65562

May 2O12 fV SemesterM.B.A.Examination' (2007 Scheme) BusinessAdministration Elec!ive- MM4- Productand Brand Management Time:3 Hours
ECTION_A six marks. carries Answer all questions. Eachquestion line? theproduct andreducing 1. Whatarethereasons forexpanding lollower ? 2. Whatarethe marketing ol a market strategies ? of market segmentation 3. Whatarethebasis 4. Whatis brand ? Giveexamples, repositioning 5. Whatisproduct Hanking ? SECTION-B ten marks. carries Answer any three questions. Eachquestion (10x3=30)
(15x6=30)

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M a xM . arks:75

fromIndian withsuitable examples failures 6. Explain the reasons for newproduct market. the product overthe lifecycle. 7. Discuss strategy products. of premium 8. Explain thedifferentiation strategies product in lndia. managers 9. Discuss thechallenges be{orethe

10. Shouldbrandcommunicationstrategiesbedifferentfordifferentcategoriesofbrand Discuss.

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plan and prepare marketing a detailed of the company, As a productmanager (o8=nigqi?} rla eehrsc noitesup rlcoS.enoileeup lls rgwanA .e>hsm your views.
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e\ ' fdb8$irf Ufi pnnnas 6llt66l&f,ffiiT ser initsstrategib company The carmarker. smal by10percent. toenhance itsmarket share A- 140trc3e

SIOSysM ,noltegE$lTlNAd.Mrelaeme? Vl (smerlc? T00S) (ix15=15) (compulsory) : nolteilslnlmbA aaeniau8 InernspsnsM bner8 bns t3uborq - $MM- svilcsl:l is thecompany Presently, of carsin India. andmarketer Altic,is a manufacturer

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65563
May 2012 IV Semester M.B.A.Examination, (2005and 2007Scheme) MBA
M M :Et.V : Business MarketingManagement Time:3 Hours SECTION-A Answer all questions. six marks. Eachquestion carries Market. 1. Explain theunique of Business characteristics practices customer. 2. Explain theprocurement asa business ol Government andrating ? 3. What arethemethods forvendor evaluation used Business Product. in positioning 4. Explain theutility of 'Product Space'map inbusiness marketing. theimportance 5. Explain selling of personal SECTION_B question tenmarks. Answer anythreequestions. carries Each (3x10=30) (5x6=30) 75 Marks: Max.

ofa theconstitution Buying ? Explain 6. What arethemultiple influences onBusiness Buying Centre. products ? With products 7. How,business fromconsumer lifecycleis different product. example, explain thePLC of business products thanconsumer are moredirect 8. Why,business channels distribution products marketing. intermediaries inbusiness ? Explain thevarious forms ofchannel youarea Business formarketing AC,Motors. 9. Assume Executive that, Marketing youusetotarget foryour thecustomer Discuss themarket scheme segmentation
Droduct.

Marketing. technology inBusiness 10. Discuss thesignificance androle ofinformation

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65563

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SECTION_C

11. CaseAnalysis(Gompulsory): To reach small to medium-sized IBMusesa numberof businesses, different sales channels. Forexample, whenspecialized software applications weredeveloped for its AS/400computer, the community the lirm targeted bankingmarket.ln launching the campaign, IBM'sdirectmarketing department sentout brochures (which contained to a carefully developed listof prospective an800number) banking customers. A call by a prospect to that800 number wentto IMB'sCallCenter, wherethe sales lead was screened and qualified. leadswere then Qualified transmitted partners to business (channel members) whothen closedthe sale. Oncethe salewas made,IBMthen shipped the product to the customer site. partners Business thenprovided on-site installation andsupport. Question: Describe thebenefits strategy the of thismarket coverage to lBM.Next,consider potential risksof thisstrategy to IBMandthe stepsthe firmmighttaketo ensure thatthe strategy works.

15

65564
lV SemesterM.B.A. Examination,May 2O12 (2005 and 2007 Scheme) Elective- Vl : MM ServicesMarketing Time : 3 Hours SECTION-A Answer all questions. Eachquestion six marks. carries 1. State thereasons forservices GAPs. 2. Distinguish between marketing. internal andinteractive print 3. Define, service blue andlistoutitsdeterminants. 4. Highlightthe significance evidence. of physical 5. ls onlinebanking need oftheday? Justify. SECTION_B question Answer anythreequestions. tenmarks. Each carries

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75 Max. Marks.:

(6x5=30)

(3x10=30)

6, Describe marketing. therole communication inservices ofinformation and systems 7. Discuss thekeyelements design andthecauses andconsequences ofa service of service failures. quality quality B. Define, service considerations the following under and explain situations. a) Anautomobile service station b) Anairline booking office c) A B-school d) A physical fitness centre. 9. Discuss theprocess for newservices the of consumers andexplain adaptation factors thatmould consumers expectations. 10. Explain the characteristic andthe challenges of services and'opportunities associated with them formarketing.
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65564

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given questions below: 11. Read thefollowing caseandanswerthe figures levels evenas thetourism highoccupancy Thecityhotels arewitnessing month. the scheduled during events internaiional takea 6ipworldwide. Thanks-to have' year as maioreventcentres the to continue throughout Thetrendis expected queries foran booking haveevenreceived Somehotels beenbooked in advance. eventto be heldin the citynextyear. ol ofthe All lndiaCongress by participants arebooked Nearly allthe majorhotels have forthis.everit Bookings (AICOG) conference. anddynaecology Obstetrics for an bookings morilthan a y6aragoand we evenhavereceived commenced in2010. event scheduled than7,00obookings. brought more hasitself Theongoing 52ndAlcoG conference forthe willbe arriving Evenasthe event on 15Jan.2009,morepeople concludes conference and an international festival literary India Alsointernational Stonemart. tendto stayfor some to theseevents Visitors thismonth. oncancer arescheduled places. and nearby of the city beauty timebeyond the eventto enjoythe scenic 'Event providing a helping has been Tourism' fhis Thisbobsts tourism industry. impact. from recession handto thetourism indusiry ailing of the number had reduced in globaleconomy The fearsof war and turbulence bookings.in advance we havebeenreceiving tourists butfor theseconferences, for hiring. taxis available present, hardly any thereare largenumbers. At 'tourism for such destination beena preferred Jaipurdueto its valuehasalways look impetus as theeventorganizers However, thetrendhasalsogained evdnts. for an economical for Delhi. substitute However, dueto destinations. werefavourite Formostmajorevents, metrocities places. Jaipur,with its for cheaper are looking economic sl6w down,sponsors to appeared charges proximityto andeconomical Delhi infrastructure, developed bethebestoption. the organizers the cityto attract thathashelped It'sthe infrastructure advantage fromDelhi. diverting havevenues Jaipur andhotels, destinations havetourist Wheremanyothercities (BSTC) Technology Centre and likeJawahai KalaKendra andB. M. BirlaScience andfairs. whichcanhostlargeconferences '10 at lhe BSTCthis. scheduled already Therearealmost major events Questions: of global tourismduringsituation to promote 1) Design the tourismstrategies meltdown. promolion mixto promote the suitable 2) Analysis the abovecaseandsuggest

tourism.

65565
May 2012 fV SemesterM.B.A.Examination, (2005and 2007 Scheme) Business Administration Elective- Vll : MarketingManagement lnternationalMarketing : 3 Hours Time SECTION_A question carries 6 marks. Answerall thequestions. Each thevarious barriers. 1. Explain types of trade independence. trade since 2. Discuss thetrends in India's foreign marketing ? international 3. What arethefactors affecting ofanMNC firm. theinternational mixstrategy 4. Discuss marketing policies of lndia. briefly theEXIM of Government 5. Describe SECTION_B questions. question 10 marks. carries Answer anythree Each theproduct oftrade. 6. Explain lifecycle theory

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Max. Marks: 75

(5x6=30)

(3x10=30)

oninternational marketing. 7. Explain theimpact environment ofsocio-cultural followed byMNC's. theinternational entry strategy 8. Describe market procedures followed firms. byMNC theexport 9. Discuss documentation trade. inworld theimportance Union 10. Explain of European SECTION-C (Compulsory) 11.Case study:
(1x15=15)

is largest retail chains, oneof Mexico's Commercial Mexicana S.A.(Comerci), aggressive into theMexican entry faced with Wal-Mart's a serious Since dilemma. difficult to remain competitive. retail market, it increasingly Comerci hasfound presence NAFTA's lifting oftariffs since andlowprices strong operating . Wal-Mart's putpressure must if itcanimprove decide have andnowmanagement onComerci, position independent with either orbymerging Comerci's competitive byremaining pressure-on thisintense competitive a local orforeign retailer. What hascaused ? Comerci, andwhat is likely to beitsfuture
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65565

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libe.ralization trade theincreasing greatly from hasbenetited retail sector Mexico's Mexico ofprotectionism, joined decades Atter pushing. hasoeen thegovernment withMexico's In 1990' to newmaikets' itsedonomy open in 1986to hetp GATT theUnited negotiations.with freetrade additionil ancl *onor' on ine upswidg metwith Walton' Sam of Wal-Mart' price'tnefounder taXing CanaOi SiJt". in a res.ulted Theirmeeting retail store. "itO p[!io""i"r Cirti, vrJ*i.o'. ieading i-nJ of a subsidiary Clubs, lirstSam's of lr4lxico's o[Jning 6OldO r"i"i"".ture in'the theopening after ofmonths rooka coupte it onty w;i-i4;di; i ggr in rr,rexico-city. for Sam's -'it *asbreaking theU.S.records all'of succeis store's to proueine all newstores'-and.by-19.9i' to incorporite evolved Club.Thejointventure it In2000' inCifra' interest controllino lo have shares pur"hased enough Wit-Uart symbolto andtheticker to w"i:tilil;;M;ri.o, s.n.deC.V., rhename changed WALMEX. Priorto1990,Wa|-MarthadnevermademovestoenterMexicoorany management growing inMexico, started Wal-Mart Once States. fn" United oti,"rin"n expanded Theiompany.has in 1995. Division fnteinationaf theWal-Mart created lt andacquisitions' new'store^construclion through countries to nine internationally Puerto Mexico' grazil, Korea' Germany' China., Cariada, inArgentina, States theUnited inCanada, operations "d* Vrial-Mart's "p"t"t"" XingOot. nid", !"Oln" Unit"-O Woolco oJ122 theacquisition in 1994.with oegan p"rtn"r,irir.rArrn, ;;;M;il; suppliers' wiih Canadian partnerships andnaisttong storeJ lt nowhast SO stores. to international is looking Wal-Mart in the unitedStates, stalling with growth by sales increased division theinternational 2002, lniiscaf io.growt'n percent to - andoperating 31.1 profit increased "*p"1-iion billion iijis p"""ni -"to $gs.4 its' ol prof ofsalesand11 percent for t 7 perceni accounts fion.Thedivision Si .+6if willgrow States growtn odsideol theUnited betieveWal-Martls forecasters Some success wal-Mart',s future. for the foreseeable ov in a"Liige of 26 percent like incountries Mexico successful Although country. nasvari6OOy irit"in"tion"fii in itself it hasyetto prove larg;stretailer, lliO Ci"ioi,'*here it has6ecomqthe adapting pastmistakes, andit isnow it islearningtromits andArgentina. Germany country' each in lormed partnerships from andleariing to bdalcultures Oe"tter mucn

ADVANTAGE COMPETITIVE WAL.MARTS MuchofWa|-Mart,sintranationa|successcomesfromthetestedpract 'Every Day fortheslogan is known it .r.""ri on.wal-Mart bases u.A.Division DayLowcosts"to inspire ot "Every internaily tt nasexpanoeolnat Lowprices,,. Because costs. tolower hard work wisely-and money compiny tospend emptoyees withsuppliers cannegotiate Wal'Mart purc'trases, votfmJ'ot oiiii rhl"t siz6anO closelv-witlt-Yt9]i.:lt^?1',Y?lt"tv workq lt also leveis. t,o Orp pti."t to agreeable purcnases when suppliers thatinforms system information i"u"fiiriingin advinced Suppliers merchandise. more beordering Wif fyf tiritl when and made have been "tt canthenp|anproductionrunsmoreaccurate|y,thusreducingproduct consumer' andeventuallythe ontoWal'Mart *ni.n "t"p"tsed

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lt builds expenses' thatreduces system distribution alsohasa unique Wal-Mart of merchandise themajority thatreceive locations in central warehouses super stores, to thevarious themerchandise transports lt then stores. inWal-Mart soid helps center distribution Thecentral or a partner. fleet itscompany-owned using purchasing ol thelarge because itsSuppliers prices w1h lower negotiaie Wal--Mart volumes. ln 2001 forwal-Mart. , it passed success in great resulted have strategies These with intheworld, company thelargest become Eleciric andExxonMobilto General with1.3million private-sector workforce, lt hasthelargest million. sales of$217.8 thesecond-most uses Andit even theworld. throughout people facilities in3,300 - behind to runitslogistics. thePentagon's powerful intheworld computer MEXICO WAL-MARTIN (discount Bodegas clubs, sam's including units, 573 wd-Mart operates lnMexico, (apparel (grocery suburbias stores), superamas Supercenters, wal-Mart stores), withits difficulties some encountered Wal-Mart andVIPSrestaurants. stores!, it Oneofthebiggestchallenges passage ofNAFTA. priortothe inMexico opening preventing thus initsstores, sold ofthegoods onmany charges lias import faced of local Unsure DayLowPrices'. irom beinglOteto offerits "Every Wal-Mart tackle' fishing likeiceskates, withthings itsshelves Wal-Mart sltocked demand, thaninforming Rather - attunpoputar in Mexico. items lawnmowers andriding discounted heavily local managers items, those need wouldn't that they headquarters products when the reorder system inventory theautomatic to have only theitems problems dueto poor logistics alsoencountered sold.Wal-Mart thefirstbatc-h problem wasthe culture Yetanother trucks. of delivery andihe scarcity roads Some managers' Mexican local andlhe executives theArkansas between clashes oftheNorth buttheemergence bytrailanderror, problems weresolved of these Among most oltheproblems. solve helped in1994 Trade Agreement Free American from goodssoldto Mexico tariffson American reduceo NAFTA otherthings, to of a threat wasnotmuch Wal-Mart to NAFTA, Prior to 3 percent. 10perceni Butonce topretailers. Mexico's andSoriana, Cigante, likedomerci, companies playing level wasona fellandWal-Mart ihebarriers wassigned, theagreement - allit needed one' number to become itscompetitors lield with thushelping infrastructure, itstransportation toimprove Mexico encouraged NAFTA the alsoopened of NAFTA Thesigning problems. logistical wal-Mart's to solve import huge waspaying Wal-Mart in Mexico. to foreign-investment wider ' gates companies Asia. Foreign Europe and like areas lrom toVtexico snipp& iees ongooCs low keepcosts theycould plants in Mexico, thlt fttheybuiltmanufacturing knew the United freetradezone Mexico, laborbutshipto NAFTA',s withMexican plants in Mexico' manulacturing to build began Ascompanies canada. states,.or

65565

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Anexample tariffs' paying thehighimport produ6ts without buythese could Wal-Mart wega.sam'sclubsin Mexico line, television flat-screen is sony,s of thistactic shipping tariffplushuge import witha 23 percent wegaws tromJapan imported Club'ln 1999'Sonybuilta salespriceat Sam's in a $ 1,60b coits,resuftiig theW^egas to purchase C|ub Sam's thusa||owing in Mexico, '"nut".tu'ing-p|ant clubs sam's fees' shipping lower yields much thistacticalso import'tariffs; without - witha sales price ofonly $ 600' to customer passed onthesavings not helped infrastructure, andimproved tariffs likelower of NAFTA, Thebenefits the Butwal'Martused likecomerci. but alsoits competitors, onlywal-Mart pocketing thedifferences Ratherthan else. anyone betterthan of]\AFTA advantages oneof its it closed In 1999, itsprices. reduced Wal-Mart thebwir hriffsmade, and Comerci by14percent' items upto 6,000 lor a dayto discount Supercenters but on theirownprices, tacticsby lowering Wal-Mart's havecombated others manyitems,theycan,tgetthepricesas|ow.Wa|.Mart'snegotiatingpowerw of Mexico's most Also, deal. trai it cangetthebetter enougn iuppfi"r.is'large onsale items certain to putting wereused They di-fferently. i"t"it"r, priced-goods ,,high all thanlowering andlow" rather is t<nown a straregy or deepdiscount, but wal-Mart's, to match structure to iolust theirpricing prices. Theyaretrying Competitors of Wal-Mart. costcutting continued witht-he ineyarestiilfrustrated Federal are so angrythattheyhavegoneto Mexico's suppliers andcertain CompetitionCommissionwithcompIaintsofunfairpricingpractices. Unab|etocompetewithWal-Martusingitscuffentstrategy,ComerciJa andWal-Mart's fell3.3percent stores in new sales Comerci's tnZOb1, extinction. roseby5.Tpercent.Wa|.Martisthelargestretai|erinMexicoandownsa canlook Comerci seclor' supermarket in Mexico's share oi themarket S0percent and or it cangoto suppliers Carrefour' likeFrance's buyers, loreign lor possible a maygiveComerci prices' Thegovernment ot getlower att-empt another mai<e it, pricing, butas oneanalyst.put aggressive w-at-nnart's it it rulesagainst nreat< its ,,wedo not believe of exercising wal'Mart the cFc willendup penalizing place, inthemarket available deals to getthebest power inanattempt purchasing are savings] when especially world, [these. in-the retailer isthl'goalof every which itscustomers to 1ose maycontinue Comerci p;ssedonto consumers". ultimately something' change if itdoesn't toWd-Mart Questions: ? inMexico s success wal-Mart affected, ofNAFTA hastheimplementation 1) How 2)HowmuchofWa|.Mart'ssuccessisduetoNAFTA,andhowmuchisdu U.S. anyother cou|d ? |notherwords, strategy inherentcompetitive Wa|-Mart's a special post-NAFTA, orisWal-Mart in Mexico success thesame have retailer

given the competitive do, shourd s.A^ Mexicana q ffi:,i" you commerciar think
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65582
lV Semester M.B.A.Examination, May 2012 (2005and 2007Scheme) Business Administration Entrepreneurship
Time:3 Hours SECTION-A

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Answer question all questions. Each six marks : carries (5x6=30) 1. Outline thecomponents project ofa good report. 2. Do youthinkthatfamily business havehindered development of professional management inIndia your ? Substantiate answer. 3. Analyse thecauses ofentrepreneurial inthelTsector. boom 4. Define achievement motivation. How isthat insome societies level ofachievemenr is high while insome others it is low? 5. Outline thepromotional andincentive measures undertaken bythegovernments to promote entrepreneurship.
SECTION-B Answer any threequestions. Eachquestion ten marks carries : (3x10=30)

6. Discuss theinstitutional ventures in India. support fornew 7. Can microfinance pads andSHG's forentrepreneurs belaunching ? Discuss. 8. Explain thefollowing : a) Ancillary industry b) Contract manufacturing c) Franchising d) Call centers. 9. Anentrepreneur islooking forreed Theproposed capital. business horizon earnings . is 1 20 million 8 years later. Projected PEis 12.Relevant discount rateis 60%. Thereedcapital sought is 13 million. Whatis percent of equity capital to be to theprovider allotted of reed ? capital 10. Discuss problems therecent faced Microfinance bySKS inAndhrapradesh.
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65582

. SECTION_C

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1 1 .C a s e s t u d y : 15 ln thepast, peopre most whowanted to gettheir foreign sports cars fixed hadto turn tothedealerfrom which purchased they had thecai.Iniecentyears, however, autorepair shops thatspecialize in foreign sports carshave popular beiome in some areas ofthecountry. whenJack schultz started hiscompany tenyears ago, he wasluckyif he hadtwocarsa dayto workon.rooay,-t'acr nar ts p"op," working forhim, andheusually hasa backlog of about tiveoays, work. someof thisworkis repairs caused by autoaccidenti; a lotof it is a iesult of improper maintenance bytheowners. Jack is64years oldand feels hewillwork forabout years sixmore before retiring. Thebusiness isveryprofitable, andJack andhiswife oonoineeo io woiry aoout retirement income. They have saved more than enough. However, Jack isconcemed about what to dowith thebusiness. Hehastwochildren whowork withhim, Bob (31years old)andrim (29years old). Jackhasnotasked either of themif they would want totake over theoperation. Heassumes they will. Healsohasa nephew, Richard (35years old), working forhim. Allthree these of relatives have been witn Jack fornine years. Jack believes that anyoneofthethree could successfully head theventure. Buthe is concerned about in{ighting should hefavor oneover theothers. on theother hand, ifheturns thebusiness overto allthree ofthem collectively, willthey neaote to getalong withoneanother ? Jackhasno reason to believe thethreb cannot work things outamicably, bulheis unsure. Jack hasdecided hecannot waitmuch longer to groom anheir. Themajor stumbling blockis identifying who thatperson willbe-. Additionally, Jack really do", noir,no* anything picking about a successor. Whatcharacteristics should theindividual possess ? whattypes ofiraining person shourd the begiven ? whatother steps should befollowed ? Jack feels heneeds to answer questions the-se assoon as possible. .,out "l know how toplan business operations," hetoldhiswifelast weet<, l.don't know h-ow to goabout pranning forthesuccession ofbusiness opeiations. It'sa whole different idea. I need some help onthisone". Questions: 1) ldentify andbriefly describe fourcharacteristics youwould expect to findin a successful manager ofthistype ofventure. 2) what stepsdoesJackneedto followto successfully identify andgrooma successor ? Becomplete your in answer. 3) lf youwere going to advise Jack, yourecommend what would hedolirst? How should hegetstarted with hissuccession ptan t wnatsnould hedonext ? offer himsome general guidance onhowto handle thisproblem.