Prelim paper 1- Special Studies in Marketing
Answer all questions. Each question carries 15 marks. Attempt any 2 questions from Q 1-4.
Q1 a. Explain the buying process with examples
Q1 b. Explain the role of family in buying process
Q C. What are the stages in family life cycle
Q2 a. Critically evaluate the DAGMAR mode
Q2 b. Explain the structure of an ad agency
Q 2 c What are various methods of fixing advertising budgeting
Q3 a. Explain the process of media planning
Q3 b. Explain the advantages of outdoor advertising
Q 3 c How to evaluate the effectiveness of advertising
Q4 a. How to develop a brand image
Q4 b. Explain the components of brand equity
Q 4c 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

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Education Qualification: BMS- N M College (University Rank Holder) PGDBM- Sydenham College M Com- College topper Mr Vipin Saboo has been associated with the following institutes as a visiting faculty Lords college, Malad Patkar College, Goregoan Saraf college, Malad Dalmia college, Malad St Andrews College, Bandra Wilson College, Grant Road Thakur college, Kandivili L N College, Kandivili N K College, Malad Dhanukar College, Vile Parle St Xaviers College, Marine Lines Shroff College, Kandivili KES College, Khar Mr.Vipin Saboo also has more than 5 years of industry expertise with corporate like CRISIL, Motilal Oswal Investment Banking and Yes Bank. Mr. Saboo has also published a text book on Logistics and Supply Chain Management for TYBMS Students.
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