DISTANCE EDUCATION
M.B.A. DEGREE EXAMINATION, MAY 2017
Third Semester
MARKETING MANAGEMENT
(2012-13 Academic Year and 2013 Calendar Year Only)
(English Medium Only)
Time Three hours Maximum 100 marks
SECTION A — × 8 40 marks)
Answer any FIVE questions.
All questions carry equal marks.
1. Explain social marketing concept.
2. Why should you understand consumer behavior?
3. What is Test Marketing? What useful purpose does it
server? Give example.
4. What is 'Administered Price' and what are its
characteristics?
5. Describe how distribution channels differ for consumer
and industrial goods.
6. How to evaluate the 'effectiveness of advertisement'?
7. What are the benefits of market segmentation?
8. What are the factors that determine communication mix?
Sub. Code
35
DE-900
2
WS 20
SECTION B — × 15 60 marks)
Answer any FOUR questions.
All questions carry equal marks.
9. Define marketing mix. Briefly explain different elements
of marketing mix.
10. Marketing research is generally considered to be
essential for manufacturers, but is it of any real value of
retailers and service organizations? Why?
11. Explain major brand policies available to marketers, with
suitable examples?
12. Why do pricing objectives vary from organization to
organization? What is the importance of pricing objectives
in deciding the future of a firm?
13. What is channel conflict? How can channel conflict be
managed effectively?
14. Explain the various methods of sales promotion.
15. What is the need for training sales force? Briefly explain
the various training methods.