Solapur University Question Paper
M.B.A. – II (Sem. – IV) Examination, 2014
MARKETING MANAGEMENT
Group – A : (Paper – III)
Integrated Marketing Communication and Consumers Behaviour (New)
Day and Date : Monday, 12-5-2014 Max. Marks : 70
Time : 11.00 a.m. to 2.00 p.m.
Instructions : 1) Question no. 1 is compulsory.
2) Attempt any two questions from Q. nos. 2, 3 and 4.
3) Attempt any two questions from Q. nos. 5, 6 and 7.
1. Analyse the case :
Sun-Rich oil is one of the established brand in the local market. It has presence
over all the region and was competitively priced. The company focused on
intensive distribution of the product making it available at almost every corner
Kirana shop. The brand was placed as a ‘healthy oil at affordable price’ supported
by an ad campaign running on various media. The advertisement message was
focused on explaining the quality of oil and the benefits which was appealing the
customers to make a rational choice by selecting Sun-Rich oil. The advertisements
featured a father making smart decision of selecting healthy oil for his family.
The company is currently facing strong competition by another brand ‘Mamata’
in similar category which was new and inferior in quality but priced lower than
Sun-Rich. Few customers shifted to ‘Mamata’ brand for lower price but it was not
of much concern to Sun-Rich. Sun-Rich thought that these price conscious
customers are brand switchers but loyal customers will not switch to other brand.
But to their surprise there was a drastic fall in sales of Sun-Rich due to switching
to Mamata. The marketing research team pointed out the difference in the
positioning of Mamata brand which was ‘a brand selected by mother’. The
advertisements focused on brand name (Mamata-mother’s love) more than the
quality or price or other features of the product. Their ads featured mother who is
caring for the family and showering love by making new recipes.
Sun-Rich brand manager was shocked to see how much an advertisement
message can affect sales.
SLR-XY – 80
1) Analysis of the case. 5
2) Identification of the problem. 2
3) Suggest alternative solution. 5
4) Select best solution. 2
2. Short notes on (any 2) : 14
A) Types of ad copy.
B) Trade fairs and exhibitions.
C) Attribution theory.
3. Short notes on (any 2) : 14
A) State the various types of advertisements.
B) Describe AIDA model.
C) Effect of motivation on consumer behavior.
4. Short notes on (any 2) : 14
A) Describe client servicing-ad agency relationship.
B) Explain buyer’s and seller’s rights.
C) What is diffusion of innovation ?
5. Late Peter F. Drucker had said “Consumerism is the shame of the total market
concept”. Comment giving your views on the rise of consumerism in India. 14
6. Describe about the importance of the adoption process and explain the stages
involved in the adoption of new products. 14
7. Indian consumers behave differently in their buying decisions. Comment. 14
M.B.A. – II (Sem. – IV) Examination, 2014
MARKETING MANAGEMENT
Group – A : (Paper – III)
Integrated Marketing Communication and Consumers Behaviour (New)
Day and Date : Monday, 12-5-2014 Max. Marks : 70
Time : 11.00 a.m. to 2.00 p.m.
Instructions : 1) Question no. 1 is compulsory.
2) Attempt any two questions from Q. nos. 2, 3 and 4.
3) Attempt any two questions from Q. nos. 5, 6 and 7.
1. Analyse the case :
Sun-Rich oil is one of the established brand in the local market. It has presence
over all the region and was competitively priced. The company focused on
intensive distribution of the product making it available at almost every corner
Kirana shop. The brand was placed as a ‘healthy oil at affordable price’ supported
by an ad campaign running on various media. The advertisement message was
focused on explaining the quality of oil and the benefits which was appealing the
customers to make a rational choice by selecting Sun-Rich oil. The advertisements
featured a father making smart decision of selecting healthy oil for his family.
The company is currently facing strong competition by another brand ‘Mamata’
in similar category which was new and inferior in quality but priced lower than
Sun-Rich. Few customers shifted to ‘Mamata’ brand for lower price but it was not
of much concern to Sun-Rich. Sun-Rich thought that these price conscious
customers are brand switchers but loyal customers will not switch to other brand.
But to their surprise there was a drastic fall in sales of Sun-Rich due to switching
to Mamata. The marketing research team pointed out the difference in the
positioning of Mamata brand which was ‘a brand selected by mother’. The
advertisements focused on brand name (Mamata-mother’s love) more than the
quality or price or other features of the product. Their ads featured mother who is
caring for the family and showering love by making new recipes.
Sun-Rich brand manager was shocked to see how much an advertisement
message can affect sales.
SLR-XY – 80
1) Analysis of the case. 5
2) Identification of the problem. 2
3) Suggest alternative solution. 5
4) Select best solution. 2
2. Short notes on (any 2) : 14
A) Types of ad copy.
B) Trade fairs and exhibitions.
C) Attribution theory.
3. Short notes on (any 2) : 14
A) State the various types of advertisements.
B) Describe AIDA model.
C) Effect of motivation on consumer behavior.
4. Short notes on (any 2) : 14
A) Describe client servicing-ad agency relationship.
B) Explain buyer’s and seller’s rights.
C) What is diffusion of innovation ?
5. Late Peter F. Drucker had said “Consumerism is the shame of the total market
concept”. Comment giving your views on the rise of consumerism in India. 14
6. Describe about the importance of the adoption process and explain the stages
involved in the adoption of new products. 14
7. Indian consumers behave differently in their buying decisions. Comment. 14
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