Download JNTU-Hyderabad MBA 2nd Sem R17 2018 Dec 742AB Marketing Management Question Paper

Code No: 742AB

R17

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

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MBA II Semester Examinations, December - 2018

MARKETING MANAGEMENT

Time: 3 hours

Max.Marks: 75

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

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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

5 × 5 Marks = 25

1. a) What are the basic aspects of ethics in marketing research? [5]
2. b) What is a brand? What is brand equity? [5]

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3. c) What is product positioning map? [5]
4. d) What is the step by step approach to personal selling? [5]
5. e) What is mark up price? What are its advantages and disadvantages? [5]

PART - B

5 × 10 Marks = 50

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1. 2.a) Explain the core concepts of needs, wants and demands as related to marketing.

   b) What are the major components of external of marketing? [5+5]

   OR

   3.a) What is the significance of 4 P's of marketing research.

   b) Explain the difference between 'questionnaire' and 'schedule' in the context of marketing research. [5+5]

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2. 4.a) Explain the concept of product length and width.

   b) What appropriate strategies need to be adopted at the decline stage of PLC? [5+5]

   OR

   5. What are the various stages of new product development? Explain each of them. [10]

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3. 6.a) What is behavioural segmentation of market? With example illustrate the various bases of behavioural segmentation.

   b) Explain how business market is segmented. [5+5]

   OR

   7.a) How do you distinguish product positioning from product differentiation?

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   b) What is niche market? What are its characteristics? [5+5]

4. 8.a) What are the functions performed by marketing channel? Explain.

   b) What are the various trade promotion measures? [6+4]

   OR

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   9.a) What is non store retailing? What are the various forms of non store retailing?

   b) What are the channels of marketing for industrial products? [5+5]

5. 10.a) What are the pricing objectives?

   b) Explain some of the demand based pricing methods. [5+5]

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   OR

   11.a) What are the distinguishing aspects of global marketing?

   b) What are the advantages of internet marketing to customers and marketer? [5+5]

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