KARPAGAM INSTITUTE OF TECHNOLOGY

MBA CONTINUOUS ASSESSMENT INTERNAL TEST- II

REGULATIONS – 2012 I - SEMESTER (2012-13)
BA 9204 - ORGANIZATIONAL BEHAVIOUR

TIME: 1.30 Hours Max. Marks: 50

PART – A (5 x 2 = 10 MARKS)

ANSWER ALL QUESTIONS

1) Define marketing
Marketing is the social process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others.

2) What is product concept?

The idea behind product concept is customer will buy the product that is best in quality, design,
features and durability. Organizations follow product concept are too much focused on their product
that they lost site of other important factors like customer needs and wants.

3) What is service marketing?

Services marketing typically refer to both business to consumer (B2C) and business to business
(B2B) services, and includes marketing of services like telecommunications services, financial
services, all types of hospitality services, car rental services, air travel, health care services and
professional services.

4) Mention the factors involved in Michel porter model for competitive analysis

Michael Porter presented a framework for analyzing competitors. This framework is based on
the Following four key aspects of a competitor:
 Competitor's objectives
 Competitor's assumptions
 Competitor's strategy
 Competitor's capabilities

5) Explain introduction stage of PLC

When the product is introduced, sales will be low until customers become aware of the product
and its benefits. Some firms may announce their product before it is introduced, but such
announcements also alert competitors and remove the element of surprise. Advertising costs typically
are high during this stage in order to rapidly increase customer awareness of the product and to target
the early adopters. During the introductory stage the firm is likely to incur additional costs associated
with the initial distribution of the product.
 PART – B (5 x 8 = 40 MARKS)

ANSWER ANY FIVE OF THE FOLLOWING

6) Critically analyze the importance of marketing department relationships with other functional
departments in the organization.

7) How the environmental intervention does affect the marketing management? Explain.

8) How will you develop a strategy for Industrial marketing?

9) What do you mean by Competitor analysis? Explain with Diagram.

10) Differentiate services marketing from product (consumer) marketing.

11) Explain new product development and launching.

12) Explain the stages of product life cycle with suitable example