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Exam Paper for Marketing Principles in BBA (With
Answers)
PAPER # 1
**Marketing Principles Exam Paper**
**Course**: Marketing Principles (BBA Program)
**Duration**: 2 hours
**Instructions**:
- Answer all questions
...

- Each question carries equal marks
...

--**Section A: Multiple Choice Questions** (2 marks each)
1
...
What is the marketing concept?
a) Maximizing sales at any cost
b) Meeting customer needs and wants while achieving organizational
objectives
c) Reducing production costs
d) Minimizing competition
**Answer: b) Meeting customer needs and wants while achieving
organizational objectives**
3
...
Which of the following is an example of a marketing strategy?
a) Setting the price of a new product
b) Answering customer inquiries
c) Office decoration

3

d) Employee training
**Answer: a) Setting the price of a new product**
5
...
Define the concept of "brand equity" and explain why it is important in
marketing
...
It is the result of positive associations and
perceptions that customers have about a brand
...
Strong brand equity can also provide a competitive advantage in
the market
...
Describe the three stages of the marketing research process and explain
the importance of each stage
...
Problem Definition and Planning**: This stage involves clearly
defining the research problem, objectives, and scope
...

- **2
...
Once collected, the data is analyzed to draw meaningful
insights and conclusions
...
Interpretation and Reporting**: The final stage involves interpreting
the research findings and presenting them in a clear and actionable manner
...

**Each stage is important because it contributes to the overall success of
the marketing research process
...
**
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5

**Section C: Essay Questions** (15 marks each)
8
...

Provide examples and explain how businesses can adapt to this changing
landscape
...
One major impact is the shift from offline to online
platforms for advertising and customer engagement
...
*
*Traditional marketing channels often had limited reach and were less
targeted compared to digital marketing
...
For example, through Facebook Ads, businesses can
target specific age groups, interests, and locations with their ads
...
For
instance, social media platforms provide insights into engagement metrics,
allowing businesses to refine their content and approach
...
This may include creating engaging website content,
optimizing for search engines (SEO), and leveraging social media platforms
...
*
--**Section D: Case Study** (20 marks)
9
...

*Case Study: XYZ Corporation is a leading smartphone manufacturer facing
declining sales in recent quarters
...
The company is considering launching a new flagship
smartphone to reverse this trend
...

b) Suggest a pricing strategy for the new flagship smartphone and provide
reasons for your choice
...
**Market Research**: XYZ Corporation should conduct market research
to understand customer needs and preferences, assess the competition, and
identify market trends
...
**Segmentation and Targeting**: Based on the research, they should
segment the market and select target customer segments for their new
smartphone
...
**Product Development**: Develop the new flagship smartphone with
features and specifications that align with the identified customer needs and
preferences
...
**Positioning**: Determine how the smartphone will be positioned in
the market compared to competitors
...
**Pricing Strategy**: Decide on the pricing strategy, considering factors
like production costs, competitor pricing, and perceived value
...
**Promotion**: Create a marketing and advertising strategy to promote
the new smartphone
...

7
...

8
...

b) **Pricing Strategy for the New Flagship Smartphone:**

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I would recommend XYZ Corporation to use a "Skimming Pricing Strategy"
for the new flagship smartphone
...

Here are the reasons for this choice:
- **High
-Quality Perceptions**: A skimming strategy can convey a sense of high
quality and exclusivity, aligning with the flagship smartphone's premium
features
...

- **Covering Development Costs**: This strategy can help recoup the
substantial development and marketing costs associated with launching a
flagship product
...

However, it's crucial for XYZ Corporation to have a clear plan for gradually
reducing the price to make the smartphone more accessible to a broader
market segment as time goes on
...

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PAPER # 2
Q1
...
(4
marks)
A1
...

They are the elements that a marketer can control and adjust to create a
desired value proposition for the target market
...
Price refers to the amount of money that customers have to pay
to obtain the product
...

Promotion refers to the communication activities that inform, persuade and
remind customers about the product and its value
...
What is market segmentation? Why is it important for marketers? (4
marks)
A2
...
It is important for marketers because it helps them to identify
and target the most profitable and attractive segments, design products and
services that meet their specific needs and wants, and develop effective
marketing strategies and programs for each segment
...
What are the three levels of product? Give an example of each level for
a smartphone
...
The three levels of product are core product, actual product and
augmented product
...
For a smartphone, the core product is
communication
...
For a smartphone, the actual
product includes the design, size, color, screen, camera, processor, memory,
battery, etc
...
For a
smartphone, the augmented product includes the warranty, customer
service, software updates, accessories, apps, etc
...
What are the five stages of consumer decision making process? Explain
each stage briefly
...
The five stages of consumer decision making process are problem
recognition, information search, evaluation of alternatives, purchase
decision and post-purchase behavior
...

- Information search occurs when the consumer seeks relevant information
from internal (memory) and external (friends, family, media, internet, etc
...

- Evaluation of alternatives occurs when the consumer compares and
contrasts the different solutions based on various criteria such as features,
benefits, price, quality, etc
...

- Purchase decision occurs when the consumer chooses one solution among
the alternatives and decides to buy it
...

Q5
...
(6 marks)
A5
...

- Complex buying behavior occurs when the consumer is highly involved in
the purchase decision and perceives significant differences among the
alternatives
...
For example, buying a car or a laptop
...
The consumer may experience post-purchase dissonance or
doubt after making a purchase
...

- Habitual buying behavior occurs when the consumer is lowly involved in
the purchase decision and perceives little differences among the
alternatives
...
For example,
buying salt or toothpaste
...
The consumer likes to try different brands or
products for variety or novelty rather than loyalty or satisfaction
...


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PAPER # 3

Exam Paper for Marketing Principles in BBA
Part A: Multiple Choice Questions (1 mark each)
1
...
The marketing mix is a set of four controllable elements that a company uses to
achieve its marketing goals
...
Which of the following is NOT a type of market segmentation?
(a) Demographic segmentation (b) Geographic segmentation (c) Psychographic
segmentation (d) Behavioral segmentation (e) Product segmentation
Answer: (e)
4
...
Which of the following is NOT a type of promotional mix?

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(a) Advertising (b) Public relations (c) Sales promotion (d) Direct marketing (e) Personal
selling
Answer: (c)
Part B: Short Answer Questions (5 marks each)
1
...

2
...

3
...

4
...

5
...

Answers:
1
...

2
...
The four stages of the product life
cycle are:
o

Introduction: The product is new to the market and sales are low
...


o

Maturity: The product reaches its peak sales and market share
...


3
...


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o

Geographic segmentation: Dividing the market into groups based on
geographic variables such as country, region, city, and climate
...


o

Behavioral segmentation: Dividing the market into groups based on
behavioral variables such as purchase history, product usage, and brand
loyalty
...
The different pricing strategies are:
o

Cost-based pricing: Setting prices based on the cost of producing and
selling the product
...


o

Competition-based pricing: Setting prices based on the prices of
competing products
...
The different types of promotional mix are:
o

Advertising: Paid communication that promotes a product or service
...


o

Sales promotion: Short-term incentives to encourage purchase
...


o

Personal selling: One-on-one interaction with customers
...
Discuss the factors that influence consumer behavior
...
Explain the different marketing strategies that a company can use to compete in
the market
...
Analyze the marketing mix of a company that you are familiar with
...
The factors that influence consumer behavior are:

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o

Cultural factors: The consumer's culture, subculture, and social class
...


o

Personal factors: The consumer's age, occupation, income, lifestyle, and
personality
...


2
...


o

Cost leadership: Producing products or services at a lower cost than
competitors
...


o

Innovation

PAPER # 4
Section A (Short Answer Questions)
1
...

2
...

3
...

4
...

5
...

Section B (Long Answer Questions)
6
...
(10 marks) Answer:
The factors that influence consumer buying behavior include:
 Personal factors: These include the consumer's age, gender, income, education,
occupation, lifestyle, and values
...

Social factors: These include the consumer's culture, reference groups, and

family
...

7
...
(10 marks) Answer: The
different types of marketing strategies include:
 Market penetration: This strategy focuses on increasing sales to existing
customers in existing markets
...



17

Product development: This strategy focuses on developing new products to sell
to existing customers
...

8
...
(10 marks) Answer: The
process of developing a new product typically involves the following steps:
9
...




10
...

11
...

12
...

13
...

14
...

15
...

Section C (Case Study)
Case Study:
Company A is a leading manufacturer of smartphones
...
The A10 is a high-end smartphone with a
number of advanced features
...
What are the different marketing strategies that Company A could use to launch
the A10 smartphone? (10 marks) Answer: Company A could use a variety of
marketing strategies to launch the A10 smartphone, including:
 Product development: The company could develop a marketing strategy that
focuses on the advanced features of the A10 smartphone
...

 Promotion: The company could develop a marketing strategy that focuses on
promoting the A10 smartphone to consumers
...
What are the different challenges that Company A could face when launching the
A10 smartphone? (10 marks) Answer: Company A could face a number of
challenges when launching the A10 smartphone, including:

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




Competition: The smartphone market is highly competitive, and Company A
would need to differentiate the A10 smartphone from its competitors
...

Distribution: The company would need to ensure that the A10 smartphone is
available to consumers in the markets where it is being launched
...
Company A could use a variety of marketing strategies to launch the A10
smartphone, including:


Product development: The company could develop a marketing strategy that
focuses on the advanced features of the A10 smartphone
...
What is marketing? (2 marks) Answer: Marketing is the process of creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large
...
What are the four marketing mix elements? (2 marks) Answer: The four
marketing mix elements are product, price, place, and promotion
...
What are the three types of market segmentation? (3 marks) Answer: The three
types of market segmentation are demographic, psychographic, and behavioral
segmentation
...
What is the difference between advertising and public relations? (3 marks)
Answer: Advertising is a paid form of promotion, while public relations is a free
form of promotion that involves building and maintaining relationships with the
media and other stakeholders
...
What are the four stages of the product life cycle? (4 marks) Answer: The four
stages of the product life cycle are introduction, growth, maturity, and decline
...
Explain the factors that influence consumer buying behavior
...

Psychological factors: These include the consumer's motivation, perception,
learning, and attitudes
...

 Cultural factors: These include the consumer's social class, subculture, and
religion
...
Discuss the different types of marketing strategies
...

Market development: This strategy focuses on entering new markets with
existing products
...

 Diversification: This strategy focuses on developing new products to sell to new
customers
...
Explain the process of developing a new product
...
Idea generation: This step involves coming up with new product ideas
...
Idea screening: This step involves evaluating the product ideas to determine
which ones are worth pursuing further
...
Concept development: This step involves developing the product ideas into more
detailed concepts
...
Business analysis: This step involves evaluating the financial feasibility of the
product concepts
...
Product development: This step involves developing the product prototype
...
Test marketing: This step involves testing the product prototype with a small
group of consumers
...
Commercialization: This step involves launching the product into the market
...
The company is planning to
launch a new smartphone model, the A10
...

Questions:

20

1
...

Market development: The company could develop a marketing strategy that
focuses on entering new markets with the A10 smartphone
...

2
...

Pricing: The company would need to price the A10 smartphone competitively
...

Answers to Section C
1
...
For example, the
company could create

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KEYWORDS:
1
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BBA Exam Paper
3
...
Marketing Study Material
5
...
Marketing Test
7
...
BBA Course Material
9
...
Marketing Principles Answers
11
...
Marketing Practice Questions
13
...
BBA Study Aid
15
...
BBA Marketing Resources
17
...
BBA Marketing Exam Paper
19
...
BBA Marketing Study Guide
21
...
BBA Marketing Practice Test
23
...
BBA Marketing Revision Material

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