ARULMIGU MEENAKSHI AMMAN COLLEGE OF ENGINEERING

DEPARTMENT OF ANAGEMENT STUDIES

BA 7203 -MARKETING MANAGEGEMENT
INTERNAL ASSESSMENT TEST II
MBA I YEAR
SET A
Date:23.03.2016
Marks:50
Part A(7* 2 =14 Marks)
1.
2.
3.
4.
5.
6.
7.

What is product positioning?

What is channel management?
Define pricing.
What is promotion mix?
How will you position for a product tooth paste.
Differentiate between goods and services.
What do you mean by marketing strategy?
Part B(2*13 =26 Marks)

8. a. What are the steps involved in setting the price for a product? Explain.
Or
b. What is meant by marketing segmentation? Explain its importance in
present day market with examples.
9. a. What strategies can be adopted by service marketers to ensure
customer satisfaction?
Or
b. Explain how the strategies for industries marketing will differ from
consumer marketing?
Part C(1*10 = 10 Marks)
This case focuses on Flipkarts Big Billion Day sale which was launched on October 6, 2014.
It highlights the problems that occurred on the day of the sale and their adverse impact on
the customers and reputation of the company. Flipkart was set up by two software
engineers from the Indian Institute of Technology, Delhi, Sachin Bansal and Binny Bansal, in
2007. It sold many items under various categories like apparels, appliances, books, etc.
October being the festive season in India, the big e-commerce companies were looking to
lure buyers through various attractive discounts and offers. Flipkart too declared a sale on
October 6, 2014. The company spent a huge amount of money on its ad campaigns,
installing servers to handle online traffic and deploying staff for processing the orders and
delivering the goods. Unfortunately for them, things did not turn out quite as they expected.
Flipkart's servers crashed, items went out of stock, and the prices of items changed during
the sale. Buyers were outraged and took to the social media to express their ire.
Manufacturers too accused the company of selling goods below the selling price. To protect
the image of their company, Flipkarts founders sent out apology letters to the buyers
regretting the inconvenience they had caused and assuring them that they would deliver
better service in future. Despite all the hue and cry, Flipkart witnessed a mega sale of $100
million (Rs 6 billion) in just 10 hours.
Questions :

1 1. Flipkart's much-touted 'Big Billion Day' sale turned out to be a fiasco. What do you
think Flipart did wrong?
2. How could Flipkart have ensured the success of its Big Billion Day' sale?
3. How can Flipkart win back the trust of consumers who fled to competitors during the
sale?

ARULMIGU MEENAKSHI AMMAN COLLEGE OF ENGINEERING

DEPARTMENT OF ANAGEMENT STUDIES
BA 7203 -MARKETING MANAGEGEMENT
INTERNAL ASSESSMENT TEST II
MBA I YEAR
SET - B
Date:23.03.2016
Marks:50
Part A(7* 2 =14 Marks)
1.
2.
3.
4.
5.
6.
7.

State the decisions involved in channel management.

What are the objectives of Advertising?
What is positioning
What Is Meant by Industrial Marketing ?
What is a customer touch point? Why is it important.
What do you mean by exclusive distribution?
How are the services different from products?

Part B(2*13 =26 Marks)

8 . a. What is the difference between targeting and positioning ?Explain
with example by taking
any product in India.
Or
b. Explain the different types of sales promotional tools?
9. a. Explain the unique characteristics of services with suitable examples.
b.Explain various steps to be considered while forming strategies for
industrial marketing and
consumer marketing.
Part C(1*10 = 10 Marks)
The case discusses the launch of the Android One initiative by Google, under which
the company partnered with mobile handset makers to bring out low priced,
smartphones targeted at emerging markets like India. By the time Android One was
launched, the Indian market was flooded with low priced smartphones from Motorola
and Chinese manufacturer Xiaomi, who sold their handsets exclusively online through
retailers like Flipkart and Snapdeal. The Android One partners in India Micromax
Mobiles, Karbonn Mobiles, and Spice Digital, also launched the phones through online
retailers. But even after two months the sales were not as expected. Then the
handset makers started to sell the handsets through conventional retailers. However,
several retailers were not in favor of selling the phones showing their displeasure over
the launch of phones exclusively online. Thus, the Android One phones in India were
caught in a channel conflict, between the traditional retailers and online retailers.
Questions
1. What do you think of Googles strategy of launching the Android One phones only
online?
2. How can Android One compete against formidable competitors like Motorola and

Xiaomi?
3. What should Googles next course of action be?