Rift Valley University

College of Business & Economics

School/Department/Program: Management
Final Examination of Marketing Management (MBA 632)
Time Allowed: 2:00
Exam Date: 29/11/2020
Exam Room: _________
Weight of the Exam: 60%

Full Name_______________________________
ID. No_____________
Progarm _______________

Instructor(s) Name: Henock Semaw

Instructions

 Make sure this exam booklet contains 8 pages including the cover page

 The exam consists of three parts; multiple choice items, matching and
essay

 All your answer must be given on the answer sheet provided.

 Legible and neat work will be rewarded

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I. Multiple choice items: Choose the most appropriate answer for the following questions. ( 1
point each)
1. --------is the act of getting an object (product, service) from someone by giving something in
return.
A. Marketing C. Bartering
B. Exchange D. All
2. The final outcome of building and maintaining profitable customer relationships by delivering
superior customer value and satisfaction is creating-------
A. Client C. Partner
B. Advocate D. All of the above
3. It is a set of benefit offered for exchange that can be tangible or intangible.
A. Goods C. Product
B. Services D. Value
4. What could be the main reason/s for new product development, except
A. To meet changing market demand D. For the sake of replacing dying
B. To cope with changing consumers products
preference, competitors power. E. In order to diversify product offering to
C. In order to keep with changing reduce risk
technology F. None of the above
5. Which of the following factor/s influence the new product development
A. Leadership D. Team building
B. Autonomy E. All of the above
C. Coordination
6. The evaluation of business attractiveness by reviewing sales, cost and projected profit for new
product whether it can meet company’s objective is known as.
A. Market testing C. Product development
B. Business analysis D. Concept testing
7. Which one of the is not an element of new product development
A. Team based C. Customer center
B. Systematic D. Production center
8. Which one of the following is incorrect in new product development phase
A. Time is spent with no return B. Sales are growing and revenues are
absolutely encouraging

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 C. Company finds and develops a new D. All of the above
product idea
9. Which one of the following is incorrect about growth phase of new product life cycle
A. High expenditure for promotion and C. It is a time to expand market share
advertisement is common D. Cost of promotion and advertisement
B. Profit substantially improved from day become low
to day E. Channels of distribution are extensive
10. What could be the strategy of pricing in decline stage?
A. Maintain price level for small profit C. Penetration pricing
B. Increase price D. Re-estimation of price policy
11. Which products have short product life cycles when product sells well during non-consecutive
periods.
A. Fashion product C. Learning product
B. Fade product D. New product
12. Identify the role of product/brand manager
A. Managing existing product through the D. Developing and executing a marketing
states of the life cycle program for the product line
B. Developing new product E. All of the above
C. Preparing marketing plan and
approving copy, media selection, and
package design
13. Which one is incorrect about repositioning of a product
A. Reposition i is done to prevent sales decline of a product line
B. Done to change place of product occupies in a consumer’s mind relative to competitive
products
C. It is done by changing one or more of the four marketing mix elements
D. It done by altering the product characteristic
14. Which one of the following is correct about external environment
A. It is controllable environment C. Constitute strength and weakness
B. Constitutes opportunities and threats D. All of the above
15. A period of retrenchment in business cycle that consumers and business are discouraged, scared
and angry

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 A. Recovery C. Depression
B. Recession D. Prosperity
16. Identify the odd among others
A. Political environment D. Technological environment
B. Social environment E. None of the above
C. Economic environment
17. Which one of the following is not included under micro environment
A. Competitors C. Government
B. Suppliers D. Intermediaries
18. Identify a value chain primary activity
A. Marketing and sales D. Planning and financing
B. Procurement E. Technology development
C. Human resource management
19. Organizations that provide resources needed by the organizations to produce goods and services.
A. Customers C. Competitors
B. Suppliers D. Agents
20. All of the followings are strategies of managing external environment and interaction, except
A. Research and intelligence, D. Lobbying,
B. Public relations, E. Strategic alliance
C. Boundary spanning, F. None of the above
21. Supplying market information about the development of external marketing environment.
A. Marketing information system C. Market intelligence
B. Market research D. Marketing decision support system
22. Identify common areas of marketing research
A. Market Share analysis D. Short-range forecasting
B. Sales Analysis E. Competitive product studies
C. Studies of business trends. F. All of the above
23. Identify channels service outcome
A. Lot size D. Service backup
B. Spatial continence E. All of the above
C. Product variety
24. Which one of the following is not included as main objectives of channel designs

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 A. Minimizing total channel costs C. Studying the strength and weakness of
B. Adapting the larger market intermediaries
environment. D. Provide desired amount of profit
25. Sets of interdependent organizations involved in the process of making a product or service
available for use or consumption is
A. Marketing channel C. Trade channels
B. Distribution channels D. All of the above
26. Identify the odd among others
A. Merchants C. Facilitators
B. Agents D. Suppliers
27. The process of backward planning after understanding the target market
A. Demand chain planning C. Supply chain management
B. Supply chain planning D. Marketing management
28. A system of partnerships and alliances that a firm creates to source, augment, and deliver its
offerings
A. Value chain C. Supply chain
B. Value network D. Market chain
29. Identify the importance of marketing channels
A. Converting potential buyers into D. Aiding advertising decision and sales
profitable orders force training need
B. Serving and making markets E. All of the above
C. Helps pricing decisions
30. Intermediaries’ management strategy that the manufacturer uses sales force and trade promotion
money to induce intermediaries to carry, promote, and sell the product to end users
A. Pull strategy C. Competitive strategy
B. Push strategy D. Silent strategy
31. Identify the first step of channel management decision
A. Selecting channel members C. Motivating channel members
B. Training channel members D. Evaluating channel members
32. Which one of the following is not the main function of marketing channel
A. Selling and promoting C. Buying and assortment building
B. Warehousing & transportation D. Pricing

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 33. A layer of intermediaries that performs some work in bringing the product and its ownership closer
to the final buyer
A. Channel level C. Distribution level
B. Market level D. Marketing system
34. Identify vertical marketing system
A. Corporate marketing system D. Retailer cooperatives
B. Administered marketing system E. All of the above
C. Contractual marketing system
35. All of the following are benefits of multichannel marketing system, except
A. Increase market coverage C. Increase the price of a product
B. Lower channel cost D. More customized selling
36. Channel conflict may happed due to
A. Goal compatibility
B. Co-optation
C. Perception
D. Adoption of superordinate goals
E. All of the above
37. Which one of the following is wrong about marketing management
A. Is a process of identifying , anticipating and satisfying customer requirements profitability’
B. A process of Satisfying needs and wants through an exchange process.
C. Is all about providing products or services
D. Is a societal process of creating, offering, and freely exchanging products and services of value with
others to satisfy needs and wants
E. None of the above
38. Which one of the following is not element of marketing mix?
A. Price D. Customer
B. Promotion E. Product
C. Place
39. What is the importance of marketing
A. Provide employment to members of the B. Improves product efficiency and reduces
society resource depletion
C. Improves quality of life

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 D. Participating in societies economic and E. All of the above
social development
40. Excelling competitors in value creation increasing value (most quality) and decreasing cost to the
customer is
A. Comparative advantage C. Marketing strategy
B. Competitive advantage D. All of the above

IV: Matching

A B

1. Competitor who compete for customers’ A. Brand competitors

money
B. Industry Competitors
2. Unpredictable when reacting or not
reacting C. Generic competitors

3. Does not react quickly or strongly D. Stochastic competitors

4. Offering similar products and services to E. Laid Back competitors

the same customers at similar prices F. Tiger competitors
5. Making the same products or class of G. Form competitors
products

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Full Name_______________________________
ID. No_____________
Progarm _______________
Answer Sheet
I. Multiple choice items
S.N. Answer S.N. Answer S.N. Answer S.N. Answer
1. 11. 21. 31.
2. 12. 22. 32.
3. 13. 23. 33.
4. 14. 24. 34.
5. 15. 25. 35.
6. 16. 26. 36.
7. 17. 27. 37.
8. 18. 28. 38.
9. 19. 29. 39.
10. 20. 30. 40.

II. Matching

S.N. Answer
1.
2.
3.
4.
5.
III. Give short answer (15 Points)

1. Explain briefly the five marketing philosophies (5 points)

2. Why business organizations need to classify customers based on the level of contributions (5
points)?

3. List and describe the Michel Porter Porter's Five Forces Model that can be used to analyze the
environment of competitive forces (5 points).

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