Solapur University Question Paper
M.B.A. – I (Semester – II) Examination, 2014
MARKETING MANAGEMENT (Paper – IX)
Day and Date : Friday, 9-5-2014 Total Marks : 70
Time : 3.00 p.m. to 6.00 p.m.
Instructions :1) Question No. 1 is compulsory.
2) Solve any two questions from Q. No. 2, 3, and 4.
3) Solve any two question from Q. No. 5, 6 and 7.
4) All questions carry equal marks.
1. Read the following case :
a) Analyze the case. 5
b) Identify the problem in the case. 2
c) Find out various alternatives. 5
d) Provide the best alternative. 2
Times are changing at Maruti Udyog Ltd. (MUL). From a staid and steady car
manufacturer, it is acquiring the image of a sporty, world beating company, all thanks
to the swift – the existing new product from the Suzuki stable launched recently. The
new model is the kind of sporty hatchback that can help MUL come full circle in India.
When Maruti 800 was launched in the 8o’s citizens heaved a sigh of relief.
Having put up with the Premier Padminis and the Ambassadors for long, the auto
lovers just lapped up this tiny but convenient four-wheeler. Those days people
owning the Maruti 800 here looked up to while the rest aspired to own one.
People recognized the merits of easy parking, high mileage, low maintenance
costs and general ease of driving, with the advent of car.
As years rolled on, people wondered whether they could drive a more powerful
car. In came Maruti 1000. The status conscious lot moved on to this car. And
then arrived Maruti Esteem, which was viewed as luxury car then.
But with multinational car companies like Hyundai, Toyota, GM, Ford and Fiat
entering the market, Maruti’s aura came down awe bit. But Maruti 800 and the
Zen held on to its turf amidst all competition. People continued to buy these cars
as they were assured of an economical performance. MUL then introduced new
products like Baleno and Wagon-R and the company stock went up further.
Wagon-R, especially acquired the image of an outstanding family car though
many did not appreciate its looks, initially.
SLR-XY – 17
The Alto then took over from Maruti 800, as it became the highest selling car in
India. But all along MUL’s image was that of a common Man’s car company. While
that helped the firm to widen its base and become India’s largest four wheeler
company. It never was able to occupy the minds of the people in top echelons.
Now, in one swift stroke, MUL is planning to transform its conservative image.
The 1.3 liter swift priced at around Rs. 4 lakhs could change the face of the
Indian automobiles industry as it is priced right and is awesome-looking.
Suzuki, for the first time, allowed Indian engineers to work on the design and
development of the car so that the eventual product met all expectations of
customers. The Swift was Suzuki’s first world car as it was designed with the
European taste in mind and was launched simultaneously world wide. Considering
that MUL still has the best service network in the country, Swift is expected to do
wonders in the market. MUL is thinking the new product development is a growth
strategy for enhancing the market.
2. Write a short note on following (any two) :
A) Niche and Local marketing
B) Brand equity
C) Marketing ethics and social responsibility.
3. Solve following questions (any two) :
A) Explain the term consumer behavior and important factors influencing of it.
B) Explain the concept market channel and channel management decision.
C) What is pricing ? What are the different methods of pricing ?
4. Write a short note on following (any two) :
A) Promotional mix
B) Marketing research
C) E-Commerce.
5. What is marketing mix ? Explain in detail the product life cycle with the
characteristics of each stage.
6. What is meant by segmentation ? Explain the various bases market
segmentation of consumer market.
7. What is marketing environment ? Explain in details the Macro and Micro
environment.
_____________
P.T.O.
SLR-XY – 18
M.B.A. (Semester – II) Examination,
M.B.A. – I (Semester – II) Examination, 2014
MARKETING MANAGEMENT (Paper – IX)
Day and Date : Friday, 9-5-2014 Total Marks : 70
Time : 3.00 p.m. to 6.00 p.m.
Instructions :1) Question No. 1 is compulsory.
2) Solve any two questions from Q. No. 2, 3, and 4.
3) Solve any two question from Q. No. 5, 6 and 7.
4) All questions carry equal marks.
1. Read the following case :
a) Analyze the case. 5
b) Identify the problem in the case. 2
c) Find out various alternatives. 5
d) Provide the best alternative. 2
Times are changing at Maruti Udyog Ltd. (MUL). From a staid and steady car
manufacturer, it is acquiring the image of a sporty, world beating company, all thanks
to the swift – the existing new product from the Suzuki stable launched recently. The
new model is the kind of sporty hatchback that can help MUL come full circle in India.
When Maruti 800 was launched in the 8o’s citizens heaved a sigh of relief.
Having put up with the Premier Padminis and the Ambassadors for long, the auto
lovers just lapped up this tiny but convenient four-wheeler. Those days people
owning the Maruti 800 here looked up to while the rest aspired to own one.
People recognized the merits of easy parking, high mileage, low maintenance
costs and general ease of driving, with the advent of car.
As years rolled on, people wondered whether they could drive a more powerful
car. In came Maruti 1000. The status conscious lot moved on to this car. And
then arrived Maruti Esteem, which was viewed as luxury car then.
But with multinational car companies like Hyundai, Toyota, GM, Ford and Fiat
entering the market, Maruti’s aura came down awe bit. But Maruti 800 and the
Zen held on to its turf amidst all competition. People continued to buy these cars
as they were assured of an economical performance. MUL then introduced new
products like Baleno and Wagon-R and the company stock went up further.
Wagon-R, especially acquired the image of an outstanding family car though
many did not appreciate its looks, initially.
SLR-XY – 17
The Alto then took over from Maruti 800, as it became the highest selling car in
India. But all along MUL’s image was that of a common Man’s car company. While
that helped the firm to widen its base and become India’s largest four wheeler
company. It never was able to occupy the minds of the people in top echelons.
Now, in one swift stroke, MUL is planning to transform its conservative image.
The 1.3 liter swift priced at around Rs. 4 lakhs could change the face of the
Indian automobiles industry as it is priced right and is awesome-looking.
Suzuki, for the first time, allowed Indian engineers to work on the design and
development of the car so that the eventual product met all expectations of
customers. The Swift was Suzuki’s first world car as it was designed with the
European taste in mind and was launched simultaneously world wide. Considering
that MUL still has the best service network in the country, Swift is expected to do
wonders in the market. MUL is thinking the new product development is a growth
strategy for enhancing the market.
2. Write a short note on following (any two) :
A) Niche and Local marketing
B) Brand equity
C) Marketing ethics and social responsibility.
3. Solve following questions (any two) :
A) Explain the term consumer behavior and important factors influencing of it.
B) Explain the concept market channel and channel management decision.
C) What is pricing ? What are the different methods of pricing ?
4. Write a short note on following (any two) :
A) Promotional mix
B) Marketing research
C) E-Commerce.
5. What is marketing mix ? Explain in detail the product life cycle with the
characteristics of each stage.
6. What is meant by segmentation ? Explain the various bases market
segmentation of consumer market.
7. What is marketing environment ? Explain in details the Macro and Micro
environment.
_____________
P.T.O.
SLR-XY – 18
M.B.A. (Semester – II) Examination,
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