Office Use Only

Semester One 2018

Examination Period

Faculty of Business and Economics

EXAM CODES: MKC1200-Exam Structure and Sample Questions

TITLE OF PAPER: Principles of marketing

EXAM DURATION: 2 hours writing time

READING TIME: 10 minutes

THIS PAPER IS FOR STUDENTS STUDYING AT: (tick where applicable)

 Caulfield  Clayton  Parkville  Peninsula
 Monash Extension  Off Campus Learning  Malaysia  Sth Africa
 Other (specify)

During an exam, you must not have in your possession any item/material that has not been authorised for
your exam. This includes books, notes, paper, electronic device/s, mobile phone, smart watch/device,
calculator, pencil case, or writing on any part of your body. Any authorised items are listed
below. Items/materials on your desk, chair, in your clothing or otherwise on your person will be deemed to
be in your possession.

No examination materials are to be removed from the room. This includes retaining, copying, memorising
or noting down content of exam material for personal use or to share with any other person by any means
following your exam.
Failure to comply with the above instructions, or attempting to cheat or cheating in an exam is a discipline
offence under Part 7 of the Monash University (Council) Regulations.

AUTHORISED MATERIALS

OPEN BOOK  YES  NO

CALCULATORS  YES  NO

SPECIFICALLY PERMITTED ITEMS  YES  NO

if yes, items permitted are:

Candidates must complete this section if required to write answers within this paper

STUDENT ID: __ __ __ __ __ __ __ __ DESK NUMBER: __ __ __ __ __

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 INSTRUCTIONS TO STUDENTS
1. The examination is worth 50% of the overall assessment.
2. This examination is marked out of 100.
3. You must pass the examination in order to pass the unit.
4. There are a total of 2 sections and 8 questions in this exam.
5. Section A contains three (3) compulsory questions each worth 20%.
6. Section B contains five (5) questions of which you must answer ONLY FOUR (4). Each worth
10%.

Section A. Compulsory Questions

Sample Question 1
Consumer products can be classified into four categories, convenience, shopping, specialty, and unsought
products.
a) Recall two recent purchases that you have made. One must be a convenience product and one must
be a specialty product. State what the products were and justify your answers (4 marks). Describe the
marketing characteristics (price, distribution, and promotion strategies) for each product (6 marks).
b) Explain how you went through the consumer decision-making process for each of the two products (6
marks). Compare and contrast the two decision-making processes. Discuss the main similarities and
differences between the convenience product and the specialty product in terms of the consumer
decision-making process (4 marks).
(Total = 20 marks)

Sample Question 2
Many marketers use segmentation and targeting strategies to reach the customers.
a) Explain the concept of segmentation (2 marks). List and describe the FOUR main segmentation
variables for consumer markets (8 marks). Use telecommunications industry as an example to
illustrate how the segmentation variables can be used to segment the consumers (4 marks).
b) Describe the THREE main market strategies: undifferentiated, differentiated, and concentrated
targeting strategies (3 marks). Provide one example for each strategy to illustrate your explanation (3
marks).
(Total = 20 marks)

Section B. This section contains six (6) questions of which you must answer
ONLY FOUR (4)

Sample Question 3
Briefly describe each of the following marketing terms. Provide one example for each term. (5 x 2 marks)
a) Distribution channel
b) Marketing intermediaries
c) Selective distribution
d) Specialty retailer
e) Wholesaling
(Total = 10 marks)

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Sample Question 4
The nature and type of marketing research varies based on the research question and research design.
a) List and describe the THREE main types of marketing research (6 marks).
b) Suppose Hungry Jacks wants to understand why the initial version of its Angry Whopper was not
satisfactory for many consumers. Which type of marketing research should they conduct? Justify your
answer. (4 marks)
(Total = 10 marks)

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