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विपणन

स्नातक उपाधि कार्यक्रम        


सत्रांत परीक्षा


जून, 2010


(व्यवहारमूलक पाठ्यक्रम)


ए एम के -1 : विपणन


समय :2 घंटे                           अधिकतम अंक : 50


नोट : भाग -क तथा भाग ख दोनों के उत्तर लिखिए।


भाग -क


दोनों प्रश्नों के उत्तर लिखिए।




  1. निम्नलिखित में से किन्ही दो पर संक्षिप्त टिप्पणियाँ लिखिए: 5+5



  • विपणन का विकास

  • उत्पाद लाइन का प्रबंध

  • भाड़ा विलयन मूल्य निर्धारण की प्रासंगिकता

  • भण्डार - गृहों की स्थिति सम्बन्धी समस्याएं



  1. निम्नलिखित में से किन्ही दो में अंतर बताये : 5+5


(a)  संवर्धन तथा विक्रय संवर्धन


(b) कार्यकारी मध्यस्थ तथा व्यापारी मधयस्थ


(c) अनुभूत उपयोगिता मूल्य निर्धारण तथा चालु दर मूल्य निर्धारण


(d) उत्पाद जीवन चक्र की विकास अवस्था (growth stage) तथा परिपक्वता अवस्था (maturity stage)      


भाग – ख


निम्नलिखित में से किन्ही तीन प्रश्नों के उत्तर लिखिए :




  1. उपभोक्ता बाजार के खण्डीकरण के मुख्य आधारों की व्याख्या कीजिये। ऐसे  खण्डीकरण क्यों आवश्यक है ?8+2



  1. क्या ब्रांड निर्धारण आवश्यक है ? इसके सकारात्मक तथा नकारात्मक प्रभावों का उल्लेख कीजिये। 2+8



  1. 5. भारत में कीमतों का विनिमय कैसे किया जाता है ? इस सन्दर्भ में भारत के 4+6


     विभिन्न वैधानिक प्रावधान कहाँ तक सफल रहे है ? व्याख्या कीजिये।




  1. उपभोक्ता वस्तुओं के वितरण माध्यम कौन से है ? वितरण के माध्यमों के  चयन को प्रभावित करने वाले विभिन्न घटकों का उल्लेख कीजिये।4+6



  1. ऐ  आई  डी  ऐ  सिद्धांत (AIDA Theory) की क्या प्रासंगिकता है ? यह सही स्थितिओं के सिद्धांत से किस प्रकार बेहतर है ? व्याख्या कीजिये।                                 5+5



  1. "विज्ञापन साधनों का अपव्यय मात्र है। " क्या  आप इस कथन से सहमत है ?


     अपने मत के पक्ष में आवश्यक तर्क भी प्रस्तुत कीजिये ?10

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