BCOM/V/CC/18b Student's Copy
2 0 1 8
CBCS
5th Semester
COMMERCE
Principles of Marketing
Full Marks 75
Time 3 hours
PART A—OBJECTIVE
Marks 25
The figures in the margin indicate full marks for the questions
SECTION—A
Marks 10
Choose the correct answer and place its code in the brackets provided 1×10=10
1. Marketing is
making continuous product improvement
managing profitable customer relationships
improving production and distribution efficiency
selling the product
2. The production concept holds that
consumers will favour products that are available and highly
affordable
consumers will favour products that offer the most in quality
customer focus and value are the paths to sales and profits
None of the above
/122 1 Contd.
3. Which of the variables of segmentation are helpful in measuring the size of
market segment?
Psychographic
Behaviouristic
Demographic
All of the above
4. Behavioural segmentation divides buyers into different groups on the
basis of
lifestyle nationality
loyalty status income
5. Shopping products are those which customers
buy with minimum of comparison and buying efforts
compare carefully on suitability, quality and price
are willing to make special purchase effort
prefer to buy online
6. Brands represent consumers' and feelings about a product and its
performance.
values perceptions
ideas knowledge
7. Who from the following list claims this as a definition of a distribution
channel "A distribution channel consists of the set of people and firms
involved in the transfer of title to a product as the product moves from
producer to ultimate consumer or business user"?
Philip Kotler William J. Stanton
Peter Drucker T. Levitt
8. are an independently owned business that takes title to the
merchandise it handles.
Brokers
Merchant wholesalers
Agents
All of the above
9. Personal selling is
any paid form of non-personal presentation and promotion of products
any form of personal presentation by the firm's sales force
building good relations with the company's various publics
a form of mass communication
10. Sales promotions are primarily used to increase sales levels in the
short-term
medium-term
long-term
None of the above
SECTION—B
Marks 15
Write short notes on the following 3×5=15
1. Societal marketing concept
OR
Pricing
2. Geographic segmentation
OR
Psychographic segmentation
3. Consumer products
OR
Industrial products
4. Types of retailers
OR
Types of wholesalers
5. Direct marketing
OR
Personal selling
PART B—DESCRIPTIVE
Marks 50
The figures in the margin indicate full marks for the questions
1. What is marketing? Discuss the various marketing concepts that
marketing management can adopt. 3+7=10
OR
2. Enumerate the elements of marketing mix with appropriate examples. 10
3. What are the factors that influence buying behaviour? 10
OR
4. Discuss the major variables that are used in segmenting consumer
markets. 10
5. State the role and importance of packaging. 10
OR
6. State the importance of pricing. Explain the factors influencing pricing
decision. 3+7=10
7. Write short notes on the following 5+5=10
Key functions of marketing channels
Channel functions performed by retailers
OR
8. Discuss the factors affecting choice of a distribution channel with
examples. 10
9. Enumerate the advantages and limitations of different advertising media. 10
OR
10. What is sales promotion? Discuss the types of sales promotion tools with
examples. 3+7=10