CHRIST (Deemed to be University), Bangalore

School of Business and Management

END SEMESTER EXAMINATION – December 2022
UG III Semester

Programme Name: BBA/BBA H/BBA F&IB/BBA TTM/BBA DS Max. Marks: 50

Course Name: Marketing Management Time: 2 Hrs
Course Code: BBA333

General Instructions:
• All rough work should be done in the answer script. Do not write or scribble in the question
paper except your register number.
• Verify the Course code / Course title & number of pages of questions in the question paper.
• Make sure your mobile phone is switched off and placed at the designated place in the hall.
• Malpractices will be viewed very seriously.
• Answers should be written on both sides of the paper in the answer booklet. No sheets should
be detached from the answer booklet.
• Answers without the question numbers clearly indicated will not be valued. No page should
be left blank in the middle of the answer booklet

Course Outcomes (COs):

CLO1. Outline challenges in the marketing environment.

CLO2. Identify existing marketing strategies and tactics.

CLO3. Examine feasible marketing ideas using relevant tools.

CLO4 Evaluate the ethical perspectives of marketing actions.

CLO5 Propose socially relevant Marketing initiatives.

SECTION A Total marks: 15

Q. No Answer the following questions. Each question carries 5 marks CO RBTL
1 a. Marketing as evolved through the ages and is considered to be a CO1 L2
formidable factor in reaching the products to the prospective
consumers. Trace the evolution of Marketing as a significant
function.

(OR)
b. “Sales play a substantial role as it is one of the only revenue
generating functions in any organisation whereas marketing is
considered to be an expense.” Give your opinion on the above
statement and list the difference between sales and Markting.

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2 a. “Groups and Social Networks are very influential social factors that CO2 L3
determine the buying behaviour.” Explain any 5 social groups which
exercise their influence on the buying behaviour.
(OR)
b. Vinod, a 22 year old IT professional wants to gift a laptop to his
retired father before leaving the country for a long term international
project. Conceptualise and briefly explain the consumer decision
making process Vinod will go through as a buyer.
3 a. “Differentiation is a key element in helping potential buyers in their CO3 L3
decision making process” Evaluate this statement considering the
domestic toothpaste market.
(OR)

b. “The product hierarchy stretches from basic needs to particular items

that satisfy those needs”. Explain this concept considering the
banking sector.

Section-B Total Marks: 20

Q. No Answer the following questions. Each question carries 10 marks. CO RBTL
4 a. Pricing is a very significant factor in consumer’s decision to buy a CO4 L3
product/service. Evaluate the various pricing strategies adopted by
marketers to persuade consumers to buy a particular product/ service
citing relevant examples in the hospitality sector.

(OR)

b. Hindustan Unilever has developed one of the best distribution

networks in the country. Analyse the importance of having a robust
distribution network with reference to HUL.

5 a. You are the Marketing Manager for a company manufacturing CO5 L3

electric bikes. Apply the concept of Integrated Marketing
Communication to develop your business.

(OR)

b. Certain companies objectify women to market their products. Taking

an example of an advertisement which objectifies women, discuss the
implications of ethical violations pertaining to the same.

Section – C (Case Study- Compulsory Question) Total Marks: 15

Nestlé: Creating value by Segmentation and Positioning

Nestlé is perhaps most often associated with instant coffee and not the range of products it sells,
from baby food to pet food, from bottled water to ice cream. Nestlé is the biggest food and

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beverage company in the world with an annual turnover of over £70 billion and employs over
330,000 people. It owns over 2,000 brands and operates in 189 countries worldwide, both in the
business-to-business and business-to-consumer markets. You could be consuming a Nestlé
product at any time of the day without knowing, from Nespresso (coffee machine), to Shredded
Wheat (cereal), Kit Kat (chocolate bar) to Vittel (bottled water). Focusing on coffee alone, we can
see that Nestlé offers a variety of coffee products to suit different taste preferences and price
points. They consider geographical location and climate in their segmentation strategy and
highlight their commitment to sustainability and corporate social responsibility as part of their
Nestlé and Nespresso differentiation and positioning strategy. Despite their commitment to
environmental protection, Nestlé has faced negative publicity about its singles serving aluminium
coffee pods. In response, it is sourcing aluminium more responsibly, promoting recycling and
allowing customers to mail back used capsules free of charge. Rather than assume all
responsibility for recycling, Nestlé recognises this is a shared responsibility and invests in various
educational resources available via their website and social channels for consumers to access. Can
a company of such enormous size continue to create value for its customers and keep them all
happy and satisfied?

Q.N CO RBT
o6 L
Case Questions:
1 Examine whether Nestlé will be able to develop a profitable model CO L4
which serve all its customers? (5 1
marks)
2 Identify the positioning strategy of Nestle. What types of CO L3
customers does Nestlé's competitors target? 1
(5 marks)
3 Apply the concept of segmentation to Nestlé’s case given above ? CO L3
(5 marks) 1

Revised Bloom’s Taxonomy (RBT) Levels :

L1 – Remembering L2 – Understanding L3 – Applying
L4 – Analyzing L5 – Evaluating L6 - Creating

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