PG 4 (850) OU RCH 2 2K11-12 M.B.

A INDUSTRY INTERFACE (I Semester) Degree Examination MANAGEMENT

Paper Code - T01S104

Time: 3 Hours

MARKETING ESSENTIALS
Max. Marks: 80 SECTION A

Answer any five of the following: 1. 2. 3. 4. 5. 6.

(5 X 2 = 10)

Briefly explain Consumer Behaviour What is Market Segmentation and how is it grouped ? Define Brand Equity. List the Brands assets How is Price important to a manufacturer and customer? Write short notes on Direct Marketing. What are the specifics that a marketing professional needs to measure to meet the marketing objectives ? SECTION B

Answer any five of the following:

(5 X 5 = 25)

7. The economic environment affects demand structure of any product. Inorder to assess the impact of these forces what are the factors that a marketing manager must consider? 8. Discuss the different types of segment targeting strategies. 9. Mention the factors leading to changes in a product lifecycle 10. Bring out the factors that decide the choice of pricing strategy 11. Write in detail about the Marketing Communication process in Product Promotion. 12. Give a brief note on the role of middlemen or intermediaries in the distribution function. SECTION C Answer any three of the following: (3 X 15 = 45)

13. Explain the New Product Development Process 14. Discuss the tools for measuring marketing performance. 15. A leading American departmental store is set to enter Indian Market. You have been retained as an advertisement consultant. Evolve an advertising strategy for this store. 16. In a recent annual Marketing conference of a leading consumer entertainment electronics firm, dealers walked out over the issue of margins offered by the company and investments required by it in its product mix. They complained of low distribution equity. If you were the marketing manager, how will you handle this situation?