MID TERM TEST-August’10

MBA (PTU) 2nd SEM (infinity)

Marketing Management

Max. Marks: 40 Time Duration: 1.5 hours

Note: All the questions from Part A are compulsory (2 marks each).

All the questions from Part B are compulsory (5marks each)

PART A

Q1 How does buyer decision process vary for

(i) Fast moving consumer goods, and

(ii) Consumer durables?

Q2 Identify some major sources of Secondary data used in Marketing Research. Comment upon the
limitations of using secondary data in decision making.

Q3 Automobile manufacturers such as Maruti, manufacture different models like Maruti800, WagonR
and Esteem to cater to different segments with different levels of income. What kind of Marketing
Strategy is that?

Q4 When and how do people, physical evidence and process play a crucial role in the marketing of
services? Give relevant examples.

Q5. Write short note on Role of costs in pricing

Q6 how does Marketing Research act as a tool for decision making

Q7 Define New product development

Q8. What are the functions of Packaging?

Q9 Distinguish between Market Segmentation and Product Differentiation.

Q10 Define Brand Equity

Q11 Distinguish Marketing mix vs. marketing strategy

Q12 What are the criteria marketers must evaluate before selecting a brand name?

Q13. Define Routinised response behaviour

Q14. What are the Characteristics of organisational consumers?

Q15 Explain the marketing Objective of an organization other than sales, profit and market share
PART B

Study the case given below and answer the questions given at the end.

Water purification (households) market in India is slowly becoming competitive with the introduction of
Aquaguard in a big way. Zero-B is another brand which has been in the market for the last few years. It
also offers portable models (tumblers). New brands are also entering the market. Aquapen, a pocket sized
water purifier was launched in 1997 at a cost of Rs. 594. The product works on a 6V battery and has a
LED indicator which flashes every fiive seconds to indicate the product is operational. The purification
process lasts for about 50 seconds. A battery lasts for about 5000 glasses. The company planned to retail
the product at around 50,000 outlets and had planned an advertising budget of Rs. 5 crores.

Taking into account, the other brands in this market, formulate a detailed marketing plan for Aquapen
addressing the following issues :

Questions :

(a) Specify the target segment you would select for Aquapen.

(b) What will be its positioning ?