B.com Part 2 – Fundamentals Of Marketing 2006 Regular Paper

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Time : 3 Hours                    Max. Marks:100


Instructions: Attempt Five questions in all. Question No.1 is compulsory.


1. Marketing of Fast Moving Consumer Goods (FMCGs) has been improving inPakistanfor the past few years. There has been tremendous development in branding, packaging, promotion and distribution of products. This shows good trend and in future more competitive marketing will be observed. On the one hand it gives advantages to seller but customers are also getting more satisfaction on the other hand. Today consumers inPakistanhave more choices of FMCGs products I brands then ever. (28)

Keeping in view the above situation, answer the following questions:

(i) Name 5 (Five) FMCGs products for each of the following marketing functions recently done by the company. Also state the marketing activity conducted by the Company.

(a) Change of Packaging

(b)Change / New branding

(c) Improvement in Promotion

(d) Improvement in distribution.

(ii) What is, in general, the Promotion Mix of FMCGs products. Describe the first two promotional tools on which such or9anizations rely heavily. Give examples.


2(a) Describe the role of Wholesaler and Retailer In Marketing Process. (10)

(b) Briefly describe various types of Retailers. Support your answer with examples fromPakistan. (08)

3.(a) Distinguish Advertising with Publicity. (05)

(b) Explain Advertising Plan. Support your answer with examples. (13)


4(a) Describe the importance and functions of Packaging.

(b) Define Brand and Branding Explain different branding alternatives the company considers while taking branding decision (08+10)

5. Define Research. Explain with example the steps involve in Research Process. ‘ (16)


6(a) What is Odd Pricing? Why is it’ used? Give examples.

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