Marketing: Video Game Console and Shoppers Stop

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Answer Paper
Marketing Management
Section A: Objective Type Part one: Multiple choices:
1.It is a concept where goods are produced without taking into consideration the choices or tastes of customers Ans) Production concept
2. It involves individuals who buys products or services for personal use and not for manufacture or resale Ans) Consumer
3. It is the groups of people who interact formally or informally influencing each other’s attitudes& behavior Ans) Reference groups
4. The concept of the product that passes through various changes in its total life known as Ans) Product life cycle
5. It refers to unique set of brand associations that brand strategist aspires to create or maintain Ans) Brand identity
6.It involves a pricing strategy that charges customers different prices for the same product or service Ans) Price discrimination
7. It refers to an arrangement where another company through its own marketing channel sells the products of one producers Ans) Strategic channel alliance
8.It involves facility consisting of the means & equipments necessary for the movement of passengers of goods Ans) Transportation
9. The advertising which is used to inform consumers about a new product or feature & to build primary demands is known as Ans) Informative advertising
10. An art that predicts the likelihood of economic activity on the basis of certain assumptions Ans) Sales forecasting

Part Two:
1.Write a note on importance of consumer behavior for a business firm? 2.Define the term ‘Price’.
3.Distinguish between Marketing Concept and Selling Concept? 4.What are the new trends in advertisement?
5.Briefly explain the following :
a) Socio –culture environment
b) Marketing environment interface.
END OF SECTION A
Section B: Case lets (40 marks)
Case let 1
Ask the company top brass what ‘almost there’ means. The answer: a premier Indian retail company that has come to be known as a specialty chain of apparel and accessories. With 52 product categories under one roof, Shoppers’ Stop has a line-up of 350 brands. Set up and headed by former Corona employee, B.S. Nagesh, Shoppers’ Stop is India’s answer to Selfridges and Printemps. As it proudly announces, ‘We don’t sell, we help you buy.’ Back in 1991, there was the question of what to retail. Should it be a supermarket or a departmental store? Even an electronics store was considered. Finally, common senseand understanding won out. The safest bet, for the all-male team was to retail men’s wear. They knew the male psyche and felt that they had discerning taste in men’s clothing. The concept would be that of a lifestyle store in a luxurious space, which would make for a great shopping experience. The first Shoppers’ Stop store took shape in Andheri, Mumbai, in October 1991, with an investment of nearly Rs. 20 lakh. The original concept that formed the basis of a successful marketing campaign for seven years is here to stay. And the result is an annual turnover of Rs. 160 crores and five stores, nine years later. Everything went right from the beginning, except for one strange happening. More than 60 per cent of the customers who walked into Shoppers’ Stop in Mumbai were women. This gave rise to ideas. Soon, the store set up its women’s section. Later, it expanded to include children’s wear and then, household accessories. The second store in Bangalore came in 1995. The store at Hyderabad followed in 1998 with the largest area of 60,000 sq. ft. The New Delhi and Jaipur stores were inaugurated in 1999. All this while, the product range kept increasing to suit customer needs. The most recent experiment was home furnishings. Secure in the knowledge that organised retailing in global brands was still in its infancy in India, Shoppers’ Stop laid the ground rules which the competition followed. The biggest advantage for Shoppers’ Stop is that it knows how the Indian consumer thinks and feels while shopping. Yes,...
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