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immediately CLASS TEST 2 Post Graduate Diploma in Management (Batch:2010-12) Term IV

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Subject : Marketing Planning & Strategy Time : 45 Minutes Attempt all questions. A. Fill in the blanks (Max. Marks 10) 1. Marketing strategy message is poorly executed when have their own language, agenda and process; they do not communicate well with each other. 2. You are contemplating purchasing a new Honda City. You have identical price quotes from two dealers, Ace Honda and Ring Road Honda. The first dealer is close by, the other is across town. The first dealer has a reputation for great customer service; the other has no such reputation. The first dealer has a clean, comfortable establishment, while the second one is cramped, cluttered and dirty. There are not any differences in the product or the price, but the ... 3. When companies become really large, they are best thought of as being composed of a number of businesses, called 4. In selecting a .., the firm determines who it will serve, what needs those target customers have that it will satisfy and how those needs will be satisfied. 5. Continuous efforts to .costs relative to , is necessary in order to successfully achieve cost leadership strategy. 6. . means Narrow focus, or Missing the big picture. It is a blindness about who the .., what makes them tick and what they are deeply feeling, etc. 7. Makers of counterfeit goods may attempt to replicate .. features of the firms products and thus dilute the efforts of the firm pursuing ..strategy. 8. Miles and Snow developed a comprehensive framework that addresses the alternative ways in which organisations define and approach their .domains and construct .. to achieve competitive advantage. 9. Analysers type organisations are . Some opportunities arise as a result of their incremental approach to exploiting their position with current product lines and existing markets. Others arise when Analysers observe activities of .. 10. .. is that part of the total population who has interest in acquiring the product. Max. Marks: 40

Contd. ..p2..

..p2.. B. Match the sentences in Part A with the sentences in Part B below (Max. Marks 10) Part A 1. The Seven Domains of Attractive Opportunities is a framework to aid the assessment of opportunity which 2. Companies are dedicated to being sustainable organisations through building long-term shareholder value while being a responsible corporate citizen. It 3. With coffee prices at an all-time high, HUL believes brand visibility could allow the company a better pricing for Bru coffee. That is why HUL 4. Profitability 5. Market sales potential is not a fixed amount. It is a function of number of factors, some of which 6.Extended Marketing Mix (3 Ps) 7. The Chain Ratio Method involves multiplying a base number by several adjusting factors that 8. In the introduction stage, the firm 9. At maturity stage in product life cycle, the primary objective 10. Sales Volume Part B 1. are controllable and others not controllable by the organisations. 2. are believed to influence market sales potential.

3. is determined as product of no. of trials and average purchase amount and price plus product of no. of repeaters and average purchase amount and price. 4. pursues selective distribution until consumers show acceptance of the product. 5. is globally believed that the only way to achieve that is to incorporate economic, social and environmental codes of conduct into business strategy. 6. is to defend market share while maximising profit. 7. is People, Process and Physical Evidence. 8. decreases as rivalry increases. 9. takes into consideration market and industry attractiveness from both the macro and micro perspectives. 10. has quietly opened a Bru World Caf outlet on a pilot basis at Juhu, an upmarket western suburb of Mumbai.

C.State the following statements as True or False (Max. Marks 10) 1. Competitive intensity illustrates profitability of a market. (True/ False) 2. If a company has a high served market share, market development strategies will be more advisable such as pursuing sales growth in the adjacent geographic markets. (True/ False) 3. The results of perceptual mapping are employed in customer satisfaction. (True/ False) 4. Favaourable macro trends led to the introduction of Allen Solly Women's Wear based on ther finding that women buyers were behind the rapid sales of sizes 26 and 28 in its men's trousers. (True/ False) 5. Market segmentation helps the firm configure its marketing mix. (True/ False) Contd. ..p3..

..p3.. 6. A modified rebuy situation occurs when the organisation wants to place bulk orders. (True/ False) 7. Psychographic segmentation involves segmentation by lifestyle, consumers activities, interests, and opinions. (True/ False) 8. A commodity market is one where there is functional equivalence, and over time, all (significant) economic opportunities are removed as well. That leaves psychological to play around. (True/ False) 9. The attractive segment for Rado watches, being luxury brand, lies with sophisticated segment of the society. (True/ False) 10. For high market-attractiveness and weak competitive position, the strategy followed is to build the market selectively, that is, strengths are reinforced and weaknesses are overcome. (True/ False)

D. Complete the following sentences (Max. Marks 10) 1. The word "offering" is ................................................................................................................................... ......................................................................................................... 2. Technology snobbery implies .... . 3. Strategic Business Unit or SBU is............................................................................................................................ ..................................................................................................................................................................................... 4. Competitive Advantage implies ........................................................................................................................ ........................................................................................................................................................................ 5. If the business is in survival mode, plateaued or tolerating marginal performance, ..... . 6. Prospectors type organisations . 7. Defenders type organisations are . . 8. Most start-ups do not have the resources . 9. Opportunities are best understood in terms of three . 10. Favorable trends . .....................................................................................................................................................................