Code No: 53220/MT


M.Tech. – II Semester Regular Examinations, September, 2008 MARKETING MANAGEMENT (Industrial Engineering & Management) Time: 3hours Answer any FIVE questions All questions carry equal marks --Max. Marks:60

1. Describe how today’s customer era differs from prior eras oriented to production and selling. 2. A manufacturer of toiletries is interested in estimating the demand for herbal shampoo in urban centers of India. What factors will you consider in estimating this demand? 3. Discuss how each of the four consumer oriented segmentation bases can be used in target market decision analysis. 4. A leading consumer durables firm is interested in modifying its product mix. What factors will you consider or recommend for this analysis? Elaborate on them. 5. Under what conditions would a digital camera manufacturer adopt a skimming price approach for a new product? A penetration approach? 6. How do speciality, shopping and convenience goods generally relate to intensive, selective and exclusive distribution? Give a brand name that is an example of each goods – distribution matchup. 7. Compensation plays a key role in motivating the sales force. Discuss the role of monetary and non – monetary factors in motivating the sales force. 8. Explain different ways of organising marketing department.

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