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Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA SEMESTER • EXAMINATION WINTER 2017
Subject Code: 4290102 Date: 15/NOV/2017
Subject Name: Marketing Management
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1

What is marketing management? Explain different marketable entities with
suitable examples.
07

Discuss four corporate strategic planning activities with a suitable example(s)
07
Q.2

Define customer satisfaction and explain the techniques used for monitoring customer satisfaction.
07

Explain in detail the stages of consumer buying process.
07
OR

Explain the bases for segmenting business markets with relevant examples.
07
Q.3

Explain five dimensions on the basis of which a company can differentiate and position its market offering. Give example(s) for each of the dimensions.
07

What is a product life cycle? Show how does the product life cycle will influence the marketing mix decisions?
07
OR
Q.3

Define Customer Based Brand Equity. Briefly explain the process of choosing brand elements for creating brand equity.
07

Discuss the various competitive strategies for market challengers.
07
Q.4

What are various pricing methods? Explain any two of them in detail.
07

Explain the concept of product mix in detail with suitable example(s).
07
OR
Q.4

Explain the various modes to enter a foreign market.
07
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Discuss the distinctive characteristics of services.
07
Q.5

List and explain the channel management decisions with the help of suitable example(s).
07

Define sales promotion. Explain the different sales promotion tools.
07
OR
Q.5

Explain the 5 Ms of advertising.
07

Discuss the decisions faced by companies in designing and managing a sales force.
07