CIM Level 4 Certificate in
Professional Marketing
Marketing (2100)
Time: 14:00 – 16:00
Date: 30 June 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
2
Answer ALL questions.
Choose ONE answer from the options provided.
Section 1
1. The start point of marketing is which of the following?
a. To develop an appropriate communications plan.
b. To build a suitable brand profile for the organisation.
c. To know who the customer is and what they need.
d. To understand who all the competitors are.
2. When attempting to drive stakeholder value marketers should focus on:
a. setting appropriate and realistic budgets for all marketing activities.
b. developing a clearly targeted and highly focused marketing mix.
c. implementing a clear marketing plan with SMART objectives.
d. improving the proposition for customers and return for shareholders.
3. By understanding customers and their needs marketing organisations should be able
to achieve which of the following more easily?
a. Customer classifications.
b. Customer systems.
c. Customer satisfaction.
d. Customer resistance.
3
4. Which of the following should always be an element within a marketing plan?
a. Exchange.
b. Adoption.
c. Control.
d. Testing.
5. Claire is a marketing manager. She has been tasked with identifying ways of
improving customer satisfaction levels for her product portfolio. Which of the
following should she do first?
a. Schedule marketing activities.
b. Increase her budget.
c. Understand buying behaviour.
d. Design a marketing mix.
6. Understanding customer buying behaviour is critical for the organisation in achieving
which of the following?
a. New distributors.
b. Marketing orientation.
c. Fewer competitors.
d. Sustainable supply.
7. Which of the following is frequently a 'trigger' for consumers at the 'need recognition'
stage of the buying process?
a. Advertising.
b. Segmentation.
c. Positioning.
d. Cold calling.
4
8. A consumer's social and cultural background is likely to influence which of the
following the least? Their:
a. attitudes.
b. values.
c. beliefs.
d. life-cycle stage.
9. Which of the following is an organisational factor which is likely to impact on a
company's buying process?
a. Structure.
b. Economic cycle.
c. Stakeholders.
d. Interest rates.
10. Which of the following is an individual factor which often impacts on the
organisational buying process?
a. Experience.
b. Sector.
c. Budgets.
d. Product.
11. Use of extensive decision-making by a consumer, within the buying process, is most
likely in which of the following situations?
a. Upgrading a mobile phone.
b. Booking train tickets.
c. Replacing a work suit.
d. Buying their first car.
5
12. In business-to-business purchasing, a 'modified re-buy' is most likely to involve the
buyer in which of the following?
a. Changing supplier.
b. Buying on impulse.
c. Always using the same product.
d. Reducing its budget.
13. A key benefit of using segmentation is that marketers can develop which of the
following?
a. A strategy to eliminate suppliers.
b. Differential marketing strategies.
c. Product life-cycle management.
d. A guaranteed profit of product lunch.
14. Stoy Motors has high debt levels and is therefore worried about the potential impact
of increasing interest rates on its profits. It is most worried about which macro-
environmental factors?
a. Political.
b. Environmental.
c. Economic.
d. Technological.
15. The relationship between an organisation and its channel intermediaries can be
described as which of the following?
a. Micro-environmental factor.
b. Macro-environmental factor.
c. Distributive factor.
d. Internal factor.
6
16. The processes, systems, policies and rules by which an organisation operates can be
described as which of the following?
a. CSR policy.
b. Organisational objectives.
c. Corporate governance.
d. Risk management.
17. An organisation's strengths and weaknesses relates to which of the following? Its:
a. internal environment.
b. competitive environment.
c. macro-environment.
d. micro-environment.
18. When undertaking marketing planning, the impact of the organisation's various
environments should be considered as part of which of the following?
a. Establishing the tactics.
b. Compiling the budget.
c. Situational analysis.
d. Marketing mix development.
19. Which of the following will generally have the least impact on an organisation's
marketing planning?
a. Internal environment.
b. Micro-environment.
c. Online environment.
d. Macro-environment.
7
20. Numerical, objective data that already exists within an organisation is which of the
following?
a. Internal, quantitative, primary data.
b. Internal, quantitative, secondary data.
c. Internal, qualitative, primary data.
d. Internal, qualitative, secondary data.
21. The management team of a restaurant is keen to gain a detailed insight into the
customer's actual dining experience, so it can improve the standard of its service.
Which of the following research methods will be the most appropriate for this
purpose?
a. Transaction analysis.
b. Mystery shopping.
c. Online survey.
d. Postal questionnaire.
22. An ideal number of participants for a focus group session would be approximately:
a. 26 to 28.
b. 20 to 22.
c. 14 to 16.
d. 8 to 10.
23. Reliable secondary demographic data, for example about changes in population, are
most likely to be available from which of the following sources?
a. Government statistics.
b. Social media.
c. Newspapers.
d. Blogs.
8
24. Which of the following is an easily accessible source of competitor data?
a. Focus groups.
b. Observation.
c. Experimentation.
d. Financial statements.
25. When is the use of data and information the most useful in reducing risk?
a. Building a database.
b. Changing an existing brochure.
c. Developing new products.
d. Analysing competitors.
26. The use of internal and external data is the most important in which of the
following?
a. Forecasting.
b. Delphi.
c. Experimentation.
d. Blogging.
27. Manato Cars has just introduced a new 7-year warranty on all of its vehicles. It has
adapted which element of the marketing mix?
a. Price.
b. Place.
c. Promotion.
d. Product.
9
28. Communicating the organisations brand values is undertaken using which element of
the marketing mix?
a. Price.
b. Place.
c. Product.
d. Promotion.
29. The queuing system used in a bank branch is an example of which of the following?
a. Distribution.
b. Channel management.
c. Process.
d. Physical evidence.
30. Standardisation of service delivery has been achieved by many service industries
through use of automation and technology, for example online booking systems and
self check-in at airports. These are examples of which element of the marketing mix?
a. Promotion.
b. Process.
c. Product.
d. People.
31. Maggie is a marketing manager. She has spent a great deal of time developing all
elements of the marketing mix so that they work well together effectively. This is
because Maggie:
a. used most elements of the marketing mix.
b. adopted a co-ordinated approach to the marketing mix.
c. applied the three extended elements of the marketing mix.
d. tailored the marketing mix to match competitor offerings.
10
32. In FMCG markets, which of the following should have the greatest influence on how
the marketing mix elements are applied?
a. Social media.
b. Environmental scanning.
c. Consumer buying behaviour.
d. Personal selling.
33. Marchant Toys Inc has developed a new product which it will launch in a few months.
It sells directly to consumers via its website. Which of the following is a priority for
the product manager?
a. Establish a key account management plan.
b. Review the organisation's CSR policy.
c. Undertake a mystery shopping programme.
d. Develop a co-ordinated marketing mix.
34. Lucy is a marketing manager for a major law firm. She will need to consider the co-
ordination of how many elements of the marketing mix?
a. All seven elements.
b. Just product, price, place and promotion.
c. Just people, process and physical evidence.
d. None – the marketing mix does not relate to services.
35. Organisations are likely to be more effective at building and maintaining customer
relationships through which of the following?
a. Effective internal communications.
b. Using online communications tools.
c. Tailoring the marketing mix.
d. Only using physical distribution channels.
11
36. When marketing goods in international markets, which of the following is a key
decision for marketers regarding the marketing mix?
a. Pricing versus product.
b. Macro versus micro factors.
c. Promotion versus place.
d. Standardisation versus adaptation.
37. In business-to-consumer FMCG marketing, where there are many suppliers of similar
products, which of the following is likely to be the most important element of the
marketing mix?
a. Price.
b. Place.
c. Promotion.
d. Process.
38. Changing consumer protection legislation has changed the way in which financial
services organisations are able to describe the features and benefits of their
products. This has impacted on:
a. promotion.
b. product.
c. place.
d. physical evidence.
39. In FMCG marketing, changes in unemployment, interest rates, affordability and levels
of disposable income are most likely to have the greatest impact on which of the
following element of the marketing mix?
a. Price.
b. Place.
c. Process.
d. Promotion.
12
40. Which of the following is the most likely method of measuring the effectiveness of
public relations activities?
a. Leads generated.
b. Increased revenues.
c. Repeat purchases.
d. Media coverage.
13
Section 2
Case Study 1
Metta Thorensen is the general manager at the Altlanta Hotels Group. Metta’s key objective
is to re-focus all of the activities at the hotel so the customer is at the focal point of
everything. The board is adamant that a customer centric approach will be key to the hotel’s
future success. The board has tasked Metta with aiming the hotel’s offering at a number of
specific segments, including business travellers, families and couples. It is also keen on
attracting weddings and other large parties. In developing its strategy for the hotel, the
board has considered likely changes in the political landscape, the economy and
demographic shifts. Metta has already commissioned some new research to gather opinions
and suggestions for potential service improvements from existing customers. On the basis of
this feedback, Metta has arranged for the hotel’s reception area to be redecorated and has
insisted that the staff wear uniforms.
CS1.1 The board's desired approach to ensure the future success of the hotel could be
described as which of the following?
a. Customer communications.
b. Market segmentation.
c. Marketing orientation.
d. Sales effort.
CS1.2 The hotel's targeting approach could be described as which of the following?
a. Differentiated.
b. Mass.
c. Niche.
d. Undifferentiated.
14
CS1.3 In developing its strategy the board has considered which of the following factors?
a. Internal.
b. Macro-environmental.
c. Micro-environmental.
d. Supply market.
CS1.4 Metta's research can be described as which of the following?
a. Primary qualitative research.
b. Primary quantitative.
c. Secondary qualitative.
d. Secondary quantitative.
CS1.5 The changes that Metta has already introduced are in respect of which element of
the marketing mix?
a. Physical evidence.
b. Process.
c. People.
d. Product.
15
Case Study 2
HiTech Phones has been monitoring changes in the market. It has identified changes in
consumer behaviour, especially regarding the adoption of new technologies. As a result, it
has changed its product specification and its pricing. These changes have been initiated so
its new phones will appeal more to the youth market. Historically, it had manufactured more
expensive phones and therefore its main markets tended to be older consumers earning
higher wages. Its objectives are to reduce its pricing but to sell a much higher volume. This,
it is hoped, will lead to much higher profits overall. HiTech Phones’ primary objective is to
create a much higher return for investors. To ensure it can achieve this objective it has been
focusing on its own resources, capabilities and competencies. In addition, its research team
has helped with the analysis of considerable existing customer data which was already
available internally within the organisation.
CS2.1 HiTech Phones is making changes to its marketing mix in response to which of the
following?
a. Competitive pressure.
b. Customer trends.
c. Economic changes.
d. New regulations.
CS2.2 HiTech's new phones evidence a change by the company in which of the following?
a. Branding.
b. Packaging.
c. Segmentation.
d. Staffing.
CS2.3 HiTech Phone's primary objective is focused on satisfying mostly which type of
stakeholder?
a. Competitors.
b. Customers.
c. Distributors.
d. Shareholders.
16
CS2.4 To help it achieve its objectives, HiTech Phones has been focusing on which of the
following?
a. Competitor environment.
b. Internal environment.
c. Macro environment.
d. Micro environment.
CS2.5 HiTech's research team has been helping with:
a. competitor research.
b. external research.
c. primary research.
d. secondary research.
END OF EXAMINATION
17
18
19
Moor Hall
Cookham
Maidenhead
Berkshire, SL6 9QH, UK
Telephone: 01628 427120
Facsimile: 01628 427399
Website: www.cim.co.uk
20
