[April-23]

GITAM (Deemed to be University)

[MBG-207]
BBA / IMBA BBA(BA)& BBA(FM)
Degree Examination
III SEMESTER
MARKETING MANAGEMENT
(For the admitted batch 2020–21)
Time: 3 Hours Max.Marks: 60
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Instruction: All parts of the unit must be answered in one place only.
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SECTION-A
1. Answer All the following:
Each answer should not exceed one page. (10x2=20M)
a) Define marketing management.
b) Explain the scope of marketing.
c) What is buying behaviour?
d) Explain segmentation.
e) What is tangible attributes?
f) What is FMCG?
g) Explain market share.
h) What is cost oriented pricing?
i) What is brand loyalty?
j) Explain the role of promotion in marketing.

SECTION-B
Answer the following: (5x6=30M)
UNIT-I
2. Differentiate among the consumer needs, wants and demand for a
product.
OR
3. Marketing is creation of win-win relationship with customers.
Explain.
 UNIT-II
4. What is the buying motive of consumers? Explain various types of
buying motives.
OR

5. What are the differences between segmentation, market targeting and

brand positioning?
UNIT-III
6. What is a product? Explain different concepts of a product.
OR
7. What is brand name? What are its uses? What criteria are used in
selecting a brand name? What is brand loyalty?
UNIT-IV
8. What do you understand by channel of distribution? Describe its role
in marketing.
OR
9. Differentiate between intensive and selective distribution with
suitable examples.
UNIT-V
10. What is promotion? What are the major issues involved in
developing a promotion campaign?

OR
11. Discuss various issues in developing a firms promotion strategy.

SECTION-C
12. Case Study (Compulsory): 10M

Having been vexed with the routing IT job in the U.S.A, Mr.Ajit
Sharma returned to India to take up business as a profession. He is
backed by sound financial base and is very serious about floating
business enterprise. He has done a survey at his level to ascertain
the market potentiality for textiles, biscuits, pharma, tourism
services and cosmetics. Among theses, he has chosen to enter into
biscuit market. He has a minimum knowledge in this field.
Ajit Sharma would like to gain first-hand knowledge about biscuit
market, before the process of product development is initiated. You
 have been appointed as the consultant to Ajit Sharma and offered
an attractive remuneration for your services.

Questions:
a) What are the requirements to know the potentiality of biscut
market?
1. b) How would you advice Mr.Ajit regarding the marketing
2. environment for biscuits, in India? Elaborate

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