LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
M.A. DEGREE EXAMINATION – ECONOMICS
SECOND SEMESTER – NOVEMBER 2012
EC 2951 – PRINCIPLES OF MARKETING MANAGEMENT
Date : 08/11/2012 Dept. No. Max. : 100 Marks
Time : 1:00 – 4:00
PART – A
Answer any FIVE questions in about 75 words each: (4 x 5=20)
- Define Marketing.
- Write a short note on Case Related Marketing.
- What do you mean by a) Concentrated Marketing strategy b) Captive Product Pricing?
- Write a brief note on Ethical values in Marketing.
- Point out the various levels of channel members for consumer and business markets.
- Define ‘Global Marketing’.
- State the various types of market planning.
PART – B
Answer any FOUR questions in about 250 words each: (4 x 10= 40)
- Explain the various concepts of Marketing.
- Highlight the functions of packaging.
- Identify and justify the media you would recommend for the promotion of
- a) organic foods
- b) organ donation program
- Write short notes on the following
- Market control b)Standardization c) Consumer rights
- Explain in brief the various forms of Publicity.
- Discuss the pros and cons of MNC’s in Developing countries like India
- Discuss the Core, Actual and Augmented product for your favourite brand of shampoo.
PART – C
Answer any TWO questions in about 900 words each: (2 x 20= 40)
- Discuss the role of Marketing Research in marketing. Also enumerate the techniques used in Marketing Research.
- Explain the different approaches used to identify and measure the differences between market segments. Illustrate with examples.
- Describe in brief the various pricing adjustment strategies used by marketers.
- What do you understand by marketing mix? What are the main elements of Marketing-Mix? Discuss the factors affecting the Marketing Mix.
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