ml0017 smu mba winter 2015 (april/may 2016 exam) IVth sem assignment

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DRIVE Winter 2015

PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6)

MBAFLEX/ MBAN2 (SEM 4)

PGDROMN (SEM 2)

SUBJECT CODE & NAME

ML0017-Mall Management

BK ID B 1843

CREDIT & MARKS- 4 Credits, 60 marks

Q.1. Explain the different types and components of shopping malls. (Explanation of types, Explanation of components) 5, 5

ANS:

Explanation of types of shopping malls

Usually malls are categorized into three broad groups – regional, super regional and outlets. In many instances, regional and super-regional malls are found as the constituents of huge superstructures that usually also involve residential space, office space, amusement parks, etc. These trends are visible in the design and construction of most of the modern

Q.2. Explain different models for malls. (Meaning of malls, Types of mall models) 2,8

ANS:

Types of mall models

Malls are shopping centres where customers park their vehicles in outlying areas and walk to the stores which are spread over a vast area. Traditional malls are enclosed with climate-controlled walkways between facing strips of

Q.3. Describe the Mall Design Process in detail. (Explanation of malls) 10

ANS:

Mall Design Process

The way malls are designed is controlled by various stakeholders which include the real-estate developer and architects, the design team, the town planners and control authorities. Although the character of the shopping centre is determined by the mix of users and consumers coming in to the shopping centre, the parameters for design are set by the design team in accordance with the defined strategy and objectives. Some of the key steps that

Q.4. Explain Global brands, its benefits and variables. (Meaning, Benefits, Variables) 2, 5, 3

ANS:

Global Brand

A global brand is one which is supposed to replicate the same set of values all over the world. Global brands rise above their origins and make durable and lasting relationships with consumers across nations and customs. They are

Q.5. Explain Preventive and Predictive Maintenance Techniques in detail. (Meaning & Explanation of PM, Meaning & Explanation of PdM) 5, 5

ANS:

Preventive Maintenance (PM)

Preventive Maintenance (PM) stands for ‘the care and servicing by personnel for the purpose of maintaining equipment and facilities in satisfactory operating condition by providing for systematic inspection, detection, and

Q.6. “Risks need to be managed and reduced by the shopping mall officials”. In context of this statement, explain various issues which are taken care by officials. (Explanation of issues) 10

ANS:

Explanation of issues

Risks need to be managed and reduced by the shopping mall officials. The following issues should be taken care of with regard to this:

Risk Assessment: Refer to ‘managing the risks’ mentioned earlier and determine the level of security you require

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ml0016 smu mba winter 2015 (april/may 2016 exam) IVth sem assignment

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DRIVE- Winter 2015

PROGRAM/SEMESTER -MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4) PGDMMN (SEM 2)

SUBJECT CODE & NAME-ML0016-Advertising Management and Sales Promotion

Q.NO.1 Do you agree that humour content in advertisement leads to better results?

Support your view with examples.

(Explanation of statement-8, Examples-2) 10 marks

ANS:

Advertising is a mass media communication. For a piece of communication to be classified as advertising it must be:

·         Paid for

·         Delivered to an audience via mass media

·         Attempt to persuade.

Advertising is such a dynamic and many faceted entities that communication professionals and targets alike had been struggling to define it in understandable yet precise and brief terms for at least a century, just to get a grip on the process itself, with varying success. The advertisement must communicate to the audience the message it wants to

Q2. Experts have found that consumers often respond to messages in a hierarchical order of behaviour. Throw light on communication response hierarchy in this context.

(Explanation, Diagram of Model-2) 10 marks

ANS:

Consumer behavior essentially refers to how and why people make the purchase decisions they do. Marketers strive to understand this behavior so they can better formulate appropriate marketing stimuli that will result in increased sales and brand loyalty.

To understand consumer behavior, experts examine purchase decision processes, especially any particular triggers that compel consumers to buy a certain product. For example, one study revealed that the average shopper took less than 21 minutes to purchase groceries and covered only 23 percent of the store, giving marketers a very limited

Q3.  Explain the role of a media planner and media buyer.

(Role of media planner, Role of media buyer-5) 10 marks

ANS:

The Role of Media Planner

The media planner needs enormous intuitive power to assess not only each medium, but also the components within each medium and the synergic power of all the media used in the whole media plan for each particular campaign. He needs intuition even more to figure out the readership profile of each medium, since there is very little documented or updated help available. And of course there is the ultimate objective of delivering the bang for the buck. After the

Q4. Explain the strengths and limitations of direct marketing. List few products which are suitable for direct marketing.

(Explanation of strengths-4, Explanation of Weaknesses-4, Listing of products suitable-2) 10 marks

ANS:

Explanation of strengths: It had never been a secret, but advertisers are now acutely conscious of the seeming wastage of advertising in mass media. As an English lord once said famously, ‘I know half of my advertising budget is wasted. But I do not which half,

Q5. “Kids are the new age customers”. Do you agree with this statement? Explain Brat Power in this connection.

(Explanation) 10 marks

ANS:

Brat power: A survey by Walt Disney Co. and a media investment management group in 2006 found that kids under 12 now influence purchasing decisions of cars which they cannot drive or pay for and computers they only dimly understand. With parents increasingly indulgent of their precious one or two kids allowing them to make their purchasing decisions, the brat

Q.NO.6 Write short notes on:

a) Stereotyping in advertisement

b) Regulation governing Broadcast Media Advertising

(Meaning and explanation, Explanation-5) 10 marks

Ans.

a) Stereotyping in advertisement

Stereotypes in advertising mainly focus on gender and ethnicity. An example of this explanation could be a father depicted as physically distant from his children while a mother closely caring for her siblings. Therefore this notion influences the society in a negative way. Marketers are constantly seeking ways to make their products more easily identifiable to specific groups of end users. In some cases, they may intentionally or unintentionally use

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ml0015 smu mba winter 2015 (april/may 2016 exam) IVth sem assignment

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DRIVE- Winter 2015

PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4) PGDMMN (SEM 2)

SUBJECT CODE & NAME- MK0015-Services Marketing and Customer Relationship

Management

Q1. “Positioning a service in the marketplace is much like positioning a product”.

               Explain Service positioning and its purpose with the help of an example.

(Explanation of service positioning-2, Explanation of purposes-6, Example-2) 10 marks

ANS:

Service positioning: To position a service, you need to carry on customer research program. This program helps you to identify what newspapers and magazines your customers are reading. It will tell you where the customers get their information from. And it should tell you which media they

Q2.  Elaborate GAP analysis in detail.

(Explanation of GAP Model)

ANS:

GAP Model and GAP analysis: A gap analysis helps bridge that space by highlighting which requirements are being met and which are not. The tool provides a foundation for measuring the investment of time, money and human resources that's required to achieve a particular outcome. The gaps model was first introduced in the year 1985 and it provides an excellent structure to manage service excellence and customer-driven innovation.  This model offers an incorporated view of

Q3. “Interaction plays a lead role in building customer relationships”.

              Explain CIM in this context.

(Explanation of CIM, Explanation of Methods) 10 marks

ANS:

Customer Interaction Management

Customer Interaction Management constitutes the customer relationship technologies with addition of technology-based interactive solution. The interactive channels that are currently available enable very effective customer interactive communications which leads to customer interaction management, which is an important dimension of customer relationship management. A management system is required to manage this relationship between the company and customer. This management system is called Customer Relationship Management (CRM). CRM provides information regar

Q4. What are the various types of conflicts in marketing services?

(Explanation of types) 10 marks

ANS:

Types of conflicts

There are five different conflicts given below. There are certain occasions when these modes need to be used or applicable. Let us briefly explain those situations and the behavioural aspects that need to be possessed by the marketing personnel while dealing with the customers.

Q5. Elaborate the important steps that service providers should bear in mind while implementing one to one marketing. (Explanation) 10 marks

ANS:

The mechanics of one-to-one marketing are complex. It is one thing to train the sales staff to be warm and attentive, and quite another to identify, track and interact with an individual customer and then reconfigure product or service to meet that customer’s needs. One-to-one marketing involves gearing the organization to deal with valuable customers on an individual basis. This is not unattainable, but the effort should be worth the benefits that accrue. One-to-one or relationship marketing

Q6. Write short notes on:

           a) E-CRM

          b) Customer Retention

(Meaning, opportunities and benefits-5, Meaning and Strategies-5) 10 marks

ANS:

a)

 E-CRM

A review of organisational mission/vision statements suggests that e-CRM companies are generally positioning themselves as exemplars of customer satisfaction provision and relationship management. However, recent industry analysis suggests that their organisational customers generally report low to ambivalent ratings on customer satisfaction measures (our study also supports these findings). This discrepancy could be partly attributed to very little empirical inquiry having appeared to date

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ml0013 smu mba winter 2015 (april/may 2016 exam) IIIrd sem assignment

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DRIVE- Winter 2015

PROGRAM- MBADS (SEM 3/SEM 5) MBAFLEX/ MBAN2 (SEM 3) PGDROMN (SEM 1)

SUBJECT CODE & NAME- ML0013-Retail IT Management

Q1. Explain the role of IT in the Retail Industry. (Explanation of different roles) 10

Answer:

Role of IT in the Retail Industry

One of the most significant advances in the technology used by retailers around the world is the use of electronic information technology. Electronic scanning and bar-coding is

Q2. “E-Retailing is spreading across many industries in the world”. Enumerate the significance of e-retailing across various industries. (Explanation) 10

Answer:

E-retailing is the buzzword in modern business. It is spreading across many industries in the world. Given below is the state of various industries which ascribe to the

Q3. Explain Electronic Point of Sales (EPOS) and its advantages. (Meaning, Explanation of advantages) 4, 6

Answer:

Electronic Point of Sales (EPOS)

There are various IT products used at retail point of sales. These products aroused for billing, stock keeping, product marking and identification,

Q4. Explain different point of sales software in detail. (Explanation of different software) 10

Answer:

The software which is built to perform various tasks such as billing, inventory keeping, etc. at a retail outlet is called retail management software or point of sales (POS) software. The basic functions of billing at the checkout counter are performed by retail

Q5. Explain Database Management Systems and its components. (Meaning of DBMS, Explanation of components) 4, 6

Answer:

Database Management Systems

A database management system (DBMS) is a software package designed to define, manipulate, retrieve and manage data in a database. A DBMS

Q6. Write short notes on:

a) Networking Devices

b) Open systems Interconnection (OSI)

Answer:

Connecting many computers over a network requires hardware, software, and communication cables. The hardware devices are hubs, switches, repeaters, and bridges which are used to connect and enhance the signals and connect such networks. They work as bridges

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