521 – Assessing the Marketing Environment
Time: Date: 14:00 – 17:00 2nd June 2009
Three Hours Duration
This examination is in TWO sections and ALL tasks relate to the pre-seen case study. Candidates must complete ALL tasks. PART A – comprises FIVE compulsory short answer tasks and is worth 40% of the final mark. PART B – comprises THREE compulsory extended answer tasks and is worth 60% of the final mark. You are required to give your answers to PART A and PART B in the CIM answer book provided. DO NOT repeat the task in your answer, but show clearly the number of the task attempted on the appropriate pages of the answer book. Please start a new page for your answers to PART B. You will be given a clean copy of the case study on the day of the examination. Your written analyses of the case study must include your CIM membership number on each page and should not exceed FOUR A4 sides. The written analyses must be submitted within the back cover of your answer book with a treasury tag, as appendices on completion of the examination. Rough work and notes must be written into the answer book or on supplementary sheets and must be clearly identified.
© The Chartered Institute of Marketing 2009
Assessing the Marketing Environment Exam June 09 – New Syllabus
PROFESSIONAL CERTIFICATE IN MARKETING ASSESSING THE MARKETING ENVIRONMENT PART A – Answer All Tasks (40%) Task One Define the following terms and briefly explain their significance to Toyota: • • • •
environmental technologies sustainable growth trade barriers globalisation. (8 marks)
Identify TWO implications of oil price fluctuations, and briefly explain how these affect Toyota. (8 marks)
Explain the term ‘product quality’ and illustrate its significance to Toyota. (8 marks)
Discuss the advantages and disadvantages of a multinational plc, such as Toyota, in comparison with a national private company....