Prelim paper Question Paper 2014 of Special Studies in Marketing

Answer all questions. Each question carries 15 marks.

Q1 a. Explain the buying process with examples (8 marks)

Q1 b. Explain the role of family in buying process

Or

What are the stages in family life cycle(7 marks)

Q2 a.Critically evaluate the DAGMAR mode (8 marks)

Q2 b. Explain the structure of an ad agency

Or

What are various methods of advertising budgeting (7 marks)

Q3 a. Explain the process of media planning (8 marks)

Q3 b. Explain the advantages of outdoor advertising

Or

How to evaluate the effectiveness of addvertising (7 marks)

Q4 a. How to develop a brand image (8 marks)

Q4 b. Explain the components of brand equity

Or

What are the various tools of sales promotion? (7 marks)

Q5. Read the case and answer the questions below

TANGENT is the latest buzzword in the Indian branded furniture range. The imported and exclusive furniture range from Italy plans to enter the Indian market. They offer unique designs for customised built homes for the elite. They seek your help.

Q1. Explain the various adopter categories

Q2. Explain the various positioning strategies they can use

Q3. Elaborate 5Ms of Advertising with reference to TANGENT

Vipin Saboo