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Improvement Test Questions

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Nandeesh Nettekere Gowda
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54 views4 pages

Improvement Test Questions

Uploaded by

Nandeesh Nettekere Gowda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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20MBA15

CBCS SCHEME
MARKETING MANAGEMENT
MODEL QUESTION PAPER
Time: 3 hrs Max.Marks:100

Note: 1:Answer any four questions from Q.No.1 to Q.No.7.


2:Question No.8 is compulsory
1 a.Define Marketing. (3 marks)
b.Briefly explain the product oriented concept and customer oriented concept. (7 marks)
c.Explain the contemporary Indian Marketing Environment. (10 marks)
2 a. What is market segmentation? (3 marks)
b.Explain the concept of Buying motives in marketing environment. (7 marks)
c. Explain in detail the various bases for segmenting consumer markets. (10 marks)
3 a.What is Branding? (3 marks)
b.Explain in detail the various product differentiation strategies. (7 marks)
c.Explain in detail the growth phase and Maturity phase of PLC. (10 marks)
4 a. What is Supply chain management? (3 marks)
b. Explain in detail channel management decisions. (7 marks)
c. Explain the various Pricing strategies . (10 marks)
5 a.What is direct marketing? (3 marks)
b.Explain AIDA model with suitable example. (7 marks)
c.Explain the different steps involved in developing effective communication. (10 marks)
6 a.What is personal selling? (3 marks)
b. Explain the various components of Marketing Audit. (7 marks)
c. Explain the various tools and techniques of sales promotion. (10 marks)
7 a.What is m-Commerce? (3 marks)
b. Explain the steps involved in Marketing planning. (7 marks)
c. Bring out the steps involved in Publicity and Public relations. (10 marks)
8 Case study:
Indian Refrigerator Market

India's Refrigerator market estimated at Rs. 2750 Cr. is catered mainly by 10 brands. The annual
capacity is estimated at around 4.15 million units is running head of demand of 1.5
millions.As there is a demand and a surplus supply, all the manufacturers are trying out for

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new strategies in the market.

Times have changed and also the buying behaviour of the customer. Earlier it was cash and carry
system. Now dealers play an important role in selling; now the systems isexchange for old
“bring your old refrigerator and take a new one with many gifts”.

A new company by name Electrolux has entered the market which has acquired Allwyn,
Kelvinator and Voltas brand.Researchers have revealed that urban and city sales are
declining and hence all manufacturers are trying to concentrate on rural markets.
Electrolux strategy is customisation of market, with special attention to the Northern and Southern
India markets, while Godrej the main player thinks that dealer network in rural market for sales and
service will be beneficial and is trying to give more emphasis on dealer network, whereas Whirlpool
has adopted the strategy of increasing the dealer network by 30%.

The market shares of the major players are as follows:


 Godrej 30%
 Videocon 13%
 Kelvinator 12%
 Allwyn 10%
 L.G 1%
 Others 1%

Questions:
1. Could the refrigerator market be segmented on geographical base planned by
Electrolux? 5 marks)
2. What would be the marketing mix for ruralmarket? (5 marks)
3. Would 125 L and 150 L models be an ideal choice to launch in ruralmarket? (10marks)

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First Semester MBA Degree Examination
20MBA15 Model Question Paper
Time: 3 Hrs Max. Marks: 100

Note: 1. Answer any FOUR full questions from Q.No.1 to Q.No.7


2. Q.No.8 is compulsory

1. a. What is Neuro Marketing? (03 Marks)


b. Explain the 3V concept? (07 Marks)
c. Explain the techniques used in environment analysis. (10 Marks)

2. a. What is Consumer Behaviour? (03 Marks)


b. Briefly explain the Black box model of consumer behaviour. (07 Marks)
c. Explain in detail the bases for segmenting consumer markets. (10 Marks)

3. a. Define product. (03 Marks)


b. What is a brand? What are the different types of branding? (07 Marks)
c. Explain segmentation, targeting and positioning. (10 Marks)

4. a. What are the factors that influence pricing? (03 Marks)


b. Explain the factors affecting channel choice. (07 Marks)
c. Explain the distinction between distribution logistics and supply chain management.
(10 Marks)

5. a. What is Digital Marketing? (03 Marks)


b. Explain the different types of advertising budget. (07 Marks)
c. Explain AIDA Model. (10 Marks)

6. a. What is MkIS? (03 Marks)


b. Bring out the difference between push and pull strategies of promotion. (07 Marks)
c. Explain the various techniques of sales promotion. (10 Marks)

7. a. What is e-Networking? (03 Marks)


b. Explain the steps involved in personal selling. (07 Marks)
c. Explain Indian Contemporary marketing environment. (1) (10 Marks)

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8. CASE STUDY (Compulsory)
Marketing and Distribution of Mushroom
Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore. They
thought instead of doing a job, they will launch fresh vegetables in Indian markets. Having learnt
of the future conventional foods, they decided to venture into cultivation of mushrooms.

Mushrooms are known to be the best alternative food for vegetarians. For Sachin and Virag fund
raising was a serious handicap for mass production. However, the first trial batch of mushrooms
that they produced was bought by Star Hotel in Bangalore. Further, the hotel placed orders for
supply of 20 kgs every day.

Now mushroom industry is run by small entrepreneurs, like Sachin and Virag. Another big player
M/s Ashtavinayak Mushrooms, equipped with cold storage facility was more interested in the
export market.
Sachin and Virag have set their sights high. They aim to sell mushrooms in a very big way all over
India. Mushrooms have a great market potential and is a perishable food.
Questions
A. How will you advise Sachin and Virag, as how to increase the consumer awareness about
this new food? (10 Marks)
B. What would be your suggestions for distribution channel for mushrooms? (10 Marks)

*********************

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