Marketing Management (Nov-Dec’ 2019) | Gauhati University Question Papers

Gauhati University Question Papers
MARKETING MANAGEMENT' 2019
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)         Who introduced the ‘Social marketing concept’? (Choose the correct one)

a)      William J. Santon

b)      Philip Kotler.

c)       N. H. Borden.

d)      R. S. Davar.

2)         Which one of the following is not the economic factor of consumer behaviour?

a)      Consumer credit.

b)      Family income.

c)       Reference group.

d)      Standard of living.

3)         A brand name which is used for all products of a company is known as

a)      Manufacturer’s brand.

b)      Combination brand.

c)       Individual brand.

d)      Umbrella brand.

4)         Which one of the following external factor influences the price of a product?

a)      Cost.

b)      Competition.

c)       Objectives.

d)      Marketing mix.

5)         Which one of the following is not a feature of personal selling?

a)      Persuasion.

b)      Expensive.

c)       Flexibility.

d)      Educative process.

6)         “Packaging is an activity which is concerned with protection, economy, convenience and promotional consideration.” (State true or false)

7)         Producing a cheaper product is the focus of the ‘product concept’ of marketing. (State true or false)

8)         The promotion mix of a firm include five ingredients viz. advertising, publishing, public relation, sales promotion and ________. (Fill in the blank)

9)         A product line is a ________ of products that are closely related. (Fill in the blank.)

10)      Marketing helps to facilitate ________ stability. (Fill in the blank.)

2. Answer the following questions very briefly:               2x5=10

1)         What is marketing environment?

2)         What is packaging?

3)         Distinguish between brand name and trade mark.

4)         What is demand forecasting?

5)         What is ‘Skimming Price Policy’?

3. Answer any four of the following questions briefly:    5x4=20

1)         Describe the various forces of marketing environment.

2)         Distinguish between selling and marketing.

3)         Explain the functions of Distribution channel.

4)         Explain briefly ‘Product Life Cycle’.

5)         What is product simplification?

6)         Explain the importance of promotion.

4. What do you mean by ‘market’ and ‘marketing’? Discuss the traditional and modern concept of marketing.    10

Or

What is marketing mix? Discuss the seven P’s framework of marketing mix.

5. What is consumer behaviour? Discuss the economic and social factors that influence the consumer behaviour.       10

Or

What is market segmentation? Describe the different bases used for market segmentation.

6. What do you mean by product planning and development? Explain the various steps involved in new product development process.          10

Or

What is pricing? Discuss the factors influencing product pricing decisions.

7. What is channel of distribution? Discuss the factors influencing in selection of distribution channel.  10

Or

What is promotion mix? What are the elements of promotion mix? Write advantages and limitations of personal selling.

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