Easy2Siksha Sample Papers
GNDU Most Repeated (Important) Quesons
B.B.A 3rd Semester
Fundamentals of Markeng Management
(Based on 4-Year GNDU Queson Paper Trend Analysis: 2021–2024)
Must-Prepare Quesons (80–100% Probability)
SECTION–A (Markeng Concepts & Environment)
1. Dierence Between Markeng and Selling / Scope of Markeng
Appeared in: 2021 (Q1), 2022 (Q2), 2024 (Q2)
Probability for 2025: (100%)
2. Markeng Environment – Factors Inuencing Markeng Decisions
Appeared in: 2021 (Q2), 2022 (Q1), 2024 (Q1)
Probability for 2025: (100%)
2025 Smart Predicon Table
(Based on GNDU 2021–2024 Trend)
No.
Queson Topic
Years
Appeared
Probability for 2025
1
Dierence between Markeng & Selling /
Scope of Markeng
2021, 2022,
2024
(100%)
2
Markeng Environment – Micro & Macro
Factors
2021, 2022,
2024
(100%)
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No.
Queson Topic
Years
Appeared
Probability for 2025
3
Market Segmentaon – Bases & Levels
2021–24
(100%)
2025 GUARANTEED QUESTIONS (100% Appearance Trend)
Top 7 Must-Prepare Topics
1. Dierence between Markeng & Selling / Scope of Markeng
2. Markeng Environment – Micro & Macro Factors
BONUS HIGH-PRIORITY (80–90%) QUESTIONS
8. Pricing – Meaning, Methods & Strategies
GNDU Most Repeated (Important) Answers
B.B.A 3rd Semester
Fundamentals of Markeng Management
(Based on 4-Year GNDU Queson Paper Trend Analysis: 2021–2024)
Must-Prepare Quesons (80–100% Probability)
SECTION–A (Markeng Concepts & Environment)
1. Dierence Between Markeng and Selling / Scope of Markeng
Appeared in: 2021 (Q1), 2022 (Q2), 2024 (Q2)
Probability for 2025: (100%)
Ans: Introduction – A Tale of Two Shopkeepers
Once upon a time, in a busy town market, there were two shopkeepers — Ramesh and
Suresh.
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Both sold similar products — stylish shirts and jeans. But there was a big difference in
how they ran their shops.
Ramesh believed that if he could convince customers to buy what he had in stock, he
would make a profit. So, he focused on pushing sales, offering discounts, and praising
his products to close the deal quickly.
Suresh, on the other hand, had a different approach. He first observed what people
wanted, listened to their feedback, studied market trends, and stocked what customers
needed and liked. He tried to build relationships, not just sell products.
After some time, Suresh’s business grew rapidly, while Ramesh’s sales began to fall.
Why? Because Ramesh was selling, but Suresh was marketing.
This simple story highlights the core difference between selling and marketing — one
focuses on pushing the product, while the other focuses on understanding and satisfying
customer needs.
Now, let’s explore this difference in a detailed, yet simple way.
Difference Between Marketing and Selling
Though marketing and selling seem similar, they are two different concepts with
different goals, approaches, and philosophies.
Here’s how they differ —
1. Concept and Philosophy
• Selling is product-oriented.
It starts with the product and focuses on how to sell it to customers. The idea is
to convince people to buy what you already have.
• Marketing is customer-oriented.
It starts with understanding customer needs and then creates products or
services to satisfy those needs. The focus is on long-term customer satisfaction,
not just one-time sales.
Example:
Ramesh makes shirts and then tries to find customers for them — that’s selling.
Suresh first finds out what kind of shirts customers want and then makes them — that’s
marketing.
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2. Focus
• Selling focuses on the needs of the seller — the goal is to increase sales and
profits.
• Marketing focuses on the needs of the buyer — the goal is to satisfy customers
and build relationships.
3. Time Orientation
• Selling has a short-term view — it aims to sell the product quickly and earn
immediate profits.
• Marketing has a long-term view — it aims to create customer loyalty and brand
trust that ensures continuous sales in the future.
4. Approach
• Selling uses a push approach — it pushes the product to the customer through
advertisements, promotions, or personal persuasion.
• Marketing uses a pull approach — it attracts customers by creating value, trust,
and satisfaction.
Example:
Think of a company that keeps calling you to sell a credit card (push).
Now, think of a brand like Apple — you go to them willingly because of their product
quality and reputation (pull).
5. Process
• Selling comes after production — the product is already made, and now efforts
begin to sell it.
• Marketing begins before production — it involves researching what to produce,
how to price it, where to sell, and how to promote.
6. Objective
• Selling: To increase sales volume and profits.
• Marketing: To satisfy customers and ensure long-term growth through loyalty.
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7. Customer Relationship
• Selling: Focuses on one-time transactions.
• Marketing: Builds and maintains long-term customer relationships.
8. Emphasis
• Selling: Emphasizes the seller and the product.
• Marketing: Emphasizes the customer and their satisfaction.
9. Scope
• Selling: Limited to transferring goods and services to customers.
• Marketing: Broader, including research, development, distribution, pricing,
communication, and after-sales service.
10. Result
• Selling: The result is profits through volume of sales.
• Marketing: The result is profits through customer satisfaction.
In Simple Words:
Basis
Selling
Marketing
Starting point
Product
Customer needs
Focus
Seller’s need
Customer’s need
Approach
Push
Pull
Goal
Maximize sales
Maximize satisfaction
Time horizon
Short-term
Long-term
Emphasis
Product
Customer
Concept
Sell what is made
Make what can be sold
Scope of Marketing
Now that we’ve understood how marketing differs from selling, let’s explore the scope
of marketing, i.e., the different areas and activities it covers.
Marketing is not limited to just advertising or selling — it involves a whole process that
starts long before a product is made and continues long after it is sold.
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Let’s break it down into major parts
1. Market Research
Before making or selling anything, marketers must first study the market.
They try to understand:
• What do people need or want?
• What prices can they afford?
• Who are the competitors?
• What trends are emerging?
Through surveys, interviews, and data analysis, marketers collect this information.
It helps companies make smart decisions about what to produce and how to promote it.
Example: Before launching a new phone, a company like Samsung researches what
customers expect — camera quality, battery life, or design.
2. Product Planning and Development
Once customer needs are identified, the next step is to design and develop the product.
This involves deciding:
• What features the product should have
• What packaging will attract customers
• What brand name should be chosen
Example: Nike designs shoes according to customer needs — comfort for athletes,
style for youth, etc.
3. Pricing Decisions
Pricing is a critical part of marketing.
A price must be set so that it’s affordable for customers yet profitable for the company.
Factors affecting price include:
• Production cost
• Competition
• Customer demand
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• Market conditions
Example: Luxury brands like Rolex set high prices to maintain exclusivity, while
brands like Titan set moderate prices to attract middle-class customers.
4. Distribution or Place
Marketing also decides how and where to make the product available.
This includes choosing distribution channels like:
• Wholesalers
• Retailers
• Online platforms
• Direct sales
The goal is to ensure the product reaches customers at the right place and time.
Example: Amazon delivers goods directly to the customer’s home — that’s part of its
marketing strategy.
5. Promotion
Promotion means communicating with customers to inform, persuade, and remind
them about the product.
It includes:
• Advertising
• Sales promotions
• Public relations
• Personal selling
• Digital marketing
Example: Coca-Cola promotes happiness through creative ads, not just by selling
drinks.
6. After-Sales Service
Marketing doesn’t end when the product is sold.
Companies must provide after-sales services like installation, maintenance, customer
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care, and feedback collection.
This helps build trust and loyalty among customers.
Example: Car companies offer free servicing for a limited period to ensure customer
satisfaction.
7. Customer Relationship Management (CRM)
Modern marketing focuses on maintaining long-term relationships with customers
through continuous communication and support.
Happy customers not only come back but also bring new customers through word-of-
mouth.
Example: Brands like Amazon send personalized recommendations based on your
previous purchases — a perfect example of CRM.
8. Social and Ethical Marketing
Today’s marketing also cares about society and the environment.
Companies promote eco-friendly products, avoid false advertising, and take part in
social welfare activities.
Example: Companies like Patagonia promote sustainability by making environment-
friendly clothes.
Conclusion – The Heart of Modern Business
In the modern world, marketing is not just a business activity — it’s a philosophy of
understanding people.
Selling ends when the product is sold, but marketing begins even before the product
exists and continues after it’s sold.
The difference is simple:
Selling is about the company’s need to sell.
Marketing is about the customer’s need to buy.
In short:
“Selling starts with the seller and ends with the customer,
but Marketing starts with the customer and ends with satisfaction.”
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So, in our story —
Ramesh was a seller.
Suresh was a marketer.
And in today’s competitive world, it’s Suresh’s mindset — the marketing mindset —
that wins hearts and profits.
2. Markeng Environment – Factors Inuencing Markeng Decisions
Appeared in: 2021 (Q2), 2022 (Q1), 2024 (Q1)
Probability for 2025: (100%)
Ans: A young entrepreneur named Aisha has just launched her dream start-up—a brand
of eco-friendly water bottles. She’s excited, full of ideas, and ready to conquer the
market. But soon, she realizes something: her decisions are not made in isolation. The
price she sets, the way she promotes, the design she chooses, even the timing of her
launch—all are influenced by forces around her. Some she can control, others she
cannot.
This invisible web of forces is what we call the Marketing Environment. And
understanding it is like learning the rules of the game before you play. Let’s walk
through this story step by step, exploring the meaning of marketing environment, its
factors, and how they influence marketing decisions—in a way that’s simple, engaging,
and examiner-friendly.
Meaning of Marketing Environment
The marketing environment refers to all the internal and external factors that affect a
company’s ability to design, promote, and sell its products successfully.
• It includes everything from competitors and customers to government policies,
technology, and even cultural values.
• Some factors are controllable (like pricing strategy), while others are
uncontrollable (like inflation or new laws).
Analogy: Think of Aisha’s start-up as a boat. The marketing environment is the sea—
sometimes calm, sometimes stormy. She cannot control the waves (external factors),
but she can control her sails and steering (internal factors).
Types of Marketing Environment
The marketing environment is usually divided into:
1. Internal Environment – factors within the company.
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2. External Environment – factors outside the company, further divided into:
o Micro Environment (close to the company).
o Macro Environment (broad societal forces).
Let’s explore each with Aisha’s story.
Internal Environment
These are factors inside the company that influence decisions.
• Company Objectives: If Aisha’s goal is premium branding, her pricing and
promotion will reflect that.
• Resources: Limited funds may restrict advertising campaigns.
• Employees: Skilled staff can innovate better products.
• Company Culture: A culture of sustainability will shape eco-friendly marketing
messages.
Story Note: Aisha wants to highlight her eco-values, so she trains her team to
communicate sustainability in every campaign.
External Environment – Micro Factors
These are forces close to the company that directly affect its ability to serve customers.
1. Customers
• The most important factor.
• Aisha must understand customer needs, preferences, and buying behavior.
• Example: If customers prefer stylish bottles, she must design accordingly.
2. Competitors
• Every decision depends on what rivals are doing.
• If a competitor launches a cheaper bottle, Aisha must rethink her pricing or add
value.
3. Suppliers
• Suppliers affect cost and quality.
• If raw material prices rise, Aisha’s costs increase.
4. Intermediaries
• Distributors, retailers, and online platforms help deliver products.
• Their efficiency affects sales.
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5. Publics
• Media, NGOs, and local communities can influence brand image.
• Example: If an NGO praises her eco-friendly bottles, it boosts her reputation.
Story Note: Aisha partners with a local NGO that promotes plastic-free living. This builds
trust among customers.
External Environment – Macro Factors
These are broad forces that affect all businesses in society. They are uncontrollable but
must be monitored.
1. Demographic Factors
• Population size, age, gender, income, education.
• Example: Aisha targets young urban professionals who care about fitness and
sustainability.
2. Economic Factors
• Inflation, income levels, employment rates.
• Example: During inflation, customers may prefer cheaper bottles.
3. Political and Legal Factors
• Government policies, taxes, consumer protection laws.
• Example: A ban on single-use plastic boosts demand for Aisha’s bottles.
4. Socio-Cultural Factors
• Traditions, values, lifestyles.
• Example: Rising health consciousness encourages people to carry reusable
bottles.
5. Technological Factors
• Innovations, automation, digital marketing.
• Example: Aisha uses Instagram ads and AI-driven analytics to reach her audience.
6. Natural/Environmental Factors
• Climate change, resource scarcity, sustainability concerns.
• Example: Droughts increase awareness of water conservation, indirectly boosting
her eco-brand.
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Story Note: Aisha realizes that her success is tied not just to her product but to global
movements like sustainability and digital transformation.
How Marketing Environment Influences Decisions
Let’s see how these factors shape Aisha’s marketing mix (4Ps).
1. Product Decisions
• Customer preferences (micro) and cultural trends (macro) influence design.
• Example: She adds a sleek design because young professionals value style.
2. Price Decisions
• Competitor pricing (micro) and inflation (macro) affect her pricing strategy.
• Example: She offers discounts during economic slowdown.
3. Place (Distribution) Decisions
• Supplier reliability (micro) and technology (macro) affect distribution.
• Example: She sells through Amazon and her own website.
4. Promotion Decisions
• Public opinion (micro) and social media trends (macro) shape campaigns.
• Example: She runs eco-awareness campaigns on Instagram.
Problems in Dealing with Marketing Environment
1. Uncertainty: External factors change rapidly.
2. Complexity: Multiple forces interact at once.
3. Uncontrollability: Macro factors cannot be controlled.
4. Costly Research: Monitoring environment requires resources.
Story Note: Aisha faces a sudden challenge when a competitor launches a similar bottle
at half the price. She must adapt quickly, showing how unpredictable the environment
can be.
Benefits of Understanding Marketing Environment
1. Helps identify opportunities (eco-friendly trend).
2. Helps avoid threats (competitor strategies).
3. Improves decision-making.
4. Builds adaptability and resilience.
Recap in a Narrative Table
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Environment
Factors
Influence on Decisions
Internal
Objectives, resources, employees, culture
Shapes product design,
pricing, campaigns
Micro
Customers, competitors, suppliers,
intermediaries, publics
Directly affects day-to-
day marketing
Macro
Demographic, economic, political, socio-
cultural, technological, natural
Broad forces shaping
long-term strategy
Wrapping the Story
So, the story of the Marketing Environment is really the story of how no business
operates in isolation.
• The internal environment gives strength and direction.
• The micro environment provides immediate challenges and opportunities.
• The macro environment sets the larger stage of society, economy, and
technology.
Final Analogy: If marketing were a chess game, the environment is the chessboard. The
company is a player, but the moves are shaped by the board’s layout, the opponent’s
strategy, and the rules of the game. Only by understanding the environment can a
marketer make winning moves.
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