University of Kotli Azad Jammu and Kashmir

Faculty of Management Sciences

Department of Banking and Finance
Examination: Terminal Date: 20-06-2020
Course: Marketing of Financial Services Class: B & F 5th
Time Allowed: 24 Hrs. Marks: 75

Note:
Attempt all Questions.
Don’t write unnecessary details, be precise.

Q1-Pricing strategies usually change as the product passes through its life cycle. Companies
bringing out a new product face the challenge of setting the new prices for the first time.
Elaborate the market skimming and market penetration pricing strategies along with the
essential conditions under which each strategy is appropriate. Furthermore compare the prices
of two mobile phones and describe what types of pricing strategies are they using in
Pakistan? 15
Q2- A target market consists of a set of buyers who share common needs that the company
decides to serve. Market targeting can be carried out as several different levels. Elaborate
differentiated marketing and undifferentiated marketing with help of examples. 15
Q3-What is a new product and how do consumers go about deciding whether to adopt a new
product? Also describe how marketers attempt to use opinion leaders to help to sell their
products? 15
Q4-A company ABC has launched a new economy pack (5kg) of Tomato Ketchup
considering the fact that this will be price effective for the customers but sales figures of the
last six months show that peoples are not buying the economy pack as it was expected. The
company is now planning to determine the reason behind the lack of public interest in the
economy pack. You have been appointed as a consultant to guide the marketing department
of the company ABC determining the reason of the failure. Keeping in view the objective
explain the proc and cons of each of the following contact method for collection of
information and suggest to the marketing department that which one is most suitable for the
company in the given scenario: 15
  Mail Questionnaires
 Telephone Interview
 Personal and group interviews
 Online research marketing

Q5-A consumer’s behavior is influenced by the social factors, such as consumer social
groups, family, social roles and status. Explain the difference between these social factors by
giving examples. 15