Roll No. _______________ Total No. of Pages : 02
Total No. of Questions : 17
MBA/MBA(IB) (2018 Batch) (Sem.-2)
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MARKETING MANAGEMENT
Subject Code : MBA-203-18
M.Code : 76155
Time : 3 Hrs. Max. Marks : 60
INSTRUCTIONS TO CANDIDATES :
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- SECTION-A contains EIGHT questions carrying TWO marks each and students has to attempt ALL questions.
- SECTION-B consists of FOUR Subsections: Units-I, II, III & IV. Each Subsection contains TWO questions each carrying EIGHT marks each and student has to attempt any ONE question from each Subsection.
- SECTION-C is COMPULSORY and consist of ONE Case Study carrying TWELVE marks.
SECTION-A
Answer briefly :
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- Define Marketing.
- Define Marketing Information System.
- Outline functions of packaging.
- Name elements of Services Marketing Mix.
- What is meant by social marketing?
- What are features of rural marketing?
- What is meaning of base of the pyramid?
- What is the meaning of informal economy?
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SECTION-B
UNIT-I
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- Explain various elements of the marketing mix, with examples.
- Outline various factors influencing consumer buying behaviour. Describe various steps in consumer buying process.
UNIT-II
- Outline the various stages of the New Product Development and Launch process, with suitable illustrations.
- What are various factors affecting pricing decisions? Describe alternative pricing methods, with illustrations.
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UNIT-III
- Explain functions performed by various marketing channel intermediaries, with examples.
- Describe various elements of the promotional mix. Give suitable illustrations in support of your answer.
UNIT-IV
- What are the challenges encountered in marketing to the base of the pyramid (BOP) markets? Explain with examples.
- a) Highlight the characteristic features of base of the pyramid (BOP) consumer.
b) Outline the need and importance of conducting marketing research in BOP markets.
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SECTION-C
- Please read the case "BETA COMMUNICATIONS" below and answer the questions based on it :
BETA is a telecommunications company marketing state of the art telecommunications equipment. The company is currently in the process of developing a new generation type of mobile phones. When developed, this phone will enable users not only to make standard telephone calls and connect to the Web, but will have a small screen which will enable users to view the person at the other end of the line in high definition, unlike competitors' models whose definition characteristics leave a lot to be desired. Needless to say, investment to develop the technology and market the product is substantial.
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As part of the development process, the company is eager to find out more about potential customers for this product. In particular, they are interested in finding out if there is a market for the product, how big this market might be, and how customers will respond to this concept. They propose hiring a specialist market research agency with skills in the area of researching buyer behaviour, particularly for new product concepts.
Questions:
- What areas of buyer behaviour should this proposed research encompass, and why?
- What information you will collect from the potential buyers which will help in designing marketing mix elements?
NOTE: Disclosure of Identity by writing Mobile No. or Making of passing request on any page of Answer Sheet will lead to UMC against the Student.
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This download link is referred from the post: PTU MBA 2020 March Previous Question Papers
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