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Roll No...............................
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Total No. of Questions-51 [Total No. of Printed Pages-2 I
Time Allowed-3 Hours Maximum Marks-lOa
ASN
Answer all questions.
All questions carry equal marks.
Wherever required, suitable assumptions may be made by the candidate.
Marks
5
1. (a) What does it mean for a firm to be 'marketing oriented' ?
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(b) "The major task of marketing management is to adapt a firm's resources to 15
changing marketing opportunities and challenges." Discuss this statement
with respect to marketing strategies of corporate hospitals.
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2. (a) Is it important to consider the product life cycle pattern of the industry while 5
designing marketing strategy for a brand in that industry?
(b) Select a product/service from' public sector and identify its present 'stage in 15
the product life cycle. Discuss the implications of that stage for its m~rketing
strategy.
3. "Product differentiation is proving to be increasing difficult in a clutter~d market- 20
but differentiation is all the more critical in breaking clutter," Comment on the
statement explaining the need for differentiation as one of the strategies to maintain
and grow ~arket share and profitability.
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4. (a) Define the terms 'Marketing Segmentation', "Market Targeting' and 'Market 6
Positioning'.
(b) A travel firm selling packaged tours for destinations within the country is to 14
decide on its target markets. Describe various criteria/bases that the firm
may use for market segmentation.
ASN P.T.G.
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ASN Marks
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5. Discuss the effect of the factors given below on the length of channel of distribution.
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(Long or short)
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(i) Bulky and highly priced products. 5
(ii) Small purchase size and frequently purchased products. 5
(iii) Products requiring installation and after sales service. 5
(iv) Large number of widely scattered customers. 5
Give reasons.
ASN