UKA TARSADIA UNIVERSITY

MBA ( Semester 2 )
040070214(2015-16)
Marketing Management
Date :01/06/2017 Time :9:30AM- 12:30PM
Max. Marks:60
Instructions :
1. Attempt all questions.
2. Write each section in a separate answer book.
3. Make suitable assumptions wherever necessary.
4. Draw diagrams/figures whenever necessary.
5. Figures to the right indicate full marks allocated to that question.
6. Follow usual meaning of notations/abbreviations.
SECTION - 1
Q 1 A) What is marketing? What entities can be marketed discuss it in detail. [10]

OR
Q 1 A) Identify and elaborate various marketing concepts in detail.

Q 2 A) Assume you are running one beauty salon and want to measure the customer satisfaction, explain in [10]
details which are the techniques available with you to measure satisfaction.
OR
Q 2 A) Assume you control one franchise restaurant and want to manage the long term customer relationship
with your customer. Discuss how will you do the same?

Q 3 A) Identify and describe stages in organisational buying behaviour with examples. [10]

OR
Q 3 A) Identify and describe participants in the business buying process.

SECTION - 2
Q 4 A) Discuss the characteristics of services in detail with example. [10]

OR
Q 4 A) What is packaging? Discuss the objectives of packaging.

Q 5 Whirlpool's Product Innovation & Brand Building Strategies in India: Re-creating the Lost Magic? [10]
In the presence of focused and determined competitors, even a well known and established player is
capable of making all the possible incorrect strategic moves. Established in 1996, Whirlpool of India Ltd.
(WIL) set out to capture the Indian market with its customer-centric approach. The company gained
leadership in the direct-cool refrigerator segment with a significant share in the washing machine
market. However, with the entry of the Korean conglomerates – LG and Samsung, WIL's rise to
success came to a halt. Competing for the same market space, these Korean players offered a host of
technologically superior products at affordable rates through a strong countrywide network. Promoted
aggressively and backed by a customer care service to please Indian customers, these products took
away the market share from WIL in less than a decade. The Korean companies redefined the customer
service in the home appliances segment. To make a come-back into the Indian market, WIL, under the
direction of its new vice president, Marketing, Shantanu Das Gupta, geared up to focus on offering
innovative products. To create a brand recall, the company hired celebrity couple Kajol and Ajay Devgan
as brand ambassadors.
Questions:
1. Do you think the strategy will be successfull ? (05)
2. What will be your suggestions to WIL? (05)

Q 6 A) Explain the process of New Product Development along with an example. [10]

OR
Q 6 A) What is International Marketing? What are major decisions in international marketing?