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Question Paper Code : 12143

MBA DEGREE EXAMINATION, MAY / JUNE 2016

Second Semester
15BA203 – MARKETING MANAGEMENT
(Regulations: Mepco – R2015)
Duration: 3 Hours Maximum Marks:100
Answer ALL Questions
PART A – (10  2 = 20 Marks)
1. Generalize the meaning of marketing management.
2. Define need, want and desire.
3. Differentiate consumer marketing and industrial marketing.
4. Define competitor analysis.
5. Summarize the factors influencing individual buying behaviour.
6. Detail the term customer acquisition.
7. State what is product mix.
8. Distinguish wholesale and retail.
9. What is viral advertising?
10. State the limitations of global marketing.

PART B – (5  16 = 80 Marks)
11. a) Explain the core concepts of modern marketing in Indian perspective. (16 Marks)
OR
11. b) Enumerate why it is important for MNC’s to analyze marketing environment in
India. Substantiate with examples. (16 Marks)

12. a) Describe the role of marketing information system and its components in detail. (16 Marks)
OR
12. b) “Marketing research is vital for the evaluation of a sound marketing strategy” –
Evaluate this statement. (16 Marks)

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13. a) “An educated buyer makes a better buyer”- Analyse the implication of this
statement. (16 Marks)
OR
13. b) Outline the relationship and the importance of market segmentation for target
market and product positioning. (16 Marks)

14. a) Discuss the steps involved in new product launch of a FMCG product of your
own. How would you select the right target market for your new product? (16 Marks)
OR
14. b) A multinational is planning to launch its brand of cosmetics in India. What
channels of distribution would you recommend to reach the customers with a
sound marketing plan? (16 Marks)

15. a) Construct the steps that you would follow for effective planning and
management of a sales promotion programme for a ready-to-cook meal as a
Sales Manager. (16 Marks)
OR
15. b) “The present day marketing is digital marketing” – Discuss the recent trends of
e-tailing in India. (16 Marks)

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