THIAGARAJAR SCHOOL OF MANAGEMENT

PGDM END TERM EXAMINATIONS – FEBRUARY 2021

II TRIMESTER
MARKETING MANAGEMENT II

Duration: 1 HR 30 Minutes Marks: 30

Submission Mode : Handwritten PDF

SECTION B (3*10 = 30 marks)

31.Maruti had adopted a new channel called Nexa. In your opinion discuss and justify the
strategy of Maruti as to why it had gone for a new channel to sell few brands of cars. In this
context discuss in detail about the consumer profile of the target audience for NEXA and 4
P strategy adopted by Maruti. Relate with the concepts that you have studied in your
classroom.

32. Imagine you are appointed as a Territory sales Manager of ITC in Madurai district. The
company wants to launch idli batter in Madurai in the name of Aashirwad. As a territory
sales Manager how would you plan your product launch and how would you design your
promotions for your target segments in the Madurai Market? How would you estimate
the market potential for Aashirwad Idli Batter? What kind of data would you explore?.

33. Importance –performance analysis rates the various elements of the service bundle and
identifies required actions. Given below are 15 elements of a service of an automobile
dealer. The ratings of the 15 elements are also mentioned. Classify the elements into four
 sections with the help of a graphical representation and give your interpretations as to
how this automobile dealer can improve his service quality.

Customer Importance and performance ratings for an Auto dealership.

No. Attribute Description Mean importance Mean performance

Rating Rating
1 Job done right the first time 3.20 2.20
2 Fast action on complaints 3.63 2.73
3 Prompt warranty work 3.60 3.15
4 Able to do any job needed 3.01 3.00
5 Service available when needed 3.25 3.05
6 Courteous and friendly service 3.35 3.29
7 Car ready when promised 3.38 3.03
8 Perform only necessary work 3.37 3.11
9 Low prices on service 3.29 2.00
10 Clean up after service work 2.08 3.02
11 Convenient to home 2.00 3.25
12 Convenient to work 2.43 2.49
13 Courtesy busses and cars 2.37 2.35
14 Send out maintenance notice 2.05 3.53
15 Introduce loyalty schemes 3.20 2.08