MARKETING MANAGEMENT – April 2003

PART A – (10*2 = 20 Marks)

1. Explain customer driven organization?

2. Explain socially responsible marketing?
3. Define Undifferentiated Marketing?
4. Explain co-branding?
5. What is perceived-value pricing?
6. Explain habitual buying behaviour.
7. Define Mass Customization.
8. Differentiate between push and pull promotion strategies.
9. Define Marketing Intelligence System.
10. Identify any four disadvantages of online marketing Research?

PART B – (5*16 = 80 Marks)

11. The Data Base of NAZ International – a five star hotel based at Chennai
reveals, a declining trend as regards the number of customer preferring the
hotel. The Management is seriously concerned about this problem, and they
are for initiating some reactive measures to improve the situation. Assume
that, on this background you have been consulted. Give your views /
suggestions to the management on the following aspects:

(i) The extent of competition, complex and challenges that prevail in

the Indian Hotel industry.
(ii) The approaches towards customer acquisition and retention.
(iii) Designing segment specific customer care programmes.
12. (a) (i) Discuss the major challenges of performing marketing functions, in a
rapidly changing global environment.

(ii) Discuss the relationship between marketing and other functional areas in
designing and delivering total customer satisfaction

(OR)

(b) (i) Explain any four different product life cycle pattern. Substantiate your
Answer with suitable examples drawn from Indian consumer products
Market.

(ii) A brand new cool drink Manufacturer would like to position the cool drink
I in the major cities of India. Suggest any four positioning options.
1
13. (a) (i) How does marketing to organization differ from that of individual?
Also based on your undertaking of organizational buyer behavior, evolve
marketing plan to market any one industrial product item to any organization,
of your choice.

(ii) Discuss brand image and brand equity relationship by drawing examples
from FMCG items available in the Indian market.

(OR)

(b) (i) Discuss the impact of life style analysis, in the marketing mix decision.
Relate your answer to Indian readymade garments industry.

(ii) Discuss the significance of store loyalty. What are your suggestions to
Improve loyalty score of a large scale chain store dealing with food
Products.

14. (a) Write notes on

(i) Brand Personification
(ii) Diffusion process
(iii) Interactive advertisements.
(iv) ECRM.
 (OR)

(b) Write notes on

(i) Value Chain
(ii) Computing lost customer value
(iii) Call center.
(iv) Channel conflict.

15. (a) (i) Identify any two major channel alternatives available to a brand new
Home PC Marketer, whose target is major metro cities of India.
Also explain the role and responsibilities of channel participants in each of
the channel alternatives you have proposed.

(ii) “Understanding buyer behavior is the key to formulate advertising

Strategy.” On this line, explain how the personal, interpersonal, and non
Personal determinants of individual buyer behavior, influence the
Advertisement strategies. Substantiate your answer with recent examples.

(OR)

(b) (i) A brand new cell phone manufacture would like to go for product
Launch all over India. Before the launch to take place, he would like to
Have a clean understanding of the potential customers’ perception and
Preference for cell phones. Suggest a suitable marketing research design,
Execution of that will meet all his requirements.

(ii) Discuss how information technologies enable to integrate, markets,

Marketers and marketing.