MARK1012: S1 Final Exam Briefing

Mohammed A Razzaque

MarketingFundamentals:MARK1012

2014S1:FinalExamBriefing
Pleasereadthisdocumentcarefully
MohammedARazzaque

GeneralOverview
ThisexaminationconsistsofTWOsections(35%ofyourcourse
grade,however,itismarkedoutof120).
SectionA(65ConceptMatchingquestions:65marks);
SectionB(40MultipleChoiceQuestions:55marks).
Youwouldhavetwo[2]hourstocompletethisexamplus10
minutesreadingtime.
YoumustanswerALLquestionsineachsectionontheGeneralised
AnswerSheettobeprovidedintheexam.
UseofUNSWapprovedcalculatorsispermitted.
BringafewpencilstowriteyouranswersontheGeneralisedAnswer
Sheetandaneraserincaseyouneedtochangeyouranswer.
Noothermaterialistobetakenintotheexaminationroom.

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MARK1012: S1 Final Exam Briefing

Mohammed A Razzaque

GeneralOverviewII
OntheGeneralisedAnswerSheet,youmustwrite(i)
yournameexactlyasitappearsontheuniversity
recordsand(ii)yourstudentID.
IfyournameisTanChweeHuat,Albert;donotwriteAlbert
Tan;theremaybe5AlbertTansinthecourse.

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ExamBrief S3

Coverage
SectionA: 65ConceptMatchingquestionsappearingin16
differentboxesorganisedaccordingtotopic.
Boxesmaycontain3,4,or5concepts(incolumn2)with4or5
alternatives(incolumn3)tomatch.

SectionB: 40MultipleChoiceQuestions;twotypes.
Type1:25questions,eachworthmark1;and
Type2:15questions,eachworth2marks.

NatureofquestionsinbothSectionsAandB
BasicConceptaswellasapplicationorientedquestions
coveringtheentirecourse.

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ExamBrief S4

MARK1012: S1 Final Exam Briefing

Mohammed A Razzaque

SectionA:65matchingquestionsx1 =65marks
BasicConceptQuestionscoveringtheentirecourse.
Understandingofneed,want,utility,satisfaction,transaction,
exchange,valuepropositionetc.
Strategicplanning,portfolioanalysis[BCG]andmarketexpansiongrid
Marketingenvironment
Marketinginformationsystem
Consumerbehaviour
Markettargetingstrategies
Productclassification,productlevels
Newproductadoption
Productmixdecision
Productpricing
Basicsofdistributionchannel
Promotionandcommunications

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ExamBrief S5

SampleQuestionSectionA
C1
Question
No

Youarerequiredtomatcheachnumbereditemstatedin
C2(Questions)

Againstthealternativesin
C3(ANSWERS)

BOX5

C 1

C 2: Action (Product pricing)

C 3:Concept/Term

12

Pricing a group of products sold together

13

Setting Price Steps Between Product Line Items

14

Pricing optional products sold with the main product

15

Pricing products that must be used with the main Product

A.
B.
C.
D.
E.

Answerinthegeneralisedanswersheet

12

13

14

15

Byproductpricing
Productlinepricing
Captiveproductpricing
Productbundlepricing
Optionalproductpricing

NOTETHEFOLLOWINGCAREFULLY
C1(Column1showstheQuestionnumbers)
C2(Whatyouaresupposedtomatch)
C3(Youranswersarehere,incolumn3.Forexample,
thestatementinQuestion12matcheswithDofC3.
Henceyoumarkinyourgeneralisedanswer
D
sheet.

o Alsonotethattherearefourquestions(Q12,13,14,and15)BUTfivepossibleanswersA,B,C,Dand
E.Thatisok;itmeansoneoftheanswersisnotappropriateforanyofthequestions.
o Someboxesmayhavethreequestions,somefourandsomefivequestions.

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ExamBrief S6

MARK1012: S1 Final Exam Briefing

Mohammed A Razzaque

SectionB:MultipleChoiceQuestions:55marks1
Thereare40multiplechoicequestionsonvariousmarketing
conceptsandtheirapplicationcoveringtheentirecourse.
25oftheseMCQscarryonemarkeach(25x1=25marks);whereas
eachoftheremaining15carrytwomarks(15x2=30marks).
SomeoftheMCQsinvolvecomputation(pricingproblems).
Bringyouruniversityapprovedcalculator.
ThereisNONEGATIVEMARK forwronganswers.

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ExamBrief S7

SectionC:MultipleChoiceQuestions:70marks2
Coverage I
Definitionsofmarketing;need.Want,demand,market
ConceptsofExchangeandtransaction;
Analysesofcurrentmarketingsituation,marketingstrategyand
settingobjectives;
Variablesaffectingconsumerbehaviour;
Elementsofmacro andmicroenvironment;
Marketinginformationgathering;
Consumerpurchasedecisionmaking;
Variousrolesassumedbyconsumersinbuyingdecisionmaking
CharacteristicsofB2Bmarket;

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ExamBrief S8

MARK1012: S1 Final Exam Briefing

Mohammed A Razzaque

SectionC:MultipleChoiceQuestions:70marks3
Coverage II
Segmentation,targetmarketandpositioning;
Productdefinition,andproducttypes;
Productattributes,features,benefits
NPDprocessandnewproductadoptionprocess;
Brandingissues;
Markup,breakevenanalyses;
Marketingchannels;channelfunctions;
Distributionstrategiesandchannelconflicts;
Integratedmarketingcommunication;
Elementsofpromotionalmix;pushandpullstrategies
Basicaspectsofdirectmarketinganddatabasemarketing.

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ExamBrief S9

SampleMCQs
Example1:TheMillerCompany,hasagoalof
introducingamajorproductimprovementofat
leastoneproducteveryyear.Thistypeofgoal
indicatesthattheCompanyoperatesusingthe
________concept.
A.product
B.production
C.Selling
D.marketing
E.
societal
Example2:Atthe_______stepinthehierarchyof
effectsamarketerwouldmakeuseofcontests
andcoupons;atthe_________stepthemarketer
willmailtousers.
A.
B.
C.
D.
E.

Example3: Whilemediaplannerstendtouse
__________tocomparetherelativecosteffectiveness
ofdifferentprintmedia;theycomparetherelativecost
effectivenessofdifferenttelevisionprogramsusing
________.

A.averagereach:costperthousand
B.costpermedium:averagefrequency
C.grossratingpoints(GRPs):averagefrequency
D.costperthousand(CPM):grossratingpoints(GRPs)

E.costpermedium(CPM):averagereach

Knowledge;purchase
awareness;knowledge
desire;awareness
purchase;loyalty
loyalty;desire

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ExamBrief S10

MARK1012: S1 Final Exam Briefing

Mohammed A Razzaque

Howtostudy
Step1:Carefullyrevisethematerialscoveredintheselfstudymaterials,tutorial
sessionsandthesamplefinalexampaperpostedonMOODLE.Alsopay
particularattentiontotheareasdiscussedinthisbriefandtheexamplesshown.
Ifyouareabletofollowstep1,youshouldpasstheexameasily(withagoodpassoracredit
grade).

Step2:Refertoyourpersonalnotestakeninthelectureandfocusonthose
issuesthatwereoccasionallyhighlightedbyyourlecturerduringthelecture.
Thisshouldhelpyouobtainabettergrade(HighCredit/Distinction).

Step3:Inthelectures,certainaspectsoftheconceptswerediscussedrather
brieflyandwereglossedover.Refertoyourtextbookandstudythoseissuesto
learnmoreaboutthem.
Thisisnecessarytogethighergrades(Distinction/Highdistinction).

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ExamBrief S11

SomehelpfultipsI
Intheexaminationhall,firstthingtodoistowriteyourname
andStudentIDontheGeneralisedAnswerSheet.
Youmustwriteyournameexactlyasitappearsontheuniversity
records.

Next,browsethroughtheexampapertogetageneralfeelof
theexam.
Decidewhichsectiontoanswerfirst.
SectionA(16boxes:Questions1 65)wouldrequireabout2.5 3.5
minutesforthequestions(3to5questions)ineachbox.Totaltimemust
notexceed1.0hour.
SectionB(Questions66 105)wouldrequire0.5 1minuteper
question.Totaltimemustnotexceed45minutes.

Youshouldhaveatleast10minutesleftforrevision.

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MARK1012: S1 Final Exam Briefing

Mohammed A Razzaque

SomehelpfultipsII
Startwithquestion1ifyoustartwithSectionA(orquestion66ifyou
startwithSectionB).Ifyouknowtheanswer,writeitandmoveon
toquestion2(orquestion67).
Ifyouareunsure,skipthequestionandgotothenextone.Come
backtotheunansweredquestionsonceyouhaveansweredallthe
questionsyouknowforsure.
IfyoudonotknowtheanswertoaparticularMCQ,gobythe
processofelimination;cancelthemostunlikelyanswers.Choose
fromtheremainingprobableanswers.
Beforesubmittingyourexamtotheinvigilator,makesurethatyou
havewrittenyourStudentIDontheanswerbookandtheMCQ
answersheet.

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MustnotepointsI
Someveryimportantpointstoremember
YoumustcarryyourUNSWStudentIDCardintheexamhall.
Youmustbringanapprovedcalculatorinyourexamination.
Youmustwriteyouranswersasinstructed.
AllanswersmustbeansweredonGeneralisedAnswerSheetstobe
providedbyyourinvigilatorsintheexaminationhall.

Youmustwriteyourstudentnumberandnamecorrectly.Thename
shouldcorrespondtoyourofficialname.
o IfyournameisTayChinWang,John;donotwriteJohnTay.

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MARK1012: S1 Final Exam Briefing

Mohammed A Razzaque

MustnotepointsII

Pleasedonotsendmeanyemailaskingmore
questionsaboutexam:thoseemailswouldnotbe
answered.
However,ifaquestionhasnotalreadybeenansweredinyour
courseoutlineorinthisexambriefing,Ishallpostanansweron
MOODLE.

To know the requirements for passing the course, you

must read section 4.1 Learning assessment in your course
outline carefully (Next slide).

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ExamBrief S15

PASSINGTHECOURSE
4.1FormalRequirements
Inordertopassthiscourse,youneedtoachieveacompositescore(i.e.,sum
ofmarksobtainedineachoftheassessmentcomponentsoutlinedinTable4.2
onp.8ofthecourseoutline)ofatleast50.
Notethatyoumust:

attendatleast80%ofalllecturesandtutorials(asperuniversityregulations)andactively
participateintutorials;
performsatisfactorilyinthegroupassessmentcomponents(i.e.,case,majorprojectetc.)
andmostimportantly;
obtainatleast50%[i.e.,17.5outof35 (or19outof38ifresearchcomponentisnot
offeredorchosen)]intheindividualassessmentcomponents(2Quizzesplusthefinalexam
together).

Thisisveryimportant:ifyouhaveacompositescoreof50ormore,butyour
scoreintheindividualassessmentcomponentsislessthan50%,aUFgrade
(UnsatisfactoryFailure)willbeawardedtoyou.

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AUFgradeisNOTchangedtoPC(PassConceded)oranyothergrade.

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ExamBrief S16

MARK1012: S1 Final Exam Briefing

Mohammed A Razzaque

SpecialConsiderationsI
ThereareseveralpointsunderSpecialConsiderationand
SupplementaryExaminations(pp.1921ofyourcourseoutline.You
mustreadalltheseconditionscarefully).
Ifyousufferillnessormisadventurewhichislikelytoaffectyourfinal
examination,youmayapplyforspecialconsideration(i.e.,permission
totakethesupplementaryexam)providedyourclaimissupportedby
properdocument(s).
Notethatifyouattendtheregularfinalexam,youareextremelyunlikely
tobegrantedasupplementaryexam.Henceifyouaretooilltoperformup
toyournormalstandardintheregularfinalexam,youarestronglyadvised
nottoattend.However,grantingofasupplementaryexaminsuchcasesis
notautomatic.Youwouldstillneedtosatisfythecriteriastatedinthe
relevantpagesofthecourseoutline.

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ExamBrief S17

SpecialConsiderationII
Ifyoulodgeanapplicationforspecialconsiderationforafinal
examinationinanASBundergraduatecourseyouwillbenotified
oftheoutcomebytheDeansoffice).
ThisisduetothesedecisionsbeingmadebyanASBFaculty
PanelNOTbythelecturerincharge.
MARK1012Supplementaryexamwouldbeheldon16July2014.

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ExamBrief S18