Seat No:______________ Enrollment No:______________

PARUL UNIVERSITY
FACULTY OF MANAGEMENT
MBA Winter - 2021 Examination
Semester: 2 Date: 08/10/2021
Subject Code: 06200156 Time: (2hr:30min)
Subject Name: Marketing Management Total Marks: 60
Instructions
1. All questions are compulsory.
2. Figures to the right indicate full marks.
3. Make suitable assumptions wherever necessary.
4. Start new question on new page.

Q 1 Do as Directed
A. Multiple choice type questions/Fill in the blanks. (Each of 1 mark) (05)

1. Marketing management is the process of providing value to customers through act of:
a. Creating c. Communicating
b. Delivering d. All of the above

2. Services marketing mix includes:

a. 4P c. 7P
b. 5P d. 3P

3. The ___________ consists of the physical good or delivered service that provides the expected
benefit. It consists of many factors, for example the features and capabilities, the durability, design,
packaging, and brand name.
a. Core Products c. Embodied Products
b. Expected Products d. Premium Products

4. Entry of laggards is in which stage of Product Life Cycle?

a. First c. Second
b. Third d. Fourth

5. _____________ includes the activities in selling goods or services directly to final consumer for
personal, non-business use.
a. Wholesaling c. Retailing
b. Suppliers d. Distributors

B Define the following (Each of 1 mark) (05)

1. Product Levels
2. Philosophies of Marketing Management
3. Customer Lifetime Value
4. Marketing Communications
5. B2C selling

C Direct questions (Each of 1 mark) (05)

1. Define Marketing Research Process Steps
2. What is word of mouth advertising
3. Define steps of setting price
4. What is Brand Equity?
5. What are the stages in buying process?

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Q 2 Answer the following questions.
A. What is brand resonance pyramid also known as customer based brand equity? Explain using a brand
of your choice. (07)

B. Explain various stages of product life cycle with appropriate marketing strategies for each stage. (08)

Q 3 Answer the following questions.

A. Explain a buying decision process of an individual willing to purchase a laptop. (07)

B. Trends and forces defining the 21st century indicate that Holistic Marketing will be the future of
Marketing. List and explain the four broad components of Holistic Marketing with relevant examples.
(08)

Q 4 Attempt any two questions. (Each of 7.5 Marks)

1. Match the correct pairs of followings and explain how does it contribute towards creating
“Positioning”?
Honda Think Different
Nokia Open Happiness
Apple Connecting People
Coca-Cola The Power of Dreams

2. The Backpack (bags which are put on the backs) market in India is growing faster than most of the
developed markets. Backpacks are mainly used for carrying laptops, some clothes, a water bottle and
some extra space for other items. VIP and Samsonite are the major players in this segment. You have
been appointed as a consultant for a new player which wants to enter this segment. What are the criteria
for segmentation that you will use for evaluating this segment? What are the bases of segmentation you
will use for identifying segments in this category?

OR

Consumer behavior is a very important aspect to analyze in every marketing activity, especially in the
tourism sector. Consumer behavior is influenced by many factors which can be grouped in categories
such as personal factors, social factors, situational factors and economic factors. By understanding these
factors, one can identify an individual’s needs. The tourism industry finds itself in times of uncertainty.
In the period 2008-2010, the tourism industry faced difficulties, triggered by the world-wide economic
crisis. Facing conditions of economic instability, the Indian tourism consumer has changed its behavior
looking for shorter trips, special offers, discounts and short distance trips. Indian tourists became very
careful when spending money for travels. They are willing to assign a smaller amount of money to
travel than in previous years, and they want to be sure that they benefit from maximum of services.
Indian tourism operators adapted the offer on demand by decreasing tariffs and developing special
offers to attract tourists. Due to its already weak position on the Indian market, Gujarat state faces a

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very difficult situation regarding the tourism industry. Indian tourists have reduced the budget allocated
for travel and their behavior has changed considerably. They think twice before taking a decision,
regarding the fact that the amount of money used for the vacation can be used in other purposes. Indian
tourism operators adapted to the new conditions, by considerably decreasing tariffs. Although 2020 is
expected to be a year of recovery for the Gujarat tourism, India needs a serious introspection and
support in order to develop competitive tourism.

1. Identify and discuss how factors influencing consumer behavior plays their role in this case
study.
2. Explain the model of consumer behavior in brief with respect to the case study.

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