Makhanlal Chaturvedi National University of Journalism and Communication 2005 M.A ster of Arts in Audio Visual Communication / rketing & nagement Communication , - Question Paper

Master of Arts in Audio Visual Communication / Marketing & Management Communication Examination, June 2005
Semester II
Introduction to Marketing and Marketing Communication
Duration: 3 Hours
Max. Marks: 100
Minimum Passing Marks: 40

Instructions:
1. All answers must start on a fresh page.
2. provide only Indian examples where asked.
3. Protest, if any, should be lodged with the University about the paper
4. Do not exceed word limit for answers.


Section-A
ans all ques.. every ques. carries one mark. (20x1=20 marks)

1. describe Marketing.

2. What is the Societal Marketing Concept?

3. What is Viral Marketing?

4. What is Semantic Differential?

5. What is Underpositioning?

6. What is Marketing Audit?

7. What is Channel Conflict?

8. What is Brand Loyalty?

9. What is Segmentation?

10. Differentiate ranging from Market and Industry.

Fill in the blanks for ques. 11 to 15.

11. The demand For business goods is ultimately dependant on the demand for consumer goods. This kind of demarid is known as __.

12. A gathering of 6-8 people who are invited to spend a few hours with a moderator to explain a product, service or brand is known as __.

13. Schools, nursing homes, hospitals prisons, colleges come under __ market.

14. The opportunity give by advertising For dramatizing a company and its products and brands is known as __.

15. Soliciting customers to buy by calling them on their telephones and talking about a product is called __.

ans actual or False for ques. 16 to 20.

16. Sales Promotion is generally used to enhance short-term revenue and boost sagging sales.

17. Guerilla marketing refers to marketing agriculture commodities and animal foods.

18. Selling to well described concentrated segments of the market instead of to everyone is known as segmentation.

19. The market share is known as annual growth rate oithe market in which the business operates.

20. A persons trend of residing in the world as expressed in activities, interests and opinions is referred to as lifestyle.

part B
ans any 5 ques.. every ques. curries eight marks. (5x8 marks=40 marks)

21. discuss the GE Matrix with examples.

22. What is PLC? List 2 strategies for every stage.

23. discuss Ansoff's Product Market Gridd with suitable examples.

24. List the (lie 8 positioning strategies with an example for every.

25. elaborate the elements ofrnarketing mix ? discuss at lowest attributes for every.

26. discuss the the subsequent : Market Challenger, Market Nicher and Market Follower with an example for every.

27. discuss how you would segment and position a new brand ofaflershave lotion. provide a brand name and discuss your reasons.

SECTION-C
ans Q 28 or Q 29. Q. 30 is compulsory. every ques. carries 20 marks. (2x20 marks=40 marks)

28. Draw up a marketing plan For launching a new 200-cc bike from TVS, branded TVS-Fury.

or

29. discuss the New Product Development process with an example.

30. Case Study : Cafe Coffee Day : Facing the Heat.

Coffee Day was the company that made the Indians lust for coffee like never before and got people to spend Rs. 35 for a single cup of coffee! Yet, in doing so, the company spawned a host of competitors and how it sees its own sales growth slowing. lo slay ahead ofmounting competition ranging from Quicky’s and Barista. Cafe Coffee Day is using a number of sategies. Starbucks, the American coffee shop chain is also arriving in India soon. For 1 it is feverishly trying to push Out innovative new non-coffee products, such as a combo of tea And juice, cold non-coffee beverages, cola and even snacks. It is also setting up kiosks and attempting to sell branded coffee beans through supermarkets. It also is poised to redefine its business strategy by moving closer to becoming a multi-purpose restaurant chain, which serves notjust coffee. It is also trying to retain customer loyalty by rolling out customer development programmes like Cafc Citizen programme. Meanwhile, Barista the fast growing espresso chain plans to double the number of its coffee bars to 400 by end-2005. And Tata Coffee is picking up stake in Barista to enhance its portfolio.

Questions:

1. Where does Cafe Coffee Day obtain itself in terms of its life cycle?

2. What strategies, in terms of positioning and segmentation, can it adopt to tight competition?

3. By launching non-coffee products will Coffee Day’s market be affected ? How?

4. Draw up a larger picture of the Indian coffee market and comment on the current case with respect to it.

Earning:   Approval pending.