B.COM II Fundamentals of Marketing 2004 (Regular)
B.COM II Fundamentals of Marketing
Instructions: Attempt any FIVE questions in all. Question No. 1 is compulsory.
Q.1. Electronic market has become very competitive in Pakistan for the last two years. The leading brand like Philips, LG, Sony, Panasonic and Samsung have been successful because of their effective marketing strategies. Because of competition prices of many product like Air-Conditions, TV, Radio etc have decreased and consequently consumers are getting the benefits. Large variety of products has enhanced the target market substantially. (28)
Keeping in view the above situation, answer the following questions
i. Indicate the type of consumer product, these electronic organizations usually sell. Describe main characteristics of these products and distinguish it from other types of products.
ii. Give atleast THREE examples of Augmentation (Additional Benefits) usually provided by these organizations with their products.
iii. State the type of distribution channel and price strategy normally used by these organizations.
iv. Describe the ‘Promotion Objective’ and ‘Promotion Mix’ actives of these electronic organizations. (Support your answer with actual examples)
Q.2. (a) Promotion of Pharmaceutical Products heavily depends upon Personal Selling efforts. keeping in view a pharmaceutical company, developing a personal selling play. (13)
Q.2. (b) How ‘Sales Promotion’ can be coordinated with personal selling, explain with examples. (05)
Q.3. (a) Effective ‘Storage’ function not only helps in stabilizing prices, but also demand and supply conditions in the market. Comments. (09)
Q.3. (b) Explain the type of product and market conditions / situation in which direct and indirect channels of distribution are used. Give examples of each. (09)
Q.4. (a) Price is the only element in ‘Marketing Mix’ which generate revenue, the other three general cost. Comment. (05)
Q.4. (b) Distinguish ‘Skimming Pricing’ with that of ‘Penetration Pricing’ Give examples. How ‘Broad Price Policy’ helps in developing price strategy. (13)
Q.5. (a) Define ‘Product life cycle’? Draw the curve and explain its purpose. (06)
Q.5. (b) Explain different stages of PLC, give examples of each stage. (12)
Q.6. (a) Every product is not for everyone. Comment. (04)
Q.6. (b) Describe the Target Market of the following brands. (Take the help of Demographic, Social and Psychological factors). (14)
Q.7. Discuss and give your comment on any TWO of the following: (18)
- Sales promotion is taking the place of Advertising.
- Publicity is planned, no paid.
- Package – a tool for communication, services as five seconds commercial.
- Marketing of ‘Services’ is difficult than marketing of goods.
Q.8. Write short notes on any FOUR of the following
- Target Market
- Personal Selling
- Difference between services and goods
- Channels of distribution
- Product Mix
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