(a) "Marketing begins before the production of goods and

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1 Printed Pages-4 MBAO16 (Following Paper ID and Roll No. to be filled in youransw". Bool M.B.A. (sem. I) THEYEXAMINATTON 201 1_1 2 MARKETING MANAGEMENT Time : 3 Hours Total Marks : 100 l. Note :- AII questions are compulsory. PART_I Attempt any four parts of the following : (5x4=20) (a) "Marketing begins before the production of goods and continues even after the sale has been made.,, Elaborate. (b) Differentiate between consumer market and industriar market. (c) (d) What is Marketing Myopia? What do you understand by the term ',societal Marketing,,? Explain. (e) What are the requisites of a good package? Mention briefly the ffpes of package. (0 What is brand equity? How can it be measured? MBA0t6iKIH [Turn Over

2 PART-II 2. Case Study : (I0x3=30) Caterpillar Tractor Company (CTC) is a large manufacturing finn headquafiered in Illinois, USA. Its familiar,cat,logo anj yeilow paint are known throughout the world. Indeed in its business, crc has an estimated 37yo of wortd market. Its closest rival Japan's Komatsu has an estimated 15%. Amurtinational company crc has manufacturing and dearer representatives throughout the world. The products, which the firrn designs, manufactures and markets, can be classified into two basic segments : (1) Earth moving, construction and materials handring equipment - tack type tractors, bulldozers, rippers, track a,d wheel type Ioaders, pipe Iayers, wheel dozens. compactors, wheel scrapers off highway trucks and tractors, motor graders, hydraulic excavators, long skidders, lift trucks and related parts and equipment. (2) Engines - for each moving an.i construction machines on highways trucks, marine, petroleum, agricultural, industrial and electric powergeneration systems. Engines either, diesel or natural gas, have power ranges from g5 to i600 horsepower or in generator set versions from 55 to 1200 kilowatts. Turbines range from 10 to 7,000.kilowatts. CTC's market success is based to a great extent on its four_ point product strategy. First, advanced technologr is incolporated into machines so that users derive optimal productivitl, and efficiency. To maintain the flow of product application, the organisation commits hu,dreds of miilions of do,ars each year to research and development. A second product guideline is MBAo16/K[I_264r3

3 quality. within the last ten years several billion dollars have been spent on plant and equipment to ensure reliability in the hostile environments the machines endure. The third aspect of product strategy is to offer a full line of products. This implies machines capable of performing on job sites as small as a residential plot or as large as the Alaskan product line which offers over 100 different machines within nearly infinite option/modifications. The foufth and final principle ofthe product strategy is to design and build only machines that can be produced on an assembly iine, totake advantage ofmanufacturing expertise and efficiency of Caterpillar plant and to provide significant economies of scale' Questions : (1) How important is new product development to Caterpillar? (2) What sources of new product ideas might a company like Caterpillar use? (3)EvaluateeachofthefourpointsofCTC,sproductstrategy. PART-III (12.5x4=50) 3.(a)Explainthemajormarketingclrallengesfacinglndian businessandindustryinthecontextoftheliberaleconomic policy persuaded by the government and suggest measures how to tackle them. (b) Define marketing research and discuss its scope' In what ways, if any, is it different from market research? Briefly explain the marketing research process' MBAo16/KIH [Turn Over

4 2. Case Study : PART*II (10x3=39; Caterpillar Tractor Company (CTC) is a large manufacturing fi,n headquafiered in IIIinois, USA. Its familiar,cm,l;;;u,_,; yellow paint are known throughout the world. Indeed in its busirress, CTC has an estimated 37yo of world market. Itr.l;r";; rival Japan's Komatsu has an estimated r5%. Amultinational company crc has manufacturing and dearer representatives throughout the world. 'l.he products, which the finn designs, manufactures and markets, can be classified into two basic segments : (1) Earth moving, construction and materials handling equipment - tack type tractors, bulldozers, rippers, track and wheel type loaders, pipe layers, wheel dozens, compactors, wheel scrapers off highway trucks and tractors, motor graders, hydraulic excavators, long skidders, lift trucks and related parts and equipment. (2) Engines - for each moving an,-l construction machines on higirways trucks, marine, petroreum, agricurtural, industriar and electric powergeneration systems. Engines either, diesel or natural gas, have power ranges from g5 to I 600 lrorsepower or in generator set versions from 55 b 12A0 kilowatts. Turbines range from 10 to 7,000 kilorvatts. CTC's market success is based to a great extent on its four_ point product strategy. First, advanced technology is incorporated into machines so that users derive optimal productivity and efficiency. To maintain the flow of product application, the organisation commits hu,dreds of mi[ions of dorars each year to research and development. A second product guideline is MBA016/KlI_26413

5 quality. Within the last ten years several billion dollars have been spent on plant and equipment to ensure reliability in the hostile environments the machines endure. The third aspect of product strategy is to offer a full line of products. This implies machines capable of performing on job sites as small as a residential plot or as large as the Alaskan product line which offers over 100 different machines within nearly infinite option/modifications. The foufth and finalprinciple ofthe product strategy is to design and build only rnachines that can be produced on an assembly line, to take advantage of manufacturing expertise and efficiency of Caterpillar plant and to provide significant economies of scale- Questions : (i) How important is new product development to Caterpillar? (2) What sources of new product ideas might a company like Caterpillar use? (3) Evaluate each of the four points of CTC's product strategy. PART-III (12.5x4:50) 3. (a) Explain the major marketing challenges facing Indian business and industry in the context of the liberal economic policy persuaded by the govemment and suggest measures how to tackle them. (b) Define marketing research and discuss its scope. In what ways, if any, is it different from market research? Briefly explain the marketing research process' MBA0l6/Km [Turn Over

6 4' (a) Discuss the importance of market segmentation process and designingthe marketing strategy for a product. Suggest with reasons a suitable criterion for segmenting the market for an Insurance company. (b) "Marketing research is a dlnamic subject". comment. why is it necessary for the researcher to possess a scientific spirit? 5. (a) Explain the concept of product life cycle. What strategy would you suggest for a product in its declining stage? (b) Define sales promotion. what are its functions and methods? Is sales promotion more effective than advertising? Why or why not? 6. (a) "cost is an important factor in price determination but cost alone is not sufficient for determining the price.,,discuss. (b) what is a distribution channer? what are its functions? How are distribution channels evaluated? MBAol6/KIH

MBA I Year Examination. MP-106 : Marketing Management. Time: 3 Hours Max. Marks: 80

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