Principles of Marketing (MKTC2101)

Higher Institute of Commerce and Management (HICM)

Semester: First Semester

Level: 200

Year: 2013

Answers (200 )
UNIVERSITY
OF
BAMENDA
HIGHER
INSTITUTE
OF
COMMERCE
AND
MANAGEMENT
DEPARTMENT
OF
MARKETING
M
ODULE
P
RINCIPLE OF
M
ARKETING
Level
100
Course Code
MKG
101
Exam type Continuous Assessment Test
Lecturer Mr. Tiambou
Session First Semester 2012/2013
Date 28
th
February 2013
PART I: MARKETING AND ITS ENVIRONMENT( 04MARKS)
1. What is Marketing?(0.5 marks)
2. What do you understand by the product and market concept?( 1.5 marks)
3. Outline the steps in strategic planning(2 marks)
PART II: UNDERSTANDING BUYERS AND MARKETS (24 MARKS)
4. Outline four ways in developing extraordinary services in the small firms, according to Patrick
Daily. (2 marks)
5.
Year 0
Year 1
Year 2
Year 3
Year 4
Year 5
Number of customers
180
175
160
150
120
110
Revenue per customer
200
210
220
230
235
Variable cost per customer
130
135
140
150
115
Margin per customer
?
?
?
?
?
Acquisition cost per customer
60
Total cost or profit
?
?
Present value
?
?
?
?
?
?
Discount rate =10% Table A hypothetical example to illustrate customer lifetime value
a) Draw the table on your answer booklet and calculate the missing values( 3marks)
b) Calculate the net customer lifetime value ( 1 mark)
c) Give two marketing values to find customer lifetime value calculations helpful (1 mark)
6. Outline four strategies needed by winning companies to improve the value of their customer.
(2 marks)
7. If you are a marketer of a company that faces toughest competition, what strategies will you apply
to form strong customer bonds? (2marks)
8. Remember your recent mobile telephone purchased: Analyze its buying Decision process
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factors that have influenced your purchase at each stage. (2.5marks)
9. Outline the three psychological tools that shape perception. (3marks)
10. Define the buying center and give three roles in the purchase decision process (2 5 marks)
11. Define target market and outline one step of your choice of the target market selection process
(2marks)
12. What do you understand by international marketing and Globalization (2 marks)
PART III: INTRODUCTION TO MARKETING MIX
13. Define: Marketing Mix, product and Brand ( 2marks)
14. Outline the primary roles of brands (2.5 marks)
15. Choose one stage of the product life cycle (PLC), give its characteristics, objectives and strategies
( 2.5marks)
NB; Confine yourself to the relevant facts. Not more than 3 pages.
Good luck!!!
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