‘SABARAGAMUWA UNIVERSITY OF SRILANKA FACULTY OF MANAGEMENT STUDIES BSc HONOURS IN MARKETING MANAGEMENT 092 YEAR I SEMESTER I EXAMINATION ~ FEBRUARY 2020 PRINCIPLES OF MARKETING - MM 1213 ‘Time allowed: THREE (03) hours 1 i Define the term ‘Marketing’ with your own words (02 Marks) Explain four concepts from the following, ‘Customer Satisfaction Demand ‘Customer Loyalty Hierarchy of Needs ‘Competition ‘Value Proposition (02.408 Marks) iii What is “marketing orientation’. Explain with examples. (0S Marks) iv ‘Modern marketing practices are help to develop business successfully”. What are the advantages of moder marketing? Explain. (05 Marks) 2 i Explain the charactristies which influence to the consumers’ behavior? (O Marks) fi ‘Consumers are not always going through the decision making process’. Do you agree with his statement? Explain your answer with examples (Os Marks) fil. a Select one industry and identify trends in the macro environment (04 Maris) 'b List down opportunities and teats based on above analysis (5 Marks) 3. i Why segmentation is important to businesses? (04 Marks) fi “Marketers need to consider about customer driven marketing strategies rather than company driven marketing stratepies’. Justify this statement. (06 Marks) fii Mr. Dilshika is going to start fastfood restaurant chain in Sti Lanka after analyzing the marketing environment of the industry. He recruits you as ‘marketing manager ofthe business and ask you to do STP analysis. Prepare a brief eport on STP analysis ofthe new business. (10 Marks) a7 Page 10f2Explain five levels of produet with a proper example. (OsMarks) “Brand differentiates goods or serves from competing market offering, Organizations are using branding strategies to have successful business.” ‘Write down branding strategies with practical examples. Explain new product pricing strategies. (WOMarks) (05Marks) “Members of the marketing channel perform many vital key functions ‘other than the make prodoct available to the customers.” Write down six ‘key functions performed by a marketing channel with examples (06 Marks) “Today organizations are not limit their distribution for one channel Briefly explain the hybrid distribution channel with practical example, ‘What is “Integrated Marketing Communication (IMC). Explain (o4Marks) (OsMarks) Write down the value of Integrated Marketing Communication for create and retain customers. (06Matks) ‘What are the barriers faced by firm forts interationaization? Explain (04Marks) Explain the four management orientations which influence tothe entrance ‘of the international marketplace. (loMarks) {i Why organizations are highly concerned about the green marketing practices? (06Matks) Differentiate five concepts from the following, b 4 f 8 Standardization and adaptation Pull strategy and push strategy Goods and Services Citing Price and Floor price Intensive Distribution and Exclusive Distrib Customer Expectation and Product Performance Marketing Myopia and Competitor Myopia (04x 5 =20 Marks)