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B.Com (IV Semester) Examination
COMMERCE
Paper : BCM–401 (New Course)
( Marketing Management )
Full Marks : 80
Pass Marks : 35%
Time : Three Hours
1. Answer any five from the following questions : 2×5=10
(a) Define pricing.
(b) What do you mean by-product positioning?
(c) Define target market.
(d) Write on the Shopping goods vs. Specialty goods.
(e) What is promotion mix?
(f) What is demographic environment of marketing?
(g) Define new product.
2. Answer any four from the following questions : 5×4=20
(a) Describe the bases for market segmentation.
(b) “The market place isn’t what it used to be.” Discuss the various changes taking place in the marketing environment.
(c) Discuss the functions of the channels of distribution.
(d) Discuss the factors influencing pricing.
(e) What are the main stages in developing new products?
(f) Define advertising and distinguish it from sales promotion.
(g) Explain the marketing strategies undertaken in maturity stage of PLC.
(h) Explain socio-cultural environment in the context of marketing.
3. Answer any five from the following questions : 10×5=50
(a) Describe the different methods of determining price in a company.
(b) How can you evaluate advertising effectiveness?
(c) Describe how macro-environmental factors affect marketing.
(d) Explain the elements of marketing mix in detail.
(e) Discuss the different channel intermediaries and their functions.
(f) Explain the concept of Product Life Cycle and the marketing strategies used in introductory stage.
(g) What is promotion mix? Discuss the factors affecting promotion mix decisions.
(h) What is a product? How is it different from services? Explain with suitable illustration.
(i) What are 4Ps in marketing? Explain the importance of each one of them.
