Buyer Decision Process

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CONFIDENTIAL

BM/APR2011/MKT420

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

PRINCIPLES AND PRACTICE OF MARKETING MKT420 APRIL 2011 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. 3. 4. This question paper consists of six (6) questions. Answer only four (4) questions in the Answer Booklet. Start each answer on a new page. Do not bring any material into the examination room unless permission is given by the invigilator. Please check to make sure that this examination pack consists of: i) ii) the Question Paper an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO
This examination paper consists of 3 printed pages
© Hak Cipta Universiti Teknologi MARA CONFIDENTIAL

CONFIDENTIAL

2

BM/APR2011/MKT420

QUESTION 1 Successful companies, whether large or small, for profit or non-for profit, domestic or global share a strong customer focus and a heavy commitment to marketing. To be more successful, companies will have to be strongly market focused. a) Define the term "marketing". (5 marks) b) Explain two (2) major trends and forces that can change the marketing landscape and challenging marketing strategy. (10 marks) Marketers need to understand customer needs and wants and the marketplace within which they operate. Describe the five (5) core concepts of marketing. (10 marks) QUESTION 2 a) Describe the four (4) types of consumer buying behavior. (10 marks) b) Mr. Kareem is a managing director of a software company and he is planning to purchase a new car for his family. Identify and demonstrate the stages in his buying decision process. (15 marks)

c)

QUESTION 3 a) Identify two (2) types of the environmental forces that affect the company's ability to serve its customer. (5 marks) As a new marketing manager working for an automotive manufacturer, you are required to develop new automotive model for your company. Discuss with examples any four (4) macro environmental...
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