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Page 1 of 21
Preliminary Certificate in Marketing
27 March, 2016 – Examination
PCM I 2016 – 89th Intake, 26th Year
Candidate’s Registration Number
(As per in the examination admission form / Student
ID) 0 0 0 0 0
For Examiner’s use only
Examiner’s Comments
Second Examiner’s Comments
Part One 1st Marker 2nd Marker Final Marks
Question 01
Part Two
Question No.
Question 02
Question 03
Question 04
Question 05
Question 06
Question 07
Question 08
Question 09
Question 10
Question 11
Part Three
Question No.
Question 12
Question 13
Question 14
Question 15
Total
Page 2 of 21
Instructions to Candidates
Time: 1400 hrs – 1700 hrs Duration: Three (03) hours
There are three parts in this question paper.
Part One
• This part has 40 multiple choice questions. It is a compulsory section. Candidates
are expected to select the most suitable answer and tick the selected answer in
the given box in the question paper itself.
Part Two
• Candidates are expected to answer the questions in the space provided in the
question paper. All answers are compulsory.
Part Three
• Candidates are expected to answer only two questions out of four.
• Answers should be written in the additional supplementary answer sheets
provided and they should be attached to the question paper itself.
Other Instructions
• State your Registration Number on the front cover of the answer book and on
each and every additional paper attached to it. Your name must not appear
anywhere in the answer book or answer scripts.
• Always start answering a question on a new page.
• You are reminded that answers should not be written in pencil or red pen except
in drawing diagrams.
• Answer the questions using:
� Effective arrangement and presentation
� Clarity of expression
� Logical and precise arguments
a) Illegible hand writing will be penalised.
Page 3 of 21
PART ONE
Read the question and select the most appropriate answer
Tick your choice in the given space
Question 01
Question 1.1
Organizations who have adopted the marketing concept as a business philosophy will
consider which of the following?
a) Focus on improving production efficiency
b) The Customer is at the center of all business decision making and planning
c) Developing new products continuously irrespective of need
d) Aims to sell what the organization makes rather than what the customer needs
Question 1.2
Moral philosophies/principles that define right or wrong behaviour in marketing is known
as:
a) Corporate Social Responsibility
b) Marketing Myopia
c) Marketing ethics
d) None of the above
Question 1.3
“A sale is not the end of a process but the start of an organization’s relationship with a
customer”. Such an approach is termed as:
a) Production approach
b) Transaction approach
c) Direct marketing
d) Relationship approach
Question 1.4
Identifying and understanding the key requirements of customers and then offering them
with the appropriate marketing mix, that meets and exceeds these requirements better
than competitors leads to the:
a) Creation of a Competitive advantage
b) Creation of economies of scale
c) Creation of distribution efficiency
d) None of the above
Page 4 of 21
Question 1.5
The internal marketing environment of an organization comprises of:
a) Customers, Suppliers, Public, Competition and Intermediaries
b) Political, Legal, Social, Economic, Ethical and Technological environments
c) Staff relationships, Resource constraints and corporate culture
d) Staff relationships, Supplier relationships and competitors
Question 1.6
The key factors of the Micro Environment are as follows:
a) Suppliers, Intermediaries, Competition, Customers and Publics.
b) Political, Intermediaries, Competition, Economic and Publics.
c) Political, Economic, Security, Technological, Ecological, Competition and Legal
d) Economic, Intermediaries, Political, Competition, Customers and Publics.
Question 1.7
Fill in the blank with the appropriate word.
_______________ is the set of controllable, tactical marketing tools that the firm blends to
produce the response it wants from the target market.
a) Manufacturing process
b) Internal marketing
c) Marketing Concept
d) Marketing Mix
Question 1.8
Process element of the extended marketing mix refers to:
a) All procedures, systems and policies a consumer needs to go through in dealing with the
organisation
b) Deals with all aspects of giving tangibility to the intangible service offered to the consumer
c) The physical environment which surrounds the purchase
d) The way a New product is introduced to the market
Page 5 of 21
Question 1.9
An organization carries out a research which includes a comparative study of two
competitive products with an extended study of its packaging and design and its customer
acceptance. How would you term this type of a research?
a) Consumer research
b) Market research
c) Distribution research
d) Product research
Question 1.10
Fill in the blank with the appropriate word.
_______________ is a method of data collection which involves either face-to-face
respondent or a group of 5-20 respondents.
a) Experimentation
b) Observational research
c) Desk research
d) Depth interviews
Question 1.11
Marketing research information is composed of the following:
a) Secondary data and Qualitative data
b) Marketing intelligence and Quantitative data
c) Primary data and Secondary data
d) Qualitative data and Marketing intelligence
Question 1.12
The decision making unit of a buying organization is called the “buying center”. The buying
center consists of:
a) Users, Customers, Competitors, Buyers and Deciders
b) Users, Influencers, Buyers, Deciders and Gatekeepers
c) Users, Influencers, Competitors, Deciders and Gatekeepers
d) Users, Influencers, Buyers, Suppliers and Gatekeepers
Page 6 of 21
Question 1.13
Unilever Sri Lanka offers several washing powders such as Surf excel for removal of tough
stains, Rin for whiter clothes, and Sunlight as value for money products targeting different
market segments.
These type of target marketing strategy is known as:
a) Mass marketing
b) Differentiated marketing
c) Customized marketing
d) Undifferentiated marketing
Question 1.14
Fill in the blank with the appropriate word.
_______________ is the practice of tailoring products and marketing programs to suit the
tastes of specific individuals and locations.
a) Concentrated marketing
b) Internal marketing
c) Segmented marketing
d) Customized marketing
Question 1.15
Describe the term classified for consumer products that are relatively inexpensive and
frequently purchased by consumers.
a) Shopping products
b) Specialty products
c) Convenience products
d) Unsought products
Question 1.16
Fill in the blank with the appropriate word.
A _______________ is a name, term, sign, symbol or design or a combination of them,
intended to identify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors.
a) Brand
b) Product
c) Packaging
d) None of the above
Page 7 of 21
Question 1.17
A service organisation must consider the following service characteristics when designing
marketing programs:
a) Intangibility, Inseparability, Variability, Perishability and Ownership
b) Intangibility, Inseparability, Segmenting, Differentiation and Ownership
c) Intangibility, Inseparability, Variability, Packaging and Differentiation
d) Intangibility, Packaging, Variability, Perishability and Ownership
Question 1.18
Idea generation with regard to new product development process is:
a) Collection of information from stake holders to improve the business
b) Picking the good ideas and dropping the poor ones
c) The systematic search for new product ideas
d) None of the above
Question 1.19
The only element of the marketing mix which generates revenue is known as:
a) Product
b) Price
c) Physical evidence
d) Process
Question 1.20
The costs which do not vary with changes in the number of units produced is known as:
a) Variable Costs
b) Production Costs
c) Fixed Costs
d) None of the above
Question 1.21
A product is priced at Rs. 99/-. Identify the pricing strategy being adopted?
a) Psychological pricing strategy
b) Market penetration pricing strategy
c) Market skimming pricing strategy
d) None of the above
Page 8 of 21
Question 1.22
A pricing strategy whereby a product’s price is derived by adding a pre-determined
percentage of the cost is known as:
a) Mark-up pricing
b) Value Based pricing
c) Promotional pricing
d) None of the above
Question 1.23
An ideal distribution strategy for Convenience products such as Milk powder, sugar,
toothpaste would be:
a) Intensive distribution
b) Selective distribution
c) Exclusive distribution
d) None of the above
Question 1.24
Intermediary who sells to the final consumer is known as:
a) Wholesalers
b) Retailers
c) Brokers
d) None of the above
Question 1.25
Fill in the blank with the appropriate word.
_______________ is a set of activities - consisting of order processing, materials handling,
warehousing, inventory management and transportation - used in the movement of
products from producers to consumers, or end users.
a) Marketing channel
b) Logistics
c) Marketing
d) Physical distribution
Page 9 of 21
Question 1.26
The type of advertising objective used heavily when introducing a new product to the
market with the objective, to build primary demand is known as:
a) Reminder advertising
b) Informative advertising
c) Persuasive advertising
d) Direct marketing
Question 1.27
Fill in the blank with the appropriate word.
_______________ is an approach to achieve the objectives of a marketing campaign,
through a well-coordinated use of different promotional tools that are well blended
together as a unified force, rather than permitting each to work in isolation, in order to
deliver a clear, consistent and compelling message about the organisation and its products.
a) Missionary selling
b) Personal selling
c) Integrated marketing communications
d) Direct marketing
Question 1.28
Sales promotion is defined as:
a) Short term tools/benefits used by the marketer to persuade customers to
purchase products
b) Advertising, Public relations, Direct marketing and Personal selling
c) Long term incentives given to sales force
d) Planning and implementing a promotions campaign
Question 1.29
AIDA is a frequently used communication process model. AIDA model is:
a) Attention, Interest, Desire, Action
b) Approval, Interest, Desire, Attention
c) Action, Interest, Distribution, Attention
d) Attention, Interest, Distribution, Action
Page 10 of 21
Question 1.30
A personally addressed “written offering” (letter and/or sales literature) with some form of
response mechanism, sent to existing customers from an in-house data base or mailing list
is known as:
a) Sponsorship
b) Telemarketing
c) Kiosk marketing
d) None of the above
Question 1.31
Objectives and Task method in setting the promotional budget refers to:
a) Setting the promotional budget as a percentage from competitors spend
b) Setting the promotional budget as a percentage of sales of the firm
c) Listing down all the activities required to achieve the promotional objectives and
attaching a cost to it
d) Setting the budget based on what the firm could afford
Question 1.32
Some of the distinctive features of Direct Marketing are:
a) Precise targeting, Customized, and control
b) Mass communication, High credibility and response
c) Non personalized, High exposure, and glamorous
d) None of the above
Question 1.33
In marketing planning process, the question “where are we now” refers to:
a) Situational Analysis
b) Marketing Objectives
c) Action Plan
d) Market analysis
Question 1.34
One of the most commonly used and well accepted audit tools in the marketing fraternity
is known as:
a) BCG matrix
b) Ansoff’s matrix
c) Marketing control
d) SWOT analysis
Page 11 of 21
Question 1.35
Identify the type of marketing control required to evaluate the level of customer
satisfaction:
a) Efficiency control
b) Customer satisfaction
c) Profitability control
d) Annual plan control
Question 1.36
Fill in the blank with the appropriate word.
_______________ are statements of intent that provide the basic direction for the overall
activities of an organization in pursuit of its mission.
a) Marketing strategies
b) Marketing objectives
c) Marketing plan
d) Corporate objectives
Question 1.37
Fill in the blank with the appropriate word.
_______________ are both essential if managers are to ensure that the plans are being
implemented properly and that the outcomes are as expected.
a) Evaluation and Control
b) Marketing strategy and Forecasting
c) Marketing objectives and Strategies
d) Marketing objectives and Forecasting
Question 1.38
Fill in the blank with the appropriate word.
_______________ earns the attention of customers, makes the organisation easy to find
and draws customers to the website by producing interesting content.
a) Outbound marketing
b) M-marketing
c) Permission marketing
d) Inbound marketing
Page 12 of 21
Question 1.39
Fill in the blank with the appropriate word:
_______________ is a social networking site designed specifically for the business
community
a) Myspace
b) Facebook
c) LinkedIn
d) Instagram
Question 1.40
Identify the method of marketing to which the following benefits would fall onto:
- One stop shopping
- More convenient purchasing
- The ability to compare and contrast product offerings
- Faster and more flexible purchasing
- The opportunity to contact directly with the suppliers
a) E-commerce
b) Viral marketing
c) ITV marketing
d) Database marketing
(Total 40 Marks)
Page 13 of 21
PART TWO
Answer all questions in the given space
Question 02
a. The Evolution of Marketing Concept followed four main Orientations. Fill the blanks
with the emphasis of the relevant Orientations.
Concept / Orientation Emphasis/Aims
Production Orientation Profitability through
…………………………………………
Product orientation Profitability through
…………………………………………
Selling Orientation Profitability through
…………………………………………
Marketing Orientation Profitability through
…………………………………………
b. Identify two (02) benefits of Relationship Marketing:
i. ......................................................................................................................................
ii. ......................................................................................................................................
(04 Marks)
Question 03
a. What is Internal Marketing?
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
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Page 14 of 21
b. List down five (05) tools of Internal Marketing
i. …………………………………………………………………………………………………………………………………..
ii. …………………………………………………………………………………………………………………………………..
iii. …………………………………………………………………………………………………………………………………..
iv. …………………………………………………………………………………………………………………………………..
v. …………………………………………………………………………………………………………………………………..
(04 Marks)
Question 04
a. From the buyer’s viewpoint, in this age of customer relationships, the seven P’s might
be better described as the seven C’s. Fill the blanks the 7c’s – The Buyers view.
Sellers View 7P’s Buyers View 7C’s
Product _____________________
Price _____________________
Place ______________________
Promotion ______________________
People ______________________
Process ______________________
Physical Evidence ______________________
b. List down the 04 (four) key characteristics of an Effective Marketing Mix.
i. …………………………………………………………………………………………………………………………………..
ii. …………………………………………………………………………………………………………………………………..
iii. …………………………………………………………………………………………………………………………………..
iv. …………………………………………………………………………………………………………………………………..
(04 Marks)
Page 15 of 21
Question 05
a. What is Secondary Data?
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
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b. What is Primary Data?
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
c. Briefly explain two (02) methods of collecting primary data:
i. ……………………………………………………………
………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………
ii. ……………………………………………………………………..
………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………
(04 Marks)
Page 16 of 21
Question 06
a. Identify four (04) reasons for introducing New Products.
i. …………………………………………………………………………………………………………………………………..
ii. …………………………………………………………………………………………………………………………………..
iii. …………………………………………………………………………………………………………………………………..
iv. …………………………………………………………………………………………………………………………………..
b. Identify five (05) functions of packaging:
i. …………………………………………………………………………………………………………………………………..
ii. …………………………………………………………………………………………………………………………………..
iii. …………………………………………………………………………………………………………………………………..
iv. …………………………………………………………………………………………………………………………………..
v. …………………………………………………………………………………………………………………………………..
(04 Marks)
Question 07
Briefly explain the following pricing strategies:
a. Market Skimming Pricing strategy
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
b. Value Based Pricing Strategy
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
Page 17 of 21
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
c. Promotional Pricing strategy
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
d. Competitor-based pricing strategy
………………………………………………………………………………………………………………………………………………
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………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
(04 Marks)
Question 08
Briefly explain the five (05) marketing communication/promotional mix elements and
organization could use to communicate with its target market.
i. ……………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
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Page 18 of 21
ii. ……………………………………………………………………..
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
iii. ……………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
iv. ……………………………………………………………………..
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………..
v. ……………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………..
(04 Marks)
Page 19 of 21
Question 09
Briefly explain the following:
i. What is an Internal Audit and its purpose in the marketing planning process?
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
ii. What is an External Audit and its purpose in the marketing planning process?
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
(04 Marks)
Question 10
a. Identify FOUR factors of why Marketing Control is important?
i. …………………………………………………………………………………………………………………………………..
ii. …………………………………………………………………………………………………………………………………..
iii. …………………………………………………………………………………………………………………………………..
iv. …………………………………………………………………………………………………………………………………..
b. Identify FOUR benefits of Marketing Planning to an organisation
i. …………………………………………………………………………………………………………………………………..
ii. …………………………………………………………………………………………………………………………………..
iii. …………………………………………………………………………………………………………………………………..
iv. …………………………………………………………………………………………………………………………………..
Page 20 of 21
c. Identify FOUR functions that objectives serve in an organisation:
i. …………………………………………………………………………………………………………………………………..
ii. …………………………………………………………………………………………………………………………………..
iii. …………………………………………………………………………………………………………………………………..
iv. …………………………………………………………………………………………………………………………………..
(04 Marks)
Question 11
a. What is Social Media Marketing?
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………..
b. What is Viral Marketing?
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………
c. Identify four (04) benefits of using digital marketing.
i. …………………………………………………………………………………………………………………………………..
ii. …………………………………………………………………………………………………………………………………..
iii. …………………………………………………………………………………………………………………………………..
iv. …………………………………………………………………………………………………………………………………..
(04 Marks)
(10 Questions x 4 Marks)
(Total of 40 Marks)
Page 21 of 21
PART THREE
Select 2 out of 4 questions and answer them in supplementary
sheets.
Attach your answer sheets to the question paper.
Question 12
Identify the difference between a “Consumer Market and “Business-to-Business Market”
and explain key stages of the Consumer Buying Decision Process.
(10 Marks)
Question 13
Explain the four bases/variables of segmenting a consumer market with relevant product
examples and list three (03) requirements/criteria for effective segmentation.
(10 Marks)
Question 14
Briefly explain with relevant examples the different alternative channels available for an
organization for the distribution of consumer products and list two (02) criteria to be
considered in choosing the right channel structure.
(10 Marks)
Question 15
Identify four (04) key characteristics of a successful salesperson and explain briefly the
seven major steps in the selling process.
(10 Marks)
(10 Marks x 2 Questions)
Total of 20 Marks
- END -