Printed Pages : 5 MBA-016

(Following Paper ID and roll no. to be filled in your answer Book)

PAPER ID : 0120 Roll No.

M.B.A.
(SEM. I) MODEL PAPER, 2008-09
MARKETING MANAGEMENT

Time : 3 Hours] [ total Marks : 100

Note: Attempt all questions. Assume suitable data, if required.

PART-1. Attempt all Questions of the following. All the questions carry
equal marks. 20 Marks

1. What is the first step of marketing research process?

a) Analyze the information
b) Identifying & stating the problem
c) Developing the research
d) Collection of information

2. A system that consist of people equipment and procedures to

gather, sort, analyze, evaluate, and distribute needed, timely
and accurate information to marketing decision maker is known
as….?
a) Management information system
b) Marketing information system
c) Computer information system
d) Decision support system

3. Mere making available the best product is not enough, it is

futile unless the firm resorts to aggressive salesmanship.
a) Production orientation philosophy
b) Sales orientation philosophy
c) Social orientation philosophy
d) Customer orientation philosophy

4. The process whereby individuals decide whether, what, when,

how and from whom to purchase goods and services?
a) Planning process
b) Consumer behavior
c) Customer relationship management
 d) Strategic decision making

5. Which of the following is not a characteristic of good marketing

information system?
a) Accuracy
b) Precision
c) Open
d) Timeliness

6. Magazine, newspaper, articles, are the examples of :

a) Primary data
b) Secondary data
c) Useless data
d) None of these

7. Pushing the product in the market is

a) Selling
b) Marketing
c) Advertising
d) None of these

8. Finding attractive opportunities and developing profitable

marketing strategies are the tasks included in the marketing
manager's strategy planning job.
a) True
b) False

9. Target marketing limits an organization's profit potential.

a) True
b) False

10. Any series of firms or individuals from producer to final user

or consumer is a channel of distribution
a) True
b) False

11. A "marketing program" blends all of a firms' marketing plans

into one big plan.
a) True
b) False

12.Firms that excel at marketing achieve significantly higher

volume and profitability.
a) True
b) False

13. A company has modified and enlarged its product line to

meet the changing needs of its current customers. This is an
example of:
 a) market development.
b) market penetration.
c) diversification.
d) product development.
e) market share.

14. Which of the following is true about the marketing

management process?
a) Marketing managers should plan to maintain the
status quo.
b) Consumers' needs, competitors, and the environment
keep changing.
c) After implementing the plans, the process is finished.
d) Planning is done by the marketing department in
isolation.
d) None of the above.

15. The difference between target marketing and mass

marketing is that target marketing:
a) is a shotgun approach, while mass marketing is a rifle
approach.
b) focuses on specific customers, while mass marketing
aims at an entire market.
c) focuses on short-run objectives, while mass marketing
focuses on long-run objectives.
d) aims at increased sales, while mass marketing focuses
on 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 marketing.
e) doesn't use the 4 Ps.

17. Mass selling:

a) involves direct communication between sellers and
potential customers.
b) is communicating with small numbers of customers.
c) has two major forms: advertising and publicity.
d) has a higher cost of reaching a target customer than
personal selling.
e) uses a salesforce.

Fill in the blanks:

18. Marketing aims at realizing profits through customer

satisfaction; 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 attempt all the questions.

30 Marks

There is excitement at Pepsi India’s head office at DLF corporate

club in Gurgaon. In contrast, excitement in coke’s headquarters at
Enkay lower further down the road, is more palpable when you talk
to its officials. This year, believe analysts, will be different. After all,
soft drinks (200 ml) have hit the magical price point of Rs 5.
The agenda before the two cola giants is to expand the market,
rather than indulge in unnecessary fights.
But something changed a few months ago. In October 2002,
coke slashed prices by an aggressive 15-25 %, forcing Pepsi to
follow suit. It became a price war that gave consumers a reason to
smile. It was not easy for either player. They could do it only for
packing efficiency into their operations and restructuring to
withstand price cuts. The focus would now shift to new consumers
that are entering the market.
Coke and Pepsi want to use their new pricing to drive growth
bringing in consumers and penetrating deeper into the existing
market. The winner will clearly be the one that gains initial
advantage in the race. The focus will clearly be to grab shares from
its rival but to grab a large chunk of growth that lower prices are
expected to drive.
Questions:-
i) What are the objectives of the two cola giants? How do they tend
to achieve the objectives?

ii) Pricing strategy is used not only to kill competition but also to
expand markets”. Elaborate this statement in view of the above
case.

PART-3. Attempt all Questions of the following. All the questions carry
equal marks. 50
Marks
i) What do you understand by marketing ? Explain the marketing
management process.
Or
Distinguish between marketing information system and
marketing research. Discuss important applications (scope) of
marketing research.

ii) What is market segmentation? State the requirements of

 effective market segmentation. Explain the relationship between
market segmentation, targeting and positioning.
Or
Write short note on-
(a) Discuss various types of buying behaviour situations.
(b) "Consumers are being influenced by a number of personal
factors in the purchase of products and services." Discuss.

iii) What are the decisions that a brand manager has to take?
Explain them with suitable examples.
Or
What are the different methods of price determination? Explain
them briefly along with their advantages and limitations.

iv) What are the factors you take into account while deciding the
promotion mix for your product ? Explain briefly
Or
Give a note on-
(a) Explain the terms product item, product line and product
mix with appropriate examples.
(b) Explain different product mix pricing strategies.