Sankalchand Patel University

Seat No.: ________ PR No.
___________
SANKALCHAND PATEL UNIVERSITY

MBA – SEMESTER - 2 – EXAMINATION – SUMMER 2019
Subject Code: 1MS2010205 Date:15 /05/2019

Subject Name: Elements of Marketing
Time:3HRS Total Marks: 60
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Read the following paragraph and answer the questions given at the end. 18
Facebook was found in 2004 by Mark Zuckerberg in the United States. With more than
3.2 crore active users, India is the third biggest market for Facebook after United States
and Indonesia. Increasing internet penetration due to cheaper access and proliferation of
the internet enabled phones; Facebook has been able to increase its activity in India
rapidly. Given the trends in further increase in the internet in social networking websites
the popularity of Facebook is only expected to soar higher in the coming times.
Due to the aforementioned reasons, many companies have now established their own
pages on Facebook to connect with their customers. Companies from diverse fields like
FMCG, automobiles, hospitality, retail, fashion labels, entertainment, and telecom use
Facebook for advertising, communication and promotional activities. According to a
study by Socialbakers, the top 5 brands on Facebook India are Tata Docomo, Kingfisher,
Fastrack, Vodafone Zoozoozs, and Pepsi India. Apart from the big brands, smaller, and
relatively unknown brands have also used Facebook quite effectively to create awareness
about themselves and build a fan following. Choco Tale, a Gurgoan based chocolate
boutique run by a mother and daughter, was able to garner corporate orders pan-India
after they reached out on Facebook. Surprisingly, some of these small brands have even
outperformed their bigger counterparts in terms of fan following and interactivity. Brands
like Wildcraft are far stronger than some of the bigger names like Reebok and Idea
Cellular. The success of the aforementioned brands indicates that social networking Web
sites can create strong consumer following.
Apart from the corporate brands, Facebook is also being used for promoting social
causes, sports. Tata tea used the medium for urging people to vote, while Aircel used it
for promoting its “Save the Tiger Campaign.” Similarly, companies such as Airtel and
Volkswagen used the platform to promote soccer and polo, respectively. Some of the
possible reasons that can be attributed to the growing preference for digital media for
marketing activities are no recurring costs, better customer engagement levels, improved
visibility and virility. With the rising popularity of social media, companies have also
increased their ad spend on this medium, allocating around 30-40% of their overall
marketing budget on social media.
Answer the following Questions:

1. How does a company benefit by advertising on social networking sites?
2. Does advertising on social networking sites merely help in creating awareness
or does it actually influence the consumption behavior of the customers?
(Page 1 of 2)
Q.2 Answer any two from the following (six marks for each) 12
A Explain the basic philosophies of marketing.
B Discuss the various marketing environments.
C Discuss the various factors affecting consumer buying behavior.
Q.3 Answer any two from the following (five marks for each) 10
A Differentiate between selling concept and marketing concept. Give examples.
B What are various pricing methods? Explain each in detail
C Differentiate between marketing of products and services?
A Discuss briefly the significance of product positioning. Give examples.
B Discuss Marketing communication mix?
C What are the functions of intermediaries? Explain.
A Discuss the various differentiation strategies adopted by a marketing manager.
B What are the various stages of PLC and strategies in these stages?
C How is consumer market different from business market?
*************
(Page 2 of 2)

Sankalchand Patel University

Uploaded by

Copyright:

Available Formats

Sankalchand Patel University

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Sankalchand Patel University

Uploaded by

Copyright:

Available Formats

Seat No.: ________ PR No.

SANKALCHAND PATEL UNIVERSITY

Subject Code: 1MS2010205 Date:15 /05/2019

Answer the following Questions:

You might also like