Hall Ticket No
Question Paper Code: CMB010
MBA II Semester End Examinations (Supplementary) - December, 2018
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Regulation: R16
MARKETING MANAGEMENT
(MBA)
Time: 3 Hours
Max Marks: 70
Answer ONE Question from each Unit
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All Questions Carry Equal Marks
All parts of the question must be answered in one place only
UNIT I
- (a) Describe briefly different ‘MACRO Environmental Forces” impacting business scenario globally? [7M]
(b) Describe the steps involved in market research process. [7M] - (a) Briefly explain the core concepts of marketing. [7M]
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(b) What are the barriers to the use of marketing research by organizations? [7M]
UNIT II
- (a) Explain the concept of product life cycle in detail. [7M]
(b) Describe the steps involved in consumer decision making process. [7M] - (a) Describe different ways of classifying the products based on the product line range and product mix. [7M]
(b) Explain in detail about steps involved in new product development. [7M]
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UNIT - III
- (a) What is effective segmentation. Discuss the requirements for effective segmentation. [7M]
(b) Define targeting. Describe factors that determine targeting. [7M] - (a) What is differentiation? How is it related with positioning? [7M]
(b) Explain different bases of segmentation for consumer markets. [7M]
UNIT - IV
- (a) Briefly describe
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i. Markup Pricing
ii. Digital Marketing
iii. Global Marketing [7M]
(b) What is promotional mix. Briefly explain different types of promotional mix. [7M] - (a) What are the functions of channels of distribution? Discuss briefly the channel design decisions in detail. [7M]
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(b) Briefly describe the steps in developing effective marketing communication. [7M]
UNIT - V
- (a) What is cost plus pricing. Explain cost plus pricing with its advantages and disadvantages of cost plus pricing. [7M]
(b) Discuss the factors to consider when setting prices for product/services. [7M] - (a) Describe the opportunities and challenges involved in rural marketing. [7M]
(b) What is a global firm? Describe the factors that need to be considered by a firm before going to global market. [7M]
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