Principles of Marketing - Take home exam

1. We have covered most of the theory (Book chapter – some we have skipped). If you had
one more class of Marketing left what three questions would you pose to the instructor to
enhance our understanding of the concepts covered already? How would these questions
help you build a robust understanding of Marketing?

2. Browse the internet and select 1 IMC (chapter 14. This will be then used in the class on
Tuesday to discuss advertising further) campaign (globally) that you find very interesting,
and successful. For the campaign ask yourself if it would have been successful in Pakistan?
Give reasons for your evaluation.

3. Use an example of your choice to illustrate the Marketing process – Segmentation

Targeting Positioning 4Ps.
4. Think about your life at LUMS and identify a new app that will solve a problem for
students. How would you price it? Think of a campaign that will ensure downloads of the
app.

Each question carries equal marks. You have to answer 3 out of the 4 questions.