JUNE-2021
B.Com. (IV Semester) Examination
COMMERCE
Paper : BCM-401 (New Course)
(Marketing Management)
Full Marks : 80
Pass Marks : 35%
Time : Three Hours
Notes: (i) Answer all questions.
(ii) The figures in the margin indicate full marks for the questions.
SECTION – I
1. Answer the following questions: (2X5=10)
(a) What is product positioning?
(b) State two limitations of sales promotion.
(c) What is dual pricing?
(d) Define target marketing.
(e) What do you mean by psychological pricing?
SECTION – II
2. Answer any four of the following questions: (5X4=20)
(a) What are the different approaches to marketing?
(b) Briefly explain different kinds of advertising.
(c) What are the essentials of a good market segmentation?
(d) Differentiate between consumer goods and industrial goods.
(e) State the factors influencing product mix.
(f) State the problems of PLC.
SECTION-III
3. Answer any five of the following questions: (5X10=50)
(a) Define Marketing Management. Briefly explain the functions of marketing management.
(b) Explain the factors influencing pricing decisions with suitable examples.
(c) Define Product Mix. Briefly explain the factors influencing product mix.
(d) What is market segmentation? Explain its process.
(e) What is test marketing? How is it conducted?
(f) What is personal selling? Explain its process. What are the essentials of a successful personal selling?
(g) What is Product Life Cycle (PLC)? Explain the strategies and pricing policies at various stages of PLC.
