Principles Of Marketing

St. Joseph’s College of Commerce B.B.M. 2013 II Sem Principles Of Marketing Question Paper PDF Download

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  1. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)

End semester EXAMINATION – APRIL 2013

B.B.M.  – II semester

 PRINCIPLES OF MARKETING

TIME : 3 HRS                                                                                                    MARKS : 100

Section – A

 

  1. Answer ALL the following:                                                                        (10×2=20)

 

  1. Define ‘USP’ in your own terms with relevant examples.
  2. Give two examples of relationship marketing.
  3. Differentiate between industrial and consumer products.
  4. What do you mean by Vertical Marketing Systems?
  5. What is Brand Equity?
  6. Explain what you understand by the term ‘Consumerism’.
  7. What are the purposes of packaging?
  • What is penetration pricing?
  1. What is ‘contextual marketing’?
  2. State two advantages of blogs as a promotion tool.

 

Section – B

 

  1. Answer any four from the following:                           (4 X 5= 20)

 

  1. Explain Psychographic segmentation. What is the basis of this type of segmentation?
  2. Explain the different levels of products using a diagram.
  3. What is meant by product line? What are the major product line decisions?
  4. Discuss the role and importance of channels of distribution.
  5. What is ‘direct marketing’? Explain the importance of direct marketing in the current scenario.
  6. What are the steps involved in the consumer buying process?

 

Section – c

 

  • Answer any three of the following:                                                       (3X15=45)

 

  1. Explain the stages of the product life cycle using a diagram.
  2. Discuss the importance of promotion mix in marketing. Explain its components.
  3. Bring out the role and importance of advertising both from the marketer’s as well as the customer’s point of view.
  4. Design a ‘Marketing Mix’ for the following products: a) Portable MP3 player b) Branded wheat flour (Atta). Justify your answer. (Make Assumptions wherever necessary) T.O…..
  5. Discuss how market segmentation, target marketing and positioning are interrelated. Give examples.

 

Section – D

 

 

IV) Case Study – Compulsory question.                                                                      (1×15=15)

 

Some of the most dramatic consumer transformations in the recent past have occurred because of innovations in pricing. Consumers love relevant pricing innovation. Marketers who have leveraged consumer insights through new pricing ideas have often rewritten the future brands.

 

Consider the pricing of mobile telephone calls. As long as the price structure required the receiver to pay for incoming calls, the concerned industry witnessed a slow growth. But as soon as the pricing structure changed, with all costs to be paid by the originator and all incoming calls to be free, subscriber growth zoomed. This pricing innovation perhaps single-handedly liberated the telecom sector in India from its initial sluggishness. Consumers loved the new pricing because it gave them complete control of their telephone expenses.  Introduction of the “per second” pricing has been lapped up by millions of consumers. Again, consumers loved this idea because they perceive it will cause less waste, since they will only be charges for the exact duration that they speak.

 

We see many other simple but powerful pricing innovations that have sprung up in recent years. Most cinema multiplexes offer different pricing for weekends, mornings, noon shows and evening shows. Only five years ago, movie tickets were always sold at a fixed price for each class, whichever day or show you chose.

 

On the internet, online financial publications attract readers by offering several general reports and features free of charge.  But, if you wish to read more specialized articles, there is a “pay-per-view” charge. There are many products which can be bought through equated monthly installments (EMI). In many instances, the new pricing idea is a fundamental trigger for many first-time users to buy into the category. In many other cases, it helps new players disrupt an established market (like Docomo, Virgin mobile and MTS). Such innovation also helps established players make their business models more robust. It is noteworthy that on every occasion, a successful pricing innovation led to great business success.

 

One of the oldest examples of pricing innovations is more than a century old postage stamp. It created a simple and much-loved per-payment system for letters which is now taken for granted, but never existed earlier, and thus revolutionized the postal system worldwide.

 

  1. Questions
    1. Discuss the impact of varied pricing on consumers.
    2. Explain pricing innovation with examples from consumer durables.

 

St. Joseph’s College of Commerce B.B.M. 2014 II Sem Principles Of Marketing Question Paper PDF Download

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  1. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)

END SEMESTER EXAMINATION – APRIL 2014

BBM – II SEMESTER

PRINCIPLES OF MARKETING

Duration: 3 Hours                                                                                                 Max. Marks: 100

SECTION – A

  1. Answer ALL the following questions. Each carries 2 marks.                    (10 x2 = 20)

 

  1. Differentiate between advertising and sales promotion.
  2. Give two examples of Co-branding.
  3. Distinguish between length and depth of product mix.
  4. What do you mean by Horizontal Marketing Systems?
  5. What is Brand Equity?
  6. What is ‘kiosk marketing’?
  7. What are the functions of packaging?
  • What is ‘price skimming’?
  1. What are the steps involved in the consumer buying process?
  2. Explain the concept of ‘social media marketing’.

 

SECTION – B

  1. Answer any FOUR Each carries 5 marks.                                  (4 x 5 = 20)

 

  1. Explain PLC (Product Life Cycle) with the help of a diagram.
  2. Explain the different levels of products using a diagram.
  3. What are the major product line decisions?
  4. Explain briefly the functions and flows in a marketing channel.
  5. What are the advantages and disadvantages of franchising?
  6. Discuss three Brands that failed due to poor integration of the marketing mix elements.

 

SECTION – C

  • Answer any THREE Each carries 15 marks                                 (3x 15=45)

 

  1. Explain the process of ‘New product development’ in detail.
  2. Discuss the importance of promotion mix in marketing. Explain its components.
  3. What are the different methods of price determination?
  4. Company ABC has a dominant share in the Indian snack market and also owns many successful brands. The company has decided to enter the market of frozen foods, as this is quite successful in the West. You have been appointed as the marketing head of this company. Devise a marketing plan for the same.
  5. Discuss how market segmentation, target marketing and positioning are interrelated. Give examples.

SECTION – D

  1. Compulsory Question – Case study                                           (15 marks)

22.               Tupperware, Quantum and Direct Educational Technologies India

 

Direct selling companies have grown both in size and in number in India, with around 20 of them becoming members of the India Direct Selling Association (IDSA). The number of sales people increased to 16.73 lakhs. However, the companies faced the problem of people joining, but not engaging themselves actively, or even opting out of business. Of the 16.73 lakhs, only 8.75 are active sales people, i.e., people who buy or sell at least once in two months. The dropout rate is quite high for Tupperware, as for the rest of the industry.  A lot of people leave and then rejoin after some time. While the problem may be huge for some players, it is not so for all. Amway India has a dropout of 0.5 per cent and an active sales force of 4.5 lakhs people. People leave the profession in around one and a half years.

 

At present there are about 400 types of products with over 1,700 variants being sold by these companies. The latest to join the list is insurance.  While most companies sell cosmetics, personal hygiene and home care products and supplements, there are some that sell semi-precious jewellery (Quantum International Ltd), educational products and multimedia (Direct Educational Technologies India Pvt Ltd).  While most players work on the multi-level sales method, whereby their sales people can add on any number of people who in turn take on more, there are some players such as Tupperware who work on a single level sales method.  Tupperware works in single level, two-tier sales method. A person joins Tupperware as a Consultant and on doing a certain level of business, graduates to be a manager. Tupperware restricts the number of managers to 2,000-2,500 in the country.

 

The single level method may not reap large benefits for the sales person. In the multi-level method, there is no restriction on the number of people one can make to join. An infinite number of sales people can be added and thus, one keeps moving up the chain.

 

The kind of success these companies have seen in India is only the tip of the iceberg. Mexico, which has a similar socio-economic level and a tenth of India’s population, has a turnover of over Rs 15,000 crore. The potential for the direct selling Industry in India is huge. However,  for the sector to grow faster these companies have been seeking a specific legislation. The legislation would prevent fraudulent companies from conducting a business in the country and also help in channelizing growth.

 

Questions:

  1. Enumerate the success that Tupperware has enjoyed in India through direct marketing.
  2. Can e-mail and video devices be used as an aid in employing the techniques of Public Relations in Tupperware? Support your answer with justifications for your stand.
  3. Discuss the recent trends in promotional mix.

 

 

 

St. Joseph’s College of Commerce II Sem Principles Of Marketing Question Paper PDF Download

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  1. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)
END SEMESTER EXAMINATION – MARCH /APRIL 2015

BBM – II SEMESTER
M1 11 202 : PRINCIPLES OF MARKETING
Duration: 3 Hours                                                                                             Max. Marks: 100
SECTION – A
I) Answer ALL the questions.  Each carries 2 marks.                                        (10×2=20)
  1. What is Contextual Marketing?
  2. Briefly explain the concept of ‘Catalog Marketing’.
  3. What do you mean by Horizontal Marketing Systems?
  4. Distinguish between length and depth of product mix.
  5. Briefly explain the concept of ‘Positioning’ in Marketing.
  6. What is ‘Target marketing’?
  7. Distinguish between Sales concept and Marketing concept.
  8. Briefly explain Penetration Pricing?
  9. What are the steps involved in the consumer buying process?
  10. Explain the concept of ‘social media marketing’.
 

SECTION – B
II) Answer any FOUR questions.  Each carries 5 marks.                                      (4×5=20)
  11. With relevant examples differentiate between Advertisement and Sales Promotion. Which is more effective in producing results in the short run?
  12. Explain the different levels of products using a diagram.
  13. With a neat sketch briefly explain the Product Life Cycle.
  14. What valuable functions can brands perform for the firm?
  15. What are the advantages and disadvantages of franchising from franchisor’s point of view?
  16. Briefly explain the recent developments in Non – Store Based Retailing.
 

SECTION – C
III) Answer any THREE questions.  Each carries 15 marks.                                (3×15=45)                                                                                                
  17. Assume you are marketing a liquid cleaner that removes soot stains (due to burnt food) from gas stoves and chimneys. Briefly describe the roles you would assign to advertising, personal selling, sales promotion, and direct marketing in your personal campaign.
  18. With suitable examples, explain the process of ‘New product development’ in detail.
  19. As the President for P&G, you play a crucial role in the decision making process. P&G is planning to introduce a new ayurvedic shampoo.  What are the six steps that you would consider while setting the firm’s pricing policy for the new shampoo?

 
  20. Discuss how market segmentation, target marketing and positioning are interrelated. Give examples.

 
  21. What is your opinion about Tanishq selection of film actor Ashin as the brand Ambassador? If you were the Brand Manager of Tanishq whom would you choose as the brand ambassador and why? What are the advantages and disadvantages of celebrity endorsement?

 
 

SECTION – D
IV) Case Study                                                                                                              (1×15=15)                                                                                          
  22. A clear question exists between the pricing of products and services and their quality. While a common perception that was prevalent in the days gone by was that consumers went for the lowest price when they went shopping, the years have proved this assumption to be untrue. Marketing analysts today believe that customers will readily pay a higher amount – a premium on a product of service- provided they perceive a value in it or acknowledge that the company has provided something more,  something additional with it.

Take the instance of the healthcare industry, which has undergone a revolution over the past decades. From a situation where patients were dependent on a handful of government- run hospitals, today, the healthcare market is one marked by intense competition and immense choices.

Indian customers who can afford good healthcare will readily opt for the branded hospitals and clinics in the metros (Apollo Hospital, Wockhardt, Manipal Hospital, etc.), without much concern for the often astronomical bills at the end of their stay. Today, up-market hospitals countrywide that are focused on providing quality services- the best diagnostic facilities, reputed doctors and specialists, and top class surgical care- are sought after by discerning customers who are unlikely to ‘shop around’ or settle for something lighter on the wallet. These branded healthcare institutions are virtually run like five star hotels and charge premium prices that scarcely draw complaints. As long as quality healthcare, which is in tune with customer needs, is available, the price usually does not matter.

The hospitality and entertainment sector is also one where, if customer responsiveness is high, there will be takers, despite the high price tags. India’s five star hotels are continuing to draw customers from both the domestic as well as overseas markets, despite the fact that they charge premium pricing from their clients ranging from Rs. 10,000/- to 30,000/- per room per day. Special suites on special floors, well equipped business centers, regular rooms with wonderful views, are all part of the exclusive and personalized experience that customers would happily pay for.

Once organizations become benchmarks in quality leadership or responsiveness, they don’t need to get defensive about pricing. Of course, over-pricing is another matter. People have to actually sense a true value for their money to allow pricing to stay on the backburner.

If that sense of value is there- whether it lies in the brand name, the quality or the service- the sky is almost the limit as far as price tags go.

Nevertheless, organizations have to walk a tight rope and maintain a steady balance between pricing, quality and customer expectations. That is the only way they can bank on pricing and quality to enhance their customer responsiveness.

 

Questions:

  1. What are the primary needs and expectations of the customers?
  2. What ways can a sector uphold its product brand, quality and service?
  3. Suggest a title for this case study. Substantiate your title.

 

 

 

St. Joseph’s College of Commerce B.B.A. 2016 II Sem Principles Of Marketing Question Paper PDF Download

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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:

 

  1. Write your comment on segment chosen of these brands.
  2. Suggest segmentations and positioning strategies which could help out this brand on future.

 

 

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