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?

Part-B
Marks)

(10 )

(5x2=10

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.