Deemed University 2011 B.B.A University: Lingayas University Term: III Title of the : keting Management-I - Question Paper

Roll No. ..

 

Lingayas University

BBA-MBA (Integrated) 1^st Year

Examination May 2011

Marketing Management-I (BA - 1107)

 

[Time: 3 Hours] Max. Marks: 100]

 

Before answering the question, candidate should ensure that they have been supplied the correct and complete question paper. No complaint in this regard, will be entertained after examination.

 

Note: Attempt five questions in all. All questions carry equal marks. Select two questions from Section A and two questions from Section B. Question no. 8 (Section C) is compulsory.

 

Section A

Q-1. Define Marketing Management. Discuss its nature and scope in the present scenario. [20]

Q-2. Explain in brief the various elements of marketing environment. Give the salient features of each. [20]

Q-3. What do you understand by buyer behaviour? What are the factors affecting consumers buying behaviour for durables? [20]

 

Section B

Q-4. What is meant by product differentiation? State the different ways in which differentiation is carried out by an organization. [20]

Q-5. Write short notes (Any two) on:

(i) Marketing concepts (ii) Marketing Vs. Selling

(iii) Value chain (iv) Promotion [20]

Q-6. Define Market segmentation. Discuss the bases for segmenting the market for any two product/services of your choice. [20]

Q-7. What are the different marketing mix elements that are used by modern marketing organizations? [20]

 

Section C

Q-8. Read the CASE STUDY and answer the questions given below it.

Case Study: Rotomac Electronics

Rotomac Electronics was a small company offering accessories for medium to large computers. The company specialized in the manufacture and sale of magnetic disc drives. The product, being complex one, required extensive controls. As the product required high quality control, it had high unit cost and was manufactured to meet customers requirements.

Rotomacs business in computer industry was highly competitive. Many larger companies manufactured their own magnetic disc drives and also there were quite a large number of small manufacturers who had entered in the field recently. Rotomacs disc drives offered large capacity and high speed and could interface with any existing computer system. The company had capacity to expand its operations due to attractive features and flexibility.

However, as the company was not occupying leadership position in the market, the company had to constantly come up with innovations to increase sales. In order to attain more corporate ability, the management decided to diversify into new product areas. They asked the R & D department to design the single board efficient computer. As a result of six months hard efforts, the R & D department gave the prototype.

 

Questions:

 

1. Suggest the ways and means of positioning the new product in a highly competitive market.

2. Advise the alternatives to reach the customers with new and innovative computer product giving valid reasons.

[20]