National College of Computer Studies

(NCCS-College of IT & Management) Full Marks: 100

Pass Marks: 50
Pre-Board Examination (2024) Time: 3 Hours
BIM/Fifth
Set A Semester/MKT 201: Fundamentals of Marketing
Candidates are required to answer the questions in their own words as far as practicable

Group “A”
Brief Answers Questions: [102=20]
1. Define marketing.
2. What is brand equity?
3. List out any key features of marketing information system.
4. Distinguish between low-involvement and high-involvement product.
5. What is market segmentation?
6. What do you mean by product in marketing?
7. What is brand equity?
8. Show the difference between price and pricing.
9. What is distribution?
10. Why is promotion important in marketing?

Group “B”
Short Answer Questions: (answer any six questions) [65=30]
11. Explain the marketing challenges of the 21st century and form's responses to these challenges.
12. What do you know about technological environment? Describe the components of technological
environment with suitable examples.
13. Describe new product development process.
14. Explain five popular pricing strategies adopted by Nepalese companies.
15. Describe the features and strategy appropriate to introduction stage of the product life cycle.
16. What is market segmentation? Explain market segmentation as a customer oriented philosophy? Explain.
17. What is channel of distribution? Discuss the factors affecting the selection of a proper channel of
distribution with suitable example.

Group “C”
Long Answer Questions: (answer any Three question) [310=30]
18. What is societal marketing? How far is this concept relevant in Nepal? Explain.
19. What is sales promotion? Explain in detail the sales promotional tools
20. What is product positioning? Explain the process of product positioning.
21. Describe the component of marketing mix.

Group “D”
Comprehensive Answer / Case / Situation Analysis Questions: [45=20]
22. Read the following case carefully and answer the questions that follows:
The manufacturing unit of Royal Drug Research Laboratory established in 1964 was converted into Nepal
Drug Limited (NDL) after the second Jan-Aandolan. At the time of establishment, the authorized capital
was Rs 1 crore and 50 lakhs. At present, this capital has exceeded Rs 15 crores. From the period of its
establishment, the factory was under the control and supervision of the Ministry of Forest but afterward,
it has been running under the Ministry of Industry. The head office of NDL locates at Babar Mahal in
Kathmandu. It distributes more than 100 types of medicine in almost all zones, mostly through stockiest.
It also directly supplies needed medicines to Health Service Department, different hospitals, health posts
and to many other Government organizations as well as NGOs. It has also set up some depots in mid-
western development region and many remote parts for distribution purpose. Most of the raw materials
are imported from South Asian Countries.
Considering competitive market position and accepting demands of different sectors, NDL is trying to
expand its production ten times than the present production to fulfill the 80% need of the country's
demand.
In spite of such a pious effort, NDL faced many problems during the last 10 years. Most of the problems
rounded around employment and remuneration which are posed by the political instability. As a result,
the factory failed to meet even 50% of the country's demand. The local markets are dominated by legally
or illegally imported drugs.
In course of distribution, the factory has been facing a lot of problems such as political anarchy and
vandalism, insecurity in distribution routes, channel members' conflicts, management conflicts, free
move across border for foreign drugs, unstable government policies, strong private sector and so on.
Because of such problems, NDL is suffering from cumulative losses and the government is considering
to put it into the privatization process.
Questions:
a) What are the major issues in the above case?
b) Critically evaluate the distribution strategies of NDL.
c) What made the company suffer from cumulative losses? Among them which factor is dominant for
such losses?
d) Do you think the government converting NDL into private ownership is a right option? Justify your
answer.

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 National College of Computer Studies
(NCCS-College of IT & Management) Full Marks: 100
Pass Marks: 50
Pre-Board Examination (2024) Time: 3 Hours
Set B BIM/Fifth Semester/MKT 201: Fundamentals of Marketing
Candidates are required to answer the questions in their own words as far as practicable

Group “A”
Brief Answers Questions: [102=20]
1. How marketing is defined in modern days?
2. Name four requirements of market segmentation.
3. What are the sources of information for consumers?
4. Define ethical values in business.
5. Define promotion.
6. What are the components of internal environment?
7. Name three modern marketing concepts.
8. What are the components of MIS?
9. Name five variables to segment the industrial market.
10. Differentiate consumer and customer.

Group “B”
Short Answer Questions: (answer any six questions) [65=30]
11. “Marketing is creating, communicating and delivering value for customer satisfaction." Elaborate.
12. What is market segmentation? Explain the bases for consumer market segmentation.
13. Show your acquaintance with the term shopping product and also explain the marketing considerations
required to sell such products effectively in the Nepalese market.
14. Explain the internal environment of marketing in modern day with its component.
15. Give the meaning of pricing and also discuss the factors affecting pricing with suitable examples.
16. What is marketing intelligence system? Why is marketing information system is important.
17. Explain the promotion mix component.

Group “C”
Long Answer Questions: (answer any Three question) [310=30]
18. What is the product life cycle? Discuss the marketing strategies suitable for various stages of the
product life cycle.
19. Explain advertising with its features. Explain the types of advertising.
20. What is market, marketing and marketing concept.
21. What is distribution? Explain it’s types and explain in detail channel selection factor?

Group “D”
Comprehensive Answer / Case / Situation Analysis Questions: [45=20]
22. Read the following case carefully and answer the questions that follows:
Macberry's is an example of a global company that needs to have many strategies in place in order to
sustain a global competitive advantage. Prior to describing the global pricing strategy of Macberry's, it
would be wise to briefly discuss their structure and organization. Most of Macberry's restaurants are
owned and operated by franchisees. This means that Macberry 's makes most of its money through
royalties, franchisee fees and rent. There are Macberry's owned and operated stores as well. Quality
control is a huge issue for global franchises especially when there is a great distance between the home
company and the foreign franchise. Macberry's found a way to combat this issue by setting up many
regional Macherry's that are in charge of ceriain markets. Macberry's has a very standardized menu that
facilitates low costs.
There are Macberry's locations in over 90 countries and most of them have the Large Mac on their menu.
The price of each large Mac is not the same in every country. For example, a Large Mac in France in
2020 was around 8 US dollars and in Thailand for the same time period a Large Mac was around 4 US
dollars. There are many factors that play a role in global pricing strategies. The factors affecting
Macberry's global pricing strategy include exchange rate differences, government regulations, the
economic climate and the cost of living to name a few. This is vital to their strategy because they are
actually in the market where they are selling products and have much better insight about their markets
than an executive back in the United States, who may not know specifics about foreign
Questions:
a) Explain the type of pricing policy being followed by Macberry's.
b) What could be the possible reasons for adopting such a policy by Macherry's? Discuss.
c) Do you think this type of pricing policy is effective globally? Explain.
d) "Macberry's is able to sustain a competitive advantage in the global market because they have an
extremely viable global pricing strategy." Give your argument.

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