F 03000ME368052005 Pages: 1

Reg No.: Name:
APJ ABDUL KALAM TECHNOLOGICAL UNIVERSITY
Sixth Semester B.Tech Degree Regular and Supplementary Examination July 2021

Course Code: ME368
Course Name: MARKETING MANAGEMENT

Max. Marks: 100 Duration: 3 Hours
PARTA
Answer any three full questions, each carries 10 marks. Marks
1 a) Explain a model of a marketing process. (3)
b) Distinguish between selling concept and marketing concept. (4)
c) What you understand by the term value engineering. (3)
2 Explain the holistic marketing concept. (10)
Explain Boston consulting group’s growth share matrix. (10)
4 8) Explain different processes involved in developing a new product. (7)
b) What are the different types of strategic planning in marketing system? (3)
PART 13
Answer any three full questions, each carries 10 marks.
How the market segmentation will influence the consumer behaviour. (10)
6 a) What are the criteria for the successful product positioning? (6)
b) How will you develop the marketing research process? (4)
7 Explain the different factors influencing consumer behaviour. (10)
8 Explain the marketing strategies for different stages of product life cycle. (10)
PART C
Answer any four full questions, each carries 10 marks.
9 Explain in detail market communication mix. (10)

10 a) Explain the following

a. AIDA model (5)
b.Michael Ray model (5)

11 a) How do you identify the target audience? (4)
b) Explain the objectives of sales promotion. (6)

12 a) Explain the new trends in marketing. (7)
b) What you understand by the term moral appeal. (3)

13 Illustrate integrated marketing communication system. (10)
14 a) Explain different sales promotion tools. (7)
b) What is the importance of branding in an organization? (3)

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