Semester; Fall, 2012

Program: BBA Semester: 3rd

Subject: Principals of Marketing Paper: Principals of Marketing

Time: 2:30.hrs

Maximum Marks: 60

Passing Marks: 50%

Attempt all questions.

SECTION (A) Marks: 20

Q1: Fill in the blanks.

i) Bata Pakistan is offering gift certificate with each pair of shoes, it’s an example of____________

ii) Dividing a market into different units such as nation, province, regions, countries, cities or neighborhoods is
called________________________

iii) Those who buy goods/services for personnel consumption are called____________

iv) In BCG MATRIX ____________ _ generate large sums of cash because of their strong relative market share,
but also consume large amount of cash because of their high growth rate.

v) Ali is a marketing manager for a large consumer food company. He is studying distribution, promotion and
price of the company’s product. Ali is studying the company’s____________________

vi) ________________________ is one of the business-buying situations in which the buyer routinely reorders
something without any modifications

Q2: Write short notes on the followings. Each carries 02 marks.

(i) SWOT analysis

(ii) Consumer behavior

(iii) Business Market

(iv) Extended Marketing Mix

(v) Unsought products

(vi) Generic brand

(vii) Customer Satisfaction

 SECTION B Marks: 40

Q3: “Advertising sells products.” Do you agree with this statement? Explain.

Q4: Explain roles and functions of marketing manager.

Q5: Define market segmentation and market targeting and also explain why companies seek to
differentiate their markets.

Q6: Difference between the following:-

A) Market & Marketing

B) Customer & Consumer

C) Demographic Segmentation & Geographic Segmentation

D) Consumer Market & Business Market

E) Advertising & Promotion