Acharya Nagarjuna University (ANU) 2006 M.B.A Business Administration - III - KETING MANAGEMENT - Question Paper

M.B.A.(Second) DEGREE EXAMINATION, MAY 2006
PAPER - III - MARKETING MANAGEMENT

Time: 3 hours Maximum: 75 marks

part - A (3 X five = 15 marks)
1. ans any 3 questions:

(a) Marketing V/s. Selling
(b) Market segmentation
(c) Consumer behaviour
(d) Product packing
(e) Advertising.
(f) Sales forecasting.

part - B (3 X 15 = 45 marks)
ans any 3 ques.

2. explain the role of marketing in a developing economy like India.

3. describe .Marketing Research.. Examine its application in the marketing field.

4. discuss the factors that determine consumer behaviour.

5. explain how branding is important in the product development phenomenon?

6. describe .Marketing communication. elaborate the means of communication and their advantages?

7. discuss various distribution strategies under Marketing Management.

part - C (15 marks)
Compulsory

8. Dental care, a toothpaste was test marketed by XYZ company. The brand was similar to Colgate in taste and packaging. The Media advertising highlighted the hebal properties of Dental care which were akin to promise. 2 months after the launch tracking study revealed that Dental care has achieved 12% trial rate and a 1% repeat purchase rate. The outcomes were not as per expectations of the company as they had targeted a market share of 10%. After due analysis it was revealed that while the initial trail and repeat rate was satisfactory for the product category yet it was felt that media advertising has not been able to induce enough people to try the product. It was therefore felt that if trail rate could be increased to 40% and repeat purchase rate to 25% the brand could achieve its targeted market share of 10%. Dependence purely on advertising was ruled not being very expensive.

Questions:
(a) elaborate the options available to XYZ. company?
(b) How do you plan for achieving 10% market share for Dental care?

Earning:   Approval pending.