Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2018 Summer 2nd Sem 3529204 Advance Marketing Management Previous Question Paper
Seat No.: ___________ Enrolment No.___________________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 2 ? EXAMINATION ? SUMMER 2018
Subject Code: 3529204 Date: 31/05/2018
Subject Name: Advance 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.1 Define following terms briefly: 14
(a) Brand Equity
(b) Kiosk
(c) Outsourcing
(d) URL
(e) SBU
(f) Jingle
(g) CSR
Q.2 (a) Write down differences among followings:
1. Product vs. Service
2. Retailing vs. Wholesaling
07
(b) Write down short not on: Leveraging the brand 07
OR
(b) What is the use of ?Michael Porter?s Five Force Model? in marketing? Discuss
it with example of taking any industry of your choice.
07
Q.3 (a) Draw & explain ?PLC?? Also discuss strategies for ?Maturity? stage of PLC. 07
(b) What is ?Brand Elements?? Discuss various brand elements in detail with
examples.
07
OR
Q.3 (a) Write down short note on: Service marketing mix 07
(b) What do you mean by ?Branding?? Discuss ?Brand Portfolio? in detail with
example of each one.
07
Q.4 (a) What do you mean by ?Non Store Retailing?? Discuss various ways to
implement non store retailing.
07
(b) ?Sales Promotion is essential now a day?- Discuss this statement. Also list
down various tools of ?Trade? oriented sales promotion.
07
OR
Q.4 (a) Define ?Personal Selling?? Discuss process of personal selling in detail. 07
(b) Write down short note on: Tools of Social media marketing 07
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Page 1 of 2
Seat No.: ___________ Enrolment No.___________________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 2 ? EXAMINATION ? SUMMER 2018
Subject Code: 3529204 Date: 31/05/2018
Subject Name: Advance 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.1 Define following terms briefly: 14
(a) Brand Equity
(b) Kiosk
(c) Outsourcing
(d) URL
(e) SBU
(f) Jingle
(g) CSR
Q.2 (a) Write down differences among followings:
1. Product vs. Service
2. Retailing vs. Wholesaling
07
(b) Write down short not on: Leveraging the brand 07
OR
(b) What is the use of ?Michael Porter?s Five Force Model? in marketing? Discuss
it with example of taking any industry of your choice.
07
Q.3 (a) Draw & explain ?PLC?? Also discuss strategies for ?Maturity? stage of PLC. 07
(b) What is ?Brand Elements?? Discuss various brand elements in detail with
examples.
07
OR
Q.3 (a) Write down short note on: Service marketing mix 07
(b) What do you mean by ?Branding?? Discuss ?Brand Portfolio? in detail with
example of each one.
07
Q.4 (a) What do you mean by ?Non Store Retailing?? Discuss various ways to
implement non store retailing.
07
(b) ?Sales Promotion is essential now a day?- Discuss this statement. Also list
down various tools of ?Trade? oriented sales promotion.
07
OR
Q.4 (a) Define ?Personal Selling?? Discuss process of personal selling in detail. 07
(b) Write down short note on: Tools of Social media marketing 07
Page 2 of 2
Q.5 Discuss the case study with answers of following questions.
Six to Seven Telecommunications
Six to Seven is a telecommunications company marketing state of the art
telecommunications equipment. The company is currently in the process of
developing a new generation type of mobile phones. When developed, this phone will
enable users not only to make standard telephone calls and connect to the Web, but
will have a small screen which will enable users to view the person at the other end
of the line in high definition, unlike competitors? models whose definition
characteristics leave a lot to be desired. Needless to say, investment to develop the
technology and market the product is substantial.
As part of the development process, the company is eager to find out more
about potential customers for this product. In particular, they are interested in finding
out if there is a market for the product, how big this market might be, and how
customers will respond to this concept. They propose hiring a specialist market
research agency with skills in the area of researching buyer behavior, particularly for
new product concepts.
Questions:
A.What areas of buyer behavior should this proposed research encompass, and why?
B.What types of research techniques might be useful in researching these areas?
14
OR
Q.5 Discuss the case study with answers of following questions.
Pandora Jewellery
The founder of Starfish Products is Pandora Truelove who started by making
jewellery as a hobby at home. Eventually Pandora began to sell some of her jewellery
at small craft fairs in the district where she lives. Her jewellery proved to be very
popular, especially amongst the age group 14-18. It was low priced, but well-made
and very fashionable. Quite simply, Pandora discovered that not only was she good
at making jewellery, but she had a feel for the market and jewellery fashions that
would sell to younger customers.
From this humble beginning, in just three years Pandora has expanded her
business and sales to the point where she now works full-time and employs three
people helping her make the jewellery in a small workshop. At the moment she is
selling mainly through craft fairs, but now at much larger national events.
Pandora wants to expand the business; demand is still strong and she has
retained her flair for judging the market. She has the option to move to larger premises
where she could take on more production staff. She has a small budget for promoting
her products. Her main problem in relation to expanding the business she feels is
distribution. To expand quickly she must secure retail outlets on a national basis
through which she can market. Alternatively, she has considered if franchising might
be an answer, with sales direct to customers in their own homes rather like
Tupperware.
Questions:
(a) According to you what distribution alternatives might be available to Pandora
to expand her business, and what are their relative advantages and
disadvantages?
(b) List down various Sales promotion techniques that can be implemented by
Pandora to attract more customers.
14
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This post was last modified on 19 February 2020