DRONACHARYA COLLEGE OF ENGINEERING, GREATER NOIDA

UPTU Roll No....................

SECOND SESSIONAL TEST, 2010-11
Class: 1st Sem, (MBA)
Subject: Marketing Management (MBA 016)
Time: 2 Hours Max. Marks: 30
Note: - The question paper contains three parts. All questions are compulsory.
PART-I
(All twelve questions are compulsory-Each carries marks)
1. Marketing provides maximum satisfaction of ____________
a. Profits
b. Human needs and wants
c. Any of the above
d. Both of the above
2. Which concept of marketing is product oriented?
a. Old concept of marketing
b. Modern concept of marketing
c. Entity concept of business
d. All of these
3. Marketing helps business in earning profits. True/False.
4. Marketing does not create goodwill for a firm. True/False.
5. Industrial markets can be classified as
a. Producer
b. Reseller
c. Organizations
d. All of the above
6. Marketing management is a term ______ than sales management
a. Wider
b. Narrower
c. None of the above
d. All of the above
7. The market environment consists
a. Socio economic
b. Competition
c. Technology
d. All of the above
8. Product differentiation means
a. The technique used by a company to make its product distinct
b. Competitive form
c. None of these
d. Both of these
9. The procedure for segmenting the industrial markets is different than the
a. Consumer market
b. Business market
c. Industrial market
d. All of the above


10. The study of human population is known as
a. Geography
b. Demography
c. Psychography
d. None of these
11. The major instruments of marketing in the hands of management are
a. Production
b. Distribution
c. Pricing
d. All of the above
12. Marketing mix consists of
a. Product
b. Price
c. Promotion
d. All of these
PART-II
A Case Study on Ganga Soap
If the Western Media's projection about the social and cultural makeup of India
was correct, then Ganga soap would have been the most sold soap brand in the world.
Those who have been watching India specific programs in BBC and National Geographic
may wonder how can such a brand fail in the land of elephants and Sadhus? Ganga soap
was launched in 1993. The soap was positioned on the religious platform and was
claimed to be made of water from the river Ganges. The soap saw its end in the early
2000.

The brand came from a well known Godrej. The brand was promoted heavily and
even had the film stars like Govinda endorsing it. Promoted using the tagline Now bath
in Ganga" very directly puts the soap in a religious platform. Reports suggest that the
brand's initial sales were encouraging. Ganga had a revitalisation effort in 1997 when
Godrej tried to relaunch the brand under the name Doodh Ganga. But those efforts went
in vain.
The primary reason why the brand failed was that the differentiation was not
sustainable over time. Although Hindu's are very religious in nature and respect the
tradition but the consumers are discerning when it comes to purchasing products. There
is a clear divide between religion and products. Consumers seldom like mixing the two.
It is OK if religion and politics are mixed but not soaps and Gods. That may be the
reason why the toys of Hindu mythological characters are not popular in India.
The brand when launched was really praised for its innovative thinking. One could
see through the logic of the launch. Just looking at the crowd at Kumbh Mela would
encourage any marketer to think about launching a product for the devotees of Ganga.
But a closer look at the customers could have proved the marketer wrong. Why would a
customer buy a product? That is a question that could reveal that Love for Ganga would
not turn in sales.
Rather than using Ganga as a differentiator, Godrej could have positioned the
product on the basis if Purity and Gentleness like the Pears Soap. The can show the use
of Water from Ganga to reinforce the positioning. But the religious platform failed
miserably. More over this platform is too old dated for our new generation. Another
funny element is that although Hindus revere the Ganges, people are aware that the
river is the most polluted one. Hence there were consumer buzz that using a soap made
from such water may be dangerous. Sensing this consumer talk, Godrej had to tell that
the water was taken from places near the origin of Ganges hence not polluted. Overall it
was a messy affair.
Ganga is a brand that could have survived as a small niche. The failure of such a
brand should inspire a marketer to delve deep into the psyche of Indian consumer before
jumping into conclusions.

Questions:-
Q.1 what was the reason for the failure of the brand? (3 marks)
Q.2 what steps could Godrej have been taken to avoid the failure? (3 marks)
PART-III
Attempt any Three of them.
Q.1 What do you mean by marketing? How it is different from selling?
Q.2 What do you mean by product? Explain product mix decisions.
Q.3 What do you mean by product life cycle? What are its stages?
Q.4 Explain advertising and its objectives.































DRONACHARYA COLLEGE OF ENGINEERING, GREATER NOIDA
UPTU Roll No....................
SECOND SESSIONAL TEST, 2010-11
Class: 1st Sem, (MBA)
Subject: Marketing Management (MBA 016)
Time: 2 Hours Max. Marks: 30
Note: - The question paper contains three parts. All questions are compulsory.
PART-I
(All twelve questions are compulsory-Each carries marks)
1. Which among the following is a feature of marketing?
A. Integrated marketing
B. Consumer orientation
C. Profit maximization
D. All of these
2. The concept of marketing myopia was given by
a. Peter Drucker
b. Philip Kotler
c. Theodore Levitt
d. All of these
3. Demand of industrial goods is inelastic in nature.(True/False)
4. Channel of distribution for industrial good is long.(True/False)
5. Price of product affects its________
a. Demand
b. Production
c. Customer
d. All of these
6. The situation in which the seller takes the maximum price which the customer is
willing to pay for the product is__________
a. What the traffic can bear price
b. Skimming price
c. Penetration price
d. All of these
7. Cost is the main consideration while setting the price of the product.(True/False)
8. Retailer provides feedback to wholesalers and ____________ about customer
preferences.
a. Manufacturers
b. Retailers
c. Customers
d. None of these
9. Which of the following is not a function of distribution channels?
a. Minimizing total transactions
b. Aiding communications
c. Managing finances
d. None of these




10. Which among these is a channel of direct marketing?
a. Direct mail
b. Sales call
c. Both of the above
d. None of the above
11. Promotional activities include
a. Advertising/selling
b. Sales promotion
c. Publicity
d. All of the above
12. No cost tools of promotion mix are
a. Advertising
b. Publicity
c. Marketing
d. Incentives
PART-II
A Case Study on Corona
Carona was a heritage brand of India which was once the second largest footwear
company in India. The brand is now no more. Carona is one of those brands which could
not withstand the competition which came after 1991.
Carona was a brand which flourished during the license raj. The brand flourished along
with Bata. Infact Carona was fighting head on with the market leader Bata. There were
only two choices for quality footwear Bata and Carona.
Carona in a way imitated Bata in every possible manner. The shops and the products
were extremely similar. When Bata launches one style, Carona quickly followed suit.
Both Bata and Carona was instrumental in popularising canvas shoes in India. These
shoes were a rage among kids at that time.
In 1992, Carona tried to tap the premium segment by launching the German sports shoe
brand Puma in the Indian market. This was to counter the popular Power, Northstar and
Hush Puppies brand from Bata.
Carona made a big mistake while launching Puma. The company felt that the Indian
consumers will fall for the global brand. The Puma brand was priced above Rs 600. At
that time the Bata brands like Power and Northstar was retailing in the range of Rs 200 -
300. Puma was a big flop in the Indian market because of wrong pricing. The joint
agreement was cancelled by Puma in 1998.
The environment changed drastically during late 90's with the market opening up. All the
footwear companies faced the issue of tough competition and increased costs. The cost
was primarily attributed to the heavy workforce that these companies had.
New brands like Liberty, Action, and Lakhani etc began to corner the market with new
designs and fashion. Foreign brands like Nike, Reebok and Adidas began to market
aggressively which further worsened the position of Carona.
Both Bata and Carona went in for big trouble those days. Bata had the backing of their
foreign parent which helped them sail through the restructuring exercise. Carona did not
have that luxury. Bata was able to sustain itself by launching new models at affordable
price ranges. But Carona was not able to excite the market with new launches. Both
Bata and Carona had its own showrooms which became expensive to maintain. .Carona
went in to BIFR fold in 1998.
In 2003, BIFR recommended closing down of Carona. BIFR noted that Carona
Management did not have the will or the capacity to sustain the company. Carona went
into eternal sleep in 2003. Carona was a brand that failed because of mismanagement.
Somewhere the company lost its control over the costs. It failed to understand the
competition and respond to it.
Questions
What was the reason for brand failure? (3 marks)
Why Bata didnt face the same problem? (3 marks)
PART-III
Attempt any Three of them.
Q.1 Explain the concept of marketing management. Write the functions of manager.
Q.2 Explain the components of marketing environment.
Q.3 Explain product line, product length and product depth.
Q.4 What do you mean by direct marketing, advertising and sales promotion?