Deemed University 2010 M.B.A University: Lingayas University Term: III Title of the : keting Management - Question Paper

Roll No. ..

 

Lingayas University, Faridabad

MBA, 1^st Year (Term III )

Examination May, 2010

Marketing Management (BA -111)

[Time: 3 Hours] [Max. Marks: 100]

 

Before answering the questions, candidate should ensure that they have been supplied the correct and complete question paper. No complaint in this regard will be entertained after examination.

 

Note: Attempt two questions from Section A and two from Section B. Section C is compulsory. Attempt five questions in all. Including Section C.

Section A

Q-1. (i) Write any four merits of advertising. (10x2=20)

(ii) State the major channel design decisions.

(iii) Write any two methods for doing market research.

(iv) Write two ways by which a company can position its brand.

(v) Write any two modes of media.

(vi) What is target marketing?

(vii) What are 7Ps in marketing?

(viii) Write any two recent trends of marketing in case of durables.

(ix) Define sales promotion.

(x) What is CRM?

Q-2. Discuss pricing strategies in product marketing. (20)

Q-3. What are key methods available with organizations to identify and grab opportunities of macro environment? (20)

Section B

Q-4. Discuss steps and elaborate the usefulness of marketing research in understanding customers and competitors. (20)

Q-5. Explain various steps of the decision making process taken by consumer while purchasing durables. (20)

Q-6. New product development starts with the idea development and ends with adoption of product idea. Elaborate. (20)

Q-7. Given below is a list of products. What kind of distribution channel would you recommend for each of three products and why? (20)

(i) Lap top

(ii) Branded Dry fruits

(iii) Premium brand of men trouser

(iv) T.V.

Section C

Q-8. Analyse the case and solve the given questions: (20)

DEALING WITH COMPETITION

The cellular phone industry in India is one of the worlds fastest growing markets and a rapidly evolving sector. In the subcontinent this market has recorded a growth rate between 70% and 80 % per years in the last two years. Starting from basic landline telephones the market has witnessed a phenomenal shift. It is not surprising to see all members of house hold possessing their own mobile phones today.

Indian customers currently have plenty of choices for mobile telephone service providers. Apart from state owned companies, the market has several private players. With so many players viewing for a wider reach into the markets and a large customer base, competition has grown fierce.

Questions:

(i)                 How do marketers identify primary competitors?

(ii)               How can a company analyze its competitors strategies, objectives, strengths and weaknesses

(iii)             Name few private players in cellular industry which are giving competition to BSNL and MTNL. Write down two strategies which these state owned companies has adopted to expand their total market.