Duration of online examination will be of 1 Hour 20 minutes (80 minutes).

Transcription

1 Program Name: PGDBA Subject: Marketing Management Assessment Name: MM - Exam Weightage: 70 Total Marks: 70 Duration: 80 mins Online Examination: Online examination is a Computer based examination. Online examination comprises of Total 29 Questions - Out of 70 marks. Duration of online examination will be of 1 Hour 20 minutes (80 minutes). Section - I Instructions: - It is compulsory and has total 3 Subjective Questions. - Students are required to solve any 2 Subjective Type Questions. Each question is of 5 marks. - Section I is out of 10 Marks. Please refer following instructions regarding Subjective examination: - While attempting subjective examination Text formatting facility will be disabled such as use of bullets, making the text bold, underlining the text etc. Only normal character on the key board will be available. - Special characters available on the keyboard will be allowed. - Students can not attempt more than 2 questions out of given 3. - A blank (space typed) or any entry in the space provided will be considered as question is answered. - Hand written answers are not allowed. Subjective test can be answered by using key board. - No brail support shall be provided, but writer assistance shall be allowed. The student has to intimate it to SCDL well in advance by completing applicable formalities. - Answers for both the questions should not exceed more than 110 words. The maximum word limit per answer is 55 words (for Subjective part). 1 of 7

2 1) What is positioning? (5) The act of designing the companys offer and image so that it occupies a distinct and valued place in the target customers minds is called positioning. Positioning involves finding the proper location in the minds of a group of customers or market segment so that they think about the product in the right way. It is the art of placing the entire marketing mix in the minds of the customer and creating the relevant associations, emotions, attitudes and beliefs, so as to stand apart from competitive offerings. 2) What is personal selling? (5) Personal selling is direct personal contact between a sales representative and one or more prospective buyers, to influence the buyer in a purchase situation. Personal selling provides a detailed explanation and demonstration of the product, which is especially required for products that are technically complex or very innovative. The personal selling process ensures follow up and is more likely to close the sale. 3) What are the things that firms want to inform their target markets? (5) Firms need to inform their target markets about: 1. New product concept, a new brand launch, a new model, a new pack size or even a new feature or benefit being offered. 2. The brands differential advantage over its competitors. 3. Outlets where the brands are available in the city or the opening of a new outlet in the city or region. 4. A new offer or deal or pricing being offered to the market. 5. Explain how the product works and the utility of the product. 6. Suggest new uses of the product or new ways to use the product. 7. A new packaging design or packaging change. 8. New technologies that a company has developed or acquired. 9. A cost or competitive advantage that the company may have achieved and wants its target markets and stakeholders to know about. 10. Correct a negative perception, that might have developed or to counter a competitors claim. Section 1 is complete. Please click on "Next" button to proceed. Section - II Instructions: - It comprises of Objective Questions Only. - Total 60 marks are allotted for objective type questions. - The objective questions are of following type and carries marks as given under. Multiple Choice Multiple Response : 4 Questions - 16 Marks (Each 4 marks) Multiple Choice Single Response : 9 Questions - 18 Marks (Each 2 marks) 2 of 7

3 True or False Select a Blank Match the Column : 5 Questions - 5 Marks (Each 1 mark) : 5 Questions - 5 Marks (Each 1 mark) : 4 Questions - 16 Marks (Each 4 marks) Total Questions : 27 Total Marks : 60 1) Organisations dependent on :BLANK resources need to consciously replenish the natural resources. 1] Renewable 2] Non-renewable 3] Natural 4] Artificial 2) Higher :BLANK levels allow people to earn higher incomes than would have been possible otherwise. 1] Professional 2] Educational 3] Career 4] Income 3) Match the Following 1] Strategic decision 2] Operational decision 3] SWOT Analysis used in conjunction with 4] Strategic tool 1] Investment level 2] Introduce a new pack variant 3] PEST Analysis, Porter's five forces analysis 4] BCG Matrix, GE Matrix 5] PEST Analysis, BCG Matrix 6] Marketing plan 4) A defence strategy that waits for an invasion and then launches a counter attack. 1] Positive defence 2] Mobile defence 3] Flank defence 4] Counter offensive 5) Determining sample size involves several qualitative and quantitative considerations. 6) This reference group exerts a direct influence on a person. 1] Secondary 2] Primary 3] External 4] Internal 3 of 7

4 7) The STP Strategy benefits both consumers and companies alike and is widely practised in industries. 8) Addressing the need for its different dimensions is also known as developing: 1] Point of Differentiation 2] Unique Selling Proposition 3] Value proposition 4] Perceptual mapping 9) These are frequently bought products required to facilitate the manufacturing and plant administration process. 1] Natural goods 2] Manufactured goods 3] Capital items 4] Supplies, consumables 10) Tangible products are more easily observable than intangible products. 11) Arbitration is when 1] two parties agree to present their arguments to one or more arbitrators and accept arbitration decision. 2] two parties correspond thru internet. 3] two parties disagree 4] there are more than three parties 12) Odd numbered pricing is used to denote quality. 13) Communications within organisations are essential as all employees must share a common understanding of the goals and strategies of the organisation. 14) Match the Following 1] Selective exposure 2] Selective perception 4 of 7 1] Consumers are selective in choosing messages they receive 2] How consumer decodes the message 3] How much of decoded message is remembered by consumer

5 3] Selective retention 4] Interpersonal communication 4] Direct contact between sender and receiver 5] One source reaching to large number of receivers. 6] Source has less control over communication process. 15) :BLANK strategy are the basis of all marketing decision. 1] Audit 2] Human resources 3] Business 4] Financial 16) Exploratory research is to provide :BLANK. 1] Insights and Understanding 2] Primary and Secondary Data 3] Physiological Tools and Mechanical Tools 4] analogue or Digital 17) Name one of the characteristics of an Independent person 1] Narrow Minded 2] Loyalists 3] Orthodox 4] Very Ambitious 18) How would the post purchase be evaluated 1] The product matches the buyers expectations 2] Is it below the expectations of the buyer 3] Are the expectations more than what the buyer has expected 4] availability of sales & service should be away from city as fast as possible. 19) Match the Following 1] A Jack of all trades but Master of none 2] Complete food for children 3] The power to be your best 4] Perceptual maps 20) What is meant by "SKU" 1] Stock keeping Unit 2] Small Kar Units 3] Semi Knocked-down Unit 4] St. Kitts University 21) What does GPS stand for 1] Benefit 2] Complan 3] Apple Macintosh 4] Ideal points 5] Warehousing 6] Packaging 5 of 7

6 1] Global Positioning System 2] Greenwich Product service 3] Global Product Service 4] Greenwich positioning System 22) Under which stage do we say that the price competition has become intense 1] Introduction stage 2] Growth stage 3] Maturity stage 4] Decline stage 23) Name the different types of innovation models 1] Integrator Model 2] Orchestrator Model 3] Licensor Model 4] Warehousing Model 24) Shoelaces can be the example of :BLANK. 1] In-elastic Demand 2] Fluctuating demand 3] Derived demand 4] Potential demand 25) Identify the number of things that the firm need to persuade their target markets to buy a product 1] Stimulate purchase by keeping the brand in the consideration set 2] To encourage switching from the competitor 3] To be loyal to the brand 4] Tell customers to buy later 26) Match the Following 1] Integrated Marketing Communication 2] Media Options 3] Green marketing 4] Transmission of message 1] Force Multiplier 2] Integrated Marketing Communication 3] Cause related marketing 4] Radio 5] Last in first out 6] Just in time 27) How does a company benefit from an Self service Technology. 1] Greater Reach 2] Lower service delivery costs per customer 3] Located Very far 4] Fixed timing 6 of 7

7 Section 2 is complete. Please click on "Next" button to proceed. 7 of 7