23 Mba Or Marketing Management

OR Code No:OR-23/MBA M.B.A. II-Semester Examinations, July-2007. MARKETING MANAGEMENT Time : 3 hours Max. Marks : 60 Answer any FIVE questions All questions carry equal marks --1.

“Marketing concept” is much more holistic compared to all other earlier approaches-Justify the statement and explain the criticism of marketing concept.

2.

“Transition from a monopolistic – sellers market “ to a competitive buyers market is not easy for the Indian marketers – How are they trying to cope up with these changes and challenges.

3.

Explain the differences in various states of demand and write a detailed note on demand forecasting.

4.

How does the ‘marketing mix’ elements vary for physical goods versus services? What additional elements should be considered for services marketing?

5.

What are the segmentation strategies that can be adopted? On what criteria entering into a specific segment is decided by a marketer?

6.

Write a critical note on new product development process and how the marketer attempts to reduce the risk of product failure.

7.

“For similar products, different marketers may choose different pricing strategies”. What are the reasons and justifications for this?

8.

Discuss in detail the alternative channels available for a consumer goods manufacturer. What criteria is used for channel selection. ^^^