INU1105/1505 Marketing: Seminar Final Preparation for The Exam

Exam Format

nWorth 50% of final mark

nChoose ONE out of TWO questions i.e. only answer one….choose one

nTime allowed – 90 minutes recommended

n24 hour examination

Marking Activity

 

In pairs……. 

These essays are adapted from actual answers taken from past examinations.

nRead the two essays provided.

nUsing the mark scheme attached, attempt to give a grade for each essay.

nFor each essay you must give the reasons for the grade you have awarded.

nFinally, in your opinion what makes a really good essay answer.  Create a 5 key points.

Awarded 27/50 (54%) 620 words

  • Introduction includes definition of product, but does not set out what will be discussed in the main body of the essay.
  • Essay is adequately structured, but is quite disorganised in parts.
  • Essay does attempt to identify and explain appropriate theory and uses appropriate models.
  • Candidate uses relevant real life examples to illustrate key points.
  • Candidate builds up the argument, explaining how products move through a sequential pattern of development, referred to as the product lifecycle.
  • Weak conclusion, it should also state how sales and profits rise and fall across the various life stages of the product. Each stage of the cycle represents a different set of market circumstances and customer expectations that need to be met with different strategies.
  • Overall a reasonable answer which is relevant to the topic.

Awarded 37/50 74% – Word Count 680

nIntroduction includes a clear definition of product and sets out exactly what will be discussed in the main body of the essay.

nExtremely well presented and structured work.   Identifies and explain appropriate theory and uses appropriate models.

nUses relevant real life examples to illustrate key points.

nEssay explains how products move through a sequential pattern of development, referred to as the product lifecycle.

nConclusion has stated how sales and profits rise and fall across the various life stages of the product. Each stage of the cycle represents a different set of market circumstances and customer expectations that need to be met with different strategies.

nWork overall excellent and shows evidence of critical thinking and builds up a logical argument to answer the question.

 

Command words

nCommand words are used to instruct you on the type of answer expected from a question.

nThey are not used to catch you out but are designed to get the correct answer, therefore you need to understand what is required from different command words.

nA variety of command words may be used.

nExamples include:

¨State/Give

¨Outline

¨Describe

¨Explain

¨Examine

¨Discuss

¨Analyse

Make sure you understand what the question is asking you to do.  It may be useful to underline the command word on the exam paper just so you’re clear what they are asking.

qCommand words:

qAccount for Explain why something is the way it is.

qAnalyse Explain your view of why the main points of an idea, text or process are important. Do not just describe.

qCalculate Show the method and obtain a numerical answer.

qCompare Write about the differences and similarities.

qConclude Make a decision after thinking something through.

qContrast Show the differences between two things.

qCriticise Analyses and make a judgement or give an opinion. Do not just be negative, give a considered view.

qDefine Give a brief explanation of what something means.

qDescribe Say what something or someone is like or give an account of events.

qDiscuss Explain the advantages and disadvantages of something, and give your opinion.

qEvaluate Make a judgement about the quality of something, taking the evidence into account.

qExplain Give reason WHY something is as it is or HOW it operates.

qGive reasons for Explain using words like because to make clear WHY things happen.

qIdentify Point out the required features or reasons.

qInterpret Explain what you understand to be the meaning, or what someone else intended the meaning to be.

qJustify Give good reasons for.

qSummarise Give the main points of an idea or an argument.

 

Suggested Exam Techniques

nNever begin writing your answer immediately!

 

nSpend time making sure that you understand the question and planning your answer.

nWhy should you do this?

¨It helps ensures that you answer the question correctly .

¨It helps ensure that you include all relevant points within the allocated time to maximise your grade.

Tips for Answering Questions

  1. Read the question twice.

 Describe the various levels of a ‘product’ and explain how the management of products changes over the different stages of the ‘product lifecycle’.