Birla Institute of Technology (BIT Mesra) 2006 KETING ( QMJ ZC411 ) - Question Paper

Birla Institute of Technology & Science, Pilani

Distance Learning Programmes Division

Second Semester 2006-2007



Mid-Semester Test

(EC-1 Regular)



Course No. : QMJ ZC411

Course Title : MARKETING

Nature of examination : Closed Book

No. of Pages = 1

No. of ques. = four
Weightage : 40%

Duration : two Hours

Date of examination : 03/02/2007 (FN)

Note:

1. Please follow all the Instructions to Candidates provided on the cover page of the ans book.

2. All parts of a ques. should be answered consecutively. every ans should begin from a fresh page.

3. Mobile phones and computers of any type should not be brought inside the exam hall.

4. Use of any unfair means will outcome in severe disciplinary action.





Q.1. In the light of the changing business environment define the characteristics of new economy and how marketing as a function has changed in its role and scope? Highlight the competencies needed by today’s marketers in order to be successful. (5 + five = 10)



Q.2. define the 5 stage model of the Buying Decision Process giving a suitable example. (5 + five = 10



Q.3. What do you understand from Segmentation, Targeting and Positioning (STP) strategies? explain the challenges in designing marketing mix strategies for a small sized car priced at Rs.1 Lac for the Indian market. (5 + five = 10)



Q.4. Shaadi.com has been wondering how to bring back customers to its website. This is because once the objective of the customer to obtain a match has been achieved, and the customer has no cause to return. The advertising revenues of Shaadi.com are linked to a number of customers the site is able to retain. What marketing concept and strategy should the company apply in order to solve the above issue?



(10)



*******

Earning:   Approval pending.