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Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA SEMESTER 2 EXAMINATION WINTER 2018
Subject Code: 2820005 Date:29/12/2018
Subject Name: Marketing Management
Time: 2:30 pm to 5:30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Marks
Q. 1. Objective Questions
06
1. is the art and science of choosing target markets and
getting, keeping, and growing customers through creating,
delivering, and communicating superior customer value.
A. Marketing management B. Knowledge management
C. Operations management D. Distribution management
2. Car rental firms, hair dressers, and management consultants provide

A. goods B. experiences
C. events D. services
3. In Walt Disney's Magic Kingdom, customers can visit a fairy
kingdom, a pirate ship, or even a haunted house. Disney is marketing

A. Product B. Experience
C. Good D. Person
4. The task of any business is to
A. create customer needs B. differentiate in terms of cost of
production
C. deliver customer value at a
profit
D. reduce competition
5. In the modern customer-oriented organizational chart, which of the
following is considered to be at the top of the organizational
pyramid?
A. sales B. top management
C. customers D. front-line people
6. Ultimately, the amount of steel sold to General Motors depends on
the consumers' demand for GM cars and trucks. From the standpoint
of the steel manufacturer, which of the following demand forms is
most pertinent?
A. derived demand B. inelastic demand
C. geographic demand D. relational demand
2
Q. 1 Define following terms with suitable examples.
1. Wholesaling
2. E-Commerce
3. Brand Equity
4. Mission statement
04
Q. 1 Explain 4 Ps of Marketing in brief. 04
Q. 2 What is marketing management? How marketing differs for different
marketable entities? Exemplify each entity.
07
Q. 2 Explain Segmentation, Targeting Positioning for any product of your
choice.
07
OR
Discuss the various marketing strategies that should be used at each stage of
the Product Life Cycle. Discuss with exemplifying Samsung Smart phone.
07
Q. 3 Differentiate Consumer Buying and Organizational Buying. 07
Explain features of Services. Intangibility becomes challenge for marketers;
narrate exemplifying LIC of India.
07
OR
Q. 3 Explain the stages of new product development decision process from idea
generation to commercialization.
07
Which are the steps involved in managing the sales force? 07
Q. 4 Explain Consumer Buying Decision making process. 07
Explain value chain in detail taking example of Parle-G Biscuits. 07
OR
Q. 4 Explain adoption process and adopter categorization. 07
Explain the concept of brand extension and line extension with the help of
suitable examples.
07
Q. 5 Parth Patel owns a four year old startup called DEF (Deliver Eat Fast) in
Ahmedabad city. DEF has delivery boys who perform the duty of home
delivery for hotels and restaurants. DEF is an organization which helps
hotels and restaurants with back end process as for home delivery of food
parcels. Uber, Swiggy, Food Panda, Grab the grub, Zomato and some more
companies are competitors for DEF for food delivery business. Zomato has
started online portal few years back and now it has entered in delivery
business. Though DEF is one of the pioneers in this industry; brands like
Uber and Food Panda have come with huge investment in this field. Parth
has never strategized for marketing his brand as his company DEF is a back
end process provider and his clients are hotels and restaurants only. He
serves for offline customers of hotels. Whereas rest of all the competitors
serve online customers. Now Parth wishes to market the Brand DEF.
Questions:
1. What sales promotion plan can be helpful to DEF?
2. How distribution ideas can be key role for this?
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OR
Q. 5 Major Private Life Insurance companies compete with one another in India
facing huge competition. LIC has the cutting age above all; being GOI
representative in the industry. PolicyBazaar.com and other online companies
promote various companies' life insurance plans. ABC Life is a Gujarat
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3
Based Corporate Agent for ICICI Prudential Life Insurance Company Ltd.
ABC has branches in Ahmedabad, Baroda, Surat, Rajkot and Mehsana.
Facing immense competition in the life insurance industry of India; ABC
wishes to create a marketing plan.
Questions:
1. Suggest marketing plan for the company.
2. Which marketing strategy can be helpful for the company?