University Of Pune Question Paper
M.B.S. (Semester – II) Examination, 2014
Marketing Management Specialization
CNO. 203(A) : MARKETING STRATEGY AND RELATIONSHIP MARKETING
(2008 Pattern)
Time : 3 Hours Max. Marks : 70
Instructions : i) Attempt any five questions.
ii) All questions carry equal marks.
1. Explain the role of Marketing Managers in Business Strategy formulation.
2. What is the meaning of sustainable Competitive Advantage ? Illustrate some Competitive
Advantages of
i) Passenger Car Companies
ii) Cola companies
3. Suppose you are to start a business in Processed, Packaged Food Industry ; Identify
i) Major market segments
ii) Customer buying motivations
iii) Unmet needs of your target market
4. How transactional approach of marketing has evolved to be relationship marketing ? Explain.
5. Distinguish the role of relationship marketing in Industrial Consumer and services marketing.
6. Describe the concept of ‘Six Markets Framework’. How it helps in building longterm customer
relationships ?
7. Write short notes (any two) :
i) Nicher Strategies
ii) Constraints in strategic Marketing
iii) Learning Organizations
iv) Lifetime Customer Value(LCV)
——————
M.B.S. (Semester – II) Examination, 2014
Marketing Management Specialization
CNO. 203(A) : MARKETING STRATEGY AND RELATIONSHIP MARKETING
(2008 Pattern)
Time : 3 Hours Max. Marks : 70
Instructions : i) Attempt any five questions.
ii) All questions carry equal marks.
1. Explain the role of Marketing Managers in Business Strategy formulation.
2. What is the meaning of sustainable Competitive Advantage ? Illustrate some Competitive
Advantages of
i) Passenger Car Companies
ii) Cola companies
3. Suppose you are to start a business in Processed, Packaged Food Industry ; Identify
i) Major market segments
ii) Customer buying motivations
iii) Unmet needs of your target market
4. How transactional approach of marketing has evolved to be relationship marketing ? Explain.
5. Distinguish the role of relationship marketing in Industrial Consumer and services marketing.
6. Describe the concept of ‘Six Markets Framework’. How it helps in building longterm customer
relationships ?
7. Write short notes (any two) :
i) Nicher Strategies
ii) Constraints in strategic Marketing
iii) Learning Organizations
iv) Lifetime Customer Value(LCV)
——————
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