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Printed Pages:5MBA-016(Following Paper ID and roll no. to be filled in your answ er Book)PAPER ID : 0120Roll No.M.B.A.(SEM. I) MODEL PAPER, 2008-09MARKETING MANA GEMENTTime:3 Hours][ total Marks : 100 Note: Attempt all questions. Assume suitable data, if required.PART-1. AttemptallQuest ions of the following. All the questions carryequalmarks.20 Marks1.What is the f

irst step of marketing research process?a)Analyze the informationb)Identifying & stating the problemc)Developing the researchd)Collection of information2.A syst em that consist of people equipment and procedures togather, sort, analyze, eval uate, and distribute needed, timelyand accurate information to marketing decisio n maker is knownas.?a)Management information systemb)Marketing information system c)Computer information systemd)Decision support system3.Mere making available th e best product is not enough, it isfutile unless the firm resorts to aggressive salesmanship.a)Production orientation philosophyb)Sales orientation philosophyc) Social orientation philosophyd)Customer orientation philosophy4.The process wher eby individuals decide whether, what, when,how and from whom to purchase goods a nd services?a)Planning processb)Consumer behaviorc)Customer relationship managem ent d)Strategic decision making5.Which of the following is not a characteristic of g ood marketinginformation system?a)Accuracyb)Precisionc)Opend)Timeliness6.Magazin e, newspaper, articles, are the examples of :a)Primary datab)Secondary datac)Use less datad)None of these7. Pushing the product in the market isa)Sellingb)Market ingc)Advertisingd)None of these8. Finding attractive opportunities and developin g profitablemarketing strategies are the tasks included in the marketingmanager' s strategy planning job.a) Trueb) False9. Target marketing limits an organizatio n's profit potential.a) Trueb) False10. Any series of firms or individuals from producer to final useror consumer is a channel of distributiona) Trueb) False11. A "marketing program" blends all of a firms' marketing plansinto one big plan.a ) Trueb) False12.Firms that excel at marketing achieve significantly highervolum e and profitability.a) Trueb) False13. A company has modified and enlarged its p roduct line tomeet the changing needs of its current customers. This is anexampl e of: a) market development.b) market penetration.c) diversification.d) product develo pment.e) market share.14. Which of the following is true about the marketingmana gement process?a) Marketing managers should plan to maintain thestatus quo.b) Co nsumers' needs, competitors, and the environmentkeep changing.c) After implement ing the plans, the process is finished.d) Planning is done by the marketing depa rtment inisolation.d) None of the above.15. The difference between target market ing and massmarketing is that target marketing:a) is a shotgun approach, while m ass marketing is a rifleapproach.b) focuses on specific customers, while mass ma rketingaims at an entire market.c) focuses on short-run objectives, while mass m arketingfocuses on long-run objectives.d) aims at increased sales, while mass ma rketing focuseson increased profits.e) means concentrating on a small market.16. Compared to mass marketing, target marketing:a) offers greater efficiency.b) is more expensive.c) offers more potential customers.d) is an older method of mark eting.e) doesn't use the 4 Ps.17. Mass selling:a) involves direct communication between sellers andpotential customers.b) is communicating with small numbers of customers.c) has two major forms: advertising and publicity.d) has a higher cos t of reaching a target customer thanpersonal selling.e) uses a salesforce.Fill i n the blanks:18. Marketing aims at realizing profits through customersatisfactio n; but selling aims at profits through. 19. In marketing the principle of caveat..is followed.20. In selling the principle of caveat.is followed.PART-2. Go through the case and attemptallthe questions.30 Marks There is excitement at Pepsi Indias head off ice at DLF corporateclub in Gurgaon. In contrast, excitement in cokes headquarter s atEnkay lower further down the road, is more palpable when you talkto its offi cials. This year, believe analysts, will be different. After all,soft drinks (20 0 ml) have hit the magical price point of Rs 5. The agenda before the two cola g iants is to expand the market,rather than indulge in unnecessary fights.But some thing changed a few months ago. In October 2002,coke slashed prices by an aggres sive 15-25 %, forcing Pepsi tofollow suit. It became a price war that gave consu mers a reason tosmile. It was not easy for either player. They could do it only forpacking efficiency into their operations and restructuring to withstand price cuts. The focus would now shift to new consumersthat are entering the market.Co

ke and Pepsi want to use their new pricing to drive growthbringing in consumers and penetrating deeper into the existingmarket. The winner will clearly be the o ne that gains initialadvantage in the race. The focus will clearly be to grab sh ares fromits rival but to grab a large chunk of growth that lower prices areexpe cted to drive.Questions:-i)What are the objectives of the two cola giants? How d o they tendto achieve the objectives?ii)Pricing strategy is used not only to kil l competition but also toexpand markets. Elaborate this statement in view of the abovecase.PART-3. AttemptallQuestions of the following. All the questions carrye qualmarks.50Marksi)What do you understand by marketing ? Explain the marketingma nagement process.OrDistinguish between marketing information system andmarketing research. Discuss important applications (scope) of marketing research.ii)What is market segmentation? State the requirements of effective market segmentation. Explain the relationship betweenmarket segmentati on, targeting and positioning.OrWrite short note on-(a) Discuss various types of buying behaviour situations.(b) "Consumers are being influenced by a number of personalfactors in the purchase of products and services." Discuss.iii)What are the decisions that a brand manager has to take?Explain them with suitable exampl es.OrWhat are the different methods of price determination? Explainthem briefly along with their advantages and limitations.iv)What are the factors you take int o account while deciding thepromotion mix for your product ? Explain brieflyOrGi ve a note on-(a) Explain the terms product item, product line and productmix wit h appropriate examples.(b) Explain different product mix pricing strategies. Model Paper of Marketing Management of UPTUDownload this Document for FreePrintM obileCollectionsReport DocumentReport this document? Please tell us reason(s) for reporting this document

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