JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)

END SEMESTER EXAMINATION – MARCH /APRIL 2015 BBM – II SEMESTER
M1 11 202 : PRINCIPLES OF MARKETING
Duration: 3 Hours Max. Marks: 100
SECTION – A
I)	Answer ALL the questions. Each carries 2 marks. (10×2=20)
	1.	What is Contextual Marketing?
	2.	Briefly explain the concept of ‘Catalog Marketing’.
	3.	What do you mean by Horizontal Marketing Systems?
	4.	Distinguish between length and depth of product mix.
	5.	Briefly explain the concept of ‘Positioning’ in Marketing.
	6.	What is ‘Target marketing’?
	7.	Distinguish between Sales concept and Marketing concept.
	8.	Briefly explain Penetration Pricing?
	9.	What are the steps involved in the consumer buying process?
	10.	Explain the concept of ‘social media marketing’.
SECTION – B
II)	Answer any FOUR questions. Each carries 5 marks. (4×5=20)
	11.	With relevant examples differentiate between Advertisement and Sales Promotion. Which is more effective in producing results in the short run?
	12.	Explain the different levels of products using a diagram.
	13.	With a neat sketch briefly explain the Product Life Cycle.
	14.	What valuable functions can brands perform for the firm?
	15.	What are the advantages and disadvantages of franchising from franchisor’s point of view?
	16.	Briefly explain the recent developments in Non – Store Based Retailing.
SECTION – C
III)	Answer any THREE questions. Each carries 15 marks. (3×15=45)
	17.	Assume you are marketing a liquid cleaner that removes soot stains (due to burnt food) from gas stoves and chimneys. Briefly describe the roles you would assign to advertising, personal selling, sales promotion, and direct marketing in your personal campaign.
	18.	With suitable examples, explain the process of ‘New product development’ in detail.
	19.	As the President for P&G, you play a crucial role in the decision making process. P&G is planning to introduce a new ayurvedic shampoo. What are the six steps that you would consider while setting the firm’s pricing policy for the new shampoo?
	20.	Discuss how market segmentation, target marketing and positioning are interrelated. Give examples.
	21.	What is your opinion about Tanishq selection of film actor Ashin as the brand Ambassador? If you were the Brand Manager of Tanishq whom would you choose as the brand ambassador and why? What are the advantages and disadvantages of celebrity endorsement?
SECTION – D
IV)	Case Study (1×15=15)
	22.	A clear question exists between the pricing of products and services and their quality. While a common perception that was prevalent in the days gone by was that consumers went for the lowest price when they went shopping, the years have proved this assumption to be untrue. Marketing analysts today believe that customers will readily pay a higher amount – a premium on a product of service- provided they perceive a value in it or acknowledge that the company has provided something more, something additional with it. Take the instance of the healthcare industry, which has undergone a revolution over the past decades. From a situation where patients were dependent on a handful of government- run hospitals, today, the healthcare market is one marked by intense competition and immense choices. Indian customers who can afford good healthcare will readily opt for the branded hospitals and clinics in the metros (Apollo Hospital, Wockhardt, Manipal Hospital, etc.), without much concern for the often astronomical bills at the end of their stay. Today, up-market hospitals countrywide that are focused on providing quality services- the best diagnostic facilities, reputed doctors and specialists, and top class surgical care- are sought after by discerning customers who are unlikely to ‘shop around’ or settle for something lighter on the wallet. These branded healthcare institutions are virtually run like five star hotels and charge premium prices that scarcely draw complaints. As long as quality healthcare, which is in tune with customer needs, is available, the price usually does not matter. The hospitality and entertainment sector is also one where, if customer responsiveness is high, there will be takers, despite the high price tags. India’s five star hotels are continuing to draw customers from both the domestic as well as overseas markets, despite the fact that they charge premium pricing from their clients ranging from Rs. 10,000/- to 30,000/- per room per day. Special suites on special floors, well equipped business centers, regular rooms with wonderful views, are all part of the exclusive and personalized experience that customers would happily pay for. Once organizations become benchmarks in quality leadership or responsiveness, they don’t need to get defensive about pricing. Of course, over-pricing is another matter. People have to actually sense a true value for their money to allow pricing to stay on the backburner. If that sense of value is there- whether it lies in the brand name, the quality or the service- the sky is almost the limit as far as price tags go. Nevertheless, organizations have to walk a tight rope and maintain a steady balance between pricing, quality and customer expectations. That is the only way they can bank on pricing and quality to enhance their customer responsiveness. Questions: What are the primary needs and expectations of the customers? What ways can a sector uphold its product brand, quality and service? Suggest a title for this case study. Substantiate your title.

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