Semester 1 Examination paper
IIBM Institute of Business Management
IIBM Institute of Business Management
Semester-1 Examination Paper MM.100
Marketing Management
1. FICCI stands for
a) Federation of Indian Chamber of Commerce and Industry
b) Federation of International Chamber of Commerce and Industry
c) Federation of Indian Chamber of Cost and Inventory
d) Federation of International Chamber of Cost and Inventory
2. Market ________ is more prevalent than Mass marketing
a) place
b) Segmentation
c) Circle
d) Area
3. What is product concept?
a) Detailed summery about the product
b) Detailed version of idea stated in consumer terms
c) product that satisfy consumer demand
d) Consumer's perception of an actual product
..
9. Customers are brand, style and type conscious when buying ________ products.
a) Special
b) Basic
c) Consumer
d) Inferior
10. Product, price, place and ___________are the 4p's of marketing
a) Prestige
b) Percentage
c) Peace
d) promotion
Part Two:
1. Write a note on importance of consumer Behavior for a business firm?
2. Define the term price?
3. Distinguish between Marketing Concept and selling Concept?
4. What are the new trends in advertisement?
Semester 1 Examination paper
IIBM Institute of Business Management
5. Explain the following :
a) Socio –culture environment
b) Marketing environment interface.
Caselet 1
NBC Industries had pioneered the battery technology in India for over 75 years. It was formally
known as NBC Chloride Industries, a subsidary of FKS, U.S. It had been a leader in packaged power
technology and was India’s largest storage battery company with internationally reputed brands.
Till 1995, NSC’s major brand Suraksha had been the market leader in the automotive segment but
was a niche player in the segment. Fifty percent of its sales came from OEM and only fifteen percent
came from the replacement sales. The remaining thirty five percent came from industries, motorbikes
and exports. NBC was forced to follow the downturn in the automotive sector. ....
??Promotion could be used to create perceptual difference between the brands but this would
require substantial promotional expenditure over a long period before any thing could be
achieved.
1. Do you feel that Suraksha is cannibalising the Pickwick Brand?
2. What are the problems generally faced by the companies going for multibranding?
Caselet 2
Rajesh Kasliwal, a young and dynamic entrepreneur was born in 1956. He was a medical graduate
from M.G.M medical College, Indore. He hailed from a business class family and had his private
practice as a physician, but a thought kept on tormenting his mind, to enhance the diagnosis services.
Thus , Kasliwal started a diagnostic centre with a small set up in 1980. To grow further, he started
Apollo Medical Investigation Centre in Late 80s’. The center had an immaculate track record of
delivering the best in diagnostics. Rajesh realized that Indore market needs a state-of-the-art
diagnostics center and thus, Vishesh Diagnostic Solutions came into existence in August 2003 and
was located in the heart of the city near Geeta Bhawan, Indore (M.P). ....
According to Kamlesh Pare, CEO of Vishesh Diagnostic Solutions, Rajesh Kasliwal was never
complacent with whatever he had achieved. With his maverick temper of moving ahead and with
eagerness to do something different, he had decided to diversify into the hospital business with a
world class Operation Theatre, Intensive Care unit, special Ward that would include Trauma Section,
Nephrology section, and General ward with Auto Clave Construction, which would enable proper
maintenance. In order to provide exclusive patient care services, doctors would also be called from
across the globe.
1. What were the various strategies adopted by Vishesh Diagnostic Center. Discuss them in light of
seven Ps of service marketing.
2. What do you understand by service quality; explain what parameters of service quality are listed
in the case?
3. How would you visualize the success of Vishesh Diagnostic Centre after diversification?
4. If you were Rajesh Kasliwal what necessary steps you would have taken to enhance the
performance of the Centre?
1) What is meant by sales promotion? Describe briefly the various methods of sales promotional tools
used by business organizations to boost the sales. Explain any four methods of sales promotion?
2) Write notes on the fowling :
a) Explain right to safety.
b) What is right to consumer protection?
IIBM Institute of Business Management
IIBM Institute of Business Management
Semester-1 Examination Paper MM.100
Marketing Management
1. FICCI stands for
a) Federation of Indian Chamber of Commerce and Industry
b) Federation of International Chamber of Commerce and Industry
c) Federation of Indian Chamber of Cost and Inventory
d) Federation of International Chamber of Cost and Inventory
2. Market ________ is more prevalent than Mass marketing
a) place
b) Segmentation
c) Circle
d) Area
3. What is product concept?
a) Detailed summery about the product
b) Detailed version of idea stated in consumer terms
c) product that satisfy consumer demand
d) Consumer's perception of an actual product
..
9. Customers are brand, style and type conscious when buying ________ products.
a) Special
b) Basic
c) Consumer
d) Inferior
10. Product, price, place and ___________are the 4p's of marketing
a) Prestige
b) Percentage
c) Peace
d) promotion
Part Two:
1. Write a note on importance of consumer Behavior for a business firm?
2. Define the term price?
3. Distinguish between Marketing Concept and selling Concept?
4. What are the new trends in advertisement?
Semester 1 Examination paper
IIBM Institute of Business Management
5. Explain the following :
a) Socio –culture environment
b) Marketing environment interface.
Caselet 1
NBC Industries had pioneered the battery technology in India for over 75 years. It was formally
known as NBC Chloride Industries, a subsidary of FKS, U.S. It had been a leader in packaged power
technology and was India’s largest storage battery company with internationally reputed brands.
Till 1995, NSC’s major brand Suraksha had been the market leader in the automotive segment but
was a niche player in the segment. Fifty percent of its sales came from OEM and only fifteen percent
came from the replacement sales. The remaining thirty five percent came from industries, motorbikes
and exports. NBC was forced to follow the downturn in the automotive sector. ....
??Promotion could be used to create perceptual difference between the brands but this would
require substantial promotional expenditure over a long period before any thing could be
achieved.
1. Do you feel that Suraksha is cannibalising the Pickwick Brand?
2. What are the problems generally faced by the companies going for multibranding?
Caselet 2
Rajesh Kasliwal, a young and dynamic entrepreneur was born in 1956. He was a medical graduate
from M.G.M medical College, Indore. He hailed from a business class family and had his private
practice as a physician, but a thought kept on tormenting his mind, to enhance the diagnosis services.
Thus , Kasliwal started a diagnostic centre with a small set up in 1980. To grow further, he started
Apollo Medical Investigation Centre in Late 80s’. The center had an immaculate track record of
delivering the best in diagnostics. Rajesh realized that Indore market needs a state-of-the-art
diagnostics center and thus, Vishesh Diagnostic Solutions came into existence in August 2003 and
was located in the heart of the city near Geeta Bhawan, Indore (M.P). ....
According to Kamlesh Pare, CEO of Vishesh Diagnostic Solutions, Rajesh Kasliwal was never
complacent with whatever he had achieved. With his maverick temper of moving ahead and with
eagerness to do something different, he had decided to diversify into the hospital business with a
world class Operation Theatre, Intensive Care unit, special Ward that would include Trauma Section,
Nephrology section, and General ward with Auto Clave Construction, which would enable proper
maintenance. In order to provide exclusive patient care services, doctors would also be called from
across the globe.
1. What were the various strategies adopted by Vishesh Diagnostic Center. Discuss them in light of
seven Ps of service marketing.
2. What do you understand by service quality; explain what parameters of service quality are listed
in the case?
3. How would you visualize the success of Vishesh Diagnostic Centre after diversification?
4. If you were Rajesh Kasliwal what necessary steps you would have taken to enhance the
performance of the Centre?
1) What is meant by sales promotion? Describe briefly the various methods of sales promotional tools
used by business organizations to boost the sales. Explain any four methods of sales promotion?
2) Write notes on the fowling :
a) Explain right to safety.
b) What is right to consumer protection?
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