Download JNTU-Hyderabad MBA 2nd Sem R15 2018 Jan 721CL Marketing Management Question Paper

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R15

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Code No: 721CL

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

MBA II Semester Examinations, January-2018

MARKETING MANAGEMENT

Time: 3hours

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Max.Marks:75

Note: This question paper contains two parts A and B.

Part A is compulsory which carries 25 marks. Answer all questions in Part A.

Part B consists of 5 Units. Answer any one full question from each unit. Each question carries 10 marks and may have a, b, c as sub questions.

PART - A

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5 × 5 marks = 25

1. a) What are the essential steps in marketing research process? [5]
2. b) How would you classify broadly the industrial products? [5]
3. c) What do you understand by product repositioning? When does such need arise? [5]
4. d) What is the general nature of channel for industrial products? Why does it differ significantly from channel for consumer product? [5]

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5. e) What are the significant differences in approach to global marketing as against domestic marketing? [5]

PART - B

5 × 10 marks = 50

1. a) What is the marketing information one would gather by analyzing sales invoice of the organization? How does it differ from general marketing management functions? [5+5]
   OR b) How do economic and technological environment influence marketing management of an organization? [4+6]

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2. a) What is societal marketing concept?
   b) What are the implications of culture's influence on consumer behavior? [5+5]
   OR
3. How should the elements of marketing mix be planned in the growth and maturity stages of PLC respectively? [10]
4. What are the different stages in new product development? Explain each of them very briefly. [10]

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5. a) Explain with relevant examples of application, the geographical and demographical bases of segmenting the consumer market.
   b) What are the advantages of market segmentation to marketer? [6+4]
   OR
6. a) What do you understand by multiple/hybrid segmentation of market? Give examples.
   b) What are the basic steps in product positioning strategy? [5+5]

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7. a) What is non-store retailing? Provide examples of non store retailing.
   b) What is the importance of selecting the right media for advertisement message? [5+5]
   OR
8. Explain briefly each of the steps in personal selling. [10]
9. a) What are the various terms of sale related to price, we come across in normal business practice?
   

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   b) What are the ethical issues involved in comparative advertisement? [6+4]
   OR
10. a) What are the implications of growth of rural markets in India to big corporate houses?
    b) Contrast market penetration strategy of pricing versus price skimming strategy. [5+5]

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