Date of Examination: 22/10/2020

AHSANULLAH UNIVERSITY OF SCIENCE AND TECHNOLOGY

School of Business
BBA Program
Semester Final Examination: Fall 2019
1st Year 2nd Semester
Course Number: BBA 124
Course Name: Principles of Marketing
Time 2 (Two) hours Full Marks: 60

Instructions: i) Answer script should be hand written and should be written in A4 white
paper.
ii) Write down Student ID, Course number, and put your signature on top
of every single page of the answer script.
iii) Write down page number at the bottom of every page of the answer
script.
iv) Upload the scan copy of your answer script in PDF format at the
respective site of the course at Google classroom using institutional
email within the allocated time. Uploading clear and readable scan copy
is your responsibility and must be covered the full page of your answer
script.
v) Before uploading rename the PDF file as
CourseNo_StudentID.pdf [single manuscript]
For example
BBA124_180102001.pdf
vi) You must avoid plagiarism, maintain academic integrity and ethics.
You are not allowed to take any help from another individual and if
taken so can result in stern disciplinary actions from the university
authority.
vii) There are 6 (Five) Questions, Answer any 4 (Four)
viii) Marks allotted are indicated in the right margin

Page 1 of 2
1. a) What is the difference between a need and a want? How do marketers create wants? Provide 5
several examples.

b) The value of a product offering is determined by the customer and varies accordingly. How 10
can a retailer deliver value differently than other retailers? Discuss.

2. a) Write down the reasons for the failure of new products. 5

b) Describe the importance of understanding customers and the market place, and identify the 10
five core marketing concepts.

3. a) Point out the major commercialization plan elements that a marketer must have to consider 5
before launching a new product.

b) Under what circumstances should a marketer need not to go for test marketing. Describe 10
with examples of a product and service that don’t require test marketing.

4. a) How can companies react to the marketing environment? 5

b) Describe the environmental forces that affect the company’s ability to serve the customers. 10

5. a) Why is brand equity important to the seller? 5

b) Is microsoft’s windows 10 home operating software a product or a service? Describe the 10

core, actual and augmented levels of this software offerings.

6. a) Write down the challenges of online business during COVID-19. 5

b) Based on the challenges of COVID-19, suggest the solutions to conduct online business in 5
this digital world.

c) Online business is taking a very good shape in this global era and one of the key reason 5
behind it is undoubtedly social media. Discuss the advantages and disadvantages of social
media for conducting online business.

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