INSTITUTE OF COST AND MANAGEMENT ACCOUNTANTS OF PAKISTAN

Spring (Summer) 2009 Examinations

Tuesday, the 26th May 2009

MARKETING MANAGEMENT

Professional-IV

Time Allowed – 2 Hours 45 Minutes Maximum Marks – 80

(i) Attempt ALL questions.

(ii) Answers must be neat, relevant and brief.
(iii) In marking the question paper, the examiners take into account clarity of exposition, logic of
arguments, effective presentation, language and use of clear diagram / chart, where
appropriate.
(iv) Read the instructions printed on the top cover of answer script CAREFULLY before
attempting the paper.
(v) DO NOT write your Name, Reg. No. or Roll No. anywhere inside the answer script.
(vi) Question No.1 – “Multiple Choice Question” printed separately, is an integral part of this
question paper.

MARKS

Q.2 (a) Companies often need to restructure their businesses and marketing practices in 10
response to significant changes in the business environment. What are the main
responses of business firms to a rapidly changing environment? Discuss.

(b) Environmental monitoring and its relationship to the marketing planning process 10
results in three major types of annual marketing plans. Explain each annual marketing
plan.

Q.3 (a) A challenger’s success depends on combining several strategies to improve its 08
position over time. Besides general attack strategies, what other specific strategies
are available for market challengers? Enumerate.

(b) Public relations is often referred to as a marketing stepchild. Discuss the role and 06
impact of public relations in local and international market.

(c) No matter which technique is adopted for investment appraisal, certain steps will 06
need to be followed. Discuss these steps in detail.

PTO

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 MARKS

Q.4 (a) What is absolute market potential? There are three kinds of decisions that generally 08
require an estimate of absolute market potential. Discuss them in detail.

(b) “A successful manager’s prime responsibility is to focus people towards performance 06

of work activities to achieve desired outcomes”. What is your interpretation of this
statement in the context of marketing activities? Justify your comments in detail.

(c) Branding poses challenging decisions to the marketers. Discuss the major brand 06
strategy decisions for building strong brands.

Q.5 (a) Briefly highlight the importance of market learning. Discuss in detail the several 10
distinct stages of market learning.

(b) Conducting international marketing research is imperative for global firms. What basic 10
problems would a U.S. based company face while establishing a business venture, in
Pakistan? How and why would those issues or problems differ from country to
country?

THE END

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