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[This ques tion p aper contains 8 printed pages.]
You r Roll No,. , ...... ..... .
Sr. No. of Question Paper : 14 0 5 G
Unique Pape r Code 2412082303
Nam e of the Pape r Principles of Marketing
Nam e of the Course B.Com. (H) ·uGC F
Sem este r III
Dura tion : 3 Hours Maximum Marks : 90
r Inst ruct ions for Can dida tes
1. Write your Roll No. on the top immediately on rece ipt
of this question paper.
2. Ans wers may be written either in English or Hind i;
but the same medium should be used throughout the
pape r.
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1405 2
l. (a) Explain the concept of. Holistic Marketing with
example. How is it different from the Marketing
Concept?
(5+5)
(b) Discuss the implica tions of current changing
scenarios in technological and political environment
on the marketing decisions of a business with
examples. (4+4)
OR
(a) What do you mean by marketing mix? 'Traditional
marketing mix framework is applicable to both
tangible and intangible products.' Do you agree?
Substantiate it with examples. (3+3+3)
(b) Discuss and analyse the marketing environment
of a company which is planning to launch a new
mid-segment electric ~ar in India. (9)
2. (a) Explain the consumer buying decision process for
a product, like 'smart phone' . Do these stages
differ if the product to purchase is a 'pen'? Why?
(6+3)
1405
3
(b) 'Though ·· . ·
positioning is done to the product but 18
targeted at the prospective consumer mind.'
Discuss the statement in the Ii ght of the concept
of product positioning. How is it different then
market targeting? Explain the various targeting
strategies with examples. (3+ 3+3)
OR
(a) Define consumer behaviour. Why is it important
for a marketer to study consumer behaviour?
Discuss the psychological factors influencing
consumer behaviour with examples. (3+3+3)
(b) What are different bases of segmentation of
consumer market? Suggest the suitable bases for
segmentation of market for the following products:
(i) Millet-based snack
(ii) Wireless ear-phone (5+2+2)
3. (a) What is product mix? Explain the concept of length,
depth, width and consistency of product mix using
an example of a multi-product company.
(2+4)
(b) Discuss the various stages of the new product
development process. Why does a new product
fail in the market? (l 0+2)
P .T.O .
1405 4
OR
(a) Define the concept of a product. Classify and
differentiate consumer products based on durability
and shopping efforts. Give examples. (2+6)
(b) Explain the concept of a Product Life Cycle (PLC)
with the help of a diagram? What are the various
strategies used by marketers to prolong the growth
and maturity stage of PLC? (4+3+3)
4. ( a) Differentiate between penetration pricing and
skimming pricing ~trategy. Discuss the suitability
of these pricing strategies for the following
products :
(i) Heal th drink
(ii) Electric car (4+2+2)
(b) 'Sal es promotion act as a bridge between
advertising and personal selling.' Discuss this
statement in the light of the growing importance
of Integrated Marketing Communication (IMC).
(5+5)
OR
(a) Discuss the importance of channels of distribution
in the marketing of goods. Explain the various
types of agent and merchant middlemen? (6+6)
1405
5
(b) Differenti t b
. a e etween push and pull strategy.
Which st t .
ra egy ts suitable for which type of
products? n· . ·
· tscuss with example. (6)
5. Write a short note on any three : (6+6+6)
(a) Rural Marketing
(b) Digital Marketing
(c) Marketing logistic decision
(d) Cost-based vs . Value-based Pricing Method
(e) Sustainability Marketing
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