MBG-207 2015-16 To 18-19

OR
b) Examine the factors influencing consumer buying behavior.

UNIT-III
4. a) Explain the stages in new product development process with
suitable examples
OR
b) Explain the significance of PLC. Discuss the strategies applied
in each stage.
UNIT-IV
5. a) Explain the role of middleman in effective marketing force.
OR
b) Explain any five product pricing strategies.
UNIT-V
6. a) Explain the objectives and tools of sales promotion. Give suitable
examples .
OR
b) Discuss the various tools of marketing communication mix.
SECTION-C
7. Case Study (Compulsory): 10M
‘Haryaram’ is a famous chain selling a large variety of products in

the Indian market. Their products include chips, biscuits, sweets,
and squashes. It charges a comparatively higher price than its
competitors as it sells quality products. Besides, it offers regular
discounts to its customers and easy credit terms to its retailers.
It has five of its own retail shops. It also sells its products through
various grocery stores so that the products are made available to
customers at the right place, in the right quantity and at the right
time. It regularly uses different communication tools to increase its
sales.
The above paragraph describes the combination of variables used
by Haryaram to prepare its market offering. Identify and explain the
variables.
[42/44/III S/123]
[41/III S/323]
[April-23]
GITAM (Deemed to be University)
[MBG-207]
BBA / IMBA BBA(BA)& BBA(FM)
Degree Examination
III SEMESTER
MARKETING MANAGEMENT
(For the admitted batches 2015-16 to 2018–19)
Time: 3 Hours Max.Marks: 60
---------------------------------------------------------------------------------------------------
Instruction: All parts of the unit must be answered in one place only.
---------------------------------------------------------------------------------------------------
SECTION-A
1. Answer any FIVE of the following: (54=20M)
a) Define consumer Behaviour
b) Explain the role of IMC
c) Explain niche marketing
d) Explain the concept of Zero level channel
e) Explain the role of Product specialization
f) Define marketing communication
g) Differentiate Retailing and wholesaling
h) Explain the core level of a product
SECTION-B
Answer the following: (5x6=30M)
UNIT-I
2. a) Enumerate the scope and functions of marketing management.
OR
b) Explain the demographic, social and political factors of
environment, which a business firm must consider.
UNIT-II
3. a) Write briefly about STP. Describe the Targeting strategies with
suitable examples.
OR
b) Examine the factors influencing consumer buying behavior.
UNIT-III
4. a) Explain the stages in new product development process with
suitable examples
OR
b) Explain the significance of PLC. Discuss the strategies applied
in each stage.
UNIT-IV
5. a) Explain the role of middleman in effective marketing force.
OR
b) Explain any five product pricing strategies.
UNIT-V
6. a) Explain the objectives and tools of sales promotion. Give suitable
examples .
OR
b) Discuss the various tools of marketing communication mix.
SECTION-C
7. Case Study (Compulsory): 10M
‘Haryaram’ is a famous chain selling a large variety of products in

the Indian market. Their products include chips, biscuits, sweets,
and squashes. It charges a comparatively higher price than its
competitors as it sells quality products. Besides, it offers regular
discounts to its customers and easy credit terms to its retailers.
It has five of its own retail shops. It also sells its products through
various grocery stores so that the products are made available to
customers at the right place, in the right quantity and at the right
time. It regularly uses different communication tools to increase its
sales.
The above paragraph describes the combination of variables used
by Haryaram to prepare its market offering. Identify and explain the
variables.
[42/44/III S/123]
[41/III S/323]
[April-23]
GITAM (Deemed to be University)
[MBG-207]
BBA / IMBA BBA(BA)& BBA(FM)
Degree Examination
III SEMESTER
MARKETING MANAGEMENT
(For the admitted batches 2015-16 to 2018–19)
Time: 3 Hours Max.Marks: 60
---------------------------------------------------------------------------------------------------
Instruction: All parts of the unit must be answered in one place only.
---------------------------------------------------------------------------------------------------
SECTION-A
1. Answer any FIVE of the following: (54=20M)
a) Define consumer Behaviour
b) Explain the role of IMC
c) Explain niche marketing
d) Explain the concept of Zero level channel
e) Explain the role of Product specialization
f) Define marketing communication
g) Differentiate Retailing and wholesaling
h) Explain the core level of a product
SECTION-B
Answer the following: (5x6=30M)
UNIT-I
2. a) Enumerate the scope and functions of marketing management.
OR
b) Explain the demographic, social and political factors of
environment, which a business firm must consider.
UNIT-II
3. a) Write briefly about STP. Describe the Targeting strategies with
suitable examples.

MBG-207 2015-16 To 18-19

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OR

b) Examine the factors influencing consumer buying behavior.

‘Haryaram’ is a famous chain selling a large variety of products in

‘Haryaram’ is a famous chain selling a large variety of products in

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