Principles of Marketing — DU B.A.(Prog.) with Commerce (Entrepreneurship and Small Business) Previous Year Question Papers

Q1. (a) Discuss the impact of demographic environment and socio-cultural environment on (9) marketing decisions. (b) Differentiate between the marketing concept and the selling concept with suitable (9) (c) What is meant by marketing environment. And why is analysis of marketing environment (9) important for marketers? (d) "Services marketing requires an extended marketing mix". Elucidate this statement. (9) Q2. (a) What is market segmentation? Discuss the different bases of segmentation. (9) (b) What do you understand by consumer buying behaviour? Why is it important for marketers to study the behaviour of their customers? (9) (c) Define market targeting and explain the various factors affecting the selection of an appropriate targeting strategy. (9) (d) Explain the different stages through which a consumer goes through while buying a consumer durable product., say, a T.V. (9) (b) What is meant by labeling? Describe the different types of labeling and explain their advantages. (c) "Packing acts as a silent salesperson". Comment and explain the advantages of packaging (9) (d) What is product mix? Explain with the help of suitable examples, with, lengt and (9) consistency of product mix. 04. (a) Differentiate between penetration pricing and skimming pricing. Which of the pricing policy will you recommend for new product? Give reasons. (b) Explain the important factors influencing the selection of a distribution channel for consumer durable goods. (c) What are the various factors influencing pricing decisions of a business firm? (9) (d) Differentiate between intensive distribution, selective distribution and exclusive distribution. (9) Q5. (a) "Money spent on advertisement is not wasteful". Critically examine this statement.(9) (b) Explain the reasons for growing importance of Integrated Marketing Communication (IMC) in the promotion of a product. (9) (c) "Sales promotion acts as a bridge between advertising and personal selling". Comment. Briefly discuss the benefits and limitations of sales promotion. (9) (d) What is meant by promotion mix? Explain its significance in the marketing of goods and services. (9) (9) a) 3aataar fes aga (conseme darable goods) a fa face dee (distribation (9) (9) HRH ARI tt t İaed Marketing Communication - (9) (a) fat satie (Sales promotion. Pare ite cta faa (personal selling) *