University of Mumbai 2004 M.Com Marketing Strategies and Plans ( - I) '04 - Question Paper

M.Com (Part I) Examination, October 2004
Marketing Strategies and Plans

N.B.
(1) Attempt any 2 ques. from every part.
(2) All ques. carry equal marks.
(3) ans to both parts should be tied together.


part – I


1. “A marketing strategy is a specific plan for allocating marketing resources to reach the marketing objectives.”
In the light of the above statement explain the steps involved in planning marketing strategy. (20)

2. “The external environment greatly constraints and sets limits on marketer’s decision.” explain. (20)

3. How will you consider the financial aspects of marketing, if you are appointed as marketing manager of a large
manufacturer firm? (20)

4. “For a strategy of market segmentation to be effective the market must be identifiable and measurable, accessible, substantial and responsive. Comment on the provided 4 criteria for effective use of marketing segmentation. (20)


part – II


5. Identify a few of the promotional strategies obtained in the growth stage of product life cycle. (20)

6. elaborate the most important factors for marketers to consider in choosing channel of distribution? (20)

7. Compare and contrast the 4 kinds of marketing control. Enumerate how every of them is important in assessing marketing effectiveness of a firm. (20)

8. Write notes on any 2 of the following: (20)

(a) Consumerism
(b) Rural Marketing
(C) Pricing Policies
(d) Social Marketing Approach.

Earning:   Approval pending.