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MARKETING MANAGEMENT
Multiple Choices:
1. Which technology is among the early starter in providing VoWiFi solutions for enterprises with
wireless networks?
a. Symbol Technologies
b. Vocera Technologies
c. Spectra link Technologies
d. None
2. In wireless networks ___________ refers to the measure of the performance for a system
reflecting its transmission quality & service availability.
a. Internet speeds
b. Quality of Service (QOS)
c. Interoperability
d. Line of Sight
3. A single IP-based core network handling the full range of telecom services.
a. Power line Communication (PLC)
b. VOIP
c. OFCOM
d. Next Generation Networks
4. Which country has the strong competitive broadband market with a penetration of 16%.
a. India
b. USA
c. Japan
d. China
5. Out of the following which project aims to substantially replace all of Bt‟s existing network
platform (PSTDN, ISDN etc) with a single unified IP platform.
a. ADSL2
b. 21CN
c. ATM
d. SHDS
6. Which generation of mobile telephony will serve both voice & data applications?
a. 1G
b. 2G
c. 3G
d. 4G
7. This is a high bandwidth wireless networking service that operates in the frequency spectrum of
28-31 GHz range.
a. MMDS
b. LMDS
c. BW
d. None
8. Which management establishes the right architecture to deliver more products, better leveraging
development & deployment expenditures?
a. Product Portfolio Management
b. Partner Management
c. Platform Management
d. None
9. ___________ Frequencies allow multiple service providers to utilize the same section of the
spectrum & compete with each other for customers.
a. Licensed
b. Unlicensed
c. Both
d. None of the above
10. LAS-CDMA stands for ______________
Part Two:
1. What is Backhauling solution?
2. What is Broadband?
3. What is WiMAX?
4. What is THIPON?
5. What is a VOWiFi?
Section B: Caselets (40 Marks)
This section consists of Caselets.·
Answer all the questions.·
Each Caselet carries 20 marks.·
Detailed information should form the part of your answer (Word limit 150 to 200 words).·
Caselet 1
Required:
Comment on the strategy which is adopted by the FCC “broadband wireline Internet access services” is
fruitful or not?
When operators and investors consider starting down the road of network building, they need
considerable information to prove their business plan and persuade their spectrum regulator to provide
Caselet 2
Questions:
1. Explain the concept of ATDI.
2. What are the measures which are behind the success of the ATDI methodology?
3. What is GSM/3G technology?
4. Write down the steps which are to be known in auto planning.
Section C: Applied Theory (30 Marks)
1. WiFi/mobile roaming and VoWiFi may play an important role for fixed-mobile convergence.
Explain.
2. Does a „light touch‟ regulation regime make sense within the NGN environment? What benefits
& risks do you see with a „light-touch‟?
1. WiFi/mobile roaming and VoWiFi may play an important role for fixed-mobile convergence.
Explain.
2. Does a „light touch‟ regulation regime make sense within the NGN environment? What benefits
& risks do you see with a „light-touch‟?
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Retail Management
Multiple Choices:
1. The minimum value of Conversion ratio is,
2. The law of retail gravitation is also called,
3. In Huff’s probability model of retail store location, the exponential ‘alpha’ denotes,
4. If the market has low level of retail saturation then the chances of success in the market is,
5. If the original price be ‘a’ and the reduce price be ‘b’ then the mark down % in Pricing
a. 0
b. 0.5
c. 2
d. 1
a. Huff’s law.
b. Belly’s law.
c. Philip Kotler’s law.
d. Relly’s law.
a. The attractiveness of the store.
b. Power of the store in terms of potential customer located farthest.
c. It is simply a power over the attractiveness of the store.
d. None.
a. Higher.
b. Lower.
c. Unpredictable.
d. Extremely lower
techniques is given by,
a. (a - b)/a.
b. (a – b)/b.
c. (b – a)/a.
d. (b – a)/b.
Part Two:
1. What do mean by ‘Super market’?
2. What do you understand by Upper and Lower threshold in pricing methodologies?
3. What does the term ‘silent market’ say?
4. Explain ‘Gap theory’ related with service quality.
5. Explain barometric technique used for sales forecasting.
Caselet 1
1. Do you think that an exclusive brand retail store would work in India? Or a mix of formats for a
brand? Discuss.
2. Will the franchisee route to a faster roll-out of retail outlets work for these jewellery brands?
What are the pros and cons?
Caselet 2
1. What store format mix would you recommend for the company?
2. Did the company do the right thing by extending the in-store brand to the wholesale channel?
What should it do now?
Section C: Applied Theory (30 marks)
1. “The Indian Retail sectors are witnessing a transition phase where organized retailing is taking a
lead over unorganized retailing”. In the light of above statement, explain the current states of
Indian Retailing.
2. “The customer is fully satisfied when the perceived services meets or exceeds their
expectations”. Explain?
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Consumer Behavior
Multiple Choices:
1. The Yellow color is related with personality links like
a. Caution, warmth
b. Power, informality
c. Passion, excitement
d. Purity, innocence
2. Consumers having high ethnocentric value in CETSCALE for foreign made products are likely to
feel that
a. It is worthy to purchase the foreign products.
b. It is wrong to purchase foreign made products.
c. Only foreign made products should be purchased.
d. They should remain neutral.
3. If the OSL(optimum stimulation level) score of a person is greater than the lifestyle he/she is
living then he/she likely to
a. Take rest
b. Appear quite satisfied
c. Seem bored
d. Can not be predicted.
4. The psychologists who disagree with the Freud’s theory of personality are usually referred as
a. Non Freudians
b. Freudians
c. Neo Freudians
d. C-Freudians
5. According to Sigmund Freud, the human personality consists of 3 interacting systems viz the id,
the superego and the ego. What actually ‘id’ refers to
a. Its role is to see the individual’s needs in a socially acceptable fashion.
b. Its role is to drive impulsions for the needs to be satisfied immediately.
c. Its function is to control and balance the impulsive demands.
d. None
Part Two:
1. What is a ‘common man approach’?
2. Differentiate between ‘Enculturation’ and ‘Acculturation’.
3. Write a short note on ‘Rokeach Value Survey’, a widely used value instrument, in consumer
behavior studies.
4. Explain the ‘Sociometric method’ of measurement in ‘Opinion Leadership’.
5. What do you understand by the term ‘Viral marketing’?
Caselet 1
1. Explain the “role and status” for Macnine shoes.
2. Suggest some ways of changing consumer perception of Macnine shoes.
END OF SECTION B
1. A college student has just purchased a new personal computer. What factors might cause the
2. An Advertising on a known deodorant shows a young beautiful girl is upset to meet her
student to experience post purchase dissonance? How might the student try to overcome it?
How can the retailer who sold the computer help reduce the student’s dissonance? How can
the computer’s manufacturer help?
boyfriend, as friends point out at her “Bad body odour”. The advertisement is trying to arouse
which motive in the consumer? Discuss by giving one similar examples?
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