Principles of Marketing

Daffodil International University Faculty of Science & Information Technology Department of Information Technology and Management Midterm Examination, Spring 2025 Course Code: ITM- 103 Course Title: Principles of Marketing; Time: 1:30 Hrs. Marks: 25 Instructions You may answer the questions (1,2 or 3) randomly, but the sections (a, b and c) should be answered sequentially 1 Marketing concepts. [Marks -8] a) Define Customer satisfaction 1 CLO 2 L 5 b) Explain Product concept , production concept , Selling concept and Marketing concept 2 c) Explain any 3 types of demands and add 1 example each 3 d) Plot :Microsoft is confused with the users of Microsoft Office application in PCs, Are they Strangers or Butterflies or True friends or Barnacles ? 2 Requirement: Diagnose and Figure out what type of customer are Microsoft Office users ? Recommend How will you deal/ manage them to make a profit? 2 Market and Marketer View Point. [Marks -8] a) Define Strategic Planning 1 CLO 1 L 5 b) Draw Product/market expansion grid 1 c) Plot: Suppose you got a job at Apple. Co. marketing team, you want to use BCG growth matrix .Here are some products list you will place in BCG growth matrix. 3 i) Apple Phone ii) Apple Vision pro iii) Apple Ear buds x) Apple Newton MessagePad (Shown in Solution) Sosution guideline : x) Apple Newton MessagePad is dog category. So, It can divest the SBU by selling it or phasing it out and using the resources elsewhere. Requirement : Diagnose and Figure out place in BCG Matrix. Recommend Strategic use of BCG Growth-Share matrix d) Explain: Any 3 (three) 3 i Market segment ii Physical Evidence (Marketing Mix) iiiThreat (SWOT) iv Business portfolio 3 Understating Cunsumer [Marks -9] a) List down the Stages of Buyer Decistion process 1 b) Explain 4 Types of buying Behavior with example 4 c) Explain; Any 3 (three) 3 CLO 3 L 5 i Word of moth influencer, ii Late main stream, iii Relative advantage, iv post purcher behavior d) Summarize how Buyer behavior is unpredictable 1