M.B.A. DEGREE EXAMINATION, NOVEMBER 2017
Industry Integrated
MARKETING MANAGEMENT
(2017 onwards)
Time 3 Hours Maximum 50 Marks
Part A (10 x 1 10)
Each right answer scores 1 mark; each wrong answer
carries 0.25 marks.
1. Good marketing is no accident, but a result of careful
planning and
execution selling
strategies tactics
research
2. Marketing is both an "art" and a "science"- there is
constant tension between the formulated side of
marketing and the side.
creative selling
management forecasting
behaviour
Sub. Code
14
CP-8260
2
Wk ser
3. The most formal definition of marketing is
meeting needs profitably
identifying and meeting human and social needs
the 4Ps (Product, Price, Place, Promotion)
an organizational function and a set of processes for
creating, communicating, and delivering, value to
customers, and for managing customer
relationships in ways that benefit the organization
and its stake holders.
improving the quality of life for consumers
4. Marketing management is
managing the marketing process
monitoring the profitability of the company's
products and services
selecting target markets
developing marketing strategies to move the
company forward
the art and science of choosing target markets and
getting, keeping, and growing customers through
creating, delivering, and communicating superior
customer value
5. A transaction involves
at east two parties
each party has something that might be of value to
the other party
each party is capable of communication and delivery
each party is free to accept or reject the exchange
offer
all of the above
CP-8260
3
Wk ser
6. goods constitute the bulk of most countries'
production and marketing efforts.
Durable Impulse
Physical Service
Event
7. can be produced and marketed as a product.
Information Celebrities
Durable goods Organizations
Properties
8. Charles Revson of Revlon observed: "In the factory, we
make cosmetics; in the store,
we make profits
we challenge competitors
we implement ads
we sell hope
we sell quality
9. A is someone seeking a response
(attention, a purchase, a vote, a donation) from another
party, called the
salesperson, customer
fund raiser, contributor
politician, voter
marketer, prospect
celebrity, audience
CP-8260
4
Wk ser
10. In consumers may share a strong need that
cannot be satisfied by an existing product.
negative demand
latent demand
declining demand
irregular demand
non-existent demand
Part B x 5 25)
Answer any five questions.
11. Explain in detail about marketing environment.
12. Discuss the process of consumer adaptation.
13. Explain the scope and types of marketing research.
14. Discuss the factors influencing price decisions.
15. Explain the procedure for profitability control of
marketing in organizations.
16. Write a short note on channel management.
17. Discuss the basics of public relations.
Part C
Case Study
18. You have been hired by a Five Star hotel in Goa. This
hotel has been experiencing uneven demand for its
facilities. The management has asked you to develop a
marketing plan to even out this demand.
————————