FEDERAL URDU UNIVERSITY OF ARTS, SCIENCE

AND TECHNOLOGY, ISLAMABAD

DEPARTMENT OF BUSINESS ADMINISTRATION
FINAL-TERM EXAM BBA 3rd SEMESTER Fall-2020

Subject: Principles of Marketing Total Marks: 50

Time Allowed: 4 Hours Exam Date: 15th February 2021

Google Class Room Codes:

Section A (c3melai) section B (dqakcaf) section C (suy6y6g) section D (fs6skm7)

Q.No. 1 2 3 4 5 6 7 8 9 10 Marks Obtained/total Marks

Marks
Obtained
Total Marks in Words:
Name of the Teacher: Ms. Sadaf Nagi
Who taught the course: Signature of Teacher/Examiner:

To be filled by Student

Student’s MIS ID: 26189 Class Section: BBA 3B Session: Morning

Enrollment No: Student’s Name:_Qasim Jahangir

Wariach

Fathers’ Name:- Jahangir Akhtar

Student’s Email: qasimjahangirwarraich@gmail.com

WhatsApp No._03405860517

Guidelines
Please fill the above information carefully and then solve the paper. All fields of the
required information must be filled properly.
Paper should be computer typed on MS Word
Font size for text should be 12 (Times New Roman) Normal not Bold
Headings size 14 (Bold)
Font Color (Black)
Be Clear and Concise

Q No 1. Explain why companies use marketing channels? What functions do

these channels perform? (15)
Ans : Most producers do not sell their goods directly to the final users, between them stand a set
of intermediaries performing a variety of functions. These intermediaries constitute a marketing
channel. Marketing channels are sets of independent organization involved in the process of
making a product or service available for use of consumption. They are set of pathways a
product or service follows after production, culminating in purchase & use by the final end user.
Types of Marketing Channels :

Sole selling agent

Retailer / dealer

Marketer

Broker

C & F agents

Franchises

Redistribution stockiest

Authorized representatives

Distributor / Wholesaler

Commission agents

Semi wholesaler

Jobbers
The various functions performed by marketing channels are:-
(i) Facilitate selling by being physically close the customers.
(ii) Provide distributional efficiency by bridging the manufacturer with the user, efficiently &
economically.
(iii) Break the bulk & cater to the tiny requirements of buyers.
(iv) Assemble products into assortments to meet buyer‘s needs, match segments of supply with
segments of demand.
(v) Look after a part of physical distribution/ marketing logistics.
(vi) Share the financial burden of the principle, provide deposits, finance the stock till they are
sold to the ultimate consumers
(vii) Provide salesmanship.
(viii) Provide pre sale & after sale service.
(ix) Assist sales promotion.
(x) Assist in introducing new products.
(xi) Assist in developing sales forecast/ sales plan for the territory.
(xii) Provide market intelligence & feedback.
(xiii) Maintain records
(xiv) Take care of liaison requirement.
(xv) Help diffuse innovation among consumers.

Q No. 2. Which companies are doing global marketing in Pakistan? Also,

highlight Pakistani brands that are renowned globally.
(15)
Ans:
1. Food &Beverages
Rooh Afza
Rooh Afza with its roots as a Pakistani brand, is available in 33 countries and is one of the first
Pakistani brands to have been showcased at New York’s Times Square.
Shan Foods (Africa, Australia, Us, Europe, Middle East)
Shan is a powerful global brand that has presence in over 65 countries across 5 continents. The
journey of Shan’s remarkable success starts from 1981 when the dream of an entrepreneur, Mr.
Sikander Sultan paved the way to success by pioneering in the spice business with a single room
operation. Overtime, the company prospered, and Mr. Sultan decided to launch his very own
brand, ‘SHAN’ and since then there has been no looking back.
2. Textile & Clothing
Gul Ahmed (UAE, UK)
Gul Ahmed always presents quality and innovative designs a per new fashion statements. Gul
Ahmed has offering top brand like Gul Ahmed Lawn, Gul Ahmed Cotton, Gul Ahmed
Normal Lawn, Gul Ahmed Premium Lawn, Gul Ahmed Khaddar, Gul Ahmed Gents
Shalwar-Kameez, Gul Ahmed Signature Series and number of others.
Gul Ahmed is a composite textile unit and making everything from cotton yarn to finished
products. Excellence in quality and service is the hallmark of all operations performed at Gul
Ahmed. Firmly standing by its business values, Gul Ahmed is active in manufacture and sale of
textile products. Q No. 3. Do a detailed critical analysis of Volvo trucks advertisements, which
we watched in our class. (20)
Junaid Jamshed (Australia, NZ, UK, US, Canada)
Junaid Jamshed (late) stepped into fashion clothing industry by opening an outlet in 2002, since
then J. had made a rapid progress by offering a variety of fashion clothing for both men &
women. Moreover, J. has also launched its fragrance and makeup collection, which is quite
popular among women.
3. Banking Industry
National Bank of Pakistan
NBP have presence in 21 countries. From East to West, their network starts from Japan, Hong
Kong, China, South Korea, to Bahrain and KSA in the Middle East, to Kazakhstan,
Turkmenistan, Azerbaijan and Uzbekistan in Central Asia, to France and Germany in Europe and
USA and Canada and our close neighbors Afghanistan and Bangladesh. They cover the globe
when it comes to the having branch or representative offices.

Q No. 3. Do a detailed critical analysis of Volvo trucks advertisements, which

we watched in our class. (20)

Ans:
The volvo truck live test:-
he film is the perfect demonstration of the directional stability Volvo Dynamic Steering can
offer,” said Jan-Inga Svensson, the engineer behind the system. “The stability and control are so
good that you can reverse a truck over a long distance with very high precision. It had to be
perfect, right down to the last centimeter.” Otherwise, it would’ve spelt Van Damme’s literal
split.
In Ad Age’s classification of demonstration advertising, Volvo Trucks “Live Test” would fall
under “whimsical”: the demos “incorporate humors and enjoyment into the message, for
example, by employing an unexpected person as demonstrator or conducting the demonstration
under unusual circumstances.” Whimsical they may be, the results, however, were dramatic.
“Live Test” got 100 million YouTube views, earned USD172.6 million media value, won
numerous awards (notably the Cannes Lions Grand Prix for Creative Effectiveness) and, most
importantly, after the campaign period, sales increased by 24%, making it Volvo Trucks’ best
year ever. “The Epic Split” was recently voted the fourth best commercial on YouTube. Volvo
trucks needed to demonstrate one thing the stability and precision of Volvo dynamic steering
And to do that they got one man Jean Claude van Damme who conveniently flexed his legs to do
a split between the two trucks The soundtracks only time by Enya in the backdrop might seem
like a misfit at once but van Damme is enough of distraction for anyone to be bothered besides
gushing about the films our young adwallahs give their two pence on what we can learn from the
instant viral hit. Working for the automobile category has taught me that a demo/stunt always
works so the trick would be to use another interesting stunt that people would want to watch or
share however not using van Damme would compromise its ability to go viral.
Volvo has hit the road with a gravity-defying spectacle designed to demonstrate the power and
strength of its latest truck range.
Four of the latest lorries to roll off the production line are the focus for the heavy-duty advert
after they were delicately stacked one on top of the other to create a single 15m tall, 58 tonne
road monster.
Riding atop this precarious transport was Volvo Trucks president Roger Aim who put his full
faith in the sturdiness of his ad-hoc ride by standing proudly on top of his vehicle sandwich.
Aim said: “I´m used to being on top of things, but for me, shooting the truck tower was definitely
an unusual day at work. And let's just say I have a certain respect for heights. I´m a down to earth
guy.”
Markus Wikström, engineer at Volvo Trucks, added: "It took about a month to design and build
the tower and make sure it was safe to drive. Essentially, this was made possible thanks to the
sturdy construction truck, the Volvo FMX, and its new 38-tonne bogie being able to carry the
weight of the others. But it also required a steady speed and course, accomplished by the Volvo
Dynamic Steering technology and a skilled truck driver.”