Download BU (Bangalore University) MBA 1st Semester 2018 Feb Marketing for Customer Value Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 1st Semester 2018 Feb Marketing for Customer Value Question Paper

First Semester M.Et.A. Degree Exeminetien, JanuaryiFehruery 201E
{CECE} {2014 ? 15 at Unwarde}
MANAGEMENT
Paper ? 1.5 : Marketing for Customer Value
Time : 3 Heure Max. Marks: ??
Anettre ran? ?ve questiene from the fdlewing, each questions earriees meme. {5:15:25}
1. What are the five Ievele of a product ?
2. Discuss the different demographic variables that are used to eegment the market.
3. What are the different strategies used by a niche madteterte enhance market
share ?
4. Illuetrete and explain uerieue etegee at the precinct life cycle with suitable
'ettarnplee.
n.
5. What is meant by peeitiening ? Explain with examples of indien products how
peeitimihg has been clone.
6. What are marketing ehan nele 'i' What are the reeeehe [er ehan hel eehiliet '?
T. Explain the EGG matrix with euitebie examples ?t your :heiee.
Anewerany three questions from the feliewing. Each question earries 1t] meme.
[?et??m
3 iEtn'et?Iyir explain the maere environment fereee effecting the marketers decision.
9. Explain the impedan-ee et packaging and labelling ef products eite appropriate
examples
1U. Elucidate hewyeu will manage maee eemmunieetien through advertising ealee
premetittn and public relation.
11. Bring eutthe growth of enline marketin'g in Indie. with suitable Exampiee. P T e

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SECTION -~ 0
12. Compulsory case study.
Bengeluru is a globally knewn city and hence has high tourism potential. The
estimation is that Kemp-egewda International Airport in Bengeluru reeeiyee about
22 million passengers a year. The tourism minister says "Even if 10% of these
passengers te step eyer and Spend some time in Bengeluru, it will create huge
revenue fer the government and hospitality industry". As part of promoting tourism
potential of Bengeluru. the department is planning to premete Brand Bengeluru.
All the eyente organised or sponsored by the tourism department will be brought
under the Brand Bengaluru. This includes Kedalekai Pariehe, Chitra Santha1
Bengeluru Golf Tournament and Nemme Bengalum Hehba. The lege of the brand
is being erewcl eeureed and an app for the tourist will he prepared. The app will
haye all the inferrnatien needed for an outstation tourist ta emeethly travel in the
city and be able to see around the tourist places. All agencies related tn the
tieyeleprnent ef Bengeluru including BBMF. EDA en'd the hospitality industry will
he asked to adopt the Brand Bengaluru.
Based en the case study. answer the tellewing questions.
a] What eeuld be some new marketing strategies that may be adapted by the
tourism department to premete Brand Bengeluru ?
b} Whetere the intermatien that sheuld be included in the Brand Bengaluru app
fer teuriet ?
e} Prepare a plan ter the contents of the App, such that any person globally can
access and avail intennatien regarding the facilities ayaileble at the Airport.