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

 No. of Printed Pages : 4 MMPC–006

MASTER OF BUSINESS ADMINISTRATION (MBA)

Term-End Examination

June, 2024

MMPC–006 : MARKETING MANAGEMENT

Time : 3 Hours Maximum Marks : 100

Weightage : 70%

Note : Answer any three questions from Section A. Section B is compulsory. All questions carry equal marks.

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Section—A

1.

(a) Distinguish market from marketing. Briefly discuss the various marketing philosophies that have evolved over a period of time.

(b) What is STP Strategy? Discuss the approaches that a smartphone marketer may use in the evaluation and selection process of market segments.

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2.

(a) Define the term product and discuss the various classifications of products. Support your answer with suitable examples.

(b) How do the Product Life Cycle (PLC) and product positioning affect pricing decisions with reference to a recently launched electric bike?

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3.

(a) Distinguish Marketing Communication and Integrated Marketing Communication (IMC). Explain the various IMC tools that help an FMCG brand marketer in selling products.

(b) Why is pricing of services a challenging task for marketers? Discuss with a suitable example of your choice. Comment on the pricing methods that may be used for pricing service offerings.

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4.

Write short notes on any three of the following:

(a) Levels of Consumer Decisions

(b) Brand Name Selection Process

(c) Types of Advertising

(d) Types of Selling Jobs

(e) Traditional Marketing vs. Digital Marketing

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Section—B

5.

The Millet Market Research Report offers an indispensable roadmap to the expanding industry landscape. With its high protein content, millets are increasingly favoured by health-conscious consumers, particularly among vegetarian and vegan populations. This shift in dietary preferences has led to rapid growth in demand for millet-based products, a trend expected to positively drive the millet market.

Taking a cue from this opportunity, a group of four young Agri-Business Management graduates, each having 4–6 years of post-qualification work experience, have joined together to start a new business for the marketing of millets. Although each member has a distinct personality and outlook, they share a strong entrepreneurial spirit, which motivated them to collaborate and establish the enterprise.

Questions:

(a) What aspects of the marketing environment should the new firm consider, and why? Furnish all the relevant details applicable to the new business.

(b) Identify suitable target markets for the business and suggest a feasible positioning strategy.

(c) Suggest a suitable brand name and explain the packaging decisions/options you would recommend, along with justification.

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MMPC–006