Principles of Marketing — DU B.Com. (Hons.) Previous Year Question Papers

1. (a) What are the key differences between the Production, Product, Selling, Marketing, and Societal Marketing Concepts? How has the evolution of these philosophies influenced modern marketing practices? (9) (b) Define services marketing. How does it differ from product marketing? Also provide some examples. (9) (d) What is meant by the marketing environment? Describe the different forces that shape and impact the marketing environment. (9) 2. (a) What do you mean by market Segmentation? Suggest ways to segment the market for: (i) Organic Skin Care Product (11) Electric Two-Wheeler (9) (b) "Consumer behaviour is the study of how individuals, groups, or organizations select, buy, use, and dispose of ideas, goods, and services to satisfy their needs and wants." In the light of this statement, explain the primary factors that influence consumer buying behaviour? Briefly describe each factor. (9) (d) List and explain the stages in the new product development process. Which stage is the most critical and why? (9) 3. (a) Define Product Mix and explain its key dimensions - width, depth, length, and consistency. Discuss how strategic product mix decisions influence a company's overall marketing performance and competitive position. Support your answer with suitable industry examples. (b) Explain the role of packaging and labelling and Analyse how packaging influences consumer perception and marketing strategy in the packaged-foods sector. (9) (c) SmartHome Ltd. is launching a new Al-based home assistant device. Management is unsure whether to set a high initial price to recover development costs or a low price to attract customers. (6+6+6) 1. Explain the concepts of price skimming and penetration pricing. II. Evaluate which pricing strategy SmartHome should choose and why. III. Suggest how the chosen strategy will affect sales, competition, and brand image and its stages and evaluate how a company managing a declining product through marketing strategies? (9) (b) "Pricing is a crucial and powerful element of the marketing mix because it directly influences revenue, profitability, and customer perception" (c) Suppose, A firm is about to launch a solar-powered portable charger designed for outdoor enthusiasts and off-grid travellers. Propose and justify an effective promotional strategy (tool-mix) to highlight both the eco-friendly and high-tech aspects of the product. (9) (d) "Wholesalers play a strategic intermediary role in the distribution channel by bridging the gap between producers and retailers." In the light of this statement, explain the significance of wholesalers in the distribution network and discuss the various types of services provided by wholesalers to retailers. (9) 5. Write a short note on any three of the following: (a) Integrated Marketing Communication (IMC) (b) Selective and Exclusive Distribution (c) Social Marketing (d) Psychological Pricing (e) Publicity v/s Public Relations Ike ty fs pid gel (9) laaye lade fue (sile ep e-