Roll No. : …………………………………….

MEERUT INSTITUTE OF ENGINEERING AND TECHNOLOGY

NH-58, Delhi-Roorkee Highway, Baghpat Road, Meerut – 250 005 U.P.
Sessional Examination / Class Test – I / II : Odd Semester 2023-24

Course/Branch : MBA Semester : III

Subject Name : Marketing Analytics Max. Marks : 60
Subject Code : KMBNMK02 Time : 120 min

CO-1: Students will develop the skill in marketing analytics

CO-2 : Students will be acquainted with better understanding of real life marketing data and its
analysis
Section – A (CO - 1 ) # Attempt both the questions # 30 Marks
Q.1: Attempt any SIX questions (Short Answer Type). Each question is of two marks. (2 x 6 =
12 Marks)
a) Explain Marketing analytics.
b) Describe marketing data.
c) Explain Market data sources.
d) Explain Top-down approach.
e) List four disadvantages of Secondary Data.
f) Discuss the components of “Bargaining Power of Buyer”.
g) Explain the difference between Porter five forces and SWOT Analysis.
Q.2: Attempt any THREE questions (Medium Answer Type). Each question is of 6 marks. (3 x 6 =
18 Marks)

a) Explain the characteristics of marketing analytics.

b) Differentiate between Primary and Secondary data with examples.
c) Explain the bottom-up approach with its process.
d) Illustrate the importance of Primary data for effective Marketing research.
e) PESTLE Analysis can help an organization review the macro environmental risks that could affect its
Decisions. Discuss with an example. (High Order Thinking / Creativity)

Section – B (CO - 2 ) # Attempt both the questions # 30 Marks

Q.3: Attempt any SIX questions (Short Answer Type). Each question is of two marks. (2 x 6 =
12 Marks

a) Explain ‘Unitary Elastic’ demand with example.

b) List the information used in price optimization.
c) Define Incorporation.
d) Explain Price Policy.
e) Define complementary products with Real World examples.
f) Enumerate the objectives of Price policy as mentioned by “Philip Kotler”.
g) Mention the 4 importance of Price policy.
Q.4 : Attempt any THREE questions (Medium Answer Type). Each question is of 6 marks. (3 x 6 =
18 Marks)

a) Explain the factors affecting Price Elasticity of Demand.

b) Explain ‘Price Elasticity’ with examples.
c) Explain Linear and Power Demand curves.
d) Describe Principles of Price Policy.
e) ‘Many companies fail at Pricing’. Discuss the main reasons. (High Order Thinking / Creativity)