JAIPUR NATIONAL UNIVERSITY, JAIPUR
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Roll No. : _________________________
SCHOOL OF DISTANCE EDUCATION & LEARNING
SEMESTER END EXAMINATION DECEMBER - 2012
Time : 3 Hours ]
[ Max.Marks : 70
The question paper is in two sections - A & B. Section-A is consists of 10 short answer type questions each of 5 marks (answer in 80 to 100 words). Students are required to attempt Six questions from section A. Section-B consists of 7 descriptive type questions each of 10 marks (answer limit 300 words). Students are required to attempt any four question from section B.
SECTION - A
Attempt any six questions (80-100 words) -
a. Discuss the concept of marketing. How is marketing
orientation relevant to business?
b. Define marketing mix? Discuss various components of
the marketing mix?
c. Discuss the significance of segmentation, targeting and
positioning in a company’s marketing strategy?
d. How do customer centric companies build concern for
their customers throughout the company?
e. Are internally driven businesses geared to meet
customer needs? Explain.
Explain the role of culture, social class and reference
groups in influencing the decision making process of a
monopoly position in the market for its product. Now it has a turnover of about Rs. 80 crores. Three year back, some
firms entered the market and offered cheap substitutes
which were of better quality. This year, Mr. Harish Jain is
worried because about 40% of the markets share has
already been taken away by the new firms and he is not
able to check this trend. Mr. Jain has been looking after
both production and marketing functions though finance is
being looked after by a finance manager having a
professional degree in charactered accountancy Mr. Jain
has recently lowered the price of his product to fight
competition, but even this has not helped. He has now
approached you for advice to stabilise his sales volume.
g. What is customer relationship management (CRM)?
How is it useful for a company? What mistakes do
companies make while implementing CRM?
h. What is the concept of quality in services?
Define personal selling and describe its importance in
Discuss the role of physical distribution in marketing.
SECTION - B
Note: Attempt any four questions (300 words)
Compare and contrast customer needs, wants and
demands. Describe the need versus the want for the
following products : Thumps Up, Lee Cooper Shoes and
What environmental factors have caused a worry to Mr. Jain?
How do changes in socio-cultural forces affect business?
Do some industries get affected more easily than others
due to changes in socio-cultural factors?
What are the characteristics of habitual problem solving by
consumers? What strategies should a marketer adopt for
such products where consumers exhibit habit forming
What is the orientation of Mr. Jain in selling his product?
Explain the stages of the consumer buyer decision process
and describe how you or your family went through this
process to make a recent purchase?
Several competing philosophies such as the Selling concept,
Production concept and Product concept exist. How are
these different from one another? How are these different
from the marketing concept?
Mr. Harish Jain, CEO of Energetic Enterprises, has
established the firm for the manufacture and marketing of
an innovative product. The firm earned a reputation of its
product within two years of its inception and enjoyed
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