Examination Paper of Marketing Management

IIBM Institute of Business Management

Examination Paper
Subject Code-B104 MM.100
Marketing Management

 This section consists of multiple choices and Short Notes type questions.
 Answer all the questions.
 Part one questions carry 1 mark each & Part two questions carry 5 marks each.
Section A: Objective Type & Short Questions (30 marks)
Part one:

Multiple choice:

I. “Image building” objectives are common in II. The concept of marketing mix was
type of market structure. (1) developed by (1)

a) Competition a) N.H Borden

b) Oligopoly b) Philip Katter
c) Monopoly c) Satanton
d) Monopsony d) W.Anderson

III. Marketing mix consists of (1) IV. The concept of marketing mix involves
a deliberate and careful choice of
a) Production recognition organization, product, price promotion,
b) Price structure place strategies and (1)
c) Distribution planning a) Policies
d) All of these b) Concept
c) Planning
d) All of these

V.Operating cost for new system is added into VI. Pricing strategy used to set prices of
implementation cost and is then divided by products that are must be used with
gains by improvements in productivity is called main product is called (1)
(1)
a) Optional Product Pricing
b) Product Line Pricing
a) Economic Value Added c) Competitive Pricing
b) Analysis Of Benefits d) Captive Product Pricing e
c) Return On Investment
d) Return On Public Offering

IIBM Institute of Business Management

 Examination Paper of Marketing Management

VII. New product pricing strategy through VIII. Company marketing mix that
which companies set lower prices to target market segments very
gain large market share is classified as broadly is called (1)
(1)
a. Optional Product Pricing
a. Mass Marketing
b. Skimming Pricing
b. Segmented Marketing
c. Penetration Pricing
c. Niche Marketing
d. Captive Product Pricing
d. Micromarketing
X. Which of the following is not a
IX. What does the term PLC stands for? characteristic of “Market Introduction
(1) Stage” in PLC? (1)
a) Product life cycle
b) Production life cycle a) Demands has to be created
c) Product long cycle b) Costs are low
d) Production long cycle c) Makes no money at this
stage
d) Slow sales volume to start
e) There is little or no
competition

Part Two:

1. Name and define the four Ps of the marketing mix? (5)

2. Definition of 'Pricing Strategies'? (5)

3. What is the role of a Marketing Plan? (5)

4. Describe the difference in Push & Pull distribution strategies? (5)

END OF SECTION A

Section B: Caselets (40 marks)

 This section consists of Caselets.

 Answer all the questions.
 Each Caselet carries 20marks.
 Detailed information should form the part of your answer (Word limit 150 to 200 words).

IIBM Institute of Business Management

 Examination Paper of Marketing Management

Caselet1

Because of its imaginative marketing, excellent new products, and fine service to customers,
the Westside Business Computers and Equipment Company grew to be a leader in its field, with
sales over Rs. 100 crores annually, high profit margins, and continually rising stock prices. It
became one of the favorites of investors, who enjoyed its fast growth rate and high profits. But
the president of the company, Mr. Desai, soon realized that the organization structure, which
had served the company so well, no longer fitted the company’s needs.

For years the company had been organized along functional lines, with vice-presidents in
charge of production, purchasing, finance, marketing, personnel, engineering, and research and
development. In its growth, the company had expanded its product lines beyond business
computers to include photocopying machines, projectors, and motion-picture cameras. As time
passed on, concern had arisen that its organization structure did not provide for profit
responsibility below the office of the president, did not appear to fit the far-flung nature of the
business now being conducted in many foreign countries, and seemed to emphasize the "walls"
impeding effective coordination between the functional departments of marketing, production,
and engineering. There seemed to be too many decisions that could not be made at any level
lower than the president's office.

As a result, Mr.Desai decentralized the company into fifteen independent domestic and foreign
divisions, each with complete profit responsibility. However, after this reorganization was in
effect, he began to feel that the divisions were not adequately controlled. There developed
considerable duplication in purchasing and personnel functions, each division manager ran his
or her operations without regard to company policies and strategies, and it became apparent to
the president that the company was disintegrating into a number of independent parts.

Having seen several large companies get into trouble when a division suffered large losses,
Mr.Desai concluded that he had gone too far with decentralization. As a result, he withdrew
some of the authority delegations to the division managers and required them to get top
corporate management approval on such important matters as (1) any capital expenditures
over Rs.5,00,000 (2) the introduction of any new products, (3) marketing and pricing strategies
and policies, (4) plant expansion, and (5) changes in personnel policies.
The division general managers were understandably unhappy when they saw some of their
independence taken away from them. They openly complained that the company was not very
sure about the organizational structure that it wants to follow. The president, worried about
his position, calls you in as a consultant to advise him on what to do.

Questions

1. Do you agree on what Mr. Desai did to regulate control was correct? (10)
2. What would you have done under these circumstances? (10)

Caselet2

IIBM Institute of Business Management

 Examination Paper of Marketing Management

Mr. Sachin, the Sales manager of the Blue Ridge Furniture Company, had just completed a two-
week trip auditing customer accounts and prospective accounts in the southern states. His
primary intention was to do follow-up work on prospective accounts contacted by sales staff
members during the past six months. Prospective clients were usually furniture dealers or
large department stores with furniture departments.
To his amazement, Mr. Sachin discovered that almost all the so-called prospective accounts
were fictitious. The people had obviously turned in falsely documented field reports and
expense statements. Company salespeople had actually called upon 3 of 22 reported furniture
stores or department stores. Thus. Mr. Sachin summarized that salespeople had falsely claimed
approximately 85 percent of the goodwill contacts. Further study showed that all salespeople
had followed this general practice and that not one had a clean record.
M r. Sachin decided that immediate action was mandatory although the salespeople were
experienced senior individuals. Angry as he was, he would have preferred, firing them. But
he was responsible for sales and realized that replacing the staff would seriously cripple the
sales program for the coming year.

Questions

1. As Mr. Sachin, what would you do now to resolve the problem of the false
reports? (10)

2. What could Mr. Sachin have done to prevent this problem? (10)

END OF SECTION B

Section C: Applied Theory (30 marks)

 This section consists of Applied Theory Questions.

 Answer all the questions.
 Each question carries 15marks.
 Detailed information should form the part of your answer (Word limit 200 to 250
words).

1. What is marketing mix in marketing management? What are the seven (7) elements of
marketing? (15)

2. What are the goals or objectives of marketing? (15)

END OF SECTION C

S-2-010619

IIBM Institute of Business Management