Monday, May 20, 2019

Gauhati University Question Papers: Marketing Management (Nov-Dec’ 2013)


2013
MARKETING MANAGEMENT
Full Marks: 80
Time: 3 hours
(The figures in the margin indicate full marks for the questions)
1. Answer the following as directed:                                                               1x10=10
Choose the correct answer from the given options:
a)         “Marketing is the delivery of standard”, This definition of marketing has been given by:
1)         Stanton.
2)         Kotler.
3)         Mazur.
4)         Tousley.
b)         Consumer behaviour is affected by:
1)         Family.
2)         Age.
3)         Income.
4)         All of the above.
c)          Product simplification is the process of –
1)         Increasing the product-line.
2)         Changing the product-line.
3)         Reducing the product-line.
4)         Amending the product line.
d)         Sales promotion activities are conducted by –
1)         Producers.
2)         Wholesalers’.
3)         Retailers.
4)         State.
Fill in the blanks with suitable answers:
e)         Marketing begins and ends with _______.
f)          “The product life cycle is an attempt to recognize distinct stages in the sales history of the product.” This definition has been given by _______.
g)         Social class, religion, race, culture etc. are significant variables for _______ segmentation of markets.
State whether the following statements are true or false:
h)         Sales forecasting for a longer period is more accurate than that of a shorter period.
i)           The concept of “Unique Selling Proposition” was evolved by Rosser reeves.
j)           Under “Skimming pricing policy”, the price of a new product fixed at the initial stages is low.
2. Answer the following questions within thirty words:                                    5x4=20
1)         Explain the societal marketing concept.
2)         How does sales forecasting help in the field of production?
3)         Explain the term “trade mark” with examples.
4)         What is prestige pricing policy?
5)         What do you understand by “personal selling”?
3. Answer the following questions within 200 words each: (any four)                    5x4=20
1)         Compare and contrast selling and marketing.
2)         Explain the important economic factors that influence the consumer behaviour.
3)         How can you measure the effectiveness of an advertisement?
4)         Write down the differences between brand and trade mark.
5)         Discuss the external factors that have to be considered by an organisation in pricing.
6)         Explain the distribution policies which are generally adopted by the manufactures.
4. Answer the following questions within 600 words each):                                  10x4=40
(1) Discuss the seven-Ps framework of marketing mix.                                                   10
Or
Discuss the various environmental forces influencing marketing.                         10
(2) Define market segmentation. Discuss the various demographic characteristics influencing market segmentation.                                                                                   2+8=10
(3) Define product planning. Describe the various stages involved in the product planning process.                                                                                                                                 2+8=10
Or
Discuss the stages in product cycle. What strategies a marketing manager should take at the decline stage of a product?                                                       5+5=10
(4) What are the elements in promotion mix? Design a sales promotion programme for a newly introduced cosmetic product.                                                                              4+6=10
Or
What are the objectives of pricing? What is meant by selective and intensive distribution strategy? 5+5=10

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