Principles of Marketing Midterm Unknown Question Paper

Faculty of Business and Entrepreneurship Mid-Term Examination, Spring - 2026 Course Code: 0414-124, Course Title: Principles of Marketing Batch: 69 (A, B, C, D, E), Teacher initials: DYS, Robiul, RIR, HS Time: 1.5 Hrs Marks: 25 Answer ALL Questions Question 1 (CLO 1 Level II) 5 Marks Explain the impact of micro-environmental marketing forces on an e-commerce business like Daraz. Question 2 (CLO 2 Level III) 5+5=10 Marks Scenario: FreshLife Ltd., a Bangladeshi company, has three business units operating in Bangladesh: 1. FreshLife Juice - A packaged fruit juice brand sold in Bangladesh. The juice market is growing very fast because more people prefer healthy drinks. However, FreshLife Juice has a small market share compared to Pran and Frutika. 2. FreshLife Rice - A well-known packaged rice brand sold across Bangladesh. It has a strong market share and loyal customers. However, the rice market is stable and not growing much. 3. FreshLife Electronics - A small home appliance brand (fans and blenders) recently introduced in Bangladesh. Sales are low, and the market growth is also slow because many strong competitors already exist. In addition, the company is considering the following growth plans: • Plan 1: Introde proein ofed gic te Ming in by tadang tadein more customers. • Plan 3: Start exporting FreshLife Juice to Nepal. • Plan 4: Launch a new organic snack product in Nepal. (a) Apply the Boston Consulting Group (BCG) Matrix to break down each business unit (FreshLife Juice, FreshLife Rice, and FreshLife Electronics) as a Star, Cash Cow, Question Mark, or Dog. For each classification, choose one strategic action (e.g., invest, harvest, divest, or build) to manage the unit effectively. (b) Construct a 2 × 2 Product-Market Expansion Grid (Ansoff Matrix) and place each of the four plans (Plan 1-4) into the correct strategy category displaying proper reasoning behind the placements. Question 3 (CLO 3 Level IV) 5 Marks Analyze the five different competing marketing orientations that a business organization can adopt to drive its marketing strategy. Question 4 (CLO 3 Level IV) 5 Marks Analyze the four major categories of factors influencing consumer buyer behavior by providing appropriate examples to illustrate the impact of each category.