SDM JANUARY-2012 1)What is Integrated Marketing Communication .

What are all its Objectives (8 marks) Definition of Integrated Marketing Communication : It is the strategic integration of a variety of communication tools such as advertising , Sales Promotion , personal selling , Public relations , Publicity, and direct marketing . Objectives of IMC : a) By using the most cost effective tools to achieve the desired communication objectives b) To ensure strong message , consistency , clarity, and sales impact . (i)The company should appoint a Head of Communication (ii) The company should build a database by measuring the results after implementation of the promotional plan in comparison with the communication goals, the promotional media cost and the message consistency . (iii) Conduct training programmes for all persona handling various communication tools . Example : The material handling equipment required by many manufacturing and logistics organizations. The company advertises in Purchase Journal and Business India magazine based on which it receives communications from the prospective customers. These sales leads are then contacted and qualified by Telemarketing . The prospects with high sales potential and immediate requirements are contacted by the companys force . The prospects with medium to low sales potential are handled by the companys agents. This approach of integrating the various communication tools like advertising, Telemarketing , personal selling and agents ensure achievement of the IMCs Objectives. (2 Marks) January 2010 Name the different era in marketing a)Production era b) Sales era c) Marketing era d) Relationship Marketing era. 2) How does the Wholesaling and the Retailing functions help in sales and marketing channel management ( 8 Marks , January -2010) Definition of Retailing : it includes all the activities involved in selling (or) renting consumer products and services directly to ultimate consumers for their personal (or) home consumption . Ultimate consumers make most of their purchases in retail stores which are independent of the producer. Functions of a retailer : a)Merchandizing b) The service c) The format used d) The communication process used e) Product to be sold f) variety of each category g) Pack sizes and SKUs h) Price points of the products i)quantity of each product , category, SKU to be carried at any point of time and the relevant price points . Definition of Wholesaler : A Wholesaler buy and resell merchandize to retailers and other merchants and to institutional, industrial and commercial users but do not sell in significant amounts to the ultimate consumers .

Functions of a WholeSaler : a)Sales and promotion of chosen companys products b) buying the assortment of goods to be handled c) Breaking bulk to suit customer requirements d) Storage and protection of the goods till they are sold out e) grading and packing of goods like commodities f) Transportation of the goods to the consumers g) Financing the buying of the goods and extension of credit to the customers . h) Bearing the risks associated with the business i) Collecting and disseminating market information to the suppliers and the customers . J) Order collecting and marketing agency for the producer. K) He places order in advance L) He places truck load (or) container load orders on the manufacturer m) He is in touch with the market and understands its pulses extremely well. N) He helps in maintaining price stability . o) The retailer can draw his requirements quite frequently from the wholesaler p) He reduces the risk of carrying extra stock with him (retailer ) q) he helps the retailer in getting information about new products , promotions, and the like in advance from the wholesalers. Thus the purchases can be planned in a better manner. JANUARY -2011 (8 Marks) 3) Why is evaluation of Sales Performance is important a) To improve the sales persons performance by identifying the causes of un-satisfactory performance b) To decide the increment on pay and incentive payment based on the actual performance of the sales person c) To identify the sales people who may be promoted d) To determine the training needs of the individual sales person and the entire sales force e) To identify the sales persons whose services may be terminated , after giving adequate chances for improvement f) To motivate sales people through adequate recognition and reward for good performance g) To find out their strengths and the weaknesses . The commonly used criteria are (i)Number of Customer calls (ii) Sales in rupees (iii) Sales by products and customers (iv) Dealer meetings held (v) Over due payments collected (vi) Service calls made. 4) The wholesaler as an intermediary between the manufacturers and the retailer renders services both to the manufacturer and the retailer . explain (12Marks Jan-2011) Functions of a retailer : a)Merchandizing b) The service c) The format used d) The communication process used e) Product to be sold f) variety of each category g) Pack sizes and SKUs h) Price points of the products i)quantity of each product , category, SKU to be carried at any point of time and the relevant price points . Functions of a WholeSaler : a)Sales and promotion of chosen companys products b) buying the assortment of goods to be handled c) Breaking bulk to suit customer requirements d) Storage and protection of the goods till they are sold out e) grading and packing of goods like commodities f) Transportation of the goods to the consumers g) Financing the buying of the goods and extension of credit to the customers . h) Bearing the risks associated with the business i) Collecting and disseminating market information to the suppliers and the customers . J) Order collecting and marketing agency for the producer. K) He places order in advance L) He places truck load (or) container load orders on the manufacturer m) He is in touch with the market and understands its pulses extremely well. N) He helps in maintaining price stability . o) The retailer can draw his requirements quite frequently from the wholesaler p) He reduces the risk of carrying extra stock with him (retailer ) q) he helps the retailer in getting

information about new products , promotions, and the like in advance from the wholesalers. Thus the purchases can be planned in a better manner. 5)Examine the factors that are to be considered in the selection of a distribution channel(8 marks- Jan 2011) (I) Market consideration : a) Consumer (or) industrial product b) Number of potential customers c) Size of order d) buying habits of customers e) geographical concentration of market . (II) Product consideration : a)Unit Value b) Product Line c) Standardized product d) technical nature e) Bulk and weight f) Perishability III)Company Consideration : a) Volume of production b) Financial resources c) Experienced and competent management d)Service provided by the channel e) Desire for control of channels (IV) Middlemen Consideration : a) Availability of desired Middlemen b) Financial ability c) Attitude of Middlemen d) Sales potential e) Cost f) Competition and Legal Constraints .