Download Projects

December 2012

Ms-64 : International Marketing

SECTION-A

1.  Differentiate between the following:

(a)  Ethnocentric and Geocentric Orientations.

(b)  Customs Union and Common Market.

(c)  Commercial Invoice and Proforma Invoice.

(d)  Domestic Planning and International Planning.

2.  (a)  Enumerate the elements that make up culture. Why is an understanding of different cultures important to an international marketing manager?

(b)  With the help of examples explain the alternative  product-communication strategies available to an international marketer.

3.  (a)  What is containerization? Discuss the advantages offered by containerization in

international logistics.

(b)  Briefly explain the components of international advertising strategy. Discuss the advantages and disadvantages of standardization of international advertising programme of a Multinational Company.

4.  Write short notes on any three of the following :

(a)  Modes of entry into international markets.

(b)  Bill of Lading.

(c)  Transfer Pricing.

(d)  Export Promotion Councils.

(e)  International Product Life Cycle.

SECTION-B

5.  (a)  Explain the basic steps in international marketing research process. Select an industrialized country and a least developed country and state how conducting marketing research would be different in the two ?

(b)  You have to export a machine from a manufacturing unit in Mumbai to London. Assuming that the export is by sea, explain the effects of terms of delivery on the price to be quoted. You may take hypothetical figures for various cost components. 

June, 2013

Ms-64 : International Marketing

SECTION-A

1. (a) What are the economic and non - economic reasons that a firm considers for entering International Markets ? Explain.

(b) What are the different forms of Regional Economic Groupings for trade cooperation ? Give examples to illustrate your answer.

2. Discuss in brief the conceptual framework of Global Marketing. What are the different phases involved ? Give a brief explanation of each phase involved, with examples.

3. (a) Briefly explain the important contract terms (INCOTERMS) as defined by International Chamber of Commerce at the time of making an export contract.

(b) Discuss the various elements of Culture of Concern to International Marketer.

4. Write short notes on any three of the following :

(a) Role of World Bank

(b) Developments in International Monetary System

(c) Letter of Credit

(d) International Product Policy

(e) Techniques of International Marketing Research.

SECTION-B

5. A manufacturer of Handloom products is planning to enter international markets. He has a well established domestic business and wants to go overseas. Discuss :

(a) The ways in which he can go International.

(b) What environmental analysis he has to undertake to understand the overseas markets ?

(c) The organisations he can approach which can guide him and facilitate his export efforts.

December, 2009

Ms-63 : Product Management

SECTION – A

1. Distinguish between the following giving suitable examples :

(a) Shopping and Speciality goods

(b) Product Line and Product Mix

(c) Product Positioning and Product Differentiation.

(d) Market Potential and Market demand.

2. (a) Comment upon the significance of branding for consumer products in today's competitive marketing environment.

(b) How would your approach to packaging be different while marketing industrial goods as compared to consumer goods ? Explain giving examples.

3. (a) Taking the example of a toothpaste, explain how you can generate new product ideas using Attribute Analysis.

(b) Explain the various interpretations of the term 'new product' giving suitable examples.

4. Write short notes on any three of the following :

(a) Bases for Product Line Extension

(b) Product Portfolio concept and its  importance for marketers.

(c) Organising for new product development at the corporate level.

(d) Industrial designing

(e) Break-even analysis

SECTION – B

5. (a) You have been asked to manage the test marketing effort of a company, introducing its new product, a herbal cold cream, in the market. Explain how you would select the test market, decide upon the test market duration and collect data from the test markets.

(b) Briefly explain the concept of Product Life Cycle. What in your view is the stage in which touch screen mobile phones are in the Indian market ? Based on your answer suggest appropriate promotion strategies.

June, 2010

Ms-63 : Product Management

SECTION – A

1. (a) Explain the terms 'convenience products' and 'speciality products' giving suitable examples. Briefly compare a producer's marketing - mix for a convenience product with those for a speciality product.

(b) Explain the BCG Matrix and discuss its strategic implications.

2. (a) Briefly explain the product Life Cycle Concept. How might a company's advertising and sales promotion strategies differ, depending on whether its brand of a

product is in the introductory stage or in the maturity stage of its life cycle ?

(b) Discuss the functions performed by branding for the consumers. What brand name would you suggest for a range of high ibre, low sugar biscuits targetted at diabetics as well as calorie conscious consumers ? Justify your choice.

3(a) What are the objectives of test marketing ? Do you think test marketing has any disadvantages ? Discuss giving suitable examples.

(b) Explain the various interpretations of the term new product' giving some examples in each category.

4. Write short notes on any three of the following :

(a) Bases for product - line extension

(b) Brand equity measurements

(c) Functions of packaging

(d) Product prototyping

(e) Pricing the new product

SECTION – B

5. Study the case given below and answer the questions given at the end :

Launching a new toothpaste XYZ Ltd. is one of the successful manufacturers of packaging materials for both industrial and consumer products. The company has shown substantial growth over the years. Much of the company's growth is attributed to the high quality of its products. Keeping in view the growing market for consumer goods, the top management of the company decided to diversity into new consumer product areas. In the first instance, the company is thinking of entering into the toothpaste market. The company conducted an extensive  survey for deciding appropriate marketing and positioning strategy for the company's new brand of toothpaste. The survey revealed the following :

• Toothpaste is a highly competitive market and is dominated by MNCs.
• 85 to 90% of Indians are prone to dental diseases.
• Over 60% of consumers surveyed were willing to try out a new brand of toothpaste if it offers added value.
• The number of people who brushed their teeth at night was below 10%.
•  The buying decision about various brands was very much influenced by the women in the households.
• An average of 200 gms is consumed in a mouth in a household.
• The market for toothpastes is growing at the rate of 15 - 20% per year.

Questions :

(a) Suggest some ways to the company for generating new product ideas for entering

the toothpaste market.

(b) Suggest alternative positioning bases which the company can use.

(c) Design an appropriate marketing strategy for launching the new product.

June, 2011

Ms- 63 : Product Management

SECTION – A

1.  (a)   Briefly explain the concept of Product. Life Cycle (PLC). Do all products go through the classical belt shaped PLC ? Discuss giving suitable examples.

(b) What, in your view, is the PLC stage in respect of the following products in Indian market ? Based on your answer, suggest appropriate promotion and distribution strategies for them:

(i)  LCD Televisions

(ii)  Broadband services of Internet service provides.

2 (a)  What is a product ? faking the example of a consumer durable- of your choice, explain the anatomy of the product i.e. the core benefits, tangible specifications and augmented features.

(b)  Explain the various interpretations of the term 'new product'. Discuss the different pricing strategies available to a product manager for a new product.

3.  (a) Taking the example of a packaged fruit juice, explain the alternative bases available to the marketers for its positioning.

(b) Briefly explain the functions performed by packaging, Taking a FMCG (like biscuits, breakfast cereals, tomato sauce) of your choice, discuss what changes would you recommend and why in the packaging and labelling of the chosen product.

4.  Write short notes on any three of the following

(a)  Sources of new product ideas

(b)  Sales forecasting methods

(c)  Organising for new product development

(d)  Concurrent engineering

(e)  BCG Matrix

SECTION – B

Read the case given below and answer the questions given at the end of the case

HEARTS ON FIRE : BRANDING OF DIAMONDS

I1ow can a gem company convince customers that its diamonds are a cut above the rest ? Increasingly the answer is branding. People are often very particular about the brands of shampoo or soap they buy but when they shop for a diamond, they probably don't have a specific brand in mind. Although an individual may have done some homework regarding the " Four Cs" of diamond value (Carat weight, colour, clarity and cut), she is unlikely to walk into a jewelry store and ask for a diamond by name - unless she wants a Hearts on Fire. Surat - based diamonds wholesaler Hearts on Fire, has put major marketing power behind its Hearts on Fire brand name diamond. Complete with a logo and marketing plan, The Hearts on Fire diamond is cut and designed to give the extra sparkle that inspired the brand's slogan : "The difference is perfection. It's a difference you can see." The owner of Hearts on Fire, went into the diamond wholesaling business in 1980 but it wasn't until 20 years later that he decided to boost his profit margin by creating a branded diamond backed by a full - fledged marketing campaign.

Questions :

(a)  Why would a customer have an interest in a branded diamond ?

(b)  Evaluate the phrase " Hearts on Fire " as a brand name.

(c)  Suggest a marketing programme to build brand equity for Hearts on Fire diamonds. 

December, 2011

Ms-63  :  Product Management

SECTION  -  A

1.  (a)  Explain the term 'product line', giving suitable examples. Discuss the factors that make companies pursue product line extensions.

(b)  Taking a fast moving consumer good of your choice, discuss the distribution and promotion strategies that you would suggest for the different stages of its product life cycle.

2(a)  Describe the various functions performed by packaging in marketing of consumer goods, giving suitable examples.

(b)  How would you use the technique of Benefit-Structure Analysis to generate new product ideas ? Explain taking the example of a household cleansing agent.

3. (a)  Taking the example of a washing powder or a toilet soap explain how perceptual mapping can be used for product positioning ?

(b) Briefly explain any two types of display matrices used for product portfolio analysis.

Discuss the utility of display matrices for a product manager.

4. Write short notes on  any three  of the following :

(a) Product Management Decisions

(b) Product Prototypes

(c) New product development at corporate level

(d) Penetration and Skimming pricing strategies

(e) Types of new products

SECTION – B

5.   Read the case given below and answer the questions given at the end of the case.

Homemade Icecream Ltd Homemade Icecream Ltd, manufacturer of ice-cream and frozen yoghurt was founded in 1995. It soon became popular with its innovative flavours, made from fresh milk and cream. The company currently distributes ice-cream, frozen yoghurt and novelty products nationwide, in super-markets, grocery stores, franchised Homemade scoop shops, restaurants and other venues. Homemade's product strategy is to

differentiate its super premium brand from other ice-cream brands. The brand image reflects high quality, uniqueness, and a bit of amusement. For example, ' Chubby Hubby ' has Chunks of chocolate-covered peanut-butter-filled crisp biscuits in a rich Vanilla malt ice-cream. Other names in the company's line of ice-cream include Totally Nuts, Chunky Monkey, Super Fudge Chunk. The new product development and flavour naming process are a top priority at Homemade.

Questions  :

(a) Does Homemade use an individual or a family branding strategy ? What are the relative advantages and disadvantages of the two strategies ?

(b) What are the characteristics of a good brand name ? How do you rate Homemade flavour names based on these criteria ?

(c) Homemade plans to introduce a sugar free, low fat ice-cream targetted at calorie-conscious customers. How should it go about test marketing the same ? Suggest a suitable brand name for the new product. 

December 2012

Ms-63 : Product Management

SECTION-A

1.  (a)  Discuss the various pricing methods available to marketers to price the products giving suitable examples.

(b)  What Pricing strategy would you recommend to introduce a range of fruit juices in the market for a firm having twin objectives of creating mass awareness and sales ? Discuss.

2.  (a)  What are the dimensions of Brand Image ? What are the inputs, outcome and Assessment Criterion of Brand Building exercise ? Explain.

(b)  What are the various tools available for positioning decision-making ? Taking the example of any  FMCG  product of your choice, explain how perceptual map can be used for positioning the product.

3.  (a)  As a part of Economic Analysis of New Product ideas/concept what methods are used to forecast sales. Discuss.

(b)  What is the purpose of doing Break-even Analysis in economic analysis and how it is

calculated ? Discuss in brief.

4.  Write short notes on any three of the following :

(a)  Various Product Management Decisions.

(b)  Marketing implications and strategies of PLC stages.

(c)  I mportance of Packaging in Marketing.

(d)  Organisation structures suggested for New Product Development

(e)  Industrial  Designing in Product Development.

SECTION-B

5. Read the case study and answer the questions given at the end of the case.

Position Application A new product development team at Colgate-Palmolive is developing a new fairness cream for men. The team conducted the market research and found that Indian prefer flavoured cream with a lighter menthol in it to give a soothing effect. The Colgate-Palmolive team, as a result, began developing a product for this niche.

The new product has to compete with the established players in the market. As a positioning manager responsible for the success of this product, decide upon the positioning strategies and answer the following questions :

(a)  Suggest an appropriate positioning strategy for the fairness cream to be introduced.

(b)  What appropriate Brand Name would you suggest and why ?

(c)  How do you feel that the three concepts of: Positioning, product differentiation and

Market Segmentation have to be related to each other ? Explain. 

June, 2013

Ms-63 : Product Management

SECTION-A

1. Distinguish between the following giving suitable examples :

(a) Convenience and shopping products

(b) Product Line and Product Mix

(c) Tangible specifications and Augmented features of a product

(d) Skimming Pricing and Penetration Pricing

2. (a) How would marketing strategies vary across different stages of Product Life Cycle ?

Explain giving suitable examples.

(b) "Though so many managers have been swept into product-line extension mania, many of them are also discovering that the problems and risks associated with extension proliferation are formidable". Discuss the statement.

3. (a) What is the rationale for test marketing ? Discuss the situations where you think test marketing is not desirable.

(b) Discuss the relative advantages and disadvantages of setting responsibility of developing new products at the corporate level.

4. Write short notes on any three of the following :

(a) BCG Matrix

(b) Concurrent Engineering

(c) Concept Testing

(d) Brand Equity Measurements

(e) Market Potential and Market Demand

SECTION-B

5. A company manufacturing biscuits now plans to launch a new range of biscuits targetted at health and calorie conscious customers as well as diabetics. The company intends to produce these biscuits with multigrains and lower sugar as well as calorie content. It is planned to offer the biscuits in different flavours like apple, orange, vanila etc. to cater to the different tastes of the customers. The company now has to decide upon the different aspects of the new launch like the ingredients, flavours, branding, packaging and labelling of the product.

Questions :

(a) Suggest some methods for generating ideas regarding the product attributes of the proposed range of biscuits.

(b) Identify the characteristics of a good brand name and suggest a suitable brand name for the new offerings.

(c) Suggest an appropriate positioning strategy.

(d) Discuss the significance of packaging and labelling decisions in the marketing of these new products.

December, 2009

Ms-62 : Sales Management

SECTION – A

1(a) Explain the interdependence of sales and distribution management in an FMCG company.

(b) Explain the various steps involved in personal selling process taking the example of diesel generating sets for industrial applications.

2(a) Explain the importance of non – verbal communication in selling process.

(b) Discuss the most commonly used methods of imparting training to the sales force in an organisation.

3. (a) What are the major objectives of territory planning ? Briefly explain the various approaches to territory design.

(b) Discuss the various types of compensation plans for the sales force. What are the factors influencing the design of compensation schemes ?

4. Write short notes on any three of the following :

(a) Application of computers in sales management.

(b) Types of sales organisation structures.

(c) Recruitment sources.

(d) Types of Retail Displays.

(e) Sales management Audit.

SECTION – B

5. Read the case given below and answer the questions given at the end.

Western Oil India, is a regional producer of oil products located in Gujarat state selling gasoline, fuel oil and related products under the Swift brand. Total sales during 2007-2008 were in excess of Rs.100 crores. The company's sales organization comprises of full-line sales personnel who sold in two states of western India. The full-line sales people sold to oil wholesalers, distributors, commercial users and domestic fuel oil consumers. The sales force was responsible for developing all new accounts. The sales personnel were evaluated according to a single criterion, sales volume. District sales managers determined each salesperson's volume from the weekly sales reports. Each report showed the previous week's sales, both in amount and percentage of total purchases by name of account. The district managers summarized the sales reports into monthly and annual summary sales reports. The amount and percentage of gain or loss was shown on both the monthly and annual reports. In addition, each salesperson's sales volume performance was compared with that of other sales personnel in the district and region. Finally, each salesperson's sales volume was compared with his output the previous year and the trend of this sales volume was shown over the past several years. Mr. Kumar, had recently been promoted from manager to vice-president of sales. When he was a manager, he had believed that the method of evaluating sales performance based

solely on sales volume was an inaccurate appraisal of a person's effectiveness. He felt it

was especially unfair to the salespeople who spent a portion of their time assisting dealers with problems such as special promotions, inventory control, merchandising and administration activities that had no direct effect on sales. He also believed that evaluation based on sales volume alone ignored some fairly wide differences in the sales potential of individual territories. As a result of the deficiencies he saw, Mr. Kumar suggested that the present method of personnel evaluation should be supplemented by a merit-rating plan. This plan would incorporate such factors as work habits; effectiveness in merchandising work, cooperation with management, dealers and other sales personnel

and difference in territory potential. The managers would rate the salespeople semiannually, then Mr. Kumar would review the ratings. The numerical scores assigned to each performance factor (which had not yet been determined) would be totaled to yield a merits score for each salesperson. Finally, managers would discuss this appraisal with each salesperson, counselling on strengths and weaknesses and making suggestions for improvement. And before  the plan was put into operation, each manager would explain the new evaluation method to the salespeople in the district. Reaction to Mr. Kumar's proposal was mixed and was strongly opposed to the idea and opined that the new method of evaluation was too complex in nature and also time consuming for the manager. It was also felt that the sales personnel would be unhappy with an evaluation system that was based on so many subjective factors. The argument that salespeople would feel that ratings were based on personal favouritism and other non-objective factors over which they had on control.

Questions

(a) Is the Western Oil company's present method for evaluating sales personnel performance adequate and fair ? Explain.

(b) How can Mr. Kumar answer other manager's objections. Substantiate.

June, 2010

Ms-62 : Sales Management

SECTION – A

1(a) Explain the key decision areas in the sales management which are particularly relevant to strategy formulation.

(b) Explain the importance of oral and non - verbal communication in an attempt to convert a suspect into a prospect.

2(a) What is the advise to firms which generally adopt a policy of hiring only experienced salespersons and preferably who have had experience of selling allied and competitive products ? List out the merits and demerits of such an approach.

(b) What are the basic components of a compensation package ? Explain briefly the factors influencing the design of compensation schemes.

3. (a) Critically evaluate the significance of monitoring and controlling the firms sales force in the light of the enterprise's sales objectives.

(b) What is sales organisation ? Describe the process of designing a sales organisation.

4. Write short notes on any three of the following :

(a) Situations conducive for personal selling

(b) Steps in negotiation

(c) Components of Sales reports

(d) Improving Territory Productivity

(e) Meaning and Importance of Sales Quota.

SECTION – B

5. Read the case given below and answer the questions given at the end.

You are the Sales Manager for a Western India Company, and you just received a memo from the company President indicating that the firm will soon be switching all sales and marketing activities through the use of personal computers/Lap Tops. Although the sales people have been doing a good job manually for years, you feel that the majority will welcome this new shift. However, you do have a few veteran sales people who may resist changing over to the computer based system and wish not to upset or alienate these individuals. They are extremely important to your sales force and often act as "mentors" to the newer sales people in the company.

Questions :

(a) As a sales manager, what steps you would consider to handle this situation while keeping sales force morale high ?

(b) Discuss how computerisation in sales function can be used as a distinct competitive advantage.