Download BU (Bangalore University) MBA 1st Semester 2017 Feb Marketing for Customer Value Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 1st Semester 2017 Feb Marketing for Customer Value Question Paper

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l Semester MBA. Degree Examination, February 2017
(CBCS)
. MANAGEMENT
Paper ?? 1.5 : Marketing for Customer Value
Time : 3 Hours Max. Marks : 70
SECTION ?A
Answerany five of the following questions. Each question carries five marks.
(5X5=25)
1. Define and explain the concept of marketing management.
. Explain the meaning of Michael Porter?s value chain.
. Explain the terms brand personification and brand visualisation.
. What constitutes the marketing research process ?
. What is meant by a marketing plan ? What are its contents ?
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. Explain with appropriate examples, the concepts of core competency and
competitive advantage.
7. What is packing ? Why is it necessary ?
SECTION ? B
Answerany three questions from the following. Each question carries ten marks.
(3x10=30)
8. What is meant by market segmentation ? Explain the different ways in which the
market may be segmented. Why is segmentation necessary ?
9. Explain with an illustration, the stages of the product life cycle and discuss the
strategies employed by marketers at each stage of the product life cycle. You
may use examples of your choice.
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10. Illustrate and explain the SERVQUAL model. Why is it useful for marketers ?
11. Explain the following concepts:
a) Role of marketing channels
b) Market challenges strategies.
SECTION ? C
This case study is compulsory. (1 x15=15)
12. You are a manufacturer of smart boards for classrooms. You intend to sell them
in Bangalore city. You are required to :
a) Make a market plan.
b) Identify your market segment.
0) Decide on the communication strategy through suitable advertisements.
d) Decide on the media for communication.
9) Explain your sales targets and your sales promotion techniques.