NAME: AREEBA NAEEM

REG ID: 18415

DEPARTMENT: BBA-H
SUBJECT: MARKETING AND PLANNING
APPLICATION
SUBMISSION DATE: 28 NOV 2020
MID TERM EXAM
Question 1 (Maximum marks 10)

Companies can conduct their own marketing research or hire other companies to
do it for them. Some of ways companies can creatively and affordably conduct
research include engage students or professors to design and carry out projects; use
the Internet and wisdom. Assume that you are the country manager of KIA
Motors Pakistan, and your company want to launch an electric SUV in Pakistan.
Discuss which marketing research method you will use to understand the
preferences of the customer about an electric SUV in the context of Pakistan. And
explain why you use that specific marketing research method in the context of
Pakistan?

Question 2 (Maximum Marks 10)

Harvard’s Michael Porter has proposed the value chain as a tool for identifying
ways to create more customer value. According to this model, every firm is a
synthesis of activities performed to design, produce, market, deliver, and support
its product. Nine strategically relevant activities five primary and four support
activities create value and cost in a specific business. The primary activities are (1)
inbound logistics, or bringing materials into the business; (2) operations, or
converting materials into final products; (3) outbound logistics, or shipping out
final products; (4) marketing, which includes sales; and (5) service. Specialized
departments handle the support activities (1) procurement, (2) technology
development, (3) human resource management, and (4) firm infrastructure.
(Infrastructure covers the costs of general management, planning, finance,
accounting, legal, and government affairs.). Considering the above-mentioned
value chain process explain the primary activities for One of the following brands.

Question 3 (Maximum Marks 5)

Watch the following TVC adds and explain which segmentation bases these brands
are Using:

1. https://www.youtube.com/watch?v=GXaeeqfHNHQ
2. https://www.youtube.com/watch?v=gHGDN9-oFJE
3. https://www.youtube.com/watch?v=u7CXE2eERKg
4. https://www.youtube.com/watch?v=VF4g1RWujSI
5. https://www.youtube.com/watch?v=gfsyX2qew3s