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 )
- What is target marketing?
- Differentiate between needs, wants and demands of people.
- Write a short note on SWOT analysis.
- What is value network?
- Write a note on ‘Channel Pricing’.
- What is a ‘Zero-Level Channel’?
- What is E – Marketing?
- Define the term ‘Marketing Research’.
- What is database marketing?
- What is an Integrated Logistics System?
SECTION – B
Answer any five questions: ( 5 x 8 = 40 )
- What are the tasks necessary for successful marketing management?
- What are the internal records that are useful for marketing managers to spot opportunities and problems? Briefly explain.
- Explain are the various stages of Product Life Cycle.
- What is product innovation? What are the factors influencing product innovation? Explain.
- What are the various pricing techniques adopted by companies to stimulate early purchase? Explain.
- What is ‘Lifetime Value of Customers’ and how can marketers maximize it? Explain.
- What are the characteristics of products? How do marketers classify products? Explain.
- What are the major types of retailers? Explain.
SECTION – C
Answer any TWO questions: ( 2 x 20 = 40 )
- What decisions do companies take in managing their channels? How do they integrate channels and manage channel conflict? Explain.
- What is consumer behavior? How do consumer characteristics influence buying behavior? Explain
- Explain the role of marketing communications. How do marketing communications work?