PAST ·QUESTION PAPERS

M.COM. 1 5r SEMESTER
MARKE TING POLICY ANALYSIS
 (b) Ch~ose the correct answer from the given
Tota l number of printed pages- 5 choices : 1x 4 -=-- 4
14 (COM-1) 1·3
201 3 / jl
' 'I Social networking sites are part o f
MARKETING POLICY ANALYSIS (a) Traditional media
Paper : l ·3
(b) New Age media
Full Marks : 80
(c) Both (a) and (b)
Time : Three hours
(d) Non e of the above.
The figures in the margin indicate f u/1 marks
for the questions. /ii 1
'' i T~c process of phys ical tran spor tatio n
Answer Q. no. 1 and any four from the rest. of a product from the manufacturer to
the customer involves :
1. (a) Write very briefly (with in 50 word s each)
on any six of the fo llowing : 2 x6 -= 12
(a) Warehous ing
(i) Di_fferentiation
(b) Shipment
(ii) Mega brands
(c) Insurance
(iii) Selective Perception
(d) All the above.
(iv) Modern Fonnat Stores
(v) Target Market
(vi) Vendor Partn ersh ip
(vii) Prospecting
(viii) MJS

Co ntd. l4(COM- I) 1-3 /G 2

 (iii) Branding .strategy involves - 3. (a) Plan a distribution channel fo r di stributin g a
(a) Individual new brand of electronic products in Indi a.
8
(b) Family branding (b) How does a brand reflect the personali ty of
(c) Umbrella branding a person ? Give examples in support of your
answer.
8
(d) All the above.
4. (a) What do you understand by e-marketing ? Do
(iv) The rural marketing environment deals
you think it is limited to the y ounger
with :
generation only ? Discuss. 8
(a) The rural consumer
(b) "Advertising has ,often been criticized for
(b)· The rural demand
increasing the cost of a product ". Do you
(c) Both (a) and (b) agree or disagree? Answer giv ing example.

(c) None of the above. 8

5. (a) Distinguish between simplification and
2. (a) Describe the importance of sales forecasting
standardization.
in designing the sales plans of an organisation. 6
8
(b) What is a product life cy cle ? How can
(b) How can we say that retail trade has changed organisations increase the life of a product ?
over the last two decades ? Support your Answer giving examples.
10
answer with examples from India in recent
times.
8

14(COM-1) 1·3/G 3 14(COM-I) 1-3 /G

4
6. Write short notes on the following : 4x4= 16 Total number of printed pages-7

(a) Design in Packaging 14 (COM-1) 1·3 N/0

(b) Seasonal Demand 2015

(c) Objectives of communication
MARKETING POLICY ANALYSIS
(d) Customer Loyalty.
Paper : 1-3 (Old/New)
Full Marks : 80
7. What factors will you take into account for Time : Three hours
assessing the marketing environment ? Do you think
the Indian marketing environment is conducive for The 'figures in the margin indicate
the entry of new brands and products ? Give full marks for the questions.
examples. 16
Answer Q Nos. 1, 2 and any four from the rest.

1. 1 x7=7
(i) This is a term used to refer to the
process when a successful brand is
used to launch a new product into a
new market.

(A) Brand leader

(B) Brand follower

(C) Brand equity

(D) Brand extension

(Choose the correct option)
5 ' 400 Contd.
14 (COM-I ) 1-3 /G
 (ii) The purpose of this type of adver tising (iv) Comp anies sec - - as an oppor tunity
is lo create repea t purch ases. to enhan ce their corpo rate reputa tion ,
raise brand awar en ess, in c rease
(A) Reminder
custo mer loya lty, build sales and
(B) Rein force men t increa se press coura ge.

(C) Persuasive (A) cause -relat ed mark eting

(D) Informative. (B) brand marke ting

(C) equity marke ting

(Choose the correct option)
(D) direct marke ting
(iii) The metho d of mana ging promo tion
(Fill in the blank with correct option )
budg et by defin ing objec tives,
determ ining tasks ·to achieve objectives
(v) Durin g marke t segme n tation anaiy sis ,
and estim ating costs for activities is
the marke teer inden tifies a segm ent
called - -
that prese nts the greate st opport unity .
(A) perce ntage of sales metho d This segme nt is called - - -

(B) (A) target marke ts

affordable method
(8) prima ry markets
(C) competitive parity metho d
(C) tertia ry markets
(D) objective and task metho d (D) demo graph ic mark ets.

(Fill in the blank with correct option) (Fill in the blank with correct option)

14 (COM - l) 1-3 N/0/G 2

14 (COM- l) 1-3 N/0/G 3 Contd .

1 t?C ±15 Z ,~ --E.

 (vi) - - - reflects the perceived tangible (C) Direct Marketing
and intangible benefits and costs to
customers. (D) Customer service.

(Fill in the blank with correct option)

(a) Loyalty

(b) Sat~sfaction 2. Write short notes on: (any five) 5 x 5=25

(c) Value (i) Holistic marketing concep t

(d) Expectation (ii) Channel power

(Fill in the blank with correct option) (iii) Market logistics

(iv) Packaging decisions

(vii) A means of Orchestrating the tools of
the marketing communications mix, so (v) Events and public relations .
tha~ audience perceive a Single,
~ (vi) Value framework as an approach to
Con~istent, Unified message whenever marketing management .
they have contact with a brand, is
(vii) Relationship marketing.
referred to as - - -

(A) Personal selling 3. Answer the following : (any four}

(B) Integrated Marketing (i) What are the major s teps involved m
Communication developing effective marke t ing
communications programrne ? 12

14 (COM-1) 1-3 N/0/G 4 14 (COM - l) 1-3 N/0/G 5 Contd .

 (ii} Wh y do the market eers need an
' , ndcrstan ding of consum er psycholo gy
in de terminin g prices of a product ?
Wh a t strategi es do they adopt inorder
t o initiate and respon d to pri ce
ch a nges? 3+9= 12
(vi) Explain th e relevanc e of marketin g in
a developi ng Gconomy like India. Also
analyse the impact of various macro
environ mental factors affectin g the
ma rketing environm ent. 12

(iii) Wri te a note on meaning a nd types of

channe l conflict. What mea s ures ca n
be appli ed inord c r to man age su c h
confli c ts? 6+6 == l 2

j
.(iv) Define c -rc ta iling. Di sc u s s th e e thi cal
is s u e s r e la te d to it. Il o w d o c s ::t
compa ny pl ace a d s a ncl prom o ti ons
onlin c '? 2, 5 ➔ 5 = 12

(v) Discu s s th e criteria fo r c hoosing brand

c le m e nts to buil d br a nd equ i ty .
Highli ght th e m ajo r bra nd cle m e n ts
t a k e n into c o n s id e r a tion by a
ma rketee r. 6+6 = 12

14 (COM- 1) l -3 N/0 / G 7 800

14 (COM - 1) 1- 3 N / 0 / G 6
Total number of printed pages-7
(ii) It has applications in · a few
14 (COM-I) 1·3
selected markets
2016

. MARKETING POLICY ANALYSIS (iii) It is difficult for competitors to

Paper : 1·3 imitate

Full Marks : 80 (iv) It makes significant

Time : Three hours con tri bu tion to perceive
The figures in the margin indicate customer benefits.
full marks for the questions .

.Answer l uestion no. 1, 2 and (b) Mixing and matching marketing

activities to maximise their
any four from the rest.
individual and collective effects is

1. Choose the correct option from the known as .

following. lx7=7
(i) Internal marketing
(a) Which ' of the following is not a
(ii) Holistic marketing
characteristic of core competency ?

(iii) Strategic marketing

(i) It is a source of competitive
advantage (iv) Integrated marketing.

Contd. 14 (COM-I) 1·3/G 2

 1
I
I

(c) The method ology t h at takes the list

of d e sired custom er attribu tes (cA ') (e) A chann el str u cture where t he
produc er contro ls some distrib ution
gener~ ted b y market _r esearch and
channe l and interm ediarie s contro l
turns them into a list of engine ering
others is known as a :
attribu tes (EA 's) is known as :
(i) Green channe l
(i) Conjoi nt analysi s
(ii) Vertica l channe l
(ii) Prototy pe creatio n
(iii) Zero level channe l
(iii) Quality Functi on Deploy ment (iv) Hybrid channe l.
(iv) Mind mappin g.
(f) An unpai d peer- to-pee r
commu nicatio n of provoc ative cont ent
(d) The set cl human charac teristic s. that
origin ating from an identi fied
consum A s associa te with a brand is
spons or using the intern et to
referred to as : persua de or influen ce an audien ce to
(i) Brand image pass along the conten t to oth ers is
known as :
(ii) Bra,nd person ality
(i) Web marke ting
(iii) Brand view
(ii) Digital marke ting
(iv) Power brand.
(iii) Viral marke ting
I I
(iv) Spons ored marke ting.
14 (COM-I) l ·3 /G 3 Contd.
14 (COM - I) 1 ·3/G
4
 gq

(g) A strategy that involves setting an 3. Explain t h e s ign ificanc e of a holistic

artificially high price and then offering
marketing orientation in the cu r rent
the product at substantial savings is
marketing environment. 12
known as :
(i} Psychological discounting 4. Describe how a market i ng manage r
(ii} Loss Leader pricing develops a product con c ept in t o a
(iii) Special event pricing successful product. Ho w do brand
association create value ? 8 +4
(iv) Cost rebates.

5. How does a marketing manager design a

2. Write shor~ notes on the following : (any 'message strategy' and a 'creative strat egy'
five) Sx5=25
in the formulatio.n of m a r keting
(i) Benefits of direct marketing communications to elicit desir ed consumer
(ii) Dimensions of brand equity response ?
(iii) Influence of technology on personal
selling Describe how an integrated marketing
communication program 1s coordinate d
(iv) Managing channel conflicts
and implemented. 6+6
(v) Creativity techniques for idea
generation. 6. What is a marketing channel system and
'=---------" a value network ?
(vi) Internal marketing
How should channels for a F MC G be
(vii) Major pricing objectives.
designed ? 4+8

14 (COM -I) l ·3/G 5 Contd. 14 (COM-I) 1·3/G 6

 -7
tha t ne ed to Tot al num ber of pri nte d pa ges
7. De scr ibe the va rio us fac tor s
pri cin g pol icy 14 (CO M-1 ) CO M 10 36
be co nsi de red in set tin g the
of a firm .
20 17
ret ail ing an d
Wh at is me an t by no n-s tor e
8+ 4 AL YS IS
wh at are the ma in typ es ? MA RK ET IN G PO LI CY AN
Pa per : 1 ·3
Ful l Ma rks : 80
Tim e : Th ree ho urs
ind ica te
Th e fig ur es in the ma rgi n
s.
ful l ma rk s for the qu est ion

d an y fou r
An sw er qu est ion s nos . 1, 2 an
fro m the res t.
l m the cho ice s
l. Ch oo se the cor rec t op tio ns fro
1 x7= 7
giv en ag ain st eac h :
ris es the
(a) A sy ste m wh ich co mp er act ing
pro du cer , wh ole sal er an d ret ail
as
as a uni fie d sys te m is kn ow n
ne l
(i) a con ven tio nal ·m ark eti ng ch an
(ii) a ho riz on tal ma rke tin g sys tem

. (iii) a val ue n e tw ork

(iv) a ver tic al m a rke tin g sys te m .

900 Co ntd .
14 (C O M - I) l ·3/G 7
 {d ) Two pa r t pricing which consists of a
{b) The differentia l effect t h at bra nd fixed fee p lus a variable usage fee is
kno""iledge has on consumer response resorted to by
to the marketing of the brand is known
(i) a utom obile firms
as
(ii) service firms
{i) brand salience
{iii) durable fi rms
(li) b rand awareness
(iv) FMCG company .
(iii/ r and knowledge
(e) A corporation that combines several
(iv) c u s tomer based brand equity.
diversified, retailing lives under central
ownership, w ith integration of
{c) An unpredictable short lived change
distribution and managemen t is known
which h as no social, economic or
as
political significance is known as
(i) Corporate chain store
{i) fad
(ii) Voluntary c hain
{ii) trend
(iii) Re tailer coope rative
(iii) mega trend
(iv) Mercha n disin g conglomerate .
{iv) dynamism.
14 (CO M - 1) CO M 1036/G 3 Contd.
14 (COM -J} COM 1036/G 2
 (f) Any information bearing experience a 2. Write short no te s on the following
customer or prospect has with the (any five) Sx5=25
brand , the product category or the
market that relates to the marketers' (i) Benefits of interactive marketing
product or service is known as
(ii) Market buildup method to estimate
~) brand con tact potential purchases

(ii} brand knowledge (iii) Scope ·of branding

(iii} brand promise · (iv) Differentiated pricing method

(iv) brand touch.

(v) Building a creative marketing
organisation
(g) Goods that the .consumer does not
know f bout or normally does not think (vi) Personal Communications Channels
of bu_)Jing are known as
(vii) Causes of Channel Conflict.
(i) convenience goods

(ii) shopping goods 3. Describe the vanous components of the

holistic marketing concept. Also analyse the
(iii) unsought goods relevance of the holistic concept in the
modern day marketing environmen t.
(iv) speciality goods.
8+4

14(COM- l)COM1036/G 4 14 (COM- I) COM 1036 / G 5 Contd.

4. Explain the various dimensions that add
strength to the brand equity of a product. 8. Explain the variou s channels u sed by direc t
marketers to reach consumers. Describe the
How do brand associations create value? procedure of plac ing Ads and Promotion
8+4 online. 6+6

5. Describe how product concepts are

developed and tested .

How do marketers differentiate their

products from other competitive offerings?
6+6
\
6. What is meant by Integrated Marketing
Communication? How can a company
develop an effective communication to
reach its target consumers? 4+8

7. How do companies manage the process of

selection, training, motivation of individual
intermediaries? 12

14 (COM-1) COM 1036/G 6

14 (COM-1) COM 1036 / G 7 1000

 2. Write short notes on the following :
(any five) 5x5=25

(i) Benefits of interactive marketing

(ii) Market buildup method to estimate

potential purchases

(iii) Scope of branding ·

(iv) Differentiated pricing method

(v) Building a creative marketi~

organisation

(vi) Personal Communications Channels

(vii) Causes of Channel Conflict.

3. Describe the various componen~s of th e

holistic marketing concept. Also analyse the
- relevance of the holistic concept in th e
modern day marketing en vironment.
8+4

14 (COM- 1) COM 1036/ G S Contd.

4. "The global market ing environ ment is a two Total number of printed pages-4
way sword". Justify the stateme nt. 10
14 (COM-1} 1036
5. Explain the marketi ng channe l structur e and 2018
it s functio n in modern marketi ng. 10
MAR KETIN G POLIC Y ANALY SIS
6. What do you unders tand by brand equity?
Paper : l ·3
E xplain· various method s of calcula ting
· brand equity. 4+6=10 Fu ll Marks : 80

Time : Three hours

7. What do you mean by persona l selling?
Explain the importa nce of persona l selling
in modern marketi ng with suitable exampl e.
\ _ 4+6=10
8. Explain the concep t of pricing of product s.
Explain the various types and benefits of
such pricing method s. 4+6= 10
9. Highlig ht the growth .of E-mark eting in India
in the past decade. Give suitable exampl es
t o suppor t your answer. · 4+6=10
The figures in t he 1nargin indicat e
full marks for the questio ns.
Answer Questio n Nos. 1 & 2 and
any five from the rest.
1. Choose the correct options from the choices
given against each : l x5=5
i) When we reject a good produc t idea
which has the capabil ity of being a
comme rcially viable produc t we a r e
commit ting a

A. Go error

B. Drop error

C. Double error

D. No error

14 (COM-1) 1036/G 4 1200 Contd.

 ii) The Parent brand if associated with v) Retailing operation which is operated
multiple products in brand extension and owned by manufact urer and carries
is called surplus or irregular goods is classified
as
A. family brand
A. factory outlets
B. product extension
C. sub-produ ct B. warehous e clubs

D. parent company.· C. factory clubs

iii) Pricing strategy in which prices are . set D. surplus center.

lower than the actual price to trigger
short t erm sales is classified as 2. Discuss any five of the following within
150 words each: Sx5=25
A. short term pricing \
i) Process of IMC. (
B. quick pricing
ii) Functions of advertisin g.
C. cyclical pricing
D. promotion al pricing. iii) Advantage s and disadvanta ges of brand
extension.
iv) A Retail store which carries deep
iv) Holistic marketing concept.
assortmen t of specialty product lines
and customer s when served by v) Differentia ted pricing method.
knowledge able staff is classified as a vi) Three Effects of Sales promotion .
A. discount killer vii) Ethical issues in e-marketin g.
B. category killer
C. limited inbound retailers 3. What ':1re the strategic issues in retailing?
Explain how non-store retailina is
D. limited outbound retailers. influencin g the retail market. 6+4= 1 o

14 (COM - 1) 1036 / G 2 14 (COM - 1) 1036/G 3 Contd.

6. Expla in the chall enges faced by a mark eter
Total numb er of printe d pages -4
in the new produ ct devel opme nt proce ss.
14 14 (COM-1) 1036

7. "Mar ketin g in India is a challe nging prosp ect 2019

in a libera lized and globa lized conte xt".
Justif y the statem ent with suitab le exam ples COM MER CE
from the fashio n or footw ear indus try. 14
Paper : COM -1036

8. Desc ribe briefl y the follow ing: (Mar ketin g Polic y Anal ysis}
7x2= 14
a) Bran d Awar eness full Mark s : 80

bJ Impo rtanc e of packa ging. Time : Three hours

The figur es in the marg in indic ate
full mark s for the quest ions.
Answ er question nos. 1 and 2 w hich are
comp ulsor y and any four from the rest.

1. Choo se the corre ct optio ns from the choic es

given again st each : 1 x4=4
i) Pricin g strate gy in which prices are
. based on cost of distri butio n and
produ ction plus fair retur n rate is
classi fied as
A. cost based pricin g
B. differ entiat ed pricin g
C. ·comp etitive pricin g
D. value added pricin g

14 (COM-1) 1036/ G 4 900 Contd.

ii) An attempt to capture a large territory Write short notes on the following
2.
by launching several offensive (any four) 5x4~20
marketing strategies is known as·
i) Advantages of Personal Selling.
A. flank attack
B. encirclement attack ii) Developing an effective communicatio n.
C. frontal attack iii) Production marketing concept.
D. resource attack
iv) What is Product Differentiatio n?
iii) Procedure of arranging a product . to
·v) Global Marketing Environment.
occupy distinct place in target
customers mind is called vi) Ethical issues in e-marketing.
A.
.
Market segmentation
B. Targeting 3. What are pnc1ng strategies? Explain the
C. impact of price on a potential customer.
Differentiation
Discuss the pricing mechanism of fast
D. Positioning moving consumer goods (FMCGs).
6+4+4=14
iv) A company which frames its strategies
in accordance to strategy of other
competitive firms in the industry is 4. What is direct marketing and how is it
classified as different from retailing? Explain its various
types and benefits. 6+8= 14
A. market centered company
B. competitor centered company
5. Discuss in details the marketing channel
C. cust omer centered company structure and its function in modern
D. profit centered. company distribution system. 8+6= 14

14 {COM-1) 1036/ G 2 14 (COM- 1) 1036/G 3 Contd.