Examination Paper of Marketing Management
1
IIBM Institute of Business Management
IIBM Institute of Business Management
Examination Paper MM.100
Subject Code- B104 Marketing Management
1. It is a concept where goods are produced without taking into consideration the choices or tastes of
customers.
a. Marketing mix
b. Production concept
c. Marketing concept
d. Relationship marketing
2. It involves individuals who buys products or services for personal use and not for manufacture or
resale.
a. Environment analysis
b. Macro environment
c. Micro environment
d. Consumer
3. It is the groups of people who interact formally or informally influencing each other?s attitudes&
behavior.
a. Consumer behavior
b. Culture
c. Reference groups
d. Primary groups
..
10. An art that predicts the likelihood of economic activity on the basis of certain assumptions:
a. Compensation
b. Sales forecasting
c. Sales budgeting
d. Selling policy
Part Two:
1. Define Marketing Mix.
2. Discuss the concept of Benchmarking.
3. Write a short note on Target Marketing.
4. What do you understand by Pricing Strategy?
Caselet 1
Ask the company top brass what „almost there? means. The answer: a premier Indian retail company
that has come to be known as a specialty chain of apparel and accessories. With 52 product categories
under one roof, Shoppers? Stop has a line-up of 350 brands. Set up and headed by former Corona
employee, B. S. Nagesh, Shoppers? Stop is India?s answer to Selfridges and Printemps. As it proudly
announces, „We don?t sell, we help you buy.? Back in 1991, there was the question of what to retail.
Should it be a supermarket or a departmental store? Even an electronics store was considered. Finally,
common sense and understanding won out. The safest bet, ...
was extra space of 67,000 sq. ft. Carrying the perfect experience to the shop floor is an attempt to
stack goods in vast open spaces neatly. Every store has a generic structure, though regional customer
variances are accounted for. Each store is on lease, and this is clearly Shoppers? Stop?s most
expensive resource proposition – renting huge spaces in prime properties across metros, so far
totaling 210,000 sq. ft of retail space. Getting that space was easy enough for Shoppers? Stop, since
its promoter is the Mumbai-based Raheja Group, which also owns 62 per cent of the share capital.
Examination Paper of Marketing Management
5
IIBM Institute of Business Management
Questions:
1. What are the significant factors that have led to the success of Shoppers? Stop?
2. How should Shoppers? Stop develop its demand forecasts?
Caselet 2
The rise of personal computers in the mid 1980s spurred interest in computer games. This caused a
crash in home Video game market. Interest in Video games was rekindled when a number of different
companies developed hardware consoles that provided graphics superior to the capabilities of
computer games. By 1990, the Nintendo Entertainment System dominated the product category. Sega
surpassed Nintendo when it introduced its Genesis System. By 1993, Sega commanded almost 60 per
cent of Video game market and was one of the most recognized brand names among the children.
Sega?s success was short lived. In 1995, Saturn (a division of General Motors) launched a new 32-bit
system. The product was a miserable failure for a number of reasons. Sega was the primary software
developer for Saturn and it did not support efforts by outside game developers to design compatible
games. In addition, Sega?s games were often delivered quite late to retailers. ......
bunch, as they see many advantages in playing games on their computers rather than consoles. For
one thing, they have a big advantage of having access to a mouse and a keyboard that allow them to
play far more sophisticated games. In addition, they have been utilizing the Internet for years to
receive game updates and modifications and to play each other over the Web. Sony and Microsoft are
intent on capturing a portion of the online gaming opportunity. Even Nintendo has decided to make
available a modem that will allow GameCube users to play online. As prices continue to fall and
technology becomes increasingly more sophisticated, it remains to be seen whether these three
companies can keep their names on the industry?s list of “high scorers”.
Questions:
1. Considering the concept of product life cycle, where would you put video games in their life cycle?
2. Should video game companies continue to alter their products to include other functions, such as
email?
...
1. What do you understand by product life cycle? Discuss implications and limitations of product
life cycle concept.
2. Describe role of marketing channels. List the different types of marketing channels.
1
IIBM Institute of Business Management
IIBM Institute of Business Management
Examination Paper MM.100
Subject Code- B104 Marketing Management
1. It is a concept where goods are produced without taking into consideration the choices or tastes of
customers.
a. Marketing mix
b. Production concept
c. Marketing concept
d. Relationship marketing
2. It involves individuals who buys products or services for personal use and not for manufacture or
resale.
a. Environment analysis
b. Macro environment
c. Micro environment
d. Consumer
3. It is the groups of people who interact formally or informally influencing each other?s attitudes&
behavior.
a. Consumer behavior
b. Culture
c. Reference groups
d. Primary groups
..
10. An art that predicts the likelihood of economic activity on the basis of certain assumptions:
a. Compensation
b. Sales forecasting
c. Sales budgeting
d. Selling policy
Part Two:
1. Define Marketing Mix.
2. Discuss the concept of Benchmarking.
3. Write a short note on Target Marketing.
4. What do you understand by Pricing Strategy?
Caselet 1
Ask the company top brass what „almost there? means. The answer: a premier Indian retail company
that has come to be known as a specialty chain of apparel and accessories. With 52 product categories
under one roof, Shoppers? Stop has a line-up of 350 brands. Set up and headed by former Corona
employee, B. S. Nagesh, Shoppers? Stop is India?s answer to Selfridges and Printemps. As it proudly
announces, „We don?t sell, we help you buy.? Back in 1991, there was the question of what to retail.
Should it be a supermarket or a departmental store? Even an electronics store was considered. Finally,
common sense and understanding won out. The safest bet, ...
was extra space of 67,000 sq. ft. Carrying the perfect experience to the shop floor is an attempt to
stack goods in vast open spaces neatly. Every store has a generic structure, though regional customer
variances are accounted for. Each store is on lease, and this is clearly Shoppers? Stop?s most
expensive resource proposition – renting huge spaces in prime properties across metros, so far
totaling 210,000 sq. ft of retail space. Getting that space was easy enough for Shoppers? Stop, since
its promoter is the Mumbai-based Raheja Group, which also owns 62 per cent of the share capital.
Examination Paper of Marketing Management
5
IIBM Institute of Business Management
Questions:
1. What are the significant factors that have led to the success of Shoppers? Stop?
2. How should Shoppers? Stop develop its demand forecasts?
Caselet 2
The rise of personal computers in the mid 1980s spurred interest in computer games. This caused a
crash in home Video game market. Interest in Video games was rekindled when a number of different
companies developed hardware consoles that provided graphics superior to the capabilities of
computer games. By 1990, the Nintendo Entertainment System dominated the product category. Sega
surpassed Nintendo when it introduced its Genesis System. By 1993, Sega commanded almost 60 per
cent of Video game market and was one of the most recognized brand names among the children.
Sega?s success was short lived. In 1995, Saturn (a division of General Motors) launched a new 32-bit
system. The product was a miserable failure for a number of reasons. Sega was the primary software
developer for Saturn and it did not support efforts by outside game developers to design compatible
games. In addition, Sega?s games were often delivered quite late to retailers. ......
bunch, as they see many advantages in playing games on their computers rather than consoles. For
one thing, they have a big advantage of having access to a mouse and a keyboard that allow them to
play far more sophisticated games. In addition, they have been utilizing the Internet for years to
receive game updates and modifications and to play each other over the Web. Sony and Microsoft are
intent on capturing a portion of the online gaming opportunity. Even Nintendo has decided to make
available a modem that will allow GameCube users to play online. As prices continue to fall and
technology becomes increasingly more sophisticated, it remains to be seen whether these three
companies can keep their names on the industry?s list of “high scorers”.
Questions:
1. Considering the concept of product life cycle, where would you put video games in their life cycle?
2. Should video game companies continue to alter their products to include other functions, such as
email?
...
1. What do you understand by product life cycle? Discuss implications and limitations of product
life cycle concept.
2. Describe role of marketing channels. List the different types of marketing channels.
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