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Marketing Management Exam Paper 2023-24

This document is an examination paper for MBA students at IMS Unison University, focusing on Marketing Management. It includes various sections with questions on marketing concepts, consumer behavior, product life cycle, marketing communication, and promotional strategies. Students are required to answer all questions from Parts I and II, and select two questions from Part III for detailed responses.

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70 views1 page

Marketing Management Exam Paper 2023-24

This document is an examination paper for MBA students at IMS Unison University, focusing on Marketing Management. It includes various sections with questions on marketing concepts, consumer behavior, product life cycle, marketing communication, and promotional strategies. Students are required to answer all questions from Parts I and II, and select two questions from Part III for detailed responses.

Uploaded by

moviedrive0610
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Roll No.

_______________
IMS Unison University
End Term Examination
Name of the Programme: MBA Semester & Session: II, 2023-24
Subject: Marketing Management Subject Code: MBA 111
Full Marks: 100 Time: 3 Hours
Instructions: 1. Answer all Questions from Part-I and Part-II & any two questions from Part –III. Marks
2. Don’t write anything on question paper except Roll No.
Q. No. Part-I (Very short answer type questions) 5x2=10
1.(a) Define Marketing Mix.
1.(b) What do you mean by Rapid Skimming?
1.(c) What is a vertical marketing system?
1.(d) What are the benefits of Online Marketing?
1.(e) What is Mass Marketing?

Part- II (Short answer type questions) 5X10=50


2. Explain the Consumer buying decision process in detail with the help of suitable
examples.
3. A beverage company is introducing a new energy drink targeted at young adults.
Analyze the product life cycle of energy drinks in the market and propose a
marketing strategy that leverages different stages of the product life cycle.
4. Describe the concept of marketing communication and its various tools.
5. A startup health food company is planning to enter a new market segment with
nutritious snacks and beverages targeting health-conscious consumers. Design an
appropriate marketing channel strategy for the company. How will the offline
retailers compete with the online retailers who offer low prices?
6. ‘Advertisement and sales promotion are inevitable in marketing’. Explain with the
help of suitable examples.

Part–III (Long answer type questions) Attempt any two questions 2X20=40
7. A fast-food chain is running a promotional campaign to increase sales during the
holiday season. Evaluate the effectiveness of different promotional elements,
including advertising, sales promotion, and online marketing, in driving customer
engagement and boosting sales for the restaurant chain. Provide recommendations
for optimizing the promotion mix to achieve the campaign objectives.

8. Describe the concept of new product development. Also discuss the new product
development process.

9. A multinational technology company is launching a new line of smartphones


targeting tech-savvy consumers. Discuss the importance of effective segmentation in
identifying distinct market segments based on consumer needs and preferences.
Analyze the company's market selection process and propose positioning strategies
that differentiate the smartphones from competitors in the crowded mobile device
market.

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