Marketing Management Model Question Paper : www.iimm.org Indian Institute Of Materials Management

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INDIAN INSTITUTE OF MATERIALS MANAGEMENT
Post Graduate Diploma in Materials Management
Paper 18
Marketing Management

Instructions:
1. From Part A, contains 4 main questions (with 8 sub questions) each question carries 1 mark
2. From part B answer any 3 questions out of 5 questions. Each question carries 16 marks
3. Part - C is case study with sub questions. Read the case carefully and answer the questions 20marks

http://www.iimm.org/education/previo...on_papers.html
http://www.iimm.org/education/Previo...DMM/P-18.d.pdf

Q.1. True or False:
a)Marketing starts with customers & ends with customers.
b) Marketing is a socital process.
c) When the want is backed by buying power it is not a demand.
d) The basic needs are biogenic in nature.
e) Value means quantity,service, cost.
f) Loyalty can be ensure by delighting customer.
g) Promotion is the key element of marketing program.
h)Price is a major factor that influences the customer.

Q.2. Give full-form of the following.
i) STP ii) BCG III)USP IV)UVP V) TOM VI)POP VII)VSM VIII)ROI
Q.3. Define in Brief (Any four)
a) B2B selling.
b) Test Market
c)Brand
d)Service
e)MIS

Q.4 Fill in the blanks
1)4 P’s are product,price,place_________
2)selling starts with the _________
3)Marketing start with __________
4)5C analysis company,___________,competitors,collaborators,climate
5)PEST is political,economic,societal & __________factors analysis.
6)SWOT analysis –___________weakness________, threats.
7) No product is sold without ________ backup.
Q.5. a)What is MIS? & how it serves to Marketing Manager?

PART – B :
Q.6. a)SWOT analysis with example?
b) Explain Trade promotions?
Q.7. a)What do you mean by Service quality ? discuss it in detail with the help of suitable example?
b) write the concept of Marketing audit?
Q.8. Explain complete process of new product development with example?
Q.9. Short Notes: any 4
a)Direct Marketing.
b) Consumer Behavior.
c) International Trade .
d) SWOT Analysis.
e) Supply chain management.
f) Product Life Cycle.
Q.10. Case Study:

PART - C :
All the big players in the Rs. 700 crorefairness products market in India admitted that at least 25% of their users were male.
Emami launched its fair &Handsome skin lightening cream for men.HLL has now hit back with fair & Lovely Menz Active.
“ we have always been aware that a significant male user base existed within Fair & Lovely itself, and hence there was always need to Launch a variant that understands and takes care of unique requirements of men”, says vice president , skin care , HLL.
Questions:-
1) Explain customer perception of values.?
2) Explain the significance of market leader?
3) Identify which type of Market Leader Strategy have been adopted by HLL?