Saurastra University 2006 M.B.A (C-4205) : keting Management - Question Paper

M. B. A. Sem. II exam
April / May – 2006
(C-4205) : Marketing Management
(New Course)
Time : three Hours] [Total Marks : 70
Instructions : (i) All ques. are compulsory.
(ii) All ques. carry equal marks.
1 The essence of marketing is a transaction-an exchange. It is
customer and competition oriented and focuses on customer
satisfaction. – discuss.
2 A latest survey on washing machines conducted among housewives
showed that most of them belongs to middle income households,
were generally working, had growing-up children and preferred a
compact, easy-to-use, top loading washing machine. They wanted
a machine that gets clothes clean and comes with a trouble free
service. If you were the marketer of Whirlpool's washing machine,
how will you use this info for planning your marketing
strategy ? What additional info will you look for before
evolving the strategy ?
OR
2 discuss the concept of marketing environment. explain the role
of cultural elements and show how these affect the marketing
programmes.
3 What is buying behaviour ? discuss the major factors influencing
buying behaviour.
OR
3 The segment refers to a homogeneous group of buyers while
segmentation is the art of creating homogeneity in a heterogeneous
market. discuss the statement indicating the requirement of
segmentation.
4 In latest years discount sales have been on the rise and several
discount stores have come up in the country. Also, regular discount
sales are organised by firms and retail stores around the festivals
time. Yet there are many large stores like Shoppers Stp. Tribhovan
Das Bhimji Zaveri, Big children Kemp, etc. who do not have these
sales and yet record large sales turnover. Why ?
OR
4 explain the distribution options available to a firm. Where
and how will you use every of these options ?
5 State the characterisitcs of Service Marketing, Develop marketing
mix plan for upcoming bank in private sector.
SY–8149] two [ 500 / 14-8 ]

Earning:   Approval pending.