Professional Certificate in Marketing

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Professional Certificate
in Marketing (New Syllabus)
   520 Marketing Essentials


    Academic Session June 2009
    Exam Marking Scheme




    This marking scheme has been prepared by the Senior Examiner for the
    purpose of giving guidance to the CIM marking teams. It should be noted,
    however, that the marking scheme is just one element of guidance that is
    given to markers and therefore must not be treated as the definitive guide
    to how marks are allocated.

    This marking scheme is issued to TUTORS ONLY as additional support to
    assist with the delivery of CIM programmes and to enable tutors to
    enhance feedback and guidance they give to students.

    THIS MARKING SCHEME MUST NOT BE DISTRIBUTED, NOR THE
    CONTENTS DISCLOSED, TO ANY PERSON OTHER THAN TUTORS
    FROM CIM ACCREDITED CENTRES.

    Please also note that the marking schemes for individual modules will
    differ in style and format because as stated, these are guidance
    documents used by the module examination team.




 The Chartered Institute of Marketing 2009
                                                Marketing Essentials Exam June 09  New Syllabus




PROFESSIONAL CERTIFICATE IN MARKETING

MARKETING ESSENTIALS

PART A  Answer All Tasks (40%)


Task One

Identify the stages of new product development involved in developing a new brand
of coffee.

                                                                                   (4 marks)

Task Two

Explain FOUR reasons why it is important for an organisation to act in an ethically
and socially responsible manner.

                                                                                   (4 marks)

Task Three

Explain the process that an organisation should follow when setting its marketing
objectives.

                                                                                   (4 marks)

Task Four

Identify an appropriate pricing strategy that an organisation could adopt for each
stage of the product life cycle.

                                                                                   (4 marks)

Task Five

Identify TWO sources of marketing information for an organisation that manufactures
baby food, and illustrate how they can be used within the marketing audit process.

                                                                                   (4 marks)
                                                 Marketing Essentials Exam June 09  New Syllabus




Q1 MARKING CRITERIA                                                                   Marks
                                                                                      Available
Knowledge
List of the stages of new product development                                                2

Suggested stages: New Product Strategy, Idea Generation, Screening and
evaluation, Concept testing, Business analysis Technical development,
Market testing, Commercialisation.
This list is not definitive, some stages may be missing e.g. New product
Strategy. List should preferably be in order and full marks only given if the
order is correct
Application
Relate to examples to developing a new brand of coffee                                       2


Total                                                                                        4

Q2 MARKING CRITERIA                                                                   Marks
                                                                                      Available
Knowledge
Explain four reasons for an organisation acting in an ethically and socially                 2
responsible manner.                                                                    ( mark for
Examples include: Staff morale; developing a positive reputation (PR                   reason and
issues), avoiding litigation, sustainability leading to business survival,               mark for
helps recruitment and retention of staff, and so forth. This list is not               explanation
                                                                                      of relevance.
exhaustive, however: any reasonable reason for ethical or socially
                                                                                       List by itself
responsible behaviour is acceptable.                                                  is insufficient)

Application
Explanation and/or examples                                                                  2
Format and Presentation

Total                                                                                        4

Q3 MARKING CRITERIA                                                                   Marks
                                                                                      Available
Knowledge
Explanation of the process of setting marketing objectives. SWOT or                          2
similar model: better students will explain the external environment in
terms of competition, customers, legislation and technical factors, and the
internal environment in terms of corporate culture, staff aspirations and
resources. A simple outline of SWOT would only be worth one mark.
Application
Explanation of the connection between the model and setting marketing                        2
objectives, eg, hierarchy of objectives or examples that demonstrate a
deeper exposition of the above factors.
Format and Presentation

Total                                                                                        4
                                                Marketing Essentials Exam June 09  New Syllabus




Q4 MARKING CRITERIA                                                                  Marks
                                                                                     Available
Knowledge
Explanation of the product life cycle: introduction, growth, maturity,                      2
decline, withdrawal. Students need not necessarily produce a diagram                 ( mark for
provided they demonstrate knowledge of the PLC in their answers.                      each stage
                                                                                     and  mark
                                                                                     for relevant
                                                                                        pricing
                                                                                     strategy. List
                                                                                        of PLC
                                                                                       stages by
                                                                                        itself is
                                                                                      insufficient)
Application
Recommendation for suitable pricing strategies for each stage of the life                   2
cycle. For example, skimming or penetration pricing in the Introduction
stage; competitive or demand pricing in the growth stage; demand or
customary pricing in the maturity stage; and competitive or prestige pricing
in the decline stage. Other pricing methods are acceptable if the student
can justify them.
Format and Presentation

Total                                                                                       4

Q5 MARKING CRITERIA                                                                  Marks
                                                                                     Available
Knowledge
Two sources of marketing information that are relevant to the baby food                     2
sector.
Secondary sources might include the census, published demographic
data, birth-rate statistics, or other published Government statistics.
Marketing information systems might also be used.
Primary sources might include focus groups, surveys, in-depth interviews,
etc.
Application
Description of how the information connects to appropriate sections of the                  2
marketing audit.
Format and Presentation

Total                                                                                       4
                                                Marketing Essentials Exam June 09  New Syllabus




Task Six

Describe FOUR factors that may make market orientation difficult to achieve within
an organisation.

                                                                                   (4 marks)

Task Seven

Explain how a marketing department can use technology to contribute to satisfying
customer requirements.

                                                                                   (4 marks)

Task Eight

Describe, using examples, the main stages of the marketing planning process.

                                                                                   (4 marks)

Task Nine

Compare the roles of the following channels of distribution:

      wholesaling
      retailing.

                                                                                   (4 marks)

Task Ten

Identify TWO appropriate marketing communications tools that may be used by an
environmental charity (i.e. a not-for-profit organisation intended to protect some
aspect of the natural environment) to increase public awareness and support, giving
reasons for your choice.

                                                                                   (4 marks)


                                                                          (Total 40 marks)
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