Avinashilingam Institute for Home Science and Higher Education for Women

Coimbatore – 641043

Continuous Internal Assessment Test I – September 2015

Class: I PG Time: 2 Hrs

Major: II MBA / MBA - IT Max. Marks: 45

12MBAC04/ 12MBMC04 Marketing of IT Products and Services

Part A (6 * ½ = 3)

1. Circle the correct answer

"If you buy from me, I will buy from you", this Concept is
a. Reciprocity b. Imbalance of power
c. Business to Business d Business to Customer
2. Fill in the blank:
The combination of 4 P’s is known as _______________.
3. Say True or False
Benefits relative to cost is the ‘Value’ of the product.
4. Which of the following sentences is true?
a) Marketing is not required in a Buyers' Market
b) Marketing is not required in a Sellers's market
c) Marketing is not required due to competition
d) Marketing is not required due to globalization
5. List the stages of Product Life Cycle
6. Expand USP.
Part B 3 x 4 = 12
Answer ALL the questions
Each answer should not exceed 200 words or one page

7. (a) What do you understand by the term Marketing Myopia?

Or
(b) List the social factors that affect buyer behavior.

8. (a) Define STP Marketing.

Or
(b) State two important variables used in demographic segmentation and explain
how the segmentation is carried out, citing examples.

9. (a) Define a ‘product’ and explain its personality.

Or
(b) What do you understand by the product line? Give example.
 Part C 3x10=30
Answer ALL questions
Each answer should not exceed 600 words or three pages
Question No.12 case is compulsory

10. (a) What are the six concepts of marketing in vogue? What is the factor that
separates one from the other? Explain how each of the six concepts differs
from the others.
Or
(b) ‘Need, Want and Desire of the consumer is the beginning of Marketing.
Comment with an example.

11. (a) Consider the product of your choice and explain Market segments.
Or
(b) Explain the factor influencing consumer behavior and buying decision
making.

12. Case:

Company X wants to launch its soft drink brands Zing (Orange drink) and
Fizz (Cola drink) in Coimbatore city. Develop a STP plan for Company X.