SCDL

Program Name:
Subject:
Assessment Name:
Weightage:
Total Marks:
Duration:

C-PGDBA
Marketing Management
MM - Exam
70
70
80 mins

Online Examination:
Online examination is a Computer based examination.
Online examination comprises of Total 29 Questions - Out of 70 marks.
Duration of online examination will be of 1 Hour 20 minutes (80 minutes).

Section - I Instructions:
- It is compulsory and has total 3 Subjective Questions.
- Students are required to solve any 2 Subjective Type Questions. Each question is of 5 marks.
- Section I is out of 10 Marks.
Please refer following instructions regarding Subjective examination:
- While attempting subjective examination Text formatting facility will be disabled such as use of bullets,
making the text bold, underlining the text etc. Only normal character on the key board will be available.
- Special characters available on the keyboard will be allowed.
- Students can not attempt more than 2 questions out of given 3.
- A blank (space typed) or any entry in the space provided will be considered as question is answered.
- Hand written answers are not allowed. Subjective test can be answered by using key board.
- No brail support shall be provided, but writer assistance shall be allowed. The student has to intimate it to
SCDL well in advance by completing applicable formalities.
- Answers for both the questions should not exceed more than 110 words. The maximum word limit per
answer is 55 words (for Subjective part).

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1) In strategic analysis, external analysis is divided into four components. List these components.
(5)
The external analysis covers four components: 1. Customer analysis: Needs, motivations and market
segments. 2. Competitor analysis: Strategic groups, objectives, strategies, culture, cost structure, strengths
and weaknesses. 3. Industry and market analysis: Size, projected growth, profitability, entry barriers, cost
structures, distribution systems and critical success factors. 4. Macro environmental analysis:
Political-legal, socio-cultural, demographic, economic, technological and ecological factors of the firms
external environment.
2) Explain the concept of culture.
(5)
Culture is the essential character of a society that distinguishes it from other cultural groups. Culture is
defined as the sum total of learned beliefs, values and customs that serve to direct the consumer behaviour
of members of a particular society. Culture provides standards and rules about what to eat, how to eat,
when to eat, how to dress and how to speak to elders. Culture is also associated with what people consider
to be a necessity and what is considered as a luxury. Culture dictates norms of marriage, upbringing of
children, gender roles, individual freedom and attitudes towards charity, attitudes towards money and
almost all other aspects of life.
3) What are the special pricing tactics?
(5)
The special pricing strategies are: 1. Price lining: It is the practice of offering a product line with several
items at specific price points. 2. Loss leader pricing: It is used on items that customers recognise well as
bargains at a special price. The goal is to appeal to customers who might shop elsewhere. 3. Odd-even
pricing: It means prices ending in odd numbers to connote a bargain or even numbers to imply quality. 4.
Price bundling: It is marketing two or more products in a single package at a special price and is often
used for complementary products. 5. Promotional pricing: It is offering a special introductory price to the
buyer for a limited time period. 6. Cross benefit pricing: This is similar to loss leader pricing and the aim
is to gain acceptance for a basic model or set competitive prices for a model that faces greater competition.

Section 1 is complete.
Please click on "Next" button to proceed.

Section - II Instructions:
- It comprises of Objective Questions Only.
- Total 60 marks are allotted for objective type questions.
- The objective questions are of following type and carries marks as given under.
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Multiple Choice Multiple Response

Multiple Choice Single Response
True or False
Select a Blank
Match the Column
Total Questions
Total Marks

: 4 Questions - 16 Marks (Each 4 marks)

: 9 Questions - 18 Marks (Each 2 marks)
: 5 Questions - 5 Marks (Each 1 mark)
: 5 Questions - 5 Marks (Each 1 mark)
: 4 Questions - 16 Marks (Each 4 marks)
: 27
: 60

1) These are the standard accepted forms of behaviour.

(2)
1] Power distance
2] Values
3] Norms
4] Trends
2) The drawback of this matrix is that it does not take into account a number of other market realities like
competitive pressure, role of business in the portfolio and can lead to neglect of some businesses.
(2)
1] Expansion grid
2] GE Multifactor portfolio matrix
3] Ansoff's matrix
4] BCG Matrix
3) These questions specify all the possible answers that are easier to interpret and tabulate.
(2)
1] Close ended questions
2] Open ended questions
3] Direct questions
4] Indirect questions
4) Match the Following
(4)
1] Mechanical device
2] Questionnaire
3] Rating scale
4] Dichotomous

1] Galvanometer
2] Used to collect primary data
3] From 'poor' to 'excellent'.
4] Question with two possible answers
5] Used to collect secondary data
6] Question with three possible answers

5) This stage of consumer decision making model focuses on how consumers make decisions.
(2)
1] Input
2] Process
3] Control
4] Output
6) Acquired needs are also called:
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(2)
1] Primary needs
2] Innate
3] Secondary needs
4] Biogenic
7) Competitive forces often dictate shifts in positioning strategy over time.
(1)
1] True
2] False
8) Match the Following
(4)
1] Individual brand names
2] Range brand names
3] Umbrella brand names
4] Corporate name with individual product name

1] Pampers, Huggies, Tide

2] Bournvita, Sunfeast, Lakme
3] Parle, Amul
4] Maruti Alto, Maruti Swift
5] Toyota, Maruti
6] Surf, Sony Walkman

9) :BLANK is a way of educating buyers about the utility and worth of the product.
(1)
1] Economic value
2] Price induced sampling
3] Price sensitivity
4] Skimming
10) It includes web communications outside the control of organisations such as personal home pages etc.
(2)
1] Advertising and sponsored content
2] Intranet
3] Email.
4] Web PR
11) Assessment of service quality is difficult as it is highly subjective.
(1)
1] True
2] False
12) Match the Following
(4)
1] Physical evidence
2] Traditional 'p'
3] Additional service 'p'
4] Temps

1] External signage's
2] Promotion
3] Processes
4] Part time employees
5] Perish ability
6] Tempos

13) Customer say marketing is a/an :BLANK .

(1)
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1] Investment
2] Cost
3] Asset
4] Liability
14) In order to get a detailed review what analysis is carried out
(2)
1] Competitor Analysis
2] Customer Analysis
3] Performance Analysis
4] Macro Environmental Analysis
15) 'ABC' stands for
(2)
1] American Broadcasting Corporation
2] Activity Based Costing
3] Australian Broadcasting Corporation
4] Activity Based Customer
16) In a short term what can be the company's competitiveness of its products
(4)
1] Price
2] Performance
3] Product
4] Place
17) What is meant by Problem Child or Question Marks
(4)
1] To have less market share
2] they do not yeild profitability nor cash flows
3] could be ex-stars that have lost market share
4] Companies may sometime retain a problematic child as it helps the company to play a very
18) What is meant by a "Corporate Culture"
(4)
1] Customer Interaction
2] Dressing
3] Speaking with the customers rudely
4] Housekeeping should be upto mark
19) Product development is a growth strategy where business aims to introduce new products into existing
ones.
(1)
1] True
2] False
20) In cost focus, a firm sales seeks costs leadership.
(1)
1] True
2] False
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21) Similar Products have :BLANK competition.

(1)
1] High
2] Low
3] Stiff
4] No
22) Problem definition should be a clear statement between management decision problem and the market
research problem.
(1)
1] True
2] False
23) Cassettes are exhausted. He requires them very urgently could be the example of:BLANK .
(1)
1] Actual State
2] Desired State
3] Mental State
4] Maharashtra State
24) Name the company that advertises "Strong management pushes continuous improvements of products".
(2)
1] Apple
2] Microsoft
3] 3M
4] GE
25) Name the indirect factors that marketers try to measure
(4)
1] Number of people who saw the communication compared to the number of people exposed to the
communication.
2] Brand awareness and Brand recall
3] Recognition and Recall of the communication
4] Selling Intention
26) :BLANK companies often resort to comparative advertising to directly attack a competitor .
(1)
1] Product Advertising
2] Institutional advertising
3] Pioneering Advertising
4] Competitive advertising
27) Match the Following
(4)
1] End To end Customers
2] Sale promotion offers
3] New task
4] Modify rebuy

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1] Value added Services

2] External Marketing
3] New Security system
4] Modify product specifications

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5] Logistic control
6] westernised culture

Section 2 is complete.
Please click on "Next" button to proceed.

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