10MBA16

USN
Sri Adichunchanagiri Shikshana Trust
SJB Institute of Technology
Kengeri, Bengaluru 560 060

Department of Management Studies

1 Semester MBA Degree 1st Internal Assessment Test October- 2010
st

MARKETING MANAGEMENT
Duration: 1 hour 30 Min

Max. Marks: 50

a. Answer any two full questions from the following 1 to 3,

b. Question no. 4 is compulsory case study
1. (a) Define Marketing.
(b) Differentiate the term Marketing from Sales?
(c) Explain the various orientations of Marketing.

(3)
(7)
(10)

2. (a) What is demand? What are the different states of demand?

(b) Explain the distinctive characteristics of services
(c) List the macro environment forces that affect the marketing systems of an
organization and explain each one of them briefly.

(3)
(7)

3. (a) What is Marketing research?

(b) Briefly analyze and evaluate the importance of marketing research?
(c) What are the characteristics of good Marketing research? Define the steps
involved in the marketing research process?

(3)
(7)

(10)

(10)

4. CASE STUDY
A FAST FOOD restaurant offers tasty but unhealthy food. These foods have fat content
& the restaurant promotes fried stuff. These are high in fat. The products are wrapped in
convenient packaging. In satisfying consumer wants, these restaurants may be hurting the
consumer health.
Companies see cause-related marketing as an opportunity to enhance their corporate
reputation, raise brand awareness, customer loyalty, build sales,& increase press coverage. They
believe that customers will increasingly look for signs of good corporate citizenship that go
beyond supplying rational & emotional benefits.
a. What is your opinion about using societal marketing concept in a fast food centre
like the one stated above?
b. Companies see cause-related Marketing as an opportunity to enhance their
Corporate image. Explain
*************************

(5)
(5)