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    This document outlines the structure and questions for a marketing exam. It is divided into 3 parts: Part A contains 5 short answer questions worth 5 marks each on marketing concepts like barriers to adopting marketing, characteristics of an effective marketing mix, differences between micro and macro environments, how companies establish contact with research agencies, and consumer roles in buying. Part B contains 4 long answer questions worth 10 marks each, including topics like different philosophies vs the marketing concept, sampling methods, how socio-cultural forces affect business, and consumer choice criteria. Part C is a compulsory 15 mark question about developing a promotional plan for a new pediatric clinic, including strategies to apply marketing knowledge, important factors to consider, and

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    177640-23222-PID37510-PBAK (1)

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    This document outlines the structure and questions for a marketing exam. It is divided into 3 parts: Part A contains 5 short answer questions worth 5 marks each on marketing concepts like barriers to adopting marketing, characteristics of an effective marketing mix, differences between micro and macro environments, how companies establish contact with research agencies, and consumer roles in buying. Part B contains 4 long answer questions worth 10 marks each, including topics like different philosophies vs the marketing concept, sampling methods, how socio-cultural forces affect business, and consumer choice criteria. Part C is a compulsory 15 mark question about developing a promotional plan for a new pediatric clinic, including strategies to apply marketing knowledge, important factors to consider, and

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    © All Rights Reserved
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    7 views3 pages

    Pid37510 Pbak

    Uploaded by

    sayali Sawant
    This document outlines the structure and questions for a marketing exam. It is divided into 3 parts: Part A contains 5 short answer questions worth 5 marks each on marketing concepts like barriers to adopting marketing, characteristics of an effective marketing mix, differences between micro and macro environments, how companies establish contact with research agencies, and consumer roles in buying. Part B contains 4 long answer questions worth 10 marks each, including topics like different philosophies vs the marketing concept, sampling methods, how socio-cultural forces affect business, and consumer choice criteria. Part C is a compulsory 15 mark question about developing a promotional plan for a new pediatric clinic, including strategies to apply marketing knowledge, important factors to consider, and

    Copyright:

    © All Rights Reserved
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    of 3

    MAY 2012 P/ID 37510/PBAK

    Time : Three hours Maximum : 80 marks

    PART A — (5 × 5 = 25 marks)
    Answer any FIVE questions.
    All questions carry equal marks.

    1. What barriers may a marketing manager face


    when trying to convince other people within an
    organization that they should adopt the marketing
    concept?

    2. What are the characteristics of an effective


    marketing mix?

    3. What is the difference between microenvironment


    and macro environment?

    4. How do companies establish initial contact with


    marketing research agencies?

    5. Explain the different roles played by consumers


    during the buying process.

    6. What are the benefits of market segmentation?

    7. What are the advantages of skimming pricing?

    8. How advertising messages are created?


    PART B — (4 × 10 = 40 marks)

    Answer any FOUR questions.

    All questions carry equal marks.

    9. 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?

    10. Differentiate between probability and


    non-probability sampling methods? Under what
    conditions should each of these methods be used?

    11. How do changes in socio-cultural forces affect


    businesses? Do some industries get affected more
    easily than others due to changes in socio-cultural
    factors?

    12. What is choice criteria? How does a consumer


    formulate choice criteria for evaluating
    alternatives? Discuss each criteria in detail, with
    relevant examples.

    13. How promotion influences demand? What are the


    basic purpose of promotion?

    14. What is E-Marketing? How is it useful for a


    company? What mistakes do companies make
    while implementing E-Marketing?

    2 P/ID 37510/PBAK
    PART C — (15 marks)

    Compulsory.

    15. Mr. B. Ramesh has passed his M.D. examination


    recently and is desirous of starting a paediatric
    clinic in Pune. Since medical practitioners are not
    allowed to advertise their services, he has a
    concern to get established as early as possible in
    lieu of heavy investment in land building and
    equipments. His younger brother Mr. B. Suresh is
    undergoing a MBA programme in a foreign
    university and is excited with the basic knowledge
    in marketing and always talks about it. After
    listening much from Suresh, Ramesh asks him to
    prepare a total plan for promotional strategies he
    would use in order to achieve his objective.
    Questions :
    (a) If you were Suresh, how would you prepare
    the promotional strategies applying your
    basic knowledge in marketing?
    (b) Enumerate important factors to be
    considered while developing a marketing
    plan for medical services.
    (c) Which modern media is available to medical
    practitioners to promote themselves for their
    services?

    ———————
    3 P/ID 37510/PBAK

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