Code No: MB2T03 MIC18

I MBA II Semester Regular Examinations, May – 2019

MARKETING MANAGEMENT

Time: 3 hours Max Marks: 60

Note: 1. Question paper consists of two parts (Part A and Part B)
2. Part A (Case Study) Compulsory
3. Answer all questions from Part B with either or choice

Part – A (Case Study) 10M

I. Case study
Mary, a recent college graduate, works for a company which represents clients who are
interested in either buying or selling businesses. As a “business broker,” her job is to arrange
such sales.
Rev. Smith, a retired minister, contacts Mary’s company to arrange for the purchase of a
small manufacturing plant just outside of town. He has recently formed a nonprofit
corporation to aid troubled youths and wants to convert the building into a recreation center.
He desires to work with Mary because she formerly attended his church and he trusts her
implicitly.
Mary’s supervisor, George, has assigned her the task of negotiating a deal for Rev. Smith’s
organization. Some of the machines at the manufacturing plant are in poor condition and
would require $100,000 to repair. Rev. Smith intends to remove them in any event.
The seller is asking for a $250,000 down payment on a $1,000,000 sale. Rev. Smith’s
organization can only raise $150,000. After studying the situation, George is convinced that
if the seller can be led to believe that repairing the machines is important to Rev. Smith, the
down payment request would be reduced to $150,000 and the asking price to $950,000.
George therefore instructs Mary to mislead the seller. She is told to insist--with a straight
face--that either the seller repair the machines or drop the down payment and asking price.
Mary is uncomfortable with this strategy, both for the sake of honesty and because Rev.
Smith has not approved it. Yet, as a new employee, she wants to please her supervisor.
Questions:
a. What should Mary do?
b. Discuss the ethical dilemma in negotiating a deal. What do you suggest?

Part – B 5x10=50

1. What is Marketing Management? Differentiate between Sales and Marketing Concept.

Or
2. Discuss the concept of Market, Marketing and Marketing Mix.

3. Write a short note on Identification of Market segmentation.

Or
4. What is STP? Discuss the process of evaluation and selection of Target markets.

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5. What are the factors influencing pricing of branded apparel in India? What factors necessitate
price cuts?
Or
6. Discuss the various responses to competitor’s price changes with suitable example.
7. How to design the marketing communication process with reference to retail Industry?
Or
8. How do you measure the effectiveness of Advertising effort?

9. Discuss the different components of Marketing Control.

Or
10. ‘When Business crosses the Borders of a Nation, It becomes complex’. Discuss various Global
Marketing strategies for Indian firms.

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