MBA DEGREE EXAMINATION, MAY 2017
Second Year
Marketing Management
Time 3 Hours Maximum Marks 70
SECTION A × 5 15)
Answer any three questions
Q1) Services marketing
Marketing research
Consumer Behaviour
Need for packing
Personal selling
Sales forecasting
SECTION B × 15 45)
Answer any three questions
Q2) Define marketing. Explain its present scenario in developing economics.
Q3) Describe the steps in marketing planning.
Q4) What are the determinants of consumer behavior?
Q5) Explain the phases in product life cycle.
Q6) Discuss about different methods of pricing.
Q7) Examine the need for and benefits of sales forecasting.
SECTION C
(Compulsory)
Q8) Case study
Case Sriram Ltd. is the nation's largest fan manufacturer. Each fan division (Ceiling,
Pedestal, Table, Exhaust) has a separate advertising budget, advertising staff and sales
force. Advertisements are screened by Divisional Sales Managers, General Manager, the
overall General Director of advertising. General promotion plans are received by the Sriram
Ltd., marketing policy group. There are also separate sales promotion budgets for
dealer incentive contests, dealer announcement shows, posters, window displays and fan
shows. Publicity is sought each time a new model or innovation is introduced. Sriram
Ltd., institutional advertising is handled by a public relations department. These advertisements
stress the Company's commitment to building better products and holding down
insurance costs.
Questions
Assess the promotion mix of Sriram(P) Ltd.
Should Sriram Ltd. use the same promotion mix for each of its product line?