BRAC University

Fall Semester 2020, MKT 201: PRINCIPLES OF MARKETING

FINAL EXAMINATION, Time: 3hours, Marks: 30

Instructions:

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submitting. So be cautious about it
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has been uploaded in buX under Final Exam Announcement section
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 If you have any emergency (emergency does not mean you don't understand any
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 Brac University Student Honor Code

On this exam, I will not cheat, use unfair means, join intentionally or unintentionally any online
or offline group in which exam answers are posted or discussed, or engage in any behavior that
would commonly be deemed to be academically unethical. I will immediately notify the course
teacher of any such activity or online or offline groups that I become aware of. I acknowledge
that I may be suspended or expelled from Brac University if I am found to have engaged in any
academically unethical behavior.

I understand that a certain percentage of students will be randomly selected for a viva after the
exam and asked about their exam answers and related information and that if called for a viva,
that I must appear for the viva within a designated time frame. I understand and accept that the
viva may be scheduled at any point in time after I submit my answers online. I may be
contacted at the email address listed below for a viva. I understand that a failure to appear for
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I consent to video/audio recording of these viva sessions. I further recognize that non-
compliance with the above may lead to further disciplinary actions that I will be ready to accept
without complaint.

_____________Tasnim_________________________

Digital Signature

___________06/01/2021___________________________

Date

[email protected]___________________________
_

Contact Email for Viva

_________01875602101_____________________________

Contact Phone Number where I can be Reached by SMS

MKT 201 FINAL EXAM- FALL 2020

PRINCIPLES OF MARKETING (MKT201)

Section:01
FALL 2020

Submitted by
Md Tasnim Bin Salahuddin
ID: 19101102

Submitted to
Instructor’s Name: Rahma Akhter
Designation: LECTURER

BRAC Business School

BRAC University
Date of Submission :6TH January,2021.
  ANSWER ALL THE QUESTIONS.
 EACH FOR 10 MARKS.
 MAINTAIN SEQUENCE.

1. A. What is psychological pricing and how is it used by sellers? Give an example of a

Bangladeshi product to explain. (4)

B. According to a Nielson Global Survey, consumers are more likely to support

companies that they perceive as socially responsible. Find two examples of
advertisements that incorporate socially responsible marketing messages in Bangladesh.
Do these advertisements increase your likelihood of buying from the company
sponsoring them?(6)

2. A, Describe Style, Fashion and Fad with support of Bangladeshi context-based

example. (4)
B.Identify the type of consumer product and also explain the marketing
considerations to be

made for each of the consumer product mentioned below [give two points for each].
(i) Surgical Facemask; (ii) Toyota Axio car; (iii) Tag Heuer watch; (iv) Pragati life
insurance limited(6)

3. A. Define intensive, selective and exclusive distributions. Marketers use different

distribution strategies for different types of products - explain with examples. (4)
B.Bangladeshi consumers were not very likely to stay at home, but now according to
a survey, 30% of Bangladeshi spend their time at home and order their products
online. We reviewed the market research in Bangladesh from various national
newspapers like Prothom-Alo and The Daily Star.
Analyze the basic characteristics affecting the consumers of Bangladesh. Use the
diagram as reference. (6)

ALL THE BEST 

 2.A, Describe Style, Fashion and Fad with support of Bangladeshi context-based
example. (4)
B.Identify the type of consumer product and also explain the marketing
considerations to be

made for each of the consumer product mentioned below [give two points for each].
(i) Surgical Facemask; (ii) Toyota Axio car; (iii) Tag Heuer watch; (iv) Pragati life
insurance limited(6)

Answer to the question no 02 (A)

Style: Style is a basic and particular mode of expression appearing in a field of human
venture. It appears in home, clothing. A style can last for generations and go in and out of
fashion. It has social, political and economic influence. An example of style is Suspender. In
1830’s suspenders, were main fashion item for man and woman. Suspender is a pair of straps
that pass over the shoulders and fasten to the waistband of a pair of trousers or a skirt at the front
and back to hold it up; braces. But now recently we can see Bangladeshi mainly men’s prefer to
were this suspenders with formal attire and this suspenders also available in shops like Yellow,
Ectasy etc. By this we can say that suspender style has a cycle showing several periods of
renewed interest.

Fashion: It is a style that is popular during a given period of time. An example of fashion is
Gents-Kurta. It had huge popularity among young generations for past few years. Bollywood
superstar Sharukh khan boosts this popularity by wearing this Kurta in his movies. It remains
popular for few years but now it’s popularity in declining rate. It was widely uses in Bangladesh
few years back.

Fad: Fad is basically the shortest life cycle. It attracts only a limited following who are searching
for excitement or want to distinguish themselves from others. It has no social, political influence.
An example of fad is choker. It was very popular product among girls in 2016-2017 almost
maximum young generation were hyped about this product. But recently this hyped decreases. It
is barely exist in market now.
 Answer to the question no 02(B)

(i) Surgical Facemask: Surgical facemask is a convenience type of consumer product.

Because surgical mask is that type of product that customer usually buys frequently,
immediately and with a minimum comparison and buying effort. Normally this types
of products are low in price. It has a widespread distribution and available in all
locations.
(ii) Toyota Axio car: Toyota Axio car is under shopping product because it is a
consumer product that customer compares carefully on quality, price and style before
purchasing. This types of products are expensive. It has selective distribution and
fewer outlets.
(iii) Tag Heuer watch: Tag Heuer watch is under specialty product because it is a type of
product with unique characteristics or brand identification for which a significant
group of buyers is willing to make a special purchase effort. This types of products
are very expensive and special. They targeted promotion very carefully.
(iv) Progati Life insurance limited: Progati life insurance falls under unsought product
because it is a type of products or services that consumer doesn’t know about or
knows about but doesn’t normally think of buying. It has aggressive advertising and
personal selling. It price varies basically.

3.A. Define intensive, selective and exclusive distributions. Marketers use different
distribution strategies for different types of products - explain with examples. (4)

B.Bangladeshi consumers were not very likely to stay at home, but now according to
a survey, 30% of Bangladeshi spend their time at home and order their products
online. We reviewed the market research in Bangladesh from various national
newspapers like Prothom-Alo and The Daily Star.
Analyze the basic characteristics affecting the consumers of Bangladesh. Use the
diagram as reference. (6)
 Answer to the question no 03(A)

Intensive Distribution: It is a kind of marketing strategy which organization or company tries to

sell its goods and stuff from a small vendor to huge store. In growth stage as a marketer you have
to give not only products but also give products extension, service and warranty. And your price
should be lower than your competitors. As you are in growth stage, everyone know about your
product and they want to get your product. As a marketer you need to make sure that your
product is available in everywhere because the demand of your product is already increase.

Selective Distribution: It is a type of distribution strategy which lies and operates between
intensive and exclusive distribution. It involves using more than one but lesser than all the
intermediaries and distributors who carry the company’s products on a basis of a company
specific set of rules. When companies are in introduction stage they follow this distribution
strategy. You will not distribute your product everywhere. You have to identify that some places
or outlets where your product need to be available.

Exclusive Distribution: It is a distribution strategy where by a producer sells its products or

services in only one retail outlet in a specific geographical area. Foreign example : Rolex
watches wants a distributer in region A. Rolex knows that it can not have show rooms
everywhere in region A because it will compound the brand equity. So Rolex appoints an
exclusive distributor for region A. This exclusive distributor starts his own exclusive Rolex
shops and also sells the brand through only the cream outlets of region A.

Answer to the question no 03(B)

Some basic characteristics which affecting the consumers are Cultural, Social, Personal and
Psychological factors. As according to survey 30% of Bangladeshi spend their time at home and
order their products online so it will fall under some of the factors. First of all, buying product
from market was a normal culture in Bangladesh. As days goes on, everything got digitalized
and people started buying products from online. It falls under Cultural(Social Class) factors.
Middle class and higher class people now buy most of the things from online as it is very easy to
buy and it save the transportation cost and also save energy , time. So, these things falls under
Social(Roles and status) factors. These online shopping is helping consumers to divert their mind
from physical buying to online buying. They have influenced by these online shopping and now
willing to buy stuffs continuously. Personal factor is another factor which is affecting consumer
to buy product from online. Many young age people are know about online sites and they tells
this to the elder ones and thus the online marketing is increasing. Economic situation also push
the customers to buy things from online. And lastly, psychological factors also play the role of
affecting consumer to buy product from online. The more you educated the more you know
about online things.

1. A. What is psychological pricing and how is it used by sellers? Give an example of a

Bangladeshi product to explain. (4)

B. According to a Nielson Global Survey, consumers are more likely to support

companies that they perceive as socially responsible. Find two examples of
advertisements that incorporate socially responsible marketing messages in Bangladesh.
Do these advertisements increase your likelihood of buying from the company
sponsoring them?(6)

Answer to the question no 1(A)

Psychological pricing is a pricing strategy that utilizes specific techniques to form a

psychological or subconscious impact on consumers. It implies sale tactics with price. Sellers use
it by setting prices lower than a whole number. Customer will read the slightly lower price and
treat it lower than the actual price.

For example, Bangladeshi clothing brand Yellow offers 50% flat discounts in every winter. By
seeing this offer, customers get attracted and go there and they buy those offered clothes. After
buying , they realize that the thing they purchase was unnecessary. And that’s how they get
victimized by sellers. Sellers use this trick to make them purchase clothes.

Answer to the question no 1(B)

Two examples of advertisements that incorporate socially responsible marketing messages in

Bangladesh are “Sopno Jabe Bari” by Grameenphone and Crown Cement export TVC. These
advertisements incorporate socially responsible marketing messages. Crown Cement
advertisement represents those Bangladeshi workers who lives in abroad and works hard every
single day for their family and for our econoy. Gramen phone AD also shows emotional appeal
to the family members. There we saw that everyone who work hard for their family, sends
money for them and during eid time they go to their villages. These two AD gives us the social
messages. These advertisements increase our likelihood of buying from the company sponsoring
them.