M.Com. DEGREE EXAMINATION, NOVEMBER 2017
Third Semester
MODERN MARKETING MANAGEMENT
(CBCS 2016 onwards)
Time 3 Hours Maximum 75 Marks
Section A x 3 15)
Answer all questions.
All questions carry equal marks.
1. Identify marketing mix elements for services.
2. Explain marketing information system.
3. What is product life cycle?
4. What are the key distribution decisions?
5. Explain sales force compensation methods.
Section B x 10 50)
Answer all questions choosing either or
All questions carry equal marks.
6. Explain the marketing strategies of leader and
follower.
Or
Describe the marketing planning process.
Sub. Code
611302
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7. Explain the determinants of consumer buying
behaviour.
Or
Describe the process of segmentation, targeting and
positioning.
8. Explain the stages in new product development.
Or
How do packaging decisions influence marketing?
9. Explain pricing policies for new products. Which
policy do you advocate for a new toilet soap for
young career women?
Or
Discuss the importance and functions of middlemen.
10. Explain the major decisions in sales force
management.
Or
Evaluate sales promotion strategies employed by
FMCGs.
Section C x 10 10)
Compulsory.
11. On 20 March, Mukesh Ambani-promoted Reliance Jio
Infocomm Ltd filed a complaint with ASCI, urging the
watchdog to take action on Airtel's advertisement.
The Advertising Standards Council of India (ASCI) has
asked Bharti Airtel Ltd to "modify" or "withdraw"
advertisements that are based on a claim by network
testing agency Ookla LLC and suggested that Airtel is
"officially India's fastest network".
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Airtel in a note said it does not agree ASCI's decision and
will file an appeal as per guidelines. "Our campaign is
based on findings by Ookla, the globally recognized leader
in mobile speed tests and also a benchmark for reputed
global operators. We have shared all supporting facts
with ASCI and strongly believe our campaign is
compliant with all guidelines. We will be happy to
provide more details, if required, and hope ASCI will
reconsider its decision," the company said in a statement.
Ookla stood by its findings. "The award designation was
validated using the IP methodology described.. for all
speed test results during the past six months of 2016 (Q3
and Q4). When analysing the data for all of 2016, Airtel
was still the clear leader. When analysing data for 2017
to date, Airtel is still the clear leader. It is worth noting
that after correcting for the Android limitation, Airtel's
lead over Jio increases for all aforementioned date
ranges," it said in a statement.
The Fast Track Complaints Committee (FTCC) at a
meeting held on 29 March evaluated the claims of Airtel.
FTCC noted that the claim by the advertiser is not
specific to 4G technology, whereas the TVC has visuals
with reference to 4G. The speed comparison visual also
has a reference to 4G in the notification bar and shows
poor signal strength for the other service provider. FTCC
considered this representation to be misleading by
ambiguity and implication.
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FTCC also considered the term "officially" to be
misleading as this test is not based on any government
organization or recognized authority such as the Telecom
Regulatory Authority of India, or Trai, in this category
and, hence, exploits consumers' lack of knowledge.
Questions
Do you consider Airtel is wrong in making its
claims?
What kind of steps are necessary to avoid this kind
of conflicts.
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