FUNDAMENTALS OF MARKETING 2007 (REGULAR)
Time : 3 Hours Max. Marks:100
Instructions: Attempt Five questions In all. Question No.1 is compulsory.
1. Marketing of services is quite different from that of goods. Banks, hotel, hospital, airlines etc., have been concentrating on their personal services than any other marketing tool for success. Customer satisfaction depends upon behavior of sales person, quality & efficiency of service and after sale facilities. Although some of the characteristics of services like perishability & variability are improved to a great extent, marketing of services is still more challenging than marketing of goods.
Keeping in view the above situation, answer the following
(i) With the help of actual examples, distinguish marketing of services from that of goods.
(ii) Explain the promotional activities on which services organization heavily rely. Give examples from our market.
(iii) Marketing of our Government Bank and Government Education Institutions is not effective, Suggest some marketing strategies to these organizations to improve their performance.
2.(a) What is Direct & Indirect Channels? Give examples of each.
(b) Retailing business has been growing very rapidly in our market. Explain the innovating steps taken in relating business in our market & the new method of promotional efforts.
3.(a) How is Sales Promotion coordinated with Advertising? Give examples of at least 7 sales promotional techniques from the market. (08)
(b) Explain various steps involve In Personal Selling Plan.(10)
4(a) Briefly explain the various factors affecting Pricing. Give actual example with each factor. (09)
(b) Explain with real examples, the situations when skinning and Penetration Pricing are used.
5.(a) Explain the role of Product Life Cycle’ in the development of marketing strategy. (12)
(b) Give at least 3 examples of products present in each stage of PLC. (06)
6.(a) What is MIS? Explain flow of information in an effective MIS.
(b) Mention the marketing decisions, heavily relying on MIS. (8)
7. Write short notes on any TWO of the following: (18)
(i) Marketing Research Process
(ii) Consumer Demographics
(iii) Types of Retailers
(iv) Promotion Planning