final exam
Assessment Session: December 2020
Level/Year: Level 4/Year 1
Important:
All answers should be submitted via Canvas/Turnitin. If that is not possible then the document should be
emailed to the-college@swansea.ac.uk.
If your answers require handwritten formulae, graphs or diagrams then please take a photograph of your
workings and attach as a document to your email along with the rest of your answers.
Do not leave the assessment or submission until the end of the 24-hour window. Please leave
enough time for uploading of your submission, it may need longer than usual as there may be large files, as
well as a large number of students submitting at the same time.
Assessment information
– Answer four (4) questions from six (6)
– All questions carry equal marks (i.e. 25 marks)
– Available marks are shown for each question.
– Total marks available: 100
Special instructions
– All answers should be written in a word document and submitted either via Canvas/Turnitin or
emailed to the-college@swansea.ac.uk.
– Ensure that you take a screenshot or photo of your Turnitin submission or email a copy of your
submission to yourself in case there are any problems.
– If you have any problems during the assessment period then please contact the-
college@swansea.ac.uk. If you are not in the UK please take note of the time difference and make
sure that you are contacting us at a sensible hour to resolve any problems.
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Page 2 of 3
Question 1.
To what extent is place the most important factor of the 7Ps for a manufacturing business? Justify
your answer using appropriate examples.
[25 marks]
[Total Q1: 25 marks]
Question 2.
Public Relations can be used as a promotional tool to create and enhance the image of an
organisation and its products.
(a) Explain the main characteristics of public relations.
[4 marks]
(b) Identify and evaluate three (3) ways that organisations can implement public relations
activities to create customer awareness. Use specific examples in your answer.
[18 marks]
(c) Examine how public relations can be evaluated effectively.
[3 marks]
[Total Q2: 25 marks]
Question 3.
The way a company approaches its strategies for success is called its business orientation. Four types
of business orientation that help strategic planning are production, product, marketing and sales
orientations.
(a) Explain the concept of marketing orientation and evaluate the effects of organisations
adopting such an approach.
[15 marks]
(b) Discuss reasons why companies trading today may continue to use a production orientation
concept. Use specific examples.
[10 marks]
[Total Q3: 25 marks]
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Page 3 of 3
Question 4.
Discuss the advantages and disadvantages of companies using television programs and movies to
embed their products into the minds of viewers. Support your answer with specific examples.
[25 marks]
[Total Q4: 25 marks]
Question 5.
Price is very important to companies as it can determine their future success, and therefore how
long the company will survive.
(a) Identify and explain five (5) factors, which organisations need to consider when making pricing
decisions.
[10 marks]
(b) Analyse three (3) pricing strategies that marketers can use.
[15 marks]
[Total Q5: 25 marks]
Question 6.
The stages through which individual products develop over time is called the "Product Life Cycle". It
is a tool that helps manage products carefully over time to ensure that they continue to meet
customer wants.
(a) Using a suitable diagram, summarise the stages of the Product Life Cycle and evaluate its
effectiveness as a management tool.
[9 marks]
(b) With reference to specific examples in B2C markets, analyse four (4) ways that elements of
the marketing mix can be used to extend the life of a product.
