Exam Details
| Subject | integrated marketing communication and consumer behaviour | |
| Paper | ||
| Exam / Course | mba | |
| Department | ||
| Organization | solapur university | |
| Position | ||
| Exam Date | May, 2017 | |
| City, State | maharashtra, solapur |
Question Paper
M.B.A. (Part II) (Semester IV) Examination, 2017
MARKETING MANAGEMENT (Gr.A Paper III)
Integrated Marketing Communication and Consumer Behaviour
Day and Date Friday, 19-5-2017 Total Marks 70
Time 10.30 a.m. to 1.30 p.m.
Instructions Q. No. 1 is compulsory.
Attempt any two questions from Q. No. 3 and 4.
Attempt any two questions from Q. No. 6 and 7.
1. Case VICKS ACTION 500 14
It was introduced in India in 1979, 25 years ago, Today, the Caplets enjoy a
market share of 50% in anti-cold tablets category. To begin with people from
south and west of India preferred balms, but North Indians linked quick solution
to their cold problems. These days, however the consumption of Vicks Action
500 is much more in West and South, and accounts for two third of its sales.
Vicks Action 500 is India's first advertised OTC medicine, whereas other
anti-cold tablets were all doctor-prescribed. It was launched as one-dose
medication (the norm being two-dose then). It was colored yellow, rather than
white. Its brand name signified getting back into action'.
The numeral 500 was chosen to make it register in the minds of the rural folks.
The first account managers were O and M. The pilot ad with the words 'Haan
bhai Baan' was conceived. The first ad cast Dheeraj Kumar. Tiku Talsania was
next in line. These days, Ketki is doing the job.
Though Action 500 was given the status of a remedy to be taken at night on the
lines of Nyquil in the US, one attempt did not succeed. Even blister-pave did not
click.
Coldarin, the nearest competitor has a market share of P&G wants it become
universally available even outside drug stores. P G also wants to penetrate the
market in the north.
Analyse the above Case.
Identification of the problem.
Suggest alternative solutions.
Select best solution.
2. Write short notes on (Attempt any two) 14
Advertising Appropriation.
Trade Fairs and Exhibitions.
Consumer relevant reference group.
3. Write short notes on (Attempt any two) 14
Advertising Agency.
Levels of consumer decision making.
Consumer Satisfaction Concept.
4. Write short answers (Attempt any two) 14
Explain nature and characteristics of Indian Consumer.
Discuss the AIDA Concept.
Explain the buyer's and seller's rights.
5. What is IMC Explain the process of IMC in detail. 14
6. Define media planning, also explain steps in development of media plan. 14
7. What is advertising Explain in detail the functions and classifications of
advertising. 14
MARKETING MANAGEMENT (Gr.A Paper III)
Integrated Marketing Communication and Consumer Behaviour
Day and Date Friday, 19-5-2017 Total Marks 70
Time 10.30 a.m. to 1.30 p.m.
Instructions Q. No. 1 is compulsory.
Attempt any two questions from Q. No. 3 and 4.
Attempt any two questions from Q. No. 6 and 7.
1. Case VICKS ACTION 500 14
It was introduced in India in 1979, 25 years ago, Today, the Caplets enjoy a
market share of 50% in anti-cold tablets category. To begin with people from
south and west of India preferred balms, but North Indians linked quick solution
to their cold problems. These days, however the consumption of Vicks Action
500 is much more in West and South, and accounts for two third of its sales.
Vicks Action 500 is India's first advertised OTC medicine, whereas other
anti-cold tablets were all doctor-prescribed. It was launched as one-dose
medication (the norm being two-dose then). It was colored yellow, rather than
white. Its brand name signified getting back into action'.
The numeral 500 was chosen to make it register in the minds of the rural folks.
The first account managers were O and M. The pilot ad with the words 'Haan
bhai Baan' was conceived. The first ad cast Dheeraj Kumar. Tiku Talsania was
next in line. These days, Ketki is doing the job.
Though Action 500 was given the status of a remedy to be taken at night on the
lines of Nyquil in the US, one attempt did not succeed. Even blister-pave did not
click.
Coldarin, the nearest competitor has a market share of P&G wants it become
universally available even outside drug stores. P G also wants to penetrate the
market in the north.
Analyse the above Case.
Identification of the problem.
Suggest alternative solutions.
Select best solution.
2. Write short notes on (Attempt any two) 14
Advertising Appropriation.
Trade Fairs and Exhibitions.
Consumer relevant reference group.
3. Write short notes on (Attempt any two) 14
Advertising Agency.
Levels of consumer decision making.
Consumer Satisfaction Concept.
4. Write short answers (Attempt any two) 14
Explain nature and characteristics of Indian Consumer.
Discuss the AIDA Concept.
Explain the buyer's and seller's rights.
5. What is IMC Explain the process of IMC in detail. 14
6. Define media planning, also explain steps in development of media plan. 14
7. What is advertising Explain in detail the functions and classifications of
advertising. 14
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- global human resource management
- group d – system management (paper – ii)
- human resource initiatives (paper – ii)
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- indian financial system
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- industrial engineering
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- integrated marketing communication and consumer behaviour
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- international business environment (old)
- international business environment (paper – i)
- international finance
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- international logistics
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- management accounting
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- management acounting
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- managerial communication – i
- managerial communication – ii
- managerial economics
- managerial excellence
- marketing management
- marketing management (cbcs)
- operations management
- organisational behaviour
- organizational behaviour
- paper – ix : marketing management
- paper – xii : production and materials management (old)
- paper – xiii : economic environment of busines
- paper – xiv : managerial comunication – ii
- paper – xv : research methodology
- paper – xvi : event management(new)
- paper – xvi : operations management
- paper – xvii : strategic management
- performance management and compensation
- perspectives of management
- principles of management
- product and brand management
- product and brand management (paper – i)
- production and materials management
- production management and operations research (paper – xii)
- programing concepts and advanced
- programming concepts and advanced excel
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- purchasing and inventory management
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- quality management
- relational database management system
- research methodology
- research methodology (paper – xv)
- retail and rural marketing
- sales and distribution management (new) paper – xx
- sales and strategic marketing
- sales and strategic marketing (new cbcs)
- sales and strategic marketing (old)
- security and control information system
- skill development (paper – xix)
- statistical methods
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- strategic financial management
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- strategic human resource management
- strategic human resource management (old)
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- system management
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