INDIRA GANDHI INSTITUTE OF MANAGEMENT & TECHNOLOGY Marketing Management

(Total Marks= 100)Section-A (20*2=40)

1 Which of the following power is going to be used when the manufacturer requests a behavior that is warranted under the contract?

1 Expert power2 Referent power 3 Coercive power 4 Legitimate power

2 Priyanka called her friend Neha from the Departmental store and informed her about the 50% discount offer of the store. In this example, what roles do Priyanka and Neha play in the communication process and what is the media used?

1 Encoder, decoder, telephone2 Receiver, decoder, television3 Message, noise, feedback4 Sender, receiver, telephone

3 When two Pepsi Co. product distributors disagree over the territory, this is an example of which type of conflict? On the other hand when a company disagrees with one of its wholesalers, this is which type of conflict?

1 Horizontal, vertical2 Conventional, channel3 Good, bad 4 Minor, major

4 Hot breads and Bakers inn, two major fast food chains, have merged in order to challenge McDonald’s superiority in the industry. Hot breads and Bakers inn were once fierce competitors, but now they have joined together to follow a new marketing opportunity. This development is known as

1 Contractual vertical marketing system 2 Horizontal marketing systems.3 Corporate vertical marketing systems.4 Administered vertical marketing system

5 All of the following are advantages to the hybrid marketing system except

1 More control of the system2 Increased sales 3 More opportunities to tailor products and services for the specific needs of customer segments.4 Increased market coverage

6 Which one of the following is NOT a major constraint when deciding channel objectives?

1 Company characteristics 2 Product characteristics 3 Competitors’ channels4 Technological developments

7 What type of distribution would a tube of Toothpaste, a Harley Davidson bike, and a Sony television would require respectively?

1Mass, minimal, mediocre2 Selective, intensive, exclusive3 Intensive, exclusive, selective4 Exclusive, intensive, selective

8 A Company must decide on ‘how many’ and ‘what types’ of inventory storage and handling facilities it needs, and where they will be located, as a part of which logistics function?

1 Transportation2 Order processing 3 Inventory

4 Warehousing

9 Roshan the sales executive of Eureka Forbes would like to sell you some Vacuum cleaners. He represents his company; there are no other intermediaries that sell this product. What type of distribution channel is Eureka Forbes using?

1 Channel 2 2 Direct marketing channel3 Indirect marketing channels 4 Both a and b

10 A salesperson whose major task is delivery of a product is known as-

1 Missionary2 Deliverer3 Demand creator 4 Order takers

11 There are five ways of classifying retail outlets. Which of the following is not one of them?

1 Product line 2 Size of the outlet3 Relative price emphasis4 Control of outlets

12 ‘Crossword’, the bookstore is an example of what type of store. ‘Crossword would offer which type of product line?

1 Department, narrow 2 Supermarket, deep3 Specialty, narrow 4 Convenience, deep

13 Which of the following is not a stage in consumer decision making process?

1 Problem recognition2 Idea screening3 Information search 4 Evaluation of information

14 What are the two broad types of communication channels?

1 Informational and persuasive 2 Direct and indirect3 Emotion and rational4 Personal and non-personal

15 Shyam wants to open a coffee shop, but he doesn’t know how much to spend on promotion. In order to get a rough estimate for the industry’s average on promotion budgets, he will go to the library and investigate his predicament. Shyam will most likely start his investigation by looking at trade publications. If Shyam sets his budget according to the industry average, he will be using method of budget setting?

1 Competitive-parity2 Percentage-of-sales 3 Affordable4 Objective-and-task

16 The promotion mix is comprised of four elements. Which of the following is not one of them?

1 Market research2 Personal selling3 Advertising 4 Public relations

17 Managers focus on segmented marketing, and marketing through various advertising media that interact directly with consumer, generally calling for the consumer to make a direct response. What is this type of marketing called?

1 Sales promotion2 Catalogue marketing3 Direct marketing4 Public relations

18 Which type of advertising is required for launching a new product?

1 Comparison2 Informative3 Reminder

4 Comparison

19 Choco flakes is a new cereal bar that Kellogg’s plans to launch. Since choco flakes is a new product, advertising budgets will be quite large in order to build consumer awareness and gain con summer trial. Around what specific factor is Kellogg’s building its advertising budget?

1 Stage in the product of life cycle2 Market share 3 Competition and cluttre4 Product differentiations

20 Which of the following is not an idea generation technique?

1 Brain storming 2 Cost benefit analysis 3 Morphological analysis4 Forced relationships

Section-B (5*8=40)

Q1) what is Product Life cycle? Discuss the Marketing Strategies that are to be followed at various stages of PLC?

Q2) what do you understand by Marketing Channel? Discuss different factors affecting the choice of distribution channel.

Q3) Explain the different components of promotion mix? Discuss the various Factors influencing the promotion mix?

Q4) what do you understand by New Product? Discuss the stages of new product development process?

Q5) What is marketing environment? By discussing the main dimension, explain the impact of environmental forces on marketing?

Section-C (20 Marks)

CASE STUDY OF MARKETING MANAGEMENT

This case is about Nokia Corporation's (Nokia) strategies to revive the 'Nokia' brand. Despite being the market leader in the mobile phone market since 1998, the company saw a decline in its brand value since the early 2000s. The year 2004, in particular, saw major erosion in Nokia's brand value as well as its market share. Since 2005, the company started taking various initiatives that went a long way in reviving the 'Nokia' brand. In addition to focusing on innovative products, it decided to move beyond umbrella branding and introduced sub brands.

The 'Nseries' sub brand was used for the high end multimedia phones which had features such as high powered digital cameras and portable digital music players. Nseries was targeted at the young and tech-savvy customers.

Another sub brand, Eseries, was targeted at business users. In 2007, Nokia entered the Internet services market with the launch of another sub brand 'Ovi'. Ovi was an umbrella brand for a range of Internet services such as online music store, a navigation system, and a gaming service called 'N-Gage Arena. Analysts felt that the company did this in order to compete with Apple Inc. that had entered the mobile phone market with the launch of the phone.

Analysts felt that the sub brands, Nseries in particular, went a long way in reviving the mother brand and also brought back the younger buyers who were moving away from 'Nokia' in favor of its rivals such as Samsung and Sony Ericsson.

Q1) Understand the issues and challenges faced by a mature brand.

Q2) Understand the reasons for the decline in Nokia's brand value in the early 2000s and how Nokia revived the brand.

Q3) Understand the advantage and disadvantages of umbrella branding.

Q4) Understand the importance of branding for a consumer electronics company.

Q5) Understand the issues and challenges faced by companies to defend their market leadership position.