Human Resource Management
Section A: Objective Type & Short Questions (30 marks)
This section consists of Multiple Choice and Short Answer type questions.
Answer all the questions.
Objective Question carries 1 mark each &Short Question carries 5 marks each.
Part One
Multiple Choices:
1. It is a cultural attitude marked by the tendency to regard one’s own culture as superior to others
a. Geocentrism
b. Polycentrism
c. Ethnocentrism
d. Egocentrism
2. It is the systemic study of job requirements & those factors that influence the performance of
those job requirements
a. Job analysis
b. Job rotation
c. Job circulation
d. Job description
3. This Act provides an assistance for minimum statutory wages for scheduled employment
a. Payment of Wages Act, 1936
b. Minimum Wages Act, 1948
c. Factories Act, 1948
d. Payment of Gratuity act, 1972
4. __________ is the actual posting of an employee to a specific job
a. Induction
b. Placement
c. Attrition
d. None
5. Broadening an individual’s knowledge, skills & abilities for future responsibilities is known as
a. Training
b. Development
c. Education
d. Mentoring
Examination Paper of Human Resource Management
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IIBM Institute of Business Management
6. Change that is designed and implemented in an orderly and timely fashion in anticipation of
future events
a. Planned change
b. Technology change
c. Structural change
d. None
7. It is a process for setting goals and monitoring progress towards achieving those goals
a. Performance appraisal
b. Performance gap
c. Performance factor
d. Performance management system
8. A method which requires the rates to provide a subjective performance evaluation along a scale
from low to high
a. Assessment centre
b. Checklist
c. Rating scale
d. Monitoring
9. It is the sum of knowledge, skills, attitudes, commitment, values and the liking of the people in an
organization
a. Human resources
b. Personal management
c. Human resource management
d. Productivity
10. A learning exercise representing a real-life situation where trainees compete with each other to
achieve specific objectives
a. Executive development
b. Management game
c. Programmed learning
d. Understudy
Part Two:
1. What is the importance of Career Planning in industry?
2. List the various features of HRM.
3. How can you explain the concept of Performance Appraisal?
4. Differentiate between on- the- job and off- the- job training.
END OF SECTION A
Examination Paper of Human Resource Management
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IIBM Institute of Business Management
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 150-200 words).
Caselet 1
Uptron Electronics Limited, is a pioneering and internationally reputed firm in the electronics
industry. It is one of the largest firm in the country. It attracted employees from internationallyreputed
institute and industries by offering high salaries, perks, etc. It has advertized for the position
of an electronic engineer recently. Nearly 150 candidates applied for the jobMr. Sashidhar, an
electronics Engineering Graduate from the Indian Institute Of Technology with 5 years working
experience in a medium sized electronics firm, was selected from among the 130 candidates who took
tests and interview. The interview board recommended an enhancement in his salary by Rs 5,000
more than his present salary at his request. Mr Sashidhar was very happy to achieve this and he was
congratulated by a number of people including his previous employer for his brilliant interview
performance, and wished him good luck.
Mr Sashidhar joined Uptyron Electronics Ltd., on 21st January, 2002, with greater enthusiasm. He
also found his job to be quite comfortable and a challenging one and he felt it was prestigious to work
with this company during the formative years of his career. He found his superiors as well as
subordinates to be friendly and cooperative. But this climate did not live long. After one year of his
service, he slowly learnt about a number of unpleasant stories about the company, management, the
superior subordinate relations, rate of employee turnover, especially at higher level But he decided to
stay on as he has promised several things to the management in the interview. He wanted to please
and change the attitude of management through his diligent performance, firm commitment and
dedication. He started maximizing his contributions and the management got the impression that Mr.
Sashidhar had settled down and will remain in the company.
After some time, the superiors started riding rough- shod over Mr Sashidhar. He was overloaded with
multifarious jobs. His freedom in deciding and executing was cut down. He was ill treated on a
number of occasions before his subordinates. His colleagues also started assigning their
responsibilities to Mr Sashidhar. Consequently there were imbalances in his family life and
organizational life. But he seemed to be calm and contented. Management felt that Mr Sashidhar had
the potential to bear with many more organizational responsibilities.
So the general manager was quite surprised to see the resignation letter of Mr Sashidhar along with a
cheque equivalent to a month’s salary one fine morning on 18th January, 2004. The General Manager
failed to convince Mr Sashidhar to withdraw his resignation. The General Manager relieved him on
25th January, 2004. The General Manager wanted to appoint a committee to go into the matter
immediately, but dropped the idea later.
Marketing Management
Section A: Objective Type & Short Questions (30 marks)
This section consists of multiple choices & short answer type questions.
Answer all the questions.
Part One carries I mark each & Part II carries 5 marks each.
Part One
Multiple Choices:
1. It is a concept where goods are produced without taking into consideration the choices or tastes of
customers.
a. Marketing mix
b. Production concept
c. Marketing concept
d. Relationship marketing
2. It involves individuals who buys products or services for personal use and not for manufacture or
resale.
a. Environment analysis
b. Macro environment
c. Micro environment
d. Consumer
3. It is the groups of people who interact formally or informally influencing each other‟s attitudes&
behavior.
a. Consumer behavior
b. Culture
c. Reference groups
d. Primary groups
4. The concept of the product that passes through various changes in its total life known as:
a. Product life cycle
b. Line stretching
c. Consumer adoption
d. Product
5. It refers to unique set of brand associations that brand strategist aspires to create or maintain:
a. Branding
b. Packaging
c. Brand identity
Examination Paper of Marketing Management
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d. Brand image
6. It involves a pricing strategy that charges customers different prices for the same product or
service.
a. Promotional pricing
b. Price discrimination
c. Non price competition
d. None of the above
7. It refers to an arrangement where another company through its own marketing channel sells the
products of one producers.
a. End customer
b. Wholesaler
c. Retailing
d. Strategic channel alliance
8. It involves facility consisting of the means & equipments necessary for the movement of
passengers of goods.
a. Logistics
b. Warehousing
c. Transportation
d. None of the above
9. The advertising which is used to inform consumers about a new product or feature & to build
primary demands is known as:
a. Advertising
b. Informative advertising
c. Persuasive advertising
d. Advertising strategy
10. An art that predicts the likelihood of economic activity on the basis of certain assumptions:
a. Compensation
b. Sales forecasting
c. Sales budgeting
d. Selling policy
Part Two:
1. Define Marketing Mix.
2. Discuss the concept of Benchmarking.
3. Write a short note on Target Marketing.
4. What do you understand by Pricing Strategy?
END OF SECTION A
Examination Paper of Marketing Management
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IIBM Institute of Business Management
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
Ask the company top brass what „almost there‟ means. The answer: a premier Indian retail company
that has come to be known as a specialty chain of apparel and accessories. With 52 product categories
under one roof, Shoppers‟ Stop has a line-up of 350 brands. Set up and headed by former Corona
employee, B. S. Nagesh, Shoppers‟ Stop is India‟s answer to Selfridges and Printemps. As it proudly
announces, „We don‟t sell, we help you buy.‟ Back in 1991, there was the question of what to retail.
Should it be a supermarket or a departmental store? Even an electronics store was considered. Finally,
common sense and understanding won out. The safest bet, for the all-male team was to retail men‟s
wear. They knew the male psyche and felt that they had discerning taste in men‟s clothing. The
concept would be that of a lifestyle store in a luxurious space, which would make for a great shopping
experience. The first Shoppers‟ Stop store took shape in Andheri, Mumbai, in October 1991, with an
investment of nearly Rs. 20 lakh. The original concept that formed the basis of a successful marketing
campaign for seven years is here to stay. And the result is an annual turnover of Rs. 160 crores and
five stores, nine years later. Everything went right from the beginning, except for one strange
happening. More than 60 per cent of the customers who walked into Shoppers‟ Stop in Mumbai were
women. This gave rise to ideas. Soon, the store set up its women‟s section. Later, it expanded to
include children‟s wear and then, household accessories. The second store in Bangalore came in
1995. The store at Hyderabad followed in 1998 with the largest area of 60,000 sq. ft. The New Delhi
and Jaipur stores were inaugurated in 1999. All this while, the product range kept increasing to suit
customer needs. The most recent experiment was home furnishings. Secure in the knowledge that
organized retailing in global brands was still in its infancy in India, Shoppers‟ Stop laid the ground
rules which the competition followed. The biggest advantage for Shoppers‟ Stop is that it knows how
the Indian consumer thinks and feels while shopping. Yes, feeling – for in India, shopping remains an
outing. And how does it compare itself to foreign stores? While it is not modeled on any one foreign
retailer, the „basic construct‟ is taken from the experience of a number of successfully managed retail
companies. It has leveraged expertise for a critical component like technology from all over the
world, going as far as hiring expatriates from Littlewoods and using state-of-the-art ERP models.
Shoppers‟ Stop went a step further by even integrating its financial system with the ERP model.
Expertise was imported wherever it felt that expertise available in-house was inadequate. But the
store felt there was one acute problem. A shortage of the most important resource of them all was
trained humans. Since Indian business institutes did not have professional courses in retail
management, people were hired from different walks of life and the training programme was
internalized. By 1994, the senior executives at Shoppers‟ Stop were taking lectures at management
institutes in Mumbai. The Narsee Monjee Institute of Management Studies (NMIMS) even
restructured its course to include retail management as a subject. Getting the company access to the
latest global retail trends and exchange of information with business greats was an exclusive
membership to the Intercontinental Group of Department Stores (IGDS). It allows membership by
invitation to one company from a country and Shoppers‟ Stop rubs shoulders with 29 of the hottest
names in retailing – Selfridges from the UK, C.K. Tang from Singapore, Lamcy Plaza from Dubai
and the like. With logistics I in place, the accent moved to the customer. Shoppers‟ Stop conducted
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IIBM Institute of Business Management
surveys with ORG-MARG and Indian Market Research Bureau (IMRB) and undertook in-house
wardrobe audits. The studies confirmed what it already knew. The Indian customer is still evolving
and is very different from, say, a European customer, who knows exactly what he wants to purchase,
walks up to a shelf, picks up the merchandise, pays and walks out. In India, customers like to touch
and feel the merchandise, and scout for options. Also, the majority of Indian shoppers still prefer to
pay in cash. So, transactions must be in cash as against plastic money used the world over.
Additionally, the Indian customer likes being served – whether it is food, or otherwise. The
company‟s customer profile includes people who want the same salesperson each time they came to
the store to walk them through the shop floors and assist in the purchase. Others came with families,
kids and maids in tow and expected to be suitably attended to. Still others wanted someone to carry
the bags. So, the shops have self-help counters, with an assistant at hand for queries or help. The inhouse
wardrobe audit also helped with another facet of the business. It enabled Shoppers‟ Stop to
work out which brands to stock, based on customer preferences. In fact, the USP of Shoppers‟ Stop
lies in judiciously selected global brands, displayed alongside an in-house range of affordable
designer wear. The line-up includes Levi‟s, Louis Philippe, Allen Solly, Walt Disney, Ray Ban and
Reebok, besides in-house labels STOP and I. Brand selection is the same across the five locations,
though the product mix may be somewhat city-based to accommodate cuts and styles in women‟s
wear, as well as allowing for seasonal variations (winter in Delhi, for instance, is a case in point).
Stocking of brands is based on popular demand – recently, Provogue, MTV Style, and Benetton have
been added. In-house labels are available at competitive prices and target the value-for-money
customer and make up around 12 per cent of Shoppers‟ Stop‟s business. Sometimes in-house brands
plug the price gap in certain product categories. To cash in on this, the company has big plans for its
in-house brands: from re-branding to repositioning, to homing in on product categories where existing
brands are not strong. Competition between brands is not an issue, because being a trading house, all
brands get equal emphasis. The in-house brand shopper is one who places immense trust in the
company and the quality of its goods and returns for repeat buys. And the company reposed its faith
in regular customers by including them in a concept called the First Citizen‟s Club (FCC). With
60,000 odd members, FCC customers account for 10 per cent of entries and for 34 per cent of the
turnover. It was the sheer appeal of the experience that kept pulling these people back. Not one to let
such an opportunity pass, the company ran a successful ad campaign (that talks about just this factor)
in print for more than eight years. The theme is still the same. In 1999, a TV spot, which liked the
shopping experience to the slowing down of one‟s internal clock and the beauty of the whole
experience, was aired. More recently, ads that spell out the store‟s benefits (in a highly oblique
manner) are being aired.
The campaign is based on entries entered in the Visitors‟ Book. None of the ads has a visual or text –
or any heavy handedly direct reference to the store or the merchandise. The ads only show shoppers
having the time of their lives in calm and serene locales, or elements that make shopping at the store a
pleasure – quite the perfect getaway for a cosmopolitan shopper aged between 25 and 45. The brief to
the agency, Contract, ensured that brand recall came in terms of the shopping experience, not the
product. And it has worked wonders. Value-addition at each store also comes in the form of special
care with car parks, power backup, customer paging, alteration service and gift-wrapping. To top it
all, cafes and coffee bars make sure that the customer does not step out of the store. In Hyderabad, it
has even created a Food Court. Although the food counter was not planned, it came about as there
was extra space of 67,000 sq. ft. Carrying the perfect experience to the shop floor is an attempt to
stack goods in vast open spaces neatly. Every store has a generic structure, though regional customer
variances are accounted for. Each store is on lease, and this is clearly Shoppers‟ Stop‟s most
expensive resource proposition – renting huge spaces in prime properties across metros, so far
totaling 210,000 sq. ft of retail space. Getting that space was easy enough for Shoppers‟ Stop, since
its promoter is the Mumbai-based Raheja Group, which also owns 62 per cent of the share capital.
Examination Paper of Marketing Management
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IIBM Institute of Business Management
Questions:
1. What are the significant factors that have led to the success of Shoppers‟ Stop?
2. How should Shoppers‟ Stop develop its demand forecasts?
Business Communication
Answer the following question.
Q1. Which are the Qualities apart from leadership looked for GD (10 marks)
Q2. Explain a short note on Role of Chairperson (10 marks)
Q3. Explain the process of Conduct of meeting (10 marks)
Q4. Explain 7 phases of negotiating tactics (10 marks)
Q5. Write about the listening process (10 marks)
Q6. Explain the 10 Commandments of Communication (10 marks)
Q7. Differentiate between oral & Written Communication (10 marks)
Q8. Classify Communication on the basis of Dimensions. (10 marks)
Business Environment
Answer the following question.
Q1. What are the benefits of deemed exports? (10 marks)
Q2. Why is the energy conservation management important? (10 marks)
Q3. State causes of inflationary trends in India. (10 marks)
Q4. what are the major shortcomings of Indian commercial banking. (10 marks)
Q5. Give reasons for slow growth under the plan . (10 marks)
Q6. Discuss external trade . (10 marks)
Q7. Discuss self reliance as assessment of performance. (10 marks)
Q8. Throw light on decision making and the impact of micro-environment. (10 marks)
Business Ethics
Answer the following question.
Q1. Current ‘state of the art’ is different and therefor employees have to be motivated in a different manner. Support the
statement with the help of contemporary theories of motivation.
(10
marks)
Q2. Give 7 points of New World order by M. K. Gandhi. (10
marks)
Q3. What are some ethical problems in business. (10
marks)
Q4. Write a note on consumerism. (10
marks)
Q5. Write a note on consumerism. (10
marks)
Q6. Write a note on human culture and civilization. (10
marks)
Q7. Write note on electrification of villages. (10
marks)
Q8. What is imperative need? (10
marks)
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