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M.B.A. (Semester-I) Examination, 2021-22

Management Studies
Paper : MB-116
Marketing Management
Time : 4.30 Hours Full Marks : 70

Instructions :

1. The Question paper contains 08 questions out of which you are required to
answer any 04 questions. The question paper is of 70 marks with each question
carrying 17.5 marks.

2. The total duration of the examination will be 4.30 hours (Four hours and
thirty minutes), which includes the time for downloading the question paper
from the Portal, writing the answers by hand and uploading the hand-written
answer sheets on the portal.

3. For the students with benchmark disability as per Persons with Disability
Act, the total duration of examination shall be 6 hours (six hours) to complete
the examination process, which includes the time for downloading the question
paper from the Portal, writing the answers by hand and uploading the
hand-written answer sheets on the portal.

4. Answer should be hand-written on a plain white A4 size paper using Black

or Blue pen. Each question can be answered in upto 350 words on 3 (Three)
plain A4 size paper (only one side is to be used).

5. Answer to each question should start from a fresh page. All pages are required
to be numbered. You should write your Course Name, Semester, Examination
Roll Number, Paper Code, Paper title, Date and Time of Examination on the
first sheet used for answers.

Questions :

Q.1. You are given the task of deciding the marketing strategy for transportation
company. How do the marketing mix elements change when the target
market is : 6+6+5.5=17.5

(a) low-income workers without personal transportation.

(b) corporate international business travelers.
(c) companies with urgent documents or perishable materials to be delivered
to customers.

Q.2. Give three examples of how technology has benefited marketers. Also, give
a few examples of firms that have been hurt because they did not keep up
with technological changes. To what degree do you think the government
should regulate marketing ? 7+5+5.5=17.5

P.T.O.
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Q.3. Mercedes-Benz in thinking about advertising its cares to college students.
Do you think that college students are a viable potential market for
Mercedes ? Why or why not ? Explain while highlighting the importance of
STP strategy to any organization. 7.5+10=17.5

Q.4. Describe the most likely marketing channel structure for each consumer
product : Candy bars, Tupperware products, new automobiles and farmer's
market produce, Now, construct alternative channels for the same products
under the post-covid era. 3×4+5.5=17.5

Q.5. What forms of consumer sale promotion might induce impulse purchase ?
What are forms of sale promotions more effective at persuading consumers
to switch brands ? Discuss how different form of sales promotion can erode
or build brand loyalty ? 5+5+7.5=17.5

Q.6. Reliance on price as a predictor of quality seems to occur for all products.
Does this mean that high-price products are superior ? Comment while
highlighting the importance, objectives and techniques of pricing in
marketing. 5+3×2+6.5=17.5

Q.7. Describe how firms organize the marketing function to manage existing
products at different product life cycle stages with suitable examples.

4.5×3+4=17.5

Q.8. Write a note on any two of the following : 8.75×2=17.5

(a) Branding Decisions

(b) Marketing Information System
(c) Grassroot Marketing
(d) Moment Marketing

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