C'60887 (Pages : 2) Name.

Reg. No.
SECOND SEMESTER M.B.A. DEGREE
BUS 2C
EXAMINATION, APRILL 2014
11-MARKETING MANAGEMENT
(2013 Admission onwards)
Time : Three Hours
Maximum:36 Weightage
Part A
lnsuuer the follohtage.
Each question carries
1. Differentiate between selling and marketing ?
2. What is diffusion of innovation ?
3. Write a note on bundle pricing.
4. What is narrow cast media ?
5. Writea note on franchising.
6. What is marketing control ?

(6 x 1 6)
Part B
Answer any six of the
Bach question carriee 3
7. Explain the marketing concept and discuss how the modern marketing concept difers from the
traditional one
8. According to AC Nielson, for business-to-business (B2B) marketers under increasing pressure to
better target customers and prospects, segmentation is a
powerful tool for strategic and tactical
applications. Although marketing segmentation systems have enjoyed widespread acceptance in
the consumer world for decades, B2B segmentation systems have languishcd due to the limited
availability of accurate data, marginal technical expertise, an inability to develop high quality
leads and poorly differentiated advertising. Develop an appropriate market segmentation for any
two industrial products of your choic.
9. Explain brieflv the five stages in the consumer buying decision process. What is the utility of
consumer buying behaviour model in case of:
(a) Satollite service : and (b) Premium car.

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10. As a Marketing Manager you åre assigned the task of launching a new tooth-paste in the Indian
market. Prepare a strategic plan ofnctivities you will undertake to achieve your target successfully
Also explain the various marketing functions involved in your marketing strategy.
11. Explain the pricing strategies adopted by Click and mortor companies by comparing between twe
similar portals
12. What are the merits in Road transportation? How does transportation play an important role in
satisfying customer needs to bring about Customer satisfaction?
13. Establish the need for a Public Relations Department and event management department in a
business. Give examples if necessary.

14. "India still has too many barriers to trade and investments, which need substantial further
liberalisation for developing the international market". Discuss.
(6 x 3 m 18
Part C

Answer any ttwo of the following.

Each question carries 6 weightage
15. Competition in the biscuit market is on a regional basis instead ofa national basis. What explanatioe
would you give for this phenomenon ? If you were a marketing manager for one of these biscuit
companies, what would you do to try to make your brand nationally dominant ?
16. American company, Arrow shirts were known for offering very conservative, traditional and formal
shirts for the Americans for a very long time. This company ventured into various continents with
their formal shirts and trousers which became industry standard. However, they found that this
has become a resisting factor for many people who otherwise would have walked into the showrooms
Subsequently the company decided to reposition themselves to offering men's clothing with wrinkle
free shirts, polo shirts, Afterhours t-shirts, neck less (-shirts etc., Do you think this is the righ!
strategy adopted by the company ? Discuss the merits and demerits of repositioning in this
context.

17. AT.V. manufacturing company organiscd a mega event recently for advertising their new Digital
T.V. manufactured with foreign collaboration. The event was organized with help ofa very famoui
advertising agency having good experience in organising such events. You are now assigned
evaluate the outcome of the advertising event. Prepare a dotailed plan of your own evaluatics
plan of the event.
(2 x6m 12)

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 C 82598
(Pages: 2) Namc..

Reg. No........
SECOND SEMESTER M.B.A. DEGREE EXAMINATION, JUNE 2015
(CUCSS)
BUS 2C 11-MARKETING MANAGEMENT
(2013 Admission onwards)
Time : Three Hours
Maximum:36 Weightage
Part A
Answer the following.
Each question carries 1 weightage.
1. What is social markoting approach
2. What is difusion of innovation ?
3. Write a note on skimming pricing ?
4. What is outdoor media
5. Write a note on logistics ?
6. What is marketing control ?
(6 x 1 = 6 weightage)
Part B
Answer any six of the following.
Each question carries 3 weightage.
7. Explain the marketing concept and discuss how the modern marketing concept differs from the
traditional one.

8. industry
Prepare aand
report on the competitive strategies played by the participants in the Indian cement
Indian watch industry
9. Explain with examples why standardisation is important in services and how it is difficult to
achieve. Suggest various ways in which standardisation can be nchieved in services. Give oxamples,
10. What are the issues in marketing to the laggnrds in the diffusion of innovation cyele ?
l1. Stato briefly the various methods of pricing aproduct in the terms of objectives. Also explain the
factors affecting pricing decisions.
12. Explain the Changing Rotailing Sconario in India. Explain in brief any two retail outlets including
their operations.

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C 82598

explain the techniques of matching

functions of an advertisement? AlsÏ
13. What are the communicationconsumer information.
products to promotion and
need substantial further
barriers to trade and investments, which
14. "India still has too many market". Discuss.
liberalisation for developing the international
(6 x 3 =18 weightage)
Part C
Answer any two of the follown
Each question carries 6
instead ofa national basis. What explanation
15. Competition in the biscuit market is on a regional basis
phenomenon ? If you were a marketing manager for one of these biscuit
would you give for this
companies, what would you do to try to make your brand nationally dominant ?
16. Develop a promotion strategy for White Goods (Fridge, Washing Machine, Micro-Oven etc.)
manufacturing company, elaborating the various steps you would take. While you make tentative
comments about the creative aspects and media, your emphasis should be on the analytical
framework required for the development of suchastrategy and its subsequent evaluation.
17. A company wishes to launch a new toothpaste, which could prevent. tooth cavities and tooth 76.
decay. But the toothpaste market is highly crowded with multiple brands. As a marketing executive
prepare a market research strategy so that the company's new brand could be established in the
market.
(2 x 6 = 12 weightage)

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 (Pages: 2) Name.
C2798
Reg. No......
SECOND SEMESTER M.B.A. DEGREE EXAMINATION, JUNE 2016
(CUCSS)
BUS 2C 11-MARKETING MANAGEMENT
(2013 Admission onwards)
ime: Three Hours Maximum : 36 Weightage
Part A
Answer the following.
Each question carries 1 weightage.
1. What is medin planning ?
2. Define the concept of re-positioning.
3. What is meant by consumer acquisition ?
4. What is ethics in marketing ?
5. What is marketing strategies ?
6. State channel management.
(6 x 1 =6 weightage)
Part B
Answer any six of the following.
Each question carries 3 weightage.
7. Discuss the elements which constitute in marketing environment. Explain with examples.
8. Sales promotions are conceived with certain objectives in mind of marketers'. Support your answer
with suitable example.
9. Describe the process of 'new product development' in detail.
10. Discuss the role of media in advertising.
1. What is cnnsumer behavior ? Elaborate the diferent types of purchase behaviour in the purchase
of a product, giving suitable examples.
12. Explain about the research process in advertising with reference to one product of your choice.
13. How to decide the channel intermediaries ? How the channel members are used to promote the
market ?
14. What is Marketing Communication ? Discuss its rolo in accomplishing the firm's marketing
goals'
(6 x 3 18 weightage)

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Part C
Ansuer any two of the following.
Baeh question carries 6 oeightage.
15. Explain the various segmentation bases used by marketers, with suitable illustrations. Sugges
suitable segmentation basis for the following, giving reasons :
(a) Light Commercial Vehicles (LCV).
(b) Contact lenscs.
16. Design a marketing mix for following products. Justify your answer, (make assumptions whereve
necessary)
a) Portable MP3 player.
(b) Branded wheat flour (Atta).
(e) Any consumer durable product.
(d) Mobile phone.
17. Explain the marketing ceriteria to be used for selection of a brand name. Based on criteria sugge
a suitable brand name for the following Products and Services :.
(a) Fruit juice.
(b) Indian fast food chain.
(c) Footwear.
(2 x 6 = 12 weightag=

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CAP28
(Pages : 2) Name.eh
Reg. No...
SRCOND SEMESTER M.B.A. DRGRER EYAMINATION, JUNE 2017
(CUCSS)
BUS 2C 10--MARKETING MANAGEMENT
(Regular FT-2016 Admissions)
me:Three Hours Maximum: 36 Weightage

Part A
Answer the following questions.
Each question carries 1 weightage
Distinguish between selling concept and marketing concept.
2. What is the meaning af targeting ? Give an example.
3. What is meant by positioning ? Give an example.
4. What is mystery shopping ?
5. What is focus group technique?
6. What is internal marketing ?
(6 x 1 =6 weightage)
Part B

Answer any four off the following.

Each question carries 3 weightage.
3 What are the major differences between individual buying and institutional buving ?

8. What are different buying roles? llustrate with an example.

% Identify the broad segments in the car market with associated benefits.
10, What is the role of marketing research ?

11. How is media planning done ?

12, What is the role of guarantee in services ?
(4x3= 12 weightage)

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Part C
following.
Ansuer any three of theweightage.
Bach question carries 4

packnging ?
13. What is the importance of
Explain marketing researeh process.
14.
influencing pricing decision ?
15. Whnt are the factors
strategics.
16. Link product life cycle with appropriate
small retail formats.
17. Compare between large and
(3 x 4 = 12 weightage)
Part D

Answer the compulsory question.

The question carries 6 weightage.
18. Cafe Coffee Day (CCD) has opened a number of outlets since 1996. CCD has pioneered the concept
ofcoffee outside home with its outlets which could ereate an atmosphere where young people could
meet and discuss overa cup of coffee. Many young executives used the outlets for sitting and
discussing and preparing their presentations on laptops. Young students as well used the outlets
as a hangout place with friends. CCD complemented its concept with an appropriate ambience
which could facilitate lhe kind of activities mentioned above with internet connectivity. The pricing
of products by CCD was slightly above the lot :
(a) Explain the segmenting, targeting and positioning used by CCD.
(b) Evaluate the concept of CCD.
(c) What do you think about the brand CCD?

(1 x 6 = 6 weightage
D 42921 (Pages : 2) Name.se
Reg. No..
SECOND SEMESTER M.B.A. DEGREE EXAMINATION, JUNE 2018
(CUCSS)
M.B.A.
BUS 2C 11-MARKETING MANAGEMENT
(2013 Admisaions)
Time : Three Hours Maximum 36 Weightage
Part A

Answer the follouwing.

Each question carries 1 weightage.
1. What is international marketing ?
2. What are the differences between individual consumer behaviour and institutional consumer
behaviour ?

3. What is market targeting?

4. What do you mean by brand extensions ?

5. Defne retailing.

6. What do you mean by sales promotion ?

(6 xl=6 weightage)
Part B

Answer any six of the following.

Each question carries 3 weightage.
7. Define marketing management. What are the nature and importance of marketing management?
. Explain the models of buying decision.
9. Discuss the changing pattern of consumer
behaviour.
10. What is rmarketing research ? Explain the types of marketing research.
11. Define product. Explain the concept of
product. What do you mean by product line and
mix ? product

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D 42921

12. Explain the stages in new product development.

roles of channel intermediaries.
13. What is channel management ? Discuss the
14. Explain the various marketing control techniques.
(6 x 3 = 18 weightage

Part C
Answer any two of the fallowing.
Each question carries 6 weightage.
15. Discuss the micro environment of marketing and macro environment of marketing in detail.

16. Diseuss the levels and patterns of market segmentation. What is the importance
segmentation ? Suggest the techniques for effective segmentation by taking an example.
17. Explain in detail about the elements of promotion mix.
(2 x 6 = 12 weightage
 Name.
C61129 (Pages : 2)
Reg. No...
EXAMINATION, MAYJUNE 2019
SECOND SEMESTER M.B.A. DEGREE
(CUCSS)
M.B.A.
MANAGEMENT
BUS 2C 10-MARKETING
(2016 Admissions)
Maximum: 36 Weightage
Time:Thrce Hours
Part A
Answer the following questions.
Each question carries 1 weightage.
1. Define Marketing concept.
down ?
2. Whnt is trnding up and Lrnding
3. Define PESTEL analysis.
?
4. What are the objcctives of sales promotion
pronotional pricing ?
5. What do you mean by
6. Define Green Marketing.
(6x ] = 6 weightage)
Part B
Answer any four of the following.
Eoch question carries 3 weightage.
7. What is STP ? Explain.
product development':.
8, Explnin the concept of "New
9. Why new product fails ?
of wholesalers.
10. Explnin the functions
11. Packnging act like a salesman. Do you angree withh the statement ? Justify your answer.
12. Explain the marketing segmentation strategies.
(4 x 3 12 weightage)

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C61129
P'art C

Ansuer any three of the following.

kach question carries 4 weightage.
18. Enumerate the stages of prduet life cycle,

14. Explain in brief the five stages in the buying deision proces.
15. Explain the types of "Marketing Researeh.
l6. Diferntiate product markcting and service marketing.
17. Explain the marketing control techniques.
(3 x4= 12 weightage)
Part D

Ansuoer the folloueing questions compulsory.

6 oeightage.
Indian Refrigerator Market
Indian's Refrigerator market estimated at Rs. 2,750 Cr is catered mainly by 10 brands. The annual
capacity is estimnted at around 4.15 million units is running head of demand of 15 million, As
there isandemand and a surplus supply, all the manufacturers are trying out for new strategies in
the market.
Times have changed and also the buying behavior of the customer. Barlier it was cash carry
system. Now dealers play an important role in selling; now the system is exchange for old "bring
your old refrigerator and take a new one with many gis".
A company by name Electrolux entered the market which has acquired Allwyn, Kelvinator and
Voltas brands.
Researchers have revealed the urban city and city sales are declining and hence all manufacturers
are trying to concentrate on rural markets. Electrolx strategy is customization, with special attention
to the northern and southern Indin markets, While Godrej the main player, thinks that dealer
network in rural market for sales and services will be beneficial and is trying to give more emphasis
ndealer network, whereas Whirlpool has adopted the strategy of increasing the dealer network
on
major players are as follows:
by 30%, The market shares of the
Allwyn 10% Daewoo- 1%
Godrej 30% LG-1%
Videocon 13% Voltas -5%
Whirlpool 27% Others 1%
Kelvinator 12%
18. Qucstions :
mix for rural market ?
(a) What would be the marketing
th) Could the refrigerator market be segmented on geographical base planned by
Electrolux?
(e) 1What could be the target market strategies choscn by refrigerator companies 9
(6 weightage)

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 C82132 (Pages : 2) Name
Reg. No..

SECOND SEMESTER M.B.A, DEGREE EXAMINATION, JUNE 2020

(CUCSS)
M.B.A.
BUS 2c 10-MARKETING MANAGEMENT

(2016 Admission onwards)

Maximum : 36 Weightage
Time : Three Hours
Part A

Answer the following questions.

Each question carries 1 weightage.

1. What is brand equity ?

2. Explain the role of guarantees.
3. Distinguish between product concept and marketing concept.
4. What is the meaning of targeting ? Give an example.
5. What is publie relation ?
6. What is deal-proneness ?
(6 x 1 = 6 weightage)
Part B

Answer any four of the following.

Each question carries 3 weightage.
7. ldentify the broad segments in the hospitality market with the associated benefits.
8. Explain the significance of marketing for non business organizations.
9. Explain the influence of reference groups on consumers.
10. What is the concept of service quality ?
11. Distinguish between goods and services marketing.
12. What are the ways pricing decision is made ?

(4 x3 = 12 weightage)

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Part C

Answer any three of the following.

Each question carries 4 weightage.
13. What is strategic marketing ?
14. What are the factors influencing distribution decision ?
15. How is marketing control system established ?
16. Explain the importance of creating customer value, satisfaction and loyalty.
17. Discuss competitive strategios.
(3 x 4 = 12 weightage)
Part D
Answer the compulsory question (6 weightage)
18. Nautica is a restaurant located at a beautiful tourist spot called Dona Paula in Gon, Most of the
customers of the restaurant are tourists. Among the customers who visit Nautica, repeat customers
were not many. The restaurant was three storied and offered panoramic view of the confluence of
Zuary river with the sea. The spot was part of the itinerary of the domestic tourists while foreign
tourists were very less in this spot. While for many tourists tasting Goan food was a part of touristic
experience many traditional visitors preferred to have their staple food while travelling as well.
While visiting Goa many tourists, partieularly male only groups, preferred to havo alcoholic drinks.
a) Describe an appropriate position for Nautica.
b) Create a marketing mix for Nautica,

(1x6= 6 weightage)
C3715 (Pages : 2) Name..

Reg. No...

SECOND SEMESTER M.BA. DEGREE (REGULARISUPPLEMENTAR)

EXAMINATION, JULY 2021
M.B.A. (CUCSS)
BUS 2C 10-MARKETING MANAGEMENT
Maximum:36 Weightage
Time :Three Hours
Part A
Ansuer the following questions.
Each question carries 1 weightage.
Discuss.
1. "Marketing begins and ends with consumer-
2, Define the term positioning.
3. Define Advertisement.
4. Define price penetration.
5, What is cognitive dissonance?
6. Define marketing control. (6 1= 6 weightage)

Part B
following questions.
Ansuer any four of the
Each question carries 3 weightage.
marketing research.
7. Explain the scope of
8. Explain trading up and trading down.
qualities of successful sales man.
9. Comment on the behavior in the purchase of a produet.
which influence the consumer
10. Mention the factors What is its function?
understand by the term branding?
11, What do you product life-cycle.
Explain the different stages of
12. What is product life-cycle? (4 x3= 12 weightage)

Part C
following guestions,
Anstuer any three of the
Each question carries 4 weightage.
development.
of new product
13. Explain the concept marketingcontrol.
of
14. Explain the tools Turn over

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15. Why new product fails? Comment

16. What are the objectives of sales promotion?
17. Discuss the various methods of pricing stratergy.
(3 x 4= 12 weightage)

Part D
Ansuer the compulsory question.
Case Study (Compulsory)
New Coke
Battered by competition from the sweeter Pepsi-Cola, Coco-cola decided in 1985 to replace its
old formula a sweeter variation dubbed the "New Coke".Coco-cola spent $4 million on market
research.
Blind taste tests showed that coke drinkers preferred the new, sweet formula, but the launch
researchers had measured the taste but had
of New coke provoked a national uproar, Market
to measure the emotional attachment consumers had to Coco-cola, there were angry
failed
letters, formal protests and even lawsuit threats, to force the retention orThe real thing ten
re-introduced its century old formula as
weeks later, the company withdrew New coke and in the market place.
"classical coke" giving the old formula even stranger status
18. Questions
modifying the four- Ps - Analyse.
(a) Managers try to stimulate sales by
to accept an improved product-Comment.
(b) Customers are not always willing
(2 x 3=6 weightage)
 211618
C 23469
(Pages :2) Name...

Reg. No..
SECOND SEMESTER M.B.A. DEGREE
EXAMINATION,
REGULARISUPPLEMENTARY)
JULY 2022
MBA. (CUCSS)
BUS 2C 10-MARKETING MANAGEMENT

(2016 Scheme)
Time:Three Hours Maximum :36 Weightage
Part A
Ansuer the follouwing questions.
Each question carries 1 weightage.
1. Define Marketing.
2. What is meant by market segmentation ?
3. What do you mean by physical distribution ?
4. Define product mix
5. Explain marketing control.

6. Define price skimming.

(6x 1 =6 weightage)
Part B
Answer any four of the following question.
Each question carries 3 weightage.
7. Highlight the importance of consumer behaviour
8. Mention the tools of promotional mix. Explain any two
9. Differentiate selling concept and marketing concept.
10. What are the methods of data collection ?
11. Discuss FourPsof marketing mix.
12. How does customer react to a purchase dis-satisfaction ?

(4x3 = 12 weightage)
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2 C 23469

!
Part C

Ansuer any three of the following question.

Each question carries 4 weightage.
13. Some of the environmental factors are controllable where as others are beyond the control of firm.
Discusg

14. Explain the stages in consumer buying decision.

15. Whatis meant breadth, depth and consisteney of product mix ?Explain by giving suitable examples.
16. What is a new product ? How is it developed?
17. What are the factors which influence consumer behaviour in the purchase of a Product ?
(3 x4= 12 weightage)
Part D

18. Answer the compulsory question ( 6 weightage) case study -lcompulsory) :

Marketing and distribution of Mushroom
Krishanth and Thanush are two enterprising youth. They have passed out from IIM, Bangalore.
They thought instead of doing job, they will launch fresh vegetables in Indian markets. Having
learnt of the future conventional foods, they decided to venture into cultivation of Mushrooms.
Mushrooms are known to be the best alternative food for vegetarians. For Krishanth and Thanush
fund raising was a serious handicap for mass production. However the First trial batch of Mushrooms
that they produced was bought by star Hotel in Banglore.
Now Mushroom Industry is run by small entrepreneurs like Krishanth and Thanush. Another big
player M/s Gagan Mushrooms, equipped with cold storage facility was more interested in export
market
Krishanth and Thanush have set their sights high. They aim to sell Mushrooms in a very big way
all over India. Mushrooms have great market potential and are a perishable food.
Questions -

a) How will you advice Krishnath and Thanush, as how to increase the consumer awareness
about this new food.
b) What would be your suggestions for distribution channel for Mushroom ?
(2x3 6 weightage)

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 406124

C43511 (Pages:2) Name

Reg. No.

SECOND SEMESTER M.B.A. DEGREE EXAMINATION, JULY 2023

M.B.A. (CUCSS)
BUS 2C 10--MARKETING MANAGEMENT
(2016 Scheme)

Time Three Hours Maximum : 36 Weightage

Ansuer all the Parts.

Part A

Anstuer all questions.

Each question carries 1 weightage.
1. What are the elements of marketing mix ?
2. What are the major bases of marketing segmentation ?
3. What is strategic control?

4. Define Positioning.
5. Define Packaging.

6. What is Labeling ?

(6x 1 = 6 weightage)
Part B

Ansuer any four questions.

Each question carries 3 weightage.
7. "Marketers in India are now forced to adopt 'Societal concept' as their philosophy. Justify.
8. What is the limitation of sellingconcept?
9. Mention any two psychological factors that influence consumer behaviour.
10. What are the various techniques of positioning a product ?
11. What are the various types of sales promotion ?
12. What are the functions of marketing in an organization ?
(4 x3= 12 weightage)
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Part C

Ansuer any three questions.

Each question carries 4 weightage
13. Distinguish between industrial consumer and Institutional consumer.
14. What is market targeting ?
15. Explain the role of marketing research in Marketing management
16. Explain the various stages of the product life cyele and the strategies often used during different
stages of product-1ife evele.
17. Discuss the promotion mix for readvmade Garments.
(3x4 12 weightage)
Part D

18. Answer the compulsory question (6 weightage) case study

Salton, Inc., is now marketing the Foreman line as well as its other brands internationally. In
2001, in order to gain distribution in Europe, Salton acquired a firm based in the United Kingdom
and another located in France.

On the basis of his boxing career, George Foreman has a measure of name recognition around the
world, which will help the company build awareness and recognition for the Foreman grills and
other Foreman products. But effective marketing also requires that Salton convey to consumers
the brand's attributes - such as quality. convenience, state-of-the-art design, and value price. In
addition, as often occurs in international marketing, there may be cross-cultural issues to deal
with- for example, the views of a countrvs residents toward meat or toward different methods of
food preparation.

Even expanding the product line at home will prsent challenges for Salton and its star spokesperon
Entering the outdoor gas grill market with a George foreman grill placed the brand nd in the same
ring with such entrenched competitors as Weber and Sunbeam. That endeavor proved unsucessful,
and Salton accepted defeat.
Domestically or internationally, Salton is counting on Foreman still having a strong endorsement
punch. The company believes in the strength of the brand as well as the affection people feel for
the man who becamne a brand name. As explained by Salton's CEO, We saw what his name could
do for us".

1 What are some of the advantages and disadvantages of basing a brand on the name and
reputation of a celebrity ?
2 What else can Salton, Inc.. do to benefit from its well-established George Foreman
brand ?

(6 weightage)

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