Prelim paper Question Paper 2014 of Special Studies in Marketing


Answer all questions. Each question carries 15 marks.

Q1 a. Explain the buying process with examples (8 marks)

Q1 b. Explain the role of family in buying process


What are the stages in family life cycle(7 marks)

Q2 a.Critically evaluate the DAGMAR mode (8 marks)

Q2 b. Explain the structure of an ad agency


What are various methods of advertising budgeting (7 marks)

Q3 a. Explain the process of media planning (8 marks)

Q3 b. Explain the advantages of outdoor advertising


How to evaluate the effectiveness of addvertising (7 marks)

Q4 a. How to develop a brand image (8 marks)

Q4 b. Explain the components of brand equity


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



Vipin Saboo


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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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