Principles Of Marketing BBA Second Year Third Semester Examination 2012

BBA SECOND YEAR THIRD SEMESTER EXAMINATION, 2012

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PRINCIPLES OF MARKETING

SUBJECT CODE : 2102

Time—3 hours

Full marks—70

[N.B. —The figures in the right margin indicate full marks. Different parts of each question must be answered sequentially.]

Part A—Short Questions

(Answer any five questions)

Marks—6×5=30

1. (a) Contrast between market and marketing.                                                                                                                

    (b)  Out line the steps in the marketing process.                                                                                                           

2.     List and define the major types of buying decision behaviour and the stages in the buyer decision process.      

      

3. (a) What is product?                                                                                                                                                                    

 (b)  how does an industrial product differ from a consumer product?  

 

4. (a) What do you mean by marketing environment?                                                                                                           

    (b Why scanning and analysis of marketing environment is essential for operating an industry effectively?                      

5. (a) Why market needs to be segmented?                                                                                                                                       

    (b) Mention the variables of demographic segmentation for consumer market.                                                                     

6. (a) Mention the factors which influence the marketing channel decision.                                                                               

    (b) Have you any arguments in favour of channel conflict?                                                                                                                   

7. (a) Differentiate between marketing promotion and sales promotion.                                                                                      

    (b) write six important factors the advertiser should consider in the selection of media.                                                                  

Part—B Broad Questions

(Answer any five questions)

Marks—10×4=40

8. (a) What do you mean by marketing concept? Which concept do you prefer and why?                                                                     

    (b) why consumers placed at the centre of the marketing mix?                                                                                             

9. (a) What do you mean by new product?                                                                                                                                           

    (b) Describe the major strategies for pricing new products.                                                                                                          

    (c) ‘You can eliminate the middleman but you cannot eliminate their function’—Discuss.                                                  

10. (a) Define brand. State the strategies about the company’s major branding decision.                                                           

      (b) What is meant by service marketing?                                                                                                                                  

      (c) Write short note on service products that have developed recently in Bangladesh.                                                                     

11. (a) name and describe the four major steps in designing a customer driver marketing strategy.                                           

      (b) What is a product’s ‘position’ and how do marketers know what it is?                                                                          

12. (a) What are five different marketing management orientations? Justify each of

them with appropriate examples and state why that orientation is relevant today.                                                     

      (b) How has the internet changed consumers marketers?                                                                                                       

13. (a) Name and briefly describe the six product mix pricing decisions.                                                                                       

      (b) Explain the differences between value-based pricing and cost-based pricing.