QUESTION BANK

M B A –MARKETING MANAGEMENT
77360/PMD2K
Time: Three hours maximum: 75 marks
PART A — (10 ´ 1 = 10 marks)
Answer any TEN questions.
All questions carry equal marks.
Write short notes on the following.
1. Consumer markets.
2. Local market.
3. Merchandising.
4. E marketing.
5. Business to consumer (B2C) marketing.
6. Produc tResearch.
7. Consumer Behaviour.
8. Learning.
9. Shopping goods.
10. Product policy.
11. Sampling.
12. Sales meeting.
13. Marketing Mix
14. Social media marketing
15. Pull and push strategy
16. Sampling methods
17. Niche market
18. Target marketing
19. Umbrella Brand
20. Market skimming
21. Collaborative selling.
22. Differentiated marketing
23. Direct marketing
24. Consumer Rights.
25. Family level market
26. International market
27. Social marketing
28. Business – to – Business (B2B) marketing
29. Marketing Research
30. Advertising Research
31. Motivation
32. Convenience Goods
33. Industrial Goods
34. Product Development
35. Bonus offer
36. Promotional mix.
37. Define Marketing.
38. What is E-marketing?
39. Explain any two marketing concepts.
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40. What is target customers?
41. What are the uses of marketing research?
42. Explain: Buying situation.
43. What is competitive marketing strategy?
44. Explain the significance of labeling.
45. What is price leadership?
46. Discuss the role of channel members.
47. What is publicity?
48. Explain: Consumer Rights.
49. Business Markets.
50. National Market.
51. Distribution.
52. Digitalization.
53. Consumer-to-Consumer (C2C) Marketing.
54. Corporate Responsibility Research.
55. Perception.
56. Consumer Goods.
57. Speciality Goods.
58. Product Planning.
59. Couponing.
60. Sales force Contests.
61. Define marketing.
62. What is online marketing?
63. What is marketing mix?
64. Give examples for macro environment.
65. What is sales forecasting?
66. Differentiate between primary data and secondary data.
67. What is industrial buying behaviour?
68. What is targeting?
69. List out benefits of labelling.
70. What is price discrimination?
71. What is promotional mix?
72. What is multi-channel system?
PART B — (5 ´ 5 = 25 marks)
Answer any FIVE questions.
All questions carry equal marks.
13. Describe the essentials of modern marketing concept.
14. What is marketing environment? Explain its main dimensions.
15. What is marketing process? What are the major processes involved in it?
16. What do you mean by buying motives? Explain the importance of studying consumer
behaviour in marketing.
17. Describe the characteristics of a good package.
18. Describe the various functions of the Labelling.
19. Explain the objectives of sales promotion.
13. Explain the role of Internet in today's marketing.
14. Discuss the relative importance of all environmental forces affecting the market system
of a firm.

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15. Explain why post purchase stage is considered important in industrial product
decisions.
16. Describe the adoption and diffusion process for new products.
17. Explain the different Pricing strategies adopted by various organizations.
18. Explain 'transit advertising'. Differentiate between advertising and sales promotion.
19. Explain the objectives and scope of Consumer Protection Act.
13. Explain the changes expected through social marketing.
14. Explain the impact of environmental forces on marketing.
15. State and explain the three major marketing process.
16. Explain the various stages in the buying decision process.
17. Explain the functions of packaging.
18. Enumerate the various kinds of Labels.
19. Explain the various types of sales promotion programmes.
13. “Social media marketing is the future” – Do you agree? Discuss.
14. Discuss the role of macro and micro environment in augmenting the survival of a firm.
15. How do you forecast the sales of the following products?
Lipstick
800 cc sports bike.
16. Differentiate between consumer buying behavior industrial buyer behaviour.
17. What are the different positioning strategies adopted by firms? Explain with suitable
examples.
18. “Brand name is a shield against competition” –Comment.
19. What are the compensation packages available for sales force?
13. Describe the evolution of marketing concept.
14. What is marketing system? Explain the interaction between marketing system and
marketing environment.
15. What do you mean by marketing process? Describe them briefly.
16. Explain various types of buying behaviour.
17. Explain the objectives of packaging.
18. Describe the various merits and demerits of labelling.
19. Enumerate the causes for the increase in sales promotional activities.
13. Explain in detail about various marketing concepts.
14. Discuss about marketing research process.
15. Enumerate the factors influencing consumer behaviour.
16. What is positioning strategy? Give examples from Shampoo product category.
17. Discuss about the significance of the steps involved in new product development.
18. Do you think that industrial product decisions differ from consumer product decisions?
Explain your answer.
19. What type of training you would suggest for sales force selling portable generators?
PART C - (4 x 10 = 40 marks)
Question 20 is compulsory. Answer any THREE
question from 21 to 24.

20. “Marketing is the creation and delivery of standard of living”. In the light of the
statement, explain the importance of marketing.
21. Discuss the internal and external factors influencing marketing mix.
22. “Market segmentation and product positioning are the bases for marketing planning
and strategy” . Discuss.

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23. “The product policy of a firm is one of the most important aspects of a business firm,
because it directly determine the success of a firm both in the long and short run”–Discuss.
24. Discuss the nature and importance of personal selling.
20. Several competing philosophies such as the Selling concept, Production concept and
Product concept exist. How are these different from one another? How are these different
from the marketing concept?
21. How Marketing Research acts as a useful tool for decision making? Discuss the various
stages of the MR process in detail.
22. Discuss the significance of segmentation, targeting and positioning in a company's
marketing strategy.
23. Examine the stages of product life cycle. Enumerate its significance in the marketing
mix and in product planning and development.
24. Explain the functions of a distribution channel? Enumerate the advantages and
limitations of using multi-channel systems for distributing mobile phones.
20. Discuss in detail about the functions of marketing.
21. Enumerate the various elements of marketing mix.
22. Discuss the factors that affect the choice of the appropriate segmentation strategy for a
company.
23. Discuss in detail about the various stages of product life cycle with diagram.
24. “Advertising and personal selling are complementary to each other” – Discuss.
A leading stationary manufacturing firms has charted out an ambitious project of launching
a business magazine in English and Tamil. You have to prepare a detailed strategic plan to
market this product. Consider the 4 P’s of marketing.
Explain the stages in marketing research process and the significance of each stage.
Which stage of product life cycle is more challenging? Why? Derive strategies to tackle
them. Provide suitable examples.
20. A leading stationary manufacturing firms has charted out an ambitious project of
launching a business magazine in English and Tamil. You have to prepare a detailed
strategic plan to market this product. Consider the 4 P’s of marketing.
21. Explain the stages in marketing research process and the significance of each stage.
22. Which stage of product life cycle is more challenging? Why? Derive strategies to
tackle them. Provide suitable examples.
23. “Segmentation is the foundation and first step in marketing a product” – Debate on this
statement.
24. Mention two advertisements which are unethical in your opinion. Give reasons for your
opinion. Can you modify them? Explain.
20. Explain the role of marketing as an instrument of economic development in a
developing country like India.
21. Discuss the impact of changes in economic and technological environment on the
marketing mix.
22. Discuss the significance of market segmentation. What are the requirements of
effective segmentation?
23. Discuss the scope of product planning and development.
24. Explain the different methods of controlling salesman.
20. .STP is a industrial electrical goods producing company having its factory is
Coimbatore. As a part of their growth strategy, the company has decided to diversity into
renewable energy segment. They plan to enter into solar power. But the issue is, the
management has to decide between two options. Whether to go domestic solar power and

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high capacity industrial (or) commercial solar power sector. As a consultant you have to
find out the sales potential for both products and based on which the decision can be taken.
What sales forecasting techniques you would use? Why?
21. "Social media marketing is going to rule the future, over taking conventional
marketing" – Do you agree? Discuss.
22. How will you segment the following products?
Baby diabers
Digital cameras
Room heater.
23. Give examples for each stage of product life cycle and justify why you have chosen
those products.
24. Compare the advertisements of any two brands smart phones (or) bikes of your choice.
Evaluate those two advertisements and mention which is better? Why?