LOYOLA COLLEGE (AUTONOMOUS), CHENNAI –600 034
M.Com, DEGREE EXAMINATION – COMMERCE
FIRST SEMESTER – APRIL 2004
CO 1802/C 717 – MARKETING MANGEMENT
19.04.2004 Max:100 marks
9.00 – 12.00
SECTION – A
Answer ALL questions (10 ´ 2 = 20 marks)
- What is meant by Targeting and Positioning?
- What is meant by Demand and Drived demand?
- What is the importance of Marketing Mix?
- What are the various Discriminatory Pricing methods?
- How is Selective distribution different from Intensive distribution?
- What is the Pricing strategy to be followed during Introduction stage?
- What is Zonal pricing
- Differentiate the Pull strategy form Push strategy.
- What is the Augmented product level?
- What is the gap between manufacturers and the customers, which is being met or filled up by distribution channel?
SECTION – B
Answer any FIVE questions (5 ´ 8 = 40 marks)
- Draft a Questionnaire to collect information to know the attitude of the consumers towards attributes, price and quality of washing machine.
- Explain with a Grid the concept of Product mix with various elements for 65 Products.
- Explain with examples the various discounts and allowances being allowed to boost the sales.
- Explain the Adoption and Diffusion process of Product Life Cycle.
- Explain the various appeals to make Ad. message effective and interesting.
- What are the Positioning strategies you may suggest for children’s readymade garments.
- Explain the present scenario of consumers behaviour and attitudes in the consumer durable markets in India.
- How do you evaluate the Segment for selecting the Target group?
SECTION – C
Answer any TWO questions (2 ´ 20 = 40 marks)
- Explain the Features and strategies to be adopted for a product at the Maturity stage.
- Explain the New Product development process for a two wheeler.
- HLL introducing Surf Excel colour gives you the following information to determine:
- i) Mark up pricing ii) Target Rate of Return pricing iii) Cost Plus pricing and iv) BEP pricing.
Production cost: Fixed cost Rs. 10 lakhs
V.C Rs. 20/unit
Investment Rs.20,00,000/-
Expected Sales : 20000 units
Mark-up expected is 20% on price
Target Rate of Return 8%