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Reference Manual for T.Y.B.Com Examination

For all the Commerce Papers

MHRM (commerce paper III)

Syllabus

Section - I : Marketing

1. Introduction to Marketing(A) Marketing - Nature, Importance and Scope. Concepts : Selling Concept,Marketing Concept andSocietal Concept. Role of Marketing Managers in Changing MarketingEnvironment.(B) Market Opportunity Analysis - Marketing Research and MarketingInformation System (MIS) -Concepts, nature and importance in marketing decisions.

2. Consumer Behaviour and Market SegmentationConsumer Behaviour - Nature and factors influencing it. Consumer'sbuying decisions process. Market

Segmentation - Nature, importance and basis of segmentation. NicheMarketing; Customer RelationshipManagement (CRM) - Need and importance - Techniques of building CRM.

3. Marketing Mix : Nature and Importance.(A) product Mix - Product Life Cycle (PLC) - Branding - Brand Selection -Brand Extension - BrandPositioning and Brand Equity.(B) Price Mix - Factors influencing the price - Pricing Methods.(C) Place Mix - Direct and Indirect Marketing - Factors influencing channeldecisions - Managingchannel intermediaries (Distribution Network)(D) Promotion Mix Elements - Role of Advertising, Salesmanship andPublic relations in promotion - Recent Promotion Tools used in IndianCompanies.


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4. Recent Trends in Marketing :(A) Service Marketing - Special features - Problems in marketing ofservices.(B) Rural Marketing - Nature and Growth - Problems of Rural Marketing inIndia - Measures for effective Rural Marketing.(C) Social Marketing(D) Green Marketing(E) Event Marketing(F) Internet Marketing(G) Telemarketing(H) Retail Marketing

5. Case Studies

Section - II : Human Resource Management (HRM)

6. Introduction to Human Resource Management(A) concept of HRM - its Nature, Importance and Functions - Role of HRManagers in the changingBusiness Environment.(B) Human Resource Planning : Importance and Steps in HRP - Job

Analysis - Meaning and Uses -

Recruitment and its sources - Selection Procedure - Employment Tests &Interviews - their roles & types - Importance of Placement and Induction.

7. Human Resource Development (HRD)Concept and Scope of HRD - Training and Development - Importance,Types and Methods - Performance

Appraisal - benefits, limitations and techniques of appraisal. 360 DegreeAppraisal, Employee Retention- Compensation and Incentives - Performance related pay.

8. Human RelationsNature and Importance of human relations - Leadership - Traits andStyles. Motivation - Factors of Motivation- Theories of Motivation - Maslow's Theory, Herzberg's Theory andMcGregor's X & Y Theory. Employee Morale - Nature and Importance.Grievance Handling and Procedure.


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9. Current Issues in HRM :

y Human Resource Accounting - Concept, advantages andlimitations

y

Human Resource Audit - Objectives and scopey Group Dynamics and Team Building - nature and significance

y Emotional Quotient and Mentoring - meaning and importance

y Career Planning and Development - nature and importance Need for succession planning.

y Empowerment and Participation - meaning and significance

y Emerging Challenges in HRM - managing workforce diversity-managing downsizing, outsourcing

y Safety and Security Management - Importance.

10. Case Studies

Question Paper Format

y The paper will consist of TWO SECTIONS of 50 Marks each

y Each section will have 5 questions, each question of 10 Marks.

y Questions 1,2, 3, 4 of section I and questions 6, 7, 8, 9 of section II

will be essay type, having either/or option (internal option)y Q.5 in Section I and Q. 10 in Section II will be on Case Study of

10 marks each, with option of writing short notes on any TWO out ofFOUR, each carrying 5 Marks.

y Every essay type question will consist of a term or concept for whichmeaning needs to be written.

Tips1. The moment you get the Question paper on hand devote at least5 minutes with the paper to select the Questions for which you

could write the BEST of the answer.2. After selecting the Questions that you are going to attempt fix

the priority within the selected Questions, in order to attempt inthe order of THE BEST, THE SECOND BEST, THE THIRD BESTand so on.


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3. This act on your part will not only enable you to complete thepaper on time but also, to gain good impression in the eyes ofthe examiner.

4. Start Answer to new Question on a new page.5. Allot 15 minutes each for writing the answer to each Question in

Section I and Section II.6. This will take exactly TWO hours to finish the long answers in

both the sections. Section I (4X15 = 60 minutes)Section II (4X15 = 60 minutes)

7. Allot 20 minutes each for attempting Case Study in both thesections. (20X2 Case Studies = 40 minutes)

8. This gives you 15 more minutes left on hand so, even if, there isa spillover of time for some long answers, the student will find itcomfortable to finish the paper on time and also will be able to

write quality answers.

Question Bank

Section - I

1. Introduction to Marketing:-Definition and features of Marketing.

Scope of Marketing.-Importance of Marketing.-Relationship Marketing.

Role of Marketing Manager in changing marketing environment.-Concepts of Marketing.-M.R. and MIS : meaning, features.-M.R. v/s. MIS.

-Essential components of MIS.-Role of MR and MIS.-Market Opportunity Analysis.

2. Consumer Behaviour and Market Segmentation-Factors influencing Consumer Behaviour.-Consumer Buying Decision Process.


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-Bases of Market Segmentation.-Merits of Market Segmentation.-Essentials of Effective Market Segmentation.-CRM: meaning and importance.-Techniques of CRM.-Strategies to develop Customer Loyalty.-Niche Marketing.

3. Marketing Mix:-Marketing Mix: definition, nature and importance.-Product Mix: definition and product mix decision.-Strategies at Product Life Cycle.-Meaning of a Brand.-Brand Extension: meaning and types.

-Brand Positioning and Brand Equity.-Factors influencing Product Pricing.-Pricing Methods.-Skimming v/s. Penetration Policy.-Factors influencing channel decisions.-Elements of Promotion Mix-Role of advertising, PR, Personal selling.

4. Recent Trends in Marketing:-Services: definition, features, problems in marketing.-Rural Marketing: Factors, problems and measures.-Importance of Social marketing and Green Marketing.-Event Marketing: meaning and recent trends.-Internet marketing: meaning, types, merits and demerits.-Recent trends in telemarketing and retail marketing.

5. Case StudiesORShort Notes

Contd


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Section II

6. Introduction to Human Resource Management :

Conceptual Question:

1) Human Resource Management (HRM)

2) Humana Resource Planning (HRP)

3) Human Resource

4) Job Analysis

5) Job Description

6) Job Specification

7) H.R.I.S

8) Job Design

9) Recruitment

10) Employment Test

11) Types of Interviews12) Induction

13) Placement

14) Job Enrichment

15) Job Evaluation

Long Answers:

Q1. Explain the nature of Human Resource Management.

Q2. Describe the importance (Objectives) of Human Resource

Management.

Q3. What are the functions (Scope) of Human Resource Management?

Q4. Elaborate on the role of HR manager in changing environment.


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Q5. Discuss the importance of Human Resource Planning.

Q6. What steps need to be followed in the process of Human Resource

Planning?

Q7. Describe the uses of Job Analysis.

Q8. Explain the objectives, merits & demerits of the sources of

recruitment.

Q9. What are the steps to be followed in the process of selecting the

potential employees for your organization?

OR

Explain the steps involved in scientific selection process.

Q10. Explain the different types of Employment Test.

Q11. Describe the role (advantages) played by interview.

Q12. Explain the need (importance) of conducting Induction Training.

Q13. Explain the importance of Placement.

7. Human Resource Development (HRD)


1)Human Resource Development.

2)Training & Development.

3)Methods of Managerial Development.

4) Performance Appraisal (Merit rating).5)Techniques/Methods of Performance Appraisal.

6)360 Degree Appraisal.

7)Human Resource Accounting

8)Employee Retention.


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9)Compensation.

10) Performance Related Pay

Long Answers:

Q1. Explain the Nature & scope of Human Resource Development.

Q2. Elaborate on the Objectives & importance of HRD.

Q3. Describe the Importance (purpose) of Training & Development.

Q4. What are the Principles of Training?

Q5. Explain the different types of training managerial personnel.

Q6. Elucidate the Methods of managerial training & development.

(On-The Job methods & Off-The Job methods)

Q7. Describe the Benefits & limitations of Personal training.

Q8. What are the different Methods of personal training? Explain.

(Traditional & Modern)

Q9. Comment on the measures that are adopted to retain employees in

an organization.

Q10. What are the Elements of compensation package?

Q11. Describe the Benefits of performance appraisal.

8. Human Relations


1) Human Relations


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2) Leadership3) Any one of the Leadership styles4) Motivation5) Morale (Employee Morale)

6) Grievance

Long Answers:

1) Explain the nature of Human relations.

2) Describe the importance of Human relations.

3) Elaborate on the traits shown by Effective Leaders.

4) Why is it essential to keep the employees of an Organizationmotivated? (Importance of Motivation)

5) Comment on the factors that motivate a person to work.

6) Explain Maslows Need Hierarchy Theory in detail.

7) Write a note on Herzbergs Two Factor theory on Humanmotivation.

8) Explain McGregors X & Y Theory on motivation.

9) Elucidate on the nature of morale.

10) Maintaining High Morale is important to the Organizationas well as to the Employees. Explain.( Importance of Employee Morale )

11) Explain the causes of Grievances.

12) How can the Management of a company anticipategrievances and prevent them from arising?( Identification of Grievances)

13) Describe the procedure involved in Grievance handling.


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9. Current issues in HRM


1) Human Resource Accounting2) Human Resource Management Audit3) Group Dynamics4) Team Building5) Emotional Quotient (EQ)6) Career Planning7) Career Development8) Succession Planning9) Employee Empowerment10) Employee Participation11) Downsizing12) Outsourcing

Long Answers:

1) What are the elements of Human Resource in HumanResource Accounting?

2) Explain the need for Human Resource Accounting.

3) Describe the advantages & limitations of Human ResourceAccounting.

4) State & explain the objectives of Human ResourceManagement Audit.

5) Elaborate on the scope of Human Resource ManagementAudit.


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6) Describe the nature & significance of Group Dynamics.

7) List & explain the signals that are generally shown to ateam to engage in team building process.

8) Explain the process & significance of Team Building.9) Describe the importance of career planning &

development.

10) Justify the need for succession planning in an organization.

11) Explain the significance of Employee Empowerment &Participation.

12) List & explain the emerging challenges in HRM.

13) Employee safety & security brings benefits to theemployees as well as to the organization. Explain.

9. Case studiesOR

Short Notes

Note : For clear understanding and correct analysisof the given case in the Examination, Students are

advised to practice more case studies over & abovethe cases that were discussed in the class.


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Business Management - 1

Syllabus

1. Introduction To Management

2. Evolution of Management Thought

3. Planning & Decision Making

4. Organising

5. Organisation Structure

6. Delegation of Authority

7. Staffing & Coordination

8. Human Resource Management

9. Job Analysis

10. Training & Development

11. Performance Appraisal

12. Motivating & Leading

13. Directing & Communicating

14. Controlling

15. Management of Change

16. Organisation Development

17. Case Study Method

Contd..


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1.The total marks allotted to the paper is 100.

2.Question no.1 is compulsory. (Concepts)((Any 5 out of 8 Four Marks Each (4x5= 20))

3. Attempt any Four question from Q. nos. 2 to 8

(20 marks each - 20x4 = 80 )

4. Question no. 8 will be a case study.

Tips

1. The moment you get the Question paper on hand devote at least5 minutes with the paper to select the Questions for which youcould write the BEST of the answer.

2. After selecting the Questions that you are going to attempt , fixthe priority within the selected Questions, in order to attempt in

the order of THE BEST, THE SECOND BEST, THE THIRD BESTand so on.


4. Start Answer to new Question on a new page.

5. Allot 15 minutes each for writing the answer to each Questionfrom Question no. 2 to 8 (Any FOUR you need to attempt)(For each Question A & B, 15 minutes each)


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6. This will take exactly TWO hours to finish the long answers(8X15 = 120 minutes)

7. Case Study is Optional.

8. Allot 25 minutes for attempting the CONCEPT Questions(Question no. 1) ((5 minutes each concept question ( 5x5 =25))

9. This gives you 30 more minutes left on hand so, even if, there isa spillover of time for some long answers or Case Study thestudent will find it comfortable to finish the paper on time andalso will be able to write quality answers.

Question Bank

Concept Questions(COMPULSORY- ANY5 OUTOF 8)

1. Conceptual Skill

2. Technical Skill

3. Human Skill

4. Scalar chain5. Gang Plank

6. Time & Motion Study

7. Mission

8. Objectives

9. Strategies

10. Policies

11. Procedures

12. Rules

13. Programmes

14. Budget

15. Schedule


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16. Tactical/Operational Planning

17. Corporate Planning

18. Strategic Planning

19. MBO(Management By Objective)20. Linear Programming

21. Game Theory

22. Simulation

23. Queuing Theory

24. Network Techniques

25. Probability Decision Theory

26. Pay-Off Matrix27. Decision Tree

28. Brain Storming Techniques

29. Nominal Group Techniques

30. Delphi Techniques

31. Quality Circles

32. Heuristic Techniques

33. Formal Organisation

34. Informal Organisation

35. Unity of Command

36. Span of Control

37. Graicunas Theory of Span of Control

38. Tall Organisation

39. Flat Organisation

40. Departmentation

41. Decentralisation

42. Matrix Organisation

43. Line Organisation


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44. Line & Staff Organisation

45. Functional Organisation

46. Committees

47. Delegation of Authority48. Authority, Responsibility & Accountability

49. Self-Control

50. Internal Sources of Recruitment

51. External Sources of Recruitment

52. All Types of Employment Test

53. All Types of Interview

54. Exit Interview55. Group Discussions

56. Assessment Centres

57. Recruitment & Selection

58. Coordination

59. Departmentation

60. Basis/Types of Departmentation

61. Monetary Incentives

62. On The Job Training

63. Off-The Job Training

64. Grapevine

65. Planning Premises

66. Negative Motivation

67. Fatigue Study

68. Job Analysis

69. Time Management

70. Team Motivation

DESCRIPTIVE QUESTION (Any FOUR 10 Marks each)


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Chapter 1- Introduction to Management

Q1. Define Management. Discuss the scope of management.

Q2. Bring out a comprehensive definition of management & explain

any 4 importance of management

Q3. Define Management. Discuss various managerial roles.

Q4. Define Management & bring out its characteristics.

Q5. Is management, a science or an art? Substantiate your answer

Q6. Explain Henry Fayol principles of management.

Chapter2- Evolution of Management Thought

Q1. Discuss contribution of F.W.Taylor to the management thought.

Q2. What is Behavioural School of management?

Q3. Describe the contribution of Elton Mayo in the development of

management

Q4. Discuss the Contingency approach to management.

Q5. Examine & evaluate the System approach to management.

Q6. Contrast between Taylorism & Fayolism .

OR

Who should be called as the Father of Scientific Management, Taylor

or Fayol ? Substantiate your answer.

Chapter 3- Planning & Decision Making


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Q1. Account for the importance of Planning. What is its limitation?

Q2. Define Planning. What are its importance & limitations?

Q3. Define Business Planning. What are its characteristics?OR

Define Planning. Bring out its nature & characteristics.

Q4. Define Planning. How does it benefit an organisation (importance)?

Q5. State & explain pros & cons of planning.

Q6. Define Planning. Describe the steps in planning process.

Q7. Discuss the components of planning.

Q8. What is meant by Decision Making? What are the types of

managerial decision?

Q9. Discuss the various steps in Scientific Decision Making process.

Q10. Discuss the steps in MBO process.

Q11. Right decision making is the acid test of managerial ability?

Explain.

Contd

Chapter 4 - Organising

Q1. Define Delegation of Authority. What are the barriers to effective

delegation (problems encountered in delegation of authority)?

Q2. How to overcome obstacles in delegation ? (Principles of effective

delegation)


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Q3. Discuss the factors affecting Span of Control.

Q4. What is meant by Matrix organisation? Is it still relevant & useful?

Q5. What is meant by Span of Management? With modern means of

communication, can be it increased to any extent?

Q6. Suggest measures to resolve & prevent conflict between Line &

Staff.

Q7.Explain the reason for the conflict between Line & Staff

organisationOR

Discuss the nature of conflict between Line & Staff organisation.

Q8. What is meant by departmentation? Give the advantage &

limitation of departmentation.

Q9. What is Departmentation? What is the basis of departmentation?

Chapter 5 - Organisation structure

Q1. Define Organisation. What are the principles of sound

organisation?

Q2. With the help of suitable diagram, explain the Functional

Organisation and discuss its advantages.

Q3. What is meant by Matrix organisation? Is it still relevant & useful?

Q4. Suggest measures to resolve & prevent conflict between Line &

Staff.


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Q5. Explain the reason for the conflict between Line & Staff

organisation

OR

Discuss the nature of conflict between Line & Staff organisation.

Chapter 6 - Delegation of Authority

Q1. Define Delegation of Authority. What are the barriers to effective

Delegation? (Problems encountered in delegation of authority)

Q2. How to overcome obstacles in delegation ? (Principles of effective

delegation)

Q3. What is Delegation of Authority? Describe the steps (process)

involved in the delegation process.

Q4. What is Delegation of Authority? Explain the importance

(advantages) of delegation.

Q5. Distinguish between Delegation & Decentralization of Authority.

Explain why manager hesitate to delegate.

Q6. Explain the principles of Authority, Responsibility & Accountability.

OR

Explain the inter-relation between Authority, Responsibility and

Accountability

Chapter 7 - Staffing and Co-ordination

Q1. Explain the external sources of Recruitment.

Q2. What is Recruitment? Explain the internal sources of recruitment.


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Q3. Define Recruitment. How does it differ from Selection?

Q4. Describe the Selection process in detail.

OR

What are the steps included in Scientific Selection process?

Q5. Describe the role (advantage) of Interview both to the company as

well as to candidates.

Q6. Co-ordination is an essence of management. Explain.

Q7. What are the principles of effective co-ordination?

Chapter 8 - Human Resource Management

Q1.What are the causes of turnover of managerial staff?

How can it be prevented?

Q2. Define Human Resource Management. (Go through Nature &

objectives)

Q3. Describe the scope (importance) of HRM.

Q4. Need and importance of Human Resource Planning.

Q5. Explain why strategic human resource management can help

an organization gain a competitive advantage?

Chapter 9 - Job Analysis

Q1. What is Job Analysis? Explain the need & importance of job

analysis. (Include components in definition).

Chapter 10 - Training & Development


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Q1. Discuss any 5 methods of training managerial staff.

Q2. Why is training important? What are the different methods of

employer training? Explain.

Q3. Elaborate on the essentials of a good training programme?

(Principles & Essentials).

Chapter 11 - Performance Appraisal

Q1. What are the various methods of Performance Appraisal? Discuss

them. (Techniques).

Q2. What is meant by Performance Appraisal? What are the

limitations?

Q3. What is Performance Appraisal? Explain the purpose of P.A.

(Needs, Importance, and Uses).

Q4. Explain the principles to be followed to make P.A. more effective.(Guidelines)

Contd

Chapter 12 - Motivating & Leading

Q1.Define motivation. Why people have to be motivated? With what

incentives can they be motivated?

Q2.Discuss in detail the Maslows contribution to the theory of

motivation.


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Q3. State & explain any 2 theories of motivation.

Q4.What do you understand by motivation? Explain different factors

influencing motivation?

Q5. Explain Mc Gregors theory X & theory Y.

Q6.Explain Herzbergs two factors theory. Is it similar to Maslows need

hierarchy theory?

Q7.Define Leadership & bring out the qualities or characteristics of a

good leader.

Q8. Discuss the different leadership styles.

Chapter 13 - Directing & Communicating

Q1.With the help of diagram, explain the process of communication &

point out the barriers of communication likely to occur.

OR

Describe diagrammatically, the process of communication with

common hindrance in it.

Q2.What is Communication? Explain the guidelines for improving

communication.

Q3.Define Communication. Explain an organisational communication

process.

Q4.What are the barriers in effective communication? How

communication can coax & kindle team spirit.

OR

Discuss the factors that hinder the organisational communication


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process.

Q5.What is Communication? How can be barriers to communication be

removed?

Chapter 14 - Controlling

Q1.What is Controlling? Explain any 4 modern techniques of

controlling.

OR

State & explain any 4 control techniques in detail.

Q2. What is Controlling? Discuss the various stages (steps) in a standard

control process.

Q3. Explain the purpose & process of controlling. How control can be

minimized without affecting quality of work?

Q4. Highlight the features control system & discuss the steps in

controlling.

Chapter 15 - Management of Change

Q1. What is Change Management? Why do people resist change?

Q2.What are the ways in which a manager can initiate changes

positively?

OR

What is suitable process of Management of Change without

antagonizing people?

Q3. Why do people resist change? How can resistance to change be


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minimized?

Q4. Suggest method for managing changes in organisation.

Chapter 16 - Organisation Development

Q1. Discuss the various method of organisational development.

Q2. Discuss the factors & forces that create an ideal organisation

climate.


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Business Management 2

CONTENT TABLE 1

Contents as per text book

1. Nature of Financial Management2. Study of Financial Statements

3. Comparative Statements, Common-size Statements, and Trend Analysis

4. Ratio Analysis

5. Sources of Finance

6. Statement of Sources and Application of Funds

7. Capital Budgeting

8. Working Capital

9. Receivable Management

10.Cash and Marketable Securities Management

11.Basic Principles of Cost Accounting12.Marginal Costing

13.Case Study

Out of the above 13 topics, the students need to concentrate more on 7 topics from which the

practical questions are being asked. The rest of the topics contain more of theory.

CONTENT TABLE 2

Contents as per Importance from the Examination point of view

1. Statement of Sources and Application of Funds (Funds flow Statement)2. Basic Principles of Cost Accounting (Cost Sheet)

3. Working Capital

4. Ratio Analysis


6. Marginal Costing



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9. Cash and Marketable Securities Management

10.Sources of Finance

11.Nature of Financial Management

12.Study of Financial Statements

13.Case Study

But the above order is decided based on the importance and the frequency of the topic being

asked in the exam, which means the topics listed as No.1 is the most important topic but may not

be the easiest one to handle. Hence, the following list is prepared keeping in mind the difficulty

level of the topics. Hence, Topic No.1 would be the easiest to understand and to score and the

students are advised to attempt the questions in the exam also based on the following order. It is

not compulsory to attempt Q.1 as the very first question in the exam.

CONTENT TABLE 3

Contents as per the Difficulty Level (Easiest topic 1st)

1. Marginal Costing


3. Working Capital

4. Ratio Analysis


6. Basic Principles of Cost Accounting (Cost Sheet)

7. Statement of Sources and Application of Funds (Funds flow Statement)


9. Cash and Marketable Securities Management

10.Sources of Finance

11.Nature of Financial Management

12.Study of Financial Statements

13.Case Study

Paper Pattern as printed in the text book

There must be 8 questions out of which 5 questions must be practical orientation. Totalquestions to be attempted 5 out of which 1 will be compulsory. Practical question be asked on

Chapter No. 3, 4, 5, 10, and 11. Case Study question should be asked on 8 and 9.

Actual Paper Pattern


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y 8 Questions out of which 5 will be practical oriented, 2 will be Theory questions and 1

will be case study. Hence Q.1 to Q.5 will be practical, Q.6 & Q.7 will be theory & Q.8

will be case study. Q.1 will be a compulsory question, entirely practical, carrying 20

marks.

y The practical questions would be from Topic No. 1-7 from content table 2 and the case

study question will be from 8 and 9 from content table 2. The theory questions would be

most probably from topic nos. 10, 11 & 12 from content table 2.

y The students have to attempt 5 questions in all. Each question carries 20 marks each.

y Most of the practical questions would be single question of 20 marks.

y Approx, 2 questions out of the 5 practical questions may have a combination of practical

and theory with 15 marks being allocated for practical and 5 marks for a small theory

question.

y 2 questions would be pure theory questions, which will have 2 questions of 10 marks

each and 1 question will be a case study worth 20 marks.

Examination Tips for Students

y As mentioned in content table 3, while attempting the paper, the 1st question that the

students should begin with should be marginal costing. Its a topic which can be

attempted in 10 minutes and maximum marks can be scored, but while attempting this

question, care should be taken to first prepare the cost structure, then write the formula

for each answer and to highlight each answer, because marks are allocated not only for

the final answers but for formulae as well.

y The second question to be attempted should be either comparative or common size or

trend but caution should be exercised because this topic, although one of the easiest

topics in the syllabus is also one of the lengthier topics. Hence, the students should look

at the question carefully. If the question appears to be long, and contains both P/L

account as well as balance sheet, it is advisable to attempt other questions first because

attempting this question then will consume a considerable amount of time. Also, another

point that needs to be taken care of is to read the question carefully because most of the

time the students will be required to write their comments in this question, which most of

the students forget to write. But if the question does not specifically ask you to writecomments there is no need to write comments.

y The third question to be attempted should be Working Capital. This is a topic which can

be solved in approx 20 minutes hence, takes less time and gives you good marks. Care


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should be taken to show calculations for each figure of the working capital, especially

Work In Progress.

y The 4th question to be attempted should be Ratio Analysis. Again, the students are

advised to read the question carefully because sometimes in this topic the students would

be asked to convert the given P/L account and balance sheet in the vertical form and then

calculate the required ratios. But, if not asked specifically the students can omit

converting the given P/L account and balance sheet in the vertical from, but it is

recommended that the students do so whether asked or not as this will reduce the errors

which most students commit while calculating ratios.

y The 5th question to be attempted should be Capital Budgeting. Although a small and

easier topic, still it is suggested to attempt it later because sometimes this topic is not

asked in the exam. Care should be taken while preparing the calculation table because ifyou make a mistake in the table, the entire question goes wrong. Hence, this is a little

risky topic as well because one small mistake can lead to dire consequences.

y The 6th question to be attempted should be Cost Sheet. This is one of the difficult topics

in the paper and sometimes lengthy as well. The format of this topic is a lot similar to

topic no. 2 and 4 from content table 3. Hence, the students get confused between the 3

topics on a regular basis.

y The last topic to be attempted should be Funds Flow Statement. Not only is this the most

difficult topic, but also the lengthiest of all and hence it is recommended to attempt it at

the end. Otherwise, the students might be left with very little time to attempt the other

questions.

y There is 1 question in the paper which will be a case study question based on topic no. 8

or 9 from content table 3. It is advised to avoid this question as far as possible because

most students face difficulty in solving it.

y As mentioned earlier, there will be 3 theory questions in the paper, 2 having 2 long

questions of 10 marks each and 1 having 4 short questions of 5 marks each. The students

are expected to write a minimum of 2 sides for a 10 mark question and 1 side for a 5

mark question. The theory questions are very repetitive in nature and hence the students

are advised to go through the last 5 years papers and identify the most common questions

and study those only.


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y The compulsory question is usually asked from topic nos. 1 4 from content table 2.

Business Management 3 (Marketing Management)

Syllabus1. Marketing Management- Definition-need and importance-coreconcepts-need, wants, demand,value, satisfaction, exchange and transaction-supply chain-customersatisfaction-retention-casestudies2. Current Marketing Environment in India with special reference toLiberalization, Globalization

and Privatization- economic environment-demographic-technological -natural - political - sociocultural. Change in market practices- e-marketing -global marketing- casestudies3. Product Positioning - meaning - importance - strategies product lifecycle marketing strategies- total offering of a product- case studies4. Promotion Mix- Meaning- objectives- elements-factors influencing-promotion strategy- case studies5. Pricing- meaning-objectives-methods-strategies- case studies

6. Sales Forecasting- meaning- importance - methods analyzingconsumer markets and buyerbehaviour- buying decision process - organizational buying behaviour7. Strategic Marketing Process - Meaning- importance - steps - corporatemission - SBU - BCGmodel - SWOT analysis strategic formulation - strategic alliances -implementation - feedback and


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control8. Dealing with Competition - competitive forces - identifying competitors- designing competitivestrategies- case studies9. Services Marketing - meaning- characteristics of services and theirmarketing implications -strategies for service firms - managing service quality - managingproductivity - managing productsupport services - marketing mix for service marketing10. Rural Marketing - meaning - current Indian rural market scenario -scope - difficulties strategies to cope up- case studies


Q. 1 will be Compulsory (Concept Testing) (20 Marks)

Any Five out of Eight (5x4 = 20)

Attempt any FOUR questions, From Q.2 to Q.8 (20 marks each)

Of which Q.8 will be a case study.

(4X20 = 80) (80 Marks)

______________

TOTAL 100 Marks

______________

Tips

6. The moment you get the Question paper on hand devote at least5 minutes with the paper to select the Questions for which you

could write the BEST of the answer.7. After selecting the Questions that you are going to attempt fix

the priority within the selected Questions, in order to attempt inthe order of THE BEST, THE SECOND BEST, THE THIRD BESTand so on.


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9. Start Answer to new Question on a new page.10.

Allot 5 minutes each for writing the answer to each ConceptQuestion. (Question No.1).11.Allot 30 minutes for writing answers to Questions from Question

no.2 to Question no.8. (Question A 15minutes & Question B 15minutes).

12.This gives you 25 more minutes left on hand so, even if, there isa spillover of time for some long answers, the student will find itcomfortable to finish the paper on time and also will be able towrite quality answers.

Question bank

I) Marketing Management

a) Define Marketing : Explain itsfeatures and functions of Marketing.

b) What are the functions of Marketing Management ?

(Note : This is not same as Q.1.)

c) Explain the following concepts (changing philosophies) of Marketing.

(i) Production Concept (ii)Product Concept

(iii)Selling Concept (iv)Marketing Concept

(v)Societal Marketing Concept. (vi) Relationship marketing.

d) Why is Marketing an important business function?

(importance and role of Marketing)

e) Know following core concepts as well (imp) for Q.1


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(1)Customer Delight

(2)Customer Relationship Management

(3)Customer Satisfaction

(4) Needs, wants and demand.

(5) Customer value

(6) Customer Retention.

II) Marketing Environment V.IMP.

1. Explain / list the Macro Environmental factors and discuss how the

Post liberalization Macro Environmental changes have created

marketing opportunities. (Suitable examples are must) (Have sufficient

material for each MACRO Environment)

2. a)Explain Micro environmental factors.

b) Why is environmental scanning important for designing Marketing

Strategy?

3. Explain in brief the current Indian Marketing environment

III) Global marketing and E-marketing

a) Explain the reasons for entry in global markets.

b) Briefly explain the various options available to a marketer to enter in

global markets.

c) Explain in brief global marketing strategies.

d) Explain the guidelines to get success in the global markets.


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e) Write a note on e-marketing

IV. Product Positioning, Product life cycle, product offering

a. Explain the steps in product positioning

b. Explain the various product positioning strategies.

c. Explain the theory of Product Life Cycle (PLC) along with marketing strategie

to be adopted at each stage. (Diagram is must)

d. Write a note on Branding(essentials) and packaging.(essentials and

importance)

e. What are the steps in developing new products? Why is new produc

development important?

f. Explain product mix. Product line and product positioning.

g. Write a note on Product concept in detail.

(V) PROMOTION

a) What are the various components/elements of Promotion mix?

b) What factors influence Promotion decisions?

(VI) PRICING

a) What factors influence pricing decisions?

b) What are the principal pricing methods?

c) Explain pricing strategies (Penetration & skimming imp.)

VII) SALES FORECASTING


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a) Define sales / Demand forecasting.

b) Explain qualitative and quantitative methods of sales forecasting.

d) Distinguish between consumer and organizational buyer behaviour.

e) Explain Factors influencing buyer behaviour.

f) Explain the consumer purchase decision process.

g) Write a detailed note on Organisational Buying Behaviour

VIIII)Strategic Marketing Process

a) Explain the steps in strategic marketing process.

b) Explain the steps in strategic Marketing Planning. (Student must

understand that answers to (a) and (b) will be somewhat different)

c) Write a note on:

(i) Business Mission (ii) Business Objectives

(iii) SBU (iv)Swot analysis

(v)BCG Matrix.

IX) Dealing with competition

a. Write a note on Michael Porters model of competitive forces.

b. How would you identify competitors and suggest competitive

strategies to deal with competitors in India.


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c. How would you design competitive strategies----

As a market leader

As a market challenger

As a market follower

As a niche marketer

X) Services Marketing

a) Define Service Marketing. Explain the characteristics of services

b) How will you prepare a marketing mix for services ?

XI) Rural Marketing

a) Explain briefly the profile of rural markets.

b) What are the main problems/difficulties faced by marketers in rural

markets?

c) Suggest measures to resolve rural marketing problems.

Write notes on

a) Global Marketing

b) Customer Service.

c) Rural Marketing

d) Internet Marketing/Emarketing.


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CONCEPT QUESTIONS (Not more than eight lines)

1. Brand Piracy

2. Market Penetration

3. Packaging

4. Delighted Customer

5. Global Marketing

6. Product Positioning

7. Niche Marketing

8. Product Line and Product Mix10. Marketing Mix

11. Internet Marketing

12. Selling Concept

14. Advertising

15. Product Mix

17. Skimming Strategy

18. Market Forecast

19. Customer Service

21. Rural Marketing

22. Branding

24. Packing and Packaging


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Export Marketing

Syllabus1. Introduction to Export Marketing

Meaning and features of Export Marketing - Importance of Exports for a nation

and a firm- Difference between domestic marketing and export marketing-

Motivations for export marketing - Present problems faced by Indian exports -

Trends in World Trade - the sunrise exports, review of Services Export,

Composition and Direction of India's Export trade since 2000, Reasons for India's

poor share in world trade.

2. International Marketing

Meaning, trade barriers- tariffs and non-tariffs- WTO and its implications on

International Marketing with reference to agreements : TRIPS, TRIMS, GATS,

Agreements on Agriculture and its implications on developing Nations- Regional

Economic Groupings - Implication of Trade blocs for International Marketing-

Major regional economic grouping - EU, NAFTA, ASEAN, SAARC- Global System of

Trade Preferences among Developing Countries (GSTP)

3. Preliminaries for Starting Export Business

Overseas market research - Identifying foreign markets- factors for selecting

foreign markets Products planning strategies for export- New product

development Process- International Product Life cycle- Methods of entry in

foreign markets- Channels of Distribution in export markets- Warehousing and its

Case Studies.

4. Export Marketing and Promotional Organizations in India

Export Marketing Organisation - Export Promotion Organisations- Export

Promotion Councils- Commodity Boards- MPEDA- APEDA- FIEO- IIFT- National

Council for Trade Information (NCTI)- ITPO- EIC- IIPICA- Department of


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Commercial Intelligence and Statistics- Directorat General of Foreign Trade-

Chamber of Commerce- STPs- EOUs- SEZs- Sales in DTA- Incentives to nits in SEZs-

Contributor of SEZs in India's exports.

5. Foreign Trade Policy (FTP)

Main objective- Highlights of FTP 2009-2014- Special Focus Initiative- Towns of

Export Excellence- Eligibility Criteria for Export Houses/ Star Export Houses/

Trading Houses / Star Trading Houses / Premier Trading Houses- Privileges of

Export and Trading House Status Holders- Negative list of exports.

6. Export Pricing

Factors determining export price- Basic data required for export pricing decisions,

Marginal cost pricing- Export Pricing Strategies- Main Export Pricing Quotations-

Break even point- Simple problems on FOB Pricing

7. Export Finance

Meaning and types of export finance- Features of Pre-shipment and Post-shipment Finance- Role of Commercial banks, EXIM bank, SIDBI and ECGC in

Export Finance scheme of EXIM bank- Methods of payment used in international

trade- Terms of Payment an factors determining payment terms- Letter of Credit-

Procedure for opening L/C, Parties involved, Important types of L/C.

8. Export Procedure

Stages in export procedure- Excise clearance procedure- Role of Custom House

Agents (CHA)- Shipping and Customs formalities- Marine Insurance- Negotiation

of Export Documents- Realization of Export Proceeds- ISO Certification- Procedure

for obtaining ISO Certification.

9. Export Documentation


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Main documents used in export trade and their importance in export trade-

Commercial Invoice- Shipping Bill- Certificate of Origin- Consular Invoice- Mate's

Receipt- Bill of Lading- GR Form.

10. Export Assistance and Incentives

Main export incentives extended to Indian exporters by the Indian government-

Duty Drawback- EPCGScheme- MDA- MAI- DEPB Scheme- Deemed Exports-

ASIDE- Other incentives available to Indian exporters.

List of books for reference :

1. International Marketing- P K Vasudeva- Excel Books, New Delhi.

2. International Marketing Management- An Indian Perspective- R.L.Varshney &

B.Bhattacharya Sultan Chand & Sons, New Delhi.

3. Foreign Trade Policy 2009-14, Government of India, Ministry of Commerce and

Industry.


NB Attempt all Questions

1) Explain the meaning of the following terms/concepts in about 30

words(any eight)

(Twelve terms/ concepts from the entire syllabus 8x2 16

marks)

2) Answer the following

(Any Two from Four question from module one and Two) 16

marks

3) Answer the following

(Any Two from Four question from module three, four and Five) 16

marks


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4) Answer any two from the following 16

marks

a) Simple problem on calculation of minimum FOB price(module V)

b) One case study with two question (relating to module three)

c) One Question from module sixd) One question from module seven

5) Answer the following 16

marks

(Any Two from Four Question from module eight, nine,

Tipsy Start each question on New page.

y Dont leave Blank space in between the answer.

y Underline the heading of the points.

y Always end up your answer with the good conclusion.

y Always select that question which you can attempt very well as first

impression last forever.

y

Leave blank line after every points explanation.

y Distinguish between should always be written in paragraph form.

y Draw charts wherever necessary.


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y Use facts and figures wherever possible as it enhances the quality of your

answer.

y For 8 marks question write at least 10 points explanation for each points about

4-6 lines.

y For 2 marks objective question answer should be about 4-6 lines.

y Write question and sub question number clearly

y Problems on FOB Price- block or underline the answer both in rupees and in

foreign Currency.

Question Bank

Section I

Objective questions

1. Export marketing

2. Sunrise exports

3. Four specific problems in export manager

4.

Service as the engine of exports

5. Four measures to improve Indias share of export

6. TRIMS

7. TRIPS

8. Dumping

9. Trade blocs

10.Quota


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11.Group of 77

12.SAARC

13.Free trade Area

14.NAFTA

15.ASEAN16.warehousing

17.Direct exporting

18.Indirect exporting

19.Product positioning

20.International product life cycle

21.Star Export house

22.NCTI

23.Export promotion council

24.IIP25.IIFT

26.FIEO

27.DGFT

28.Town of excellence

29.Free Trade Zone

30.Special Economic Zone

31.Break even point

32.ITPO

33.Negative list of Export34.Four features ofFTP 2009-14

35.WTO

36.VAT

37.Skimming Pricing strategy

Descriptive Questions

1. Define export marketing and explain its features.

2. State the difficulties in export marketing.

3. Discuss the motivations for export marketing

4. Explain Indias export trade scenario.

5. Briefly explain the composition and direction of Indias export trade.

6. Explain the reasons /causes of poor export performance.

7. Suggest the measures to increase Indias share in world market.


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8. Define international marketing and explain the features of export

marketing.

9. Critically evaluate the working of WTO.

10.What is GSTP? How it is useful to the developing countries

11.Discuss the steps in New Product Development12.What is direct exporting? What are its advantages?

13.Discuss the merits and demerit of indirect exporting

14.Explain the product planning strategies for exports

15.Explain the procedure to conduct the overseas marketing research

16.What are the methods of entry in foreign market?

17.Explain the necessity of warehousing in Export marketing

18.Explain the procedure to identify the foreign markets.

19.Discuss the role and functions of Export promotion council.

20.Explain the meaning of SEZ and highlight the distinctive features of SEZs21.Discuss the role of Directorate general of foreign trade.

22.Discuss the incentives available to units in Special Economic Zones.

23.Explain in brief broad features of Foreign Trade Policy 2009-14

21 Discuss the functions and services of ITPO.

22. What is Star Export house? Explain their functions.

23. Discuss the factor determining the export pricing

24 Explain the various types of cost in the export pricing.

25 Discuss the type of export price quotation.

Distinguish between

1. Domestic marketing /exports marketing

2. Tariff barrier / non tariff barriers

3. Direct marketing / Indirect marketing

Short notes

1. unctions of export marketing

2. Composition of Indias export trade

3. General implication of WTO

4. Tariff barrier

5. Non tariff barriers


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6. SAARC

7. ASEAN

8. NAFTA

9. EU

10.Channels of distribution in export market11.Export house

12.FIEO

13.APEDA

14.IIP

15.IIFT

16.Commodity Board

17.ICA

18.Techno parks

19.EPZz20.STPs

21.SEZs

22.DGCI&S

23.FTP 2009-14

24.Town of excellence

Section II

Objective question

1. Letter of credit

2. Lines of credit

3. Seed capital scheme

4. overseas buyer credit

5. ECGC

6. Packing Credit

7. Deferred credit

8. Forfaiting Scheme.

9. Document against payment

10.Document against acceptance

11.Back to Back letter of credit

12.Break even point

13.FOB Quotation

14.Consignment stock payment

15.International money order


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16.Green clause letter of credit

17.OGL

18.Canalization of exports

19.Deemed exports

20.Export under bond21.Carting order

22.Export worthy unit

23.Customs appraiser

24.Skimming pricing strategy

25 Deferred credit

27 SIDBI

28 Certificate of Origin

29Consular invoice

30Bill of Lading31Mate receipt

32Duty Draw back

33IRMAC

34EPCG Scheme

35Post Shipment Credit

36IEC number

37Penetrating pricing strategy

38Blanket permit

39DEPB Scheme40Marketing Development Assistance

41ASIDE

42 SIL

Descriptive Questions

1. Explain the procedure involved in obtaining packing credit

2. Explain the procedure involved in post shipment credit

3. Discuss the function of EXIM Bank

4. Explain the role of ECGC in export development of India.

5. Discuss the role played by SIDBI in export development of India


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6. What are the factors determining the payment terms?

7. Explain in brief various methods of payment.

8. What is letter of credit? Briefly explain the procedure involved in Letter of

credit.

9. Explain in brief the preshipment stage of export procedure.

10 Explain the procedure to obtain ISO 9000 certification.

11 Explain the procedure to appoint custom house agent

12 Explain the procedure in obtaining marine insurance policy

13 Explain the custom clearance formalities

14. State and explain briefly main documents required by custom authorities at

the port of shipment.

15. State various incentives available to Indian exporter.

16.What are the major lending programmes of EXIM bank

17.Write a note on non fund based assistance provided by commercial banks to

exporters

18.Explain the procedure involved in realization of export incentives.

19What is shipping Bill? Explain its importance and contents.

20.What is Bill of Lading? Explain its importance in export marketing.

21.State the meaning and importance of Commericial Invoice.

22. Explain in brief , the various export pricing strategies

23 Discuss the forfaiting scheme of EXIM BANK.

24 Explain the procedure for excise clearance.

Distinguish Between


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1. Mate Receipt Vs Bill of Lading

2. Document Against Payment Vs Document Against Acceptance

3. Preshipment Finance Vs Post shipment Finance

4. Skimming Pricing Strategy Vs Penetrating Pricing Strategy

5. FOB Price Quotation Vs CIF Price QuotationShort Notes

1. Method of post shipment finance

2. letter of credit

3. ISO 9000

4. Quality control and pre-shipment Inspection

5. proforma Invoice

6. consular Invoice

7.

Certificate of Origin.

8. Bill of lading

9. Export Promotion capital goods

10.MDA

11.Export incentives


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MARKETING RESEARCH

Syllabus

Unit I - Introduction to Marketing RsearchMarketing Research - Definition and Growth - Marketing InformationSystem and Marketing Research -Growing importance of Marketing Rsearch - Advantages and Problems ofMarketing Research -Liberalisation and Marketing Research.

Unit II - Branches of Marketing ResearchImportance - Components with reference to Product Research, PriceResearch, Placing Researcgh,Promotion Research, Sales and Advertising Research, Consumer'sResearch, Test Marketing - Shop

Audit, Research for Marketing Events.

Unit III - Methods of Conducting Marketing ResearchDesk Research - Field Investigation - Observation - Garbage Analysis -Experimentation - ConsumerPanel - Shop Audit.


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Unit IV - Techniques of Conducting Marketing Researcha. Detailed study of steps involved in Marketing Research - Population -Sampling - Methods ofSampling - Comparative study of Methods of Sampling.

b. Sources of Collection of data - Primary Sources - Secondary Sources -Comparative Advantagesand Disadvantages - Methods of Collecting Primary and Secondary Data -Questionnaire - Pilotand Final Questionnaire - Types of Questions - Why Test - Advantages ofQuestionnaire.c. Data Processing - Editing - Classification - Tabulation - Interpretation -Use of Popular StatisticalMethods - SPSS - Technology in Data Processing.d. Reporting - Types - Contents - Essentials - Significance.

Unit V - Organising Marketing Research ActivitySeparate Research Department - Professional Agencies - Advantages andLimitations - Professional MarketingResearch Agencies in India. Comparative Study between Owned and HiredMarketing Research activities.

Unit VI - Rural Marketing and Marketing ResearchFeatures of Rural Market - Factors contributing to the growth of Rural

Marketing - Significance of Marketing Research in Rural Marketing.

Unit VII - Current IssuesProfile of Marketing Research in Commodity Marketing - Financial SecurityMarketing - Service Marketing- International MarketingProfessional Standards in Marketing Research - Ethics - Social

Responsibility in Marketing Research.


Section I

Q1 Explain the following concepts (Any eight) (16 marks)

Q2 Answer any two of the following (out of three): (16 marks)


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Q3. Answer any two of the following(out of three): (16 marks)

Q4 Answer any two of the following(out of three): (16 marks)

Q5 Answer any two of the following(out of three): (16 marks)

Section II(only for distance education students)

Q6 Write Short notes (any four) (20 marks)

Tips

1. Answers to the new question must begin on a new page.

2.Read the given instructions carefully.3. Regular students will have to attempt only Section I . Section II is

meant only for distance education students.

4.The total marks allotted for the paper is 80 for the regular students since20 marks are allotted for the project work.

5. Allot 30 minutes for writing each answer to Questions fromQuestion no.2 to Question no.5.

6.This gives you 30 more minutes left on hand so, even if, there isa spillover of time for some long answers, the student will find itcomfortable to finish the paper on time and also will be able towrite quality answers

Question Bank

1.Introduction to Marketing Research

Definition and features of M.R.


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Functions of M.RComponents and features of MISDifference between MR and MISUses of MISNeed for marketing researchBenefits of marketing researchScope of marketing research.Problems of marketing research

2.Branches of M.R.Areas covered by product researchMethods of conducting product research

Steps involved in new product developmentImportance of Packaging researchImportance of brand researchObjectives of Sales ResearchScope of Sales ResearchScope of Advertising ResearchMethods of Sales forecastingMarketing research in Event MarketingImportance of event marketing

Scope of event marketing.Objectives and methods of consumer research

3.Methods of conducting researchTypes of research designMethods of data collection (desk research and field research)-merits anddemeritsSources of secondary dataSteps in the construction of Research designInterpretation of data

Significance, and demerits of consumer panel.

4.Techniques of conducting Marketing ResearchSteps in Marketing Research ProcessQualities of a good investigatorMethods of Sampling


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Types of samplingProcess of samplingEssentials of a good QuestionnaireProcedure of developing a Questionnaire.Importance of Pre-testing/Piloting of Questionaire (Why test)Types of questionsSteps in analysis of data.Types of editingMethods of classification of dataGuidelines for codingMethods of tabulationProcedure of interpretation of dataSPSS overview.Types of reports

Contents of ReportCharacteristics of a good research reportImportance of research report

5.Organizing Marketing research activityOrganization structure of Marketing Research DepartmentMethods of organizing Marketing Research Department

6.Rural Marketing and Marketing research

Factors contributing to the growth of rural marketsRole and importance of marketing research in rural marketingServices offered by Professional AgenciesMarketing research agencies in IndiaUse of advanced techniques in marketing researchProfessional standards /ethics in marketing research

7.Current AffairsRole of marketing research in marketing financial securities.Role of marketing research in International Marketing

Role of marketing research in service marketing

Concepts:Marketing researchMarketing Information System


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Product researchPackaging researchTest MarketingSales forecastingRecall testProjective test

Advertising researchEvent marketingBrand imageTest marketingConsumer ResearchMotivation ResearchExploratory researchDescriptive research

Experimental researchDesk researchSecondary dataPrimary dataRetail auditShop auditGarbage analysisResearch designSampling

PopulationSampling errorsSampling frameSampling unitQuestionnaireCheck -ListProbability samplingNon-probability samplingEditingClassification of data

Marketing research reportTabulationResearch report


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