LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

B.B.A. DEGREE EXAMINATION – BUSINESS ADMINISTRATION

FOURTH SEMESTER – APRIL 2011

BU 4501 – MARKETING MANAGEMENT

 

 

 

Date : 07-04-2011              Dept. No.                                        Max. : 100 Marks

Time : 1:00 – 4:00

 

SECTION – A

 

Answer ALL Questions:                                                                                          10×2=20 marks

 

1. Distinguish between Marketing and Marketing Management.
2. What is a Consumer Market?
3. Define Market Segmentation.
4. Mention any two features of Branding.
5. What is Franchising?
6. What do you mean by Pricing Policy?
7. Distinguish between Advertising and Salesmanship.
8. What is “AIDA”?
9. Mention any two communication objectives.
10. Define Marketing Channel.

 

SECTION – B

 

Answer any FIVE Questions:                                                                                            5×8=40 marks

 

11. What are the elements of Marketing Mix?
12. Explain the Micro environmental forces of a firm.
13. Briefly describe the stages in the product life cycle.
14. Explain the factors contributing to the growing importance of packaging.
15. Discuss the importance of Customer Relationship Management.
16. What qualities should be possessed by a good advertising copy?
17. Explain the services rendered by retailers.
18. What are the pricing policies of a firm?

 

SECTION – C

 

Answer any TWO Questions:                                                                                2×20=40 marks

 

19. Explain the functions of Marketing Management.
20. What are the stages in New Product Development?
21. What are the factors to be considered for pricing the product?

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