Exam Details
| Subject | marketing management | |
| Paper | ||
| Exam / Course | mba | |
| Department | ||
| Organization | solapur university | |
| Position | ||
| Exam Date | November, 2016 | |
| City, State | maharashtra, solapur |
Question Paper
M.B.A. II (Semester IV) Examination, 2016
MARKETING MANAGEMENT
Group A (Paper III)
Integrated Marketing Communication and Consumer Behaviour
Day and Date Thursday, 1-12-2016 Total Marks 70
Time 10.30 a.m. to 1.30 p.m.
Instructions Question number 1 is compulsory.
Attempt any two questions from Q. Nos. 3 and 4.
Attempt any two questions from Q. Nos. 6 and 7.
1. Analyse the case 14
A company was engaged in the manufacture of Washing Machines. They were
making three types of Washing Machines to cater to all the segments of the
society.
They were making
Automatic Machines selling Rs. Machine
Semi automation selling Rs. Machine
Manual machines selling at less than Rs.
The company was distributing its goods in the entire State of Maharashtra
having a network of about 100 dealers. The company had in its salesforce 5
dynamic sales executive looking after the entire distribution. Their job was to
book orders to see that the payments are made in time and also to provide
service through dealers to all the customers. They were also supposed to call
on permanent customers and prospective customers.
The main aim of the company was to satisfy the existing customers and build
new customers and get feedback for the company.
The company felt that to promote sales further. Sales Contests should be
organised which would be both for dealers as well as for sales executives.
For this, they formulated a scheme to provide 10% incentive to the dealers who
would achieve a target of 2.5 lakhs during diwali season, which would last for
40 days. In addition to this, monetary incentive was also fixed for the sales
executives who will ensure that at least 50% of the dealers would achieve the
target.
P.T.O.
Seat
No.
SLR-T 61
The area of the sales executive and the dealers undertaken was previously
decided by the management.
The plan went off very well for the first 20 days. Later their seemed to be a
conflict among the sales executives and the dealers also complained that they
were being visited by more than one sales executive.
Analysis of the case.
Identification of the problem.
Suggest alternative solution.
Select best solution.
2. Short notes on (any two) 14
Who are opinion leaders in the context of marketing and what are their
characteristics
Discuss different steps involved in the purchase decision process of a CTV set.
Media buying strategies.
3. Short notes on (any two) 14
What are the different social class categories in India
Desire congruency model.
What are the types of sales promotions
4. Short notes on (any two) 14
State the buyer's and seller's rights.
Influence of motives on consumer.
Advantages of e-commerce.
5. What is post purchase dissonance What actions can a marketer of consumer
durable brands take to reduce post-purchase dissonance among consumers 14
6. Discuss the role of advertising agency. What are the advantages of taking the
help of an advertising agency 14
7. What is meant by cross cultural influences Why are such influences important
for marketers Have there been cultural shifts in India affecting consumer's
behaviour 14
MARKETING MANAGEMENT
Group A (Paper III)
Integrated Marketing Communication and Consumer Behaviour
Day and Date Thursday, 1-12-2016 Total Marks 70
Time 10.30 a.m. to 1.30 p.m.
Instructions Question number 1 is compulsory.
Attempt any two questions from Q. Nos. 3 and 4.
Attempt any two questions from Q. Nos. 6 and 7.
1. Analyse the case 14
A company was engaged in the manufacture of Washing Machines. They were
making three types of Washing Machines to cater to all the segments of the
society.
They were making
Automatic Machines selling Rs. Machine
Semi automation selling Rs. Machine
Manual machines selling at less than Rs.
The company was distributing its goods in the entire State of Maharashtra
having a network of about 100 dealers. The company had in its salesforce 5
dynamic sales executive looking after the entire distribution. Their job was to
book orders to see that the payments are made in time and also to provide
service through dealers to all the customers. They were also supposed to call
on permanent customers and prospective customers.
The main aim of the company was to satisfy the existing customers and build
new customers and get feedback for the company.
The company felt that to promote sales further. Sales Contests should be
organised which would be both for dealers as well as for sales executives.
For this, they formulated a scheme to provide 10% incentive to the dealers who
would achieve a target of 2.5 lakhs during diwali season, which would last for
40 days. In addition to this, monetary incentive was also fixed for the sales
executives who will ensure that at least 50% of the dealers would achieve the
target.
P.T.O.
Seat
No.
SLR-T 61
The area of the sales executive and the dealers undertaken was previously
decided by the management.
The plan went off very well for the first 20 days. Later their seemed to be a
conflict among the sales executives and the dealers also complained that they
were being visited by more than one sales executive.
Analysis of the case.
Identification of the problem.
Suggest alternative solution.
Select best solution.
2. Short notes on (any two) 14
Who are opinion leaders in the context of marketing and what are their
characteristics
Discuss different steps involved in the purchase decision process of a CTV set.
Media buying strategies.
3. Short notes on (any two) 14
What are the different social class categories in India
Desire congruency model.
What are the types of sales promotions
4. Short notes on (any two) 14
State the buyer's and seller's rights.
Influence of motives on consumer.
Advantages of e-commerce.
5. What is post purchase dissonance What actions can a marketer of consumer
durable brands take to reduce post-purchase dissonance among consumers 14
6. Discuss the role of advertising agency. What are the advantages of taking the
help of an advertising agency 14
7. What is meant by cross cultural influences Why are such influences important
for marketers Have there been cultural shifts in India affecting consumer's
behaviour 14
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