LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

B.Com. DEGREE EXAMINATION – COMMERCE

QB 11

FIFTH SEMESTER – November 2008

CO 5503 – MARKETING MANAGEMENT

 

 

 

Date : 13-11-08                     Dept. No.                                        Max. : 100 Marks

Time : 1:00 – 4:00

SECTION – A

 

ANSWER ALL TEN QUESTIONS                                                                                   (10×2 = 20)

 

1. What is a Brand Name?
2. Define Advertising.
3. Who is an itinerant Retailer?
4. Write a short note on Penetration Pricing.
5. What is Relationship Marketing.
6. What is trade discount?
7. Explain the term -Marketing Mix.
8. What do you understand by Consumer Behavior
9. Identify the various types of Market Segmentation
10. What is a product mix?

 

                                                                                   SECTION – B                                                 

 

       ANSWER ANY FIVE QUESTIONS                                                                          (5×8=40)

 

1. Explain the advantages of Sales Promotion.
2. What are the functions of an effective Package Design?
3. Write a note on Marketing Ethics &Social responsible marketing.
4. Differentiate between penetration pricing and skimming the cream price strategy.
5. What are the objectives of pricing?
6. Define Marketing. Briefly outline the various functions of Marketing.
7. Outline the factors that influence Consumer Behavior.
8. Explain the characteristics, strategies and objectives of the different PLC stages.

 

SECTION C

 

     ANSWER ANY TWO QUESTIONS                                                                            (2×20 = 40)

 

1. Discuss the steps involved in New Product Development?
2. Outline the functions of Middlemen. Explain the factors to be considered in choice of a channel.
3. Explain the various criteria and bases of Segmenting a Market.

 

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