Total No. of Questions : 5] SEAT No.

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PB2052 [Total No. of Pages : 2

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[6201]-105

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First Year M.B.A.

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105-GC-05 : BASICS OF MARKETING

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(Revised 2019 Pattern) (Semester - I)

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Time : 2½ Hours] 5/0 13 [Max. Marks : 50
Instructions to the candidates:
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1) All questions are compulsory.

2) Figures to the right indicate full marks.
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3) Includes examples wherever necessary.

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4) Draw neat & labelled diagrams wherever necessary.

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Q1) Solve any five : [5×2=10]
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a) Enlist the functions of marketing.
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b) Explain the concept of microenvironment.
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c) Name the bases for segmentation of business markets.

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d) Explain the concept of moment of truth.

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e) Describe the concept of marketing mix.

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f) Explain the concept of customer delight.

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g) Mention any four components of macroenvironment.

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h) Define & explain long tail marketing.

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Q2) Solve any two : [2×5=10]

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a) Distinguish between organizational buying behavior and consumer buying

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behavior.
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b) Discuss the concept and characteristics of product life cycle.

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c) Elaborate on the functions of marketing manager.

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Q3) Solve any one : [1×10=10]

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a) Develop PESTEL analysis for an educational institute.

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b) What is segmentation, Targeting & positioning? How these concepts are

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used by colgate & Nike?

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a) Discuss the steps involved in buying decision process for electric car.
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b) Imagine you are marketing manager of a company selling organic skin
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care products, and targeting urban population between the age 18 to 25.
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Design and discuss suitable marketing mix for its products.
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a) Quoting suitable examples, discuss the new capabilities consumers have

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gained in the digital age & how these capabilities influence marketing

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strategies.
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b) Explain the concept of zero moment of truth (ZMOT) introduced by
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google. Provide examples of companies that have effectively leveraged

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ZMOT to influence consumer perceptions & behavior.

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