LOYOLA COLLEGE (AUTONOMOUS), CHENNAI –600 034

M.Com, DEGREE EXAMINATION – COMMERCE

FIRST SEMESTER – APRIL 2004

CO 1802/C 717 – MARKETING MANGEMENT

19.04.2004                                                                                                           Max:100 marks

9.00 – 12.00

SECTION – A

 

Answer ALL questions                                                                                (10 ´ 2 = 20 marks)

 

1. What is meant by Targeting and Positioning?
2. What is meant by Demand and Drived demand?
3. What is the importance of Marketing Mix?
4. What are the various Discriminatory Pricing methods?
5. How is Selective distribution different from Intensive distribution?
6. What is the Pricing strategy to be followed during Introduction stage?
7. What is Zonal pricing
8. Differentiate the Pull strategy form Push strategy.
9. What is the Augmented product level?
10. What is the gap between manufacturers and the customers, which is being met or filled up by distribution channel?

 

 

SECTION – B

 

Answer any FIVE questions                                                                        (5 ´ 8 = 40 marks)

 

11. Draft a Questionnaire to collect information to know the attitude of the consumers towards attributes, price and quality of washing machine.
12. Explain with a Grid the concept of Product mix with various elements for 65 Products.
13. Explain with examples the various discounts and allowances being allowed to boost the sales.
14. Explain the Adoption and Diffusion process of Product Life Cycle.
15. Explain the various appeals to make Ad. message effective and interesting.
16. What are the Positioning strategies you may suggest for children’s readymade garments.
17. Explain the present scenario of consumers behaviour and attitudes in the consumer durable markets in India.
18. How do you evaluate the Segment for selecting the Target group?

 

SECTION – C

 

Answer any TWO questions                                                                        (2 ´ 20 = 40 marks)

 

19. Explain the Features and strategies to be adopted for a product at the Maturity stage.
20. Explain the New Product development process for a two wheeler.
21. HLL introducing Surf Excel colour gives you the following information to determine:
22. i) Mark up pricing ii) Target Rate of Return pricing iii) Cost Plus pricing and iv) BEP pricing.

Production cost:  Fixed cost Rs. 10 lakhs

V.C        Rs. 20/unit

Investment            Rs.20,00,000/-

Expected Sales :    20000 units

Mark-up expected is         20% on price

Target Rate of Return       8%

 

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