Principles of Marketing (MKTC2101)
Higher Institute of Commerce and Management (HICM)
Semester: First Semester
Level: 200
Year: 2018
MARKETING DEPARTMENT
Module Title PRINCIPLE OF MARKETING
Level 100
Course code MKTC 2201
Exam Type RESIT EXAMINANTION
Lecturer Tiambou Apollin
Session September 2018
Date 10
th
September 2018
Time allowed 1h 30
Instructions Attempt all questions
PART I:MARKETING AND ITS ENVIRONMENT (19.5 marks)
• Define Marketing from the micro and macro levels. (2marks)
• List and explain briefly the steps of the marketing process. (2.5marks)
• How does addressability differentiate e-marketing from traditional marketing
environment? How do marketers use cookies to achieve addressability? (3marks)
• How does e-marketing facilitate customer relationship management? (2marks) ...
• Examine the four-step framework for a one-to-one marketing adapted to Customer
Relationship Management outlined by Don Peppers and Martha Rogers. (2 marks)
• List and explain four methods to build customer loyalty. ( 3 marks)
• A firm acquires one thousand two hundred (1300) customers with an acquisition cost per
customer. The discount rate=17%. Through Gupta and Lehmann approach (over a 6-year
period), and by using the data tn the table below. Calculate without drawing the table the
following:(5 marks)
• The margin per customer
• The total cost or total profit
• The present value
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• The customer lifetime value and the net customer lifetime value.
Year 0 Year 1 Year 2 Year 3 Year 4 Year
5
Year 6
Number of customers
1300
1195
1155
1140
1115
1080
1050
Revenue per customer
450
445
435
430
415
400
Variable cost per customer
330
320
300
305
295
280
Margin per customer
?
?
?
?
?
Acquisition cost per
customer
305
Total cost or profit
?
?
Present value
?
?
?
?
?
?
Discount rate =18% Table A hypothetical example to illustrate customer lifetime value
6- The economy of the country in which WIMCO LTD wants to establish its business is under
dramatic recession. Its managing director seeks your consultancy as expert in Marketing about the
future of the types of products WIMCO LTD intends to offer to the market. Actually WIMCO
LTD intends to supplythe various products: Entertainments and Vacations' products. As an expert
in marketing:
A) Is it the convenience period to enter the market with these products? Explain your answer
(3marks)
B) What should be done to make these products successful despite the recession cycle? (3marks)
7- Discuss the four dimensions of social responsibility? What impact do they have on marketing
decisions? (4marks)
Confine yourself to relevant facts!
Good luck.
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