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    This document appears to be an exam for a marketing management course. It contains 6 questions testing students' understanding of key marketing concepts and frameworks. The first question defines marketing and sales. The second describes different marketing concepts. The third asks students to develop a marketing plan for launching a new detergent powder brand. The fourth defines customer-related terms. The fifth requires drawing several matrices and charts used in strategic marketing analysis.

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    This document appears to be an exam for a marketing management course. It contains 6 questions testing students' understanding of key marketing concepts and frameworks. The first question defines marketing and sales. The second describes different marketing concepts. The third asks students to develop a marketing plan for launching a new detergent powder brand. The fourth defines customer-related terms. The fifth requires drawing several matrices and charts used in strategic marketing analysis.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    15 views2 pages

    Marketing

    Uploaded by

    abbysingh
    This document appears to be an exam for a marketing management course. It contains 6 questions testing students' understanding of key marketing concepts and frameworks. The first question defines marketing and sales. The second describes different marketing concepts. The third asks students to develop a marketing plan for launching a new detergent powder brand. The fourth defines customer-related terms. The fifth requires drawing several matrices and charts used in strategic marketing analysis.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Enrollment Number:

    Singhania University
    School of Law and Management
    Semester End Examination, December 2010
    (Marketing Management)
    MBA-I Semester
    Time Duration- 3 Hours Total Marks- 70

    1. Define Marketing. Differentiate between Marketing and Sales (5)


    2. Describe in brief the following concepts with examples- (10)
    a. The production concept
    b. The product concept
    c. The selling concept
    d. The marketing concept
    e. The customer concept
    f. The societal marketing concept

    3. You are one of the Brand Managers of Hindustan Unilever Company. CEO Nitin (20)
    Paranjape has asked you to launch a Detergent Powder in the market. Kindly prepare
    the following details (in that order) for discussion-
    a. Brand name
    b. Target segment
    c. Logo
    d. Brand Ambassador
    e. Positioning (It must match with the personality of the Brand Ambassador)
    f. Punch Line
    g. Packaging
    h. Pricing
    i. Distribution
    4. Define the following terms- (15)
    a. Customer perceived value (CPV)
    b. Customer lifetime value (CLV)
    c. Customer relationship management (CRM)
    d. Customer profitability analysis (CPA)

    5. Please draw the following matrices/grids/charts- (20)


    a. Boston Consulting Group (BCG)- The growth share matrix
    b. GE Matrix (Market attractiveness-competitive- position portfolio classification
    and strategies)
    c. Value chain
    d. The Strategic Planning Gap & Ansoff’s Product-Market expansion grid
    e. Product Life cycle
    f. Porter’s five forces model

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