203 – A : MARKETING STRATEGY AND RELATIONSHIPS MARKETING,University Of Pune Question Paper,M.M.S./M.B.S. (Semester – II),2010 Question Paper

University Of Pune Question Paper
M.M.S./M.B.S. (Semester – II) Examination, 2010
Marketing Specialization
203 – A : MARKETING STRATEGY AND RELATIONSHIPS
MARKETING
New (2008 Pattern)
Time : 3 Hours Max. Marks : 70
 Instructions : 1) All questions are compulsory.
2) Figures to the right indicate full marks.
3) Logical Reasoning, justifying your answers and
relevant examples will carry weightage.
1. An electronic goods company is about to enter the rapidly growing DTH (direct
to home) services sector in India. Company has a proven track record in the
‘Electronic goods’ segment.
As a marketing consultant, advise the company to formulate appropriate marketing
strategy for its new venture in DTH. Also help the company to develop maintain
and enhance sustainable relationship with customers in the market. 20
2. Write short notes (any four) : (5×4=20)
a) Life time customer value.
b) e-marketing.
c) Internal Marketing.
d) Customer detection. e) Corporate vision.
f) Planned Innovation.
3. “An effective RM (Relationship Marketing) strategy reduces the cost of customer
acquisition”.
Critically comment on the statement. 15
OR
Explain the RFM (Regency-Frequency-Monetary Value) model in detail. 15
4. Explain necessity of ‘Competitor Analysis’ in today’s dynamic marketing
environment and also elaborate various aspects and components of ‘Competitor
Analysis’. 15
OR
Discuss various steps involved in ‘New Product Development’ process. 15
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