Total No. of Questions : 6] [Total No.

of Printed Pages : 2
[3178J-201
M. M. M. (Semester - II) Examination - 2007
SERVICES MARKETING
(New Course)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Attempt any two questions from Q. 1 to Q. 4. Each of them
carries 15 marks.
. (2) Q. 5 and Q. 6 are compulsory. Each of them carries
20 marks.
Q.I) "Liberalisation, Privatisation and Globalisation has propelled growth of
services sector in India in last 5-6 years." Do you agree with the statement ?
Justify your answer.

Q.2) In financial services marketing, 'process' and 'physical evidence' are very
important. Discuss this statement giving suitable examples.

Q.3) What is Services Marketing Segmentation ? Discuss and elaborate as to

how segmentation and positioning is achieved in Tourism Marketing.

Q.4) Billjunction.com is an e-bill pay service of ICICI Bank, which has proved
to
be very successful, compared to physical bill-payment collection service.
Which distribution strategies of these services, do you think have made
this billjunction.com successful ? Why ?

Q.5) Write short notes on any four of the following :

(a) Service Blueprint
(b) SERVQUAL and GAP Model
(c) Four I's of Services
(d) Advertising and Sale Promotion in Service Industry
(e) Requirements for Customer Retention in Service Industry
(f) KPO - Knowledge Process Outsourcing Services
[3178]-201 1 P.T.O.

Q.6) Case Study :

The new incumbent to the office of the Chief General Manager of the
Municipal Transport is wondering how to make the operations profitable.
He has jotted some of his findings about the current state of affairs.
• The Municipal Transport has a large, ageing fleet of buses. Induction, of
new buses is a case of 'too late - too few'.
• The geographical expanse of the city it serves is big. City areas have
several government offices, hospitals and educational institutes, not to
mention huge residential sectors. The fringe areas are dotted with
industrial development zones. They contain industrial units employing a
large number of citizens of the city and adjoining suburbs.
• The ratio of number of employees to a vehicle operated by 'the
transport' matches unfavourably with the standard norms, i.e. to say
'the transport' is over-staffed. Inspite of this, in the opinion of public,
the buses are not clean, break down frequently and do not stick to a
time-table. Besides, the 'staff' of 'the transport4 is infamously known for
being rude.
• A recent survey has showed that (rather surprisingly to the Chief
General Manager) most commuters will like and prefer to travel by
the Municipal Transport, rather than using their personal transport
means (cars, motorcycles etc.). They only hope, the fares will be low.
The Chief General Manager has appointed you, as Marketing Manager of
this Municipal Transport. Present a detailed scheme for successful marketing of
this public transport system.
[3178J-201/2
Total No. of Questions : 5] [Total No. of Printed Pages : 1
[3178]-202
M. M. M. (Semester - II) Examination - 2007
RETAIL MARKETING
(New Course)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) All questions are compulsory.
(2) Each question carries fourteen marks.
Q,l) Describe in detail the characteristics of atleast six different types of
Retailers. [14]

Q.2) Explain giving all relevant details, the factors considered in planning
Retail Store's Layout and also the Interior Designing.
[14
]

Q.3) Choose any high-profile Retailer like Shopper's Stop or Big Bazar,
known to you. Describe in detail how they use store-based, merchandisebased,
Retail Marketing Communication in the Form of Advertising
and point of sale promotional materials.
[14]

Q.4) The competition between Traditional Retailers and Ultra Modern

Supermarkets that occupy about 40,000 sq. feet floor-area, is generating
debates presently in society. Do you believe that Traditional Retailers
will continue to prosper in such competition ? Justify your answer
discussing all aspects involved in detail.
[14]

Q.5) Write short notes on all of the following :

(a) Retail stores organised by District-wise Consumers Co-op.
Society which also has network of some branches in
villages [05]
(b) BAR-CODING Method and Its Uses
[05
]
(c) Managing Reverse-Logistics in Retailing
[04
][3178]-202/1

Total No. of Questions : 8] [Total No. of Printed Pages : 2

[3178]-203
M. M. M. (Semester-II) Examination - 2007
SALES MANAGEMENT AND PERSONAL SELLING
(New Course)
Time : 3 Hours] [Max. Marks : 70
Instructions :
( J ) Solve any 5 questions.
(2) All questions carry equal marks.
Q.I) Explain why Sales Management is considered as an important function ?

Q.2) Compare top-down and bottom-up approaches and explain whether they
should give the Sales Manager the same figure of the Company Sales
Forecast.
Q.3) What is a Sales Budget ? What are the purposes of the Sales Budget ?
What
procedure is typically followed by a company to prepare its Sales Budget ?

Q.4) What are Sales Quotas and why it is important for a Sales Manager to. set
quota's for sales people ?

Q.5) (A) WThy Line Sales Organisaton is not suited to a Large Organisation ?
(B) Which type of Basic Organisation Structure would you recommend
for a large company operating globally and trying to gain greater
customer resporisiveness and efficiencies ?

Q.6) What are the major stages in the sales force staffing process ? Which
activity or part is considered by Sales Manager as the most difficult in the
entire staffing process and why ?
[3178]-203 1 P.T.O.

Q.7) (A) Briefly describe the procedure for Designing Sales Territories.
(B) Why a good number of companies are increasingly using assessment
centres as a tool of selection process ?

Q.8) (A) What is the difference between a Prospect, Suspect and Sales Leads ?
How the probable prospects are qualified ?
(B) How sales people understand prospect's needs ?
v r iw
[3178]-203/2

Total No. of Questions : 7] [Total No. of Printed Pages : 2

[3178]-204
M. M. M. (Semester - II) Examination - 2007
DISTRIBUTION AND LOGISTICS MANAGEMENT
(New Course)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Attempt any Jive questions.
(2) All questions carry equal marks.
Q.I) Identify and explain the various entities (things) that flow between a supplier
and a customer during physical distribution.

Q.2) Discuss with the help of appropriate examples : "Middlemen are necessary
evils."

Q.3) Present and justify a scheme of distribution channel for each of the
following :
(a) High-tech High-value Industrial Products
(b) Bio-technology-based Product to Boost Agricultural Yield
(c) Low-price Readymade Clothes
Q.4) Discuss the Role of Information Technology in Logistics, quoting suitable
examples.
Q.5) Describe the Scope and Significance of Supply Chain Management.
Q.6) Identify various opportunities for Controlling the Costs in a Distribution
Channel.
[3178]-204 .-;>,*• 1 P.T.O.
Q.7) Write short notes on any two :
(a) Channel Leadership
(b) Changing Nature of Retail Business
(c) Global Marketing Channels
[3178J-204/2

Total No. of Questions : 7] [Total No. of Printed Pages : 1

[3178]-205
M. M. M. (Semester - II) Examination • 2007
MARKET RESEARCH
(New Course)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Attempt any five questions.
(2) All questions carry equal marks.
Q.I) "Market Research is a very important tool for the decision-makers of today
in
the Corporate Indian Environment." Discuss and analyse.
Q.2) What are the steps in setting up and implementing a Market Research
Project ?
Q.3) Design a questionnaire for exploring possibility of launching a new
English
Daily in the State of Maharashtra.
Q.4) What do you understand by Sampling ? Explain Non-probability Sampling
Techniques with appropriate, applicable examples.
Q.5) What do you understand by Scaling Techniques ? Differentiate Rating and
Ranking Scale with appropriate examples.
Q.6) Formulate a Research Design for a Potential Assessment Study for Exterior
Domestic Paints in Rural Areas of Maharashtra and Gujarat.
Q.7) Write short notes : (Any Two)
(a) Dos and Don'ts for the Questionnaire Formulation
(b) Retail Audit
(c) Ethics in Market Research
(d) Types of Research Data
[3178J-205/1

Total No. of Questions : 6] [Total No. of Printed Pages : 2

[3178J-206
M. M. M. (Semester-II) Examination - 2007
RELATIONSHIP MARKETING
(New Course)
Time : 3 Hours} [Max, Marks : 70
Instructions :
(1 ) Attempt any two questions out of Q. Nos. 1 to 4, each
carrying IS marks.
(2) Q. Nos. 5 and 6 are compulsory, each carrying 20 marks.
(3) Use of examples, models etc. will be appreciated.
Q.I) Outline the various factors which have influenced the Evolution of
Transaction-based Marketing into the Relationship-based Marketing.
Q.2) Explain in details the inter-linkages among the recency, frequency and
lifetime
value concepts. Quote examples, in support of your view point.
Q.3) "A loyal customer, usually is more beneficial to a firm, though new
customers have to be acquired." Discuss quoting appropriate examples.
Q.4) Discuss how the Information Technology affects the building and
strengthening of relationship in the marketing context. Cite examples.
Q.5) Write short notes on any four :
(a) Decision-making Process (DMP)
(b) Partnering
(c) Internal Market
(d) Barriers to Switching
(e) 'CRM' Concept
(f) Value of Complaints
[3178]-206 1 P.T.O.
Q.6) Assume you are 'In Charge' of a Dealership Business Firm. You believe
that by retaining customers, you enhance the firm's profitability. You
therefore, plan to get the support of all the internal/external stake-holders
('domains') of your business, to build a lasting relationship with the
customers (market). Present a detailed scheme for this purpose. You may
assume a product/service offering of your choice.
[3178]-206/2