M.B.A. DEGREE EXAMINATION, APRIL 2017
Second Semester
MARKETING MANAGEMENT
(Common for M.B.A. (CS)/M.B.A. (G)/M.B.A.
(CBCS 2016 onwards)
Time 3 Hours Maximum 75 Marks
Part A x 3 15)
Answer all questions.
All questions carry equal marks.
1. What is 'positioning'?
2. Distinguish between consumer and customer.
3. What is test marketing?
4. What is product life cycle?
5. Distinguish between personal selling and impersonal
selling.
Part B x 10 50)
Answer all questions, choosing either or
All questions carry equal marks.
6. Explain the modern marketing philosophy.
Or
Discuss the bases for segmentation.
Sub. Code
622203/
641203/
643202
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7. Explain the sociological and psychological factors
that influence consumer behavior.
Or
Discuss any two applications of marketing research.
8. Discuss the reasons for failures of new products.
Or
Discuss the choices available under strategic
branding decisions.
9. What are the decisions involved in management of
selected channel of distribution?
Or
Discuss the modern trends of retailing.
10. Explain the factors influencing selection of
promotion mix.
Or
Explain the major tools of public relations and
publicity.
Part C 10 10)
(Compulsory)
11. Read the following case and answer the questions.
Ikea is a good example of a company that successfully
uses a combination of positioning strategies that satisfies
the needs of a particular segment to find a distinctive
international position in a competitive market. Ikea is a
Swedish company that retails furniture around the world.
It uses demographic and family-based segmentation to
target primarily young people who cannot afford to buy
expensive furniture, but have aspirations for a nice,
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fashionable and comfortable home. Ikea uses consistent
brand visuals both outside and inside its stores, and
carefully considers the needs in its market segment by
keeping its costs low, yet providing good service.
For example, it limits sales staff, but provides enough
well-trained staff who can answer all questions about the
sections to which they are attached. It is supported by an
effective computerized system that informs customers of
stock and delivery times. Smaller items can be purchased
immediately while larger ones take 6-8 weeks to deliver.
Customers pay at a final-pay station, and order or select
goods as they move through the well sign-posted store.
So it appears like a grand supermarket with staff in
attendance. Customers can assemble all items
themselves as Ikea designs its furniture for self assembly,
or has delivery staff to do it for a small additional fee.
Furniture is displayed in a room format so that
customers can see how various combinations would
appear together in their own rooms. Finally, there is a
children's play area and a cafeteria catering to those
extra needs of young families, and opening hours cater to
working customers. In terms of combining positioning
strategies, the targeted segment gets value for money,
aspirational satisfaction, complete access to varieties and
combinations of product features and attributes rooms
that solve choice problems and emotional satisfaction
through thoughtful layout and services.
Questions
Analyze the positioning strategy of IKEA.
What kind of training need to be imparted to sales
force of IKEA?
What else need to be done to retain the customers?
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