KSLU Solved Question Papers
Marketing and Services Management
Previous Year Question Paper with Solution
B.Com. LL.B. (Five Years) · Sem 3
2026 Jan Examination
munotes.in
Mumbai
B.Com. LL.B. (Five Years) Sem 3 Marketing and Services Management 2026 Jan Question Paper with Solutions
First published on munotes.in on 21 October 2026.
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The question paper reproduced here is the paper as set by Karnataka State Law University at the 2026 Jan examination.
Contents
The questions below are the paper as Karnataka State Law University set it at the 2026 Jan examination, in the order it was set.
MarksPage
MarksPage
The Paper as Set
The questions in this volume are the questions asked at the 2026 Jan examination, reproduced as Karnataka State Law University set them, in the order it set them. Long reading passages are shortened to their first and last lines and our summary; the original paper prints them in full. Only the answers are ours. See the original question paper.
Duration 3 hours · Total marks 80 · 20 questions answered
Instructions printed on the paper
- N.B. (1) Answer all five Units. (2) One essay type question and short note/problems is compulsory from each Unit. (3) Figures to the right indicate marks. (4) Answer should be written either in English or Kannada Completely.
How to use this volume
Solve the paper first, under exam conditions and against the clock. Then read the answers here and mark your own. Reading a solution before attempting the question feels productive and teaches very little, because recognising an answer is not the same as being able to write one.
Q1
Unit I
(a)Explain the traditional and modern marketing concepts in detail.[10]
Answer
For full marks, cover: what a marketing concept (philosophy) is; the three traditional concepts (production, product, selling), each with the question it asks, where it fits and where it fails; the modern concepts (marketing, societal marketing, holistic and relationship marketing), each explained; a table contrasting traditional and modern thinking; one firm read under every concept; and a conclusion.
Meaning of a marketing concept
A marketing concept, or marketing philosophy, is the basic idea a firm holds about how to win sales and profit. It decides what the firm organises itself around: its factory, its product, its sales force, or its buyer. Thinking about marketing has passed through several such concepts. The first three are called traditional because they start inside the firm. The later ones are called modern because they start with the buyer and, later, with society.
Traditional concepts
1. The production concept. Its question is: how do we make more, more cheaply? It assumes that buyers want products that are cheap and easily available. So the firm concentrates on efficient production and wide distribution. It fits a market where demand is greater than supply, as in times of shortage. It fails once supply catches up, because buyers then begin to choose on other grounds.
2. The product concept. Its question is: how do we make the product better? It assumes that buyers prefer the product with the best quality and features. So the firm keeps improving the product. Its weakness has a name, marketing myopia, from Theodore Levitt's 1960 Harvard Business Review article. A firm becomes so attached to its product that it forgets what need the buyer is satisfying. Levitt's example was the railways. They thought they were in the railway business, not the transport business, and lost passengers and freight to cars, trucks and aircraft.
3. The selling concept. Its question is: how do we sell what we have made? It assumes buyers will not buy enough unless they are pushed. So the firm relies on a large sales force and heavy promotion. It fits unsought goods, such as insurance, which people do not go looking for. Its risk is that it chases the single sale and ignores the buyer's satisfaction. A buyer pressed into a purchase may return the goods, complain or never come back.
Modern concepts
4. The marketing concept. Its question is: what does the buyer need, and can we meet it profitably? The firm starts with a chosen target market, studies its needs, coordinates all departments to meet them, and earns profit through customer satisfaction. Its four pillars are the target market, customer needs, coordinated marketing and profit through satisfaction. Peter Drucker summed up the idea by saying that the aim of marketing is to make selling unnecessary.
5. The societal marketing concept. Its question is: what does the buyer need, what does society need, and can we meet both profitably? Satisfying a want can still harm the buyer or the community in the long run. Sugary drinks, plastic packs and polluting products are examples. So the firm balances three things: the customer's want, the firm's profit and society's long-run welfare. Green marketing and ethical marketing come from this concept.
6. Holistic and relationship marketing. Recent thinking adds two further ideas. Relationship marketing aims at long-term relationships with customers, dealers and suppliers rather than single sales. Holistic marketing treats everything the firm does as connected: its customers, its employees, its partners and its effect on society.
Traditional and modern thinking compared
| Point | Traditional concepts | Modern concepts |
|---|---|---|
| Starting point | Factory or existing product | The buyer's need, and society's |
| Focus | Production, product or sales volume | Customer satisfaction and welfare |
| Means | Low cost, improvement, pushing sales | Coordinated marketing mix and research |
| Point | Traditional concepts | Modern concepts |
|---|---|---|
| Time horizon | Short run, the single sale | Long run, the lasting relationship |
| Profit comes from | Volume of sales | Satisfied and loyal customers |
| Role of research | Little | Central |
One firm under every concept
A fan maker in Hubballi shows the difference.
- Production: it adds a second line to cut unit cost and pushes fans into every district.
- Product: it builds a quieter motor and raises the price, and is surprised when sales fall. Buyers were not choosing on noise.
- Selling: it hires more salespersons and rewards dealers for volume. Stock piles up in dealers' godowns.
- Marketing: it studies buyers and finds that families on inverter backup choose on power use. It makes a low-wattage fan and sells it through electricians, whom buyers trust.
- Societal: it also takes back old fans for recycling and prints the yearly running cost on the box.
Only the marketing and societal readings asked what the buyer needed.
Conclusion. The traditional concepts (production, product and selling) organise the firm around its factory, its product or its sales force. The modern concepts (marketing, societal marketing, and relationship and holistic marketing) organise it around the buyer's need and society's welfare. All the concepts can still be found in India today. A firm that starts from the buyer's need and respects society's interest earns more lasting profit.
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