Bahria University, Islamabad Campus

Department of Business Studies

Mid-Term Examination (Spring-2021)
Class: BBA (4)1D - Morning
Paper Type: Subjective

Course: Principles of Marketing Date: 17/05/2021

Course Code: MKT 110
Teacher Name: Dr. Ali Abbas Max Marks: 12.5
Time Allowed: 90 Minutes Total Pages: 1

Instructions:
i. All questions are compulsory.
ii. There are total 3 questions.
iii. The paper is close book.

Student’s Name: ____________________ Enroll No: _______________________________

1. How would you apply BCG Matrix on various SBUs of “Gourmet/ Samsung” Brand. Justify your arguments with
examples and strategies that can aid these SBUs in shifting from one quadrant to the other, if possible. (4.5
Marks) (CLO - 1)

2. What Macroenvironment factors McDonalds/ KFC should consider while entering a new market (country). Your
responses may be supported by real time examples. (4 Marks) (CLO -1, CLO -
2)

3. Write down and briefly explain the five stages off The Buyer Decision Process for a complex purchase like a brand
new family car. (4 Marks) (CLO –
3)