(Paper) UPTU: Model Question Paper MBA First Semester Examination (Marketing Management)

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Uttar Pradesh Technical University

UPTU: Model Question Paper MBA First Semester Examination, 2008-09

MARKETING MANAGEMENT

PART I

Q.1. This question contains 20 objective type questions. Choose the correct answer and writtes serial order.

1)“Consumers may share a strong need that cannot be satisfied by an existing product”

The above mentioned statement indicates:
a) Nonexistent demand
b) Latent demand
c) Unwholesome demand
d) Full demand

2) “The concept that consumers will favour those products that offer the most quality, performance, or innovative features” is:
a) product concept
b) production concept
c) selling concept
d) marketing concept

3) “Many people want a BMW sport car but only a few of them are willing and able to buy one”, the statement indicates:
a) Needs
b) Wants
c) Demand
d) Desire

4) “Mr. Stephen brown, an American needs a veggie burger for breakfast,”

The statement indicates:
a) wants
b) Bundle
c) Product
d) Price

5) “The.....................concept is based on the development, Design and implementation of marketing programs, processes, and activities that  Activities that recognize their interdependencies”.
a) Holistic marketing
b) Relationship marketing
c) B to B marketing
d) B to C marketing

6)Henry ford offered model. T ford in one colour black. His offering is an example of........................ as in engages in mass production, mass production, and mass production.
a) mass marketing
b) Differentiated marketing
c) Customized marketing
d) Services marketing

7) In ..............., consumer preference remain scattered throughout the market space and consumers vary greatly in their preferences.
a) Homogeneous preferences
b) Heterogeneous preferences
c) Diffused preferences
d) Clustered preferences

8) “Bajaj wave DTS-I is a scooter targeted for women. It uses...........

Variable of demographic segmentation .
a) Income
b) Age
c) Loyalty status
d) Gender

9) Uses status, usage rate and occasions variable of ........... segmentation.
a) Geographic
b) Psychographic
c) Behavioral
d) VALS

10) .................... involves three activities : market segmentation, market targeting and market positioning.
a) Targeting
b) Scanning
c) Distributing
d) Designing

11) The various levels starting from core benefit and going up to potential product are constituents of ....................
a) Distribution levels
b) Product levels
c) Consumer levels
d) Manufacturing levels

12) Harley Davidson motorcycles, Montblanc pens, apple computers, American holidays are marketed on the basis on style. Which of the following concepts of marketing is applied to sell them :
a) Differentiation
b) value addition
c) Demand forecasting
d) Reminder advertising

13) Product line stretching can be done in which of the following ways:
a) Down market stretch
b) Up market stretch
c) Two way stretch
d) All three Options

14) The slogan “ Intel inside , launched by many companies such as Dell, IBM, Compaq , HCL is an application of concept of :
a) Ingredient branding
b) Consumer affluence
c) Innovation opportunity
d) Labeling

15) The various stages of product life cycle are :
a) Introduction
b) Growth
c) Maturity and decline
d) All the three

16) The various levels of distribution channels are:
a) 0levels
b) 1and 2 levels
c) 3 levels
d) All options.

17) Retailing operations in India are :
a) Very highly organized
b) Highly organized
c) Less organized
d) Not a all organized

18) Which of the following are methods advertising budget allocation :
a) percentage of sales method
b) All you can afford method
c) Competitive parity
d) All.

19) HUL excels in which of the following :
a) B to B marketing
b) B to C marketing
c) Rural marketing
d) All.

20) A Sales manager undergoing personal selling should have which qualities :
a) Motivation
b) Negotiation skills
c) Product know how
d) All.

PART II

TOYOTA – ALWAYS AHEAD
Toyota may have gotten its start in automaking by being a fast follower, but it is now the innovator. In1936. Toyota admitted following Chrysler’s land-mark airflow and patterning its engine after a 1933 Chevrolet engine. But by 2000, when it introduced the first hybrid electric-gasoline car, the pries, Toyota was the leader. In 2002, when the second-generations price hit showrooms, dealers received 10,000 orders before the car was even available; GM followed with an announcement that it would enter the hybrid market with models of its own.

Toyota’s strategy for the pries was to build an environmentally friendly car that reduced the footprint on the environment by reduced energy consumption, greenhouse gas emission rates, and smog emission rates, Toyota president Fujio Cho sees environmental performance as essential to the future of cars.

Introducing such leading-edge products present marketing challenges. For the example , the marketing messages must educate consumers that the pries doesn’t need to be plugged in, as an electric car does. The marketing massages must also communicate the value fuel efficiency, not just fuel savings for the customers, but for the environment as well, “Every gallon of gas burned releases 20 ponds of carbon-dioxide into the atmosphere. General public still lags in appreciating the global warming significance of that” , said Dave Hermance, executive engineer for environmental engineering at Toyota offers a full line of the cars the U.S. market, from family sedans to sport utility vehicles to trucks to minivans. Toyota also has products for different price points, from lower-cost scions to mid. priced Camry’s to luxury Lexus. designing these different products mean listening to different customers , building the cars they went, and then crafting the marketing to reinforce each make’s image. For example, Toyota spent four years carefully listening to teens before . launching the scion for first-time car buyers. It learned, for instance, that scion’s target age group of 16-21 years-olds wanted personalization. To meet that preference, Toyota will build the car mono-spec at the factory and let customers at dealerships choose from over 40 customization elements, from stereo components to wheels and even floor mats. Toyota markets the scion at music events and will have showrooms where “young people feel comfortable hanging out and not a place where they just go share at a car”, said scion vice president Jim letz.

In contrast, Toyota’s marketing strategy for the Lexus line focuses on perfection. the tagline for the global strategy is “passionate pursuit perfection”, dealership offer white-glove treatment. Toyota markets Lexus globally and understands that cash country defines perfection differently. In the united states, for example, perfection and luxury mean comfort, size and dependability. In Europe, luxury mean attention to detail and brand heritage. Therefore, although the core of Lexus marketing is similar (a consistent Lexus visual vocabulary, logo, font and overall communication), the advertising various by country.

A big reason behind Toyota’s success is its manufacturing Toyota’s combination of manufacturing speed and flexibility is world class. Its plants can make as. Many as eight different models at the same time, which bring Toyota huge increases in productivity and market responsiveness. Toyota is in the midst of for integrating its assembly plants amount the world. In to single giant network . The plants will customize cars for local markets and be able to shift production quickly to satisfy any surges in demand much markets worldwide. With a manufacturing network, Toyota can build a wide variety of

Models much more inexpensively . That build whole new assembly operations, “If there’s a market or market segment where they aren’t present, they go there “, said Tatsuo Yoshida, auto analyst at Deutsche Securities Ltd. And with consumers increasingly fickle about what they want in a car. such market agility gives Toyota a huge competitive edge. Toyota’s sales rose in every region the world in 2003, and the company earned $146 billion. It edged past Ford motor Co., to become the world’s second-largest carmaker, and its market cap of $110 billion is more than that of GM, Ford and Daimler Chrysler combined. Toyota is now eyeing the top sport with a goal of surpassing GM as the world’s carmaker by 2010.

Discussion Questions:

1. What have been the key success factors for Toyota?
2. Here is Toyota vulnerable? What should it watch out for? How should it go further forward?

PART - III

Q.3 proctor and Gamble intends to launch a new range of detergents in India. Ideally it should undergo a process of marketing Research. With reference to above, discuss the process of marketing Research.

OR

“ Marketing Environment largely affects the profit of the company”.

With reference to above statement explain the various factors which affect Marketing Environment.

Q.4 “HUL is highly successful because of its strategy of proper segmentation”. Do you agree with the above statement. Also discuss the various bases of segmentation.

OR

Explain product and Service Differentiation with examples.

Q.5 Eludicate the various stages of the New product Development. Taking the example of ‘Nano Car’.

OR

Explain Brand Management with reference to Brand Equity, Brand Resource and Brand Reinforcement Give examples to support your answer.

Q.6 Explain the various channels of distribution of Consumer products. Also discuss the various factors which affect channel distribution.

OR

“A proper combination of elements of promotion-Mix is necessary for success of an organization”.
Elaborate the above statement and discuss the various elements of promotion-Mix.