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APJ ABDUL KALAM TECHNOLOGICAL UNIVERSITY
SECOND TRIMESTER MBA DEGREE EXAMINATION JANUARY 2017

MBA 23: NLARKETING MANAGEMENT 1

Max. Marks: 60 Duration: 3 Hours

11.

Part A
Answer all questions. Each question carries 2 marks
"Is selling a pan of marketing". Comment.
What distinct pattems of consumer behaviour one can see in adoption of a new product?
Is un-segmented marketing not possible at all?
Differentiation and positioning are related. Explain your view on this statement.
Compare and contrast between skimming and penetration pricing.

(5x2 marks — 10 marks)

Answer any 3 questions. Each question carries 10 marks

"Consumers buy brand, not products”. In the light of above statement, discuss the

importance of branding and the tasks involved in developing and managing brands.

Lekha, the management trainee of ABC Ltd, is assigned to introduce a new product
"Erasable ink" into the market. This product aims to make maximum profit in the short run
and to be the market leader in the long run. NatTate the steps that Lekha has to be followed
in order to attain the objective.

Lux, creamy lather soap is produced by Hindustan Unilever launched in 1925. It is the
market leader in the creamy lather segment. ITC, enjoying brand equity in various
segments launched "സലി, a creamy lather soap. It is eating into the Lux market. Define

the product life cycle of both Lux and Vivel.

"Marketing environment plays a yeat role in the success of marketing". Justify this

statement with respect to the factors constituting the marketing environment.

. Explain the buying motives of consumers. What are the factors influencing consumer

buying decisions?
(3x10 marks = 30 marks)
Part C

Compulsory question, the question carries 20 marks

Watches are a category which has stiff competition in the present day context. Titan, the

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