LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
M.Com. DEGREE EXAMINATION – COMMERCE
|
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 )
- Who is called Potential customer? Give an example.
- Who is the innovator in PLC?
- What is the difference between Captive product and Optional product?
- What is meant Pull and Push strategy?
- When are the sales and the Profits found maximum in the PLC?
- When is the customer said to be satisfied?
- How is the Marketing mix important for a marketer?
- Differentiate Intensive from exclusive channel.
- What is the difference between targeting and positioning?
- What is meant by prestige pricing? When is such strategy followed?
SECTION – B
Answer any FIVE questions from Section B: ( 5 x 8 = 40 )
- Draw a grid to show the various elements of product mix with 35 products and explain its significance.
- Explain the adoption and diffusion processes with diagram or chart.
- What are the positioning strategies you may suggest for successful marketing of fabric clothes?
- Write a marketing strategy statement for a Boost, a milk powder under New Product development.
- Explain the various appeals (any four) to be used to promote a product, with examples and illustrations.
- Explain the various discounts and allowances offered to the customers and dealers.
- Explain the various factors influencing the channels selection decision.
- Explain the various geographic factors available for segmenting the consumer market.
SECTION – C
Answer any TWO questions from Section C: ( 2 x 20 = 40 )
- 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.
- What are the important factors influencing the pricing decisions in the market? Explain with suitable examples.
- “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.