CIM Level 4 Certificate in

Professional Marketing
Marketing (2100)

Time: 14:00 – 16:00

Date: 02 December 2015

 The examination comprises 50 compulsory questions

 Section 1 – 40 stand-alone multiple choice questions
 Section 2 – 2 case studies each with 5 related multiple choice questions
 Each question is worth 2 marks
 The examination will be TWO hours in duration

Total marks available – 100

Candidate guidance:
 Answer all questions on the separate answer sheet provided and make sure you read
the guidance information provided at the top of the answer sheets
 Ensure your membership number and centre number or name are provided on the
answer sheet
 Read all questions carefully before attempting them

© The Chartered Institute of Marketing 2015

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Answer ALL questions.

Choose ONE answer from the options provided.

Section 1

1. Marketing is a business philosophy that can be best described as which of the

following?

a. Inventing new products for the market.

b. Researching what competitors are making.

c. Satisfying customer needs profitably.

d. Advertising products using different media.

2. A key role of the marketing function within an organisation is to:

a. enable the organisation to beat the competition.

b. sell as many products to customers as possible.

c. place adverts in newspapers and on TV.

d. identify trends to be considered as part of decision making.

3. In a not-for–profit organisation, the key function of marketing is to:

a. be the voice of the customer within the organisation.

b. provide budget information.

c. ensure the organisation achieves its charitable objectives.

d. contribute to the wellbeing of the volunteers.

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 4. In the marketing planning process, what is the fundamental question in relation to
measuring success?

a. Where are we now?

b. Have we arrived?

c. How are we going to get there?

d. Where do we want to be?

5. You are a marketing manager of a large national animal charity and you have been
asked to identify the key factors that will improve giving from major donors. You
can best achieve this by:

a. building and maintaining strong relationships with the donors.

b. offering donors toys and pictures of the animals.

c. maintaining a detailed database of all donors.

d. assessing competitor communications to donors.

6. Customers will be more satisfied when:

a. the management understand the customers’ needs.

b. the marketing mix is appropriate and relevant to the customers needs.

c. the information held within the customer database is correct.

d. the customer service is excellent.

7. Boa works for an exclusive destination for tourists and she is updating her
company’s website. Which would be the most appropriate message?

a. Buy one get one free.

b. Bring your friends and family.

c. Where everyone is coming this year.

d. More isolated and secluded.

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 8. Social influences often impact on customer buying decisions. Which of the following
is a social influence?

a. Values.

b. Culture.

c. Attitudes.

d. Personality.

9. Who might typically be involved in a major company’s decision to buy some new
advanced manufacturing equipment?

a. Machine operators, IT Director, Sales Director, Production Director.

b. Finance Director, Production Director, Production Manager, Managing Director.

c. Production Manager, Accounts department, Sales Manager.

d. Non-executive Directors, Company Chairman, Production Director.

10. What is the chief reason that the Decision Making Unit (DMU) is an important
concept in business-to-business marketing?

a. It enables sales people to identify who holds the budget.

b. You can discover and deal with any objections that people may have.

It allows you to identify and satisfy the requirements of all parties involved in the
c.
decision.

d. It makes better use of a salesperson’s time.

11. Which of the following is the most important factor for selling when demand
exceeds supply within a B2B setting in a time of shortage?

a. Research and information gathering.

b. Routine response purchases.

c. Lead in times.

d. Impulse buying.

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 12. What decision criteria might be most likely for a consumer buying a luxury watch?

a. Packaging, wide product range, advertising.

b. After-sales service, availability online, wide product range.

c. Brand reputation, quality and emotional benefits.

d. Value for money, quality of advertising, range of straps.

13. Marketers are always looking to develop a coherent marketing mix in relation to
which of the following sequence of activities:

a. segmentation, targeting and people.

b. segmentation, tangibility and price.

c. segmentation, tangibility and positioning.

d. segmentation, targeting and positioning.

14. Fining banks for the misuse of their power in setting exchange rates between
different currencies would be seen as what type of factor?

a. Political.

b. Micro.

c. Legal.

d. Technological.

15. Demonstrations by local people campaigning against the location of a new nuclear
power station would be seen as:

a. legal involvement.

b. competitor involvement.

c. government involvement.

d. interest group involvement.

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 16. When developing marketing strategy, which of the following is easier for the
organisation to influence and manage?

a. Internal environment.

b. Macro-environment.

c. Micro-environment.

d. Stakeholder environment.

17. Yasmin is finding it very difficult to promote her new product as there is little or no
budget to fund an advertising campaign. This would be seen as a lack of:

a. staffing.

b. management understanding.

c. internal resources.

d. decision making.

18. Which of the following will have the least impact on an organisation's marketing
planning?

a. Online environment.

b. Internal environment.

c. Macro-environment.

d. Micro-environment.

19. How might an organisation's micro-environment impact on its marketing planning?

a. Competitive positioning.

b. Exposure to interest rates.

c. Changing legislation.

d. Emerging technologies.

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 20. Frank has been working with an agency to identify the number of ‘click throughs’
they have on their website. What type of information is this?

a. Qualitative data.

b. Quantitative data.

c. External data.

d. Secondary data.

21. Natasha has been looking to identify the best position for her end-of-season sale
display within the retail store she operates. She has spent some time watching her
customers move about the store. This would be seen as:

a. focus group research.

b. delphi research.

c. experimental research.

d. observational research.

22. Harriett’s job is to visit her organisation’s hotels across the world and stay in their
rooms for a number of nights. What type of research technique is this?

a. Survey.

b. Focus Group.

c. Mystery shopping.

d. Observation.

23. Jean has been gathering information on the gross national product (GNP) and
growth rates in a number of countries, prior to her organisation’s launch of a new
mobile application in these countries. This data is known as:

a. internal data.

b. primary data.

c. qualitative data.

d. secondary data.

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 24. Josh has been working on his organisation’s website and trying to increase the
traffic to its social media feeds. He has looked at a number of similar competitor
blogs and Facebook. He now has data that can be used to compare traffic in the
future. What type of data source has Josh used?

a. Analytics.

b. Trade.

c. Media.

d. Market.

25. A marketing information system will typically include which of the following?

a. Staff profiles.

b. Stakeholder needs.

c. Internal data.

d. Marketing plans.

26. How might access to data and information provide an opportunity to achieve
sustainable competitive advantage? By:

a. identifying opportunities for service improvements.

b. enabling competitor products to be copied.

c. causing the organisation to reduce its pricing.

d. highlighting the need to restructure the department

27. Matt has been working on social media for his leisure company and now has an
exercise blog. Which one of the key elements of the marketing mix would this be
developed within?

a. Product.

b. Promotion.

c. Price.

d. Place.

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 28. Osa works for a high class jewellery company which is looking for a new retail
outlet in New York to add to the one it has in London. This would be seen as:

a. selective distribution.

b. exclusive distribution.

c. intensive distribution.

d. direct distribution.

29. In internet-based banking, which element of the marketing mix is being developed
to enable the customers to transfer money between accounts online?

a. Price.

b. Place.

c. Physical evidence.

d. Process.

30. Mia went to see a major pop band recently at the first of three performances at a
large venue in London. George, a colleague of Mia’s, went to the second show and
in discussions at work George and Mia identified the fact that the band played
different songs at each performance. This is an illustration of:

a. inseparability.

b. intangibility.

c. variability.

d. perishability.

31. Zara is a marketing assistant for a wholesaler. She is most likely to use the
marketing mix as a tool to achieve:

a. competitive advantage.

b. shareholder value.

c. technological advantage.

d. social cohesion.

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 32. Mark is a marketing manager for a large manufacturer of components sold into the
defence industry. He has been asked to look at social media as an opportunity to
develop relationships with his existing customers. Unfortunately these customers
feel it is an inappropriate method of communication for this sensitive market. Mark
therefore sees this as:

a. an ideal opportunity missed by his customers.

b. a step in the right direction to save paper.

c. a demonstration of a lack of acceptance of social media.

d. an incompatible element of the marketing mix.

33. When the same products are offered for sale in different locations by the same
organisation, this shows evidence of:

a. target markets and changing needs.

b. competitive reactions.

c. selective distribution.

d. customer dissatisfaction.

34. Which of the following is most likely to achieve the benefits of synergy in relation
to application of the marketing mix?

a. Increasing the price and product features.

b. Adopting a co-ordinated approach across all elements.

c. Always applying all seven elements of the mix.

d. Leaving the elements unchanged throughout the life cycle.

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 35. Eva, a marketing assistant for a distribution company, has been asked to consider
developing a free mobile app that allows customers to track their parcels on their
mobile phone as part of the service the company offers. This would best be seen
as:

a. an addition to the marketing mix that would benefit the target audience.

b. a sales offer to existing customers.

c. an adaptation to the Place element of the marketing mix.

d. allowing customers to complain more effectively.

36. Alex works for a small company based in Kenya that produces specialised
equipment for the health sector. Alex’s company would therefore generally work in
the:

a. B2C sector.

b. 3rd sector.

c. B2B sector.

d. NFP sector.

37. Lavel Legal Services prides itself on its bespoke service to major corporate clients.
It has a strong focus on relationship marketing. Which element of the marketing
mix is likely to be the most important?

a. People.

b. Pricing.

c. Promotion.

d. Place.

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 38. CarFindz is a national website on which individuals can advertise their cars for sale.
Due to the recent economic recession, the price for its service has been
substantially reduced to enable individuals to advertise for longer periods at the
same price. This would be seen as:

a. A reaction to competitive action.

b. An economic factor influencing the price of a product.

c. Technological change in customer behaviour.

d. Reduced new car sales in the country.

39. In highly competitive consumer markets, which element of the marketing mix is
most likely to be adapted during a period of economic downturn and increasing
unemployment?

a. People.

b. Promotion.

c. Place.

d. Price.

40. Charles is the marketing manager for a sportswear manufacturer that agreed a
large sponsorship deal with a major football club. He wants to understand the
return on this investment over the year of the sponsorship deal. Which measure
would be most likely to offer this information?

a. Increased sales.

b. Lower stock levels.

c. Media coverage.

d. Repeat purchases.

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Section 2

Case Study 1

Lorraine is a Marketing Manager at a shop which provides a range of beauty treatments, and
which has no local competition. She has prepared a marketing plan that will increase the
number of clients, in particular by attracting more clients who have a higher disposable
income and a more ‘exclusive’ lifestyle.

Lorraine has undertaken an initial ‘situational analysis’ and carried out some market research
in the form of extended interviews and focus groups. The data collected has given an insight
into the gender, age, household type, education level and income of the potential new
clients. She has established that the potential clients liked to be contacted personally, and
she now has a database with potential clients’ email addresses.

Based upon the data, Lorraine has identified several potential target segments and aims to
develop specific marketing mixes to appeal to all or some of these segments.

CS1.1 What type of market research has Lorraine carried out to collect data as part of
the marketing plan?

a. Secondary and qualitative research.

b. Primary and qualitative research.

c. Secondary and quantitative research.

d. Primary and quantitative research.

CS1.2 Lorraine is considering researching a marketing plan to make the shop more
‘exclusive’. Which pricing strategy would be most suitable for this research and
potential change?

a. Penetration pricing.

b. Competitive pricing.

c. Premium pricing.

d. Cost plus pricing.

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 CS1.3 Based upon the type of business and the data Lorraine has already collected, the
shop should use _______ and __________ segmentation.

a. geographic – psychographic.

b. psychographic – behavioural.

c. behavioural – demographic.

d. geographic – demographic.

CS1.4 What method of targeting has Lorraine identified to communicate to the potential
new clients?

a. Differentiated.

b. Undifferentiated.

c. Concentrated.

d. Customised.

CS1.5 What would be the most effective method to communicate to potential new
clients?

a. Viral marketing.

b. E-mail.

c. TV advertising.

d. Public relations.

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Case Study 2

John works for the School Art Foundation (SAF) based in London. This is a global arts
organisation that produces and tours artists from across the globe in different countries, to
enable school children to experience music and dance from a variety of cultures and
countries. He has been successful in winning government funding to support a number of
different activities within the charity, including research. John wants to know what is
working well in terms of SAF communication strategies and which countries use the service
most often, and he wants to understand more clearly how modern technologies such as
mobile and social media are affecting the involvement of schools in the development of the
SAF product offering. John has invited a number of schools and performers to some mini
workshops later in June, and has engaged Hitdata to look at data that will compare and
contrast the number of customers who use social media, especially Twitter, in different
countries.

CS2.1 What type of data will Hitdata provide with regard to Twitter use?

a. Quantitative research data.

b. Qualitative research data.

c. Competitor research data.

d. Internal research data.

CS2.2 Which of the following would be most helpful to John in understanding the
different countries’ online behaviour and trends?

a. Primary research.

b. Secondary research.

c. Delphi research.

d. Internal research.

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 CS2.3 John’s invitation to workshops for schools and performers would be seen as an
example of which of the following?

a. Interviews.

b. Observation.

c. Experimental.

d. Focus group.

CS2.4 Which of the following is John most interested to research?

a. Product.

b. Price.

c. Promotion.

d. People.

CS2.5 To understand his customers’ likely future use of social media, John should use:

a. competitor data.

b. government statistics.

c. trade and industry statistics.

d. online information sources.

END OF EXAMINATION

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