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ST. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)
END SEMESTER EXAMINATIONS – OCTOBER 2013
B. COM – III SEMESTER
MARKETING MANAGEMENT
Duration: 3 Hours Max Marks: 100
SECTION-A
I) Answer ALL the following questions. (10×2=20)
1. Define the term “Marketing Management”
2. Explain marketing environment in terms of “SWOT”.
3. What is meant by segmentation and why it is undertaken by marketers?
4. Differentiate between “Push strategy” and “Pull strategy”.
5. What is Brand Equity from the consumer view point?
6. What is Psychological pricing method?
7. Why do producers use channels of distribution?
8. Explain the stage of “Business analysis” in new product development?
9. What is meant by virtual marketing?
10. What are the four basic rights of consumers?
SECTION-B
II) Answer any FOUR of the following questions (4×5=20)
11. How does socio-cultural environment affect marketing decisions?
12. How AIDA concept is related to consumer behavior?
13. Explain the process of STP with an example?
14. Explain the importance of advertising as promotional strategy with an
example?
15. Explain the significance of packaging as marketing strategic tool?
16. What is E-Business? What are the advantages of E-Business?
SECTION – C
II) Answer any THREE of the following questions. (3×15= 45)
17. Explain the process of new product development with an example?
18. Marketing is managing profitable customer relationships. Discuss?
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19. Enumerate the psychological factors affecting consumer behavior with relevant
examples?
20. Discuss the new trends in marketing products and services?
21. “ Integrated marketing communication is an important concept in the field of
marketing mix relating to promotion”. Discuss.
SECTION – D
IV) CASE STUDY – Compulsory Question. (15 Marks)
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Melwyn Industries is one of the world’s largest manufacturer and exporter of wrist
watches and India’s leading producer of watches sold under brand name Melwyn at
exclusive Melwyn retail stores. It is a subsidiary of SANA a giant conglomerate dealing
in automotive, steel and hospitality industry. Melwyn Industries was started 10 years
ago and its watches gained distinct brand identities with a set of products aiming at
different market segments. Currently the Melwyn umbrella has sub brands like ALPHA
for executives, DIVA for women and REGAL- designer watches catering to the highend
segment.
Melwyn’s Marketing Head now finds that its customer base consists mainly in the age
group of above 25 years and would now like to target younger customers. The company
has identified the youth segment – youth by age and youth by attitude- aged between 18
and 30 years as the core target- “They are bold, individualistic, non-conformist and gogetters,
“and for them Melwyn has plans to shortly introduce fashionable watches
under the sub brand RACE. Melwyn is in the process of choosing a brand ambassador
and scripting a marketing strategy to emotionally connect with the aspirations of “cool
and adventurous youngsters.”
Questions:
1. Choose a brand ambassador for RACE? Substantiate your answer with relevant
marketing concepts? (5 marks)
2. What is Branding? What are the features of a good brand? (5 marks)
3. What is the psychological impact of brand ambassador on customer buying
behaviour? (5 marks)
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