MMPC–006 : MARKETING MANAGEMENT (December 2024 Question Paper)

 No. of Printed Pages : 5 MMPC–006

MASTER OF BUSINESS ADMINISTRATION (MBA)

Term-End Examination

December, 2024

MMPC–006 : MARKETING MANAGEMENT

Time : 3 Hours Maximum Marks : 100

Weightage : 70%

Note :

(i) Attempt any three questions from Section A.

(ii) Section B is compulsory.

(iii) All questions carry equal marks.

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Section—A

1.

(a) Explain your understanding of the terms needs and wants in the context of marketing. Discuss the Holistic Marketing Concept as proposed by Philip Kotler, and the premise on which the concept was developed.

(b) Define target market. Discuss the factors that you would consider in identifying a target market for a competitively priced denim brand for college-going students.

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2.

(a) Define brand and brand name with suitable examples. Explain packaging as a customer pull strategy. How does it influence consumer buying behaviour? Discuss with suitable examples from consumer products and consumer durables.

(b) Discuss the stages of the Product Life Cycle (PLC). Comment on how the concept of PLC can be used as a tool for market development.

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3.

(a) What, according to you, are the major objectives of sales promotion? Discuss the steps involved in planning a sales promotion programme.

(b) What is digital marketing? Discuss some of the widely used digital marketing strategies across firms and industries in India. Highlight the advantages of digital marketing.

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4.

Write short notes on any three of the following:

(a) 4A’s Framework in relation to the 4P’s of Marketing Mix

(b) Product Differentiation

(c) Measuring Communication Effectiveness

(d) Handling Objections in Selling

(e) The 4P’s of Green Marketing Mix

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Section—B

5.

Lifeline is a fast-growing premium kitchen appliances brand. It offers a wide range of appliances and is now poised to offer its products as corporate gifts for employees, especially during the festive season, as well as for other occasions and celebrations.

The company has adopted the tagline:

“Smart Gifts for Smart Kitchens”

clearly conveying its purpose and intent.

Looking at the huge potential, the company now wishes to consolidate the market as a long-term strategy, contributing substantially to its overall business.

(a) Suggest appropriate marketing mix elements with special emphasis on pricing, promotion, and distribution.

(b) What packaging decisions would you recommend? Justify your answer.

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