Marketing Essentials_sample paper
Professional Certificate in Marketing (Level 4)
520 – Marketing Essentials
Sample Exam Paper 1
Example of new examination format from
December 2012
This examination is in TWO sections. Candidates must complete ALL tasks. Part A – has FIVE compulsory short answer tasks and is worth 40% of the final mark. It is recommended that you spend approximately ONE hour on
Part A.
Part B – Comprises of THREE compulsory extended answer tasks and is worth 60% of the final marks. It is recommended that you spend approximately TWO hours on Part B, including time for using the appropriate format, planning and checking your answers.
© The Chartered Institute of Marketing 2012
MARKETING ESSENTIALS – SAMPLE EXAM PAPER 1
PART A – Answer All Tasks (40%)
Task One
Define the following terms:
Marketing orientation
Retailing
Public relations
Late majority
(8 marks)
Task Two
a.
Describe and explain internal marketing.
(2 marks)
b.
Outline TWO internal marketing tools an organisation could use.
(2 marks)
c.
Outline TWO of the aims of societal marketing.
(2 marks)
d.
Briefly describe TWO influences on an organisation’s morality.
(2 marks)
(Total 8 marks)
Task Three
Identify FOUR reasons why customer loyalty is important to an organisation.
(8 marks)
Task Four
Identify TWO advantages and TWO disadvantages to a retailer of electrical goods of purchasing goods from a wholesaler rather than producer.
(8 marks)
Task Five
a.
Identify TWO of the factors that explain how leadership style may make it difficult for an organisation to become marketing orientated.
(4 marks)
b.
Briefly explain the importance of marketing’s cross-functional role.
(4 marks)
(Total 8 marks)
(Total for Part A 40 marks)
PART B – Business/Organisational situation/Scenario
Answer All Tasks (60%)
It is recommended that you spend approximately TWO hours on Part B.
It is important
520 – Marketing Essentials
Sample Exam Paper 1
Example of new examination format from
December 2012
This examination is in TWO sections. Candidates must complete ALL tasks. Part A – has FIVE compulsory short answer tasks and is worth 40% of the final mark. It is recommended that you spend approximately ONE hour on
Part A.
Part B – Comprises of THREE compulsory extended answer tasks and is worth 60% of the final marks. It is recommended that you spend approximately TWO hours on Part B, including time for using the appropriate format, planning and checking your answers.
© The Chartered Institute of Marketing 2012
MARKETING ESSENTIALS – SAMPLE EXAM PAPER 1
PART A – Answer All Tasks (40%)
Task One
Define the following terms:
Marketing orientation
Retailing
Public relations
Late majority
(8 marks)
Task Two
a.
Describe and explain internal marketing.
(2 marks)
b.
Outline TWO internal marketing tools an organisation could use.
(2 marks)
c.
Outline TWO of the aims of societal marketing.
(2 marks)
d.
Briefly describe TWO influences on an organisation’s morality.
(2 marks)
(Total 8 marks)
Task Three
Identify FOUR reasons why customer loyalty is important to an organisation.
(8 marks)
Task Four
Identify TWO advantages and TWO disadvantages to a retailer of electrical goods of purchasing goods from a wholesaler rather than producer.
(8 marks)
Task Five
a.
Identify TWO of the factors that explain how leadership style may make it difficult for an organisation to become marketing orientated.
(4 marks)
b.
Briefly explain the importance of marketing’s cross-functional role.
(4 marks)
(Total 8 marks)
(Total for Part A 40 marks)
PART B – Business/Organisational situation/Scenario
Answer All Tasks (60%)
It is recommended that you spend approximately TWO hours on Part B.
It is important