1. a) Define the term marketing. Discuss the scope and the changing role of marketing in the current business environment.

b) Distinguish and discuss the concept of a market Vs. concept of segment. Explain their relationship in planning for a suitable marketing strategy.

2. a) Explain the nature and concept of a product. Discuss the criteria on which products are classified. Explain with suitable examples.

b) What branding decisions you would consider if you agree that branding and packaging play a vital role in today’s business environment. Explain with an example.

3. a) Define the terms advertising and sales promotions. Bring out the major differences between these two key elements of promotion mix with suitable example.

b) Explain the term distribution and distribution management. Discuss the various types of direct and indirect channels that you are familiar, with examples.

4. a) Distinguish product marketing from marketing of services. Explain the various characteristics of services which make them different from tangible goods.

b) Discuss the major types of digital marketing techniques that are being used by firm’s to enhance their visibility and business growth.