BRACTs

Vishwakarma Institute of Management

Estd. 2001 An ISO 9001:2008 Certified Institute MBA Programme Rated as MH-A by CRISIL

Form No.: EPF 7.1 Revision No.: 0 Date:15th Dec 2011

VM -408A (Marketing Specialization)

Question Paper

AY: 2012- 2013 Programme: MBA Term End Exam

Day & Date: Subject Code: Maximum Marks No. of Pages: Thursday, 28.3.2012 408 A 50 2 Time: Subject: Duration: No. of Questions: 12.30 pm to 2.30 pm Virtual Marketing 120 Minutes 6

Semester: IV

Instructions: 1. Question Number 1 is compulsory. 2. Attempt any THREE questions from Q. 2 to Q. 6. 3. Marks are mentioned against each question. 4. Illegible answer sheets are liable to be un-assessed. 5. Support your answers with examples/flow charts/diagrams.

Q1. What is Internet Marketing Mix? Citing relevant and current examples, explain the special product, price, place & promotion considerations in internet marketing mix? (14 Marks)

Q2. You are a newly appointed Marketing Manager of a company who is a leader in gardening equipments. Currently, the company has only a limited web site containing electronic versions of its brochures. You have been given the responsibility to revamp the website keeping in mind the growing internet users. What are the strategies, methods and tools that you would implement to succeed in your assignment? Give justifications for your plan of action. (12 Marks)

Q3. Procter and Gamble is planning to launch its new innovative mint gel toothpaste in the Indian markets. What online research method(s) would you use to test the new-product? Why? (12 Marks) Q4. Success in business requires more than just attracting customers. It also requires winning the loyalty of those customers to your brand over any other. It is likely that 20 percent of your customers will supply you with 80 percent of your business in the long run. Therefore, it is of utmost importance to win and keep your customers' loyalty. In today's business world, the Subject Code: 408 A Page 1 of 2

BRACTs

Vishwakarma Institute of Management

Estd. 2001 An ISO 9001:2008 Certified Institute MBA Programme Rated as MH-A by CRISIL

Form No.: EPF 7.1 Revision No.: 0 Date:15th Dec 2011

Internet is an important part of doing just that. How to build customer loyalty & value using Internet technology? (12 Marks)

Q5. What do you mean by virtual communities? How marketers can build partnerships through community, user-generated content & blogs? Q6. Write Short notes on any TWO of the following: a) Marketplace vs. Market space b) Electronic payment system c) Ethical issues in e-marketing d) Motivations for shopping on the net (12 Marks)

For Office Use Only ( To be filled in by the Paper Setter) NOT TO BE PRINTED Date of Submission Question Paper Setter I: (Name & Signature): ______________________________________ Question Paper Setter II: (Name & Signature): ______________________________________ COE Remark- Entry in Question Paper Receipt Chart: _______________________________

Subject Code: 408 A

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