Register Number : Name of the Candidate

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5 7 4 0 M.B.A. DEGREE EXAMINATION, 2009
( THREE YEAR PROGRAMME ) ( SECOND YEAR ) ( PAPER - X )

220. MARKETING MANAGEMENT ( Common with M.B.A. Two Year Programme) December ] [ Time : 3 Hours Maximum : 75 Marks PART - A (5 × 3 = 15)

Answer any FIVE questions. All questions carry equal marks. 1. Write short notes on : (a) Socio - Cultural Environment. (b) Marketing Environment Interface. (c) Marketing Information System. Turn over

(b) Two Wheelers.mix. PART . . (g) Brand Personality. Suggest Suitable bases to segment Markets for the following Brands : (a) Washing Machines. (e) Behavioural Segmentation. All questions carry equal marks. Distinguish between product planning and product life . Develop a SWOT for another bank and compare the same with CSB. What is Target Market ? 3. (f) Value Based segmentation. Pricing and promotion are integral elements of marketing mix of a firm. 2. 5.B (3 × 10 = 30) (ii) (i) 7 Do you think the SWOT gives an option for improvement by the bank ? . Answer any THREE questions. 6.Justify. . Explain the concept and scope of expanded marketing . Define product planning.cycle. 4.Comment.2 (d) Personalised Marketing. (h) Break the Bulk.

CSB is in the process of implementing Core Banking solution (“CBS”) and has already succeeded in bringing a substantial number of branches under the CBS system. Turn over (1 × 15 = 15) . This technology initiative will allow to increase interconnectivity among branches and to provide may of the products and service. What is the importance of Brand ? What are the various functions of branding ? 8. Competition. adversely affected. Case Analysis : CATHOLIC SYRIAN BANK In a study of SWOT analysis conducted at some branches of CSB. Threats Delay in the rollout of bank’s core banking solutions. Regulatory system Cost. PART . Their willingness to lend and expand business was also. ATM Center. What is the relevance of selling different product lines under same brand name ? Give examples. 3 PART .D ( Compulsory ) 10.C (1 × 15 = 15) Answer any ONE question. banks will be able to significantly clean up their NPA mess due to the Securitisation Act. Huge NPAs were burdening the entire banking sector. It is expected that over the next couple of years. the following was found : Strengths Bank deliver products and services through a variety of channels ranging from extensive branch network. 7. There are 344 branches all over India.6 much except cajole and tempt borrowers to pay up. 9. Enumerate the salesmanship qualities.out of the CBS across entire branch network. Due to the fear of increasing NPAs. it may be difficult to expand products and services. extension countries. Internet banking and Mobile banking. In the event of any delay in the roll .

2002 (The Securitisation Act). tilted towards borrowers. Thus. more commitment from employees. which were totally. banks still could not do Turn over . This has suddenly turned the tables in favour of the banks. acquire new service or product offering or to enhance technical capabilities. The Bank may not be able to prohibit persons from using the said trademark to their advantage and any unfavourable use of such trademark may adversely affect bank’s goodwill and business. disturbance or breakdown in the economy of these areas could adversely affect the result of bank’s business and operations. The Bank may undertake mergers or acquisitions. Any disruption. More than 90 % of the total branches are located in Southern India. i. in spite of. debt recovery was one of the most hopeless jobs in India due to archaic laws. Supreme customer services. banks have been empowered to attach assets of the defaulters without intervention of lengthy and time consuming court procedures. With the enactment of the securitisation and Reconstruction of Financial Assets and Enforcement of Security Interest Act. Technology Implementation. Weakness A major part of the bank’s branch network is concentrated on southern India. Reducing spreads.4 Opportunities 5 Non . Banks were in fact at the mercy of borrowers’ willingness to pay. The Bank may make acquisitions and investments to expand customer base. the value of which is often higher than the loan. amount of bad and doubtful debts reduced. Employees are shareholders hence. The Securitisation and Reconstruction of Financial assets and Enforcement of Security Interest Act. the fact that most borrowing is against security. Cost involved in adopting technology. Human resource profile is weak.performing assets of the bank is reduced. CBS is not started yet. CSB does not have any trademark for the name ‘The Catholic Syrian Bank’ along with the logo and the tag line ‘support all the way’ associated with the Bank. 2002 (The Securitisation Act).e. Till recently.

B.A (5 × 3 = 15) Answer any FIVE questions in about TEN lines each. (b) AMA. Write short notes on : (a) Target Markets.A.X ) 220.Register Number : Name of the Candidate : 1 7 4 0 M.B. DEGREE EXAMINATION. 1. MARKETING MANAGEMENT ( Common with M. TWO year programme ) May ] [ Time : 3 Hours Maximum : 75 Marks SECTION . Turn over .A. 2009 ( SECOND YEAR ) ( PAPER . (c) Pricing Mechanism.

Justify. 3. marketers must engage in what activities ? 4. Enumerate the Role of Marketing and its various concepts. labels will (b) What is case of private labels succeeding. Comment your ideas. (e) Principles of CRM. 2. Modern . Enumerate the scope and function of marketing with FMCG product examples. (h) Sales Promotion Tools. (f) Production Concept. 5. All questions carry equal marks.2 (d) Logistics Management.B (3 × 10 = 30) 7 (a) Do you think private succeed ? . . SECTION . (g) Role of Advertising Management. national brands have to come out with some new strategy ? Suggest. To effectively monitor changes in the marketing environment. Answer any THREE questions.Marketing is buyer focused.

How consolidated Indian retail eventually becomes : the more market share a retailer has. Case Analysis : Private Labels in the Indian Retailing When Pepsico’s Frito-Lay decided to boycott Pantaloon’s Food Bazaar due to differences in terms of trade.mix for fast moving consumer goods of any corporate. 8. Describe the New Product Development Process in the Pharmaceutical Industry. Enumerate the concepts of product planning and development. Prepare a product . so potentially have less awareness. Innovative supplier innovation is often what allows them to stay ahead of retailer private label. Today Tasty Treat. is on the threshold of bringing in private labels with caution. the readyTurn over (1 × 15 = 15) . 9. Innovative supplier can come out with new products that retailers haven’t necessarily thought of. SECTION . Draft the aims of Test Marketing. and therefore. SECTION . it was the latter’s private label which got a boost in shares. and the greater the leverage a retail can put on a supplier.C (1 × 15 = 15) Answer any ONE question. easier for private label products to supplant supplier brand product. the greater the opportunity to create a strong private label offering.6 its Croma stores. How strong supplier brands are in the minds of Indian consumers : Many supplier brands are relatively new in India. 7.D ( Compulsory ) 10. 3 6. How effectively suppliers innovate : supplier innovation is often what allows them to stay ahead of retailer private label.

Private labels are generally introduced to get higher gross margins from branded products.4 to-eat private label of Food Bazaar. branding in commodities is an easier proposition compared to other categories where there may relatively more brands to stock the shop shelves. is leading with a 16 per cent share among the rest of the snack brands. The power of private labels is being explored by most retailers today as they do not want to be at the mercy of the big manufacturers. The Tatas . especially in apparel. There are other like Trent from the Tatas who have developed a business model purely on private labels. Today Pantaloon Retail has 80 products comprising 350SKUs with five private labels. At the same time. with Turn over . in India. It gives the retailers a platform to negotiate with such branded players. It all depends on the kind of price the customer is willing to pay. Globus which has 90% private labels plans to build its brand by roping in a new brands ambassador . it is still the known brands in the category which continue to drive the business for retailers. The question is whether a customer is willing to pay the same amount for a private label compared to a well-known brand in the same category. At the same time.Kareena Kapoor. they place the retailer at a competitive advantage over the branded FMCG players who have historically been arrogant with the retailers. In fact. In the consumer durables category. sourcing would play a key role in differentiating the products from the rest of the retailers. it has promptly approached local manufacturers such as Prakash Snacks in Indore and Pogo Chips in Kolkata to manufacturer its snacks brands. Since pepsico’s rejection. Besides. they also realize that it’s not going to be easy as it takes time and money to build private labels.promoted Infinity Retail. there are not enough branded products to fill 5 the retail shelves.

6 (€ ) • š M ƒ „ …†‚ ˆ ‰ Š …‹ Œ‚ • Ž ˆ ƒ • • ˆ ‘ „ “ ”™ ˜ ‰ œ ? i (˜ ) Ž ƒ ‰ …†J Š ™ ‰ ˆ › H†Šd˜ ‰ œ ? ˆ Fˆ Š ƒ …ƒ ‰ œ ”‰ ƒ J ™ Cš‰ ˜ › ˆ ˆ ƒ Š H†‚ ‰ • • ž ˆ ƒ Register Number : Name of the Candidate : 2 3 5 8 M. MARKETING MANAGEMENT ( Common with M.B. DEGREE EXAMINATION.A (5 Ä 3 = 15) Answer any FIVE questions. (d) Brand loyalty. All questions carry equal marks. (c) Marketing myopia.B. 1. Turn over . (b) Copy right. Write short notes on any FIVE : (a) Market targeting. Three years ) May ] [ Time : 3 Hours Maximum : 75 Marks SECTION .X ) 220. 2010 ( SECOND YEAR ) ( PAPER .A.A.

ƒ ž ‘ M Š …¡…¦ˆ ˆ ƒ M K-¡• ˆ ƒ Gˆ ž ˆ ‘ . All questions carry equal marks. (3 Ä 10 = 30) 7. What are t he development ? st ages .C Answer any ONE question. ©‰ Hœ “ ƒ …ˆ § ‚ ‰ …† Cˆ ‘ ˆ šJ ™ ¸• ¡† › ‘ . ¯ F Š “ ¡…Œœ (1 Ä 15 = 15) SECTION . Explain the facto rs det ermining market segmentation. Š …ˆ „ ? 6. 7. ¶ Œ “ ”Œ ¡ˆ F K‚ ˆ ‰ “ „ O J • ‹ ‘ F G® „ ž ‹ . What are the different pricing methods ? in new pro duct 8. What are the factors affecting channels of distribution ? ˜ ‰ Š ² …† †™ ©‰ Hœ „ N “ ƒ …ˆ § ‚ ‰ …† C F G® „ ž ‹ I • ‰ CšŠ¯ ‹ . (h) Odd pricing. (1 Ä 15 = 15) SECTION .2 5.B ¨ ©ƒ ª ‹ ƒ „ M ž …M Ÿ• M ˆ › Š O ‚ ‰ -‹ . Explain the importance of marketing. (g) Product life cycle. What are the limitations of sales forecast ? 7. (f) Promotion mix. ¡‡ › „ £ ƒ ‰ ™ „ Nˆ Š ˆ b ˜ ¤…Q ‚ ‰ ‚ ¥ †Š ‰ …¦E ‰ œ 5 (e) Creative salesmanship. ¡™ ® „ ˆ ‰ Š …ž M ˆ § ‰ œ Š …ˆ „ ? ©„ Œ„ …‚ • „ F ™ œ‹ ¡†Gˆ § ‰ œ Answer any THREE questions. 8. €• F … (1 Ä 15 = 15) ( ‰ † › …Š ¤ …‰ M ˆ › Š O ‚ ‰ -‹ ) 4. (Ž ) ƒ …ƒ ‰ œ • š „ …® ¹ • Q ˆ § Š¡• ˆ ‘ i ˜ ‰ œ ? “ ¡ …Œ † ‰ ˆ ‹ 6. Š …ˆ „ ? 9. Ž F ™ ƒ ‰ ˆ ‹ Ž ƒ ‰ …†J Š ™ ©¤ § …‹ ¦…‰ GŠ I ˆ ƒ ‘ . Explain the functions of merchant middleman. ¯ F Š ‘ ¤ …ž ‘ . €• F ‚ M Š …¡…¦ ˜ ˆ › Gˆ § Š …‹ K• ¡E ‰ ˆ ‹ M ‹ ‚ • ‰ . ³ Ÿ® „ ´ £L • ƒ H¦„ ”ˆ ž ‰ µ ‚ • ˜ˆ › J ™ ˜‰ „ž ‹ G® ©„ ‰ ¤ …‰ „ ‹ ˜ ‰ „ ŒA š‘ . 3. 5. ° ‰ ˜ ©„ …˜ ¡…‘ ‰ …ŠHŸ‰ …ž ”† › ƒ ‰ ˆ ‹ M ‹ ‚ • ‰ . 2.

Œ ” • ˆ • M ž …‚ ‰ µ ‚ • ‹ —˜ ¤ F Š“ ¡‡ ‰ œ. ”‰ ƒ J • ƒ L • ˆ ¹ ‚ AŠˆ ‘ „ ˆ ˆ ƒ M‹ ‚ • ‰. ¨ ©ƒ ª ‹ • ‰ M ž …‚ ‰ µ ‚ • „ C® • P Š¯ „ ˆ ¦‰ .D (1 Ä 15 = 15) ( Compulsory ) 10. (• ) (¨ ) €• F ¶ Ÿˆ š M ˆ § . • ® A Š ¡…˜ ˆ „ . It has been growing at a high rate but is beset with several environmental problems. • “ ¡…Œœ „ …› ‚ ˆ ‰ ³ £ ŸC.4 † I ‡ ˆ‚ Š ‹ €• F 1. Case study : The cable television industry is relatively a new industry in the country. (Ž ) ”‰ ƒ ˜ § ‚ • . What marketing strategy will you like to evolve to gain a foothold in the market ? ”‰ ƒ Š ¡• Š¡…Œ „ ˆ b ˜ ¤ …Q ‚ ‰ ‚ ¥ †Š ‰ …¦E ‰ œ ˆ ˆ Š …ˆ „ ? . (5 Ä 3 = 15) SECTION . M Ÿ¡ˆ ž ¹ • ‰ E ŠH™ œ‹ • ˆ š¡…• ‰ œ Š …ˆ „ ? Turn over . Explain the acts passed to protect consumers. 2. Kˆ ¤ . • Œ 3 9. 3. 4. ³ †• ‚ • P. (a) Ho w w ill products ? (3 Ä 10 = 30) yo u p o sit io n yo u r (b) Whom would you target ? (c) ¨ ©ƒ ª ‹ ‘ ’ “ M ž …‚ ‰ µ ‚ • M ˆ › Š O ‚ ‰ -‹ . ˆ (€ ) ¡F Š¯ (˜ ) ”‰ ƒ J • ƒ L • ˆ (¸) ( ) ¡ˆ › Š¯ ˆ F šª ˆ › Š M Ÿ¡ˆ ž Š …‹ ˜ .M ‹ ‚ • ‰ . (º ) ©¤ ‹ ¡…† • ‚ ‰ § ˆ „ . A leading news magazine has decided to diversify into cable and satellite television and has appointed you as its marketing manager.

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