Series 3 Examination 2010

CERTIFICATE IN MARKETING
Level 3

Monday 7 June

Subject code: 3025

Time allowed: 3 hours

INSTRUCTIONS FOR CANDIDATES

ƒ Answer Question 1, which is compulsory, and 4 others.

ƒ You must attempt the compulsory question or you will not be eligible for a Pass.

ƒ All questions carry equal marks.

ƒ Write answers in blue or black ink/ballpoint. Pencil may be used only for graphs, charts, diagrams,
etc.

ƒ Begin your answer to each question on a new page.

ƒ All answers must be correctly numbered, but need not be in numerical order.

ƒ Write on both sides of the page. Cross through any rough work.

ƒ If you use extra sheets, write your candidate number and the question number on each sheet and
attach them to the inside of the answer book.

ƒ You may use an English or bilingual dictionary.

3025/3/10 Page 1 of 4 ASE 3025 3 10 1

QUESTION 1 COMPULSORY

Country-Tools manufactures a large variety of agricultural machinery and tools for the industrial farming
market. Recent competition has seen a fall in its sales. You have been appointed to the position of
Marketing Manager to improve sales and market share. Using any five elements of the marketing mix,
prepare a marketing plan for this company for the next 3 years.

(i) Outline your proposed strategy for the next 3 years. (10 marks)

(ii) Give your tactics for carrying out these strategies. (10 marks)

Present your answers in bullet point format using the 5 x 2 ten cell matrix. Your tactics must be
relevant to the strategies you propose.
(Total 20 marks)

QUESTION 2

Briefly explain the following terms used in marketing:

(a) adoption (2 marks)

(b) cash-and-carry wholesalers (2 marks)

(c) competitive advantage (2 marks)

(d) fads (2 marks)

(e) relationship marketing (2 marks)

(f) microenvironment (2 marks)

(g) net profit (2 marks)

(h) objective and task budget (2 marks)

(i) management contract (2 marks)

(j) psychographics (2 marks)

(Total 20 marks)

QUESTION 3

Your company is to launch a new website on the internet. Write a report to your Marketing Director
briefly explaining:

(i) what is meant by a clicks and mortar organisation (2 marks)

(ii) four (4) key factors of a transactional website (4 marks)

(iii) six (6) benefits for an organisation having an on-line transactional presence (6 marks)

(iv) six (6) benefits for customers shopping online. (6 marks)

(Candidates are awarded 2 marks for the correct report format and layout) (2 marks)

(Total 20 marks)

3025/3/10 Page 2 of 4
QUESTION 4

(a) Explain what is meant by a not-for-profit organisation and give two (2) examples of such. (3 marks)

(b) Give five (5) marketing objectives that a not-for-profit organisation is likely to have. (5 marks)

(c) Explain four (4) marketing tools that might be used to achieve these objectives and why they will
be used.
(12 marks)

(Total 20 marks)

QUESTION 5

Face-u-like is a cosmetic company that manufactures expensive creams to prevent ageing and remove
facial wrinkles in people’s skin.

(a) Using recognised bases of segmentation, identify the potential target markets for their products.

(10 marks)

(b) Using a variety of marketing tactics across the marketing mix, explain how you would position their
products as premium priced, high quality goods in the market.
(10 marks)

(Total 20 marks)

QUESTION 6

Write a report to your Managing Director explaining:

(i) six (6) different elements of the promotional mix (6 marks)

(ii) how you would use at least four (4) of these elements in an integrated promotions campaign to
launch a new variety of perfume.
(12 marks)

(Candidates are awarded 2 marks for the correct report format and layout) (2 marks)

(Total 20 marks)

QUESTION 7

Briefly explain, using a relevant example, what is meant by the following terms:

(a) Omnibus survey (4 marks)

(b) Qualitative research (4 marks)

(c) Primary research (4 marks)

(d) A consumer panel (4 marks)

(e) Ad-hoc research (4 marks)

(Total 20 marks)

3025/3/10 Page 3 of 4
QUESTION 8

Write a report to your Managing Director explaining:

(i) the role of personal selling in the promotional mix (3 marks)

(ii) four (4) different objectives a sales force may be given (8 marks)

(iii) four (4) reasons for effective territory management (4 marks)

(iv) three (3) methods of remuneration for a sales force (3 marks)

(Candidates are awarded 2 marks for the correct report format and layout) (2 marks)

(Total 20 marks)

QUESTION 9

You are a Marketing Assistant for your country’s national airline. Using any six (6) elements of the
STEEPLE environmental analysis tool, analyse the current environment in which your company is
operating. Write a report to your Marketing Director with your analysis results.
(18 marks)

(Candidates are awarded 2 marks for the correct report format and layout) (2 marks)

(Total 20 marks)

QUESTION 10

Jewelcrafts is a very small company that manufactures small items of expensive gold jewellery. They
wish to expand their business into international markets. You have been engaged as a consultant to
advise them how to do this. Write a report to the owner of Jewelcrafts:

(i) highlighting five (5) different ways they might enter international markets (10 marks)

(ii) giving your recommendation of the best method you consider to be relevant (2 marks)

(iii) explaining your reasons for your choice (6 marks)

(Candidates are awarded 2 marks for the correct report format and layout) (2 marks)

(Total 20 marks)

3025/3/10 Page 4 of 4 © Education Development International plc 2010