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    MM -MIDTERMPAPER 2013

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    Sandeep Yadav
    MANAGEMNT NOTES for MBA

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    MM -MIDTERMPAPER 2013

    Uploaded by

    Sandeep Yadav
    11 views2 pages
    MANAGEMNT NOTES for MBA

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    © © All Rights Reserved

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    MANAGEMNT NOTES for MBA

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    11 views2 pages

    MM -MIDTERMPAPER 2013

    Uploaded by

    Sandeep Yadav
    MANAGEMNT NOTES for MBA

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    You are on page 1of 2

    Section .: ________ Roll No.

    ______________

    PARUL INSTITUTE OF MANAGEMENT AND RESEARCH


    AFFILIATED TO GUJARAT TECHNOLOGICAL UNIVERSITY
    SEMESTER II – MID TERM EXAMINATION NOV 2013
    Subject code: 2850003 Date: 19/4/2013
    Subject Name: Marketing Management
    Time:10:00 a.m. - 1:00 p.m. Total Marks: 70
    Instructions:
    1. Attempt all questions.
    2. Make suitable assumptions wherever necessary.
    3. Figures to the right indicate full marks.

    PART A
    Q.1 (a) Explain the various marketing management tasks which signify the 07
    relevance of marketing to business.

    (b) In light of various consumer costs and values known to you, explain 07
    the contemporary ‘Value delivery network’ for the use of marketers
    for any product of your choice.

    Q.2 (a) What are the various stages of PLC and strategies in these stages 07
    (b) Explain vertical, horizontal and multichannel marketing systems. 07
    OR
    (b) What decisions do companies face in designing their channels? What 07
    are the steps involved in designing a channel system? Explain with
    examples.

    Q.3 (a) Briefly explain the various methods for gathering market information. 07
    What are the techniques used for monitoring customer satisfaction
    (b) Hindustan Unilever the market leader in the fast moving consumer goods 07
    category is facing a tough competition from Proctor and Gamble, ITC and
    other small players. What strategies do you suggest for Hindustan
    Unilever to defend its market share?

    OR
    Q.3 (a) Discuss four corporate strategic planning activities with a suitable 07
    example.
    (b) The Backpack (bags which are put on the backs) market in India is 07
    growing faster than most of the developed markets. Backpacks are mainly
    used for carrying laptops, some clothes, a water bottle and some extra
    space for other items. VIP and Samsonite are the major players in this
    segment. You have been appointed as a consultant for a new player which
    wants to enter this segment. What are the criteria for segmentation that
    you will use for evaluating this segment What are the bases of
    segmentation you will use for identifying segments in this category.

    1/2
    PART B

    Q.4 (a) Which are the various modes to enter a foreign market? 07
    (b) Explain the critical issues involved in recruitment, training and 07
    motivation of sales force.
    OR
    Q.4 (a) What are various pricing methods? Explain each in detail 07
    (b) The days when all the sales force did was “sell, sell, and sell” are long 07
    gone. Today companies need to define the specific objectives they want
    their sales force to achieve. Discuss the various decisions organizations
    take for designing and managing the Sales Force?

    Q.5 (a) Two Short Notes:


    i. Various marketing environments 03
    ii. Brand equity drivers 04

    (b) Two Short Notes:


    i. Service quality 03
    ii. Publicity tools 04
    OR
    Q.5 (a) Two Short Notes:
    i. Societal marketing concept 03
    ii. CLV 04
    (b) Two Short Notes:
    i. Product Mix 03
    ii. Consumer promotion tools 04

    *************

    2/2

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