2012 Question Paper,203 - A : MARKETING STRATEGY AND RELATIONSHIP MARKETING,M.M.S. / M.B.S. (Semester – II),University Of Pune Question Paper

University Of Pune Question Paper
M.M.S. / M.B.S. (Semester – II) Examination, 2012
Marketing Specialization
203 - A : MARKETING STRATEGY AND RELATIONSHIP MARKETING
 (New) (2008 Pattern)
Time : 3 Hours Max. Marks : 70
Instructions : 1) Attempt any three questions from Section ‘A’ and any two
questions from Section ‘B’.
2) Answers to both Sections should be written in the same
answer book.
3) All questions carry equal marks.
SECTION – A
1. Explain with the help of an example, how SWOT analysis could be used for
formulation of marketing strategies of an organization. 14
2. Differentiation strategies are useful in obtaining sustainable competitive
advantage”. Explain with the help of appropriate examples. 14
3. What is customer database marketing ? What are its advantages and
disadvantages ? Explain with examples. 14
4. What do you understand by RFM value model ?
5. Write short notes on any two : 14
a) e-marketing
b) Marketing strategies in declining markets
c) Customer culture
d) Building offensive and defensive competitive strategies.
SECTION – B
6. Critically analyse the role of Information Technology in CRM. 14
7. Discuss the paradigm shift from transactional marketing approach to relationship
marketing philosophy. 14
8. Discuss the emerging trends in relationship marketing in the Indian scenario
with suitable examples. 14
______________
B

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