MBA/Even/MB203/2018-19 (Regular) Enrolment No.

University of Engineering & Management, Jaipur

(Established by Act of State Govt. & u/s 22 of UGC Act, Ministry of HRD, Govt. of India)

University Examination
MBA,1styear, 2nd Semester
Subject Code- MB 203 Total Marks-100
Subject- Marketing Management Time Duration -3hrs.
All the answers should be in brief and to the point.
Strike off all the blank pages of copy, after completing your work.
The students are advised not to write anything on the question paper other than Enrolment No.

Group-A
(Answer any fifteen questions) [15*1=15]

1. Choose the correct option:

a. Marketing myopia is known as
i) Defect of the human eye
ii) Short sighted view of marketing
iii) Launching a new product in the market
iv) All of the above
b. The focus of marketing concept is
i) Target market
ii) Customer needs
iii) Products
iv) All of these
c. Customer need identification was first discovered in which concept?
i) Selling
ii) Marketing
iii) Societal marketing
iv) Production
d. Physical distribution of 4P is related to
a) Convenience
b) Communication
c) Customer’s solution
d) Cost
e. Entry of laggards is in which stage of PLC?
a) First
b) Second
c) Third
d) Fourth
f. People is an element of the
a) Service mix
b) Marketing mix
c) Product mix
d) All of these
MBA/Even/MB203/2018-19 (Regular) Enrolment No.

g. SBU stands for

a) Simple business unit
b) Strategic business unity
c) Strategic business unit
d) Simple business unity
h. Which of the following is not the key macro environment force?
a) Economy
b) Technology
c) Politics
d) Climate
i. Which of the following is not a primary data collection tool?
a) Questionnaire
b) Interview
c) Observation
d) Journals
j. Psychographic segmentation refers to
a) Race
b) Religion
c) Country size
d) Life style
k. Which of the following is not a type of a customer?
a) Laggards
b) Early adopters
c) Innovators
d) Initiators
l. Focus group interview is a technique of collecting
a) Primary data
b) Secondary data
c) Tertiary data
d) All of these
m. HRD means
a) Human resource development
b) Human resource decision
c) Human resource deployment
d) All of these
n. The buying decision process starts with the recognition of a
a) Product
b) Need
c) Producer
d) Seller
o. Factor(s) which affect(s) consumer behavior is/are
a) Cultural factor
b) Social factor
c) Personal factor
d) All of these
 MBA/Even/MB203/2018-19 (Regular) Enrolment No.

p. New product development starts with

a) Idea generation
b) Concept development
c) Market testing
d) Product modification
q. One of the important characteristics of service is
a) Tangibility
b) Homogeneity
c) Non-perishability
d) Intangibility
r. Another name of multiproduct branding is
a) Dual branding
b) Mixed branding
c) Corporate branding
d) Co-branding
s. Advertising is a
a) A non-financial incentive
b) Personal presentation
c) Non-executive job
d) A promotional tool
t. Which of the following is not a form of direct marketing?
a) Kiosk marketing
b) Catalogue marketing
c) Public relations
d) Telemarketing

Group-B
(Answer any five questions) [5*5=25]

2. Explain the concept and significance of BCG matrix to a firm.

3. Explain briefly the prerequisites for preparing a questionnaire for market survey.
4. Briefly state the bases of market segmentation which any watch manufacturing company
will follow for its watches.
5. What are the essential steps of new product development? Briefly explain.
6. What do you understand by branding and packaging?
7. Discuss the different branding strategies.
8. Discuss the factors that affect the promotional mix of a firm.
9. Briefly explain the different advertising media.
10. Explain the importance of sales forecasting.

Group-C
(Answer any four questions) [4*15=60]

11. Explain the evolution of the concepts of marketing management.

12. State and explain the major components of a company’s marketing environment.
13. Give a model of consumer decision making process.
 MBA/Even/MB203/2018-19 (Regular) Enrolment No.

14. How is an advertisement different from sales promotion? Discuss the elements of the
promotional mix of a firm.
15.a) What is a product? Discuss the different levels of a product.
b) What is product differentiation? Give examples.
16.a) What is the purpose of packaging? What are its different types?
b) What are the different branding strategies?
17.Elaborately explain the steps involved in strategic marketing planning process.
18. Write Short Notes: (Answer any three):
a) Prerequisites for preparing a questionnaire for market survey.
b) Sources of secondary data.
c) Advanced SWOT analysis.
d) Porter’s generic value chain model.