Download PTU I. K. Gujral Punjab Technical University (IKGPTU) MBA (Master of Business Administration) 2020 December 2nd Sem 76155 Marketing Management Previous Question Paper
Roll No.
Total No. of Pages : 02
Total No. of Questions : 17
MBA / MBA (IB) (2018 Batch) (Sem.?2)
MARKETING MANAGEMENT
Subject Code : MBA-203-18
M.Code :76155
Time : 3 Hrs. Max. Marks : 60
INST RUCT IONS T O CANDIDAT ES :
1 .
SECT ION-A c ontains EIGHT questio ns carrying TWO marks each an d s tudents
have to atte mpt ALL qu estio ns.
2 .
SECT ION-B c ons ists of FOUR Subsections : Units-I, II, III & IV. Ea ch Subsection
con tains T WO questions each ca rrying EIGHT ma rks each and s tudents have to
attemp t any ONE qu estio n from e ach Sub section.
3 .
SECT ION-C is COMPUL SORY and co nsists of ONE Case Stud y carrying TWEL VE
marks.
SECTION-A
Answer briefly :
1)
Differentiate between marketing and selling.
2)
What are factors influencing consumer buying behaviour?
3)
What are features of a Good Label?
4)
Define Green Marketing.
5)
Highlight elements of service marketing mix.
6)
What do you mean by channel design?
7)
Outline need for conducting research in BOP markets.
8)
What do you mean by informal economy?
SECTION-B
UNIT-I
9)
Explain various steps in marketing planning process with illustrations.
10) Outline the components of marketing information system, with examples.
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UNIT-II
11) Highlight marketing mix strategies for various stages of the Product Life Cycle.
12) Explain characteristic features of alternative pricing methods, with illustrations.
UNIT-III
13) Explain steps involved in personal selling process, with illustrations.
14) What are relative advantages and disadvantages of various media for advertising?
Elaborate.
UNIT-IV
15) Outline importance of bottom of the pyramid (BOP) marketing, with examples. Describe
features of BOP Consumer.
16) Highlight important ethical issues involved in bottom of the pyramid (BOP) marketing,
with illustrations.
SECTION-C
17) Read the case study and answer the questions based on it :
A Japanese mobile hand set manufacturing company plans to enter Indian markets. The
company has variety of handsets of various price ranges and features. It has desired your
services as a marketing consultant. It needs your advice on which market segments it
should target.
Questions :
a) Recommend suitable bases of market segmentation of Indian markets for mobile
handsets.
b) What promotional tools you would recommend to the Japanese company for Indian
markets for its mobile handsets?
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 post was last modified on 14 February 2021