Deemed University 2011 B.B.A University: Lingayas University Term: I Title of the : keting Management - I - Question Paper
Roll No. ..
Lingayas University
BBA-MBA (Integrated) 1st Year (Term II)
Examination Feb 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. State the nature and scope of marketing. How does marketing satisfy the wants of people? Also discuss the important functions to be performed in the process of marketing. [20]
Q-2. Explain in brief the various elements of marketing environment in the Indian scenario. [20]
Q-3. Pieco Electronics Ltd (Phillips) competes with many of its customers who use Phillips components. Discuss the problems and opportunities that are created for both buyer and seller in these complex relationships. [20]
Section B
Q-4. Define buyer behavior. Discuss the nature and concept of buying decisions with the help of buyer behavior model. [20]
Q-5. What do you mean by segmentation? Explain the requirements for effective segmentation. What are the bases for segmenting consumer marketing? [20]
Q-6. Why should a firm think of entering into foreign markets? What are the major decisions involved in the international market? [20]
Q-7. What is meant by product differentiation? Compare the advantages of product differentiation and market segmentation. [20]
Section C
Q-8. CASE STUDY
One day e-commerce may even become its bread and butter. The Gujarat Cooperative Milk Marketing Federation (GCMMF) is the first food products marketing organization in the country to be e-commerce enabled. Not only can customer buy products of Amul online, the website also succeeds in using the net to promote its brand image. The first development for this inititative requires an effective TQM program in consultation with Eicher Consultancy. Identification of critical business especially marketing and physical distribution has been the chief concern. Other problems were with trained work force to handle real time transactions. GCMMF tried to establish sufficient security. GCMMF has database of 50,000 customers with profile of their buying patterns and preferences. It can reach them faster for new product launches and their feedback.
Questions:
(i) Do you think it was a wise decision for Amul to make a foray into e-commerce? Give reasons.
(ii) What are the problems the firm is facing with e-commerce? Suggest strategies to solve the problem.
[20]
| Earning: Approval pending. |
