Marketing Management MARCH 2016

SECOND SEMESTER B.Com. (CSS) DEGREE EXAMINATIONS, MARCH 2016

Complementary Course BC2 C02: Marketing Management

Time: 3 Hours                                                                                   Max. Marks: 80

 I. Answer all questions: (10 x 1 = 10 Marks)

A. Choose the correct answer 1. The term ‘Marketing Myopia’ was introduced by ———

(a) N H Borden (b) Theodore Levitt (c) E.J. Mc Carthy (d) None of these

2. The only revenue producing element in the marketing mix is ———

 (a) Product (b) Price (c) Place (d) Promotion

 3. ——— means the set of market intermediaries through which the goods flow from producer to consumer.

 (a) Channel of distribution (b) Intensive distribution (c) Multiple distribution (d) Physical distribution 4. MRP stands for:

(a) Managing Public Relations (b) Measuring Public Relations (c) Marketing Public Relations (d) Monitoring Public Relations

 5. ——— refers to word of mouth through electronic channels.

(a) e-commerce (b) viral marketing (c) e-mail marketing (d) encryption

B. Fill in the blanks

 6. ——— is a paid form of communication by an identified sponsor.

7. ——— refers to marketing strategies under conditions of scarcity and during the period of shortage.

8. The concept of marketing mix was developed by ———

9. ——— motives are those motives which determine where or from whom products are purchased. 10. ——— is the complete list of all the products offered for sale by a company. 

II. Answer any eight of the following questions: (8 x 2 = 16 Marks)

11. What do you mean by market segmentation?

12. What is price bundling?

13. Explain the term Brand Loyalty.

14. Write any two objectives of pricing.

15. Expand AIDAS.

16. Define rural marketing.

17. What is morph marketing?

18. What are the major problems associated with Green marketing?

19. Explain marketing mix.

 20. What are the advantages of target marketing?

 III. Answer any six of the following questions: (6 x 4 = 24 Marks)

 21. Explain the concept of product life cycle.

 22. What are the factors influencing the choice of distribution channel?

23. What are the differences between direct marketing and advertising?

 24. Define social marketing. What are its features?

25. What are the limitations of internet marketing?

 26. “Marketing is inevitable for the company”. Comment on the statement.

 27. What are the functions of retailers?

28. Explain the characteristics of consumer behaviour.

 IV. Answer any two of the following questions: (2 x 15 = 30 Marks)

29. Define branding. What are the advantages of branding to consumer and marketers?

30. Explain the various sales promotion methods undertaken at dealer’s as well as consumer’s level. 31. Mention the important methods of pricing with advantages and disadvantages of each.