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Take Home examination Sample
Direct Marketing & Sales Promotion Final Examination Candidate: Danish Z. Khwaja Due January 13th, 2002
Instructions: Use the examination answer sheet given to write your exam on. This is a 3hour final and assumes you will use that time in order to write the answer down. Do not write more than the exam book: that is, do not use extra paper. Since you are getting the exam beforehand, you are to prepare your self with it. The Take Home Examination comes with an Honour code under which you cannot speak to anyone else about or of the examination. Doing so will result in an automatic F for the examination and come under the guidelines for Academic misdemeanors of cheating. When you are done, kindly hand back the examination by the exam due date. Till the examination time is over on that date, you are honor bound not to speak to anyone else about the exam. Examination: Read and study the enclosed material. Then answer the examination questions. You can use any course material you wish as well doing any research you think might be useful in answering the questions. The questions should be concise and as to the point as possible. Write in one-ink color and make sure your writing is clear and legible. Giving a good answer in illegible handwriting is as good as not giving the answer at all, so make sure it can be read easily.
Scenario: You have been asked to market the Askari VISA Gold Card. Annual Fees are Rs1000, there is no joining fee (normally Rs2000) and the mark up comes to 14% as compared to 33% for Citibank and 27% for Standard Chartered. In addition the application requirements are less, while also offering benefits from FMIT. You are to carry out a Direct Marketing campaign and will target 100,000 potential customers. The objective is a hit rate of 8% and the average product life is 12months. In addition the cost per customer contact is only Rs50, while the average product profit is Rs120.
Questions: Do a DM campaign and use Sales promotion and publicity tools
[1]. Detail how you will organize for getting the response you need through events to attract the public, publicity for your effort, DM efforts to get to your target market.
[2]. How will you use Affinity analysis to enhance your direct marketing & publicity efforts? How will you use target marketing?
[3]. How will you use Customer Retention techniques in your DM campaign?
[4]. How will you generate your mailing lists? What type of data do you need to generate? How will you mine it? How can you make data mining useful for your product?
[5.] Are your financials sound? Show working for average revenue, average profit per customer and the rate below which the campaign loses money.
Third Hourly examination sample
Direct Marketing & Sales Promotion Faculty: Baber Khairi Sunday 1 - 2pm
This exam is divided into four parts (25% each): Two sections contain negative grading (Sections 2 & 3). In negative grading section you are requested not to guess, as 0.5% points are deducted for every wrong answer. You have one hour. Use an extra sheet if you need to. Essay Type Section 1:
1] Target Marketing is a key part of this course. Assume you are doing a telemarketing and direct mail campaign for a new credit card product for which the objective is achieve a hit rate among contacted customers of 10%. You are given the following data. The average product life is 20months; the average product profit per customer is Rs80; the planned cost per customer contact is Rs100. Calculate the following (show your working on this exam sheet):
i. The average revenue per hit rate = ______ ii. The average revenue per hit = ________
iii. The average profit per customer contact = ____ iv. The approximate rate at which the campaign loses money below: ___%
2] Define data mining and state how it can help the above campaign?
3] Discuss Discovery driven and Prediction models: how are they used for mining data, to what ends, in which situations and for what are they most applied?
4] What is Affinity analysis and how is it useful? Discuss giving examples
End of Section 1
Midterm examination sample
Direct Marketing & Sales Promotion Faculty: Baber Khairi Sunday 1 – 2.15pm
This exam is divided into four parts (25 %pts each): Essay type; Fill in the blanks; Multiple choice and Scenario based. In the Multiple Choice & Fill in the blanks sections you are requested not to guess the answer, as 0.25 points are deducted for every wrong answer.
Fill in the Blanks: Section 2: Do any Ten questions (Warning! This is a negative grading section - 2.5%pts each)
1. ___________________________ was the internal name for the Range Rover campaign.
3. According to Bob Bly (12 most common..), the magic words are_______________ and ____________ .
4. RFM stands for ______________, _________________, __________________.
5. In Chapter 24, ADRMP’s stands for ‘Automatic Dialling ___________ __________ Players.
8. Electronic shopping takes two forms: one is the Internet, while the other is _________ ________ which is a 2way system of linking consumer TV sets to Sellers Databases.
9. _________________________ gives an incentive to buy
10. Bob Bly (“12 most common..”) believes that the most important factor that gets ignored in direct mail is the __________________________.
Third Hourly examination sample
Multiple Choice Section 3: (Warning! This is a negative grading section)
[a] Cross Promotions
[b] Sales advertising
[c] Tie-in promotions
[d] Price Off