Mangalore University 2007 B.B.M keting Management - Question Paper

Credit Based 3rd Semester B.B.M.Degree exam
October / November 2007
(2006 Scheme)
Marketing Management
Time : three Hours Max.Marks: 120

part - A(2 MARK EACH)

1. ans any Ten ques.. 20

a) What is Conversional Marketing ?
b) What do you mean by 1 price shop?
c) provide the maeaning of fabricating materials with a few examples.
d) State any 2 differences ranging from selling and marketing.
e) What is penetration pricing ?
f) Mention the components of promotion mix.
g) elaborate Discount Houses ?
h) What is carrying cost ?
i) Who has proposed the term "Marketing Mix"?
k) State any 2 unique features of rural markets.
l) describe Customer Satisfaction.

part - B (8 MARKS EACH)

ans any 5 ques.. 40

2. discuss Merchandising and Auxiliary functions of marketing.
3. How far it is accurate to say that rural markets are a 'Woken up Sleeping Giant'?
4. discuss the Internal Factors influencing pricing decisions.
5. Distinguish ranging from services and physical goods.
6. explain in brief the funtions of Physical Distribution.
7. Whatare the advantages of Branding to Consumers ?
8. Identify the major components of Sales Promotion Mix.

part - C (20 MARKS EACH) 60

9. What is Integrated Marketing Concept? elaborate its features ? Distinguish clearly ranging from
selling concept and marketing concept.
OR
discuss various stages of PLC and the stategies used in various stages of PLC.


10.Explain the significance and environment of rural markets.
OR
How will you classify service ? discuss

11. a)Define a channel of distribution. What kinds of distribution channels are available to
a manufacturing company 10

b)Bonton , a health beverage , was manufactured and marketed by a large MNC.The product
was launched in the Indian market in 1998, after a successful test market in metro cities.
It was available in 500 gm Glass jars and refill packs. Consumer acceptance of the brand
was good and the sales kept on growing till 2002, when it reached the highest and started
declining.
An in depth review of the brand and its competition reveales that the positioning of
Bonton as an energy drink for children was accurate and advertising had done a good job of
communicating this position.

Sales promotion objectives:
It was decided to increase sales of Bonton by 10% during the 1 year period August 2007
to july 2008 and restore sales to the peak level of 2002, the earlier market share.

i) Recommend techniques of sales promotion that can achieve the objective.

ii)Design advertising strategy for positioning Bonton as an energy drink for children. 10

Earning:   Approval pending.