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Universities Exam Papers - Annamalai University, Annamalai Nagar

 

M.B.A. DEGREE EXAMINATION, JUNE 2010 Second Semester

BA9223 — MARKETING MANAGEMENT
(Regulation 2009)

Time : Three hours Maximum : 100 Marks
Answer ALL Questions
PART A — (10 × 2 = 20 Marks)

1. Define marketing.
2. What are the factors affecting marketing environment (both micro and macro)?
3. Mention the factors involved in Michael E Porter model for competitive
analysis.
4. Suggest any four strategies for services marketing.
5. Mention the pricing strategies for the introduction stage of PLC.
6. State the decisions involved in the channel management.
7. What are the different types of buying behavior?
8. State the bases of Customer Relationship Management.
9. Highlight some of the online marketing trends.
10. What are practical applications of Marketing Research?

PART B — (5 × 16 = 80 Marks)

11. (a) Choose a company of your choice and explain how internal environmental
factors affecting its marketing operations. [Marks 16]
Or
(b) Critically analyze the importance of marketing department relationships
with other functional departments in the organization. [Marks 16]

12. (a) Choose a company of your choice and do the competitive analysis for
developing competitive strategies. [Marks 16]
Or
(b) Differentiate services marketing from product marketing. Suggest
additional marketing mix for services marketing. [Marks 16]

13. (a) Explain the new product development process with suitable examples. [Marks 16]
Or
(b) Describe the strategies suitable for Growth and maturity stage of PLC. [Marks 16]

14. (a) Discuss the factors affecting the consumer buying behavior in Indian
context. [Marks 16]
Or
(b) Explain CRM with suitable examples. Why is it important in modern day
business context? Discuss. [Marks 16]

15. (a) What are the key strategic issues faced by traditional "bricks-andmortar"
retailer such as Wal-Mart, Big Bazaar and Reliance fresh when
they go online to sell products? Discuss in detail. [Marks 16]
Or
(b) Explain Marketing research process in detail with suitable examples. [Marks 16]

 

 
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