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

1. (a) What do you mean by holistic marketing concept? Explain its significance with the help of (9) (b) Why is the analysis of marketing environment important for marketers? Discuss the impact of demographic and socio-cultural factors on marketing decisions, with suitable examples. (c) "Services marketing requires an extended marketing mix." Explain this statement and discuss the relevance of People, Process, and Physical Evidence in service marketing. (9) (d) "The selling concept takes an inside-out perspective, while the marketing concept takes an outside-in perspective." Discuss this statement and highlight their key differences with examples. 2. (a) Describe the different stages of the consumer buying decision process with reference to a consumer durable product, such as a washing machine. (9) (b) Define Positioning. Explain its importance and discuss the various positioning strategies adopted by marketers, with relevant examplés. (9) (C) What is meant by Consumer Buying Behaviour? How can a. marketer benefit from the study of post-purchase behaviour in designing effective marketing strategies? (9) (d) Define Market Segmentation. What are the requirements of effective segmentation, and what could be the possible bases for segmenting the shoe market? (9) 3. (a) What is a Product Mix? Discuss the dimensions of product mix (width, depth, length, and consistency). Explain how product mix decisions influence a company's marketing strategy. (9) (b) Define branding and explain its importance in modern marketing. (9) (c) Explain the concepts of Packaging and Labelling. Discuss their types and functions, and describe how effective packaging and labelling can act as a marketing tool. (9) (d) Explain the stages involved in the new product development (NPD) process. (9) 4. (a) "New product failure is more common than success." Comment on this statement and suggest measures to reduce the risk of product failure. (b) Discuss psychological pricing strategy. Illustrate its application with the help of examples. (9) (c) "Advertising and Personal Selling complement each other." Comment. Do you think personal selling still has relevance in today's era of digital marketing? (9) (d) Discuss the importance of distribution channels in marketing goods. What factors should a marketer consider while selecting a suitable distribution channel? (9) Write a short note on any three of the following: (a) Rural Marketing and its Challenges (b) Integrated Marketing Communication (IMC) (c) Digital Marketing (d) Social Marketing and its Importance (e) Levels of Product a bill te ld tel ye lay a-e ( Ingy Hak te faze (6) s - „e sin ye pi-yea buny enge e eel (1) (6) Maale bu t sabe te pe da e pee (6) bae lse ye Mabel sula (a)