REG No:

ST. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)
END SEMESTER EXAMINATION – MARCH/APRIL 2016
B. B.a. – II SEMESTER
M1 15 MC202: PRINCIPLES OF MARKETING
Duration: 3 Hours Max. Marks: 100
SECTION – A
I)	Answer ALL the questions. Each carries 2 marks. (10×2=20)
	1.	Define Marketing environment.
	2.	List the types of markets.
	3.	What are market segments?
	4.	List at least four factors influencing the buyer behviour.
	5.	What is Brand equity?
	6.	Mention the brand building tools.
	7.	List out the elements of promotion mix.
	8.	Bring out differences between direct marketing and personal selling. Give 2 examples.
	9.	What is Niche Marketing?
	10.	What are the benefits of e-marketing?
SECTION – B
II)	Answer any FOUR questions. Each carries 5 marks. (4×5=20)
	11.	Briefly explain the elements of marketing mix.
	12.	What are the various approaches to segmentation?
	13.	Differentiate the product strategy and price strategy.
	14.	Elucidate various sales promotion schemes.
	15.	List and analyze the various problems of electronic retailing.
	16.	Differentiate between B2B and B2C.
SECTION – C
III)	Answer any THREE questions. Each carries 15 marks. (3×15=45)
	17.	Analyse the needs and trends of micro and macro environment from marketing perspective.
	18.	Discuss the buyers’ buying decision process.
	19.	Discuss and analyze the various methods/strategies of pricing.
	20.	Explain in detail the various distribution strategies.
	21.	Analyse and interpret the recent trends in marketing.

SECTION – D
IV)	Case Study (1×15=15)
	22.	The Story of Chocolates Wafer chocolates have been never a success in India until Kit-Kat was Launched. Cadbury’s had launched Krisp in the seventies and the brand was even repositioned in eighties. Kit-Kat was launched at Rs.3 per 8.5 gram (Small version) with the “Have a break” campaign. The campaign introduced the brand as a friendly casual and humorous product. The brand also had a ‘finger-format’ which implied the chocolate could either be shared or stored. Perk of Cadbury was launched around the same time at Rs.7 for 35 gram bar. The product format was similar to that of 5-star (bar). The brand came with the “stomach worship” campaign. While Kit-Kat was targeted at adults, Perk seemed to be targeted at young people – as made out from commercials. Perk’s formulation is slightly different from that of Kit-Kat. It had a few ingredients other than just wages and was also positioned as a snack-food. Questions: Write your comment on segment chosen of these brands. Suggest segmentations and positioning strategies which could help out this brand on future.

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