1

SAMPLE PAPER NO 1
PRINCIPLES OF MARKETING
PART I OBJECTIVE
MAX MARKS 30

TIME DURATION 1:00 HR.

Instructions: Please read carefully: Attempt all of the answers on the answer sheets provided. No
cutting/overwriting is allowed in objective part. In case of violation the answer will be marked incorrect.
Encircle () the option of your choice.
Each statement carries 2 marks.
1. A ______________________________ is a portfolio planning method that evaluates strategic
business units in terms of their market growth rate and relative market share.
2. Marketing ________________________________ is the process of measuring and evaluating the
results of marketing strategies and plans and taking corrective action to ensure objectives are
achieved.
3. _________________________________ are high-growth, high-share businesses or products that
often need heavy investment to finance their rapid growth.
4. According to Engle's Laws, which of the following is correct?
a. As income rises, the percentage spent on food declines.
b. As income rises, the percentage spent on housing rises.
c. As income rises, the percentage spent on savings decreases.
d. As income rises, the percentage spent on housing declines.
5. The ______________________ environment consists of the laws, government agencies, and pressure
groups that influence or limit various organizations and individuals in a given society.
6. Core beliefs are values passed on from parents to children and are reinforced by schools, churches,
business and government and as such, they are open to considerable change. True / False
7. Environmental concerns have grown steadily over the last three decades. Which of the following is
not one of those concerns?
a. Growing shortages of raw materials
b. Increased pollution
c. Increasing government intervention in natural resource management
d. Increasing numbers of infinite resources
8. Selective retention describes the tendency of people to interpret information in a way that will
support what they already believe. True / False
9. During the ____________________________ _____________________________ stage of the
Business Buying Process, the buying center often will draw up a list of the desired supplier attributes
and their relative importance.
10. Many business markets have inelastic demand. That is, total demand for many industrial products is
not much affected by price changes, especially in the short run. True / False
11. Value analysis is an approach to cost reduction in which components are studied carefully to
determine if they can be redesigned, standardized or made by less costly methods of production.
True / False
12. Using a ____________________________ marketing strategy, a firm decides to target several market
segments and designs separate offers for each.
13. A good package may:
a. Protect the product.
b. Promote the product.
c. Raise total distribution costs.
d. All of the above
14. Strong brand preference and loyalty, special purchasing effort, little comparison of brands and low
price sensitivity are all characteristics of _______________________ goods.
15. What is the proper order of a typical life cycle?
a. Introduction, growth, maturity, decline
b. Introduction, maturity, growth, decline
c. Introduction, growth, decline, maturity
d. Introduction, decline, growth, maturity

BOOKS RECOMMENDED:
1.Principles of Marketing by Philip Kotler & Gary Armstrong 10th Ed.

Signatures ________________

PRINCIPLE OF MARKETING
PART II

SUBJECTIVE

MAX MARKS 70

TIME ALLOWED: 2:00 HRS

ATTEMPT ANY FOUR OUT OF THE FOLLOWING QUESTIONS. ALL QUESTIONS

CARRY EQUAL MARKS: Q NO 1.
Q NO 2 (a)

Briefly discuss a companys microenvironment and the factors affecting it.

Marketing

[17.5]

Environment
a. Marketing
Department
Organization
b. marketing
control

What are the different ways in which a company can organize its marketing
department?

(b)

[10]

Define marketing control; what are the major types of controls that a company
uses to keep a check on its performance?

Q no 3. (a)
(b)

Briefly discuss the nature of demand in the business market?

[9]

What are major types of buying situations that a business marketer may
face?

Q no 4. (a)

[7.5]

[8.5]

Define the consumer market and construct a simple model of consumer

behavior?
[7.5]

(b)

What are the major types of consumer buying decision behavior? Briefly
discuss each one.
[10]

Q no 5.

Explain how companies identify attractive market segments and choose a

target market marketing strategy.
[17.5]

Q no 6.

List and define the steps in new-product development process

[17.5]
Q no 7.

Business
Markets and
Business
Buying
Behavior
Consumer
Market and
Consumer
Buying
Behavior
Segmentation
Targeting and
Positioning
New product
development
process
a. New product
development
b. strategic
planning
c. marketing
management
orientations

Write short notes on the following: a. Test Marketing

[7.5]

b. Mission Statement of a company [5]

c. Societal marketing concept [5]

BOOKS RECOMMENDED:
1.Principles of Marketing by Philip Kotler & Gary Armstrong 10th Ed.

Signatures ________________