INDIAN INSTITUTE OF MATERIALS MANAGEMENT
Post Graduate Diploma in Materials Management
Paper 18 D
Marketing Management
Date: 18.06.2016 Max. Marks 100
Time: 2.00 p.m. to 5.00 p.m. Duration 3 hours
Instructions:
1. From Part contains 4 main questions (with 8 sub questions) each question carries 1 mark. Total 32 marks
2. From Part B answer any 3 questions out of 5 questions. Each question carries 16 marks. Total 48 marks
3. Part C is case study with sub questions. Read the case carefully and answer the sub questions 20 marks.

PART A 32 marks
(Compulsory, each question carries 1 mark)
Q1. Match the following: 8 marks
1. Value Chain Analysis A. Retrenchment Strategy
2. Service Triangle B. Industry Analysis
3. Dogs C. Macro Environment Analysis
4. Process D. Strategic Intent
5. AbrahamMaslow E. Interactive Marketing
6. Mission F. Michael Porter
7. PESTEL G. 7Ps
8. Five Force Model H. Self-Actualization
Q2. Fill in the Blank 8 marks
A. is non-personal communication that is typically in the form of news story and is
transmitted through the mass media.
B. is a form of market in which there are a large number of buyers and seller buying
/selling homogeneous product with no barrier on entry and exit.
C. Unfavorable economic conditions, decline in profit and sales and change in trends describe
stage of PLC.
D. Theory of Mercantilism propagates: encourage exports and discourage
E. the dimension of service quality is defined as the ability to perform the
promised service dependably and accurately.
June 2016
F. is comparing market share of a company with that of its next biggest
competitor.
G. testing refers to conducting laboratory tests while beta testing means that a sample
of customers use the product prototype and give their feedback.
H. The deliberate decision to cut down the number of items in product line(s) is termed as
Q3. True/False 8 marks
A. Physical evidence increases the risk perception by customers by offering tangible evidence of the
promised service delivery.
B. Media scanning is the process of scanning competitor's ads to arrange a unique media plan so
that they do not coincide.
C. Maturity is the last stage of Product life cycle.
D. Market segmentation is the process of dividing the homogeneous markets into heterogeneous
sub-groups of consumers.
E. A service is an intangible product involving a deed, a performance, or an effort that cannot be
physically possessed.
F. Demographic environment refers to the factors related with population i.e. size, growth rate, age
and distribution, religious composition and literacy levels.
G. A more narrowly defined group of potential customers is termed as mass marketing.
H. Physiological needs form the foundation of Maslow's need hierarchy.
Q4. Expand the following terms: 8 marks
A. PoP
B. PEST
C. VMS
D. SCM
E. TQM
F. USP
G. MI
H. KM
PART B (48 marks)
Write any THREE questions out of five i.e. Q-5 to Q-9 (16 marks each)
Q5. U&I garments Limited is a company that manufacture organic cotton clothing. The garments are
made with organic cotton yarn that is not only safe but skin friendly also. As a marketer give your
suggestions to the company outlining a marketing research process to study the consumer
attitude towards organic cotton clothing.
Q6. As a marketer, narrate your understanding about the consumer's buying behavior. Identify the
different buying roles played in making and giving inputs into the buying decision for purchase of
a smart phone by a teenager and discuss how different marketing campaigns might be targeted
towards different individuals.
Q7. Elaborate the various foreign market entry strategies and discuss its advantages and
disadvantages.
Q8. Discuss how Samsung has been able to remain ahead of times by enlivening the products life
cycle of its leading smart phone model 'GALAXY'. Discuss the different stages in a Product Life
Cycle (PLC).
Q9. Nestle's instant noodle is available in packs of different sizes (Chota Maggi, Hungroo
Pack, Family Pack, Regular Pack) at a wide range of price in the market. What do you think is the
marketing strategy behind such type of pricing?
PART-C (Total marks- 20)
Q-10 Read the following case and attempt the questions given at the end:
A consumer product company is considering the development and launch of a new mosquito repellent.
This product would consist of a liquid dispenser, much like deodorant containers, you are familiar with.
The mosquito repellent easily comes out from the nozzle and rapidly spreads in vapor when its pushbutton
release is pressed lightly. Only a small amount of repellent is dispensed with each press and is
mildly perfumed. The chemical used is completely non-toxic for humans and pets. Only 5 ml. of repellent
is enough for a room measuring 14x12 sq. feet and its effect persists for two days after the room is
sprayed just once.
A. Discuss, how you will be undertaking the concept testing of this new mosquito repellent
before its launch?
B. What are the limitations and challenges in concept testing?