Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
BH- SEMESTER- V EXAMINATION WINTER 2018
Subject Code:153305 Date:29/11/2018
Subject Name:Marketing Management
Time:10:30 AM TO 01:00 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1

Explain the importance of people, physical evidence and process in service marketing mix.
07

Discuss the components of Micro Environment.
07
Q.2

Define segmentation and types of segmentation with examples.
07

How are services different than products? Write in detail the characteristics of services.
07
OR

Define targeting and positioning of services.
07
Q.3

State the pricing strategy a new resort hotel should follow and why?
07

Discuss the importance of selecting the right distribution channel for services.
07
OR
Q.3

Define Product lifecycle stages and strategies used at various stages.
07

Mention the factors affecting the strategic branding decisions for a new Italian restaurant in your area. .
07
Q.4

Explain the ways in which one can communicate effectively about their brand.
07

What are the various Macro environment factors affecting business decisions.
07
OR
Q.4

What are the advantages and disadvantages of sales promotion and direct marketing?
07

Explain the need and importance of collective bargaining in an organization.
07
Q.5

What is the contribution of hotel industry to the Indian economy
07

Importance of Advertising in today's scenario
07
OR
Q.5

E-Commerce a boon or a curse- Explain.
07

Discuss E marketing with examples of social media tools.
07