Biju Patnaik University of Technology 2008-7th Sem B.Tech keting Management - Question Paper
Total number of printed pages-4 B. Tech
HSSM 4404
Seventh Semester Examination - 2008 MARKETING MANAGEMENT Full Marks-70
Time-3 Hours
Answer Question No 1 which is compulsory and any five from the rest
IWL
The figures in the right-hand margin indicate marks.
1. Answer briefly the following : 210
(a) The assortment of sizes, colors and variations offered for each product in the product line is called----
(b) Porter's Five Forces Model includes the threat of new entrants, the bargaining
powrt* ot itvt tnsfvr* r*# 63* $ powcm of the *usH*<r* s*e " railing p3y*rs #3 fr# W**l ** %jt& *j (Wduct* v*e dw 9 iactori
th#t *n%rflce **e icat of new t-F*jnte
(c) GE modc t ft POOiMf mod?* to idrtJ fying p*of*!3t>it;Ty po'cifcf # .11 *rm Idnttfy ifi<- aUernfitfv* fnrt rttfre W?M* m* chilfacfinite of DH* fnooei
f<J) Whal do you undertid by BrarxJ Competitor 7
() There are tfw compering eoncepH under lvth organisation! conduct fna MMing 3C(JVtiies What are they 7
p i to m# marfcgtets
i/vougfi On- >n* md'vrr ?
13 Write down fh rrQr steps o* customer vj *
* ep** a er-**. 0; ng ,&tafi for Pecsodent 10
3 How cou*d a m3'*S!-ng manager of Revlon G0*ft'f*cs use VastCws n*ed hterafchy to 3*vetoo sfategy 9 TO
* Bajp; 'rOtiS has ordered into a global JV 50rfH>martt wth NS5 vt lectors for production o"1 ftmiiU cars tor glotai market What kind of ctienne? strategy will you select fo* the above venture f0f selUng ica/s in India ? Give proper justfftcation for the action plan resorted to.1
10
5. Identify the reason for doing marketing research and describe the Five-step marketing ire&earch a ppfoacft leading, to marketing action'
10
power of the buyers, the bargaining power of the suppliers, the rivalry among existing pfayers and the threat of the substitute products. Write down the factors that influence the threat of new entrants.
(c) GE mode) is a pop.uJar model for identifying profitability and potential of a firm. Identify the alternative that best represents the characteristics of the model.
(d) What do you understand by Brand Competition ?
fe) There are five competing concepts under which organisations conduct marketing activities. What are they ?
(f) What are the criteria of evaluating channel alternatives ?
(g) What are the functions of wholesalers ?
(h) Write down any five positioning strategies.
HSSM 4404 2
* Ccmtd.
(i) What are the benefits to the marketers through on-line marketing ?
(j) Writs down the major steps of customer value analysis,
2 Prepare a marketing pfan for Pepsodent. 10
3. How could a marketing manager of Revlon Cosmetics use MasJcw's need hierarchy to develop marketing strategy ? 10
4. Bajaj Motors has entered into a global JV agreement with Nissan Motors for production of small cars for global market What kind of channel strategy will you select for the above venture for selling cars In India ? Give proper justification for the action pJan resorted to.
IWL
10
5. Identify the reason for doing marketing research and describe the five-step marketing research approach leading to marketing action.
10
HSSM 4404 PfT**
6. Describe how to establish the initial "approximate price feveJ using demand oriented, cost-oriented, profit-oriented and competition oriented approaches. 10
7. Explain the product life cycle concept. Identify the ways that marketing executives manage a product's life cycle, 10
8- Identify the five steps involved in SBgmenting and targeting markets. Recognize the different factors used to segment consumer a organizational markets.
HSSM 4404 4 -c
Whai ate the cnseria of evaluating channel alternatives 7
(9)" What are ihe (unctions of wholesalers 7
(h) Wme down ary five positioning strategies
HSSM 4404 2
* Ccmtd.
|
Attachment: |
| Earning: Approval pending. |
