Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2019 Summer 2nd Sem 2820005 Marketing Management Mm Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 02 ? ? EXAMINATION ? SUMMER 2018
Subject Code: 2820005 Date:15/05/2019
Subject Name: Marketing Management (MM)
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 (a) Answer the following multiple choice questions. 6
1 A builder who has a full order book during a period of economic
prosperity and leaves his potential customers waiting for work to be
completed is most likely showing what type of business orientation?
A. Production Orientation
B. Marketing Orientation
C. Selling Orientation
D. None of the above
2 Marketing differs from the natural sciences because:
A. Marketing tends to deal with open systems whereas the natural
sciences tend to deal with closed systems.
B. Marketing tends to deal with closed systems whereas the natural
sciences tend to deal with open systems.
C. It is impossible to develop a systems perspective for marketing,
unlike the natural sciences.
D. It is impossible to develop a systems perspective for the natural
sciences, unlike marketing.
3 Marketers still refer to the A/B/C1/C2/D/E basis of classification because:
A. It is simple and there is shared understanding about the general
characteristics of the people in each group.
B. It fully explains the link between each class and their buying
behaviour.
C. It has never been improved upon.
D. There is a legal requirement to use it for reporting purposes.
4 A marketer needs to be aware of the criteria by which the effectiveness of
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Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 02 ? ? EXAMINATION ? SUMMER 2018
Subject Code: 2820005 Date:15/05/2019
Subject Name: Marketing Management (MM)
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 (a) Answer the following multiple choice questions. 6
1 A builder who has a full order book during a period of economic
prosperity and leaves his potential customers waiting for work to be
completed is most likely showing what type of business orientation?
A. Production Orientation
B. Marketing Orientation
C. Selling Orientation
D. None of the above
2 Marketing differs from the natural sciences because:
A. Marketing tends to deal with open systems whereas the natural
sciences tend to deal with closed systems.
B. Marketing tends to deal with closed systems whereas the natural
sciences tend to deal with open systems.
C. It is impossible to develop a systems perspective for marketing,
unlike the natural sciences.
D. It is impossible to develop a systems perspective for the natural
sciences, unlike marketing.
3 Marketers still refer to the A/B/C1/C2/D/E basis of classification because:
A. It is simple and there is shared understanding about the general
characteristics of the people in each group.
B. It fully explains the link between each class and their buying
behaviour.
C. It has never been improved upon.
D. There is a legal requirement to use it for reporting purposes.
4 A marketer needs to be aware of the criteria by which the effectiveness of
2 | P a g e
their segmentation procedures can be assessed. Which of the following is
NOT a criterion for evaluating the resulting market segments?
A. Perishability
B. Size of the resulting segment
C. Measurability
D. Accessibility
5 What does the acronym FMCG refer to?
A. Fast moving consumer goods
B. Functional, mid-priced, or compulsory goods
C. Famous manufacturer's clothing goods (i.e. designer labels)
D. Frequent market, consumption goods
6 Which group of consumers likes to be seen to own something new and is
therefore prepared to purchase a product while it is still expensive?
A. Innovators
B. Early adopters
C. Early majority
D. Laggards
Q: 1 (b) Define Following:
1. Product Mix
2. Product Line
3. Customer Value
4. Brand Positioning
4
Q: 1 (c) Explain role of Event and Experience marketing in Mass communication 4
Q: 2 (a) What is Marketing mix? Explain marketing mix with consideration to
Insurance Industry.
7
(b) What is Holistic Marketing? Explain various dimensions of Holistic
Marketing with proper examples.
7
OR
(b) Explain Marketing research process with examples. 7
Q: 3 (a) Explain various stages of consumer buying process? Also discuss how
marketers can identify about the stages in the buying process for their
products?
7
(b) Explain various bases of segmenting a consumer market. 7
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Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 02 ? ? EXAMINATION ? SUMMER 2018
Subject Code: 2820005 Date:15/05/2019
Subject Name: Marketing Management (MM)
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 (a) Answer the following multiple choice questions. 6
1 A builder who has a full order book during a period of economic
prosperity and leaves his potential customers waiting for work to be
completed is most likely showing what type of business orientation?
A. Production Orientation
B. Marketing Orientation
C. Selling Orientation
D. None of the above
2 Marketing differs from the natural sciences because:
A. Marketing tends to deal with open systems whereas the natural
sciences tend to deal with closed systems.
B. Marketing tends to deal with closed systems whereas the natural
sciences tend to deal with open systems.
C. It is impossible to develop a systems perspective for marketing,
unlike the natural sciences.
D. It is impossible to develop a systems perspective for the natural
sciences, unlike marketing.
3 Marketers still refer to the A/B/C1/C2/D/E basis of classification because:
A. It is simple and there is shared understanding about the general
characteristics of the people in each group.
B. It fully explains the link between each class and their buying
behaviour.
C. It has never been improved upon.
D. There is a legal requirement to use it for reporting purposes.
4 A marketer needs to be aware of the criteria by which the effectiveness of
2 | P a g e
their segmentation procedures can be assessed. Which of the following is
NOT a criterion for evaluating the resulting market segments?
A. Perishability
B. Size of the resulting segment
C. Measurability
D. Accessibility
5 What does the acronym FMCG refer to?
A. Fast moving consumer goods
B. Functional, mid-priced, or compulsory goods
C. Famous manufacturer's clothing goods (i.e. designer labels)
D. Frequent market, consumption goods
6 Which group of consumers likes to be seen to own something new and is
therefore prepared to purchase a product while it is still expensive?
A. Innovators
B. Early adopters
C. Early majority
D. Laggards
Q: 1 (b) Define Following:
1. Product Mix
2. Product Line
3. Customer Value
4. Brand Positioning
4
Q: 1 (c) Explain role of Event and Experience marketing in Mass communication 4
Q: 2 (a) What is Marketing mix? Explain marketing mix with consideration to
Insurance Industry.
7
(b) What is Holistic Marketing? Explain various dimensions of Holistic
Marketing with proper examples.
7
OR
(b) Explain Marketing research process with examples. 7
Q: 3 (a) Explain various stages of consumer buying process? Also discuss how
marketers can identify about the stages in the buying process for their
products?
7
(b) Explain various bases of segmenting a consumer market. 7
3 | P a g e
OR
(a) Explain role of Institutional and Government markets in various areas of
marketing.
7
(b) What is brand positioning? Explain the difference in brand positioning
strategies adopted by Patanjali and Dabur in their various products.
7
Q: 4 (a) Explain various stages of product life cycle with proper examples. 7
(b) Explain new product development process. 7
OR
(a) How online and social media platform change the concept of marketing ?
Discuss with suitable examples.
7
(b) Explain role of traditional marketing platforms in modern era of marketing. 7
Q: 5 Heinz Company ? Direct marketing of Baked Beans
There are still many marketing people who feel direct marketing is not a
sensible method by which fast moving consumer goods manufactures should
keep in touch with their customers. Many eyebrows were raised in the
advertising community in 1994 when the Heinz Company announced that it
was to cut its advertising budget and invest heavily in direct mail campaigns
aimed at the end users of its products. The company had become too aware of
the power of the major retailers who had developed their own brand ranges in
direct competition with those of Heinz. The major retailers, it seemed, had
become a major barrier to communication with its customers. With increasing
saturation of advertising, the company embarked on a two ? pronged strategy
? it would use a reduced advertising budget to promote the brand values of
Heinz, Stressing the heritage of the brand without promoting any specific
products.
14
The second part of the strategy involved developing a data base to
communicate with consumers about the particular benefits of individual
products. This potentially provided a wonderful opportunity for profiling
customers individually and targeting them with offers (such as trial money off
vouchers) which took account of their preference. The dialogue was also
valuable for launching new products to identifiable targets. Heinz developed a
database initially from bought in lists, to which were added enquiries
generated by the company. Consumers were targeted with a twice yearly
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Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 02 ? ? EXAMINATION ? SUMMER 2018
Subject Code: 2820005 Date:15/05/2019
Subject Name: Marketing Management (MM)
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 (a) Answer the following multiple choice questions. 6
1 A builder who has a full order book during a period of economic
prosperity and leaves his potential customers waiting for work to be
completed is most likely showing what type of business orientation?
A. Production Orientation
B. Marketing Orientation
C. Selling Orientation
D. None of the above
2 Marketing differs from the natural sciences because:
A. Marketing tends to deal with open systems whereas the natural
sciences tend to deal with closed systems.
B. Marketing tends to deal with closed systems whereas the natural
sciences tend to deal with open systems.
C. It is impossible to develop a systems perspective for marketing,
unlike the natural sciences.
D. It is impossible to develop a systems perspective for the natural
sciences, unlike marketing.
3 Marketers still refer to the A/B/C1/C2/D/E basis of classification because:
A. It is simple and there is shared understanding about the general
characteristics of the people in each group.
B. It fully explains the link between each class and their buying
behaviour.
C. It has never been improved upon.
D. There is a legal requirement to use it for reporting purposes.
4 A marketer needs to be aware of the criteria by which the effectiveness of
2 | P a g e
their segmentation procedures can be assessed. Which of the following is
NOT a criterion for evaluating the resulting market segments?
A. Perishability
B. Size of the resulting segment
C. Measurability
D. Accessibility
5 What does the acronym FMCG refer to?
A. Fast moving consumer goods
B. Functional, mid-priced, or compulsory goods
C. Famous manufacturer's clothing goods (i.e. designer labels)
D. Frequent market, consumption goods
6 Which group of consumers likes to be seen to own something new and is
therefore prepared to purchase a product while it is still expensive?
A. Innovators
B. Early adopters
C. Early majority
D. Laggards
Q: 1 (b) Define Following:
1. Product Mix
2. Product Line
3. Customer Value
4. Brand Positioning
4
Q: 1 (c) Explain role of Event and Experience marketing in Mass communication 4
Q: 2 (a) What is Marketing mix? Explain marketing mix with consideration to
Insurance Industry.
7
(b) What is Holistic Marketing? Explain various dimensions of Holistic
Marketing with proper examples.
7
OR
(b) Explain Marketing research process with examples. 7
Q: 3 (a) Explain various stages of consumer buying process? Also discuss how
marketers can identify about the stages in the buying process for their
products?
7
(b) Explain various bases of segmenting a consumer market. 7
3 | P a g e
OR
(a) Explain role of Institutional and Government markets in various areas of
marketing.
7
(b) What is brand positioning? Explain the difference in brand positioning
strategies adopted by Patanjali and Dabur in their various products.
7
Q: 4 (a) Explain various stages of product life cycle with proper examples. 7
(b) Explain new product development process. 7
OR
(a) How online and social media platform change the concept of marketing ?
Discuss with suitable examples.
7
(b) Explain role of traditional marketing platforms in modern era of marketing. 7
Q: 5 Heinz Company ? Direct marketing of Baked Beans
There are still many marketing people who feel direct marketing is not a
sensible method by which fast moving consumer goods manufactures should
keep in touch with their customers. Many eyebrows were raised in the
advertising community in 1994 when the Heinz Company announced that it
was to cut its advertising budget and invest heavily in direct mail campaigns
aimed at the end users of its products. The company had become too aware of
the power of the major retailers who had developed their own brand ranges in
direct competition with those of Heinz. The major retailers, it seemed, had
become a major barrier to communication with its customers. With increasing
saturation of advertising, the company embarked on a two ? pronged strategy
? it would use a reduced advertising budget to promote the brand values of
Heinz, Stressing the heritage of the brand without promoting any specific
products.
14
The second part of the strategy involved developing a data base to
communicate with consumers about the particular benefits of individual
products. This potentially provided a wonderful opportunity for profiling
customers individually and targeting them with offers (such as trial money off
vouchers) which took account of their preference. The dialogue was also
valuable for launching new products to identifiable targets. Heinz developed a
database initially from bought in lists, to which were added enquiries
generated by the company. Consumers were targeted with a twice yearly
4 | P a g e
magazine which contained offers appropriate to the individual. The magazine
aimed to encourage trial of products (facilitated by voucher offers) and loyalty
(providing incentives for repeat purchase of designated products). To try to
encourage the perception of Heinz as a friendly, trusted partner, the magazine
included receipt suggestion and life style articles.
At the outset, skeptics had doubted whether it was realistic to sell low value
products such as baked beans by direct mail. Could it ever be cost effective?
Wouldn?t the cost of running the direct mail operation further undermine
Heinz?s price competitiveness in comparison to the retailers? own brands? By
offering incentives through its magazines was not simply buying loyalty? And
is it possible to maintain a brand, let alone create one when the emphasis is on
direct mail rather than advertising?
At the time of its launch, Heinz?s venture was seen as an experiment into the
unknown. Skeptics were partly vindicated in 1998 when the company quietly
announced that it would run down its direct marketing efforts. Clearly, the
cost effectiveness of talking to millions of people to promote low value
products was poor in comparison to the benefits from mass media advertising.
Questions:
a. Assess the role internet may play in Heinz?s promotion and
distribution strategy in future.
b. Possible bases that Heinz may use to profile and target consumers of
its products. To what extent is direct mail a suitable medium for
understanding the attitudinal bases of consumer behaviour?
OR
Q: 5 The video recorder wars: The winning formula
A battle took place in the mid 1970s between manufacturers of video cassettes
and their associated players. Although Philips was first to market with its
Video Cassette Recording system released in 1972, Sony, as with its Walkman
concept, was first to really attract the market with its Betamax video format
released in 1975. It quickly gained market dominance until challenged by
JVC's VHS. These two formats were joined a year later by the Philips V2000;
all of these system being incompatible with each other. The Philips machine
despite having several superior features never really gained significant market
share - not all of the superior features were offered on the cheaper Philips
models, which also suffered from poor video quality and a lack of mechanical
14
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Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 02 ? ? EXAMINATION ? SUMMER 2018
Subject Code: 2820005 Date:15/05/2019
Subject Name: Marketing Management (MM)
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 (a) Answer the following multiple choice questions. 6
1 A builder who has a full order book during a period of economic
prosperity and leaves his potential customers waiting for work to be
completed is most likely showing what type of business orientation?
A. Production Orientation
B. Marketing Orientation
C. Selling Orientation
D. None of the above
2 Marketing differs from the natural sciences because:
A. Marketing tends to deal with open systems whereas the natural
sciences tend to deal with closed systems.
B. Marketing tends to deal with closed systems whereas the natural
sciences tend to deal with open systems.
C. It is impossible to develop a systems perspective for marketing,
unlike the natural sciences.
D. It is impossible to develop a systems perspective for the natural
sciences, unlike marketing.
3 Marketers still refer to the A/B/C1/C2/D/E basis of classification because:
A. It is simple and there is shared understanding about the general
characteristics of the people in each group.
B. It fully explains the link between each class and their buying
behaviour.
C. It has never been improved upon.
D. There is a legal requirement to use it for reporting purposes.
4 A marketer needs to be aware of the criteria by which the effectiveness of
2 | P a g e
their segmentation procedures can be assessed. Which of the following is
NOT a criterion for evaluating the resulting market segments?
A. Perishability
B. Size of the resulting segment
C. Measurability
D. Accessibility
5 What does the acronym FMCG refer to?
A. Fast moving consumer goods
B. Functional, mid-priced, or compulsory goods
C. Famous manufacturer's clothing goods (i.e. designer labels)
D. Frequent market, consumption goods
6 Which group of consumers likes to be seen to own something new and is
therefore prepared to purchase a product while it is still expensive?
A. Innovators
B. Early adopters
C. Early majority
D. Laggards
Q: 1 (b) Define Following:
1. Product Mix
2. Product Line
3. Customer Value
4. Brand Positioning
4
Q: 1 (c) Explain role of Event and Experience marketing in Mass communication 4
Q: 2 (a) What is Marketing mix? Explain marketing mix with consideration to
Insurance Industry.
7
(b) What is Holistic Marketing? Explain various dimensions of Holistic
Marketing with proper examples.
7
OR
(b) Explain Marketing research process with examples. 7
Q: 3 (a) Explain various stages of consumer buying process? Also discuss how
marketers can identify about the stages in the buying process for their
products?
7
(b) Explain various bases of segmenting a consumer market. 7
3 | P a g e
OR
(a) Explain role of Institutional and Government markets in various areas of
marketing.
7
(b) What is brand positioning? Explain the difference in brand positioning
strategies adopted by Patanjali and Dabur in their various products.
7
Q: 4 (a) Explain various stages of product life cycle with proper examples. 7
(b) Explain new product development process. 7
OR
(a) How online and social media platform change the concept of marketing ?
Discuss with suitable examples.
7
(b) Explain role of traditional marketing platforms in modern era of marketing. 7
Q: 5 Heinz Company ? Direct marketing of Baked Beans
There are still many marketing people who feel direct marketing is not a
sensible method by which fast moving consumer goods manufactures should
keep in touch with their customers. Many eyebrows were raised in the
advertising community in 1994 when the Heinz Company announced that it
was to cut its advertising budget and invest heavily in direct mail campaigns
aimed at the end users of its products. The company had become too aware of
the power of the major retailers who had developed their own brand ranges in
direct competition with those of Heinz. The major retailers, it seemed, had
become a major barrier to communication with its customers. With increasing
saturation of advertising, the company embarked on a two ? pronged strategy
? it would use a reduced advertising budget to promote the brand values of
Heinz, Stressing the heritage of the brand without promoting any specific
products.
14
The second part of the strategy involved developing a data base to
communicate with consumers about the particular benefits of individual
products. This potentially provided a wonderful opportunity for profiling
customers individually and targeting them with offers (such as trial money off
vouchers) which took account of their preference. The dialogue was also
valuable for launching new products to identifiable targets. Heinz developed a
database initially from bought in lists, to which were added enquiries
generated by the company. Consumers were targeted with a twice yearly
4 | P a g e
magazine which contained offers appropriate to the individual. The magazine
aimed to encourage trial of products (facilitated by voucher offers) and loyalty
(providing incentives for repeat purchase of designated products). To try to
encourage the perception of Heinz as a friendly, trusted partner, the magazine
included receipt suggestion and life style articles.
At the outset, skeptics had doubted whether it was realistic to sell low value
products such as baked beans by direct mail. Could it ever be cost effective?
Wouldn?t the cost of running the direct mail operation further undermine
Heinz?s price competitiveness in comparison to the retailers? own brands? By
offering incentives through its magazines was not simply buying loyalty? And
is it possible to maintain a brand, let alone create one when the emphasis is on
direct mail rather than advertising?
At the time of its launch, Heinz?s venture was seen as an experiment into the
unknown. Skeptics were partly vindicated in 1998 when the company quietly
announced that it would run down its direct marketing efforts. Clearly, the
cost effectiveness of talking to millions of people to promote low value
products was poor in comparison to the benefits from mass media advertising.
Questions:
a. Assess the role internet may play in Heinz?s promotion and
distribution strategy in future.
b. Possible bases that Heinz may use to profile and target consumers of
its products. To what extent is direct mail a suitable medium for
understanding the attitudinal bases of consumer behaviour?
OR
Q: 5 The video recorder wars: The winning formula
A battle took place in the mid 1970s between manufacturers of video cassettes
and their associated players. Although Philips was first to market with its
Video Cassette Recording system released in 1972, Sony, as with its Walkman
concept, was first to really attract the market with its Betamax video format
released in 1975. It quickly gained market dominance until challenged by
JVC's VHS. These two formats were joined a year later by the Philips V2000;
all of these system being incompatible with each other. The Philips machine
despite having several superior features never really gained significant market
share - not all of the superior features were offered on the cheaper Philips
models, which also suffered from poor video quality and a lack of mechanical
14
5 | P a g e
reliability. For all these reasons the format never gained substantial market
share and was withdrawn in 1985, leaving the Sony and JVC to battle it out
for video supremacy. Sony was confident that its superior performance and
high market share would see it defeat the new JVC upstart, but it made the
cardinal marketing blunder of not responding to the needs of its potential
customers.
Although consumers were impressed with Sony's marketing and the quality of
its players, they wanted something quite different. Sony initially restricted the
recording time of its player to one hour; suitable for television programmes,
but not for the recording of films which formed the basis of a growing video
rental market. Movie and video studios turned their backs on Sony and JVC
were able to offer by far the largest range of rental titles on its 'Long Play'
system. In addition, consumers wanted an affordable video player. JVC had
made the decisive strategic move of licensing its technology to a range of
electronic manufacturers; competition between which kept the price of VHS
recorders well below that of Sony's machines. Despite the perceived quality
advantage of the Sony, demand was price sensitive and by 1981, the market
share held by Betamax tapes had fallen to below 25%.
In 1988, Sony began to market its own VHS machines and at that point it was
evident that the Betamax format was dead. In recent years, both Betamax and
VHS have been replaced by DVDs. The last Sony Betamax machine was
manufactured in 2002 and the last dedicated JVC VHS unit was produced in
2007.
a. Explain the importance of research and development in the process of
new product development.
b. Analyse the relationship between the product life cycle and the
marketing mix.
*************
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This post was last modified on 19 February 2020