Sp 4

Reg. No.

Question Paper Code : J1109

M.B.A. DEGREE EXAMINATION, FEBRUARY/MARCH 2018.

Second Semester

DBA 7202 – MARKETING MANAGEMENT

(Common to All branches)

(Regulations 2013)

Time : Three hours Maximum : 100 marks

Answer ALL questions.

PART A — (10  2 = 20 marks)

1. What are the diverging views on market?

2. Define marketing Environment.

3. What is consumer marketing?

4. Define marketing mix.

5. What do you understand by market segmentation?

6. What are the objectives of pricing?

7. What are the benefits of Online buyer behaviour?

8. Define CRM.

9. What do mean by the Retail research?

10. What are the benefits of online marketing trends?

PART B — (5  13 = 65 marks)

11. (a) What are the various sources of meeting the current financial needs of a
marketing concern?

Or
(b) Evaluate the role, scope and importance of marketing information
system.
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12. (a) Comment on the competitive marketing strategies to counter the

Or
(b) “The marketing of services is one of the fastest–growing areas of
marketing and distribution” – Comment.

13. (a) Explain briefly the steps to be followed in new product introduction.

Or
(b) “Advertising brings long-term benefits, but sales promotion is for quicker
result.”—Discuss.

14. (a) What are the ingredients of the basic model of buyer behaviour?
Comment on the person-centre factors.

Or
(b) Briefly explain the usual steps of the buyer process.

15. (a) “Marketing research is an aid to effective marketing decision”. Discuss.

Or
(b) Discuss Ethics in Marketing.
PART C — (1  15 = 15 marks)

16. (a) How will you ensure effectives of a new advertisement launched?

Or

(b) How will you execute pre-test of a natural health drink which you are
interested in?

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2 J1109
 Reg. No. :

Question Paper Code : BS2109

M.B.A. DEGREE EXAMINATION, AUGUST/SEPTEMBER 2017

Second Semester

DBA 7202 –– MARKETING MANAGEMENT

(Common to all Branches)

(Regulations 2013)

Time : Three hours Maximum : 100 marks

Answer ALL questions.

PART A — (10  2 = 20 marks)

1. Define External Marketing.

2. List out the necessary skills for a Marketing Manager.

3. Differentiate Consumer Marketing and Industrial Marketing

4. What are the characteristic of Service Marketing?

5. What is called New Product development?

6. Define Positioning in marketing.

7. Mention any four demerits of online buying

8. How customers will react to a Purchase Dis- satisfaction?

9. List out the importance of Pre-Launch Survey.

10. What is cause Related Marketing?

PART B — (5  13 = 65 marks)

11. (a) Explain the Marketing Environment factors for the Cosmetic Industry

Or
(b) Critically evaluate the trends in marketing practices in the present
global environment
12. (a) Describe the Marketing Strategy Formulating Process for a Consumer
Product.

Or
(b) Design a Strategic Marketing Mix Components for a organized retail
chain of outlets.

13. (a) Explain the stages of Product Life Cycle and strategies to adapt at every
stage.

Or
(b) ‘Advertisement and Sales Promotions are inevitable in marketing’ -
evaluate with example.

14. (a) Explain the different types in Buyer Behaviour Models with example

Or
(b) ‘Developing Customer Relationship and Retention is the required task for
the Marketers ‘ - how banks can adopt strategies for said statement?

15. (a) Develop a Marketing Information System for a Mobile phone marketing.

Or
(b) Discuss the trends of online marketing among the youth, with suitable
examples.
PART C — (1  15 = 15 marks)

16. (a) A popular Indian Brand wants to establish, retail chain hyper-market in
all metro cities in the country. Before they establish, the company wants
to know their success rate compare to other competitive brand.
(i) Formulate a Market Feasibility Survey Plan (8)
(ii) Develop a marketing questionnaire to know the success rate of the
competitive brand. (7)

Or
(b) Assume that You are a Consultant in Marketing. A deodorant product
segmented for teenagers are to be launched through online marketing.
(i) Suggest online website marketing strategy. (8)
(ii) How the decision of celebrity and costing can be decided? (7)

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2 BS2109