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    marketing management

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
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    115 views14 pages

    Marketing Mangement

    Uploaded by

    Chaitanya Pillala
    marketing management

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 14
    (2012) GAYATRI VIDYA PARISHAD ~~~ COLLEGE FOR DEGREE amy run COURSES (AUTONOMOUS) BA Semester — IT MARKETING MANAGEMENT (W.e.f 2015-16 Admitted Batch) Date: 24-04-2018 Max. Marks: 70 TIME:10.00 AM TO 1:00 PM SECTION - A Answer any Five of following questions §x3=15M 1 Define Marketing Management. ;- ote ©@ 2 Whatis Marketing Mix? ‘ et 3. STP Process. 3 ae 4 Define consumer behaviour. Rae 5 Industrial Goods. Poe . 6 Define Brand. co 7 Sales Promotion. 8 Concept of Packaging. SECTION -B Answer the following questions 5X8=40M 9(A) What is the importance of marketing management? Discuss. OR Explain the core concepts of marketing management. the levels of segmentation process. OR factors affecting the consumer behaviour? about the product classification. OR ding. Explain the branding process. he types of intermediaries and their role in distribution. OR meaning, objectives and pricing strategies. re the elements of promotional mix? { OR ting Marketing Communication process. SECTION -C 14. Case Study. (COMPULSORY) 15 M Ehen Zong Qinghou, a Chinese farm worker, started a company of beverages and ice creams with two retired teachers in 1987, hardly anyone could have imagined that this company could give sleepless nights to global giants such as Coca-Cola and Pepsi Co. But the new company, Wahaha, the pride of many contemporary Chinese consumers, has managed to do just that. Wahaha, one of the leading homegrown Chinese beverage brands, had revenues of US $1.37 billion and profits of US $162.7 million in 2004.Wahaha, which is meant to mimic the sound of a baby laughing , demonstrates clearly what great brand stories are made of. The company started small, and in 1991, it merged with the state owned Hangzhou canning factory. The 1996 joint venture a) Donone group gave the company foreign investment to the extent of US $45 million. After dabbling in many product categories, it launched its trademark brand the ‘future cola’ in 1998 to compete against the global cola giants. Today, Wahaha’s product portfolio includes milk and yogurt drink, purified and mineral water, carbonated soft drink, fruit and vegetable juice, sports drink, and iced tea including cognee, canned food and health products. Wahaha has been careful in its strategy to compete against the global cola and food giants. As the fashion conscious Chinese consumers seem to prefer the global colas in the larger coastal Chinese cites, Wahaha has till now focused on rural and semi-urban Chinese areas. Further, the Wahaha brand has generously used home grown celebraties for all its products. This is in line with its overall strategy to position Wahaha as a patriotic company and to tap into the patriotic fervor of the Chinese consumers. By projecting Wahaha’s products as china’s own, the Wahaha brand has carved out a clear positioning in the market against the global brands. But wheth« egy will work in the long run is a million dollar question and will require in ce the brand promise and its careful delivery in a hostile evry GAYATRI VIDYA PARISHAD COLLEGE FOR DEGREE AND PG. COURSES (AUTONOMOUS) M.B.A Semester ~ II MARKETING MANAGEMENT (Wee.f 2014-15 Admitted Batch)= ~~ 7 fF Date: 26-04-2017 Max. Marks: 70 TIME:10.00 AM TO 1:00 PM J. SECTION Answer any Five of following questions 5x3=15M 1 Meta marketing concept. 2 Cash cow businesses. 3. Brand positioning. 4 Brand loyalty. 5S Product levels. a 6 Labelling. 2 i Vertical marketing. 8 Marketing ethics. SECTION - B Answer the following questions 5x8=40M 9(A) Examine various strategies adopted by market leaders. OR (B) Define marketing research. Bring out the procedure involved in it. oe Dabag cree behavior. Bring out the psychological factors that ( i a OR Examine various types of positioning strategies. involved in new product development process for a OR ine the pros and cons of ‘multi-branding strategy. re the roles played by retailers in the marketing of OR en (B) Explain the pros and cons of any two cost-oriented pricing methods. 13(A) Give a critical analysis of current profile of marketing in India OR (B) Examine various ethical issues involved in all the 4 Ps of marketing. SECTION -C 14. Case Study. 15 » Fruit market in India is an unorganized one. Though it has sales of thousands of crores per year with all seasonal and unseasonal products, it could not be organized as it is professional and bread winner to many farmers and uneducated street vendors. You, being an MBA graduate want to start a fruit stall on large scale with self-owned branches in Visakhapatnam city in Andhra Pradesh. You have raised Rs.2 crores finance from SBI for venturing into it. You want to get fruits from across India which are not usually available for citizens of Visakhapatnam in all seasons. You want to position your Fruit Fresh brand as “Fresh fruits for all seasons”. You are required to: 2 " 2 graphic and psychographic bases. ig strategy to face the local competition. —E [2012] GAYATRI VIDYA PARISHAD COLLEGE FOR DEGREE AND PG. COURSES (AUTONOMOUS) M.B.A (W.e.f 2014-15 Admitted Batch) Semester — II MARKETING MANAGEMENT Date: 29-04-2016 TIME: 10.00 AM TO 1:00 PM A cons) i 2: Bi 4 2 6 dt 8 Max. Marks: 70 SECTION -A { Answer any Five of following questions 5x3=15M Consumer panels. Marketing mix. Psychographics. Product Vs Services. Labeling. Loss leader pricing. Hypermarket. Ethics in marketing. SECTION -B Answer the following questions 5X8=40M What is the scope of marketing? Explain the different philosophies of marketing evolved from time to time. OR (B) Evaluate the role and importance of Marketing Information System. 10(A) What do you mean by STP? ‘Segmentation and Targeting are a basis for strategy formulation’ Justify. OR 5 FAS Bt 5 it market (B) Define consumer behavior and explain its significance in the curren! conditions. i ct Mi isions tak 11(A) Define ‘Product’. Discuss various product line deci en by re keting manager. ae OR a is branding? Explain the brand building process with the help of (B) Wh existing brand. 12(A) What is pricing? Discuss the pricing strategies for a FMCG product jn 4 highly competitive market. OR ; What do you understand by the term ‘Marketing Channels’? Write d (B) : the factors that may be considered while selecting a channel paw Elaborate each in detail. 13(A) How are advertising and sales promotion related to each other? Briel enumerate various techniques of sales promotion. OR (B) “Usage of internet has revolutionised the distribution management to a large extent.” Do you agree with the statement? Justify your answer. SECTION - C ic 14, Case Study (Compulsory) 1x 15=15M Howard Boothroyd is disappointed. His company, Novelty Creations has jus withdrawn from its latest venture after three unsuccessful months of trying tc market a new product.The company markets a tange of novelty ‘lifestyle’ products using a direct mail brochure and the internet. Products marketed include a rainwear range for dogs and cats, an automatic odour Protection device for bathrooms and “make-your-own’ birthday card kits. In its outdoor collection it markets a rate garden lights in the shape of garden gnomes and self-erecting clothes dryers. It las over one hundred individual personal items including nose-hair clippers, blood pressure monitors and earwax removal systems. i Win oc) is always looking for new product ideas as the essence o! Ping sales moving is novelty and interest, ‘The product just withdrawn after three L months in the brochure, and slightly longer on the Website, was an extended toenail __ clipper whereby a person could clip their toe nails without having to bend down ce products ye Boothroyd’s problem is that this is the tem!" w product failure ang ¢ is worried that the company is losing direction. New product ideas come from an in-house team consisting of Boothroyd and two other directors. All are from technical backgrounds Customers S eS is. Cus not consulted at the stage of idea generation as it is felt that they would be unable to grasp many early stage concepts. Idea generation sessions take place on the last Friday of every month and usually result in about ten new ideas being put forward and discussed. As the major shareholder of the company, Boothroyd takes it upon himself to select which, if any, of these ideas should be taken further with a view to including them in the product portfolio. He uses his own judgement in this screening process as he feels that the growth of the company is down to his ‘feel’ for the market. Once a product idea is selected, Boothroyd and his team find someone who ~ can make the product and it is then incorporated in the brochure and on the website. He believes that the best test of a product is whether it sells or not and for this reason no marketing research is conducted before its inclusion in the product portfolio. Once the product is launched, a small sample of customers are contacted randomly and asked to complete a questionnaire regarding their views on this product and other company products. Boothroyd is seriously concerned about recent product failures and is wondering if a different and perhaps more systematic approach to developing new products might be appropriate. He is looking for advice about what the company might be doing wrong and how it might improve its new product development procedures. Question Evaluate the company’s approach to new product development and suggest how the company might improve its success rate for future new products. ) P. t ; ig le ae ee B ‘GAYATRI VIDYA PARISHAD CO FOR.DEGREE AND P G COURSES (AUTONOMOUS) LB A (w.e-f 2014 -15 Admitted Batch) Semester — II MARKETING MANAGEMENT Date: 05-08-2015 Max. Marks: 70 TIME: 10:00 AM TO 1:00 PM SECTION - A . 5x3=15M Answer any Five of following questions 1. Selling Vs Marketing. 2. MIS. 3. Test marketing. 4. Industrial goods. FE 5. Packaging. 6. Price bundling. 3 7. Cobranding. [ 8. E-marketing. SECTION -B F 5X8=40M Answer the following questions pew Define the term “Marketing”. What are the core concepts of marketing? r Explain. OR (B) What is Marketing research? Explain the proc: marketing research. edure for conducting , sed fe 10(A) Explain the importance of market segmentation. What criteria are used for segmenting a market? : : OR (B) What are the steps involved in decision-making process of consumer? Explain in detail the post-purchase behavior of consumer. 11(A) What is Product mix? Explain the dimensions of the product mix suitable examples. vith OR (B) Explain various stages of Product Life Cycle (PLC). Discuss possi marketing strategies for these stages of PLC. 12(A) What are the objectives of pricing? Describe the chief pricing meth which are usually used to determine the price of a product. OR (B) What is a channel of distribution? Discuss the different channels available to a business enterprise for the distribution of goods to the consumer. 13(A) Which are the different components of IMC? Explain advantages and disadvantages of each. OR (B) What is Internet Marketing? Explain role of E-commerce in marketing “i° products of Indian consumers. SECTION - C 14, Case Study. 15M The holiday market represents a highly segmented and tary market. For example we have Saga type holidays aimed at the over >! * and designed to fill this group’s needs. On the other hand we have Club Med and Club 18-30, the latter in particular suggesting the age 2 > You have been appointed as the new marketing manager for a large travel group, Bon Voyage, offering a range of holiday packages aimed at several parts of the market. The group includes package tour operations, a nationwide chain of travel shops and a fleet of aircraft. One of the fastest growing parts of the travel market in recent years has been the cruise market. Once the domain of the privileged few, cruises are now available to a much wider target market as costs have come down and incomes have risen. Until now, the company that just been appointed by you has not been part of the cruise market. It now realizes it may have made a mistake in this respect and wishes to enter the market as soon as possible. The company has negotiated the provision of two cruise ships for the next season, which will sail round the Mediterranean and the Caribbean respectively. The ships have just been refurbished and offer the most up- to-date facilities. Other companies in this market have been predominantly targeting the middle-income groups. However, there remains a part of the market which is aimed only at the luxury end, with high prices and prestigious ships. The company has asked you to give them some preliminary advice about how to segment this market and which target segments might be most appropriate and why. It also wants to know how its product offerings in this area might be positioned so as to differentiate it from existing competitors. 1. Prepare a report on advice and information your company is seeking based on Segmenting, Targeting and Positioning. i %b GAYATRI VID ; a COLLEGE FOR DEGREE AND. re oan ott M.B.A (W.e.f. 2010-2011 Adi Semester — 11 MARKETING MANAGEMENT RSES (AUTONO: ; MOUS) mitted Batch) d Date: 31-07-2014 TIME: 10.00 AM TO 1:00 PM Max. Marks: 70 SECTION~A Answer any Five of following questions 5x3=15M 4 . Marketing Management. . Micro environment. . Target market. Promotional mix. 5. DAGMAR. Event marketing. PADAWRWHN . Advertisement v/s publicity. Marketing Information System. Pe SECTION - B Answer the following questions 5X8=40M .) Explain scope and importance of marketing. " OR arious methods of building customer satisfaction and value. nment factors which influence market activities. ion and benefits of segmentation. 2 ing and labeling strategies marketing. in new product development. Channel captain (e) [2489/7/1/08] in the various channels of distribution. 12(A)_Explain the variou ie (B) Explain the various pricing policies and methods. Explain t rits lemerits in direct marketing. xplain the merits and demerits in 13(A) (B) Explain the methods of sales promotion. SECTION — C 14. Case Study. we In August, 2011, Mr. Radha Krishna, the Proprietor of Mr. Restaurant,"was seriously considering the causes of sales decline anj lack of punclr in the area where he has lot of expectation. The idea uniquerone for Mr. Radha Krishna, but he is in a spot of bother of fini 6 the loop:hole; where the actual mistake was occurred. An Inspirational beginning Mr. Radha Krishna, who had around 27 years of experience in «Food & Nutritional Board situated in Mumbai, has many reasons to Say as quali) conscious minded. He worked closely with the nutritionists du service and is in a position to guide the people about nutritional facts figures of different food items. With the broad experience in his works place, he realized the importance of nutritional values and good die human beings and he used to guide his neighbours and friends abou! i cholesterol and nutritional values in different food items. After his pen. with the gratuity amount he has obtained for his service ¢*"* his origin place, Mangalore, a district in Southern Karnataké Mangalore, he found many restaurants doing unhealthy meas providing quality food for the customers. He himself tasted differ" i items in d Testaura his locality and observed the he content and nal values. At once, he asked a en owner about the unclean plates, ut he received * si ly. leaps TERY xy ie He came to know that in his locality there is no providing all the nutritional information and quality customers. When he shared this to his retired friends. Se , i , they g es to work out a plan to provide good hygienic food to the Steen him Particular restaurant Later, he along with his 10 workers started a restaurant named “ Truth Restaurant” in his locality with an investment of Rs.15 taka 0 i: January, 2010. The same day, at the beside road side, another aan “Lively & Lovely” was opened. Mr. Radha Krishna had a vision to achieve a great recognition in the history of restaurants in Mangalore. He kept the name as Mr. Truth to spread the under lied true facts of nutrition in food items supplied by the restaurant people to its consumers. a) Every customer who purchases a token to get Tiffin or lunch items are issued a free nutrition card of ID card sized. In that he mentioned fat, carbohydrates, sugar, proteins, vitamins, fiber, calories and water levels of the item purchased by the customer. b) He offered mainly two varieties of food items. One with zero oiled food pack and another with a slight mixture of oily content. c) He used to taste the food daily to ensure the quality and used to guide every customer about nutritional values with an aim to aware the customer about health consciousness. He managed his restaurant business for 8 months. On one day, when he had a morning walk, he observed good rush in the Lively & Lovely restaurant, He realized that the restaurant was opened on the same day and got good recognition in the short period. He also made a comparison of performance of his restaurant with Lively & Lovely restaurant with the help of his workers. The analysis resulted the following findings: The number of customers per day who used to visit his eo ae fiaca mae Sa q t, Ane the custome the particular rival homie as in his a: 3 .

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