Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2019 Summer 2nd Sem 4529903 Marketing Management Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (PART TIME) ? SEMESTER 2? EXAMINATION ? SUMMER 2019
Subject Code: 4529903 Date:15/05/2019
Subject Name: Marketing Management
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. No. Question Text and Description Marks
Q.1 Definitions / terms / explanations / short questions based on concepts
of theory/practical
(a) Core competencies
(b) CRM
(c) Order-to-payment cycle
(d) Characteristics of services
(e) Sales promotion
(f) Counteroffensive defense
(g) Straight re-buy
14
Q.2 (a) Explain with suitable example company?s orientation toward the
market place.
07
(b) Explain value chain with suitable example. 07
OR
(b) In strategic planning, how will a company assess growth
opportunities for its business units.
07
Q.3 (a) What are CPV and CLV? Explain both concepts with suitable
example.
07
(b) Discuss macro environmental factors that affect business. Explain
giving examples.
07
OR
Q.3 (a) A Japan based company wants to sell its product in India. The
company finds that their product (Skin Whitening Cream) has lot
of potential in Indian market. Before starting business in the
country what are the consumer behavior factors which company
should study.
07
(b) Define Positioning. Explain with suitable example competitive
frame of reference and POP and POD.
07
Q.4 CASE STUDY:
During the first inauguration of Tata?s Nano Car, Ratan Tata
famously spoke these words ?I observed families riding two-
wheelers- the father driving the scooter, his young kid standing in
front of him, his wife seated behind him holding a little baby. It
led me to wonder whether one could conceive of a safe,
affordable, all-weather form of transport for such a
family.?
Hence, started the conceptualization of a car targeted at
the low income segment of India who could not afford a car. It is
FirstRanker.com - FirstRanker's Choice
Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (PART TIME) ? SEMESTER 2? EXAMINATION ? SUMMER 2019
Subject Code: 4529903 Date:15/05/2019
Subject Name: Marketing Management
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. No. Question Text and Description Marks
Q.1 Definitions / terms / explanations / short questions based on concepts
of theory/practical
(a) Core competencies
(b) CRM
(c) Order-to-payment cycle
(d) Characteristics of services
(e) Sales promotion
(f) Counteroffensive defense
(g) Straight re-buy
14
Q.2 (a) Explain with suitable example company?s orientation toward the
market place.
07
(b) Explain value chain with suitable example. 07
OR
(b) In strategic planning, how will a company assess growth
opportunities for its business units.
07
Q.3 (a) What are CPV and CLV? Explain both concepts with suitable
example.
07
(b) Discuss macro environmental factors that affect business. Explain
giving examples.
07
OR
Q.3 (a) A Japan based company wants to sell its product in India. The
company finds that their product (Skin Whitening Cream) has lot
of potential in Indian market. Before starting business in the
country what are the consumer behavior factors which company
should study.
07
(b) Define Positioning. Explain with suitable example competitive
frame of reference and POP and POD.
07
Q.4 CASE STUDY:
During the first inauguration of Tata?s Nano Car, Ratan Tata
famously spoke these words ?I observed families riding two-
wheelers- the father driving the scooter, his young kid standing in
front of him, his wife seated behind him holding a little baby. It
led me to wonder whether one could conceive of a safe,
affordable, all-weather form of transport for such a
family.?
Hence, started the conceptualization of a car targeted at
the low income segment of India who could not afford a car. It is
Page 2 of 3
a typical example of identifying a need, developing and marketing
the product to the targeted segment and enjoying the success of a
well-crafted marketing effort.
It is no surprise then, that the little car also dubbed as the
?people?s car? attracted much fanfare from the media across the
world. The demand for the car could not be met initially, as the
Sanand plant wasn?t working full capacity. The cars had to be
booked in advance. After a rocky start at its West Bengal Singur
plant, the production of Nano was shifted to Sanand, Gujarat.
This delayed the launch and also put a tab on the production
capacity.
The car comes in standard, CX and LX versions. The price of the
standard version falls in the Rs 1 lac bracket (excluding VAT and
transportation cost). The car was conceptualized to cater to a
segment who earlier could not afford a car due to its high price.
Nano is in every sense a revolution in innovation aimed at serving
the lower class market.
Tata motors being the countries largest automobile company
(commercial and passenger vehicles combined), has been a
pioneer in the automobile industry in more ways than one. It
being the first company in the engineering sector listed at the New
York Stock Exchange. Tata Indica was the country?s first
indigenous passenger car built in 1998.
What is even more encouraging is that the car adheres to and in
some cases exceeds the quality specifications of the Indian
automobile industry. The car has ample ground clearance; space
for it?s built and can seat 4 adults. The car has been designed
keeping the target segment of a family of four, earlier using a two-
wheeler in mind.
Tata Motors was awarded the 2010 Edison and Wall Street
Journal Technology Innovation award for their extraordinary
achievement.
(a) Explain suitable basis of segmentation for Tata Nano Car. 07
(b) According to the marketing activities of Tata Nano, what was the
positioning created for the car. Also discuss POP and POD of
Tata Nano.
07
OR
Q.4 (a) Explain product life cycle of Tata Nano according to your
understanding.
07
(b) Based on case explain brand extension of Tata Motors 07
FirstRanker.com - FirstRanker's Choice
Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (PART TIME) ? SEMESTER 2? EXAMINATION ? SUMMER 2019
Subject Code: 4529903 Date:15/05/2019
Subject Name: Marketing Management
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. No. Question Text and Description Marks
Q.1 Definitions / terms / explanations / short questions based on concepts
of theory/practical
(a) Core competencies
(b) CRM
(c) Order-to-payment cycle
(d) Characteristics of services
(e) Sales promotion
(f) Counteroffensive defense
(g) Straight re-buy
14
Q.2 (a) Explain with suitable example company?s orientation toward the
market place.
07
(b) Explain value chain with suitable example. 07
OR
(b) In strategic planning, how will a company assess growth
opportunities for its business units.
07
Q.3 (a) What are CPV and CLV? Explain both concepts with suitable
example.
07
(b) Discuss macro environmental factors that affect business. Explain
giving examples.
07
OR
Q.3 (a) A Japan based company wants to sell its product in India. The
company finds that their product (Skin Whitening Cream) has lot
of potential in Indian market. Before starting business in the
country what are the consumer behavior factors which company
should study.
07
(b) Define Positioning. Explain with suitable example competitive
frame of reference and POP and POD.
07
Q.4 CASE STUDY:
During the first inauguration of Tata?s Nano Car, Ratan Tata
famously spoke these words ?I observed families riding two-
wheelers- the father driving the scooter, his young kid standing in
front of him, his wife seated behind him holding a little baby. It
led me to wonder whether one could conceive of a safe,
affordable, all-weather form of transport for such a
family.?
Hence, started the conceptualization of a car targeted at
the low income segment of India who could not afford a car. It is
Page 2 of 3
a typical example of identifying a need, developing and marketing
the product to the targeted segment and enjoying the success of a
well-crafted marketing effort.
It is no surprise then, that the little car also dubbed as the
?people?s car? attracted much fanfare from the media across the
world. The demand for the car could not be met initially, as the
Sanand plant wasn?t working full capacity. The cars had to be
booked in advance. After a rocky start at its West Bengal Singur
plant, the production of Nano was shifted to Sanand, Gujarat.
This delayed the launch and also put a tab on the production
capacity.
The car comes in standard, CX and LX versions. The price of the
standard version falls in the Rs 1 lac bracket (excluding VAT and
transportation cost). The car was conceptualized to cater to a
segment who earlier could not afford a car due to its high price.
Nano is in every sense a revolution in innovation aimed at serving
the lower class market.
Tata motors being the countries largest automobile company
(commercial and passenger vehicles combined), has been a
pioneer in the automobile industry in more ways than one. It
being the first company in the engineering sector listed at the New
York Stock Exchange. Tata Indica was the country?s first
indigenous passenger car built in 1998.
What is even more encouraging is that the car adheres to and in
some cases exceeds the quality specifications of the Indian
automobile industry. The car has ample ground clearance; space
for it?s built and can seat 4 adults. The car has been designed
keeping the target segment of a family of four, earlier using a two-
wheeler in mind.
Tata Motors was awarded the 2010 Edison and Wall Street
Journal Technology Innovation award for their extraordinary
achievement.
(a) Explain suitable basis of segmentation for Tata Nano Car. 07
(b) According to the marketing activities of Tata Nano, what was the
positioning created for the car. Also discuss POP and POD of
Tata Nano.
07
OR
Q.4 (a) Explain product life cycle of Tata Nano according to your
understanding.
07
(b) Based on case explain brand extension of Tata Motors 07
Page 3 of 3
Q.5
CASE STUDY:
Howard Boothroyd is disappointed. His company, Novelty Creations
has just withdrawn from its latest venture after three unsuccessful
months of trying to market a new product. The company markets a
range of novelty ?lifestyle? products using a direct mail brochure and
the internet. Products marketed include a rainwear range for dogs and
cats, an automatic odour protection device for bathrooms and ?make-
your-own? birthday card kits. In its outdoor collection it markets a
range of garden lights in the shape of garden gnomes and clothes
dryers. It has over one hundred individual personal items including
nose-hair clippers, blood pressure monitors and earwax removal
systems. The company is always looking for new product ideas as the
essence of keeping sales moving is novelty and interest. The product
just withdrawn after three months in the brochure, and slightly longer
on the website, was an extended toenail clipper whereby a person could
clip their toe nails without having to bend down. Not all new products
succeed, but Boothroyd?s problem is that this is the tenth recent new
product failure and he is worried that the company is losing direction.
New product ideas come from an in-house team consisting of
Boothroyd and two other directors. All are from technical backgrounds.
Customers are not consulted at the stage of idea generation as it is felt
that they would be unable to grasp many early stage concepts. Idea
generation sessions take place on the last Friday of every month and
usually result in about ten new ideas being put forward and discussed.
As the major shareholder of the company, Boothroyd takes it upon
himself to select which, if any, of these ideas should be taken further
with a view to including them in the product portfolio. He uses his own
judgement in this screening process as he feels that the growth of the
company is down to his ?feel? for the market. Once a product idea is
selected, Boothroyd and his team find someone who can make the
product and it is then incorporated in the brochure and on the website.
He believes that the best test of a product is whether it sells or not and
for this reason no marketing research is conducted before its inclusion
in the product portfolio. Once the product is launched, a small sample
of customers are contacted randomly and asked to complete a
questionnaire regarding their views on this product and other company
products. Boothroyd is seriously concerned about recent product
failures and is wondering if a different and perhaps more systematic
approach to developing new products might be appropriate. He is
looking for advice about what the company might be doing wrong and
how it might improve its new product development procedures.
(a) Evaluate the company?s approach to new product development and
suggest how the company might improve its success rate for future new
products.
07
(b) Is the marketing communication tools, direct mail and internet,
used by the company suitable for communicating products of the
company.
07
OR
Q.5 (a) Prepare a marketing plan for its product blood pressure monitor. 07
(b)
What is product portfolio? Describe the product portfolio of
company.
07
*************
FirstRanker.com - FirstRanker's Choice
This post was last modified on 19 February 2020