Roll #________

Section _______
National University of Modern Languages
Department of Management Sciences
BBA - V (Morning) – Mid Term Examination – April 2021
Paper: Strategic Marketing Total marks :20
Time allowed: 2 hours
Instructions:

 Attempt all questions

 Write down your roll# no on the question paper.
 Attach your question paper with the answer sheet before leaving examination hall.
 Keep your roll # slips and university ID cards with you during the examination.

Q-1. Why is it significant for businesses to segment their market? (5)

Q-2. Differentiate between Structure, System & Processes Support your explanation with the help of an example. (5)

Q-3. Discuss the various steps involved in designing the CRM strategy ? (5)

Q-4 Portray the new product planning process with the help of a diagram. (5)
1) Apple’s software was licensed to be installed only on Mac computers. Thus, Mac owners could not share their
pictures and other content with the owners of non-Macs because Apple ignored consumers’ needs to be able
to share their materials with others. Apple’s short-sighted approach can be termed as ------------------
a) Selling concept b) Value Exchange c)Marketing Myopia d)Marketing Segmentation

2) A strategy that focuses on tracking and targeting users across their digital devices and sharing them tailored
ads/offers as per their interests analyzed by marketers is known as_______________
a) Social Media Marketing b) Cross Screen Marketing c) Customer value-based marketing
d) Digital Marketing
3) High level of personal commitment and attachment to the company is referred as ______________
a) Transactional bond b) Customer Loyalty c) Emotional Bond d)Customer Retention
4) Marketers can identify new segments created by shifts in population, age, income, and location by using
______________.
a) Psychographic Segmentation b) Demographic Segmentation c)Geographic Segmentation
a) Usage-Rate Segmentation
5) Computer Program used by marketers to capture content across the internet and transmit it to the broker’s
server is known as ___________________
a) Web-servers b)Web Crawlers c) Web Data Collectors d)Marketing Automation System
6) Sunsilk is offering huge variety of products i.e. Shampoos & Conditioners for hair fall, dandruff, damage repair,
black shine, straight & silky hair and long hair . Which segmentation approach does Sunsilk follow?
a) Usage-Rate Segmentation b) Psychographic Segmentation c) Benefit Segmentation d)
Geodemographic Segmentation
7) _________ is assigning a brand a human attribute and creating sentiment for it among consumers
a)Brand Image b)Brand Positioning c) Brand Personification d) Brand Awareness

8) All individuals need food to survive. However, the kind of food they buy and consume is different.
Ali is a young entrepreneur, and he is living alone in Islamabad due to his work commitments. He always
prefers buying packaged/ ready to eat products for himself. In contrast to this Mr.Ahmed who is middle aged
married man living in Islamabad with his family prefers buying fresh food products for his daily use.
a) Physiological Need b)Psychogenic Needs d)Basic Need d)Social Need
9) Which of the following factors help in reducing customers perceived risk?
a)Brand Personification b)Product Warranty c)Discount Offers d) Price-Quality Relationship
10) Overall evaluation of an object that is based on the evaluation of just one or a few dimensions is known as
________
a) Brand Evaluation b) Halo Effect c)Product Feedback d)Consumer Imagery