This Paper has 23 answerable questions with 0 answered.
F—15(SMM)
Revised Syllabus |
| Time Allowed : 3 Hours | Full Marks : 100 |
| The figures in the margin on the right side indicate full marks |
| PART A |
| Answer all the questions. |
| Marks |
| 1. | Technology can modify industry structure though: | (a) | Change in economy of scale. | | (b) | Creation of new products and/or services. | | (c) | Change in the bargaining relationship between the industry and its buyers or its suppliers. | | (d) | Combination of (a) and (b) above | | (e) | All of the above. |
| 2x10 | (0) |
| 2. | Marketing Research studies are undertaken: | (a) | To measure brand loyalty of a class of consumers | | (b) | To predict market potential of a product on a future date | | (c) | To understand product-price relationships | | (d) | To make out a case for revision of an existing strategy | | (e) | All of the above. |
| | (0) |
| 3. | Successful differentiation strategy allows the company to: | (a) | Gain buyer loyalty to its brands. | | (b) | Charge too high a price premium. | | (c) | Depend only on intrinsic product attributes. | | (d) | Have product quality that exceeds buyers needs. | | (e) | Segment a market into distinct group of buyers. |
| | (0) |
| 4. | The corporate governance frame work should ensure | (a) | Rights of shareholders as established by law. | | (b) | Equitable treatment to all shareholders. | | (c) | Timely and accurate disclose of all material matters including finance, performance and ownership of the company | | (d) | All of the above and social responsibility | | (e) | None of the above. |
| | (0) |
| 5. | Organized culture is: | (a) | Appreciation for the arts in the organization. | | (b) | Ability of the organization to act in a responsible manner to its employees. | | (c) | Combination of (a) and (b) above. | | (d) | Deeper level of basic assumptions and beliefs that are shared by the members of the firm. | | (e) | None of the above. |
| | (0) |
| 6. | Switching costs refer to the: | (a) | Cost of changing a firm’s strategic group | | (b) | Cost of installing new electric switches in a factory when technology changes. | | (c) | One time costs incurred by the customers when they buy from a different supplier. | | (d) | All of the above | | (e) | None of the above. |
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| 7. | Backward integration occurs when: | (a) | A company produces its own inputs | (b) | An integrated company disintegrates into units. | | (c) | A company is concentrated in a single industry | (d) | There are no linkages among the business units. |
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| 8. | Innovation strategy is: | (a) | Defensive strategy | | (b) | Offensive strategy | | (c) | Responding to or anticipating customers and market demands. | | (d) | Guerrilla strategy | | (e) | Harvesting strategy. |
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| 9. | Porter’s 5 forces model have not touched upon: | (a) | Threats of potential new entrants | | (b) | Competitive strategy of different players. | | (c) | Technological development within similar industry | | (d) | Bargaining power of buyers/sellers | | (e) | Price strategy of substitutes |
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| 10. | Technology adaption is: | (a) | The complete assimilation of technical know-how acquired from a collaborator | | (b) | The acquisition of technical know-how from the source external to the firm. | | (c) | The acquisition of design from a collaboration and carrying onto necessary modifications thereto. | | (d) | The improvement of the level or quality. | | (e) | None of the above. |
| | (0) |
PART B
|
| Answer any five questions. |
| 11. | Discuss 'consumer psychographics' and their impact on the marketing decisions. | 16 | (0) |
| 12. | What is 'situation Audit' in strategic planning? Draft a conceptual model for creating a "Strategic plan" for a company. | 8+8 | (0) |
| 13. | What is differentiation strategy? How does it help a firm in combating the five competitive forces in the environment? | 6+10 | (0) |
| 14. | Explain the factors that should be considered when setting an advertising budget. Suggest a frame work to evaluate the effectiveness of an advertising campaign. | 6+10 | (0) |
| 15. | (a) | Explain the strategic implications of BCG Matrix model. | | (0) |
| | (b) | Prahalad opined that an organisation should be analysed as a portfolio of ''core competencies''.What are the similarities or differences of this approach with BCG Matrix model? | 8+8 | (0) |
| 16. | A business may use two types of sales promotion techniques: viz., | (a) | Consumer promotion or |
| (b) | Trade promotion tools. Briefly discuss these two types of sales promotion tools and their effectiveness in nature of products/businesses. |
| 8+8 | (0) |
| 17. | Firms try to achieve multiple objectives through pricing strategies. Outline a list of different types of | 6+10 | (0) |
| 18. | Write short notes on any two of the following with appropriate examples: | 8+8=16 | |
| | (a) | Mission statement; | | (0) |
| | (b) | Product life cycle; | | (0) |
| | (c) | Distinctive competence; | | (0) |
| | (d) | Bargaining power of customers; | | (0) |
| | (e) | Hofer's evolution Matrix. | | (0) |
