EXECUTIVE M.B.A. DEGREE EXAMINATION, MAY 2017
First and Second Years
MARKETING MANAGEMENT
Time 3 Hours Maximum Marks: 70
SECTION-A × 5 15)
Answer Three questions
Q1) Concept of Marketing.
Marketing intelligence
Psychological pricing.
Pre-testing.
Cognitive dissonance.
Marketing budget.
SECTION-B × 15 45)
Answer Three questions
Q2) Discuss about social responsibilities of marketing.
Q3) Briefly explain about various types of market positioning strategies.
Q4) Describe the process of consumer adoption.
Q5) Give an overview on product line decisions.
Q6) Explain the significance and objectives of pricing.
Q7) What are various functions of marketing channels?
SECTION-C
Compulsory
Q8) Case study:
Sudha Home Appliances pays its sales people well. They are on expense
account. Their promotional prospects are bright. They get an opportunity to
travel to exotic places as a reward for their service. Many sales people draw five
figure salaries.
Sudha Home Appliance has thought about an incentive plan to keep the sales
people motivated. IT has started to think of ways and means to compensate
sales people without increasing their tax liability. It has thought of providing the
sales people a catalogue of house hold items which can be obtained by
redeeming the points earned by them on the basis of performance. It will provide
good opportunity to sales people to point out to others with a great degree of
pride what they have achieved by showing the house hold items and then
explaining how they won it.
They also want to introduce a travel plan, because a travel to beautiful locales
home and abroad is an ultimate dream of many people. Travel plan scores over
reward redemption scheme because a reward that is repeated does not have
incentive value where as travel plan though repeated keeps up its incentive
value. Travel plan is also a family affair.
Questions:
What is the real issue in this case?
Can you think of some more incentives for Sudha's sales people?