Birla Institute of Technology & Science, Pilani

Work-Integrated Learning Programmes Division

Second Semester 2016-2017

Mid-Semester Test
(EC-2 Regular)

Course No. : BA ZC411

Course Title : MARKETING
Nature of Exam : Closed Book
Weightage : 30% No. of Pages =1
Duration : 2 Hours No. of Questions = 2
Date of Exam : 25/02/2017 (AN)
Note:
1. Please follow all the Instructions to Candidates given on the cover page of the answer book.
2. All parts of a question should be answered consecutively. Each answer should start from a fresh page.
3. Assumptions made if any, should be stated clearly at the beginning of your answer.

Q.1. Answer in brief:

(a) Explain what happens in a SWOT analysis during the strategic planning
process. [2]
(b) As part of the buyer selection process, buying centers must decide how many
suppliers to use. What might motivate a buyer to use multiple sources? [2]
(c) Abraham Maslow sought to explain why people are driven by particular needs
at particular times. Describe Maslow's hierarchy of needs. How does Maslow's
theory help marketers? [2]
(d) Suppose 100 million people consume black tea every year, and an average
consumer consumes 8 kgs of tea at an average price of $3 per kg. Compute the
total market potential for tea. [2]
(e) Explain the difference between a belief and an attitude. [2]
(f) Explain customer-perceived value. [2]

Q.2. Give detailed answers:

(a) During the planning process, if there is a gap between future desired sales and
projected sales, corporate management will need to develop or acquire new
businesses to fill it. Identify and describe the three strategies that can be used to
fill the strategic gap. [3]
(b) What is a reference group? Describe three different types of reference groups
that can have an impact on a consumer's purchasing behavior. [3]
(c) What technique is used for customer profitability analysis? [3]
(d) Identify and define the traditional four Ps. Also identify the new four Ps and the
reason for developing the new interpretation. [4]
(e) Consumers often have many needs that are not readily obvious. Just observing
their behavior inside a retail store is not enough to get a true understanding of
their "needs." List and briefly describe the five types of needs that most
consumers have. [5]

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