Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2019 Summer 2nd Sem 1529306 Marketing For Managers Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 2 ? EXAMINATION ? SUMMER 2019
Subject Code:1529306 Date:15/05/2019
Subject Name: Marketing for Managers
Time: 10:30 AM To 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Definitions
(a) IMC
(b) Sense-of-Mission Marketing
(c) 7P?s and 7C?s
(d) Consumer buying behavior
(e) Generic Brand
(f) M-commerce
(g) Cultural Pollution
14
Q.2 (a) Identifying a strategic alternatives is important task for any organization. Explain
in respect of balance the organization?s ?portfolio?.
07
(b) Describe the components of service quality Explain the gap model of service
quality
07
OR
(b) Value delivery process is integral part of marketing .From concept to action is value
delivery process leads success or failure? Discuss.
07
Q.3 (a) Describe marketing uses of branding and branding strategies 07
(b) Explain the diffusion process through which new products are adopted 07
OR
Q.3 (a) Can we say that India enjoys a favorable age mix of population and favorable
dependency ratio? Is there any impact of this scenario on the buying Decision
process? Explain.
07
(b) Discuss the Steps in developing effective marketing communication 07
Q.4 (a) Discuss the importance of retailing in the Indian economy. Discuss nostore retailing
techniques
07
(b) Explain fundamentals of competitive marketing strategies based on creating value
for customers
07
OR
Q.4 (a) Define consumerism and environmentalism and explain how they affect marketing
strategies
07
(b) Discuss the basic competitive strategy define by Michael Treacy and Fred
Wiersema
07
Q.5
CASE STUDY:
Tata Nano evoked great enthusiasm among different sections- car manufacturers all over the
world, car lovers, car dealers, designers and of course, the people who were aspiring a car but
could not afford one. It was described as a ?design marvel?. In fact Time magazine featured it
as ?the best invention in the world car industry after the first ford car?. Despite all these
compliments, the cute little car that was supposed to be the outcome of ?conceptualization?
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Page 1 of 2
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 2 ? EXAMINATION ? SUMMER 2019
Subject Code:1529306 Date:15/05/2019
Subject Name: Marketing for Managers
Time: 10:30 AM To 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Definitions
(a) IMC
(b) Sense-of-Mission Marketing
(c) 7P?s and 7C?s
(d) Consumer buying behavior
(e) Generic Brand
(f) M-commerce
(g) Cultural Pollution
14
Q.2 (a) Identifying a strategic alternatives is important task for any organization. Explain
in respect of balance the organization?s ?portfolio?.
07
(b) Describe the components of service quality Explain the gap model of service
quality
07
OR
(b) Value delivery process is integral part of marketing .From concept to action is value
delivery process leads success or failure? Discuss.
07
Q.3 (a) Describe marketing uses of branding and branding strategies 07
(b) Explain the diffusion process through which new products are adopted 07
OR
Q.3 (a) Can we say that India enjoys a favorable age mix of population and favorable
dependency ratio? Is there any impact of this scenario on the buying Decision
process? Explain.
07
(b) Discuss the Steps in developing effective marketing communication 07
Q.4 (a) Discuss the importance of retailing in the Indian economy. Discuss nostore retailing
techniques
07
(b) Explain fundamentals of competitive marketing strategies based on creating value
for customers
07
OR
Q.4 (a) Define consumerism and environmentalism and explain how they affect marketing
strategies
07
(b) Discuss the basic competitive strategy define by Michael Treacy and Fred
Wiersema
07
Q.5
CASE STUDY:
Tata Nano evoked great enthusiasm among different sections- car manufacturers all over the
world, car lovers, car dealers, designers and of course, the people who were aspiring a car but
could not afford one. It was described as a ?design marvel?. In fact Time magazine featured it
as ?the best invention in the world car industry after the first ford car?. Despite all these
compliments, the cute little car that was supposed to be the outcome of ?conceptualization?
Page 2 of 2
based on user benefits? ?failed to pick up traction with the users. It was repositioned, rebranded
and repromoted; still it remained a laggard, a ?failed venture?. Why?
It was certainly the least expensive car. It had roominee, fuel economy and general nimbleness
around town. It felt good with its high seating position. It had admirably accomplished frugal
engineering. Above all, it did the job for its owner. But it did not sell. Why?
Many reasons for nano?s failure was cited like wrong business model with issues in
distribution channel management. Lack of advertising and marketing was missing. People are
finding difficulty to get the finance as targeted lower middle class family as target audience.
Rural market was totally not discovered with after sell service issues.
Some experts had felt that the real issue was the lack of clarity on: who is really Nano?s target
customer? Is it the two wheeler population migrating to a four-wheeler? Is it the more modern,
younger city-dweller enjoying the Nano drive, giving out the message that Nano is a ?youth
car?? In the original positioning, the two-wheeler population migrating to a four-wheeler was
Nano?s target customer. After the rebranding and repositioning, the youth was target customer.
The lack of the clarity might have been one of the issues. But was this the real reason for the
failure of the car?
The correct answer perhaps is that the car just did not have any customer at all for the company
to target. The Indian car buyer, perhaps, just did not need a car like Nano which was
universally advertised as the cheapest/ most inexpensive car. The tatas, perhaps, had not
understood it and had proceeded with their untested assumptions about the buying behavior
of Indian car buyers. When the customer feels that a given product was not meetings his value
needs in owning a product in that category, how on earth any kind of features, or marketing
strategy, were going to sell that product to him?
The Tatas had not doubted one were bit their assumptions about the buying behavior of Indian
car buyers. Such is the power, always, of assumptions about buying behavior. It had not
occurred to the Tatas that car buyers, especially the first time buyers of a car, expected their
purchase to get them the thing called ?prestige value? in addition to whatever other values they
sought from it. They had the need to display the car as a proud possession. They had to impress
their peers and neighbors about their prosperity. The ?cheapest car? neither served their pride
not brought them the sought-after prestige. They may, no doubt, go for an inexpensive car, or
more aptly a less expensive car, but not ?cheapest car?. They would not want anyone to say
that they had gone and bought ?the cheapest product?. It had not occurred to the Tatas that car
as a product has to meet the aspiration value sought by the buyer. Car purchase is one of the
most significant purchases for people and the first purchase, in particular, has a high emotional
factor.
(a) The Indian consumer is not wholly price-oriented and so, wholly price-oriented
offer with cheapness as the plank would not be welcome to him. Do you agree?
07
(b) What could be the Nano?s failure reason according to you? Was it a case of
?Targeting the wrong customer?
07
OR
Q.5 (a) Do you think that a price-oriented strategy was OK, but ?the Cheapest plank? was
not, especially for cars?
07
(b)
Wrong assumptions about buying behavior will misdirect markets, Agree or
Disagree. Explain
07
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This post was last modified on 19 February 2020