Marketing Management BBA Second Year Sixth Semester Examination 2011

BBA second year Sixth semester examination, 2011

MARKETING MANAGEMENT

Subject code: 3204

Examination code: 606

Time – 3 hours

Full marks- 70

[N.B. - the figures in the right margin indicate full marks. Answer any five questions from Part A and three questions from part B]

Part – A - Short Question

Marks- 5*5=25

1.      Define product in marketing. What are the levels of a product? Clarify your answer by putting a specific example for each level.

2.      What is marketing mix? Describe briefly the element of marketing mix.

3.      “Marketing management is demand management.”- Explain.

4.      What do you understand by marketing intelligence? Explain its application in decision –making.

5.      Explain different market follower strategies. How can you put these strategies in education business?

6.      What is SWOT analysis? As a BBA student under the National University, how do you evaluate yourself through SWOT analysis?

7.      Among the available marketing management philosophies, which one does you, think mostly being practiced herein the business environment of Bangladesh? Put argument for your answer.

Part B- Broad Question

(Answer any three questions)

Marks-15*3=45

8.      (a) What are the external factors that affect a marketer’s decision regarding setting price of a product?

    (b) In a competitive business environment, how can a company respond to price cuts by its rival companies? What are the strategic options before the company to use to fit for the situation?

9. (a) clarify the concepts – product line and product mix with particular example for each. State the strategies that a company can use to expand its product line.

   (b) What are the major considerations for a company to decide regarding its product mix?

10. (a)  Illustrate with example differentiated, undifferentiated and concentrated marketing strategies separately.

      (b) In order to retain well in a competitive market situation, how can a company distinguish its offers from those of its competitors? 

11. (a) Describe different marketing channel.

    (b) What is channel conflict? What are the major steps that a manager can take to resolve the channel conflict?

12. (a) what is marketing research system?

     (b) For developing and improving a product (consumer goods) what step by step research process will you follow? Justify your answer.