Pass Exam of Procople of Marketing

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mIndex Number : ______________________ Academic Session 2008 First Semester Examination June 2008 BBM 131 Principles of Marketing Time: 3 Hours Instructions to candidates: 1. Please check that this examination paper consists of SEVENTEEN (17) pages of printed material before you begin the examination. 2. This paper consists of 2 parts: Part A and Part B. Answer ALL questions in Part A in the MCQ Answer Sheet. Answer ANY TWO (2) short answer questions and ALL the case study questions in Part B in the answer booklet provided. 3. Tie the MCQ Answer Sheet to the answer booklet. 4. You are not allowed to remove this question paper from the examination venue. …2/- 2 BBM131 Part B Short Answer Questions (20 marks) Answer any 2 of these 4 short answer questions in the answer booklet provided. 1. Assuming that you intend to purchase a car, explain with example the FIVE (5) stages of buyer decision process you will go through. (10 marks) 2. What are the primary differences between products and services? Explain the core, actual and augmented product offering when a consumer purchased a Canon digital camera. (10 marks) 3. Define competitive advantage. Describe with an example each of the THREE (3) winning basic competitive strategies outlined by Michael Porter. (10 marks) 4. Your friend intends to start up a business selling organic food products. How would you advise your friend on the micro environment factors he must consider and analyse first before he begins operating his business? (10 marks) …15/- 3 BBM131 Case Study (20 marks) This case study is compulsory. Read the case study below and answer ALL the questions given at the end of the case in the answer booklet. AirAsia: Always a Low Fare, Always Humble Origins Until Dec 2000, AirAsia was an insolvent subsidiary of a deeply

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