Bachelor of Management Studies (B.M.S.) SEM V 2022 2023 Nov 2023 S STRETEGIC MARKETING MANAGEMENT Question Paper - Mumbai University | munotes

Questions asked in this paper

• 2. Figures to the right indicate full marks

1. Q3 Use of simple calculator is allowed
2. Q1 Fillin the blanks. (Any 8 out of 10) 8 marks
   • a. identifies the market in which the company operates, defines the value exchange among key market entities in which superior value can be created
   • b. are the entities that work with the company to create value for the target
   • c. is a value that an offering aims to create for all the relevant participants in
   • d. The involves a set of unique marks and associations that identify the offering and create value beyond the product and service aspects of the offering
   • e. strategy is a popular strategy to compete with low-priced rivals involves, an offering that matches or undercuts the competitor’s price
   • f. is a marketing concept that outlines what a business should do to market its product or service to its customers
   • g. are those who compete with the same set of target customers to fulfil the customer needs
   • h. The non monetary benefits that are created by the customers which are of strategic importance to the company is called as
   • i. Brand hierarchy is called as
   • j. Captive pricing is also called as pricing whether the following statements are True or False (Any 7 out of 10) 7
   • a. Umbrella branding is nothing but enjoys leverages of existing brand
   • b. Distribution defines the media channel(s) through which the product information is delivered
   • d. Hybrid channel is a distribution model in which manufacturer and customer interact with multiple channel as well as each other
   • e. Marketing is an art and not a science
   • f. Tactics are a set of activities of marketing mix to execute a given strategy
   • g. Implicit collaboration typically does not involve contractual relationships and is much more flexible than explicit collaboration
   • h. Idea generation involves generating ideas that can become the basis for new products
   • i. Competitor power refers to ability of a given company to exert influence over another entity
   • j. Customer-research forecasting rely on experts’ opinions to estimate market demand
3. Q2 and explain the seven tactics defining the marketing mix. 15 marks
4. Q2 C.Explain the nature of strategy. 8 marks
   • D. What are the differences between marketing planning and strategic planning? 7 the role of strategic positioning in creating company 8
   • B. What are the factors to be considered while segmenting? 7
5. Q3 C. What do you mean by collaboration? Explain the levels, advantages and disadvantages of 8 marks
6. Q4 A. What are the strategies used for managing product lines to gain and defend market position? 8 marks
   • B. Explain the key decisions to be taken for designing distribution channels. 7 the two major types of branding. Highlight its advantages and disadvantages. 15
   • A. Explain Moore’s model of adoption of new technology. 8
   • B. Explain the concept of Strategic growth management. 7 short notes on the following: (Any three) 15
7. Q1 Types of Integration
8. Q2 Target compatibility
9. Q3 Brand Equity 5 Monetary incentives for customers

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