Unique Paper Code 7518
Revised 0 of 17

Principles of MarketingDecember 2025

B.Com (Programme) · 5 questions

Duration: 3 HoursMaximum Marks: 90

Reworded by Kunji from the printed paper. The original paper belongs to the University of Delhi. See DU's question bank.

Before you start

  1. Most asked here. Sustainable, rural, social and digital marketing (3 papers), Segmentation, targeting, positioning (3 papers), Pricing (3 papers). These come back almost every year, so learn them first. The asked N× note beside each part counts the DU papers that set its topic.
  2. Pace. Two minutes a mark: about 36 minutes for each 18-mark question, with nothing spare in 3 hours. Pick your side of each OR before you start writing.
  3. Keep score. Every part opens a worked answer checked against the books. Turn the key when you have revised it; the boxes at the top fill in, on this device.

1.

18 marks
· ~36 min
(a)The holistic marketing concept and its significance, with examplesasked 3×What is meant by the holistic marketing concept? With the help of examples, explain its significance.(9)
(b)Why marketers analyse the marketing environment, and the impact of demographic and socio-cultural factorsasked 3×Why is an analysis of the marketing environment important for marketers? With suitable examples, discuss the impact that demographic and socio-cultural factors have on marketing decisions.(9)
OR
(c)Why services marketing needs an extended marketing mix: people, process and physical evidenceasked 2×"An extended marketing mix is required in services marketing." Explain this statement, and discuss how People, Process, and Physical Evidence are relevant in service marketing.(9)
(d)Selling concept (inside-out) versus marketing concept (outside-in), with examplesasked 3×"While the marketing concept takes an outside-in perspective, the selling concept takes an inside-out one." Discuss this statement, and with examples highlight the key differences between them.(9)

2.

18 marks
· ~36 min
(a)The consumer buying decision process for a washing machineasked 3×Taking as reference a consumer durable product, such as a washing machine, describe the different stages of the consumer buying decision process.(9)
(b)Positioning: definition, importance and positioning strategiesasked 3×Define Positioning. Explain why it is important, and discuss, with relevant examples, the various positioning strategies that marketers adopt.(9)
OR
(c)Consumer buying behaviour, and how marketers benefit from studying post-purchase behaviourasked 3×What is meant by Consumer Buying Behaviour? In designing effective marketing strategies, how can a marketer benefit from studying post-purchase behaviour?(9)
(d)Market segmentation, requirements of effective segmentation, and bases for segmenting the shoe marketasked 3×Define Market Segmentation. What does effective segmentation require, and what possible bases could be used for segmenting the shoe market?(9)

3.

18 marks
· ~36 min
(a)Product mix, its dimensions, and how product mix decisions shape marketing strategyasked 2×What is a Product Mix? Discuss the dimensions (width, depth, length, and consistency) of product mix. Explain the way product mix decisions influence the marketing strategy of a company.(9)
(b)Branding and its importance in modern marketingasked 3×Define branding, and explain why it is important in modern marketing.(9)
OR
(c)Packaging and labelling: concepts, types, functions, and their use as a marketing toolasked 3×Explain the concepts of Packaging and Labelling. Discuss the types and functions of each, and describe how packaging and labelling, when effective, can act as a marketing tool.(9)
(d)Stages of the new product development processasked 3×Explain the stages that are involved in the new product development (NPD) process. The same question was set as 876-Q3d; this answer serves both.(9)

4.

18 marks
· ~36 min
(a)Why new products fail more often than they succeed, and how to reduce the riskasked 3×"Failure of a new product is more common than success." Comment on the statement, and suggest measures that reduce the risk of product failure.(9)
(b)Psychological pricing strategy and its applicationasked 3×Discuss the strategy of psychological pricing. With the help of examples, illustrate its application.(9)
OR
(c)How advertising and personal selling complement each other, and the relevance of personal selling todayasked 2×"Advertising and Personal Selling complement each other." Comment. In today's era of digital marketing, do you think personal selling is still relevant?(9)
(d)Importance of distribution channels, and factors in selecting a channelasked 3×Discuss why distribution channels are important in marketing goods. While selecting a suitable distribution channel, which factors should a marketer consider?(9)

5.

18 marks
· ~36 min
Short notes: challenges of rural marketing, IMC, digital marketing, social marketing, levels of productasked 3×Write a short note on any three of these : (6+6+6=18) (a) Rural Marketing and its Challenges (b) IMC (Integrated Marketing Communication) (c) Digital Marketing (d) Social Marketing and its Importance (e) Product Levels(18)

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