Birla Institute of Technology & Science, Pilani Distance Learning Programmes Division Second Semester 2006-2007 Mid-Semester

Test (EC-1 Regular) Course No. Course Title Nature of Exam Weightage Duration Date of Exam Note:
2. 3. 4.

: QMJ ZC411 : MARKETING : Closed Book : 40% : 2 Hours : 03/02/2007 (FN)

No. of Pages =1 No. of Questions = 4

1. Please follow all the Instructions to Candidates given on the cover page of the answer book.
All parts of a question should be answered consecutively. Each answer should start from a fresh page. Mobile phones and computers of any kind should not be brought inside the examination hall. Use of any unfair means will result in severe disciplinary action.

Q.1.

In the light of the changing business environment describe the characteristics of new economy and how marketing as a function has changed in its role and scope? Highlight the competencies required by today’s marketers in order to be successful. (5 + 5 = 10) Describe the five stage model of the Buying Decision Process giving a suitable example. (5 + 5 = 10 What do you understand from Segmentation, Targeting and Positioning (STP) strategies? Discuss the challenges in designing marketing mix strategies for a small sized car priced at Rs.1 Lac for the Indian market. (5 + 5 = 10) Shaadi.com has been wondering how to bring back customers to its website. This is because once the objective of the customer to find a match has been achieved, and the customer has no reason to return. The advertising revenues of Shaadi.com are linked to a number of customers the site is able to retain. What marketing concept and strategy should the company apply in order to solve the above issue? (10)

Q.2.

Q.3.

Q.4.

Birla Institute of Technology & Science, Pilani Distance Learning Programmes Division Second Semester 2006-2007 Comprehensive Examination (EC-2 Regular) Course No. Course Title Nature of Exam Weightage Duration Date of Exam Note:
6.

: QMJ ZC411 : MARKETING : Open Book : 60% : 3 Hours : 31/03/2007 (FN)

No. of Pages =1 No. of Questions = 6

5. Please follow all the Instructions to Candidates given on the cover page of the answer book.
All parts of a question should be answered consecutively. Each answer should start from a fresh page. Procter & Gamble and HLL are highly competitive companies in the shampoo market. Both the companies have brands for various segments, It may be worthwhile to mention that HLL has created and nurtured Sunsilk and Clinic brands for more than two decades in the Indian market. P & G's Pantene, HLL's Organics and Colgate Palmolive's Optima got into the market almost the same period of time. Pantene and Optima were priced around Rs. 72 for 180 ml (some months after the launch) while Organics was priced at around Rs. 65.15 for 180 ml. The three brands were also available in sachets. They were positioned with ''hair care/nourishing" propositions. Comment on the pricing approach of the three brands mentioned above. [10] [5]

Q.1

Q.2 (a) Q.2 (b)
[5]

Discuss the four distinct stages in product life cycle.

Identify at what stages of their respective PLCs are the following products in the Indian market and accordingly suggest suitable strategies for these products (i) Mobile Phones (ii) Fashion fabrics Discuss the major objectives of Sales Promotion. As a marketer of a leading consumer durable company, when do your consider it an appropriate time to organize such promotions and why? Personal Selling and Advertising are the two major vehicles of communication for marketing industrial products. Discuss with a suitable example of your choice. [5 + 5 = 10] ACC is a well-known brand in the category of cements. It has a large distribution network of around 7000 stockiests and 120 C & F agents. In 1995, the company's market share declined to 15% from the earlier 30%. About three years back the brand opened its first company owned retail outlet called 'ACC Ki Duniya" (World of ACC). The outlet reassures the customer about the genuine material and encourages interaction. This type of outlet is also likely to enhance the company's image. Comment on the pros and cons of an outlet of this kind. Would such outlets alone enhance sales. Explain. [5]

Q.3

Q.4 (a)

Q.4 (b)

A restaurant in your city wants to ascertain the image it has in the minds of its patrons. Construct a five point scale to measure the perceived image of the restaurant, using Likart Scale and Semantic Differential Scale. Make sure that the five items under each format correspond to the same five dimensions. [5]

Q.5

A leading chocolate company has developed strategies for growth. It planned for the following strategies: 1. Promote chocolates as gifts for festivals. 2. Promote the product for use by adults and not just children 3. Develop a market for chocolates in semi-urban and rural areas 4. Develop a chocolate with caramel and wafers as a snack food for children 5. Develop a chocolate flavored health drink to be promoted through doctors. Plot these strategy plans in the product-market expansion grid. [10] Marketing social issues is more challenging than product/ service marketing. Explain with the help of an example. [10] **********

Q.6

Birla Institute of Technology & Science, Pilani Distance Learning Programmes Division Second Semester 2006-2007 Mid-Semester Test (EC-1 Regular) Course No. Course Title Nature of Exam Weightage Duration Date of Exam Note: : QMJ ZG523 : PROJECT MANAGEMENT : Closed Book : 40% : 2 Hours : 03/02/2007 (AN)

No. of Pages =1 No. of Questions = 5

7. Please follow all the Instructions to Candidates given on the cover page of the answer book.
8. All parts of a question should be answered consecutively. Each answer should start from a fresh page. 9. Mobile phones and computers of any kind should not be brought inside the examination hall. 10. Use of any unfair means will result in severe disciplinary action.

Q.1.

Project management has also been called ‘risk management.’ Discuss whether this is an appropriate description of the field or not , giving reasons and examples for your arguments. (8) What do you understand by ‘program management?‘ Is program management the same as project management or are they different? Discuss fully giving examples the use of both the phrases in various contexts. (8) How does a project manager arrive at a suitable technical configuration for his project? Discuss all aspects giving suitable examples. (8) Develop a budgeting procedure for a contractor who works on small housing projects. (8) Explain ‘accounting rate of return‘ with a suitable example.

Q.2.

Q.3. Q.4. Q.5 (a)

Q.5 (b)

Consider a project whose data is given below : Year 1 2 3 4 5 Book value of investment, Rs 90,000 80,000 70,000 60,000 50,000 Profit after tax, Rs 20,000 22,000 24,000 26,000 28,000

Calculate the accounting rate of return for this project. Is the project good for investment? (2 + 4 + 2 = 8)

Birla Institute of Technology & Science, Pilani Distance Learning Programmes Division Second Semester 2006-2007 Comprehensive Examination (EC-2 Regular) Course No. Course Title Nature of Exam Weightage Duration Date of Exam Note: : QMJ ZG523 : PROJECT MANAGEMENT : Open Book : 60% : 3 Hours : 31/03/2007 (AN)

No. of Pages =2 No. of Questions = 5

11. Please follow all the Instructions to Candidates given on the cover page of the answer book.
12. All parts of a question should be answered consecutively. Each answer should start from a fresh page. 13. Mobile phones and computers of any kind should not be brought inside the examination hall. 14. Use of any unfair means will result in severe disciplinary action.

Q.1

Using the following information for a project, develop the optimal time-cost solution. Indirect project costs are Rs 50,000 per day : Activity A B C D E F Preceeding activities A C D B,E Normal time days 6 10 5 4 9 2 Crash time days 6 8 4 1 7 1 Cost per day to crash, Rs 25,000 15,000 35,000 30,000 40,000 [12]

Q.2

The following table contains information related to a research project:

Activity Predecessor Time (days)

a 5

c a 8

d c 2

b a 7

e 3

f e 6

i b,d 10

m f,i 8

g 1

h g 2

k h 17 [6] [6] [6]

(i) Draw an AON network for the project. (ii) Draw an AOA diagram for the network. Q.3 (a) Q.3 (b) What factors make a project high-risk? Explain with examples.

The expected cash inflows from a project and the associated risk probabilities are as under : Expected cash inflows Rs Risk % 20,000 70 30,000 60 40,000 90 10,000 80

If the project sponsor will like to go ahead with the project if a minimum of Rs 20,000 of cash inflow is expected, what is the overall chances of his being successful with his investment in this project? [6]

QMJ ZG523 (EC-2 REGULAR) PAGE 2
Q.4

SECOND SEMESTER 2006-2007

Five projects A, B, C, D, and E are being evaluated by a firm for identifying the optimum combination of projects for investing the available funds. A sum of Rs 55,00,000 is readily available for investment and Rs 45,00,000 will be available after one year. All the five projects have an implementation period of 2 years each. The estimated cash outflows for the five projects during the 2 years of implementation and the anticipated NPV of all the five projects are as given below : Project A B C D E First yr cash outflow (Rs in lacs) 15 25 20 30 40 Second yr cash outflow (Rs in lacs) 12 20 20 15 30 NPV (Rs in lacs) 65 69 60 60 200

How do you go about choosing the optimum project combination using NPV as the criterion in this case ? [12]

Q.5

You are required to deliver a one-hour lecture to the newly appointed trainees in the Projects Department of your company on “Project Management Techniques.” Prepare a comprehensive lecture. [12]

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Birla Institute of Technology & Science, Pilani Distance Learning Programmes Division Second Semester 2006-2007 Mid-Semester Test (EC-1 Regular) Course No. Course Title Nature of Exam Weightage Duration Date of Exam Note: : QMJ ZG611 : STRATEGIC MANAGEMENT & BUSINESS POLICY : Closed Book : 40% No. of Pages =1 : 2 Hours No. of Questions = 4 : 04/02/2007 (FN)

15. Please follow all the Instructions to Candidates given on the cover page of the answer book.

16. 17. 18. 19. 20. 21.

All parts of a question should be answered consecutively. Each answer should start from a fresh page. Mobile phones and computers of any kind should not be brought inside the examination hall. Use of any unfair means will result in severe disciplinary action. All answers should be analytical, precise yet complete. Verbose, rambling answers will get no credit. Support all your answers with lucid arguments, illustrations and examples wherever applicable. Present your answers in a coherent set of lucid, serially numbered points.

Q.1. Q.2. Q.3. Q.4.

Elucidate the vital factors you would consider to identify a company’s strategy.

(10)

“The managerial process of crafting and executing a company’s strategy consists of five interrelated and integrated tasks.” Explain them. (10) Describe the most common driving forces for crafting and executing strategy. (10)

Specify and describe the five competitive strategy approaches propagated by Porter. (10)

***********

Birla Institute of Technology & Science, Pilani Distance Learning Programmes Division Second Semester 2006-2007 Comprehensive Examination (EC-2 Regular) Course No. Course Title Nature of Exam Weightage Duration Date of Exam Note:
23. 24. 25. 26. 27.

: QMJ ZG611 : STRATEGIC MANAGEMENT & BUSINESS POLICY : Open Book : 60% No. of Pages =1 : 3 Hours No. of Questions = 5 : 01/04/2007 (FN)

22. Please follow all the Instructions to Candidates given on the cover page of the answer book.
All parts of a question should be answered consecutively. Each answer should start from a fresh page. Mobile phones and computers of any kind should not be brought inside the examination hall. Use of any unfair means will result in severe disciplinary action. All answers should be analytical, precise and complete. Support all answers with appropriate examples and illustrations.

Q.1. Q.2. Q.3. Q.4. Q.5.

“Strategy formulation and implementation, to be effective, should invariably be democratic”-- Discuss. [12] How do cultural forces influence the strategic performance? Explain with illustrations. [12] How does Corporate-level strategy differ from International level strategy? Illustrate. [12] Why do corporates diversify? “Diversify or perish” is the ethos of modern business – Defend your answer. [12] Describe the role of “inherent strength” of the business as the core competence. How do external forces play an important role in the process of regenerating competence? [12] ********

Birla Institute of Technology & Science, Pilani Distance Learning Programmes Division First Semester 2006-2007 Mid-Semester Test (EC-1 Regular) Course No. Course Title Nature of Exam Weightage Duration Date of Exam Note: : QMJ ZG621 : SUPPLY CHAIN MANAGEMENT : Closed Book : 40% No. of Pages =1 : 2 Hours No. of Questions = 7 : 03/09/2006 (AN)

28. Please follow all the Instructions to Candidates given on the cover page of the answer book.
29. All parts of a question should be answered consecutively. Each answer should start from a fresh page. 30. Mobile phones and computers of any kind should not be brought inside the examination hall. 31. Use of any unfair means will result in severe disciplinary action.

Q.1. Explain the push/pull and cycle view of the processes within a supply chain. Q.2. List and explain the three basic steps for achieving strategic fit.

[6] [7]

Q.3. Explain the role of each of the major drivers of supply chain performance in the competitive strategy. [5]

Q.4. Explain the measures of customer service that are influenced by the structure of the distribution network. [5] Q.5. Describe the four phases in the framework for network design decisions. Q.6. Discuss the ideas that managers should consider to make better supply chain network design decisions under uncertainty. [7] [5]

Q.7. What is the role of forecasting in Supply Chain? Also explain the characteristics of forecasting. [5] **********

Birla Institute of Technology & Science, Pilani Distance Learning Programmes Division First Semester 2006-2007 Comprehensive Examination (EC-2 Regular) Course No. Course Title Nature of Exam Weightage Duration Date of Exam Note: : QMJ ZG621 : SUPPLY CHAIN MANAGEMENT : Open Book : 60% : 3 Hours : 29/10/2006 (AN)

No. of Pages =1 No. of Questions = 7

32. Please follow all the Instructions to Candidates given on the cover page of the answer book.
33. All parts of a question should be answered consecutively. Each answer should start from a fresh page. 34. Mobile phones and computers of any kind should not be brought inside the examination hall. 35. Use of any unfair means will result in severe disciplinary action.

Q.1.

How do trade promotions and price fluctuations impact coordination in the supply chain? What pricing and promotion policies can facilitate coordination? [7] Discuss why the high tech industry has been the leader in adopting supply chain IT systems? [7] Amazon.com sells books, music, electronic, software, toys and home improvement products online. In which product category does e-business offer the greatest advantage compared to a retail store? In which product category does e-business offer the smallest

Q.2. Q.3.

advantage compared to a retail store? Justify your answer. [8] Q.4. The Gap has started selling through its on-line channel along with its retail stores. Management has to decide which products to carry at the retail stores and which products to carry at a central warehouse to be sold only via the on-line channel. The Gap currently has 900 retail stores in United States. Weekly demand for large khaki pants at each store is normally distributed with a mean of 800 and a standard deviation of 100. Each pair of pants costs $30. Weekly demand for purple cashmere sweaters at each store is normally distributed with a mean of 50 and a standard deviation of 50. Each sweater cost $100. The Gap has a holding cost of 25 percent. The Gap manages all inventories using a continuous review policy and the supply lead-time for both products is four weeks. The targeted cycle service level is 95 percent. How much reduction in holding cost per unit sold can The Gap expect on moving each of the two products from the stores to the on-line channel? Which of the two products should the Gap carry at the stores and which at the central warehouse for the on-line channel? Why? Assume demand from one week to the next to be independent. [9] The consumption of coal in power plant in California is at the rate of 100,000 lbs for each day. The coal comes from Wyoming. Coal costs $0.02 per lb. Holding costs at the Power Plant are 30%. Transportation choices available are as follows:

Q.5.

Train Lead time = 20 days Carload = 100,000 lbs at $ 5,00 Full train (40 cars) at $15,000 per train

Truck Lead time = 5days Small TL (40,000) for $2,200 Large TL (60,000) for $2,800

Safety inventory of coal is kept at twice the consumption during lead-time of supply. What transport choice do you recommend? [9] Q6 Weekly demand for palms at B&M is normally distributed with a mean of 3,500 and a standard deviation of 500. The replenishment lead time is two weeks. Assume that the demand is independent from one week to the next. Evaluate the fill rate resulting from the policy of ordering 10,000 palms when there are 7,000 palms in inventory. The value of F (1.414) is 0.92. [6] What is Implied Demand Uncertainty? Discuss the levels of Implied Demand Uncertainty with example. [6] Give the arguments to support the statement that “Wal-Mart has used each supply chain driver to achieve strategic fit between competitive strategy and supply chain strategy.” [8] *******

Q.7 (a) Q.7 (b)