LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

TH 33

FIRST SEMESTER – APRIL 2007

CO 1805 / 1802 – MARKETING MANAGEMENT

 

 

 

Date & Time: 27/04/2007 / 1:00 – 4:00Dept. No.                                              Max. : 100 Marks

 

 

SECTION – A

Answer ALL the questions from Section A:                                                     ( 10 x 2 = 20 )

 

1. Who is called Potential customer? Give an example.
2. Who is the innovator in PLC?
3. What is the difference between Captive product and Optional product?
4. What is meant Pull and Push strategy?
5. When are the sales and the Profits found maximum in the PLC?
6. When is the customer said to be satisfied?
7. How is the Marketing mix important for a marketer?
8. Differentiate Intensive from exclusive channel.
9. What is the difference between targeting and positioning?
10. What is meant by prestige pricing? When is such strategy followed?

 

SECTION – B

Answer any FIVE questions from Section B:                                                  ( 5 x 8 = 40 )

 

11. Draw a grid to show the various elements of product mix with 35 products and explain its significance.
12. Explain the adoption and diffusion processes with diagram or chart.
13. What are the positioning strategies you may suggest for successful marketing of fabric clothes?
14. Write a marketing strategy statement for a Boost, a milk powder under New Product development.
15. Explain the various appeals (any four) to be used to promote a product, with examples and illustrations.
16. Explain the various discounts and allowances offered to the customers and dealers.
17. Explain the various factors influencing the channels selection decision.
18. Explain the various geographic factors available for segmenting the consumer market.

 

SECTION – C

Answer any TWO questions from Section C:                                            ( 2 x 20 = 40 )

 

19. A dealer L.G. refrigerator approaches you for consultation, asking for suitable and relevant strategies for his product which is presently in a the Growth stage. Give out the strategies for his product justify your answer.

 

20. What are the important factors influencing the pricing decisions in the market? Explain with suitable examples.

 

21. “Indian consumers, today amidst globalization and IT are price sensitive but quality oriented”. Critically analyse the your statement with your comments with suitable examples and illustrations.

 

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