing Director explaining:

(i) the 5 different stages of a market research project

(10 marks)

(ii) the importance of CATS in relation to market research.

(8 marks)

(Candidates will be awarded 2 marks for a correct report format with bullet points or
numbered sections) (2 marks)

(Total 20 marks)

QUESTION 8

(a) Briefly explain what is meant by after- marketing.

(3 marks)

(b) What are the main objectives of after- marketing tactics?

(5 marks)

(c) Explain 6 different after- marketing tactics an organisation might use.

(12 marks)

(Total 20 marks)

QUESTION 9

Write a report to your Managing Director explaining:

(i) 6 different ways in which an Internet presence can benefit an organisation

(6 marks)

(ii) 6 different ways a company can promote its website.

(12 marks)

(Candidates will be awarded 2 marks for a correct report format with bullet points or
numbered sections) (2 marks)

(Total 20 marks)

3025/4/08 Page 4 of 5
QUESTION 10

Give a brief explanation of the following terms used in marketing:

(a) MOST (2 marks)

(b) lifestyle (2 marks)

(c) gate keeper (2 marks)

(d) brand (2 marks)

(e) above the line (2 marks)

(f) sponsorship (2 marks)

(g) Mk.I.S (2 marks)

(h) consumer (2 marks)

(i) key account (2 marks)

(j) distribution (2 marks)

(Total 20 marks)

3025/4/08 Page 5 of 5 © Education Development International plc 2008