Seat No.: ________ Enrolment No.

___________

GUJARAT TECHNOLOGICAL UNIVERSITY

MBA - SEMESTER– II EXAMINATION – WINTER 2019
Subject Code: 2820005 Date: 1-01-2020
Subject Name: Marketing Management
Time: 2.30 PM to 5.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.

Q: 1 (a) Answer the following multiple choice questions. 6

1 The concept of marketing mix was developed by:
A. N. H. Borden
B. Stanton
C. W. Anderson
D. None of the above
2 “Many people want BMW, only few are able to buy” this is an example
of……….
A. Demand
B. Need
C. Want
D. Status
3 While buying milk which kind of behaviour is displayed by a person?
A. Routinized buying behaviour
B. Problem solving behaviour
C. Variety seeking behaviour
D. None of the above
4 The extended Ps of service marketing mix is:
A. Physical evidence, people, process
B. People, product, place
C. Price, physical evidence, process
D. Goods, physical evidence, price
5 _____________ is also known as buzz marketing?
A. Word of mouth
B. Viral marketing
C. Guerilla marketing
D. Morph marketing
6 Which of the following is not a promotional mix?

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 A. Branding
B. Advertisement
C. Personal Selling
D. Sales promotion
Q: 1 (b) Define Following: 4
1. Marketing mix
2. Segmentation
3. Retailing
4. Experience marketing
Q: 1 (c) “Can a person be marketed” – Explain with proper examples. 4

Q: 2 (a) Explain role of 4Ps or marketing mix in retail industry. 7

(b) Explain value chain of insurance industry with proper justifications. 7
OR
(b) Explain holistic marketing concept with proper examples. 7

Q: 3 (a) Explain various cultural, social and personal factors which influence 7
consumer behaviour.
(b) Explain consumer buying behaviour process. 7
OR
(a) Explain various bases for segmenting consumer markets. 7
(b) Explain five force models with respect to online food ordering companies. 7

Q: 4 (a) “Public relations play a very little role in E commerce” – Do you agree or 7
disagree. Explain with proper examples.
(b) Explain new product development process with example. 7
OR
(a) Explain various stages of product life cycle with proper examples. 7
(b) Explain various sales promotion techniques used by various retail malls. 7

Q: 5 Indian mobile industry is one of the fastest growing industries in the world. Indians 14

are habituated to touch mobiles within a short span of a time. In the world India is
second largest market for mobile service providers and it is a good avenue for
network providers from indigenous and exogenous entrepreneurs. Not only Indian
network providers but also global providers occupied and earn significant market
share in the Indian mobile industry. Reliance Jio’s free tsunami and offers creates

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 lot of radical and unexpected changes in consumer’s behaviors and competitor’s
strategies.

The impact of this new entrant affects equilibrium in the mobile industry and
makes rivals vulnerable that they resort to mergers and acquisitions in Indian
mobile network providers. The major giants in the industry viz, Airtel and Idea
strategically responding in a similar way.
Questions:
a. “Do you agree with the Reliance Jio strategy of offering products &
services at lower price?” Justify your answer with proper
explanation.
b. Explain the 7Ps and various strategies adopted by Reliance Jio in
designing 7Ps.
OR
Q: 5 Snapchat had the first mover advantage in the ephemeral messaging and vertical 14

video space. The app exhibited the need of millennia’s to consume ethereal and
authentic content, taking into account their intense need not to miss out on the
happenings. The growing popularity of the app stemmed from the fact that the
shared content got deleted automatically, providing a good privacy option to users
while still allowing them to communicate in an entertaining and effective way.
Snapchat became one of the most popular social media sites in the world and
disrupted the core social media platforms of companies such as Facebook and
Instagram as well as various messaging applications and telecom companies. With
the app’s increasing popularity and the advantage of its coveted demographic,
Mark Zuckerberg, CEO of Face book, extended a US$3 billion buyout offer for
Snapchat in 2013, which Spiegel turned down. After its failure to buy Snapchat,
Facebook launched an app called Poke for sending ephemeral photos, videos, and
text and continued to copy some of the most popular features of the app such as
Snapchat Lens. Instagram also blatantly copied Snapchat Story and launched
Instagram Stories in August 2016.

Realizing the need to take drastic measures, Snap decided to redesign the app to
significantly re-disrupt the social media sphere and boost its sagging revenue.
More importantly, the company felt the necessity to address the complaints by new
users, specifically those from the older generation, who found the app difficult to
understand and hard to use. But to its dismay, Snapchat soon faced a backlash to
the redesign when its global roll-out began. When it first rolled out its redesigned
app in January 2018 to select group users in the UK, Australia, and Canada, it met
with immediate resistance. In these countries, 83% of App Store reviews (1,941)
for the update were negative with one or two stars . Despite continuing concerns
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and a growing backlash over the redesign, Spiegel stuck to his guns about the
changes in the app. “The redesign lays the foundation for the future of both our
communication products and our media platform, and we look forward to doubling
down on both,” he said. Earlier, Spiegel acknowledged that it would take time for
people to get used to the changes from the redesign.

Amid adverse reactions from long-time Snapchat users to the app redesign and the
mounting doubts of analysts over the company’s future, Snap reconsidered going
back to the old design. Spiegel announced that Snap would tweak its redesign amid
“some disruption” in the Snapchat community. Snap had trouble sustaining
momentum after the app was redesigned. It was facing a slew of challenges – the
slowest-ever growth rate, declining revenue per user, and expanding losses. It had
to fight multiple battles to bring back its mojo and restore investor confidence,
analysts said. Snap’s shares were down 54% since the IPO and nearly 25% in
2018. Snap issued its first-ever revenue guidance for the Q3 2018.

a. Explain how the disruptive marketing strategy of companies

appeals to both consumers and brands.
b. Explain the problems faced by social media companies in
marketing their products.

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