BBA
second year Sixth semester examination, 2010
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.
What are the core marketing concepts?
2.
Distinguish between societal marketing
concept and holistic marketing concept.
3.
What are the components of a modern
marketing information system?
4.
What are customer value, satisfaction
and loyalty and how can companies deliver them?
5.
How do business buyers make their
decisions?
6.
How can market followers or nichers
compete effectively?
7.
Define direct Marketing. What are the
benefits of direct marketing?
Part B- Broad Question
(Answer any three questions)
Marks-15*3=45
8. (a) Distinguish eight different states of demand
and explain the corresponding tasks facing marketing manager.
(b) Explain
the various steps in the marketing management process.
(c) How can
companies more accurately measure and forecast demand?
9. (a) What do you mean by price?
(b) What
are the factors that involved in setting pricing policy?
(c) Explain several techniques of promotional
pricing.
10. (a) What is a
marketing channel system and value network?
(b) How should companies integrate channels
and manage channel conflict?
(c)
What are the key issues with e-commerce?
11. (a) what is meant
by product life cycle? Show the diagram of PLC.
(b)
Discuss the different stages of product life cycle with relevant marketing
strategies.
(c) Define positioning statement with example.
12. (a) Discuss the
marketing strategies for service firms.
(b)
“Services have four distinctive characteristics.”- Discuss.
(c)
Discuss the product mix and product line length.
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