Hall Ticket No Question Paper Code: CMB010
INSTITUTE OF AERONAUTICAL ENGINEERING
(Autonomous)
MBA II Semester End Examinations (Regular/Supplementary) June, 2018
Regulation: IARE-R16
MARKETING MANAGEMENT
Time: 3 Hours Max Marks: 70
Answer ONE Question from each Unit
All Questions Carry Equal Marks
All parts of the question must be answered in one place only
UNIT I
1. What are 4 Ps of Marketing? Explain briefly with marketing variables under each "P".
Explain Porter's generic value chain in detail.
2. Explain briefly the different stages involved in the "Marketing Research Process".
What is a marketing plan? What are the contents of a marketing plan?
UNIT II
3. What are the determinants of "Customer Delivered Value"?
Define consumer behavior. Explain the factors influencing consumer behavior.
4. Illustrate 'five product levels' which constitute a customer value hierarchy?
Explain different stages in the "New Product Development Process".
UNIT III
5. What is demographic segmentation? State few demographic segmentation variables used for
segmenting consumer markets.
Explain the 'Effective Segmentation Criteria' used by organizations to segment their markets.

6. In the context of positioning, State few negatively correlated attributes and benefits. What
methods does an organization take to overcome such negatively correlated attributes?
What is behavioral segmentation? Explain few behavioral segmentation variables used in consumer
markets.
UNIT IV
7. Describe different "channel levels" based on the number of intermediaries in consumer marketing.

Elucidate different 'channel power' used by the manufacturer to alter the behavior of channel
members.
8. Define advertising. Explain briefly the five of advertising.
Define sales promotion. What are the different consumer- directed Sales Promotion tools?
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UNIT V
9. Explain the concept of perceived value pricing with the help of an example.
What can be the different pricing objectives followed by organizations in setting the price of its
products/services?
10. What are the different modes of entry into foreign markets?
Explain the concept of sustainability with the help of an example.