MARKETING STRATEGY

Final Examination
Semester 2 / Year 2016
COURSE
COURSE CODE
TIME
DEPARTMENT
LECTURER

: MARKETING STRATEGY
: BBMK 3213
: 2 1/2 HOURS
: MANAGEMENT; ACCOUNTING AND FINANCE
: JACQUELINE QUEK LAI FUN

Students ID
Batch No.

:
:

Notes to candidates:
1) The question paper consists of 4 pages and 3 sections: A, B & C
2) Answer all questions in your answer booklet
3) Return the question paper with your answer booklet.

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MARKETING STRATEGY
Section A (Multiple Choice):20 marks
Instruction: Answer all questions in your answer booklet.
1. A marketing plan designed to achieve marketing objectives is known as a ____
a. marketing strategy
b. business model
c. company vision
d. company mission
2. Which level of strategy deals with cost leadership and differentiation deployment?
a. Corporate level
b. Business Level
c. Marketing Level
d. Tactical Level
3. Macro trends analysis cover all of the following areas EXCEPT:
a. Demographics
b. Sociocultural
c. Competition
d. Technological
4. Mr. Hwang has ordered his company executives to prepare sales forecasts for the
year 2017 in anticipation of an economic slowdown. Mr. Hwang has 5 divisions in
his company, therefore he plans to aggregate all the forecasts received to create a
whole, complete picture of his companys sales forecast. This approach is
commonly known as:
a. The top-down approach
b. The statistical approach
c. The departmental approach
d. The bottom-up approach
5. Allan is an entrepreneur who has just started up his own juice bar selling coldpressed fruit juices for RM9.90 a bottle of 350ml. He says that his customers are not
that many but they seek specialized benefits from his offerings and it is enough to
bring him lucrative profits each month. Allan actually pursues a __ strategy in
business.
a. niche-market
b. growth-market
c. mass-market
d. untapped market

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MARKETING STRATEGY
6. Peter buys Nike brand jogging shoes because he believes they last longer than other
brands. Janice will buy any brand of shoes as long as they are affordable. Either
way, both Peters and Janices choice of purchases rightly sums up the two reasons
below:
a. usable and good
b. better and cheap
c. branding and price
d. service and quality
7. The sale of the same goods to many customers, who then combine it with
information from other sources and further distributes it is known as:
a. Originator
b. Supplier
c. Syndication
d. Distributor
8. When Apple Co. invented the iPhone, their product was considered a new product.
Which category did the iPhone fall into?
a. Cost reduction
b. Re-positioning
c. Additions to existing product lines
d. New-to-the-world product
9. Brands Essence of chicken is a mature product in a mature market in Malaysia.
Which of the following WILL NOT disrupt the industry in which Brands operates?
a. Changing customer needs and preferences.
b. Increased in price for raw materials to produce chicken essence.
c. A substitute product is introduced into the market.
d. Joint-venture between Brands and Eu Yan Sang medical hall.
10. Performance measurement in marketing metrics consists of five steps. Which step
comes after setting performance standards?
a. Obtaining data.
b. Specifying feedback
c. Evaluation
d. Taking corrective action

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MARKETING STRATEGY
Section B (Short Questions): 50 marks
Instructions: Answer all questions in your answer booklet.
1. Brand positioning refers to the target consumers reason to buy your brand in
preference to others. Narrate the steps leading to the brand positioning process.
(10 marks)
2. The term new economy refers to the convergence of manufacturing, services and
technologies to produce high value-added, technology-enabled, and adaptable
industries. Provide four (4) examples of such industries or companies and explain
their contribution to humankind.
(10 marks)
3. Marketing strategies for new products basically fall into two distinct categories:
mass market penetration and niche penetration. Explain the two strategies with
suitable examples.
(10 marks)
4. A mature market is one that has reached a state of equilibrium marked by the
absence of significant growth or innovation. Suggest two (2) sets of strategic
actions a firm may take to ensure success in a mature market.
(10 marks)
5. In organizing and planning for effective implementation of marketing strategies for
a firm, it is important to design appropriate administrative relationships for the
implementation of different competitive strategies. The first administrative
relationship looks at the degree of autonomy provided to each business unit
manager. Explain clearly what the other remaining relationships focus on.
(10 marks)

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MARKETING STRATEGY
Section C (Practical application) : 30 marks
Instructions: Answer all questions in your answer booklet
Question 1
Mighty-Tech Enterprises Sdn Bhd is a Malaysian-Taiwanese joint venture technology firm
with its headquarters in Cyberjaya, Malaysia. Recently, it developed a revolutionary
product called The fingerprint mate which captures and stores all fingerprints and
corresponding identities of their owners in a thumb-size flash-drive. The aim of fingerprint
mate is to assist security firms in preparing access authorization for firms needing to
restrict entry for selected staff into highly confidential areas of their premises. In so far as
the industry and market is concerned, no one else has produced a similar gadget like that.
a. Define the terms market and industry. What are their key differences?
(6 marks)
b. What classification of new product might you give to fingerprint mate in terms of
its degree of newness?
(1 mark)
c. The marketing challenge for Mighty-Tech Enterprises Sdn Bhd now is to build
primary demand, making target customers aware of the product and convincing
them to adopt it. With a pioneer status, explain the potential sources of competitive
advantage available to it.
(8 marks)
(Total marks for this question = 15)
Question 2
Ratu Mustika Sdn Bhd has been a producer of Ratu Henna hair shampoo for the last 15
years. The owner, Puan Nurul knows that her product has reached a maturity stage with the
market nearing stagnation for the last 2 years. She needs to decide if a low-cost position is
feasible for adoption in order to formulate marketing strategies to address the market.
a. Puan Nurul needs to perform a customer satisfaction measurement to determine
their expectations and preferences about her Ratu Henna hair shampoo. But these
measures need to be supplemented with examinations of customer behavior.
Explain the three (3) measures of customer behavior.
(3 marks)
b. Explain clearly all the methods that Puan Nurul will need to adopt if she decides on
maintaining a low-cost position in marketing her shampoo.
(12 marks)
(Total for this question = 15 marks)
___________000___________
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