IMT-40: Marketing Management

IMT-40: MARKETING IN ACTION

PART -A

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Q1. What are the characteristics of a customer-centric organization?

Q2. Write a note on the significance of an effective marketing mix. How can it be achieved?

Q3. The economic environment can affect patterns of demand and supply. What are the major economic indicators? How can a company monitor them over time?

Q4. What is the purpose of customer relationship management? How can implementation of CRM be profitable for companies as well as customers?

Q5. Explain the purpose of segment.

PART -B

Q1. How can successful positioning be ensured? What is meant by repositioning?

Q2. A product goes through definite life stages just like living organisms. Describe the stages in a product's life cycle with a focus on the strategies at the various stages.

Q3. Write a note on the information required to prepare a sales forecast. Explain the qualitative and quantitative methods of forecasting.

Q4. Experimentation is crucial in the innovation process. Comment.

Q5. What are the activities involved in channel strategy decisions?

PART -C

Q1: How is the effectiveness of advertising evaluated? Explain how advertising results can be improved.

Q2: What is public relations? Explain its relationship with publicity.

Q3. What do sponsors gain from sponsorship?

Q4. New entrants raise the level of competition in an industry. How can this be checked?

Q5: What is the main focus of the core strategy? Describe the elements that comprise the core strategy.

CASE STUDY-1:

SPONSORSHIP AND THE MARKETING MIX

Q1. Identify the target market of Ford. Critically evaluate the impact of the marketing mix elements on the target market.

Q2: Highlight the advantages and disadvantages of sponsoring a cricket match, in the Indian context.

CASE STUDY-2:

NIKE: RUNNING OVER THE COMPETITION

Q1: Identify Nike's markets and Nike's positioning in these markets.

Q2: Describe the Company's global soccer marketing mix.

Q3: What marketing recommendations would you make to help Nike achieve its quest for global soccer dominance? How serious is the threat of a firm like Vans? Is Nike likely to be successful in global soccer?

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