MODEL PAPER-I

SRI BALAJI SOCIETY PGDM-SECOND SEMESTER EXAMINATION BATCH: 2011-2013

MARKETING MANAGEMENT -II Time: 3Hrs Marks:100

1.

(a)

What are the steps in preparing a market oriented strategic plan? Explain each in detail

(b)

Present your plan to the top management to get their approval. What should you present ? Make a format and filling details for an imaginary approval.

2.

(a)

Explain the way a firm selects channels of distribution .What factors are needed for consideration?

(b)

Suggest alternative channels of distribution for 9a) ice cream and (b) refrigerators for a national distribution

(a)

Why is personal selling a very important communication channel ? How is it superior to advertising?

(b)

What is value added selling? As a sales manager, how do you do this on any imaginary product.

4.

(a) (b)

Pricing is a very important aspect of marketing mix. Why? Explain various pricing methods with examples Explain various product strategies followed by FMCG companies taking any company as an example.

5.

(a)

(b)

Why is branding becoming increasingly necessary in today's competitive market place? What branding strategies are available to choose from?

6.

Write short notes on A. B. C. D. E. Customer value creation Positioning strategies Repositioning strategies Direct marketing tools STP framework

MODEL PAPER-II
SRI BALAJI SOCIETY PGDM-SECOND SEMESTER EXAMINATION BATCH: 2011-2013

MARKETING MANAGEMENT -II Time: 3Hrs Marks:100

1.

Why is market orientation becoming increasingly necessary today? What factors are responsible for this?

2.

How do firms add value? What alternate strategies are available for consideration? What are the relative merits and demerits of these/

3.

What portfolio management models are you aware of for a form to have a balanced mix? what are merits and demerits of each?

4.

Explain how a firm develops its pricing policy? What are the steps involved in developing an appropriate pricing strategy?

5.

Explain what you know of product life cycle management? How do well managed brands avoid or delay maturity and decline stages?

6.

Write short notes on 4 (a) (b) (c) (d) (e) Customer Delivered Value Customer Life Time Value How do firms look out for growth opportunities New product development process steps Channel crisis management

MODEL PAPER-III
SRI BALAJI SOCIETY PGDM-SECOND SEMESTER EXAMINATION BATCH: 2011-2013

MARKETING MANAGEMENT -II Time: 3Hrs Marks:100

1.

What are channel management tasks? How are channel crises created and managed?

2.

How do firms look out for market opportunities? Explain various techniques.

3.

Explain what do you know of Percieved Value pricing strategy? How do you price a new product based on this?

4.

What direct marketing tools are gaining popularity nowadays? Why? How do they differ from advertising?

5.

Explain how multi branding is different from line extensions? Explain limitations of brand extension strategies.

6.

Write short note on (a) (b) (c) (d) (e) Umbrella branding Brand repositions Project proposal presentation Balanced portfolio Value pricing

MODEL PAPER-IV
SRI BALAJI SOCIETY PGDM-SECOND SEMESTER EXAMINATION BATCH: 2011-2013

MARKETING MANAGEMENT -II Time: 3Hrs Marks:100

1.

Why is brand valuation necessary?why are brand values just estimates? How do firms estimate thebrand value in financial terms?

2.

Explain how do you create value to customers? What are the major strategies used? What is the contributuon of Porter to value addition?

3.

Explain how a marketing plan is made and how do you present it to management for approval?

4. 5. 6.

Explain why do channel crises take place and how do you resolve the same? Explain the steps in new product development and launch. Write short notes on any 4. a. b. c. d. e. Brand positions and repositions Value pricing strategy Percieved value pricing strategyd. Direct marketing tools Personal selling

MODEL PAPER-V
SRI BALAJI SOCIETY PGDM-SECOND SEMESTER EXAMINATION BATCH: 2011-2013

MARKETING MANAGEMENT -II Time: 3Hrs Marks:100

1.

How do firms search for market opportunities . What techniques do they use and how do they select the most attractive opportunity/

2.

You are offered Rs 500 crores and you need to recommend an opportunity in the market place to your management and make a presentation for approval of the recommended project.

3.

Why is value pricing ther most practiced pricing method by discount retailers like the Walmart ? What are the factors that help in the success of this pricing method.

4.

What are the channel needs of firms.? How do firms develop alternate channel choices and how do they select an appropriate channel ?How do the select channel members?

5.

How do companies develop balanced portfolios of products and brands? Explain the usual product and branding strategies followed by FMCG firms.

6.

Write short notes on any 4 a. b. c. d. e. Customer delivered vale Value creation sewlling Cost drivers Brand valuation Sealed bid pricing

MODEL PAPER-VI
SRI BALAJI SOCIETY PGDM-SECOND SEMESTER EXAMINATION BATCH: 2011-2013 MARKETING MANAGEMENT -II Time: 3Hrs Marks:100

Answers should be relevant and backed by the concepts delivered in class. Attempt any THREE questions from Question 1 to 5 . Each question carries 22 marks. Question Six is compulsory and carries 24 marks . 1. A) How is the process of B2B buying different from consumer markets? . (B) How can a firm improve customer delivered value? What do you understand by the term customer lifetime value? 2. A) What is service continuum and what are the distinguishing characteristics of Services in comparison to purely tangible goods? B) How will you handle perishability of services in a busy restaurant? 3. A) Explain the concept of value created selling. B) It is said that personal selling is the best form of dyadic communication. Explain 4. Prepare a detailed marketing plan for a newly established tour operator for char dhaam yatra.Make necessary assumptions and follow all the steps in detail.

5. A) Discuss the functions of channels of distribution .Draw channel levels for B2B and B2C markets . B) Discuss the concept of integrated marketing channels .Cite any 4 reasons for channel conflicts.

6. Write short notes on any four of the following (a) (b) (c) (d) (e) (f) Brand extensions New emerging market segments Market orientations for a firm tapping foreign markets Brand equity CRM and Relationship Marketing 24 marks

Service differentiation as a tool to obtain SCA .

MODEL PAPER-VII
SRI BALAJI SOCIETY PGDM-SECOND SEMESTER EXAMINATION BATCH: 2011-2013 MARKETING MANAGEMENT -II Time: 3Hrs Marks:100 Answers should be relevant and backed by the concepts delivered in class. Attempt any THREE questions from Question 1 to 5 . Each question carries 22 marks. Question Six is compulsory and carries 24 marks . 1 A) What do you understand by reciprocal buying? Discuss how promotion will be executed in B2B market situation?. (B) What is customer engagement ? Discuss the dangers of ignoring a dissatisfied customer. 2. A) Discuss the marketing mix strategies that you would deploy to market water recycling services provided by your firm. B) Is ERM management a critical milestone in services marketing ? Explain A) Discuss the steps involved in personal selling. B) What is value factor selling? What is the importance of ethics in personal selling? 4. Prepare a detailed marketing plan for a newly established pickle manufacturer for the SEC C segment of Pune market.Make necessary assumptions for creating your plan. A) Discuss the pros and cons of Multilevel marketing.Are direct channel arrangements better over the Indirect channels? B) Draw channel levels for a consumer durable, a perishable , an industrial lubricant and spare parts of an aircraft. 6. Write short notes on any four of the following (g) Brand Equity 24 marks

3.

5.

(h)

Pester Power Segment

(i)

Market entry : International Markets

(j)

Customer Lifetime value

(k)

Routes to SCA

(l)

Discriminatory and Differential pricing strategies.

MODEL PAPER-VIII
SRI BALAJI SOCIETY PGDM - SECOND SEMESTER EXAMINATION BATCH: 2011 2013 MARKETING MANAGEMENT - II Time : 3Hrs Marks: 100 Note :1. Attempt Q.No. 6 and any THREE questions. 2. All questions carry 22 marks excepting Q.No.6, which carries 24 marks.
1. (a) Describe the different levels of market segmentation. (b) Explain with examples any three demographic variables used to segment markets. 2. Explain the various steps in the process of New Product Development for an Organization such as Maruti Suzuki India or ITC biscuits & snacks division. 3. Effective salespersons are born versus effective salespersons can be trained. Take a position on any one of these statements and & give your reasons. 4. Define & explain with examples the concepts of customer value, customer satisfaction & customer royalty. 5. Distribution channels for automotive fuels (diesel, petrol) in India are very powerful & are a nuisance to the public sector oil company management. Can you design a innovative channel for automotive fuels or for improving the profitability of petrol/ diesel outlets ? 6. Write short notes on any four: (a) (b) (c) (d) (e) (f) Market follower strategies. Brand Equity. Green Marketing. Skimming Pricing. Channel Conflict. Sales Quota

MODEL PAPER-IX
SRI BALAJI SOCIETY PGDM - SECOND SEMESTER EXAMINATION BATCH: 2011 2013 MARKETING MANAGEMENT - II Time : 3Hrs Marks: 100

1. What is distribution objective? What does it mean when we say that distribution objectives should be co-ordinated with other objectives & strategies of an organisation? 2. (a) Who participates in business buying decisions? (b) What buying situations do organisational buyers face? 3. (a) Explain the 5 steps of target market selection. (b) Identify & describe the various roles that people play in a consumer product buying decision. 4. (a) What marketing strategies are appropriate at each stage of the Product Life Cycle (PLC). (b) Explain any two qualitative techniques for sales forecasting. 5. (a) How do organisations identify their primary competitors? (b) What options do market leaders have to defend their market share? 6. Write Short Note on any four:

(a) Territory Design. (b) Penetration Pricing. (c) Brand Extension. (d) Channel Power. (e) Generic Competition. (f) Perceived value

MODEL PAPER-X
SRI BALAJI SOCIETY PGDM - SECOND SEMESTER EXAMINATION BATCH: 2011 2013 MARKETING MANAGEMENT - II Time : 3Hrs Marks: 100

1. Define & describe the five forces that determine the intrinsic attractiveness of a market or market segment. 2. What are the key factors service organisations use to develop brands. Explain with reference to a fast food service organisation. 3. (a) Briefly describe the different levels of market segments. (b) What are the requirements of an effective market segment? 4. Does distribution add value to the marketing of a product or does it merely add to the cost of a product. 5. Briefly describe each one of the steps in the New Product Development process. 6. Write Short Note on any four: (a) Cash & carry whole sellers. (b) Brand Equity. (c) Sales Process. (d) BCG Matrix. (e) Price Bundling. (f) Marketing channel systems

MODEL PAPER-XI
SRI BALAJI SOCIETY PGDM - SECOND SEMESTER EXAMINATION BATCH: 2011 2013 MARKETING MANAGEMENT - II Time : 3Hrs Marks: 100
1. (a) Describe the Industry Approach & Market Approach to identifying & defining competitors. (b) What are the Points of Difference & Points of Parity. 2. (a) What are the major ways of entering a foreign market for a firm? (b) What are the differences between a Global Company & an MNC? 3. (a) How should a company set prices for the first time for its products? (b) What is value pricing? 4. Design a distribution channel for an FMCG company launching cooking oil with superior ingredients of anti ageing properties give reasons for the design. 5. An organisations only responsibility to society is to earn fair profits. Comment. 6. Write Short Notes on any four: (a) Promotional Mix. (b) E-commerce. (c) Core- competency. (d) SWOT Analysis (e) Business Buying Behaviour. (f) Follower strategies

MODEL PAPER-XII
SRI BALAJI SOCIETY PGDM - SECOND SEMESTER EXAMINATION BATCH: 2011 2013 MARKETING MANAGEMENT - II Time : 3Hrs Marks: 100

1. Briefly describe the contents of a marketing plan & explain why you think that the working of a marketing plan is important to any business. 2. (a) Do you believe that Multinationals are beneficial or harmful to developing countries? Why? (b) What is Direct Investment & what is a Joint Venture? 3. Your boss has asked you to purchase computers for the entire department of 150 persons, because you understand computers & you have recently purchased a computer for your personal use. How will your buying process for the company differ from the recent purchase you made for yourself? 4. Describe market segmentation in terms of historical evolution of marketing.

5. Analyse a recent experience that you have had with a service business (e.g. hair dresser, movie theatre, restaurant, car or bike repair, bank, dentist etc) in terms of your expectations & perception about the various components of service quality. 6. Write Short notes on any four: (a) Channel Flows. (b) Demographic variables for market segmentation. (c) Market follower strategies. (d) Product line pricing. (e) Business market segmentation. (f) Derived demand