September 2017 Marketing Exam Summary

Exam Instructions

  • Time allowed: 3 hours (plus 10 minutes of reading time)

  • Answer any 5 questions

  • All questions carry equal marks.

Questions Overview

  1. Ladder of Customer Loyalty

    • Define and exemplify the ladder of customer loyalty.

  2. Types of Annual Budget Planning

    • Explain the three types of annual budget planning for marketing budgets.

  3. International Influences

    • Examine how international factors affect domestic organizational conditions.

  4. Family Life Cycle

    • Define family life cycle with an example and discuss its significance for marketers.

  5. Scaling Techniques

    • a) Define scaling techniques.

    • b) Provide two commonly used scaling techniques in marketing.

  6. Sources of New Product Development (NPD)

    • List five internal and five external sources for NPD.

  7. Marketing Activities in the Industrial Sector

    • Provide an example of five marketing activities relevant to the industrial sector.

  8. Extended Marketing Mix

    • Discuss the importance of people, process, and physical evidence in the extended marketing mix for not-for-profits and charities.