Download JNTUA (JNTU Anantapur) MBA (Master of Business Administration) 2019 June Supplementary 2nd Sem 18E00205 Marketing of Financial Services Previous Question Paper
MBA (Fintech) II Semester Regular Examinations June 2019
MARKETING OF FINANCIAL SERVICES
(For students admitted in 2018 only)
Time: 3 hours Max. Marks: 60
All questions carry equal marks
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SECTION ? A
(Answer the following: 05 X 10 = 50 Marks)
1 (a) Explain the expanded marketing mix for services.
(b) How is financial services marketing different from goods marketing?
OR
2 Describe each of the four stages of the product life cycle and each stage give an example.
3 Explain the consumer decision making process.
OR
4 ?Consumer arrives at judgments/preferences towards the various brands through an attribute
evaluation procedure?. Explain with your answer.
5 Explain the steps involved in new product development.
OR
6 Enumerate some of the factors that need to be considered while selecting a brand name.
7 Explain the unique characteristics of financial services marketing.
OR
8 Positioning refers to the process of creating an image for organization?s product in the minds of
the target customers. State and map the financial services product of your choice.
9 ?Sales promotion is not an expenditure; it is an investment which can pay rich dividends?-
Discuss with examples.
OR
10 Create a promotion objectives, message design, message delivery and promotion budget for a
promotion programme of financial services of your choice.
SECTION ? B
(Compulsory question, 01 X 10 = 10 Marks)
11 Case Study:
As a leader in sustainable finance in India, Yes Bank reached the milestone of mainstreaming
sustainability within its core business principles with a vision of evolving as the ?Best quality bank
of the world in India by 2020?. The sustainable corporate performance of the bank focused on the
triple bottom-line ethos, wherein the three interlinked measurement elements-people, planet, and
profit ? were interwoven with its business strategy. According to Yes Bank, its sustainable
finance initiatives nor only assisted it in creating value for stakeholders but also had a long-term
positive impact on the community as a whole. The sustainable finance guidelines of the bank
enabled it to integrate social, economic and environmental policies into its business framework
and this attracted investments from Foreign institutional investors (FII) and Foreign Portfolio
investors (FPI) for building a clean and green India.
Contd. in page 2
Page 1 of 2
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Code: 18E00205
MBA (Fintech) II Semester Regular Examinations June 2019
MARKETING OF FINANCIAL SERVICES
(For students admitted in 2018 only)
Time: 3 hours Max. Marks: 60
All questions carry equal marks
*****
SECTION ? A
(Answer the following: 05 X 10 = 50 Marks)
1 (a) Explain the expanded marketing mix for services.
(b) How is financial services marketing different from goods marketing?
OR
2 Describe each of the four stages of the product life cycle and each stage give an example.
3 Explain the consumer decision making process.
OR
4 ?Consumer arrives at judgments/preferences towards the various brands through an attribute
evaluation procedure?. Explain with your answer.
5 Explain the steps involved in new product development.
OR
6 Enumerate some of the factors that need to be considered while selecting a brand name.
7 Explain the unique characteristics of financial services marketing.
OR
8 Positioning refers to the process of creating an image for organization?s product in the minds of
the target customers. State and map the financial services product of your choice.
9 ?Sales promotion is not an expenditure; it is an investment which can pay rich dividends?-
Discuss with examples.
OR
10 Create a promotion objectives, message design, message delivery and promotion budget for a
promotion programme of financial services of your choice.
SECTION ? B
(Compulsory question, 01 X 10 = 10 Marks)
11 Case Study:
As a leader in sustainable finance in India, Yes Bank reached the milestone of mainstreaming
sustainability within its core business principles with a vision of evolving as the ?Best quality bank
of the world in India by 2020?. The sustainable corporate performance of the bank focused on the
triple bottom-line ethos, wherein the three interlinked measurement elements-people, planet, and
profit ? were interwoven with its business strategy. According to Yes Bank, its sustainable
finance initiatives nor only assisted it in creating value for stakeholders but also had a long-term
positive impact on the community as a whole. The sustainable finance guidelines of the bank
enabled it to integrate social, economic and environmental policies into its business framework
and this attracted investments from Foreign institutional investors (FII) and Foreign Portfolio
investors (FPI) for building a clean and green India.
Contd. in page 2
Page 1 of 2
Code: 18E00205
The bank?s active presence in areas line development banking, micro finance, financial
inclusion, agriculture and investment in sustainable ventures created an enabling environment
for the most disadvantaged stakeholders in society to aspire for a sustainable future and also
enabled the bank to come up with some innovative products and services. As a sustainability
leader for India, the bank?s sustainable finance approach distinguished it from its rivals and
helped it emerge as a leading bank in the country despite its being a late entrant into the market.
However, the bank admitted difficulties in communicating its sustainable objectives to its
stakeholders.
Questions:
(a) How would the bank communicate its sustainability initiatives to stakeholders?
(b) Design a detailed marketing strategy for the bank.
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Page 2 of 2
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This post was last modified on 27 July 2020