FUNDAMENTALS OF MARKETING 2007 (PRIVATE)
Time : 3 Hours Max. Marks:100
Instructions: Attempt Five questions In all. Question No.1 is compulsory.
1. Marketing of Electronic Products (Specialty Goods) like TV, Radio, AC, Refrigerator etc. have been growing quite rapidly inPakistanfor the past five years. Although these products are of high prices and customers are more quality and brand conscious, introduction of Chinese Electronic Products at lower prices created tough competition in the market. Prices of many products have come down and consumers are enjoying with different alternate products at very competitive prices.
Keeping in view the above situation, answer the following questions: (28)
(i) Describe at least 3 factors: which distinguish marketing of Electronic Products (specialty goods) with that of other products.
(ii) Develop a ‘promotion Mix’ (in order of preference), the electronic companies usually use Give 2 actual examples in each promotional activity.
(iii) Describe, how electronic companies convert their product into an “Augmented Product”. Give actual examples.
2.(a) Distinguish Advertising with that of Publicity. Give examples.
(b) Explain the “Promotion Planning Process”. (09+09)
3.(a) Define Distribution. How is it different form Transportation?
(b) Explain different “Means of Transportation” usually used in business. (09+09)
4.(a) Define Price and Pricing. (04)
(b) Explain various steps involve in “Pricing Strategy”. (10)
(c) Give 3 examples of brands having “Skimming Pricing” in the market. (04)
5.(a) Describe the various types of “Consumer Products”. Give examples of each. (09)
(b) Define “Product Mix”. How the length, width and depth of product Mix are calculated. (09)
6.(a) Define Research.
(b) Explain various steps involve in “Research Process”. Give examples where necessary. (13)
7. Write short notes on any TWO of the following: (18)
(i) Consumer Life Style
(ii) Product Life Cycle
(iii) Direct & Indirect Channels
(iv) Types of Wholesalers