Roll No:...................................

(To be filled in by the student)

APEEJAY SCHOOL OF MANAGEMENT

Dwarka, New Delhi

End Term Examinations –2021

PGDM Term: III
________________________________________________________________
Marketing Management II
________________________________________________________________
Set A
Time Allowed: 3 Hours Total Marks: 50
Instructions to Candidates:

1. Please check that this question paper has 2 pages.

2. All sections are compulsory.

________________________________________________________________

Attempt any 5 questions. All questions carry equal marks. 50 Marks

Note: Answer all questions in relation to your chosen company and in case referring to any
particular brand do mention it in the beginning of the answer.

1. What service aspects are provided with the product? List specific examples of how you
can incorporate all five elements of service quality into your product offering. What
tactics can you define that would minimize any potential service quality gaps?

2. As a Product Manager of one of the product of your company, you are in charge of
pricing new products. Your product team has developed a revolutionary product which is
difficult to copy by your competitors. Should you adopt a skimming or penetration
pricing strategy? Justify your answer in relation to the chosen product.

3. Describe the marketing channel system adopted by your company for one of its
product. If your company plans to develop a distribution channel for its new medium
priced product (same product category) for young savvy consumers. What factors will
you consider for the selection of channels for distribution?

4. Taking an example of any product of your company explain how they can adopt M-
Commerce and what are the key issues in their m-commerce?

5. As a promotional manager for a new line of products developed for preteen and teens by
your company, you have been assigned the task of deciding the promotional mix
elements for promoting it. Your budget for promotion is limited for this new line of
product. Write a promotional plan explaining your choice of promotional mix elements
 given the nature of product, the stage in the product life-cycle, target market
characteristic. Type of buying decision, available funds and use of push vs pull strategy.

6. As a marketing manager, design a consumer sales promotion plan and trade sales
promotion plan for any of your company’s product. Incorporate at least three different
promotional tools into each plan.

7. Select one of the products of your company place this product in the appropriate stage of
the product life cycle. What are the implications of being in this stage? Would the PLC
be lengthened, shortened or not affected by selling the product or service online? Will
positive word of mouth be easier or harder to generate online?

8. Chose a product category in the chosen company, as a marketing manager if you launch a
new product in this category describe the factors that will affect the adoption process of
this product? What type of adopter behavior do you typically expect the consumers to
follow?