UNIVERSITY OF CENTRAL PUNJAB

BUSINESS SCHOOL
MID TERM EXAMINATION (FALL 2020)

Course Title: Fundamentals of Marketing Course

Code: EP4523 Program: BBA Section: A
Semester: Fall 2020 Marks: 28
Resource Person: Mishaal Anjum Time: 90 Minutes

Name: M. Yasir
Registration No: l1f17bbam0009

INSTRUCTIONS:

1. Write your name and registration number on the Answer Sheet in the spaces provided
2. Try to finish your exam within prescribed time
3. Don’t cheat
4. It’s an open book exam but in case of plagiarism above 10% and copying the paper will be
cancelled
5. Submit the exam on the team tab created within time
6. Read the questions carefully
7. Solve the exam if your name starts with A-M (Referring the student portal)

Marks Allowed Marks Obtained ______________________________

Instructor Signature
 X-I
1. Discuss the key characteristics which are a must have in an Entrepreneur.
What are the key entrepreneurial abilities and skills that are required to
underpin successful business launch and development? Use any relevant
examples to support your discussion (6 marks)
Being an entrepreneur usually means starting and building your own productive
business, even if people with amazing skills can thrive among large corporations.
Entrepreneurs often take a creative, creative approach, and can face challenges that
others will distance themselves from.
Create these nine features of a business person to help set you apart from general
practitioners.
• Motivation. Persistent entrepreneurs are motivated by not thinking of success. ...
• Art. ...
• Recruitment. ...
• Vision. ...
• Differences. ...
• Risk enhancement. ...
• Adaptability. ...
• Decision making.
Many experts have considered this subject, but there are no definite answers. We
can be sure that successful business executives will generally share certain features
and expertise when speaking:
• Personal qualities.
• Social skills.
• Critical thinking skills.
• Effective usability and knowledge.
• Hope: Are you a good thinker? Idealism is a resource, and will help you in the
difficult advice many business executives face as they find an app that works for
them.
• Vision: Can you clearly see the development areas?
• Initiative: Do you have something to do, and naturally start thinking critically or
business development ideas?
• Desire for leadership: Do you value management and decision-making? Is it true
that you are being asked to lead others?
• Driving and fitness: Are you motivated and healthy? In addition, would you say
you are set to tie down, for a moment, to understand your intentions?
• Risk resistance: Are you prepared to face challenges, and decide on a choice
where the facts are questionable?

Example Steve Jobs

You can't create an engaging list about "famous business viewers" without
throwing in Steve Jobs. Jobs dropped out of school because his family could not
afford to pay for his tuition. He went on a random course in book study, living for
free dinners at the Hare Krishna shrine and returning bottles of Coke for a change
for the better. The works glorify the stage of calligraphy where he stopped as the
catalyst for Mac’s continuous design and text style program.
2. Imagine you are the head of marketing in a company that produces
refrigerators and freezers. Chose both a metro and non-metro and draft
the key criteria you would use to evaluate marketing opportunities in both.
You can make whatever assumptions you deem necessary concerning your
business or company. (8 marks)
Metro Areas
The evaluation work of this project highlights the importance and effect of
promotional strategies on its business, profits and various components of
Dawlance Group Ltd Pakistan. Dawlance Group Ltd is one of the most common
brands in Pakistan that makes unique electrical products.

The determination of Dawlance Corporation Ltd in Pakistan for this specific

collection work is done entirely on two grounds.
 The importance of this organization in the past and the availability of some
important information needed in this arrangement.
 Working in detail on the organization's e-marketable strategies demonstrated
last semester.

Promotion processes are set for the Dawlance Group and the complete advertising
program is proposed to spread the various angles and provide them with a more
productive framework and thus expand the organizational prominence and
application. The organization developed a variety of materials and sent many
pieces of the nation.
Clients are mostly middle and rich within the nation and the organization strives to
provide things with easy parts and low cost so that everyone can make a profit.
Dawlance Group has gone through stages of continuous development and
development to achieve its status in the Pakistani Market and lead its rivals. It
imports its raw materials from China, Germany, Italy, Taiwan and various other
countries.
Non-Metro Areas:
The industry has solid assets used for domestic purposes, for example, TVs,
washers, coolers, microwaves, cell phones, etc. The development of a consumer
living environment is driven primarily by factors, for example, explosions in the
country and the sleep industry, more money. moreover, the rise of the retail
business is surprisingly associated with the rise in wealth levels in the wider
segment of the population.
More research has recently been done in this field. According to a study conducted
by a scientist in Pakistan's long-lasting consumer industry, the tendency of
consumers to go for better quality, recently marked items have been demonstrated.
This step can be explained by reducing the difference between the cost of branded
and excluded brands added by the high rate of deal management offered by tagged
players. The move is aimed at the introduction of unconventional items marked in
Pakistan that have resulted in a reduction in import obligations combined with
other means of relief as introduced by a government official.
Philips Whirlpool refrigerators have a wide range of display options set by Philips.
Posted with trademarks such as "Live Safe" and "Kitchen Safe". The Philips
Whirlpool refrigerator focuses on the main customer base.Therefore, Philips
should use an alternative display based on what level of product-life cycle is
currently set. For example, in this introductory situation the most obvious need is
to show the cool itself, to ensure that it comes to as many customers as can be
reasonably expected. A great way to great a year is to get the message out with
cool skills, and the right channel for this message through television commercials.

3. Select an organization you are familiar with and write a basic description
of it to include its type, size, industry, products (or services), and so on. The
information you provide should be relevant and designed to orientate an
 entirely uniformed type of reader. With a limited word count, the challenge
for you is to decide which information is most important. (6 marks)

Company Profile:
NIKE, named for the Greek goddess of victory, is a shoe and apparel company. It
designs, develops, and sells a variety of products to help in playing basketball
and soccer (football), as well as in running, men's and women's training, and
other action sports.
Type:
Nike, Inc. is an American multinational corporation that is engaged in the design,
development, manufacturing, and worldwide marketing and sales of footwear,
apparel, equipment, accessories, and services. The company is headquartered
near Beaverton, Oregon, in the Portland metropolitan area.
About brand:
The Converse segment designs, markets, licenses, and sells casual sneakers,
apparel, and accessories. The Corporate segment consists of unallocated general
and administrative expenses.
Our Customer:
Although with apparel and sports the market can be broad, for the most part Nike
primarily targets consumers who are between the ages of 15-40. The company
caters to both men and women athletes equally, and is placing an increasing
focus on tweens and teens to build long-term brand loyalty.
Brand Message:
Protecting the Future of Sport. We believe in a fair, sustainable future—one where
everyone thrives on a healthy planet and level playing field. Learn how Nike is
using the power of sport to move the world forward.
Vision and mission
Nike's vision is “To bring inspiration and innovation to every athlete in the world.”
While its mission statement is to “do everything possible to expand human
potential.
Nike Competition:
Nike's top competitors include Anta, lulu lemon athletic, VF Corporation, Adidas,
Reebok, ASICS, FILA, Puma, Under Armor, Sketchers and New Balance.

4. What do you think is similar between Coke studio, Nescafe basement and
Velo sound station and where are the differences? Considering they are a
promotion mechanism of unique product categories, why would they be
choosing the same mechanism to promote? Support with logic? (8 marks)
If I am discuss about all of these these three brand they are target the same
customer but the product is different they can use the same way to target the
market.
Coke Studio:
Coke Studio audiences are mostly small and downtown and with the increase in
digital discovery by this target audience, a move to the digital sector took place
with the launch of their website in 2014.
Nescafe Basement:
The company aims at the following people as they have the proceeds to buy all
kinds of Nestle products. Actualizers are people who are very determined and
successful in whatever they do. They are perfect humans and want the perfect
family, work and life.
Velo Audio Channel:
And VELO Sound Station is also trying to focus on the target market which is a
new generation which is why "POP Culture" also contains artists who will produce
a genre of POP style music and can be a very effective way to reach them.
In the last they have to target the customer in the same way to attract their
customer by singing the song and advertise their brand. Basically they are target
the young generation because they are more like interest in the singing or more
active in the social media so that why they are target the same customer.