Download BITM Ist Semester Model Question Paper 2082/2026

Download BITM first Semester Model Question Paper 2026/2082

The Faculty of Management (FOM) has published the official syllabus and model question papers for the 1st Semester of the BITM (Bachelor of Information Technology Management) program, specifically for the 2026 academic session under Tribhuvan University.

 

Emerging Concepts in Marketing Unit VII

 

Emerging Concepts in Marketing Unit VII

Modern marketing has evolved due to technology, changing consumer behavior, and global awareness. The following concepts are shaping today’s marketing strategies:

v  Omnichannel Marketing

To understand omnichannel marketing, we must first understand multichannel marketing.

Multichannel marketing is a strategy where a business uses multiple independent channels (such as websites, social media, email, physical stores, etc.) to reach and interact with customers.

Example 1: A clothing brand sells products through:

Physical retail stores

Website

Instagram ads

Each platform works independently without sharing customer data.

Example 2: A company promotes products via:

Email marketing campaigns

Facebook ads

SMS promotions

Customers may receive different messages on each channel.

Unlike omnichannel marketing, these channels operate separately, not fully integrated.

ü  Key Characteristics

§  Multiple Communication Channels
Uses various platforms like social media, websites, email, and offline stores.

§  Channel Independence
Each channel operates separately with little or no integration.

§  Broad Customer Reach
Targets customers across different platforms and preferences.

§  Consistent Goal, Different Execution
Same objective (sales/awareness) but strategies may differ across channels.

§  Flexible Marketing Approach
Businesses can choose and modify channels based on performance.

§  Limited Data Integration
Customer data is often not shared across platforms.

§  Customer Choice
Customers can interact through their preferred channel.

ü  Positives / Advantages

§  Wider Audience Reach
Businesses can reach more customers across different platforms.

§  Increased Brand Visibility
Presence on multiple channels strengthens brand awareness.

§  Risk Diversification
If one channel performs poorly, others can compensate.

§  Flexibility in Strategy
Companies can experiment with different channels and campaigns.

§  Better Market Coverage
Helps target different customer segments effectively.

ü  Negatives / Disadvantages

§  Lack of Integration
Disconnected channels can lead to inconsistent customer experience.

§  Data Silos
Customer data is scattered, making analysis difficult.

§  Inconsistent Messaging
Customers may receive different or conflicting messages.

§  Higher Management Complexity
Managing multiple channels separately requires more effort.

§  Lower Personalization
Without integrated data, it’s harder to deliver personalized experiences.

Multichannel marketing helps businesses expand reach and visibility, but its lack of integration can reduce customer experience quality. It is often considered a step before adopting omnichannel marketing, which focuses on seamless integration.

v  Omnichannel Marketing

Omnichannel marketing is a customer-focused strategy where all your marketing channels both online and offline, work together as one connected system to deliver a smooth, consistent experience at every touchpoint.

Instead of treating each channel separately (like social media, email, website, or physical store), omnichannel marketing ensures they are integrated and synchronized around the customer.

ü  Channels Included:

·         Websites

·         Mobile apps

·         Social media

·         Physical stores

·         Email and SMS

A customer views a product online, receives a promotional email, and later buys it in-store with the same discount.

ü  How It Works

Imagine a customer journey:

1. A customer sees a product ad on Instagram
2. Clicks it and browses your website
3. Leaves without buying
4. Later receives a personalized email reminder
5. Visits your physical store and purchases
6. Gets a follow-up message with recommendations

In omnichannel marketing, all these steps are connected:

• The system remembers the customer’s behavior
• Messaging stays consistent
• The experience feels personalized and seamless

ü  Key Characteristics

1. Customer-Centric Approach

Omnichannel marketing focuses on the customer, not the channel.

A shopper browses shoes online, and later when they open the app, they see the same shoes recommended based on their interest.

2. Seamless Experience Across Channels

Customers can switch between channels without disruption.

You add items to your cart on a website and later complete the purchase on a mobile app without losing anything.

3. Channel Integration

All platforms are connected and share data.

A brand links its website, email system, social media, and physical store so all customer interactions are synced.

4. Consistent Brand Messaging

The brand voice, offers, and visuals stay the same everywhere.

A discount offer you see on Instagram is the same as the one in email and in-store.

5. Personalization Using Data

Customer data is used to tailor experiences.

After buying a phone, you receive emails suggesting accessories like cases or earphones.

6. Real-Time Interaction

Brands respond and adapt instantly based on customer actions.

If you leave a product in your cart, you get an immediate reminder notification or message.

7. Use of Multiple Channels Together

It uses both online and offline channels together.

You receive an SMS about a sale, check details on the website, and then visit the store to buy the product.

So, omnichannel marketing is about connecting all channels, understanding the customer, delivering a smooth, personalized experience everywhere.

ü  Advantages

1. Better Customer Reach

Businesses can reach customers through Facebook, TikTok, websites, SMS, and physical stores.

A clothing shop in Kathmandu sells through Instagram and also in its physical store.

2. Improved Customer Experience

Customers get a smooth experience across all platforms.

A customer checks a product on a website and finds the same price and offer in-store.

3. Higher Sales Opportunities

Multiple channels increase chances of purchase.

A customer sees a mobile advertisement, receives a discount SMS, and finally buys in-store.

4. Strong Customer Relationship

Personalized messages and offers improve trust and loyalty.

A grocery app sends repeat purchase reminders based on buying history.

5. Competitive Advantage for Local Businesses

Small Nepali businesses can compete with bigger brands using digital tools.

A local café uses Facebook page, delivery apps, and walk-in service together.

6. Better Data Collection

Businesses can understand customer behavior from different platforms.

Online orders show which products are most popular in Pokhara vs Kathmandu.

7. Increased Brand Awareness

Consistent presence on multiple channels builds stronger visibility.

A startup becomes popular through TikTok videos and online ads at the same time.

ü  Challenges

1. Limited Digital Infrastructure

In many rural areas, internet access is still weak.

Customers outside cities may not access apps or online stores easily.

2. Low Digital Skills Among Businesses

Many small shop owners lack technical knowledge.

A retailer may only use Facebook but cannot integrate it with a website or CRM system.

3. High Implementation Cost

Setting up integrated systems can be expensive.

Small businesses struggle to afford software for managing all channels together.

4. Data Management Issues

Collecting and organizing customer data from multiple channels is difficult.

A business may not track the same customer across Instagram and in-store purchases.

5. Inconsistent Customer Experience

If channels are not properly connected, customers get confusion.

Price shown online is different from in-store price.

6. Lack of Skilled Workforce

There is shortage of experts in digital marketing and analytics in Nepal.

Businesses rely on freelancers or basic marketing instead of full strategies.

7. Payment and Logistics Challenges

Online systems depend on reliable payment gateways and delivery services.

Cash on delivery is still more common due to limited digital payment trust.

In Nepal, omnichannel marketing has strong growth potential, but success depends on:

·         better internet access

·         digital skills

·         affordable technology

·         integrated business systems

ü  Comparison/ Difference

Basis	Multichannel Marketing	Omnichannel Marketing
Definition	Uses multiple channels to reach customers	Integrates all channels for a seamless experience
Focus	Channel-centered	Customer-centered
Integration	Channels operate independently	Channels are fully integrated
Customer Experience	Fragmented or separate	Seamless and consistent
Data Usage	Data is stored separately (data silos)	Unified data across all channels
Communication	Different messages on different channels	Consistent messaging everywhere
Customer Journey	Disconnected journey	Continuous and smooth journey
Personalization	Limited personalization	Highly personalized experience
Technology Requirement	Moderate	Advanced and complex
Example	Separate email, social media, and store promotions	Start shopping on app, continue on website, finish in store

Key Differences

1. Customer Experience

• Multichannel: Customers interact separately on each platform.
• Omnichannel: Customers enjoy a unified experience across all platforms.

2. Data Handling

• Multichannel: Data is not shared between channels.
• Omnichannel: Data is integrated, allowing better insights and personalization.

3. Strategy Approach

• Multichannel: Focus is on maximizing each channel.
• Omnichannel: Focus is on improving the overall customer journey.

ü  In short,

Multichannel:
You see a product on Instagram, but when you visit the website, your activity is not remembered.

Omnichannel:
You see a product on Instagram, add it to cart on mobile, and complete the purchase later on a laptop everything is synced.

In conclusion, multichannel marketing is about being present on many platforms and omnichannel marketing is about connecting those platforms to deliver a smooth and personalized customer experience.

v  Green Marketing

Green marketing involves promoting products or services based on their environmental benefits. This includes using eco-friendly production processes, sustainable packaging, or donating a portion of profits to environmental causes.

Green marketing is not just a promotional tactic. It is a holistic business strategy where every function from R&D and sourcing to manufacturing, logistics, and communication aligns with environmental sustainability.

The American Marketing Association defines it as the marketing of products that are presumed to be environmentally safe.

However, modern green marketing goes further: it requires verifiable, systemic change, not just a green label on a package.

ü  Levels of Green Marketing

Three levels of green marketing:

Level	Focus	Example
Green positioning	One product line or campaign is eco-friendly	A shampoo brand launches one "natural" variant
Green business model	Whole company adopts sustainable operations	IKEA sourcing all wood and cotton from sustainable sources
Green purpose	Company exists to solve environmental problems	Patagonia, Allbirds, Beyond Meat

ü  Four Pillars of Green Marketing

To understand the "why" and "how" of green marketing, researchers and practitioners often look at the Four Pillars. These are an evolution of the traditional 4Ps of marketing (Product, Price, Place, Promotion), but re-imagined through the lens of environmental and social responsibility.

1. Green Product

The product itself must be designed to minimize environmental impact throughout its entire life cycle from the raw materials used to how it is disposed of.

Key Features: Made from recycled materials, energy-efficient, non-toxic, or biodegradable.

Design for Environment (DfE): Reducing packaging waste or creating products that are "cradle-to-cradle" (fully recyclable).

A detergent that uses plant-based ingredients instead of synthetic chemicals.

2. Green Price

Green pricing accounts for the "hidden costs" of production. While eco-friendly products are often more expensive due to higher-quality sustainable materials or fair-wage certifications, the value must be communicated clearly to the customer.

Value Proposition: The consumer isn't just paying for a product; they are paying for a "guilt-free" experience or long-term savings (like an LED bulb that costs more upfront but saves money on electricity).

Premium Pricing: Many consumers are willing to pay a "green premium" if they trust the brand's environmental claims.

3. Green Place (Distribution)

This pillar focuses on the logistics and carbon footprint of getting the product from the factory to the consumer.

Local Sourcing: Reducing "food miles" or shipping distances to lower carbon emissions.

Eco-friendly Logistics: Using electric delivery vehicles, optimizing shipping routes, or using reusable shipping containers.

Digital Distribution: Shifting from physical goods (like CDs or paper manuals) to digital downloads.

4. Green Promotion

This is how a company communicates its values. It requires absolute transparency to avoid the trap of greenwashing (making false or exaggerated environmental claims).

Transparency: Providing certifications (like USDA Organic, Fair Trade, or LEED) to prove claims.

Educational Marketing: Instead of just saying "Buy this," the brand explains why the sustainable choice matters for the planet.

Eco-labeling: Using clear symbols on packaging to show recyclability or carbon footprint data.

The "Fifth" Pillar: Purpose

Modern marketing experts often add a fifth pillar: Purpose.

This means that "being green" isn't just a marketing campaign, it is the core mission of the company. Without a genuine purpose, the other four pillars can feel like a superficial PR tactic.

ü  Key Features:

§  Eco-friendly products

§  Sustainable production processes

§  Ethical sourcing and packaging

Examples:

§  Use of biodegradable packaging

§  Promoting energy-efficient products

ü  Advantages:

·         Builds a positive brand image

·         Attracts environmentally conscious consumers

·         Supports environmental protection

ü  Disadvantages:

·         Higher production costs

·         Risk of greenwashing (false claims)

v  Content Marketing

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience ultimately driving profitable customer action. Content marketing focuses on creating and distributing valuable, relevant, and consistent content to attract and retain customers.

Unlike advertising, it does not overtly sell; it educates, entertains, or solves problems.

ü  Common Formats:

·         Blogs, articles, whitepapers

·         Videos (tutorials, behind-the-scenes, stories)

·         Podcasts, webinars

·         Infographics, ebooks, case studies

·         Social media posts (educational threads, user-generated content)

ü  Purpose:

·         Educate customers

·         Build trust

·         Increase brand awareness

A company publishing how-to guides instead of direct advertising.

Advantages	Disadvantages
Builds Trust: Positions the brand as a helpful expert, not just a seller.	Time-Consuming: High-quality content takes significant time to produce.
SEO Benefits: Quality content improves search engine rankings.	Slow Results: It can take months (or years) to see a return on investment (ROI).
Cost-Effective: Often cheaper than traditional advertising over the long run.	High Competition: The internet is "saturated," making it hard to stand out.
Customer Retention: Keeps existing customers engaged and loyal.	Difficult Attribution: Hard to track exactly which blog post led to a sale.
Supports the Entire Funnel: Can educate, persuade, and convert.	Requires Consistency: Stopping for even a month can hurt your momentum.

v  Chatbot Marketing

Chatbot Marketing is a digital strategy that uses computer programs, now primarily powered by Generative AI and Natural Language Processing (NLP), to automate interactions with users across websites, social media, and messaging apps.

Chatbot marketing uses AI-powered chatbots to communicate with customers and promote products or services.

Unlike traditional marketing which is often "one-way" (a brand talking to a customer), chatbot marketing is conversational. It facilitates a real-time, two-way dialogue to promote products, qualify leads, and provide personalized assistance.

Use in Modern Marketing

In today's landscape, chatbots are no longer just "support tools"; they are active revenue generators integrated into the entire marketing funnel.

A. Proactive Lead Generation & Qualification

Instead of waiting for a user to fill out a static contact form, modern chatbots engage visitors based on behavior.

The "Nudge": If a user lingers on a pricing page for 30 seconds, the bot might ask, "Are you looking for a plan that supports more than 10 users?"

Qualification: It asks "pre-screening" questions (budget, timeline, needs) and passes only the high-value leads to a human sales representative.

B. Personalized Product Discovery

Advanced bots act as digital personal shoppers. They use zero-party data (information the user voluntarily shares in the chat) to recommend products.

A beauty brand's chatbot might ask about your skin type and preferred routine, then create a customized "bundle" of products for you to buy instantly.

C. Cart Abandonment Recovery

When a customer leaves an item in their cart, a chatbot on WhatsApp or Facebook Messenger can send a personalized reminder.

Modern Twist: Instead of a generic "You forgot something," the bot can offer to answer questions about the product or provide a one-time discount code to finalize the sale.

D. Post-Purchase Engagement & Upselling

The relationship doesn't end at the "Buy" button.

Automation: Bots handle "Where is my order?" (WISMO) queries instantly, reducing customer anxiety.

Upselling: After a successful delivery, the bot can follow up: "How are you liking your new coffee machine? Would you like to set up a subscription for the pods at 10% off?"

E. Data Collection & Market Research

Every conversation is a data point. Marketers use AI to analyze thousands of chat logs to identify trends.

If 20% of users ask the bot if a product is "vegan-friendly," the marketing team knows to highlight that feature in their next ad campaign.

 

Modern Use Case	Impact on Marketing
Conversational Commerce	Enables purchases directly within the chat interface.
Hyper-Personalization	Uses browsing history to tailor the conversation in real-time.
24/7 Availability	Maintains brand presence globally across all time zones.
Cost Scalability	Handles 1,000+ simultaneous chats without increasing headcount.

 

Advantages	Disadvantages
24/7 Availability: Provides instant support even when staff are asleep.	Lack of Empathy: Bots can struggle with complex or emotional human issues.
Scalability: Can handle thousands of conversations simultaneously.	Limited Understanding: If a query is phrased oddly, the bot may fail.
Cost Savings: Reduces the need for a large customer service team.	Maintenance Costs: Requires constant updates and "training" to stay relevant.
Instant Lead Qualification: Quickly filters "serious" buyers from "window shoppers."	User Frustration: If the bot gets stuck in a loop, it ruins the brand experience.
Direct Sales: Modern bots can process payments directly in the chat.	Security Risks: Vulnerable to data privacy issues if not properly encrypted.

 

ü  Key Features:

·         24/7 availability

·         Instant responses

·         Personalized communication

ü  Applications:

·         Customer support

·         Product recommendations

·         Order tracking

Example: An online store chatbot helping users find products and complete purchases.

v  Influencer Marketing

Influencer marketing is a form of social proof marketing where brands partner with individuals who have an established audience, credibility, and trust within a specific niche. Unlike celebrity endorsements (which rely on fame), influencer marketing leverages parasocial relationships, the one-sided emotional bonds followers develop with creators over time.

Influencer marketing involves collaborating with individuals who have a strong following to promote products or services.

ü  Types of Influencers:

·         Mega influencers (celebrities)

·         Macro influencers

·         Micro influencers

·         Nano influencers

ü  Platforms Used:

• Instagram
• YouTube
• TikTok
• Facebook

Example: A fitness influencer promoting health supplements.

ü  Advantages

1. People trust influencers

Followers believe influencers more than ads, so recommendations feel real.

2. Better targeting

You reach people who already care about your product niche.

3. Higher engagement

Influencers usually get more likes, comments, and interaction than brand pages.

4. Can be cheaper than ads

Micro and nano influencers often cost less than TV or big ad campaigns.

5. Can directly drive sales

Discount codes and links make it easy to track who buys.

6. Long-lasting content

Posts, videos, and reviews can keep bringing sales for a long time.

ü  Disadvantages

1. Fake followers

Some influencers have bots or fake audiences, wasting your money.

2. Less control

Influencers may not say exactly what you want or may act unpredictably.

3. Hard to measure results

Likes and views don’t always mean actual sales.

4. Big influencers are expensive

Celebrities cost a lot but may not bring good returns.

5. Reputation risk

If an influencer gets into controversy, your brand can be affected too.

Influencer marketing works very well when used carefully with small creators, proper tracking, and testing. It can also fail badly if chosen or managed poorly.Top of Form

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v  Neuromarketing

Neuromarketing is a field of marketing research that studies consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. It combines neuroscience, psychology, and economics to observe how the human brain functions when exposed to brands, advertisements, or products.

Unlike traditional marketing research (surveys, focus groups, or interviews) which relies on what people say they feel, neuromarketing measures what people actually feel by tracking involuntary physiological and neural signals.

Neuromarketing is a field of marketing research that studies consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. It combines neuroscience, psychology, and economics to observe how the human brain functions when exposed to brands, advertisements, or products.

Unlike traditional marketing research (surveys, focus groups, or interviews) which relies on what people say they feel, neuromarketing measures what people actually feel by tracking involuntary physiological and neural signals.

Example: Testing which ad design attracts more attention using eye-tracking.

Neuromarketing uses neuroscience and psychology to understand how consumers respond to marketing stimuli.

ü  The Purpose of Neuromarketing

The primary goal of neuromarketing is to decode the subconscious drivers of consumer behavior. Since roughly 90% of human decision-making happens below the level of conscious awareness, traditional methods often miss the "truth."

A. To Eliminate "Social Desirability Bias"

In surveys, people often give answers they think the researcher wants to hear, or they try to sound more rational than they actually are. Neuromarketing bypasses the "logical" filter and looks directly at emotional engagement.

B. To Optimize Product Design and Packaging

Brands use neuromarketing to see which colors, shapes, or textures trigger "reward" centers in the brain.

Example: A company might use eye-tracking to see if a customer is looking at the product or just staring at the "Free" sticker.

C. To Increase Advertising Effectiveness

By measuring brain waves (EEG) or heart rate, marketers can identify the exact second a viewer loses interest in a TV commercial. This allows them to edit the ad to be more "sticky" or emotionally impactful.

D. To Refine Brand Positioning

Neuromarketing helps brands understand the deep-seated associations consumers have. Does a luxury car brand trigger feelings of "status" or feelings of "safety"? Knowing this allows for more precise messaging.

ü  Core Techniques Used

To fulfill its purpose, neuromarketing utilizes several high-tech tools:

a.      fMRI (Functional Magnetic Resonance Imaging): Tracks blood flow in the brain to identify deep emotional reactions (e.g., "This product makes me happy").

b.      EEG (Electroencephalogram): Measures electrical activity on the scalp to track "engagement" and "recall" in real-time.

c.       Eye-Tracking: Records exactly where a person's gaze is fixed and for how long.

d.      Biometrics: Measures heart rate, skin conductance (sweat), and respiration to determine the intensity of an emotional response.

e.      Facial Coding: Uses cameras to analyze micro-expressions on a person's face to detect hidden happiness, disgust, or confusion.

ü  Traditional Marketing Vs. Neuromarketing

Feature	Traditional Marketing	Neuromarketing
Data Source	Conscious (What they say)	Subconscious (What they feel)
Accuracy	High risk of bias/lying	High physiological accuracy
Focus	Opinions and logic	Emotions and instincts
Cost	Relatively low	Very high (Equipment/Scientists)
Sample Size	Large (1,000s of people)	Small (10–30 people)

	Keyword	Meaning
	Marketing	Activities to promote and sell products or services
	Multichannel Marketing	Using multiple independent channels to reach customers
	Omnichannel Marketing	Fully integrated marketing across all channels for seamless experience
	Channel	Platform used to reach customers (online or offline)
	Customer Journey	Steps a customer takes from awareness to purchase
	Customer Experience	Overall feeling a customer has with a brand
	Integration	Connecting different systems or channels together
	Data Silos	When data is stored separately in different systems
	Personalization	Customizing marketing for individual customers
	Engagement	Interaction between customers and brand content
	Conversion	Turning a visitor into a buyer
	ROI (Return on Investment)	Profit gained from marketing compared to cost
	Engagement Rate	Measure of likes, comments, shares per post
	Influencer Marketing	Promoting products using social media personalities
	Influencer	A person with strong online following and trust
	Micro Influencer	Influencer with 10K–100K followers
	Nano Influencer	Influencer with 1K–10K followers
	Macro Influencer	Influencer with 100K–1M followers
	Mega Influencer	Celebrity-level influencer with 1M+ followers
	Fake Followers	Bots or inactive accounts inflating follower count
	Brand Awareness	How well people recognize a brand
	Green Marketing	Marketing eco-friendly and sustainable products
	Sustainability	Using resources without harming the environment long-term
	Greenwashing	False claims of being environmentally friendly
	Eco-friendly Product	Product that does not harm the environment
	Content Marketing	Creating useful content to attract customers
	Blog	Online article used for information or promotion
	SEO (Search Engine Optimization)	Improving website ranking on search engines
	Content Strategy	Plan for creating and sharing content
	Chatbot Marketing	Using AI chat systems to interact with customers
	AI Chatbot	Software that simulates human conversation
	NLP (Natural Language Processing)	Technology that helps machines understand human language
	Lead Generation	Finding potential customers
	Lead Qualification	Checking if a lead is likely to buy
	Cart Abandonment	When customers leave without buying after adding items
	Conversational Marketing	Marketing through real-time conversations
	Neuromarketing	Using brain science to study consumer behavior
	EEG	Device measuring brain electrical activity
	fMRI	Brain imaging technique measuring blood flow
	Eye Tracking	Technology that tracks where people look
	Biometrics	Measuring physical reactions like heart rate
	Emotional Trigger	Stimulus that causes emotional response
	Behavioral Marketing	Marketing based on customer behavior
	Target Audience	Specific group of customers a business focuses on
	Customer Retention	Keeping existing customers loyal
	Brand Loyalty	Customers repeatedly choosing the same brand
	Digital Marketing	Marketing using internet-based platforms
	Social Proof	People trusting others’ opinions (reviews, influencers)
	Affiliate Marketing	Earning commission by promoting products
	Data Analytics	Analyzing data to improve marketing decisions

Emerging marketing concepts show how businesses use technology, data, and changing customer behavior to improve communication and sales. Multichannel marketing uses different separate platforms like websites, social media, and stores, while omnichannel marketing connects all these platforms to give a smooth customer experience. Green marketing promotes eco-friendly products to protect the environment. Content marketing focuses on creating useful and informative content to attract customers. Chatbot marketing uses AI to give instant replies and support. Influencer marketing promotes products through social media personalities people trust. Neuromarketing studies how the brain and emotions affect buying decisions. Overall, these ideas make marketing more modern, customer-focused, and data-driven.Top of Form