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University of Reading MM1F12

Markets, Marketing and Strategy

· 案例展示

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TAKE-HOME EXAMINATIONS SEPTEMBER 2020
Please read through all instructions carefully before you start your exam
Papers are available from 10:00am UK time on the day of your take-home exam;
please refer to your exam timetable for the dates of your take-home exams.
Papers will be in Blackboard in the Take Home Exams area.
In most cases, the take-home exam will be available for 23 hours and your answer(s)
must be submitted before 9.00am UK time the day after your take-home exam
opens, unless you have been given a different deadline from your School.
Completing your take-home exam
1. Take-home exams require either submission of written work or completion of
a Blackboard Test. For written work you need to download the paper and any
accompanying documents from Blackboard and your answers can be written
in a Word document as you would for coursework (unless you have been
given specific instructions from your School). Further instructions for
completing Blackboard Tests are in the section below.
2. You are advised only to work on your answers for the duration of the time
stated on the front page of the take-home exam paper. You are not expected
to work for 23 hours on your answer.
3. Please read your exam paper thoroughly before you start to ensure that you
understand what you need to do.
4. Do not exceed the specified word limits where they are stated.
5. You should use 12pt font size, Arial and 1.5 line spacing for written
submissions.
6. Please write your candidate number, module code and question answer on
the top of each piece of work that you submit.
7. Save your work regularly as you are working on it.
8. Complete and upload your answer(s) to the submission point(s) in Blackboard
or Turnitin.
9. You are responsible for organising your time and should aim to submit your
answer(s) as early as possible to ensure your work is submitted prior to the
deadline specified for your take-home exam paper.
Full guidance can be found in the Take Home Exams area of this Blackboard
course.
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Completing Blackboard Tests (Multiple Choice exams)
Exam papers which consist of Multiple Choice and similar types of questions will be
delivered through an online Blackboard Test.
For these exams
1. You will not need to download the exam paper – you will access the questions
through a Blackboard Test.
2. The test will normally have a specific time limit, and a timer will display on
screen as you take the test.
3. Your test will be accessible for 23 hours, as with other exams, but you can
take the test only once.
Submission
1. Please check the front of your take-home exam paper and Blackboard
instructions for any specific instructions for uploading your work to submission
point(s) for each paper.
2. You can submit multiple times for most exams (unless you have been told
there is only one submission possible by your School) but you should ensure
that your final version is uploaded before the deadline.
This does not apply to Multiple Choice examinations, where only one attempt
will be allowed.
3. Your Turnitin submission title must include your candidate number and
module code.
4. You are responsible for ensuring that you have uploaded the correct
document to the correct submission point, and that this file has been uploaded
correctly. Some exams require submission of answers to different questions
to different submission points.
5. You will not be able to submit anything past the deadline so please allow
yourself plenty of time to upload and submit your answer(s).
6. We will not be emailing reminders from the University ahead of exam papers
and submission points opening, or non-submissions after the take-home
exam submission has closed.
7. Guidance on how to submit files for your exams can be found at
https://rdg.ac/takehomeexam
Full guidance can be found in the Take Home Exams area of this Blackboard
course.
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Where to get support
For technical issues (Blackboard and IT) contact us on +44 (0) 118 378 7049 or raise
a ticket via the DTS Self Service Portal.
Please note that ‘live’ support is available from 8:00am-6:00pm UK time Monday to
Saturday, and will be available for limited hours 8:00am-9.30am UK time on Sunday
morning during the exam period.
For other non-technical queries, please check the exams FAQs on Essentials or
email take-home-exam@reading.ac.uk. Emails need to be sent from your University
email account and you should provide your candidate number.
DAS registered students
1. If you have been provided with a green sticker, please attach this to the front
page of your answer(s), as you would do for coursework submissions.
2. If you have any additional arrangements including extra time, you should
consider the necessary requirements prior to the start of your exam and read
the advice in the exam FAQs on Essentials.
3. If you still have queries please contact the Disability Advisory Service (DAS)
or email take-home-exam@reading.ac.uk. Emails need to be sent from your
University email account and you should provide your candidate and student
number.
IMPORTANT - You must read this before you start your exam
Academic Integrity
We are treating this online examination as a time-limited open assessment. This
means that:
1. You are permitted to refer to published materials to aid you in your answers.
2. Published sources should be referenced in the usual manner.
3. Over-reliance on published sources is likely to be penalised as poor academic
practice.
Apart from appropriate referencing, you must ensure that:
 the work you submit is entirely your own and there has not been an instance
of collusion;
 you do not communicate with other students on the topic of this assessment
for the whole time the assessment is live
 you do not obtain advice or contribution from any third party (i.e. anyone else),
including proof-readers, friends, or family members.
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 For advice on academic integrity, you can see the University Library’s
Academic Integrity Toolkit.
You should note that:
1. Failure to adhere to these requirements will be considered a breach of the
Academic Misconduct regulations (available here), where the offences of
cheating, plagiarism, collusion, copying, and commissioning are particularly
relevant.
2. Your exam answers will be run through Turnitin, and the usual similarity
reports will be available to markers.
Please read and note this statement of originality:
By submitting this work I certify that:
1. it is my own unaided work;
2. the use of material from other sources has been properly and fully
acknowledged in the text;
3. neither this piece of work nor any part of it has been submitted in
connection with another assessment;
4. I have read the University’s definition of plagiarism, guidance on good
academic practice and the guidelines set out above; and
5. I will comply with the requirements these place on me.
I acknowledge the University may use appropriate software to detect
similarities with other third-party material, in order to ensure the integrity of
the assessment.
I understand that if I do not comply with these requirements the University will
take action against me, which if proven and following the proper process may
result in failure of the year or part and/or my removal from membership of the
University.
With best wishes and good luck for your take-home-exams over the coming period.
Version 1
Please read the instructions below before you start the exam
September 2020 MM1F12 2019/0 A 850
No dictionaries are permitted
No calculators are permitted
UNIVERSITY OF READING
MARKETS, MARKETING AND STRATEGY (MM1F12) (RESIT)
Answer THREE questions out of SEVEN
Answer both sub questions (a AND b) of each question you choose to answer.
All questions carry equal marks.
Within a question, part (a) represents one-third of the marks
and part (b) two-thirds
Do not repeat material, or make substantial use of the same text in more than one
answer.
1. Open book exam
This is an open book exam and you may refer to relevant learning materials.
2. Exam paper timing
We recommend that you try and treat this, as far as possible, as a conventional exam.
This paper is designed so that students should be able to complete it in two hours,
however we accept that you may choose to spend longer.
Students for whom special exam arrangements apply are encouraged to take additional
time and breaks as required.
You can submit your paper at any point during the 23 hour window available. We
strongly recommend that you do not leave it to the last minute to submit.
3. Word limits
Word limits are maximum word limits. Students are encouraged to write succinctly and a
high mark can be achieved without reaching the maximum word limit.
The marker is not obliged to read beyond the maximum word limit and a mark will be
awarded based on the answer given up to the maximum word limit.
Word limits include text in tables but not text in charts, diagrams or graphs.
The maximum word limit for this exam is 2, 400 words. Please provide a statement of
word count at the end of your exam answers.
4. Referencing
Detailed referencing is not required, but candidates are expected to refer to key authors
where relevant.
MM1F12 2019/0 A 850
Page 2
In answering three questions, the maximum word count for the
entire exam is 2,400 words. As a guide, you should aim to complete
part (a) is less than 200 words and part (b) in less than 600 words.

 

1.(a)Describe five criticisms of PESTLE as a tool for analyzing the
business environment.
(b)With reference to both theory and practice, critically analyse
the statement that ‘successful strategies are the result of good
planning.’
2.(a)Describe each of the quadrants in Ansoff’s Product/ Market
Expansion Matrix.
(b)Critically discuss the strategic options available to a cost
focused company in a mature market.
3.(a)Describe the transaction costs incurred by the buyer when
making a purchase.
(b)Critically discuss whether marketing is unethical.
4.(a)Compare the features of a functional organisational structure
with those of a divisional structure.
(b)Critically discuss the view that organisational structures reflect
the strategy of the organisation.

MM1F12 2019/0 A 850

 

Page 3
5.(a)Describe the main features of a ‘hard’ human resource model
and a ‘soft’ human resource model.
(b)Discuss, using theory and one or more examples, how a
business’s operations can provide a competitive advantage.
6(a)Briefly describe each of the 7 Ps of marketing and illustrate
your answer with examples.
(b)Using one or more examples, discuss the different strategies
that a firm may choose to market its services compared to its
products.
7(a)Explain the ‘innovation process’.
(b)Discuss, using one or more examples, how successful firms
exploit their innovations.
(End of Question Paper)

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