- JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)
END SEMESTER EXAMINATION – APRIL 2013
M.COM – II SEMESTER
MARKETING STRATEGIES AND PLANNING
Duration: 3 Hours Max. Marks: 100
Section – A
- Answer any seven (7X5=35)
- “Industrial marketing is more complex than consumer marketing”. Explain your answer?
- Within the framework of STP, explain the segmentation variables used in industrial markets?
- Describe the various phases in buying decision process?
- Channel design is a dynamic process? Comment
- Explain the Sheth Model of industrial buying behavior?
- Discuss the Michael porter’s generic strategic framework used in formulating strategy at SBU level?
- Explain in detail the buy grid framework?
- Discuss the unique nature of high tech marketing strategy?
- Describe the main purchasing practices that will guide a company in taking purchase decisions. Also mention the organization customers involved?
- Explain the various types of E-commerce. What all can be the Non technical drawbacks?
Section – B
- Answer any three (3X15= 45)
- Describe the steps to be followed for developing a positioning strategy for a Small Scale motor manufacturer in a highly competitive market. Also explain the target market strategies that can be adopted?
- Marketing logistics or physical distribution consists of various activities. Describe the main tasks involved and differentiate supply chain management and logistics management.
- Explain the process of new product development and the application of product life cycle theory to market strategies?
- A leading computer software company wants to introduce a new high tech software package to industrial market segments. Explain the various pricing strategies that can be adopted by the company and the factors to be considered in pricing decisions?
- Indicate the steps involved in carrying out strategic planning at corporate level. Also explain the methods used to decide the allocation of resources to SBU’s.
Section – C
- Compulsory case study. (1X20 = 20)
- Marriott International, Inc is a leading worldwide hospitality company. Its heritage can be traced to a small hotel opened in Washington.D.C in 1972 by J.Willard and Alice. S. Marriott. As of 2010, Marriott International has nearly 3000 lodging properties located in the United States and 69 other countries and territories. Its brands include Marriott, Renaissance, Courtyard, Residence Inn and Ramada international.
The Marriott International is planning for a further expansion and diversification of its activities. Explain the marketing research process to be undertaken by the Marriot managers in order to have a better understanding of the market and the customer.
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