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LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
M.Com. DEGREE EXAMINATION – COMMERCE
FIRST SEMESTER – NOVEMBER 2015
CO 1816 - STRATEGIC MARKETING MANAGEMENT
Date : 12/11/2015
Time : 01:00-04:00
Dept. No.
Max. : 100 Marks
SECTION-A
Answer ALL questions.
(10x=20marks)
Provide brief explanation for the following:
1. Marketing mix
2. Brand equity
3. Channel conflict
4. Customer Relationship Management
5. Value Delivery Network
6. Database marketing
7. Marketing Research
8. Target marketing
9. Needs, Wants and Demands of people
10. E-commerce
SECTION-B
Answer any FOUR questions
(4X10=40 marks)
11. Explain the various stages of Product Life Cycle.
12. What is ‘Lifetime Value of Customers ‘ and how can marketers maximize it ?Explain .
13. List out the major types of retailersand explain the same.
14. Describe the methods of setting total promotion budget.
15. List out and explain the alternative concepts or orientations under which organizations design and
carry out their marketing strategies.
16. Explain the functions, performed by channel intermediaries.
17. Explain how a company decides which international markets to enter.
SECTION-C
Answer any TWO questions:
(2x20=40 marks)
18. What is consumer behavior? How do consumer characteristics influence buying behavior? Explain.
19. Discuss the nature and importance of marketing logistics and integrated supply chain management.
20. Assuming that you are a Marketing Manager in a company, identify and explain the new marketing
realities and new customer capabilities, and new company capabilities in the marketing landscape.
21. Describe Explain the steps to be followed by marketer in developing effective marketing
communication.
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