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                          LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com DEGREE EXAMINATION – COMMERCE

AT 19

FIRST SEMESTER – NOV 2006

CO 1808 – STRATEGIC MARKETING MANAGEMENT

 

Date & Time : 28-10-2006/1.00-4.00   Dept. No.                                                       Max. : 100 Marks

 

PART A:

(Answer all questions in a maximum of 3 sentences each)                            10 x 2 = 20 marks

• If the old marketing thinking is ‘Get new Customers’, what is the new marketing thinking?
• If _____________is a statement of the organizations purpose, what it wants to accomplish in the larger environment. Choose the right answer a) mission statement, b) cash cows, c) value chain.
• What is undifferentiated marketing?
• Mention any two factors affecting the feasibility of segmentation.
• Draw a perceptual map for a new car about to be launched in Chennai.
• Mention any two pricing strategies
• What is ‘google adsense’?
• What is a ‘convenience good’?
• Mention two sales promotion strategies during the ‘maturity’ and ‘decline’ stages in the PLC?
• What is a market intelligence system?

PART-B

(Answer any FIVE questions in about 1 page)                                               5 x 8 = 40 marks

• Describe the BCG matrix
• Define marketing management. How do marketers manage demand and build profitable customer relationships?
• What are the various approaches to ‘price setting’?
• Is the PLC conceptually and operationally flawed?
• What is the relationship between PIMS and market share as per Buzzell and Gale’s study?
• Highlight the relationship between distribution objectives and customer satisfaction.
• Explain with an example, the various strategies used for market challengers
• Explain how behavioural, psychographic and Lifestyle segmentation represent the ‘State of the Art’ approaches to customers.

 

 

PART-C

(Answer any TWO questions in about 4 pages each) 2 x 20 = 40 marks

• Explain the New Product Development Process as advocated by Booz, Allen and Hamilton. Do you suggest any modifications to the process?

 

• In 2004, AMA announced a new definition of marketing: Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholder

 

What are the implications of AMA’s new definition for academic marketing for the academic disciplines of marketing and society, including public policy, consumer interest, social marketing ethics and macro-marketing? Identify the dimensions and attributes to be included in a definition of marketing in relation to the field of marketing and society.

 

• The following is a list of topics related to the interplay between the production of knowledge in marketing and external social, political, economic and technological developments. Comment on any TWO of them

1. The relationship between marketing and geopolitical conflicts such as the Cold War, World War II and postcolonial struggles
2. The marginalization of marketing concepts, theories and methods
3. Critical theoretic perspectives on marketing theory and knowledge production
4. The boundaries and politics of marketing theory

 

 

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QB 17

LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

FIRST SEMESTER – November 2008

    CO 1808 – STRATEGIC MARKETING MANAGEMENT

 

 

 

Date : 06-11-08                 Dept. No.                                        Max. : 100 Marks

Time : 1:00 – 4:00

SECTION – A                                   (10 x 2 = 20 marks)

 

Answer ALL questions.  Each answers carries maximum of TWO marks.

Each answer should be around 10 lines.

 

1. What is discovery push innovation?
2. How are corporate objectives developed?
3. Explain ‘skimming the cream’ pricing strategy.
4. Mention any three problems with marketing planning.
5. Explain any one Idea generation technique.
6. Mention any two characteristics of ‘Industry Attractiveness’ dimension of the GE Multifactor Portfolio Matrix
7. Identify any two Pricing methods.
8. In the context of influence of market position of strategy, what are ‘niche’ markets?
9. Identify any three types of brand strategies keeping any example in mind.
10. What is demographic segmentation?

 

 

SECTION – B                                                (5 x 8 = 40 marks)

 

Answer any FIVE questions. Each answers carries maximum of EIGHT marks.

Answers should be in about ONE page.

 

11. Comment on the ‘value chain’ and the marketing channel.
12. What is distribution intensity? Comment using an example.
13. Explain the relevance of the PIMS (Profit Impact of Market Share) study, on a firm’s performance.
14. Explain any three Pricing Objectives.
15. Comment on the response-hierarchy models and the communication process.
16. What are the characteristics of a good mission statement?
17. Which is superior strategy, ‘Market Driven’ or ‘Customer Orientation’ of a business?
18. What are the major decision areas in channel management?

 

SECTION – C                                      (2 x 20 = 40 marks)

 

Answer any TWO questions.  Each answers carries maximum of 20 marks.

Answers should be around FOUR pages.

 

19. Write detailed notes on any TWO of the following:
    1. New Product Development Process with respect to a new course / service to be introduced in a college.
    2. Elements of a competitive strategy as propounded by Milton and Reiss.
    3. The competitive dynamics of the industry?

 

20. Describe the Political, Economic, Social and Technological (PEST) framework for environmental auditing.

 

21. Explain the BCG Matrix and comment on the strategic benefits it provides to a marketer.

 

 

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       LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

KP 37

M.Com. DEGREE EXAMINATION – COMMERCE

FIRST SEMESTER – April 2009

CO 1808 – STRATEGIC MARKETING MANAGEMENT

 

 

 

Date & Time: 25/04/2009 / 1:00 – 4:00       Dept. No.                                                  Max. : 100 Marks

 

 

SECTION – A

 Answer all questions. Each answers carries maximum of 2 marks.

 Each answer should be around 10 lines.                                                                   (10 x 2 = 20 marks)

 

1. Why do some new products fail?
2. When is ‘Skim the cream’ pricing appropriate?
3. Mention some idea generating techniques?
4. Mention any two characteristics of the ‘Business Strength’ dimension of the GE Multifactor Portfolio Matrix
5. Identify any two product strategies during the maturity stage of the product life cycle.
6. Can monopolies be challenged?
7. How does ‘experimentation’ become a strategic advantage to the firm?
8. Identify a brand strategy which works well in any industry known to you.
9. What are the ‘hard’ and ‘soft’ elements in marketing?
10. Identify any two tactics to manage or survive a recession.

SECTION – B                           

 

Answer any 5 questions. Each answers carries maximum of 8 marks.

Answers should be in about 1 page.                                                                        (5 x 8 = 40 marks)

 

11. Comment on Davidson’s seven principles of brand development.
12. Suggest three advertisements (appealing to man’s emotions) ideas to reduce violence in Indian society.
13. Recommend a logistics plan to help a new retail chain specializing in Home Computers to start its presence in Chennai?
14. Suggest appropriate strategies for market followers in the Higher Education industry.
15. Comment on the cost-effectiveness of different promotion tools during the life cycle of a product.
16. Compare ‘Cost based’ with ‘Market based’ Pricing-approach, for a food business product item.
17. Recommend ideas and design a good message, to help a political party to win the ensuing elections.
18. Why is it important to segment your audience before developing a promotion campaign?

SECTION – C

 

Answer any 2 questions. Each answers carries maximum of 20 marks.

Answers should be around 4 pages.                                                                        (2 x 20 = 40 marks)

 

19. Using the PEST framework below, prepare a critical external environment analysis report on

Chennai to help a Multinational Office Appliances brand, start operations in the city soon.

Political/ Legal Framework: (legislative structures, monopoly restrictions, political and government stability, political orientations, taxation policies, employment legislation, foreign trade regulations, environmental protection legislation, pressure groups, trades union power	Socio-cultural factors: (demographics, lifestyles, social mobility, educational levels, attitudes, consumerism)
Economic Factors: (business cycles, money supply, inflation rates, investment levels, unemployment, energy costs, GNP trends, patterns of ownership)	Technological factors (levels and focuses of government and industrial R &D expenditure, speed of technology transfer, product life cycles, joint ventures)

 

20. Develop a ‘Value Chain’ analysis report for a Food Chain focusing on promoting cost effective,

tasty and safe foods in the South Indian Market.

Keep in mind the 5 primary activities (inbound & outbound logistics, marketing and sales, and

service) and 4 support activities (infrastructure, HR mgt., technology development and

procurement) suggested by Porter.

 

 

21. An Indian Company has hired you to suggest ways to enhance its Brand Image in the wake

of the financial scandal it has faced, of late. You can use the following ideas before you suggest

Brand strategies to the company.

The Brand’s current market positioning; competitors positioning strategies and resource bases; ways

in which the market is likely to develop and the implications of product, brand and market life

cycles; customer perceptions of the portfolio of brands in the market; customers’ expectations and

the extent to which these are being met both by the brand and its competitors; etc., like distributors

expectations; financial, managerial and operational resources usage; bases of competition;

importance of branding to the organization; and managerial expectations of the brand.

 

 

 

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LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

FIRST SEMESTER – NOVEMBER 2012

CO 1816/1808 – STRATEGIC MARKETING MANAGEMENT

 

 

Date : 15/11/2012            Dept. No.                                        Max. : 100 Marks

Time : 1:00 – 4:00

SECTION – A

Answer ALL questions:                                                                                                          ( 10 x 2 = 20 )

 

1. What is target marketing?
2. Differentiate between needs, wants and demands of people.
3. Write a short note on SWOT analysis.
4. What is value network?
5. Write a note on ‘Channel Pricing’.
6. What is a ‘Zero-Level Channel’?
7. What is E – Marketing?
8. Define the term ‘Marketing Research’.
9. What is database marketing?
10. What is an Integrated Logistics System?

 

SECTION – B

Answer any five questions:                                                                                                    ( 5 x 8 = 40 )

 

11. What are the tasks necessary for successful marketing management?
12. What are the internal records that are useful for marketing managers to spot opportunities and problems? Briefly explain.
13. Explain are the various stages of Product Life Cycle.
14. What is product innovation? What are the factors influencing product innovation? Explain.
15. What are the various pricing techniques adopted by companies to stimulate early purchase? Explain.
16. What is ‘Lifetime Value of Customers’ and how can marketers maximize it? Explain.
17. What are the characteristics of products? How do marketers classify products? Explain.
18. What are the major types of retailers? Explain.

 

SECTION – C

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

 

19. What decisions do companies take in managing their channels? How do they integrate channels and manage channel conflict? Explain.
20. What is consumer behavior? How do consumer characteristics influence buying behavior? Explain
21. Explain the role of marketing communications. How do marketing communications work?

 

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