M.B.A-M.B.A 2nd Year Paper – III: MARKETING MANAGEMENT (Acharya Nagarjuna University - Center for Distance Education, Guntur, Andhra Pradesh-2013)

M.B.A. DEGREE EXAMINATION, DEC. - 2013
Second Year
(Paper –III)
Paper – III: MARKETING MANAGEMENT

Time : 03 Hours                                                                    Maximum Marks : 80

SECTION – A (3 × 5 = 15)
Answer any Three of the following
.
1) a) Modern concept of marketing.

b) Marketing mix.

c) Brand equity.

d) Sales personnel.

e) Publicity.

f) Industrial user.

SECTION – B (3 × 15 = 45)
Answer any Three of the following

2) Distinguish between marketing of products and services.

3) Discuss the steps involved in marketing logically.

4) Critically examine economic model that explain consumer behaviour.

5) Describe the stages in the product life cycle.

6) How do you assess the effectiveness of advertising?

7) Explain the methods employed to forecast sales.
Section – C (1 × 15 = 15)
(Compulsory)

8) Analyse the following case and answer the questions given at the end.

Essex markets was a chain of supermarkets in a medium-sized south Indian city. For six years,
it had provided its customers with unit pricing of grocery products. The unit prices were
provided in the form of shelf tags that showed the price of the item and the unit price (the price 

per kg. for example). The program was costly. The tags had to be prepared and updated.
Further, because they tend to become dislodged or moved considerable effort was required to
make sure that they were current and in place.

A study was proposed to evaluate unit pricing. Among the research questions in the study were
the following:

a) What percentage of shoppers was aware of unit pricing?

b) What percentage of shoppers used unit pricing?

c) With what frequency was unit pricing in use?

d) What types of shoppers used unit pricing?

e) For what product classes was it used most frequently?

f) Was it used to compare package sizes and brands or to evaluate store-controlled labels?

It was determined that a questionnaire completed by around 1000 shoppers would be needed.
The questionnaire could be completed in the store in about 10 minutes, or the respondent could
be asked to complete it at home and mail the same.

Questions:

i) Specify how the respondents should be approached in the store.

ii) Write out the exact introductory remarks that you would use.

iii) Should the interview be in the store, or should the questionnaire be self
administered at home or mailed in, or should some other strategy by employed?
and

iv) If a self-administered questionnaire is used, write an introduction to it. What could
be done to encourage a high response rate?