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Marketing Management
Section – A
1. In what- way is the knowledge of the Indian consumer environment a prerequisite for marketers in
the design and development of suitable marketing plans? Discuss.
2 .To fight against dowry system, the Government of a state approaches you as a leading social
marketing firm to alleviate and curb this menace. Prepare a complete social marketing proposal
outlining the four Ps and how they will be applied to the programme.
3. Distinguish between Market Segmentation and Product Differentiation. Describe the bases that
you will use in segmenting the market for the following products:
(i) Hair dryer
(ii) Low calorie sweetener
4. What is consumer behavior? Explain briefly the various factors influencing consumer behavior
taking example of any consumer durable of your choice
c) Societal marketing
6. Briefly explain the various steps in the consumer decision making process. Do all consumer
decisions involve these steps? Justify your answer. Describe the steps in the consumer decision
making process in each of the following cases.
a) A business man considering the purchase of a new mobile phone for communication between the
branches of his firm.
b) A consumer considering the purchase of a headache remedy that is advertised as stronger and
more effective
7. Why does the marketing mix change as the products move through the PLC? How would you
expect the mix to change for an innovative home exercise kit as it moves through the product life
cycle? How can test marketing be helpful in launching new products?
8. Marketing success largely depends on the effective STP strategies adopted by the firm. Discuss
the above statement with two examples of your choice. What would be suitable segmentation basis
for the following and why?
(i) Premium brand of after shave lotion
(ii) Rs. 1 lac small car proposed by a leading Indian car manufacturer.
Section – B
Case Detail :
Read the case study given below and answer the questions given at the end.
Case Study
Taking into account, the other brands in this market, formulate a detailed marketing plan for
Aquapen addressing the following issues: