Marketing Management, Question Paper of MBA 2nd Semester,Download Previous Years Question Paper 8

Roll No……………..

Total no. of Questions:  15                                                                         Total No. of Pages: 03

M.B.A./MBA (IB) (Sem-2^nd) (2012 Batch)

MARKETING MANAGEMENT

SUBJECT CODE: MB - 204

Paper ID: [C0249]

Time: 3 Hours                                                                                                              Max. Marks: 60

INSTRUCTIONS TO CANDIDATES:

1.     SECTION-A contains SIX questions carrying FIVE marks each and students has to attempt any FOUR questions.

2.     SECTION-B consists of FOUR Subsections : Units-I, II, III &IV. Each Subsections contains TWO questions each carrying EIGHT marks each and students has to attempt any ONE question from each Subsection.

3.     SECTION-C is COMPULSORY and consists of ONE case Study carrying EIGHT marks.

SECTION – A

1.     Briefly differentiate between marketing and selling.

2.     List factors which influence business buying process.

3.     What is Buzz marketing, green marketing and network marketing?

4.     Outline strategies for managing sales force in insurance industry.

5.     List various sources for idea generation.

6.     What is difference between channel management, logistics and supply chain management?

SECTION – B

UNIT-I

7.     Discuss the marketing planning process. Illustrate with example the effect of liberalization and Globalization on Marketing planning process.

OR

8.     What are the environmental variables influencing the industry? Discuss the role of MIS in helping scan, analyse and predict the industry environment.

UNIT-II

9.     What is STP? Discuss the STP strategies adopted by TATA salt, 110 and ICICI prudential.

OR

10.                        What do you mean by the term Product Life Cycle (PLC)? Explain the stages of PLC. Find out in which stage of PLC are the followed product in India, and suggest suitable marketing strategies for each:

(a)  Tooth Powder

(b) Micro-wave Ovens

(c)  Bicycles

(d) VCRs.

UNIT-III

11.                        What are principal functions of a distribution channel? Discuss different types of channels with examples.

OR

12.                        Choose any one of the following of Sectors:

a.     Bank

b.     Automobile

c.      FMCG

Critically examine promo mix of atleast four companies in the industry chosen. What factors influence the promo mix?

UNIT-IV

13.                        What is online E-commerce? How has technology influenced the Global competition? Discuss various strategies of entering into Global Markets.

OR

14.                         Write short notes on the following:

a)     CRM as a tool for customer loyalty and retention.

b)    Social marketing

SECTION – C

            CASE STUDY

15.                        Reliable Tool Company is a manufacturer of hubs and axles for the trailer and heavy truck industry. Though the customer base is small, monthly sales at Reliable are approximately $1 million. “You might say we have all of our eggs in one basket,” says owner A Bajaj. Reliable Tool has captured “a small piece of the pie” but is the sole supplier of hub and axle components to its customer; therefore, it is critical that a component sales force be maintained in order t nurture those few but large accounts. Ninety-five Percent of Reliable’s customers are located in Gujarat. Travel time to all customers is short but, given the nature of the industry, time spent with each customer is essential.

Design a promo mix for Reliable Tool Company. Which Promo tool should it concentrate on and why? Design a salesforce structure and motivation plan for Reliable Tool Company.