Hall Ticket No Question Paper Code: CMB010
INSTITUTE OF AERONAUTICAL ENGINEERING
(Autonomous)
MBA II Semester End Examinations (Supplementary) December, 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. Describe briefly different 'MACRO Environmental Forces" impacting business scenario globally?

Describe the steps involved in market research process.
2. Briefly explain the core concepts of marketing.
What are the barriers to the use of marketing research by organizations?
UNIT II
3. Explain the concept of product life cycle in detail.
Describe the steps involved in consumer decision making process.
4. Describe different ways of classifying the products based on the product line range and product
mix.
Explain in detail about steps involved in new product development.
UNIT III
5. What is effective segmentation. Discuss the requirements for effective segmentation.
Define targeting. Describe factors that determine targeting.
6. What is differentiation? How is it related with positioning?
Explain different bases of segmentation for consumer markets.
UNIT IV
7. Briefly describe
i. Markup Pricing
ii. Digital Marketing
iii. Global Marketing
What is promotional mix. Briefly explain different types of promotional mix .
8. What are the functions of channels of distribution? Discuss briefly the channel design decisions
in detail.
Briefly describe the steps in developing effective marketing communication.
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UNIT V
9. What is cost plus pricing.Explain cost plus pricing with its advantages and disadvantages of cost
plus pricing.
Discuss the factors to consider when setting prices for product/services.
10. Describe the opportunities and challenges involved in rural marketing.
What is a global firm? Describe the factors that need to be considered by a firm before going to
global market.