Beruflich Dokumente
Kultur Dokumente
MM01
MARKETING MANAGEMENT
NOTE: The paper is divided into two sections. Section A and Section B. There are seven
questions in Section A. Students are required to attempt four questions from Section A
and Section B is compulsory. Each question carries 20 marks.
SECTION - A
1 a) Give the meaning and definition of marketing. What are the different concepts of
marketing and what do these concepts signify? (10)
b) Give the difference between marketing and selling. (10)
2 “A firm can realize all its business goals by generating customer satisfaction. The idea
may sound somewhat utopian. In reality, it is an eminently workable proposition.” What
is the mechanics through which a firm puts the marketing concept into practice to give
the concept of value and utility to the customer in making his purchase decisions?
(20)
3 a) Write short notes on the following:-
i) Concept of strategic business unit (SBU)
ii) BCG Matrix
iii) Ansoff Matrix
iv) 4 P’s of Marketing (5x4=20)
4 What is the purpose of marketing environment analysis and the factors to be covered under
environment analysis? (20)
SECTION B
8 CASE STUDY
The growth of the brand can be attributed to GCMMF’s wider distribution network
(available in over 1000 cities and towns across India) and price-value equation (products
were sold at 50% less than Kwality Walls). In the summer of 2002, Amul entered into
newer markets like Kolkata and Delhi (the largest ice cream markets in India). To ensure
sustained growth, the company decided to make changes to its existing marketing
communication programs. As a part of this change, FCB-Ulka, (which manages the
Amul advertising account) conducted an `Ice-cream Mood’ survey as part of its
Advertising research, among the target customers. The survey provided many useful cues
for Amul, which helped it develop an appropriate marketing communication strategy.
The survey findings stated that the take-away segments constituted only 20% of the total
ice-cream sales, which was pretty low compared to 70% in developed markets. The
difference was attributed to the Indian social context and the pricing levels of ice-creams.
Another interesting insight that the study gave was that ice-cream consumptions were
low, even in top metros, as ice-creams were eaten only on some special occasions.
Consumption was also restricted mainly to three flavours – vanilla, chocolate, and
butterscotch. In terms of brand perceptions, customers perceived Amul ice-creams to be
tastier and creamier than other hand, customers perceived Kwality Walls as a premium
brand that offered variety and range of flavors. Due to its contemporary image, Kwality
Walls also enjoyed a good market share and mindshare among the youth.
QUESTIONS:
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