Roll No:_________________________

NATIONAL UNIVERSITY OF MODERN LANGUAGES

Department of Management Sciences
Lahore Campus
MCom-I (Evening) Mid Term Exams April 2014
Objective Paper
Paper: Principles of Marketing Total marks : 15
Time allowed: 30 min Date:

Instructions
Attempt all questions
Write down your roll no on the question paper.
Attach your question paper with the answer sheet before leaving examination hall.
Keep your roll # slips and university ID cards with you during the examination.
Q # 1: Encircle the right option. (7)
An organization with several product lines has which one of the following mix that consists of all
the product lines and items which a particular seller offers for sale?
a) Product mix
b) Brand mix
c) Consumer mix
d) Packaging mix
2. Identify the human needs identified in Maslow's Hierarchy.
a) Psychological needs, social needs, and esteem needs
b) Motivational needs, psychological needs, and social needs
c) Psychological needs, safety needs, social needs, esteem needs, and self-actualization needs
1) Psychological needs and physical needs
3. Identify the sources consumers use to obtain information.
a) Personal sources, commercial sources, public sources, and non-experimental sources
b) Personal sources, commercial sources, public sources, and experiential sources
c) Experimental and non-experimental sources
d) Knowledge sources and commercial sources
4. The businesses which are low-growth, high-share and need less investments to hold their
market share. They produce a lot of cash that the company used to pay its bills and to support
other SBUs are called:
a) Stars
b) Cash cow
c) Question mark
d) Dogs
 5. The idea which based on the notion that consumer will favor the products that offer the
most quality, performance, and features and that the organization should devote its energy to
making continuous product improvement.
a) Product Concept
b) Production Concept
c) Selling Concept
d) Marketing Concept
6.The customers which have a long-term relationship and cause high profitability are called:
a) Butterflies
b) True Friends
c) Strangers
d) Barnacles
7. Which of the following question(s) are asked in the first phase of strategic planning, when
a company define market-oriented mission?
a) What is our business?
b) Who is our customer?
c) What do customers value?
d) All of the above
8. Save Money Live Better (Wall Mart), Changing Lifestyle (Chen One) , First class All the
way (GMG Airlines). The following are the examples of:
a) Market Segmentation
b) Market Targeting
c) Market Positioning
d) None of them
9. Which of the following are the examples of Marketing Intermediaries?
a) Reseller
b) Physical Distribution Firms
c) Marketing Services Agencies
d) All of above
10.At which stage of the adoption process the consumer considers whether trying of new
product makes sense.
a) Awareness
b) Evaluation
c) Trial
d) Adoption
11. Indias economy have produced a growing middle class and a rapidly rising incomes. Now
to meet the new demand, European, North American and Asian auto makers are introducing
smaller, more affordable vehicles in to India. This decision is the effect of which environmental
factor.
a) Demographic
b) Economical
c) Technological
d) Cultural
12. There has been an increasing shift among male consumers toward the use of cosmetics to
look fairer and more handsome. Brands like Emami fair, Nivea for men are getting famous
among men. This is the effect of which factor:
 a) Cultural
b) Social
c) Personal
d) Psychological
13. The act of obtaining a desired object from someone by offering something in return is
called
a) Transaction
b) Exchange
c) Relationship
d) Value
14. Consumer buying behavior in situations characterized by high involvement but few
perceived differences among brands is called:
a) Complex buying behavior
b) Dissonance reducing behavior
c) Habitual buying behavior
d) Variety-seeking behavior

Q # 2: Write T for True statements and F for False statements: (3)

1. Wants are shaped by society and described in terms of objects that will satisfy the
needs.
2. Marketing concept is in a little improved form of selling concept.
3. National launches Chinese sauces, tomato ketchup and variety of pickles after a long
time of its start as a spice producer is an example of market development.
4. A companys suppliers, marketing intermediaries, and competitors are the part of its
Micro Environment.
5. Trial is the last stage in consumer adoption process
6. Toothpaste, magazines and detergents are shopping products.

Q # 3: (5)
Congratulations!
You are hired by Coca-Cola Management to help them with their Strategic decision making.
Perform a SWOT analysis, based upon the following issues:
SWOT ANALYSIS
The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor and marketer of
Non-alcoholic beverage concentrates and syrups, in the world. Coca-Cola has a strong brand
name and brand portfolio. Business-Week and Inter brand, a branding consultancy, recognize
Coca-Cola as one of the leading brands in their top 100 global brands ranking in 2006. The
Business Week-Interbred valued Coca-Cola at $67,000 million in 2006. Coca-Cola ranks well
ahead of its close competitor Pepsi which has a ranking of 22 having a brand value of $12,690
million The Companys strong brand value facilitates customer recall and allows Coca-Cola to
penetrate markets. However, the company is threatened by intense competition which could have
an adverse impact on the companys market share.

Write down the following in its related headings :

1. Coca Cola was the first commercial sponsor of Olympic Games and it has been sponsoring the
FIFA and cricket world cup events.
2. Can Overtake competitors
3. Should launch healthy drinks
4. Customers are not being able to differentiate among few brands such as Coca Cola Zero and
Diet.
5. The Coca Cola sells beverages in around 200 countries.
6. Ongoing recession.
7. Focus on increasing mineral water sales
8. It high relies on Coca Cola drink only.
9. Lack of innovation.
10. It has some negative health effect.
11. It Have brand awareness in the world.
12. Coca Cola Logo is very famous among the people.
13. New entrants are gaining market share

Strengths Weaknesses

Opportunities Threats

Good Luck
 Roll No:_________________________

NATIONAL UNIVERSITY OF MODERN LANGUAGES

Department of Management Sciences
Lahore Campus
MCom-I (Evening) Mid Term Exams April 2014
Subjective Paper
Paper: Principles of Marketing Total marks : 15
Time allowed: 60 min Date:

Answer the following questions: (15)

Explain the five stages of Adoption process of the consumer.(5)
Name and describe the four product/market expansion grid strategies. (5)
Marketers make product and service decisions. Briefly explain the individual product and service
decisions.(5)

Good luck