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MBA 3rd Semester MBA-Specialization Marketing JULY 2007 Advertising Management Ti me : Three Hours Maximum Marks : 70 Note : Attempt

t any five questions. All questions carry equal marks. UNIT-I Q:1 Define advertising. Discuss the role, functions and benefits of advertising. Q:2 Describe the promotional planning process when your company is launching a new detergent powder in the economy price segment. UNIT-II Q:3 What is the concept of target marketing? Describe types and determination criteria of target marketing. Q:4 How images, symbols and headlines are important in advertising? How these are selected in advertising? UNIT-III Q:5 What is media strategy? Discuss the various types of media available and their role in sales promotion. Q:6 How should an advertising effort be evaluated? UNIT-IV Q:7 Describe the different compensation arrangement that might exist between a client and an agency. Q:8 Discuss the legal ethical and social aspects of advertising. How advertising can be made conscious about social responsibility.

JAN 2007 UNIT-I Q:1 Differentiate between marketing mix and media mix. Compare and contrast the advertising versus other media of mass communication. Q:2 Compare the advantages and disadvantages of different consumer promotion technique with respect to alternative objectives of (a) getting trial from new consumers, (b) holding (retaining) present customers, and (c) building brand image. UNIT-II Q:3 Discuss the pros and cons of using a comparative advertising message. Cite example where a marketer is using a comparative ad and evaluate the decision to do so. Q:4 Media planning involves a trade-off between reach and frequency. Elucidate. When reach should be emphasized over frequency and vice versa? UNIT-III Q:5 (a) How advertisers use the technique of Eye Tracking to enhance the advertising effectiveness? (b) Discuss the differences between pre-testing and post-testing techniques of advertising. Q:6 Discuss how the use of news papers as an advertising medium would differ for national versus local advertisers. Cite examples of newspaper advertising used by a national and a local advertiser and evaluate the type of ad used by each. UNIT-IV Q:7 Discuss the ethics of celebrities endorsing products. How does endorsements effect consumer purchase decision? What are the important considerations of source reditability, expertise and the trustworthiness of the celebrity for an advertising manager?. Q:8 Discuss how advertising can effect product costs and the prices consumers pay for products and services. Discuss the arguments for and against advertiser influence and or control over the media. How might a newspaper or magazine avoid being influenced by advertisers?

MBA 3rd Semester MBA-Specialization MARKETING JULY 2007 Consumer Behaviour Time : Three Hours Maximum Marks : 70

Note : Attempt any five questions. All questions carry equal marks. UNIT-I Q:1 Define Consumer behaviour. Why does a market er need to study different types of consumer behaviour? Q:2 What is product positioning? Explain in detail factors determining product positioning. UNIT-II Q:3 What do you mean by diffusion of Innovation? What are conductive factors for speedier and extensive diffusion of innovations? Explain. Q:4 Explain impact of social groups on consumers decision making. What role does family life-cycle play in this regard? UNIT-III Q:5 What is trait theory of personality? Explain usefulness of this theory for the marketers to understand consumers behaviour. Q:6 If all not goes well, attitude act as a stigma for a product. Do you agree? Discuss strategies for attitudinal change under such situation. UNIT-IV Q:7 Write a comprehensive note on the organizational buying behaviour. How is it different from the individual buying behaviour? Q:8 Discuss the following: (i) Post Purchase behaviour (ii) Purchasing Process

JAN 2007 UNIT 1 Q:1 Explain the importance and scope of consumer behaviour. How consumer needs and motives shape the indicators for relevant consumer behaviour? Q:2 Explain the importance and scope of consumer behaviour. What product features and market conditions necessitate segmenting the market based on (i) usage of the product and (ii) benefit sought by the consumers? Under what market conditions it will be futile to segment the market? UNIT 2 Q:3 why is the study of cultures important to market? Name three products that are presently culturally unacceptable. What marketing strategies would you use to overcome their cultural resistance? Q:4 Family is a unit that is always in a state of flux, Discuss this statement by bringing out the various stages of the family. Also give the example of product which renders themselves for the marketer targeting the family rather than the individual. UNIT 3 Q:5 How do personality traits explain consumer behaviour? What are the implications for marketers in creating a personality for their brand? Q:6 Do you agree that if all attitudes are removed, marketing will be easier? Discuss by taking a hypothetical product currently suffering from consumers attitudes. UNIT 4 Q:7 What is post purchase dissonance? In what purchase situations post purchase dissonance is more likely? What action consumers take to avoid or reduce dissonance before and after the purchase? Q:8 Describe the characteristics features of organizational buying behaviors as distinguish from individual customer behaviour?

MBA 3rd Semester MBA-Specialization Marketing JULY 2007 Sales and Distribution Management Time : Three Hours Maximum Marks : 70

Note : Attempt any five questions. All questions carry equal marks. UNIT-I Q:1 What do you understand by personnel selling? Explain in detail various steps involved in personnel selling process. Q:2 What is the nature and scope of sales management? How sales and personal selling objectives are determined? UNIT-II Q:3 Why is the appraisal of salesmens performance an essentially a difficult task. What are the various methods which may be used for appraising the performance of salesmen? Q:4 What is the importance of organising sales contests? How will you design a sales contest? Explain the various types of sales contests. UNIT-III Q:5 What could be the various causes of channel conflict? How can these conflicts be resolves? Q:6 Write a detailed note on the roles and functions of various type of wholesalers. UNIT-IV Q:7 What are the considerations involved in the section of intermediaries? Explain the various methods of motivation of the intermediaries. Q:8 Write notes on the following: (a) Distribution Logistics (b) Control of distribution costs

JAN 2007 UNIT-I Q:1 If you were the sales manager of a bank, what personality factors will you give more weightage in selecting sales persons? Why? Q:2 Discuss various theories of selling. Which theory is most appreciate in Indian situations. UNIT-II Q:3 What is a sales Quota? How they are determined? Q:4 Why is evolution of the performance of salesman necessary? Discuss various ways in which such evaluation can be done? Which method would you prefer and why? UNIT-III Q:5 As marketing director of a multinational corporation, evolve a market driven distribution system for the Indian market. Q:6 When Dealing with conflict, what is the goal of channel management? How might this goal be accomplished? UNIT-IV Q:7 Does it follow that the company offering high customer service bears high physical distribution cists in relation to sales? Give reasons. Q:8 What does consumer service mean in the context of physical distribution and what is its relationship to the marketing concept?