CSIBBA(A)IODOISEM~

MAULANA.ABUL KALAN AZ.AD UNIVERSITY OF TECHNOLOGY, WEST BENGAL

PaperCoN: IIAHS .,._.Ing Mlnage•nt

Trme Allortod . 3 Hours Fu/I Marks :70

Tho Fir,u,,,s In tire ms,pln lndlcttle tull lMlffs.
Candidam nm mqulred ro olve lhlllr snswel'B In lhslr own wordl III lar •s practlcabl•

Group-A (Very Short Answer Typti OuHttnn)

1. Answtt&nylt'f'lollhatollo'Nlng: ft x 10-101
111 ~'Nctl ot 1hl' f01low1ng is NOT a t)'pical suppl), chain~?
Al rwsell1n;; B) customers C) ln1ermed!arl11 (_ oyaovernment agencies
111 \\'hich of the following Is NOT a requiremenl for aetllng ~vertis6ng objedlves?
.-A) ObjeCli\"tS mus! specify ht amount of change. BJ Objoclvet: rrust be slated in tt,ms of ptolts.
Cl Objectives must be realistic. D) Ob)tc\ives must be lnlernally consment
tlVl what does IMC means?

11\1 A Sffl!lngth of radio advertising is _ _ _ __

A) The ability IO reach segmented audiences
if1 The ability to reach prospective cuslOmers on a personal and inimate level
C) Low cost per lhOU$1nd
~} All of the above
!\1 Whk:h of lhe bllowing it NOT a prkle adjl.lllmanl 1tra11gy?
A) segmented pllcing B) promotional pricing cj free san-ples 0) geog,aphleal pricing
And why?
1Vfl Whal are the k>ur steps, in order, 10 designing a cu11Dmer•ckiven matkeling strategy?
A} market segmentation, ditferendadon, positioning, and targeting
8) positioning, market segmentation, mass markettng, and largeting
C) market segmenlation, targeting, differenliatiOf'I, and posi&lo/'Wng
0) market alignment, market segmematlon. diffetentiation, and nwket positioning
E) market rtcognition; market pre1erel'l08, market ta,geling, and market insislence
(WI) The dlvi&ion ol buyers inlO groups based on htir knowledgo, attitudes, uses, or responses lo a product is _ __
segmentation.
,o behaviofal 8) psychographic CJ age and llfie cycle D) demographic
rvm, Increased competition leads to price decrease, Increasing publlc awareness, sales volume inc ruse signiicanlfy art~
charactenslics of------,-,--,--in PLC.
',ef
Mature stage 8) Oecllne stage C) ,Growlh stage 0) Market lntroduc1ion stage
w, ~=:~Rowing. which &181emen1 woukJ NOT support a mark.et-skimming ?Olicy tor a new

The prOducl's qualily and image suppon ilS higher price. B} Enough buyers want the product$ at !hat price.
CJ CompetilOta are nol able to undercut lhe Noh price. OJ Co"1)&tllors can enter the markel easily.
cl.J A quanllry discount is a price re<lx:lion lo buyer, who purchase ____ .
/..J lrequenlly 1>
largo voJumos C) dose outs 0) infooor merchandise
IY 1, Many f1m'III make an olfo/1 kt Identity smatktr, better-denned target groups by using

AJ v1er-,;1e-;c1wh~~
loyalty sogmen1a11on f ,Cim,llllpfe &egrr19rdatk,n bast>& DI positioning
1:tu1 In _ __ _ _ _ __ _ All tho augmonlnllona ond lmnllom\fttlons ol u product mlghtuodergo in tie taih.w9.
AJ Generic Produtl B) E.i,poctod Procllcl C) AugmonlOd Prodtict 0) Polenllal Product

Otoup-11 (Bhotl A _ n,,,. Oue•llonJ

Answor any thrtHJ ot lh• loHowing (S.3-15)

2. v.1lall1Maoko11ng? (51
3. Whal ii lhe need of markel ngmentatlon? (51

https://www.makaut.com 112
 _____ --· ··..-~ ~M ..... ,......... ,.., .,.,,..., vo:<-,t1cR>t1, 11~r11tas1ng po011c awareness, sales VOiume increaseaigl'lilcanly .,.,,.
cha.racttnsticsof _ _c-c---,,-in PLC.
-.fMature stage 8) Oecllr,e stao- CJ ,Growti 1tag1 D) Market: lntoc:lucton stage
.; er,, ~=c~owing, which sta11menl would NOT tupport a market-skimming policy tor a new
A') The p,oducrs quallly and image support ils higher l)fite. B) Enough buyeJS want lhe products 11 that price.
CJ CompetitotS ate no1 able to undercut tha Ngh prlc:8. 0) CO"l)e!llors can enter the market easily.
1'-1 A quantity dis,counr ii a price reduclon lo buyers who purchau _ _ _ •
AJ froquenllt 1) large vok.lroos C) dose outs 0) inlerioi motthanc:lise
m, Many'''"" make an onoo IO Identify smaller, betfef-deHned largec groups b)' using
AJ u1e,·;a.:aridwh~~loyaky sogmontatton f~cf111J1t1ple&egm&n&aaon ba&os
O)poallionlng
1•u1 In _ __ __ __ __ _ All Iha augmonlalona and lmnalormallons ol u pn:iduct night undergo in ht faihn.
AJ Generic Product 8) fapoctod Proci.lcl C) Augmonlod Product D) rotenlial Product

Oroup-B (Sholl A,,_, 1),pe llue1#on)

Answer tJnY IMfo of th, kJllowrng
15'3. 15)
2.Whet It Marketing?
151
3. What ii lhe need of m1rkel 1egmen1allon?
161

https://www.makaut.com 112

4. Give !ht SWOT Analysl& of Amul Kool? {51

S. What la ape!IOna7 {SJ
6. Cllt alea&t two examples ol seleclhle dlsl~bUllon. {5)

Gtoup•C (Long An,,.., Ty,,. Out1//on)

Answ,r sny 1/1118 ol the /ollowlng

7. i) How inlormation i& malt\eled? Explain wllh examples. IS+S+SJ

ii) How person i& malt\eled? Explain with •••~es.
iii) How idea i& marlloled? Explain wllh exa~es.
8. Wllat are bases of market &egmentetlon ? J 151
9. i) Draw the diagram ol the business environment ol an orgenlzaion? l&.91
ii) E,ptaln the micro factors suppliers, cuslomars, compeUtors with example.
10. Elaborate de~raphic segmentation with al leesl 2 examples. 115)
11 . ii Elaborate promotional programme slluelionel analysis In the IMC planning process. 17+8)
ii) Explain Developing process oflhe Integrated Markeling Communlcalons Programme .

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