M.Phil. (Management) DEGREE EXAMINATION,
APRIL 2016
ADVANCED MARKETING MANAGEMENT
(CBCS 2012 onwards)
Time 3 Hours Maximum 75 Marks
Section I 3 21)
Answer all questions.
1. What is meant by 'targeting and positioning'?
2. What is 'portfolio matrices'?
3. What is the relationship between pricing and break-even
analysis?
4. What do you understand by the term 'disintermediation'?
5. What is meant by 'advertisement
6. What is 'mega marketing'?
7. What do you mean by 'Launch mistakes'?
Section II 6 24)
Answer any four questions.
8. Specify the market defender strategies available to
service firms.
9. Bring out the reasons for the failure of a new product,
with an example.
Sub. Code
642203
RW-11119
2
Sp 1
10. Distinguish between Leader pricing and Predatory price
cutting.
11. Explain the factors influencing the modem retailing.
12. Explain the components of sales promotion strategies
used by retailers?
13. Explain Database marketing with an example.
Section III 10 20)
Answer all questions.
14. Apply PEST analysis as a tool and conduct pest
analysis of any ONE of the following:
Internet based Business,
computer lap-top marketing.
Or
There is no fundamental differences between
marketing of industrial goods and consumer goodscomment.
15. Explore the relationship between marketing and
supply chain management with a suitable example.
Or
What are the requisites for the success of direct
marketing?
Section IV 10 10)
(Compulsory)
16. Read the following case and answer the questions.
Soori Company is manufacturing and marketing toys and
furniture for Play School children in North India. At
present, they want to enter South Indian Market. The
product is to be branded and positioned in the market. If
you are the Market Researcher and this assignment is
given to you for a market study,
How will you plan the Market Research?
How will you segment and target the product?