M.B.A./M.B.A. (Finance) DEGREE EXAMINATION, APRIL/MAY 2018.
Second Semester
MARKETING MANAGEMENT

2 90121-A
Time 3 Hours Max. Marks 60
PART — A
Answer all FIVE questions. 2 10 Marks)
1. Definition of marketing.
2. What is consumer Behaviour?
3. Brand Ambassador
4. Physical distribution system.
5. Marketing organisation.
PART — B
Answer all FIVE questions. 8 40 Marks)
(with internal choice)
6. Explain the process of marketing in detail.
Or
Write the importance and role of marketing.
7. Explain the concept of market segmentation and discuss the various bases of
it.
Or
Explain the methods of researching and selecting target markets.
8. Explain the concept of market positioning and discuss the strategies of it.
Or
Explain the market strategies for market leaders.

9. What is marketing channel? Explain about managing middlemen and
physical distribution system.
Or
What are the factors to be considered in the selection of marketing channel?
10. Explain the process of evaluating market performance.
Or
Explain the steps for implementing market effort.
PART — C
Case Study (Compulsory)
11. Rajeev Singh. a young chemical engineer, developed a new detergent during his
M.Tech. course. Upon passing out, he invested a small capital to start
manufacturing and selling the detergent under the brand name Hippo. Coming
from a middle class family. Rajeev decided to price his detergent much lower than
the other detergents available in the market at that time. His pricing strategy paid
rich dividends and Hippo became an instant success. Using his newly acquired
financial strength. Rajeev developed a premium quality bathing soap with a unique
colour and perfume. Although the cost price of this soap was high, Rajeev priced it
substantially lower, maintaining a low profit margin, to be a comfortable product in
the market.
Questions:
Suggest an appropriate marketing plan of Rajeev Singh.
Do you feel Rajeev committed a pricing mistake in the case of the bathing
soap?
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