Download BU (Bangalore University) MBA 1st Semester 2019 Feb Marketing for Customer Value Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 1st Semester 2019 Feb Marketing for Customer Value Question Paper

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Flat Semestef MBA. Deane Examination. Febmary 2019
(C303 Scheme)
MANAGEIIENT
Paper ? 1.5 : Marke?ng for Customs Value
Time : 3 Hours Max. Marks 2 70
Instruction : Answer all me Sectitms.
SECTION ? A
Answet any the of the following. each question carries five marks. (5x5-25)
1. WhatdoyoumanbySWOTanalysi37Whyis?mmnttoramrkettng
from sedllng product or service?
2. Brie?y explain the concept of life time value for customers. Give an exmmle.
a. What are the dlstlnctNe characteristics of services ?
4. What are some at the factors that pramote the fruit: of ECommeroe players
inmemarket?tfmepotemialgrowmmE-Cu1meroeptayeminthetumre
sustainable.
5. Deecrbememleotmteg'atedma?te?ngcommniea?on?Whyislhnponam?
6. Discuss the impedance of using social media In ptomotlon of a product or
service ? What are some of the advantages ?
7. What is cause related marketing ? Cite an example.
SECTION ? B
Answet any three of the following questions. each comes ten marks. (3x1 0:30)
8. B?e?y explain the need for and Inpm of understanding the marketing
environment ? Support your answet with an example.
9. Explaln the bases for segmenting consumer markets. How is segmentation a
useful tool for marketer ?
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10. Cdttcalty examtne the in?uence of various digital communication on todaye
dynerrlc market.
11. What Is channel con?ict ? Explain the dlftelent types of channel con?ict wlth
example.
SECTION ? 0
Case study (compulsory) : (15x1s15)
12. Rehul started a new retail shop. The plan is to establish a retell shop with less
physical space and more on home detivety. In order to increase the business
he has been using the social media and local Meade ctrcte exceestvely. The
model Is to take orders through telephone calls. Whats App or through an app.
However, after three months of these efforts. the response from the customers
have not been very encouraging. This made him worried the wee dtecuestng
the matter wtth his ptotessor from the college. The professor has suggested
to pay attention to both visual metatandetng and the online mutating
simultaneously since he to working on the concept of netghhourhood store.
Thetdea.htsproteesorexplaktedtstomakeentnpactlnthemindeotme
customers In the neighbouhood end then after them the facility tor the home
delivery. Rahul took this advise and made changes in the lay out at his store.
patd attention in arranging the goods In a better way. In ordet to popularlee his
store, he started punting and distributlng pamphlets. He personatly spoke to
the Customers vistttng his store and offered them the service of home delivery
uetng the ontine tecitities. Over a netted ot stx months he found his buetness
growing manifold.
dws?ms :
a) Could Rahal mbt tradlttonat and modem marketing strategies In marketing
his business. Support your views with Justi?cation.
b) In this case. would an integrated mukettng ootmunicatlon approach he
used to popularise the shop ?