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USN 18MBA15

First A Degree Exa m in ation;.'.'".t

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ec. 2OI9 / Jan "2020
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Marketing ManaS,,,8ffibnt :::ll:i

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Time: 3 hrs. Max. Marks:100
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Note: 1. Answer any Four qutistidns from QJYo. 116,", . .

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2. Questi,on No. I is boinnpulsory. . ., rnr,i
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I a: What is Marketing Myopia? (03 Marks)
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b. Highlight the process of Perso,ffit Si#ing. ' *i+F (07 Marks)
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c. Explain the basis for segmentaffi bf Market for FMCG. ";'',"": (10 Marks)
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Etn a. What is Buying Motive?.. : 'rrr" .
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b. Discuss the different,,fMp_eS'bf advertising budget. '. (07 Marks)
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c. What is PLC? Explffihe marketirrg strategiCs""'adopted during introduction and decline

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a. What is STp? ,i ::
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c. State ar;g!.fft*.lfse the external uncontrollable cornponents of Marketing Environment.
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4a. What is Product Line? (03 Marks)

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b. E*plain the buyer decision: making po\\'er. (07 Marks)

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)cg c. What are the major .,,l,Stbps in developio$ ',..:,A,11,,,, "'effective Markpting Communication
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; 5a. What is a Channel Conflict? (03 Marks)
oe b. Discuss the common errors in positioning of product. (07 Marks)
()i c. Explain the st,a$esl''in the new product developntent process. (10 Marks)
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rn ,E a" What is AID'A? (03 Marks)
b. Exp1ui6,'ithe five levels of a prodr"rct (07 Marks)
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>r!\r c. Highl,,i$ht"the internal and,,,,ukterhal factors inflr"rencing pricittg. (10 Marks)
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o..,,,,,,,,,,,,.-IVh''bt is MKIS ? (03 Marks)
+(J ."..''...:,,:r:,,rDiscuss
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n the various ,eoncdpts of marketihg,, ''.'''

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Highlight the blac,k bo* model of Consumer Behaviour. (10 Marks)
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CASE STuDY-:(ffiulsory),
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Healthy ft*o&s is a regional lpanufactures of milk based health drinks. The Company was
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Mr. Rakesh, the newrsaiketing Manager found that "Healthy Foods" had not executed its
marketing programs in syffihatic way. He felt it was necessary to identify the right segments.
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Questions
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a. What is the ffi:s*ibie segmentation approacl-r that Mr. Rakesh can adopt and why? (10 Marks)
b. Select one spgment and develop the marketing mix for this segment. (10 Marks)

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