LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

B.B.A. DEGREE EXAMINATION – BUSINESS ADMINISTRATION

FOURTH SEMESTER – APRIL 2012

BU 4501 – MARKETING MANAGEMENT

 

 

 

Date : 21-04-2012              Dept. No.                                        Max. : 100 Marks

Time : 1:00 – 4:00

 

PART – A

Answer ALL Questions:                                                                                 (10 x 2 = 20 marks)

 

1. What is a Product – Mix.
2. State any two pricing objectives.
3. Define ‘Marketing’.
4. Give any two advantages of Branding.
5. Who is a Wholesaler?
6. What is a Business Market?
7. Who is a Consumer?
8. What is Product Line?
9. Describe ROI pricing.
10. State the contents on the label of a Consumer Durable Product.

 

PART – B

Answer any FIVE Questions:                                                                     (5 x 8 = 40 marks)

 

11. Differentiate between Market and Marketing. Describe any three types of Markets.
12. Explain briefly the elements of a Marketing Mix.
13. Describe the important steps in the new Product Development Process.
14. Give the importance of pricing a product correctly. Also state the factors influencing pricing.
15. What are the major types of brands? State the advantages of branding.
16. Briefly describe the stages in the ‘Product Life Cycle’.
17. Define ‘Product Mix’. What are the advantages of altering a product mix?
18. What do you mean by ‘Channels of Distribution’? Describe any two important channels of distribution.

       PART – C

Answer any TWO Questions:                                                                              (2 x 20 = 40 marks)

 

19. What is ‘Market Segmentation’? State the criteria for segmentation and the advantages of segmenting a market.
20. Explain the importance of effective Customer Relationship Management.
21. Define ‘Promotion’. Describe the role of communication in Promotion.

 

 

 

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