Download BU (Bangalore University) MBA 1st Semester 2016 Feb Marketing for Customer Value Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 1st Semester 2016 Feb Marketing for Customer Value Question Paper

IIIIIHIIIIIIIIIIIIIJIIII PG - 1080
1 Semester M.B.A. Degree Examination, February 2016
(0305] (2014-2015 and Onwards)
MANAGEMENT
Paper - 1.5 : Marketing for Customer Value
Time :3 Hours Total Marks : TO
SECTION - A
Answer any tlve questions. Each Question carriestlvemarks. (5x5=25}
1.
71991:?
What are the major societal forces that affect marketing in the current scenario ?
Illustrate your answer.
What Is meant by relatlonship marketing ? Explain using suitable examples.
? What are the phases of value creation and delivery in marketing 7 Discuss
briefly.
What is a core competency ? How can it be made sustainable 7
What are different buying situations faced by Olganizational Buyers ?
What Is brand posftlonlng ? Explain wlth Illustrations and examples.
What is green mametlng '? Write brie?y on green marketing myopia.
SECTFON ? B
Answerany three questions. Each questiOn carriesten manks. (3x1 0:30)
10.
11.
Explain the concepts of (a) Defense strategies. (b) Genera! attack strategles,
(c) Market challenger strategies, (d) Market fotlower strategies, {at Market nicher
strategies?
What Is strateglc brand management ? Explain the steps In strategic brand
management.
What is a product ? Explain the different product levels with suitable examples.
What is meant by segmentation ? How are consumer mamets segmented ?
R120.

PG -1080 ltllllll?llllllill
SECTION - 0
(Case Study}
This Section is onmpulsory : {1x15=15}
12. Storage boxes for kitchen storage. that are of different sizes, and are avaitable "In
sets, are to be marketed by a Marketing Company. They may be used mainly for
storing food and are made trom food grade plastic. Given the arguments against
the use of plastics. the Company Is ?nding it dif?cult to market the product. You
have been Just employed by this Marketlng Company. You are challenged to
{:1} Find a target market for the product. (b) Consider Suitable segmentation and
., position the product forthis segment. (0} Discuss the marketing communication
for the product along with the selection of media.