BBA/B.Com Principles of Marketing JUNE 2026

Description

Principles of Marketing

Jun 2026 Examination

 

 

 

Q1. A smartphone manufacturer operates in a saturated market with little price differentiation. Research shows consumers value distinctive features such as advanced cameras, eco-friendly materials, and personalized interfaces. The firm wants to differentiate its new model to build loyalty and avoid price competition. Using product differentiation strategies and criteria for effective differentiation, explain how the company should differentiate its new smartphone model to create customer loyalty and reduce price sensitivity. (10 Marks)

Ans 1.

Introduction

Product differentiation is the process of distinguishing a company’s product from competing offerings in ways that are meaningful, perceived as valuable by the target customer, and difficult for competitors to replicate quickly. In a saturated smartphone market where technical specifications have converged and price points cluster closely across brands, differentiation on features, materials, and user experience is the most reliable strategy for building customer loyalty and reducing price sensitivity. Philip Kotler’s criteria for effective differentiation specify that a differentiating attribute must be important to the buyer, distinctive from what competitors offer, superior in the

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Q2 (A). A consumer electronics firm’s SWOT analysis shows internal strengths and weaknesses in culture, resources, and management, while externally it faces rapid technology change, stricter data-privacy laws, and a growing young consumer segment. Evaluate how the firm should use these SWOT insights to shape its marketing strategy for the coming year. (5 Marks)

Ans 2(A).

Introduction

A SWOT analysis is a strategic planning tool that evaluates a firm’s internal strengths and weaknesses alongside the external opportunities and threats it faces in its operating environment. Its real value lies not in listing these four factors but in generating strategic matches between them: deploying strengths to capture opportunities, neutralising weaknesses to reduce vulnerability to threats, and where possible, converting threats into competitive advantages. For the consumer electronics firm, the SWOT reveals a combination of internal capability gaps, an important external opportunity in the growing young consumer segment, and two

 

 

Q2 (B). A sportswear brand launching a Gen Z product line must decide between offering highly customizable products or a focused, standardized range. Evaluate which approach better addresses customer needs, wants, and desires while maintaining sustainable marketing value. (5 Marks)

Ans 2(B).

Introduction

In marketing, customer needs represent basic functional requirements, wants reflect preferences shaped by culture, personality, and individual taste, and desires are the deeper aspirational outcomes that consumers ultimately seek from a purchase. For Gen Z consumers, broadly those born between 1997 and 2012, the functional need is performance-grade sportswear, the want is a product that expresses their individual identity and reflects their values, and the desire is to feel