LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
B.B.A. DEGREE EXAMINATION – BUSINESS ADMINISTRATION
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FOURTH SEMESTER – APRIL 2007
BU 4501 – MARKETING MANAGEMENT
Date & Time: 24/04/2007 / 9:00 – 12:00 Dept. No. Max. : 100 Marks
PART – A
Answer ALL the questions: (10 x 2 = 20 marks)
- Explain the term “Demarketing”.
- What is consumer market?
- What do you understand by consumer lifestyle?
- What is meant by complex buying behavior?
- Give a brief note on Individual Marketing.
- What is Product Position?
- Explain the concept of Product Mix.
- What is Dynamic Pricing?
- What is meant by Conventional Marketing System?
- Outline the meaning of Buzz Marketing?
PART – B
Answer any FIVE questions: (5 x 8 = 40 marks)
- List and discuss the contrasted concepts of Marketing and Selling.
- Analyse the four major factors that influence consumer behavior.
- Define Product. Also explain the levels of product and services.
- Discuss the various Brand development choices of a company. Also provide an
example of each.
- Identify and explain the internal factors affecting a firms pricing decision.
- What is a Channel conflict? Discuss the types of conflict with an example.
- Identify and analyze the major Channel management decision.
- List and discuss the different Buyer – readiness stages of effective communication.
PART – C
Answer any TWO questions: (2 x 20 = 40 marks)
- List and assess the Core Marketing Concepts with an effect to modern marketing.
- Identify and discuss the major pricing strategies of Product mix and Price adjustment.
- Define a Marketing Channel. Discuss the different types of channel of distribution.
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