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Tuesday, July 5, 2016

IGNOU BBA BRS-011 Principles of Marketing June 2015 Question Paper

University Name: Indira Gandhi National Open University (IGNOU)
QP Course: Bachelor of Business Administration
Specialization: (Management)
Q. Paper Code and Subject Name: BRS-011 Principles of Marketing
Name of the exams: Term End Examination (TEE):
QP Year: June 2015
Time: 3 hours
Maximum Marks: 100

No. of Printed Pages : 2 BRS-011 I
BACHELOR OF BUSINESS ADMINISTRATION
(RETAIL SERVICES)
(BBARS)
Term-End Examination
June 2015
BRS-011 : PRINCIPLES OF MARKETING
Time : 3 hours Maximum Marks : 100
Note : Answer any five questions. All questions carry equal marks. Question no. 1 is compulsory.

1. Define Marketing. Differentiate between Marketing and Selling and explain the concept of marketing-mix. As a manager of a footwear company (ABC Co.), how will you design a customer driven strategy for ABC Company ? 20
2. Explain the Micro-environment Analysis elements of marketing with the help of suitable examples. 20
3. Define Consumer Behaviour. How is it different from Industrial buyer behaviour ? What are the
steps involved in the Buyer Decision Process in retail ? Explain with the help of suitable examples. 20
4. Write short notes on the following : 4x5=20
(a) Marketing Intelligence System
(b) Limitations of Secondary Data
(c) Changing Marketing Landscape
(d) Types of Buying Situations
5. Define Segmentation. Explain the characteristics and limitations of market segmentation in retail,
with the help of suitable examples. 20
6. (a) Explain the concept of Product-mix decisions with the help of an example. 10
(b) Define Service. Discuss the relevant marketing strategies for service firms with the help of an example. 10
7. Explain the concept of Product Life Cycle (PLC) in retail. What are the different promotion
strategies adopted by the retail firms in each stage of the PLC in retail ? 20
8. Write short notes on the following : 8+12=20
(a) Buying Motives
(b) Effective Marketing Communication process and the barriers of communication

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