Monday, May 20, 2019

Gauhati University Question Papers: Marketing Management (Nov-Dec’ 2017)


2017
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

1)         Which is/are the element(s) of Product mix?
a)         Product design.
b)         Product packaging.
c)          Product branding.
d)         All of the above.
2)         Which one of the following is not included in demographic segmentation of markets?
a)         Gender.
b)         Age.
c)          Lifestyle.
d)         Income.
3)         Product life cycle is “an attempt to recognize distinct stages in the sales history of the product.” Who gave this definition?
a)         C. R. Wassen.
b)         J. F. Robinson.
c)          Philip Kotler.
d)         D. T. Kollat.
4)         Which one of the following is not the characteristic of specialty goods?
a)         Full knowledge of products.
b)         Regular and continuous demand.
c)          Bias on particular brand.
d)         High unit price.
5)         Which one of the following is not an advertising goal?
a)         Attention.
b)         Desire.
c)          Adoption.
d)         Action.
6)         Macro-environmental forces relate to marketing intermediaries. (State true or false)
7)         Product differentiation is an internal factor influencing product pricing decisions. (State true or false)
8)         The first step in the consumer buying process is _______. (Fill in the blank)
9)         Distribution policies are classified as intensive, selective and _______. (Fill in the blank)
10)      _______ is non-personal form of communication conducted through paid media under clear sponsorship. (Fill in the blank)
2. Answer the following questions very briefly:                                          2x5=10
a)         What is Micro-marketing environment?
b)         Differentiate between market segmentation and product differentiation.
c)          What is Test marketing?
d)         What is new product pricing policy?
e)         What do you mean by distribution policies?
3. Answer any four of the following questions briefly:                            5x4=20
a)         Explain the Societal concept of marketing.
b)         Describe the need of market segmentation.
c)          Differentiate between Brand name and Trademark.
d)         Briefly describe the various types of distribution channels.
e)         Describe the role of channels of distribution.
f)          Describe the importance of promotion.
4. How does ‘market’ differ from ‘marketing’? Describe briefly the various functions of marketing.                                                                                                                                 10
Or
Explain the growth and future of marketing in India.
5. What is the significance of studying consumer behaviour? What are the economic and psychological factors that influence consumer behaviour?                                    10
Or
What is Sales forecasting? Discuss in brief the various methods of Sales forecasting.
6. Describe in brief the various components of Product planning. Distinguish between product standardization and product simplification.                                                 10
Or
Discuss the various elements of promotion mix. How is a Sales promotion programme designed?
7. What are the various objectives of pricing? Discuss the external factors which affect the pricing decision of a product. 10
Or
What do you mean by Advertising Agency and Advertising Budget? Describe the advantages and limitations of Personal selling.

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