MBA (KMBMK05)

(SEM-IV) THEORY EXAMINATION, 2019-20

MARKETING ANALYTICS
Time: 2 Hours Total Marks: 100
Notes:
1. Attempt any EIGHT parts from SECTION A (Total of 24 Marks). Each part is of 3 Marks.
2. Attempt any THREE parts from SECTION B (Total of 36 Marks). Each part is of 12 Marks.
3. Attempt any TWO QUESTIONS from SECTION C (Total of 40 Marks). Each question is 20 Marks.
4. Attempt all Sections. Section C has further Internal Choices. Attempt Carefully.
5. Marks are written against each Section.
6. Assume any missing data.
KL,
Q.NO Question Marks
CO
SECTION A
1.
a) K1, CO1 Define marketing Analytics
KL2, CO1
b) Discuss role of marketing Analytics in marketing strategy.
KL3, CO2
c) Discuss the role of Pricing analytics in Marketing

d) KL2, CO2 Explain Importance of Pricing analytics

e) KL3, CO3 Why is Customer Analytics important?

f) KL3, CO3 What is Retailing Analysis?

KL2, CO4
g) Explain importance of historical and transactional data.
KL3, CO4
h) Is Sales Forecasting important in today’s digital world?

i) KL2, CO5 Define marketing Analytics

j) KL2, CO5 Discuss the role of Pricing analytics in Marketing

SECTION B
2.
KL4, CO1
a) Discuss Market Sizing and what Data sources are used for it?

KL4, CO2 Explain linear, nonlinear price and its use in marketing analytics with an
b)
example.

c) KL5, CO3 How product positioning study is conducted? Explain with an example.

d) KL4, CO5 What is Conjoint analysis? Explain Steps in conjoint analysis.

Why pricing analytics are so important? Explain how price optimization

KL6, CO2
e) is done with the use demand curves.
 SECTION C

Is Marketing Analytics important in today’s world? Discuss how the

3 KL4, CO1
. face of marketing is changing and what is the role of analytics in this
change?
Discuss Perceptual mapping with example. Explain how to Incorporate
4 KL6, CO3
. preferences into perceptual maps.

5 KL6, CO5 Discuss the role of analytics in Market Basket analysis. Explain its
. importance in marketing strategy.
What is Customer Value in marketing? How will you measure
KL5, CO3
6. Customer Lifetime Value with the help of analytics?

Discuss how regression analysis is used for modeling trend and

7. KL6, CO5
seasonality. Give example.
CO- Course Outcomes mapped with respective question
KL- Bloom’s Knowledge Level (K1, K2, K3, K4, K5, K6)
K1 – Remember K2 – Understand K3 – Apply K4 – Analyze K5 – Evaluate K6 – Create