CIM Level 4 Certificate in Professional Marketing

Marketing (2100)

Time: 14:00 – 16:00

Date: 07 December 2016

Multiple Choice Examination

 The examination comprises 50 compulsory questions

 Section 1 – 30 multiple choice questions (30 marks)
 Section 2 – 7 multiple choice questions (21 marks)
 Section 3 – 3 multiple choice question (6 marks)
 Section 4 – 2 case studies each with 5 related multiple choice questions (10 marks)
 Each correct answer is worth 1 mark
 The examination will be TWO hours in duration

Total marks available – 67

Candidate guidance:

 Answer all questions on the separate answer sheet provided and make sure you read
the guidance information provided at the top of the answer sheets
 Ensure your membership number and centre number or name are provided on the
answer sheet
 Read all questions carefully before attempting them
 Please use black ink

© The Chartered Institute of Marketing 2016

 Marketing (2100) – December 2016

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 Marketing (2100) – December 2016

Answer ALL questions, within all FOUR sections.

SECTION 1

Choose ONE CORRECT answer from the options provided.

1 Which of the following is a key aim of the marketing function within a commercial
organisation?

a. To achieve sustainable competitive advantage.

b. To strive to continually sell more products.

c. To have the best brochures in the market.

d. To manage under-performing suppliers.

2 Which of the following best describes the main function of marketing?

a. Understanding customers’ requirements, helping the company to create products

and services to satisfy them.
b. Using social media to raise customer awareness of the company’s offerings.

c. Creating cost-effective advertising campaigns.

d. Driving customer traffic to the website and creating e-commerce revenue.

3 Which of the following is a vital part of the core strategy within a marketing plan?

a. Choice of target market.

b. Amount of budget available.

c. Allocation of resources.

d. Effective media scheduling.

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 Marketing (2100) – December 2016

4 Which of the following plays the most important role in supporting the post-
purchase stage of the consumer buying process for services?

a. Price.

b. Process.

c. Place.

d. Physical evidence.

5 Business-to-business buying, when compared with consumer buying, is likely to

involve which of the following?

a. Longer lead times.

b. More promotional offers.

c. Lower value transactions.

d. Fewer decision makers.

6 An organisation reviewing its micro environment would consider:

a. local media and interest groups.

b. local and national government.

c. corporate social responsibility and environmental trends.

d. emerging technologies available to facilitate growth.

7 Jas has been tasked to undertake a detailed evaluation of his organisation's

internal environment. What is the most likely reason for this? To:

a. consider changes in relevant legislation.

b. evaluate the organisation's supply chain.

c. identify strengths and weaknesses.

d. understand customer behaviour.

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 Marketing (2100) – December 2016

8 Kim runs a number of hairdressing salons. A friend of hers often uses the salons
and gives feedback to Kim on the level of service provided. This type of data
gathering is known as which of the following?

a. Mystery shopping.

b. Experimentation.

c. Observation.

d. Delphi method.

9 Which of the following research techniques enables the researcher to consider the
respondents' non-verbal communications?

a. Telephone interviews.

b. Observation.

c. Delphi method.

d. Online surveys.

10 Which of the following is likely to be a useful source of secondary data about new
products in business-to-business marketing?

a. Government reports.

b. Trade journals.

c. Television.

d. Consumer reports.

11 Which one of the following is an example of secondary information?

a. Blogs.

b. Interviews.

c. Surveys.

d. Panels.

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 Marketing (2100) – December 2016

12 An organisation adapting its ‘place’ tactics is most likely to:

a. start selling products online.

b. establish a new manufacturing base.

c. review the price positioning of its products.

d. increase the geographic reach of its campaigns.

13 Which of the following is a recognised component of the total product concept?

a. Augmented product.

b. Adapted product.

c. Standardised product.

d. Installed product.

14 HFS Group is undertaking a review of its online and offline distribution channels. It
is reviewing which element of the marketing mix?

a. Promotion.

b. Place.

c. Process.

d. Product.

15 SmartClean, a low-cost brand, has launched a new product in a highly competitive

market. It is keen to gain as much market share as it can within the first month of
the launch. Which one of the following pricing approaches will it use at launch?

a. Relationship pricing.

b. Penetration pricing.

c. Premium pricing.

d. Skimming.

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 Marketing (2100) – December 2016

16 BeFit is offering existing customers access to new fitness centres it has just
opened. It has adapted which one of the elements of the marketing mix?

a. Place.

b. People.

c. Process.

d. Physical evidence.

17 Which one of the following is a tool within the promotion mix?

a. Database management.

b. Digital communications.

c. Online research.

d. Website hosting.

18 An organisation's positioning will be impacted the most through its ability to:

a. create a co-ordinated marketing mix.

b. establish an effective MKIS.

c. conduct market research effectively.

d. undertake environmental scanning.

19 SunBright Corporation manufactures solar panels. Changes in technology improving

manufacturing techniques, changing customer behaviour and new legislation have
caused SunBright to do which one of the following as a priority? Review its:

a. segmentation approach.

b. positioning strategy.

c. shareholder analysis.

d. marketing mix.

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 Marketing (2100) – December 2016

20 Co-ordinating the marketing mix is most likely to be driven by the need to:

a. maintain consistency of the brand.

b. reduce marketing-related expenditure.

c. execute mass marketing activities.

d. avoid negative public relations.

21 Effective positioning requires which one of the following?

a. A co-ordinated marketing mix.

b. Extensive use of advertising.

c. Regular quantitative data.

d. Competitor-based pricing.

22 An effective approach to co-ordinating the marketing mix will directly lead to which
one of the following?

a. No customer attrition.

b. Market share leadership.

c. Reduced customer complaints.

d. Clearer differentiation.

23 An organisation's brand values will be identified by customers through which one of

the following?

a. Its market and product positioning.

b. Its use of direct marketing tools.

c. Its application of the entire marketing mix.

d. Its share price and profitability.

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 Marketing (2100) – December 2016

24 Handsetz Inc is a mobile phone handset manufacturer. It has decided to launch a

laptop product suitable for both consumers and small businesses. Which of the
following should Handsetz Inc. do first?

a. Adapt all elements of its marketing mix.

b. Change the design of its current product.

c. Offer discounted pricing to existing customers.

d. Use direct marketing to create awareness.

25 Why is a different marketing mix often applied to services compared to goods?

a. Services are intangible and variable.

b. Services cannot be easily promoted.

c. Only goods can be priced effectively.

d. Only goods require a 'people' dimension.

26 Which one of the following is much more prevalent in B2C rather than B2B
marketing?

a. TV advertising.

b. Sponsorships.

c. Public relations.

d. Personal selling.

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 Marketing (2100) – December 2016

27 Anster Cars is a US automotive manufacturer. It has decided to enter the European

market with a 'no frills' basic model. It has a very low cost focus and is anxious to
achieve high sales volumes quickly. It is happy to sacrifice revenues over profit, at
least initially. Its priority should be on which of the following within the marketing
mix?

a. Additional product features.

b. Penetration pricing.

c. Public relations.

d. Exclusive distribution.

28 In times of increasing unemployment, recession and global economic uncertainty,

which element of the marketing mix, in B2C marketing, is likely to come under the
most scrutiny by marketers?

a. Product.

b. Price.

c. Place.

d. Process.

29 Changing customer acceptance and usage of technology for customer service and
product delivery has led many banks to focus primarily on which element of the
marketing mix?

a. People.

b. Price.

c. Process.

d. Promotion.

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 Marketing (2100) – December 2016

30 Which one of the following is the most effective measure of the effectiveness of
pricing?

a. Clients lost.

b. Meetings held.

c. Profit margin.

d. Customer satisfaction.

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 Marketing (2100) – December 2016

SECTION 2

Choose THREE CORRECT answers from the options provided.

1 The modern marketing concept focuses on which of the following?

a. Customer orientation.

b. Staff satisfaction.

c. Integrated effort.

d. Goal achievement.

e. Shareholder recruitment.

f. Business development.

2 Significant changes in customer behaviour are most likely to impact in the short-
term on which of the following? The organisation's:

a. brand.

b. products.

c. pricing.

d. positioning.

e. segmentation.

f. communications.

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 Marketing (2100) – December 2016

3 For a manufacturer of high value and vital equipment for key business clients,
which of the following are likely to influence purchasing decisions?

a. Continuity of supply.

b. Impulse.

c. Personal preference.

d. Quality.

e. Online advertisements.

f. Negotiations.

4 New laws, unemployment and global warming relate to which elements of the
macro-environment?

a. Social.

b. Legislation.

c. Cultural.

d. Economic

e. Environment.

f. Technological.

5 Green Power Turbines is a leader in the wind power industry. Which of the
following are environmental factors that might impact on the organisation's
marketing activities?

a. Consumerism.

b. Global warming.

c. Air pollution.

d. Lifestyle changes.

e. Impact of greenhouse gases.

f. Education policy.

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 Marketing (2100) – December 2016

6 The effective management and use of marketing information should directly

contribute to which of the following?

a. Competitive advantage.

b. Fewer stakeholders.

c. Supply risk reduction.

d. More products.

e. Better planning.

f. Understanding customer needs.

7 A doctor's surgery has introduced a new online appointment booking system,

recruited new receptionists and redecorated the surgery waiting room. It has
changed which of the following elements of the marketing mix?

a. People.

b. Physical evidence.

c. Place.

d. Process.

e. Product.

f. Promotion.

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 Marketing (2100) – December 2016

SECTION 3

Choose TWO INCORRECT answers from the options provided.

1 Psychographic segmentation involves grouping people by which of the following

characteristics?

a. Age.

b. Gender.

c. Lifestyle.

d. Personality.

2 Which of the following is likely to have a direct impact on an organisation's

positioning? Changes in its:

a. branding

b. internal governance.

c. head office location.

d. micro-environment.

3 Which of the following are characteristics of quantitative research?

a. Capable of statistical analysis.

b. Opinions and feelings expressed.

c. In-depth insights.

d. Numerical data.

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 Marketing (2100) – December 2016

SECTION 4

Choose ONE CORRECT answer from the options provided.

Case Study 1
Shiraz is head of market research for Romini Bank Corp. Since joining, one year ago, his
focus has been on developing a solution which can provide the right information to internal
marketing staff when and where they need it. Initial requests for information from
marketing staff have been for data relating to the organisation’s environments, which they
say has been invaluable in helping them to undertake more effective marketing planning. He
has also provided customer information to the corporate banking division whose primary
goal is to work closely with its most important clients, with a view to building longer-term
loyalty. The division has also undertaken some detailed analysis of its competitors, a number
of interest groups and other key stakeholders. The consumer banking division has asked
Shiraz to undertake some research to determine if its online facility for ordering currency,
booking appointments and making payments is meeting customer needs.

CS1.1 The solution Shiraz has been developing can be described as which of the
following?

a. KAM.

b. EVC.

c. MKIS.

d. NPD.

CS1.2 The initial requests for information from marketing staff have been to help them
undertake which of the following within the marketing planning process?

a. Marketing audit.

b. Media scheduling.

c. Resourcing.

d. Tactics.

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 Marketing (2100) – December 2016

CS1.3 The corporate banking division's primary goal is focusing on which of the
following?

a. Customer relationship management.

b. Data gathering.

c. Marketing mix development.

d. Product positioning.

CS1.4 The corporate banking division has undertaken detailed analysis of which of the
following?

a. Its internal environment.

b. Its micro-environment.

c. The macro-environment.

d. The strategic environment.

CS1.5 The consumer banking division's research is essentially checking the effectiveness
of which element of the marketing mix?

a. People.

b. Price.

c. Process.

d. Promotion.

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 Marketing (2100) – December 2016

Case Study 2
Maud Jenkinson is a marketing manager at Manheim Group. The group manufactures power
tools and equipment for construction company use which it sells through wholesalers and
directly via its website. Its distribution team has been outsourced. Since Maud arrived, six
months ago, her focus has been on improving control of these channels. She has been keen
to ensure that all of the channels remain strongly focused on delivering outstanding service.
To achieve this she implemented service level agreements with all channel partners. Maud
has undertaken some primary research so she can better understand who buys the products
and why. The research revealed that most transactions are simply repeat purchases, with
customers requiring little or no additional information. Once the customer trusts the product
and the brand they are highly likely to continue buying. To help her planning, she has just
commenced some further research using secondary data sources.

CS2.1 Which type of transactions does the research indicate?

a. Impulse buying.

b. Modified re-buy.

c. New task.

d. Straight re-buy.

CS2.2 Since arriving, Maud's focus has been on which element of the marketing mix?

a. Place.

b. Price.

c. Product.

d. Promotion.

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 Marketing (2100) – December 2016

CS2.3 Which of the following will be an acceptable measure of the effectiveness of the
company's channel partners?

a. Customer satisfaction.

b. Discounts available.

c. Media coverage.

d. Stock levels.

CS2.4 Which of the following elements of Manheim group's micro environment has been
the primary focus of Maud's attention to date?

a. Competitors.

b. Distributors.

c. Lobbyists.

d. Shareholders.

CS2.5 Which of the following might be a source that Maud is using for the further
research she has just commenced?

a. Customer panels.

b. Focus groups.

c. Mystery shopping.

d. Trade journals.

END OF EXAMINATION

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 Marketing (2100) – December 2016

Moor Hall
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Maidenhead
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Telephone: 01628 427120
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Website: www.cim.co.uk
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