NMIMS University 2005 Post Graduate Diploma Marketing Management keting Planning & keting Research - exam paper

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES Deemed University
PGDMM II
Marketing Planning and Research
Marks : 100
Hours : 3
Date- 20-12-05
part I :Fill in the blanks are for 14 marks
part II:Short ques. are for 50 marks
part III: is of 36 marks


part I

Fill in the Blank

1. Attempting to woo the end customer directly through advertising is and consumer promotion is called __________ strategy.

2. A firm which holds the largest market share in the industry is a ___________.

3. If the manager describes the research issue poorly which potential fault in the research process did they commit___________.

4. The only statistical sampling method which allows the researcher to measure the reliability of the sample data is _______________.

5. SBU stands for _____________

6. SBU classification in BCG matrix is based on _________

7. SBUs with low relative market share as well as low market growth rate are called ______________.

8. GE matrix is based on _____________


9. _________________Strategy involves launching a new product at low price as well as low promotion level.

10. Market ______________is a firm that targets a small but specific segment which is left untapped by larger players

11. _______________ of product mix refers to the total number of product lines a firm carries.


12. Extending existing brand name to new sizes, flavours etc. in an existing product category is called ____________.

13. ____________ distribution means 1 retailers serving a provided area is granted sole rights to carry the product.

14. The various elements of a Promotional Mix are ____________, ___________ , ______________ and _____________.


SectionII

Write short answers(150 words) for the subsequent ques. (any 10)

1. discuss different strategic choice provided by Ansoff matrix

2. elaborate the various methods used for setting promotional budget

3. elaborate the various kinds of decisions

4. elaborate attitude and its component

5. elaborate the advantages and disadvantages of a secondary data

6. elaborate the advantages and dis- advantages of focus group method

7. How is experimental research various from descriptive

8. elaborate the various strategic choices available to a markete4 for expansiob of its product line

9. What do you mean by gap analysis

10. elaborate the strategies for the growth stage of the PLC.

11. Briefly define the different kinds of scales.

12. What is a control and an experimental group

13. elaborate the factors which affect length of channel.

14. What should be the pricing strategy for established product.


part III

Do any 2 ques.

1. You are a part of the product – management team of HLL laundry detergent line. Your groups objectives is to challenge P&G’s Ariel the market leader , but you are not sure how you should proceed explain the pro and cons of the subsequent frontal, flanking encircling or guerrilla strategy used by a challenger.

2. A manufacturer of Soap like DOVE obtains that the product has reached the stage of maturity. Briefly define the different strategies available to revive the product.

3. You are the marketing manager of Johnson and Johnson firm which has been carrying a number of baby products on its product line . the company wishing to diversify and expand its product mix. Briefly define what product line extension and brand extensions should it undertake. Justify your ans.

Earning:   Approval pending.