Mba Examination Paper of Marketing Management

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Examination Paper of Marketing Management

IIBM Institute of Business Management 1

IIBM Institute of Business Management
Subject Code-B-104 Examination Paper MM.100
Marketing Management
Section A: Objective Type (30 marks)
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 This section consists of Multiple Choices & Short Notes type Questions. -------------------------------------------------
 Answer all the Questions.
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 Part one carries 1 mark each & Part Two carries 4 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. Environment analysis
b. Macro environment
c. Micro environment
d. Consumer 

3. It is the groups of people who interact formally or informally influencing each other’s attitudes& behavior. a. Consumer behavior
b. Culture
c. Reference groups 
d. Primary groups

4. The concept of the product that passes through various changes in its total life known as: a. Product life cycle 
b. Line stretching
c. Consumer adoption
d. Product

5. It refers to unique set of brand associations that brand strategist aspires to create or maintain: a. Branding
b. Packaging
c. Brand identity 
d. Brand image

Examination Paper of Marketing Management
IIBM Institute of Business Management 2

6. It involves a pricing strategy that charges customers different prices for the same product or service. a. Promotional pricing
b. Price discrimination 
c. Non price competition
d. None of the above

7. It refers to an arrangement where another company through its own marketing channel sells the products of one producers. a. End customer
b. Wholesaler 
c. Retailing
d. Strategic channel alliance

8. It involves facility consisting of the means & equipments necessary for the movement of passengers of goods. a. Logistics
b. Warehousing
c. Transportation 
d. 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. Write a note on importance of consumer behavior for a business firm. Ans:- Consumer is the most important person. The business revolves around the consumer... So, while operating as a firm, it is essential for the firm to gain the good understanding of it's target market. The more the Consumer Behaviour is learnt the more the needs and wants of the Customers are fulfilled. The Study of consumer behaviour helps us; 

• To design the optimal product or service for customers.  • To determine where the product or Service should be available that would easy for the customers to buy.  • To determine what price will the customers give up purchasing product or service? • To determine which method of Promotion would be most effective for getting the customers to buy a product. • It helps in changing the behavior of the consumers.

• To improve performance of the organization.
• To achieve the organizational objectives

2. Define the term ‘Price’.
Ans:- Price represents the value that is exchanged in a marketing transaction. A marketer usually sells a specific combination of need-saftisfying product or service, and additional services liks warranty or guarantee Price is often the only marketing mix element that can be changed quickly to responed to changed in...
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