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18/10/2016

MARK1012 FINAL EXAM


BRIEFING

MarketingFundamentals:MARK1012

2016S2:FinalExamBriefing
Pleasereadthisdocumentthoroughlyandcarefully
MohammedARazzaque

GeneralOverview
ThisexaminationconsistsofTWOsectionsandaccountsfor
45%ofyouroverallcoursegrade.
Thisexamismarkedoutof180marksandscaleddownto45).
SectionA(60Concept/ApplicationMatchingquestions:60marks);
SectionB(60MultipleChoiceQuestions:120marks).

Youwouldhavetwo[2]hourstocompletethisexamplus10
minutesreadingtime.
YoumustanswerALLquestionsineachsectiononthe
GeneralisedAnswerSheettobeprovidedintheexam.
UseofUNSWapprovedcalculatorsispermitted.
Bringafewpencils(2B)towriteyouranswersontheGeneralised
AnswerSheetandaneraserincaseyouneedtochangeananswer.
Noothermaterialistobetakenintotheexaminationroom.

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MARK1012 FINAL EXAM
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GeneralOverviewII
OntheGeneralisedAnswerSheet,youmustwrite
yournameexactlyasitappearsontheuniversity
records and
yourstudentID.
IfyournameisTanChinTiong,Albert;
donotwriteAlbertTan;theremaybeseveralAlbertTansin
thecourseandyourgradesmayberecordedwrongly.

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ExamBrief S3

Coverage I
Coverstheentirecourse
includestopicscoveredinthelecturesaswellasinthe
tutorials.

SectionA:(60x1=60marks)
60Concept/ApplicationMatchingquestionsappearingin12
differentboxesorganisedaccordingtotopic.
Eachofthe12boxescontain5descriptions/explanationsetc.
(incolumn2)with4or5alternativedescriptors/concepts(in
column3)tomatch.

SectionB: (60x2=120marks)
60MultipleChoiceQuestions,eachwithoneappropriate
answer.

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MARK1012 FINAL EXAM
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Coverage II
LECTURE1:

LECTURE3

Evolutionofmarketingorientations;
Knowledgeofbasicmarketingconcepts
suchasutility,marketingexchangeetc.
Understandingvaluecreation,value
chain,valuedeliverynetwork,value
proposition.

Understandingmacro andmicro
environment;
Characteristicsof,andmarketingto
Babyboomers,GenX,GenYetc.
Marketingresearch:typesof
research,datacollectionmethods;
Surveyquestionnaireandtypesof
questions.

LECTURE2
Understandingmarketingplanning,
SBU,BCGmatrix(star,cashcowetc.);
Businessportfolioplanningand
analysis,productmarketextensiongrid;
RelationshipbetweenCRMand
marketingstrategy;
Strategyandmarketingorganisation
structure.

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LECTURE4
Consumerbehaviour;factors(such
asgroup,culture,motivation,
perceptionetc.)affectingconsumer
behaviour;
Typesofbuyingdecisionmakingfor
consumer/businessbuying;
decisionmakingprocess.

UNSW:MOHAMMEDRAZZAQUE

ExamBrief S5

CoverageIII
LECTURE5

LECTURE8

Segmentation,targetmarketingand
positioningissues;
Usingdifferentsegmentationbases;
evaluatingsegments;
Understandingvariouswaysof
differentiation;
Marketcoveragestrategies.

Typesofdemandandcharacteristicsof
markettypes;
Definingvarioustypesofpricing(e.g.
costbasedandcostpluspricing);
Computation(markup;breakeven,
PEDusingthemidpointformula).

LECTURE9
LECTURES6&7
Product/servicelevels;product
categories;
Typesofbranding,brandextension
andsponsorship;
Newproductdevelopment,product
lifecycle;
Newproductadoptergroupsand
factorsinfluencingadoption.
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Distributionandvaluecreation;push
andpullstrategy;
Typesofmarketingchannels(I.e.,
independent,VMN,HMS,Hybrid)
Channelconflicttypes;
Basiccharacteristicsofconvenience
stores,discountstores,department
storesandhypermarkets.

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MARK1012 FINAL EXAM
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CoverageIV
LECTURES10&11

IMCandreasonsforadoptingIMC;
Distinctionbetweenbroadcastingandnarrowcasting;
Advertisingbudgetingmethods;
UnderstandingAIDAandHierarchyofEffectsmodel;
SimilaritiesanddifferencesbetweenadvertisementandPR;
Useofsalespromotion,databasemarketing.

LECTURE12

Importanceofsustainability;
Understandingbuyersandsellersrights
Understandingculturalpollution,marketingethics,legaleducationand
compliance.

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ExamBrief S7

SampleQuestionSectionA
C1
Question
No

Youarerequiredtomatcheachnumbereditemstated Againstthealternativesin
inC2(Questions)
C3(ANSWERS)

BOX0
C 1 C 2: Setting prices

C 3: Descriptors

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

Answerinthegeneralisedanswersheet

12

13

14

15

A.
B.
C.
D.
E.

Byproductpricing
Productlinepricing
Captiveproductpricing
Productbundlepricing
Optionalproductpricing

NOTETHEFOLLOWINGCAREFULLY
C1(Column1showstheQuestionnumbers)
C2(Whatyouaresupposedtomatch)
C3(Youranswersarehere,incolumn3.For
example,thestatementinQuestion12matches
withDofC3.Henceyoumarkinyour
D
generalisedanswersheet.

o Notethattherearefourquestions(Q12,13,14,and15)BUTfivepossibleanswersA,B,C,
DandE.Thatisok;itmeansoneoftheanswersisnotappropriateforanyofthequestions.
o InsomeboxesyoumayhaveanswerssuchasA,D,D,C,E
o Someboxesmayhavefourandsomefivequestions.
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MARK1012 FINAL EXAM
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SampleMCQs
Example1:TheMillerCompany,hasagoal
ofintroducingamajorproductimprovement
ofatleastoneproducteveryyear.Thistype
ofgoalindicatesthattheCompanyoperates
usingthe________concept.
A.
product
B.production
C.
Selling
D.
marketing
E.
societal
Example2:Atthe_______stepinthe

hierarchyofeffectsamarketerwouldmake
useofcontestsandcoupons;atthe
_________stepthemarketerwillmailto
users.
A.
B.
C.
D.
E.

Example3: Whilemediaplannerstendto
use__________tocomparetherelative
costeffectivenessofdifferentprintmedia;
theycomparetherelativecost
effectivenessofdifferenttelevision
programsusing________.
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 S9

Howtostudy
Step1:Carefullyrevisethematerialscoveredintheselfstudymaterials,
tutorialsessionsandtheS1ExampaperpostedonMOODLE.Alsopay
particularattentiontotheareasdiscussedinthisbriefandtheexamples
shown.
Ifyouareabletofollowstep1,youshouldpasstheexameasily(witha
goodpassoracreditgrade).

Step2:Refertoyourpersonalnotestakeninthelectureandfocuson
thoseissuesthatwereoccasionallyhighlightedbyyourlecturerduring
thelecture.
Thisshouldhelpyouobtainabettergrade(HighCredit/Distinction).

Step3:Inthelectures,certainaspectsoftheconceptswerediscussed
ratherbrieflyandwereglossedover.Refertoyourtextbookandstudy
thoseissuestolearnmoreaboutthem.
Thisisnecessarytogethighergrades(Distinction/Highdistinction).

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MARK1012 FINAL EXAM
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SomehelpfultipsI
Intheexaminationhall,firstthingtodoistowriteyourname
andStudentIDontheGeneralisedAnswerSheet.
Youmustwriteyournameexactlyasitappearsontheuniversity
records.

Next,browsethroughtheexampapertogetageneralfeelof
theexam.
Ineachsection,youwillfindsomequestionstobeeasierthan
others;answertheeasierquestionsfirst.Gobacktothedifficult
questionsafteransweringtheeasierones.
SectionA(12boxes:Questions1 60).Questionsineachbox
wouldrequireabout2.0 3.5minutestoanswer.Totaltimemust
notexceed50minutes.
SectionB(Questions61 120).Eachquestionwouldrequire0.5 1
minutetoanswer.Totaltimemustnotexceed50minutes.
Youshouldhaveatleast10minutesleftforrevision.

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SomehelpfultipsII
Startwithquestion1ifyoustartwithSectionA(orquestion
61ifyoustartwithSectionB).
Ifyouknowtheanswer,writeitandmoveontoquestion2
(orquestion62ifansweringSectionBquestions).
Ifyouareunsureoftheanswer,skipthequestionandgoto
thenextone.Comebacktotheunansweredquestionsonce
youhaveansweredallthequestionsyouknowforsure.
IfyoudonotknowtheanswertoaparticularMCQ,gobythe
processofelimination;cancelthemostunlikelyanswers.
Choosefromtheremainingprobableanswers.
Beforesubmittingyourexamtotheinvigilator,makesure
thatyouhavewrittenyourStudentIDontheanswerbook
andtheMCQanswersheet.
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MARK1012 FINAL EXAM
BRIEFING
MustnotepointsI
Someveryimportantpointstoremember
YoumustcarryyourUNSWStudentIDCardintheexamhall.
Youmustbringyourpersonal,UNSWapprovedcalculator(it
shouldhaveastickershowingapproval)intheexamination.

Invigilatorswillnotallowyoutoborrowyourfriends
calculator.
AllanswersmustberecordedontheGeneralisedAnswer
Sheetstobeprovidedtoyouintheexaminationhall.
o Youmustwriteyouranswersasinstructed.Useapencil
(preferably2B)toensurethattheovalsmarkedaredarkenough
forthemachinetoread.
o Donotuseballpointorinkpen;themachinemaynotread
youranswer.
o Donotmarkmorethanoneoval,orleavesmudgesorstray
marks.Theymaycountagainstyou.
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MustnotepointsII
Pleasedonotsendmeanyemailaskingmorequestions
aboutexam:thoseemailswillnotbeanswered.
However,ifaquestionhasnotalreadybeenansweredin
yourcourseoutlineorinthisexambriefing,Ishallpostan
answeronMOODLE.

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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PASSINGTHECOURSE I
4.1FormalRequirements(seepp.67:CourseOutline)
Inordertopassthiscourse,youneedtoachieveacompositescore(i.e.,
sumofmarksobtainedineachoftheassessmentcomponentsoutlined
inTable4.3onp.11ofthecourseoutline)ofatleast50.
Notethatyoumust:

1. Youmustattendatleast80%ofalllecturesandtutorials(asper
universityregulations)andactivelyparticipateintutorials;
2. Youmustperformsatisfactorilyinthegroupassessmentcomponents
(i.e.,case,majorprojectetc.)andmostimportantly;
3. Youmustpassthefinalexamination,i.e.,obtainatleast50%[i.e.,22.5
outof45(or24outof48ifresearchcomponentisnotofferedor
chosen)]intheFinalExamcomponent;OR youraggregatescoreinall
theindividualassessmentcomponents(i.e.,QuizzesplustheFinalexam)
mustbeatleast50%(i.e.,30outof60or31.5outof63ifresearch
componentisnotofferedorchosen).OtherwiseanUF(Unsatisfactory
Failure)gradewillbeawardedtoyou.

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PASSINGTHECOURSEII

Pleaselookatthethirdconditioncarefully.It
meansthefollowing:
Youhavetogetatleast50%onfinalexam
Ifyoudonotget50%onfinalexam,thenyourquiz
marksmustbesufficientlyover50%tomakeupfor
yourlowerexammark(overallcompositeof50%)
Youcanstillgetbelow50%onyourquizzes,butif
youdo,thenyouMUSTpassthefinalexam.
Youcannotfailboththequizzesandfinalexam.
A UFgradecannotbechangedtoanyothergrade.

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SpecialConsiderationsI
TherearesixpointsunderSpecialConsiderationand
SupplementaryExaminations(pp.17 18ofyourcourse
outline.Youmustreadalltheseconditionscarefully).
Ifyousufferillnessormisadventurewhichislikelytoaffectyour
finalexamination,youmayapplyforspecialconsideration(i.e.,
permissiontotakethesupplementaryexam)providedyour
claimissupportedbyproperdocument(s).
Notethatifyouattendtheregularfinalexam,youare
extremelyunlikelytobegrantedasupplementaryexam.Hence
ifyouaretooilltoperformuptoyournormalstandardinthe
regularfinalexam,youarestronglyadvisednottoattend.
However,grantingofasupplementaryexaminsuchcasesisnot
automatic.Youwouldstillneedtosatisfythecriteriastatedin
therelevantpagesofthecourseoutline.
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SpecialConsiderationII
Ifyoulodgeanapplicationforspecialconsiderationfora
finalexaminationinanASBundergraduatecourseyouwill
benotifiedoftheoutcomebytheDeansoffice).
ThisisduetothesedecisionsbeingmadebyanASB
FacultyPanelNOTbythelecturerincharge.
MARK1012Supplementaryexamwouldbeheldon7th
December2016.

Supplementaryexamswillnotbeheldatanyothertime.

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ExamBrief S18

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