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~~ Bus 201(3.00)
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:Final Exam-· Bus-201-E- Janum:20l~
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Part I - Answer only THREE from the t'ollmYing questions"
Ql- a·· Define marketing .
b- Vhy Packaging is consider as a part of good's qn
c-What is the different between marketing conc<.•pt
Q2 - a- What are the objectives of Advertising?
b-Vby price is consider important.
c- Define and explain personal selil.
Q3- a- Explain the inflneucers that affect
:2o b- Define and explain tbe Advertising·five principal media of advertising,
c- Explain the
mer markets, industrial markets, and rescUer
between :Convenieuc~· p:ro(bcis, Shopping protluct5 anJ
Specialty
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4. I' S~ 1-Define Marketing and explain the meaning of exchange.
o/ Marketing: The human activity directed at satisfying needs and
wants though exchange process.
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<Y/) 2- What the different between Marketing concept and selling
concept?
Selling concept is a common approach
market.
The selling concept holds that ...."'....&0.......~-~--.. - - ·
"-:·::. :: ·ordinarily not buy enougbW"
organization must therefore selling and
attentiori' more on the
ofbuyer. And this approach
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5. Marketing concept they to achieve organization goals consist in
determining the needs and wants oftarget markets and
delivering the desired satisfaction more effectively and
efficiently than competitors. This approach to marketing is
called the "Market orientation", which focus on needs ofits
customers. Its primary concern is to find out what its customer's
needs and wants are so as to meet them with the highest level of
customer satisfaction. Everything we -you
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mix? And illustrate the components
variables offered to the market at particular point in time. These
variables are:
Product [Variety - Quality - Brand name - Packaging]
Price [Basic price - Discounts - Credit terms]
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6. Promotion [Advertising - Personal selling - Sales promotion -
Publicity]
Distribution [Channels - Sales force - Coverage - Transport]
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_fl/0-4 Explain the influencers
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product. [True
Initiator: is the suggest or thinks ofthe idea of
buying the
whose views or advice carries same
Decider: is a person who ultimately determines any part ofthe
entire buying decision whether to buy how to buy or where to
buy.
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7. Buyer: is the person who makes the actual purchase
User: the person who consumes or uses the product or service.
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~· 5-What is more important, benefits
J features? And what is the effect on
People generally want to acquire
rather than its features. :
For example, in buying a motor is buying such
statA. Similarly, thethings as luxury or speed or
reason why
mind.
"'.I..L.I."'~" ofhealth or peace of
,.L.L.L.L.LJ"o> the benefits ofthat product. The
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8. +: 6-What do we mean by branding products?
J<i( One important method used to sell benefits is by branding
products. This means applying the organization's "signature" to
its product by the use ofspecial names, signs or symbols.
Branding has grown enormously during this century, and there
is hardly a product in the Western world which does not have a
brand name or designation ofsome kind.
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•7-Why Packaging is considered as a part ofgood's quality?
the n-rnrn
point-of-sale
packaging
in the presentation of a
packa~ provi~e_ P!qt~ct~()~"f.?~ ___
reinfor~the brand image and the
~
~~~~~=· The protective aspect of
in respect ofite~uch as foodstuffs,
dangerous liquids and delicate pieces ofmachinery.
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9. 8-Explain "Product lifecycle''
Studies have shown that most products pass through a series of
stages, their life cycle, from the time they are introduced until
the time they are withdrawn. A product will typically pass
through five major stages in its life.
Introduction: Costs are high [Because they include the
development costs], sales and profits are low. Few competitors.
Price relatively high.
Growth: Sales rise rapidly. Profits
Increasing competition. Unit costs
appears. 1l
•Maturity: Sales continue to
off. Competition at its peak. fu•er. Mass market.
Saturation: Sales stagnate. Profits. Measures taken against
begins to
Declin
Products
competitive. Mass market
permanently. Profits low or zero.
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ft; .9- What are the "Consumer
J0
· · The traditional and mostTiy
consumer products consis'Sof._.....,.,...C!C! """"J''I..
Shopping- Specialty]. These based primarily on
characteristics ofbuyers' .....~....u.LLJ•to. behavi!
c y inexpensive, frequently
want to exert only minimal
gasoline, newspapers so ft
. The buyer spending little time in
..............~..... of a convenience item or in comparing
available brands or sellers.
Shopping Product: is an item for which buyers are willing to
expend considerable effort on planning and making the
purchase. Buyers allocate ample time for comparing stores and
bands with respect to price, product features, qualities, services
and perhaps warranties. Appliances, upholstered furniture,
men's suits, bicycles, and cellular phones are examples of
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11. shopping products. These products are expected to last for a
fairly long time and thus are purchased less frequently than
convenience items.
Specialty Product: possesses one or more unique
characteristics for which a significant group ofbuyer is willing
to expend considerable purchasing effort. Buyers actually plan
the purchase of a specially product. They know exactly what
they want and will not accept a
specialty products, purchasers do
Examples include unique sports car...
dining table. :
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12. 7h 10- Why Price is considering important?
f / Price is important because it is the only element ofthe mix which
@stJ
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produces revenue, the others all represents costs. Sellers have to gear
prices to a number ofkey factors such as:
A. the costs ofproduction and development.
B. The ability to generate sufficient revenue and profits.
C. The desired market share for the product.
D. The prices being offered by the cornp<:muon.
Price is especially important at certain ·
A. When introducing new products. :
B. When placing existing p4.ucts into
C D . . d f . . •. unng peno s o nsmg costs
D. When competitors change
-D. Xlhen cmnpctitors change other elements in their marketing mix ·· ·
[e.g.. .,..,.,...,.,~··"'"without increasing prices].
individual and products in
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"~5,~ 11- Defme and explain the Advertising five principal media
o/ ~fadvertising.
Advertising is the process ofcomm · ·
the
the process excludes persfti selling.
ofadvertising:
A. The press, newspapers, .......,....l"t..... ..ECT
E. transport advertising...ECT
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14. 12- What are the main factors affecting advertising effort?
Whatever the medium a number ofquestions must be decided
about an organization's advertising effort. These are basically as
follows:
A. How much should be spent on advertising?
B. What message do we want to put across?
C. What are the best media for our
D. When should we time our ad
~rtsu~-1
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ectives ofadvertising?
achieve on or more the following:
A. Increase customer familiarity with a product or variations of
it e.g. brand, product, range... ECT
B. Inform customers about specific features ofa product
C. Inform customers about the key benefits ofa product
D. Indicate distinctive features and benefits ofa product [
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