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Seat Total No. ofPages:2

No.

M.P.A..(Part - I! (Semester - IID (CBCS)

' Examination, May - 2017
Group - A : MARKETING MANAGEMENT (Elective - I)
Contemporary Issues in Marketing (Paper - I)
Sub. Code : 57227
Day and Date I Wednesday, l7 - 05 - 2017 Total Marks : 80
Time : 3.00 p.m. to 6.00 p.m.

Insl.uctions: O Qucstion No. 1 and 5 are compulsorJ.

2) Solve any two questiols lrom Q.2 to Q.,1.
3) Figures inright indicate iull marks.

Ql) Case Study:

Navmchi is one of the oldest and reputed restaurants in Sangli city. It is
located in the heaft ofthe cit), on the 2,'d floor of a commercial complex. This
hotel has old custoner base as it is popular for Maharashtrian Dishes. Though
the ambianc.ti ofthis hotel is comparatively otd iashioned, yet it has til1 now
never realized the need to change irs age old service scape.
For lasi two years, Navruchi is facing problem of stagnant sales turnover.
They have analyzed the problem and have observed few aspects;
a) A neu,hotel located in the outskirts ofSangli is attracting customers.
b) Along with Maharashtrian Dishes new hotels serue different varietv of
cuisines.
c) There is a vast diflerence between ambiance ofnew lrotels and Navruchi
hote1.
d) The stafTofneu,'ly established restarrant is well-[ained and prolessional.
e) These restaurants adapt innovative promotional strategy to matcl.] demand
a:.rd capaciqr
As a management graduate, owners' of Navruchi have approached you to
extent your consultancy in this regard.
i) Summarize.the case study and ideniify the major marketing issues
involved in the case.
[5]
ii) What marketing strategies rvould you suggest to the owner, keeping in
. mind the existing serup ofthe hotel? t15l
. . P.T.O.
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Q2) a) What are the major environmental lactors that need to
be consirlere<I in
intemational marketing? ll0l
b) Whatmajor export documents are required during inten.ution, **O"il;i

Q3) a)
' Wiat do you mean by sen ices? Explain ir.r detail the characteristics of
serwices.
tlol
b) Explain in detail the seven ps ofsewice marketing. t10l

Qa) a) "Global marketing needs a separate marketing strategy,,.

Justi{y with the
help ofpr.odr.ict strategy and comnrunication strateg]. ll0l
b) Explain how the SERVeUAL model is used for monitor.ing
service
quatif? tr 0]

Q5) Write short notes (Any four):

[20]
a) Outline_ of Research prooess.

b) Momert of truth.
c) Sen ice process matrix.

d) Social marketing.

e) Global pricing strategies.

f) Service recovery and empoweiment.

.,< J< I