ATTEMPT ANY TWO FROM THE FOLLOWING :

1.
FOR EACH OF THE FOLOWING ORGANISATIONS, DESCRIBE THEIR MARKETING MIX :
a) AIRLINE CABIN CREW ASSOCIATION;
b) FRESH FLOWER RETAIL FACILITY;
c) POLICE;
d) CASINO HOTEL;
e) HOSPITAL BLOOD BANK;

2.
LIST SOME MARKETING IMPLICATIONS FOR EACH OF THE FOLLOWING :
a) INCREASING PUBLIC INTEREST IN PHYSICAL FITNESS AND HEALTH;
b) DIGITAL TECHNOLOGICAL INNOVATIONS IN PRODUCTS AND SERVICES;
c) HIGH INTEREST RATES ON HOME LOANS;
d) EMERGING BREED OF ‘GREEN CONSUMERS’;
e) FINANCIAL IRREGULARITIES / SCAMS IN RIVAL FIRMS;

3.
a)
FROM A CONSUMER BEHAVIOUR PERSPECTIVE, WOULD IT BE INCORRECT TO VIEW ALL COUNTRIES
COMPRISING A CONTINENT AS A SINGLE MARKET ? JUSTIFY YOUR RESPONSE.
b)
EXPLAIN HOW THE VARIOUS STAGES IN THE BUYING DECISION PROCESS MIGHT BE APPLIED IN
THE FOLLOWING SITUATIONS :
i. RENEWAL OF MAINTENANCE SERVICES FOR EARTH-MOVING EQUIPMENT ;
ii. PURCHASE OF A NEW CONVEYOR BELT SYSTEM AT A BEVERAGE MANUFACTURING
FACILITY;

4.
FOR EACH OF THE FOLLOWING LIST THEIR ADVANTAGES AND DIS-ADVANTAGES :
a) INTENSIVE DISTRIBUTION;
b) SELECTIVE DISTRIBUTION;
c) EXCLUSIVE DISTRIBUTION;
5.
FOR EACH OF THE FOLLOWING EXPLAIN WITH JUSTIFICATION, YOUR CHOICE OF AN IMC STRATEGY , FOR
THE METRO vs OTHER INDIAN MARKETS :
a) 10-MINUTE AUTOMOBILE P.U.C. FACILITY AT THE PETROL PUMPS STATIONS;
b) AESTHETIC CONTACT LENS MARKETER;
c) FROZEN ROTI/CHAPATI MARKETER;
d) NICHE SPORTS EQUIPMENT;
e) DESIGNER SANITARYWARE;

6.
NAME ONE CATEGORY OF GOODS AND ONE CATEGORY OF SERVICES , WHICH ARE IN THE
INTRODUCTORY STAGE OF THE PLC.
FOR EACH, IDENTIFY WHAT MARKET WOULD CONSIDER YOUR EXAMPLES AS TRULY NEW.

7.
DISCUSS HOW A CAR-RENTAL BUSINESS MIGHT OPERATE IF MANAGEMENT EMBRACED ANY OF
THE FOLLOWING ORIENTATIONS :

a) PRODUCTION;
b) SALES;
c) MARKETING ;
d) SOCIAL MARKETING;

8.
WHAT ADVANTAGE WOULD SAMPLING HAVE OVER AN ADVERTISING CAMPAIGN FOR A NEW BRAND OF
MEN’S FAIRNESS CREAM , ESPECIALLY IN SUMMER ?

9.
WHAT ARE THE MARKETING IMPLICATIONS OF THE INCREASING PUBLIC INTEREST IN COSMETIC
ENHANCEMENTS TO THE BODY ?

10.
HOW MIGHT THE FOLLOWING ORGANISATIONS IMPLEMENT THE STRATEGY OF MARKET
SEGMENTATION ? DISCUSS ANY TWO FROM THE FOLLOWING :

a) INDIAN HEART ASSOCIATION;

b) UNIVERSAL STUDIOS;
c) INTERNET RETAIL BANKING;
d) PC MANUFACTURER;
11.
FROM A MANUFACTURER’S VIEWPOINT, WHAT ARE THE COMPETITIVE ADVANTAGES OF EXCLUSIVE
DISTRIBUTION STRATEGY ? COMPARE IT WITH THE FRANCHISEE’S VIEWPOINT .

12.
USE AN EXAMPLE EACH FROM THE FMCG, CONSUMER DURABLES AND SERVICE SECTORS TO EXPLAIN
THE CONCEPT OF SBU (STRATEGIC BUSINESS UNIT) ?

13.
HOW MIGHT A CAR RENTAL SERVICE ADAPT THEIR PRODUCT OFFER AND COMMUNICATIONS ON
ACCOUNT OF THESE DIFFERENCES ?

14.
DISCUSS THE MAIN WAYS IN WHICH THE BUYING PROCESSES FOR SELF-DRIVE TRAVEL TYPICALLY
DIFFERS BETWEEN PRIVATE AND BUSINESS BUYERS ?

15.
SUPPLIERS AND INTERMEDIARIES ARE IMPORTANT STAKE-HOLDERS IN THE MICRO-ENVIRONMENT OF
THE BUSINESS. EXPLAIN THEIR EVOLVING ROLE AND FUNCTIONS IN A MARKETING-ORIENTED BUSINESS.

16.
IN DEVELOPING PRODUCTS, HOW CAN A FIRM MAKE SURE THAT IT IS BEING SOCIALLY RESPONSIBLE ?

17.
EXPLAIN HOW THE FIVE STAGES IN THE BUYING-DECISION PROCESS MIGHT BE APPLIED IN THE
FOLLOWING BUYING SITUATIONS :
i) NEW TASK BUYING OF A CONVEYOR BELT IN AN ASSEMBLY-LINE PRODUCTION UNIT;
ii) STRAIGHT RE-BUYING OF MAINTAINANCE SERVICES OF THE SAME CONVEYOR BELT;