Birla Institute of Technology & Science, Pilani

Work-Integrated Learning Programmes Division

Second Semester 2013-2014
Mid-Semester Test
(EC-2 Regular)
Course No.
Course Title
Nature of Exam
Weightage
Duration
Date of Exam
Note:
1.
2.
3.

: MM ZC411
: MARKETING
: Closed Book
: 35%
: 2 Hours
: 15/02/2014 (FN)

No. of Pages
=1
No. of Questions = 7

Please follow all the Instructions to Candidates given on the cover page of the answer book.
All parts of a question should be answered consecutively. Each answer should start from a fresh page.
Assumptions made if any, should be stated clearly at the beginning of your answer.

Q.1. What do you understand by the term declining demand? Briefly describe integrated
marketing and relationship marketing.
[5]
Q.2. What is the significance of the value chain model for the marketers in the context of
developing marketing strategies? Explain.
[5]
Q.3. Briefly explain the demographic forces a marketer must monitor. Provide examples to
illustrate the impact of each force on marketing.
[5]
Q.4. List the various methods by which primary data can be collected for marketing purposes?
[5]
Q.5. What are the advantages and disadvantages of database marketing?

[5]

Q.6. Explain the buying decision framework with the help of five stage model.

[5]

Q.7. What is Market segmentation? Discuss the basis for segmenting consumer markets.

[5]

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