NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

(DEEMED UNIVERSITY)

 

DISTANCE LEARNING PROGRAMMES IN MANAGEMENT

 

MAY 2005 EXAMINATION

 

MARKETING PLANNING & MARKETING RESEARCH

 

PGDMM II

 

 

DATE : 10 / 5 / 2005 TOTAL MARKS : 100

TIME : 10 AM TO 1 PM

 

Note : all questions are compulsory

 

 

Q1 Fill in the blanks

 

1.      _______________ strategy means launching a product at a high price as well as high promotional levels.

 

2.      In the BCG Matrix SBU having high market growth and high market share are ______________.

 

3.      The different elements of a Promotional Mix are ____________, ___________ , ______________ and _____________.

 

4.      ____________ of product mix refers to the total number of items in the mix.

 

5.      ____________ distribution means one retailers serving a given area is granted sole rights to carry the product.

 

6.      Extending existing brand name to the new product category is called ___________.

 

7.      The three component of attitude are _____________, _____________ and ____________.

 

8.      The two sources of data are ____________ and _____________.

 

9.      Setting existing products to existing markets is called _____________ strategy.

 

10. ______________ is a sampling method where each member of the population has a fair and equal chance of being selected in the sample.

 

Write short notes - Do any Five (50)

 

1.      Gap Analysis

2.      Branding Strategies

3.      Requirement of a Good Report

4.      Non-Probability Sampling

5.      Attitude Measurement

6.      Environmental analysis

7.      Distribution strategy

 

Q3 Do any two questions

 

1.            Discuss the different research designs and situations in which you will use it

2.            Discuss the various steps in the market research process.

3.            Discuss the marketing strategies in the various stages of the PLC

4.            What are the different methods for setting promotional budgets.

 

Q4 Do any one question

 

1.      A recent survey on washing machines conducted among housewives showed that most of them belonged to middle income households, were generally employed had growing up children and preferred a compact, easy-to-use, top-loading washing machine. They wanted a machine that gets clothes clean and comes with a trouble-free service. If you were the marketer of Whirlpool's washing machine, how will you use this information for planning your marketing strategy?

 

 

2.      A company wishes to launch a new tooth paste which can effectively prevent cavities and tooth decay as well make teeth whiter. But the tooth paste markets is highly crowed with multiple brands. Design a questionnaire to identify product attributes important to consumers and consumer purchase behaviour. Also decide the target group on whom the questionnaire can be executed.

 

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