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Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA SEMESTER 6 • EXAMINATION SUMMER 2019
Subject Code: 4160501 Date:06/05/2019
Subject Name: Marketing Management
Time: 10.30am to 01.30pm 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? State the importance of marketing for business enterprises and for customers
07

'The selling concept takes an inside-out perspective, while the marketing concept takes an outside-in perspective.' Discuss
07
Q.2

What are the macro-environment factors affecting the organizations? Elaborate
07

Define marketing mix. Explain in detail the four elements of marketing mix.
07
OR

Discuss the extended marketing mix with suitable examples. State its significance to customers and organizations
07
Q.3

Briefly explain the different stages through which a consumer passes while buying a consumer durable product.
07

With the help of a suitable example, explain the meaning of segmentation, targeting and positioning
07
OR
Q.3

What is consumer behavior? Explain the factors that affect consumer behavior?
07

Explain product positioning. State the various strategies on which marketers base their product positioning.
07
Q.4

What is a product concept? Explain the levels of a product with a suitable example.
07

Explain the process of new product development in detail.
07
OR
Q.4

Write a short note on packaging and labelling
07

Explain in detail the product life cycle with suitable example
07
Q.5

What does the term IMC mean? Discuss the reasons for the increasing importance of IMC in the present -day business world.
07

Explain new product pricing strategy and product line pricing strategy with examples
07
OR
Q.5

Briefly discuss the elements of promotion mix.
07

Explain the psychological pricing strategy and promotional pricing strategy with examples
07