End Semester Examination, May 2022 BBA (G) IB – Second Semester MARKETING PRINCIPLES (2.103)
Time: 3 hrs.
Max. Marks: 100
No. of pages: 2
Note: Attempt FIVE questions in all, Q.1 is compulsory. Attempt any TWO questions
from PART-A and TWO questions from PART-B. All questions carry equal marks.
Q.1
Write short notes on the following: a) Mass marketing versus niche marketing. b) Marketing research. c) Marketing vs. Selling. d) Product focus versus need focus. e) Business markets versus consumer markets. f) Product levels. g) Vertical versus horizontal integration. h) Marketing size versus market potential. i) New product development. j) Brand equity.
PART-A
[CO1,3][L-2] 2×10
Q.2
What variables would you consider for segmentation of the following products? State your assumptions. a) Laptops. b) Fruit juices. c) Residential apartments. d) Anti-ageing creams. [CO- 2, 3][L-3,4] 5×4
Q.3
a) ―The aim of marketing is to make selling superfluous.‖ Do you agree with the statement? How is selling different from marketing when you are selling health products? Illustrate with examples. [CO-3,4][L-4,5] 10 b) The intrusive nature of telemarketing, as well as reports of scams and fraud perpetrated over the telephone, has spurred a growing backlash against this direct marketing practice. How can the situation be reversed? Suggest the best practices for telemarketing success when you are calling prospective students for ―BBA Global International Business‖ for admission at your university. [CO-2,3][L-2,5] 10
Q.4
a) ―Go rural‖ is the slogan. Why are companies focusing on rural market and developing effective strategies to tap its market potential? [CO-1,3][L-3,5] 10 b) Pfizer is contemplating to launch vaccines for coronavirus in the Indian market. Before entering the Indian market, what are the necessary questions the company should include in their market research study? [CO-2,4][L-2,4] 10
PART-B
Q.5
a) Distribution channels help in the ‗place‘ aspect of the marketing mix. Illustrate