Fundamentals Of Marketing TU Board 2017 question paper

What is green marketing?

State the features of marketing environment.

Point out the approaches of pricing.

Distinguish between reactive and proactive marketing.

State the components of marketing mix.

State the organizational buying process.

What is branding?

Write any four functions of packaging.

Write the components of physical distribution function.

Differentiate the advertising and publicity.

State and explain the techniques of sales promotions.

Explain the components of holistic marketing concept.

Explain the product lifecycle strategies in the maturity and decline stages.

Explain the different components of marketing information system.

State and explain the factors to be considered in the selection of distribution channel.

What are segmentation variables of organizational market? Explain.

Read the following case carefully and answer the questions given below: The most popular name when it comes to shopping malls in Nepal has been that super market. Min Bahadur Gurung gets all the credit for bringing us an international standard one-stop shopping centre. And behind this mega successful store lies a history that tells us how one can start from a scratch and reach heights of success if the right ambition and determination is there. It all happened in 1984 when Gurung, who originally hailed from Khotang, decided to open a small cold store in order to earn living. He was doing a job in Nepal Bank. He thought of opening a store that his wife could look after. Bhat-Bhateni cold store started in a small rented room. The shop was opened in this particular locality after much research as it was posh area with lots of embassies and residence. Gurung at one point visited Hong Kong and decided to bring grocery stores like the ones there to Nepal at affordable prices for all people. From then till now, Bhat-Bhateni Superstore has become the largest taxpayer in the retail sector in Nepal. Bhat-Bhateni Supermarket and Departmental Store has now become a brand of its own with an excellent reputation. It now occupies four floors with a wide range of products and services. In the main building, the ground floor has grocery items, cosmetics and toiletries while the first floor has kitchenware and electronics. The second floor has exclusive readymade garments for men, women and kids whereas the third floor has an assortment of sarees, shoes, luggage and blankets. On the premises of Supermarket there are other stores like a jewelry store, a perfume and watch store, bakery, an ice-cream parlor, cyber cafe, laundry store, fresh vegetable store and other store for flowers and gift items. It makes sure that every single product in the store is of optimum quality and has the best price. Its mantra is "Customer is God" and its basic marketing strategy is customer satisfaction. This policy is the major factor behind its success. Bhat-Bhateni Supermarket introduces discounts and schemes time and again to keep customer happy and satisfied. Through marketing policy, the message put across is that the products have excellent quality and 100 percent guarantee on prices. Bhat-Bhateni Supermarket caters to customers from all segments of society, be it expatriates, locals and tourists and believes in giving the best customer service possible. This store in fact was the first to have an elevator and plans to introduce many new ideas in the upcoming projects. The store has a team of people who select the best products from all over the world and make sure that only the best is found in the store. Gurung has opened many branches in Kathmandu with bigger parking space with more than 100,000 square feet area and one branch in Pokhara. It has plan to open branches in others parts of Nepal. Bhat-Bhateni Supermarket has certainly proved to be a dream worth lived and a small worth the money spent. With the best in quality and the best in pricing, Bhat-Bhateni Supermarket is certainly the pioneer shopping mall of the country. Questions:

• a) Explain the product mix of Bhat-Bhateni store.
• b) What factors are responsible for the success of Bhat-Bhateni store? Explain.
• c) What are the strengths and weaknesses of Bhat-Bhateni store? Explain.
• d) What future course should Mr. Gurung take for Bhat-Bhateni store? Mention.