Special Studies in Marketing Prelims Paper 2012

Section 1

1. Concepts (5 X3=15)
   1. Stimulus factors
   2. Noise
   3. Out of home advertising
   4. CPRF
   5. Flighting
   6. A company into executive and special long lasting boutique home furniture wants to enter Indian market. The company provides the best quality of home furnishing and can customize the same to the best extent that people require. Since it is a boutique one, it comes with its own cost. The company wishes to hire you as their consultant. Advise the company on the following areas (3×5=15)
      1. What are the factors that you would study to ascertain consumer behavior
      2. What are the different types of buying roles that would affect the company
      3. What factors would the company study to ascertain the media planning strategies

Section 2- solve any 3. 10 marks each

1. What are the features and components of IMC
2. Explain the different types of advertising budget
3. What is brand equity and what are the strategies to build brand equity
4. Short notes on Direct marketing and sales promotion