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

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

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