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    MM 18-19

    Uploaded by

    Brijmohan
    This document appears to be an exam for a Marketing Management course, consisting of 4 questions worth a total of 60 marks. Question 1 has multiple choice and fill-in-the-blank questions worth 5 marks each on topics like core competencies, guarantees, buyer types, and branding. Question 2 asks to define marketing terms and answer direct questions worth 5 marks each. Question 3 requires explaining the business buying process and ways to extend a product line. Question 4 provides options to discuss Porter's value chain model, brand equity, or defending market share.

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    MM 18-19

    Uploaded by

    Brijmohan
    36 views2 pages
    This document appears to be an exam for a Marketing Management course, consisting of 4 questions worth a total of 60 marks. Question 1 has multiple choice and fill-in-the-blank questions worth 5 marks each on topics like core competencies, guarantees, buyer types, and branding. Question 2 asks to define marketing terms and answer direct questions worth 5 marks each. Question 3 requires explaining the business buying process and ways to extend a product line. Question 4 provides options to discuss Porter's value chain model, brand equity, or defending market share.

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    This document appears to be an exam for a Marketing Management course, consisting of 4 questions worth a total of 60 marks. Question 1 has multiple choice and fill-in-the-blank questions worth 5 marks each on topics like core competencies, guarantees, buyer types, and branding. Question 2 asks to define marketing terms and answer direct questions worth 5 marks each. Question 3 requires explaining the business buying process and ways to extend a product line. Question 4 provides options to discuss Porter's value chain model, brand equity, or defending market share.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    36 views2 pages

    MM 18-19

    Uploaded by

    Brijmohan
    This document appears to be an exam for a Marketing Management course, consisting of 4 questions worth a total of 60 marks. Question 1 has multiple choice and fill-in-the-blank questions worth 5 marks each on topics like core competencies, guarantees, buyer types, and branding. Question 2 asks to define marketing terms and answer direct questions worth 5 marks each. Question 3 requires explaining the business buying process and ways to extend a product line. Question 4 provides options to discuss Porter's value chain model, brand equity, or defending market share.

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    of 2

    Seat No:______________ Enrollment No:______________

    PARUL UNIVERSITY
    FACULTY OF MANAGEMENT
    MBA, Winter 2018 - 19 Examination
    Semester: 2 Date: 15/12/2018
    Subject Code: 06200156 Time: 10:30am to 1:00pm
    Subject Name: Marketing Management Total Marks: 60
    Instructions
    1. All questions are compulsory.
    2. Figures to the right indicate full marks.
    3. Make suitable assumptions wherever necessary.
    4. Start new question on new page.

    Q.1 Do as Directed.
    A). Multiple choice type questions/Fill in the blanks. (Each of 1 mark) (05)
    1.Which of the following is not a characteristic of core competency?
    a) It has application in a wide variety of c) It can be easily copied
    markets.
    b) It is a source of competitive advantage. d) It makes a significant contribution to the
    perceived customer benefits.
    2 “If you are not satisfied for any reason, return for replacement, exchange, or return.” This
    statement is an example of
    a) Specific Guarantee c) Unconditional guarantee
    b) Conditional Guarantee d) warranty
    3 ------------------- are the people in the organization who request that something be purchased.
    a) users c) buyers
    b) initiators d) Approvers
    4 In the VALS framework, Believers are
    a) Motivated by achievement and low on c) Motivated by self-expression and low on
    resources resources.
    b) Motivated by ideals and High on d) Motivated by ideals and low on resources
    resources
    5 Which of the following is a criterion for choosing a brand element?
    a) It must be Protectable c) It must be Memorable
    b) It must be Adaptable d) All the above.
    B). Define the following. (Each of 1 mark) (05)
    1. Goals.
    2. Positioning.
    3. Fashion
    4. Market-skimming pricing
    5. Direct Marketing
    C). Direct questions. (Each of 1 mark) (05)
    1. What is brand mantra?
    2. What are reference groups?
    3. What is value proposition?
    4. What is perception?
    5. What is straight extension in International Marketing?
    Q.2 Answer the following questions.
    A). Write a note on the distinctive characteristics of services. (07)
    B). Discuss in detail the Holistic Marketing approach. (08)
    Q.3 Answer the following questions.
    A). Explain the different stages in business buying process. (07)
    B). Explain with the help of an example the various ways in which a company can lengthen its (08)
    product line.

    Page 1 of 2
    Q.4 Attempt any two questions. (Each of 7.5 mark) (15)
    1.Take a business of your choice and explain how Michael Porter’s Value Chain process can be
    applied to it?
    2.Explain the Brandasset Valuator model of brand equity with the help of examples.

    3. Asian Paints is the market leader in the Indian Paint industry with a market share of more than
    50%. Explain the various strategies it can adopt to defend its market share.
    4. What is wholesaling? Give reasons why manufacturers not sell directly to retailers or final
    consumers?

    Page 2 of 2

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