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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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ExamBrief S2
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MARK1012 FINAL EXAM
BRIEFING
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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ExamBrief S4
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MARK1012 FINAL EXAM
BRIEFING
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.
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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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ExamBrief S6
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MARK1012 FINAL EXAM
BRIEFING
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
13
14
15
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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ExamBrief S8
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MARK1012 FINAL EXAM
BRIEFING
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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ExamBrief S10
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MARK1012 FINAL EXAM
BRIEFING
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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ExamBrief S11
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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ExamBrief S12
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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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ExamBrief S13
MustnotepointsII
Pleasedonotsendmeanyemailaskingmorequestions
aboutexam:thoseemailswillnotbeanswered.
However,ifaquestionhasnotalreadybeenansweredin
yourcourseoutlineorinthisexambriefing,Ishallpostan
answeronMOODLE.
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ExamBrief S14
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MARK1012 FINAL EXAM
BRIEFING
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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ExamBrief S15
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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ExamBrief S16
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MARK1012 FINAL EXAM
BRIEFING
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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ExamBrief S17
SpecialConsiderationII
Ifyoulodgeanapplicationforspecialconsiderationfora
finalexaminationinanASBundergraduatecourseyouwill
benotifiedoftheoutcomebytheDeansoffice).
ThisisduetothesedecisionsbeingmadebyanASB
FacultyPanelNOTbythelecturerincharge.
MARK1012Supplementaryexamwouldbeheldon7th
December2016.
Supplementaryexamswillnotbeheldatanyothertime.
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ExamBrief S18