Fundamentals Of Marketing TU Board 2018 question paper

What is relationship marketing?

Differentiate between proactive and reactive marketing.

Mention the process of marketing research.

Point out any four factors influencing consumer buying decision.

Mention the process of market segmentation.

What is brand equity?

What are the characteristics of service product?

What is market penetration pricing?

List down any four channel selection factors.

Mention the methods of direct marketing.

State and explain the components of marketing mix.

Explain the global consumer movements and consumer protection.

Explain new product development process.

Briefly explain any two pricing approaches.

Describe the channel structure for consumer products.

Explain the objectives of public relations.

Read the following case carefully and answer the questions given below. With the rise of modern, individualistic and sophisticated life, Nepalese people started to search instantly usable product to save their time and effort. Instant product development is one of the challenges to the Nepalese industries. Nepal's instant noodles production began in the early 1980s when Pokhara-based Gandaki Noodles stepped into a virgin market with Rara. But it is the entry of big business houses like Chaudhary (with Wai Wai) and Khetan (Mayos) that has changed the face of this Rs. 1250 million market. For years Wai Wai remained ahead despite a premium of Rs. 11 per packet it charged, while the rest sold at lower prices. But with Mayos, the scenario has changed. For the first time, Wai Wai faced a competitor that is confident of selling at the same price. Retaining control is a matter of pride for the Chaudhary Group, having dominated the market share for so long with a 50 percent share. In fact, it is believed that a large part of the Chaudhary Group's revenue comes from Wai Wai. The Chaudhary Group then planned to expand its sales throughout the India to corner a 33 percent share of India's 13000 tone annual market. However, a new Indian rule requiring quality certification of each consignment had posed a problem for noodle exports. Despite a 20 percent annual growth rate, the noodles industry still runs on credit. Wholesalers thus play an important role in a pushing business. Those who can provide the maximum credit to the sellers can only have the big market. Questions:

• a) Assess the position of Instant noodle market in Nepal.
• b) Explain the product expansion strategy of Chaudhary Group.
• c) Which product expansion strategy is applicable in Chaudhary Group? Justify.
• d) What sort of brand positioning do you think would be appropriate for Wai Wai noodles? Explain.