…Midterm Examination …

Class: BBA-2k22 Subject: Principles of Marketing Date: 10/10/2023 Marks: 30

Course Instructor: Shagufta Saleem Shaikh Student Name: ____________________
SECTION: I (Marks 10 )
Tick the correct option from the following MCQs (Multiple Choice Questions)
1. The SBU's of a company with low market share and growth rate are considered in:
a) Stars b) Dogs c) Cash Cows d) Question marks
2. Considering the strategic planning, the 'Organizations purpose' statement is known as
a) Vision statement b) Mission statement c) Value proposition d) Both a and b
3. The term "Marketing" refers to?
a) Focusing on sales and profit c) Strategizing and implementing the organization process
b) Promotion of the product d)Set of activities to deliver customer value and satisfaction
4. Which one of these is an appropriate definition of "want"?
a) The desires of consumers c)Needs related to society
b) Basic human needs d) Needs directed to the product
5. Which of the following refers to sellers being preoccupied with their own products and losing
sight of underlying consumer needs?
a) Selling myopia b) marketing management c) value proposition d) marketing myopia
6. The SBU's in 'Stars' category requires
a) Heavy investment b) Less investments c) More marketing d) Both a and c
7. Evaluation of the profitability of each segment is called
a) Targeting b) Market segmentation c) Positioning d) Differentiation
8. The international markets can be segmented on the basis of factors such as:
a) Geographic location b) Cultural factors c) Economic factors d) All of above
9. In a company division, a product line within a division, or sometimes a single product or
brand reflects which one of the following options?
a) Market b) BCG c) SBU d) Initiator
10. Mr. ABC and his staff have decided to use target marketing to reach their sales goals. Which
are their three steps (in order) to target marketing?
a) Market segmentation, market positioning and target marketing
b) Market segmentation, target marketing and market positioning
c) Market alignment, market segmentation and market positioning
d) Market recognition, market preference and market insistence

SECTION: II (Marks 5)
Read the following statements carefully and write "T" for True & "F" for False statements.

(1) For business marketing is compulsory True________ False__________)

(2) Money spent on marketing is wastage True________ False__________)
(3) Today, marketing must be understood in a new sense that can be characterized as: “Satisfying
customer needs” True________ False__________)
(4) A place where goods are bought and sold against the price consideration between the buyers and
the sellers is called Market. True________ False__________)
(5) Market myopia is some combination of products, services, information, or experiences offered to a
market to satisfy a need or want. True________ False__________)
 SECTION: III (Marks 5)
Read the following incomplete sentences and put the appropriate missing word in the blanks given
below.
(1) Wants + Buying power = ________________________________________________
(2) To which ‘P’ of Marketing Mix is related to Transportation, Warehousing and Storage
_____________________________________________________________________
(3) Making more sales to current customers without changing its products is known
as______________________________________________________________
(4) Needs and Wants are fulfilled through a_________________________________
(5) Write any three contents of Marketing Plan ______________________________
____________________________________________________________________

SECTION: IV (Marks 10)

Write short Answers of the following questions

Q.No: 1# Write any brand name and their strengths and Opportunities. (Marks 3)
Brand Name: ____________________________________________________________
Strength 1: ______________________ Opportunity 1:_____________________
Strength 2: _____________________ Opportunity 2: ____________________

Q.No: 2# Open any business on your own choice and write their Vision and mission. (Marks 3)
Business Name:____________________________________________________________

Vision: ___________________________________________________________________
Mission:__________________________________________________________________

Q.No: 3# Draw Marketing process step by step. (Marks 4)