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Con. 729 10

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(Revised Course)

CP 3472

(2 hours)

(Total Marks : 50)

N.B: (1) Question no.1 is compulsory.


(2) Answer any three questions from question nos. 2 to 5.
(3) Calculators can be used.
(4) The figures to the right indicate maximum marks.

1. Formulate a Direct Marketing plan for

(14)

(a) Magazine
OR
(b) Apparel
Keeping in mind the following: (i) Product offering
(ii) Lead generation
(iii) Database Development
(iv) Methodology followed (e.g mail order, telemarketing, direct response, etc.)
2. (a) Calculate the Lifetime Value of the given customer as on 31/03/2009:-

(12)

2005

2006

2007

2008

2009

Sales

1,00,000

1,50,000

1,50,000

2,50,000

Service charge

10,000

15,000

10,000

20,000

Direct mailers

20,000

20,000

25,000

25,000

20,000

Bad debts

5,000

5,000

10,000

10,000

Note:- (i) All amounts are in Rs.


(ii) The rate of interest on loans is 10%.
OR

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(b) How is market segmentation used in Direct Marketing?


OR
(c) What are the characteristics, strengths and weaknesses of Databased Marketing? Discuss the steps in
developing a database.
3. Answer any two of the following:-

(12)

(a) State the differences between mass marketing and direct marketing.
(b) Write a note on the importance of Relationship Marketing in direct marketing.
(c) Write a note on list segmentation.
(d) Ethical issues in Direct Marketing.
4. Answer any three of the following :-

(12)

(a) Catalogue Marketing


(b) Direct-Response TV
(c) Explain the three approaches to Direct Marketing
(d) Market segmentation
5. Attempt any six of the following :-

(12)

(a) Cross selling and up selling


(b) Response list
(c) Marge purge
(d) Infomercials
(e) Use of internet for Direct Marketing
(f) SMS
(g) Site traffic generation
(h) Lead generation

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