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M.B.A. DEGREE EXAMINATION, NOVEMBER/DECEMBER 2010
Second Semester
BA 9223 - MARKETING MANAGEMENT
(Regulation 2009)
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PART A — (10 × 2 = 20 Marks)
1. List any two differences between consumer market and industrial market characteristics.
2. Illustrate the product hierarchy with an example.
3. What are the benefits of segmentation?
4. What are the steps in consumer decision making?
5. Define the concept of re-positioning.
6. What are the elements of promotion mix?
7. What do you mean by marketing process?
8. When is price skimming a good option?
9. List out the unique characteristics of services.
10. What is consumerism?
PART B — (5 × 16 = 80 Marks)
11. (a) Explain the concept of Product Life Cycle. (16 marks)
Or
(b) How do marketing strategy and marketing mix change across the PLC stages? Explain. (16 marks)
12. (a) Why is it necessary for a marketer to study the marketing environment? What are the environmental variables to be taken into consideration? Discuss. (16 marks)
Or
(b) Outline the stages in new product development. (16 marks)
13. (a) Outline the steps involved in Market segmentation, targeting and positioning. (16 marks)
Or
(b) Explain the channel design process. (16 marks)
14. (a) Discuss the contents of a marketing research report. (16 marks)
Or
(b) Explain the Product Management decisions (i.e. product mix and line decisions) using real-life examples. (16 marks)
15. (a) Discuss the different online advertising options for a marketer. (16 marks)
Or
(b) Has marketing changed in the Connected world? Discuss the strategy implications of the Internet for marketing. (16 marks)
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