MBA (EXE-I) Jan 2021 Examination

Paper- Marketing Management (8105)

Time allowed- 3 hrs
Max Marks- 70
Note- Answer any five questions, all questions carry equal marks

Q.1. The Red Cross provides numerous services, including disaster relief, nursing, youth involvement and
bio medical services. One important activity is the collection of donated blood with the Red Cross
receiving over six million volunteer blood donations a year. The high demand for blood coupled with
concerns about the safety of the giving and receive blood and the hectic lives of potential donors can
make soliciting donations a challenge.
Mr Skeptical is of the opinion that marketing is applicable only in commercial activities whereas Mr
Optimist says that marketing is something which can be applied anywhere where exchange is involved.
You are required to convince Mr Skeptical that marketing can be applied in blood donations as well by
focusing on the following:
The demand (which is negative here)
The exchange of value (between the donor and Red Cross)
The product offered by the Red Cross (an idea)
The price paid by the donor (blood)
The distribution (reaching donors)
The segmentation (finding potential donors)
Q.2. Scanning the environment is important for a business. By this we can identify opportunities and
threats. Develop a SWOT matrix for an organization (it may the organization in which you currently
work)
Q.3. Market segmentation and mass marketing are opposite strategies. Do you agree? It is about
efficiency and effectiveness. Amazon wants to know whether online buyers are one homogeneous group
of customers or they can be segmented for better targeting. Develop a segmentation scheme for Amazon.
Q.4. In fighting Covid, mask wearing is an appropriate behavior. Explain how mask can be positioned to
enhance its acceptability and usage.
Q.5. The mainstay of Coca Cola and Pepsi, the cola beverage is in the maturity stage of its product life
cycle. Suggest innovative strategies that can used to fight product maturity. Be specific in your answer
such that these provide implementable ideas.

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Q.6. A marketer has the following products in its portfolio. Suggest appropriate distribution strategies
based on customer service output levels (customer needs).
Namkeen (savory snacks)
Formal suit
Q.7. Propose the message strategy (appeal) for the following by explaining the reasons:
Hand wash
Perfume