MBA Semester-3

Business Marketing

3rd Internals

Time :1.5 Hrs Max Marks 50

Note: 1. Answer Part A and Part B

2. Illustrate Examples wherever necessary

Part A

Answer all Questions

1. a. Explain any one target market strategies.

(3)

b. Discuss the new product development process with an example.

(7)

c. What steps would you follow for developing product strategies for existing

products? And what are the other alternative strategies available to the industrial

marketers for existing products?

(10)

2. a. Explain the concept of learning curves. (3)

b. Discuss the application of product life cycle to marketing strategies.

(7)

c. . What are the factors that influence the pricing strategy? (10 )

Part-B (5x2=10

Marks)

1. A major manufacturer of medical equipmentapproaches one of its suppliers with

specifications for a precision switch that has been tentetively designed into a new

blood analyzer. The switch supplier thinks existing technology can be utilized but

has not previously produced a device with such close tolerances. What information

and assurance should the switch supplier have before starting on a full scale

development program.

2. One of the industrial marketer recently observed, “ I can see any basis on which to

segment my market. We have 15% of the market for our type of plastic fabrication

equipment. There are 11 competitors who serve a large and diverse set of customers,

but there is no unifying theme to our customer set or to anyone else's” Is that

knowledge a basis for segmenting the industrial market, justify your answer.