Scribd Logo
Upload

Welcome to Scribd!

  • 1 views

    1.5. Marketing for Customer Value

    Uploaded by

    jishin01477

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    1.5. Marketing for Customer Value

    Uploaded by

    jishin01477
    1 views2 pages

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1 views2 pages

    1.5. Marketing for Customer Value

    Uploaded by

    jishin01477

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 2

    PG - 916

    I Semester M.B.A. Degree Examination, February 2017


    (CBCS)
    MANAGEMENT
    Paper - 1.5 : Marketing for Customer Value

    Time : 3 Hours Max. Marks :


    70

    SECTION — A

    Answer any five of the following questions. Each question carries five marks.
    (5x5=25)

    1. Define and explain the concept of marketing management.

    2. Explain the meaning of Michael Porter's value chain.

    3. Explain the terms brand personification and brand visualisation.

    4. What constitutes the marketing research process ?

    5. What is meant by a marketing plan ? What are its contents ?

    6. Explain with appropriate examples, the concepts of core competency


    and competitive advantage.

    7. What is packing ? Why is it necessary ?

    SECTION — B

    Answer any three questions from the following. Each question carries ten marks.
    (3x10
    =30)

    8. What is meant by market segmentation ? Explain the different ways in


    which the market may be segmented. Why is segmentation necessary ?
    9. Explain› with an illustration, the stages of the product life cycle and discuss
    the strategies employed by marketers at each stage of the product life cycle.
    You may use examples of your choice.
    P.T.O.
    PG -916

    10. Illustrate and explain the SERVQUAL model. Why is it useful for marketers ?

    11. Explain the following concepts :


    a) Role of marketing channels
    b) Market challenges strategies.

    SECTION — C

    This case study is compulsory. (1x15=15)

    12. You are a manufacturer of smart boards for classrooms. You intend to sell
    them in Bangalore city. You are required to :
    a) Make a market plan.
    b) Identify your market segment.
    c) Decide on the communication strategy through suitable advertisements.
    d) Decide on the media for communication.
    e) Explain your sales targets and your sales promotion techniques.

    You might also like