M.B.A. DEGREE EXAMINATION, APRIL 2016
Second Semester
MARKETING MANAGEMENT
(Common for M.B.A. (CS)/M.B.A. And Logistic
Management)
(CBCS 2012 onwards)
Time 3 Hours Maximum 75 Marks
Part A 3 15)
Answer all questions.
All questions carry equal marks.
1. Write the features of service marketing.
2. What is market?
3. Write the need of test marketing positioning.
4. What is direct marketing?
5. Write the importance of CRM.
Part B 10 50)
Answer all questions by choosing either or
All questions carry equal marks.
6. Explain the factors influencing marketing
environment.
Or
List out and explain the major segmentation
variables for consumer market.
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7. What are the determinants of consumer behavior?
And explain its impact on consumer decision
making.
Or
Explain the relevance marketing information
systems in this global era.
8. What marketing strategies are appropriate at each
stage of product life cycle? Explain in detail.
Or
What are the main stages of developing new
products and how can they be managed better?
9. How should the price be adopted to meet varying
circumstances and opportunities? Explain.
Or
Explain the modern trends in retailing.
10. Discuss the decisions the companies face in
designing a sales force.
Or
Explain the steps involved in developing and
managing the advertisement program.
Part C 10 10)
Compulsory.
11. The success of Starbucks lies in major three components
Coffee quality atmosphere Customer Intimacy.
The brand is built based on selling an experience rather
than selling a coffee. They adopted experiential
positioning. In the words of Schultz, Starbucks is based
on Human sprit. They would like to weave into the fabric
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of customers' everyday lives. Channels are also designed
to reach the customers where ever they are. Starbucks
strongly believe in the policy of employee satisfaction
leads to customer satisfaction as proven by the concept of
service profit chain. Employees are made to be proud to
be called as Partners. The company performance and
Employee performance are monitored by Mystery
shopping called Customer Snap shot. Starbucks believes
in the concept of Holistic Marketing concept, "Everyone in
the organization should be involved in a collaborative
marketing effort".
Questions for discussion
Christine Day, Senior VP of Administration is
contemplating the following issues:
How to increase the customer satisfaction?
How do exactly define "excellent" customer service
in the point of customer?
Even if we increase the customer satisfaction, will it
have impact on Profit?