5. An advantage over competitors gained by offering customer a greater value
either through lower prices or by providing more benefits that justify higher prices.
a. Competitive advantage
b. Differentiated marketing
c. Profit
d. Market penetration
CII Institute of Logistics
PGDSCM/DSCM/ADSCM & CERTIFICATE PROGRAMS
Semester-end Examinations- December 2011
MARKETING MANAGEMENT
Time: 3 hours
6.
Soap is an example for ---------- product
a. Convenience
b. Shopping
c. Speciality
d. Unsought
7.
IBM is an example for ---------- brand
a. Private
b. Manufacturer
c. Co – brand
d. None of the above
Marks: 100
Part A
Answer all questions
1.
(10 x 1 = 10 Marks)
The form human needs take as shaped by culture and individual personality
a. Needs
b. Wants
c. Demand
d. Marketing offer
2. A strategy for company growth by increasing sales of current products to
current market segments without changing the product.
a. Product development
b. Diversification
c. Market development
d. Market penetration
3. Marketing research to gather preliminary information that will help define
problem and suggest hypothesis is
a. Casual research
b. Exploratory research
c. Descriptive research
d. None of the above
4. Dividing a market into groups based on consumer knowledge, attitude use or
response to a product is
a. Income segmentation
b. Psychographic segmentation
c. Behavioral segmentation
d. Occasion segmentation
8. The product life cycle stage in which the new product is first distributed and
made available for purchase is the
a. Introduction stage
b. Growth stage
c. Maturity stage
d. Decline stage
9.
Rent is an example for
a. Total cost
b. Fixed cost
c. Variable cost
d. None of the above
10. Any paid form of non personal presentation and promotion of ideas, goods or
services by an identified sponsor is called
a. Direct marketing
b. Personal selling
c. Advertising
d. Sales Promotion
Part B
Answer any four
1.
2.
3.
4.
5.
6.
(4x15= 60 marks)
Discover and explain the elements of a customer driven marketing
strategy and the forces that influence it.
Explain how changes in the demographic and economic environments
affect marketing decisions.
Define the consumer market and construct a simple model of consumer
buyer behavior.
In the context of marketing what does the term “Product Positioning”
mean? Why is it so important? Explain with examples
Explain with examples PLC?
Discuss the customer relationship and identify strategies for creating
value for customers and capturing value from customers in return.
Part C
Answer all questions:
(3*10=30 marks)
1.
Electronic gaming continues to see rapid growth. The Entertainment
Software Rating Board oversees the rating system use by gaming
software manufacturers. There are six rating categories – early childhood,
everyone, teen, mature, adults and rating pending. In general what do
you think of the practice of targeting children?
2.
According to its website, “eBay’s mission is to provide a global trading
platform where practically anyone can trade practically anything.” Since
it was founded in 1995, eBay has created the most visited internet site in
the world. On any given day you can find reviewing, bidding on and
buying the hundreds of thousands of items listed in eBay. It provides
many features that enhance the trading experience such as Feedback
feature, convenient payment features and an assortment of tools of
buyers, sellers and developers. How has eBay differentiated itself from
competitors?
3.
Suppose you are the marketing coordinator responsible for
recommending the sales promotion plan for the market launch of a new
brand of tea powder sold in Supermarkets. What promotional tools
would you consider for this task. Explain?
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