SAMPLE EXAM PRACTICE QUESTIONS FOR BSB126

Segmenting, targeting and positioning

o What is segmentation?
Segmentation is diving the total market into smaller groups with similar needs.
o What are the bases of segmentation?
Similar needs and preferences
o What are the conditions required for a segment to be effective/desirable?

o What is targeting? Why is it important?

Targeting aims to identify customers for whom the company will optimize its offering
because you cant make everyone happy as it is too costly.
o What is positioning? Why is it important?
Positioning the marketing offering in the customers mind.
o How do the terms positioning, target market, marketing strategy and marketing mix
relate to one another?
Planning & Strategy
o Outline the stages in strategic and market planning
Segmenting the market, Target a certain market
o Explain with examples the tools used for a situation analysis, including the BCG
matrix and the market product strategies.
Consumer Behaviour
o What is perception? Why is it important?
o What are selective retention, exposure, and distortion?
o What are the 5 stages of the consumer buying decision process?
Problem Recognition, Information Search, Evaluate Alternatives, Product Purchase, PostPurchase Outcomes
o What is learning?
o What are the forms of consumer problem solving?
o What is personality?
o What is motivation?
o What is an attitude and what are the approaches marketers use to try to change
consumer attitudes?

Pricing
o What are typical pricing objectives?
o What are the 4 broad approaches to pricing, giving examples of each?
o Explain the various demand oriented approaches to pricing, including skimming,
penetration pricing and yield management.
o When would you use penetration pricing as opposed to skimming?
o What is price elasticity of demand? What is the difference between inelastic and elastic
elasticity of demand. Provide examples and diagrams. What factors influence price
elasticity of demand?
o What are captive product pricing and loss leader pricing?
Services Marketing
o Discuss, using an appropriate example, the 4 Is of services.
o What is the difference between a good and a service? Discuss using the Goods and
Services continuum by providing an example of a pure good, and a pure service, and
something in between
o What is capacity management?

Marketing Environment
o What are the most important current demographic trends? Explain with examples how
they have changed and will change the marketing of goods and services.
o Explain with examples how global warming might change the marketing of many
businesses.
o What are some of the key racial and ethnic diversity trends in Australia?
o What effect might the ageing population have on the marketing of various goods and
services?
Marketing Mix: Product
o Define Product.
o Discuss the classifications of a product, providing examples of each.
o Is the product life cycle useful?
o Why has private branding become more important?
Marketing Mix :Place/Distribution (No short essays on this topic in the final exam BUT
there might be some multiple choice questions)
o What are the marketing channel functions performed by intermediaries?
o How does franchising work?
o What is the difference between, exclusive distribution, selective distribution, and
intense/extensive distribution? Discuss using examples.
o What is the difference between a push and a pull strategy; what tactics might a
marketer use during each, using a product example?
o What is Just-in-time (JIT) inventory?
o What is cross-docking?
o What is channel conflict?
o How does logistics management relate to marketing strategy?
Global Marketing
What mode of entry could a company follow if it has no previous experience in global
marketing?
What choice of strategies do global firms have for matching products and their promotion efforts
in global markets?
Describe different types of firms that enter and compete in global markets.
Explain the difference between a global marketing strategy and a multidomestic marketing
strategy.
Describe different approaches firms use to enter and compete in global markets. 3

 Advertising/IMC
Define IMC. What changes have occurred to make IMC so important to marketing
communication activities?
What four marketing communication disciplines contribute to IMC and what is the
contribution of each?
Public Relations
Define public relations. How does it differ from marketing?
What are some specialised areas of PR? Identify a public which each might target