Questions: Fundamental of Marketing

UNIVERSITI TUNKU ABDUL RAHMAN
ACADEMIC YEAR 2008/2009
MID-TERM EXAMINATION
DURATION: 1 1/4 HOUR
FBTM 1013 FUNDAMENTAL OF MARKETING

FOUNDATION IN ART

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Question 1:

A) Based on following text, answer the questions below:

i) Explain the difference between wants and needs. (4marks)

ii) Identify the example of wants and needs from the text above. (6marks)

B) Monitoring new technology is essential to keep up with competitors in today’s marketing environment. Provide three (3) examples of how technology has benefited consumers or marketers. (9marks)

C) Briefly define the following terms:

i) Product development (2marks)

ii) Market development (2marks)

iii) Microenvironment (2marks)

Question 2:

A) What do you understand from the term ‘consumer buyer behavior’? (3marks)

B) Explain the following ‘personal factors’ that influencing consumer’s behavior. Provide relevant examples for your answer.

i) Personality (3marks) ii) Occupation (3marks)

C) Based on the information provided, answer the below questions:

i) Explain the concept of market segmentation and target marketing (6marks)

ii) Consumer goods marketers commonly use one or more of the following variables to segment markets; geography, demographics, psychographics, benefit sought and usage rate.

a) Identify and briefly explain the variables used by Mohan in segmenting consumer markets. (9marks)

b) Who are the target customer based on the text above (1 mark)