Essay on Marketing Management

4264 Words Jun 3rd, 2015 18 Pages
Examination Paper of Marketing Management

IIBM Institute of Business Management
Examination Paper
Subject Code- B104


Marketing Management

Section A: Objective Type & Short Questions (30 marks)
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This section consists of multiple choices & short answer type questions. 
Answer all the questions. 
Part One carries I mark each & Part II carries 5 marks each.

Part One
Multiple Choices:
1. It is a concept where goods are produced without taking into consideration the choices or tastes of customers. a. Marketing mix
b. Production concept
c. Marketing concept
d. Relationship marketing
2. It involves individuals who buys products or services for personal use and not for manufacture or resale. a.
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None of the above
9. The advertising which is used to inform consumers about a new product or feature & to build primary demands is known as:
a. Advertising
b. Informative advertising
c. Persuasive advertising
d. Advertising strategy
10. An art that predicts the likelihood of economic activity on the basis of certain assumptions:
a. Compensation
b. Sales forecasting
c. Sales budgeting
d. Selling policy
Part Two:
1. Define Marketing Mix.
2. Discuss the concept of Benchmarking.
3. Write a short note on Target Marketing.
4. What do you understand by Pricing Strategy?


Section B: Caselets (40 marks)
IIBM Institute of Business Management

Examination Paper of Marketing Management

This section consists of Caselets. 
Answer all the questions. 
Each Caselet carries 20 marks. 
Detailed information should form the part of your answer (Word limit 150 to 200 words). 

Caselet 1
Ask the company top brass what „almost there‟ means. The answer: a premier Indian retail company that has come to be known as a specialty chain of apparel and accessories. With 52 product categories under one roof, Shoppers‟ Stop has a line-up of 350 brands. Set up and headed by former Corona employee, B.
S. Nagesh, Shoppers‟ Stop is India‟s answer to Selfridges and Printemps. As it proudly announces, „We don‟t sell, we help you buy.‟ Back in 1991, there was the question of what to retail.
Should it be a supermarket

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