Ranchi University 2009 M.B.A Marketing Management Sales Promotion Management MM (3202) - Question Paper

Full marks: 70 Time: three hours

Candidates are needed to provide their answers in their own word as far as practicable

The figures in the margin indicate the full marks.

ans both the ques..

1. learn the case carefully and ans the subsequent questions: [Marks 20]

Mr. Woodruff, vice-president of marketing of the bowling products division of American Machine and Foundry Company, was faced with a decision regarding a proposed new training program for bowling products sales personnel. AMF, an old established manufacturer of several lines of industrial products, had got into the bowling market early through the acquisition and manufacture of the 1st commercially practical automatic pin spotter.
The bowling industry developed and changed, the roles of AMF industry also grow and changed. Bowling division products had been sold by 2 groups of sales personnel. In latest years, the bowling industry had ceased to be a growth industry, and a larger share of AMF booking sale was concentrated in supplies instead of equipment. As a result, the 2 sales forces were recognized, it became necessary to give a program for retraining for the new combination sales people.

(a) How long should the formal program last?
(b) Should formal training be preceded by a few sort of indoctrination? provide reasons.
(c) Prepare a training proposal for AMF which would suggest an efficient way of presenting
product info to large number of new persons.

2. ans any 2 of the following: 10×5=50
(a) Develop a complete sales promotion program for a new brand of any cellular phone.

(b) explain the different method of trade sales promotion. In your view, which method is more
suitable?

(c) discuss 'consumer-Franchise building' with special reference to fast moving consumer goods.

(d) 'Promotion planning and optimization lets retailers plan, optimize and execute more profitable
promotional plans.' Elucidate with an example.

(e) explain the opportunities for increasing sales promotion program effectiveness in Indian
scenario.

(f) 'Promotion is all about companies communicating with customers.' explain

(g) explain the upcoming patterns in sales promotion and expectations at the time of purchase.

(h) Investment in the development of new vaccines is sub-optimal and changing this situation
requires a creative blend of "push" and "pull" strategies.

(i) Examine the reasons that are favorable for the growth of sales promotion in Indian market.

Earning:   Approval pending.