Total No. of Questions 08] [Total No. of Pages 02
M.B.A. DEGREE EXAMINATION, MAY 2018
Second Year
Marketing Management
Time 3 Hours Maximum Marks :70
SECTION A
Answer any three of the following questions. × 5 15)
Q1) Packaging
Branding
Brand ambassador
Marketing research
Pricing policies
Distribution strategy
SECTION B
Answer any three of the following questions. × 15 45)
Q2) Discuss in detail the application of marketing.
Q3) Write a detailed note on market segmentation.
Q4) What are the determinants of consumer behaviour?
Q5) Explain product life cycle phases in detail.
Q6) Distinguish between advertising and publicity.
Q7) State the methods of sales forecasting.
(DBUS23(NR))
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 provied 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?