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International Finance
Section A: Objective Type & Short Questions (30 Marks)
 This section consists of Multiple choice & Short Note type questions.
 Answer all the questions.
 Part One carries 1 mark each & Part Two carries 5 marks each.
Part One:
Multiple choices:
1. Foreign exchange market in India is relatively very ________.
a. Big
b. Small
c. Medium
d. None of the above
2. Balance of payment is a systematic record of all _______ during a given period of time.
a. Political transactions
b. Social transactions
c. Economic transactions
d. None of the above
3. Merchandise trade balance, services balance & balance on unilateral transfer are the part of
________ account.
a. Current account
b. Capital account
c. Official account
d. None of the above
4. Interest rate swaps can be explained as an agreement between _________ parties.
a. One
b. Two
c. Three
d. None of the above
5. Capital account convertibility in India evolved in August
a. 1996
b. 1995
c. 1994
d. None of the above
6. Interest rate parity is an economic concept, expressed as a basic algebraic identity that
relates.
a. Capital rate & interest rate
b. Interest rate & exchange rate
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IIBM Institute of Business Management
c. Currency rate & exchange rate
d. None of the above
7. The two kind of swap in the forward market are_________
a. Forward & reverse swap
b. Reverse swap & option swap
c. Forward & option less swap
d. Forward swap & option swap
8. FEMA stands for_________
a. Forward exchange market
b. Future exchange market
c. Foreign exchange management act
d. None of the above
9. Exchange rate quotation methods are________
a. Direct and direct
b. Indirect and indirect
c. Direct and indirect
d. None of the above
10. International Fisher effect or generalized version of the Fisher effect is a combination
of_______
a. PPP theory and Fisher‟s open proposition
b. Fisher‟s open and closed proposition
c. PPP theory and Fisher‟s closed proposition
d. None of the above
Part Two:
1. Write a short note on „Interest Rate Parity System‟ for exchange rates.
2. What are Direct & Indirect Quotes of exchange rates?
3. What is „International Mutual Fund‟?
4. Briefly describe „swaps in foreign exchanges markets‟.
END OF SECTION A
Section B: Case lets (40 marks)
 This section consists of Case lets.
 Answer all the questions.
 Each Case let carries 20 marks.
 Detailed information should form the part of your answer (Word limit 150 to 200 words).
Case let 1
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IIBM Institute of Business Management
Managing Exchange Rate Risk
Mahindra International (India) imported spares of an engine from a US manufacturer for $ 5,000 per
annum at a price of $ 2.5 per piece. The average exchange rate during 2001-02 was Rs. 47.70/$. The
Indian company imported the spares also from a British manufacturer. In fact, it had diversified its
import in view of reducing the risk associated with the supply. The import from the USA was
competitive in view of the fact the same spares imported from the UK was slightly costlier. The
American spares cost Rs. 119.25 per piece, while the British spares cost Rs. 120.00 per piece. In
2002-03, US dollar appreciated to Rs. 48.40 with the result that the cost of American spares turned
higher than the British spares. In the sequel of the appreciation of US dollar, the Indian importer cut
its demand from 2,000 pieces to 500 pieces. The loss to the US exporter was colossal. But at the same
time, the Indian Importer suffered a lot. It had to pay a higher price for the US spares in terms of
rupee. And also, it had to divert its import from the USA to the UK insofar as the pound sterling did
not appreciate during this period. All this happened in the wake of the exchange rate changes.
Questions:
1. Mention the loss borne by the US exporter in the sequel of appreciation of dollar.
2. What strategy the Indian importer needs to follow to hedge the exchange rate risk?
Case let 2
ABN Amro Bank and Correspondent Banking in India
ABN AMRO bank has emerged as a major correspondent bank owing to a large network. In
India, it operates in six major cities, viz. Baroda, Chennai, Kolkata, Mumbai, New Delhi and
Pune. Being a correspondence bank, its product offerings are found primarily in the area of
trade and clearing. It is doing well in these owing to strong tie-up with local Indian banks
reaching 350 centres across the country. As a result, payments are effected speedily and
effectively.
Cash Management
The customized products in the area of cash management include cheques payable at par at all its
branches across the country, apart from traditional collection services, such as collection of
outstation/upcountry cheques drawn on other banks. ABN AMRO is a member of all major clearing
centers in the major financial centers. It has an electronic delivery system and structures multilateral
netting of cash.
Trade Services
Under trade services, the Bank offers a comprehensive range of products, such as:
1. LC reimbursement
2. Indian rupee trade payments
3. Handling documentary bills for collection
4. Bills negotiation
5. Letter of credit advising
6. Letter of credit confirmation
7. Guarantees
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IIBM Institute of Business Management
Treasury Services
Treasury services at ABN AMRO Bank (India) are available round-the-clock. Rupee funding at its
treasury desk is provided at competitive rates along with advice on market trends and rates. It
provides also advisory services on the request of financial institutions and corporate in the area of
regulatory, economic and financial matters including depository services.
Questions:
1. Describe the network of ABN AMRO Bank in India.
2. What role does it play for global cash management?
END OF SECTION B
Section C: Applied Theory (30 marks)
 This section consists of Applied Theory Questions.
 Answer all the questions.
 Each question carries 15 marks.
 Detailed information should form the part of your answer (Word limit 200 to 250 words).
1. Discuss the factors that affect foreign exchange market. Explain the different types of foreign
exchange quotations.
2. What do you mean by balance of payment? What are the key components of balance of
payment
END OF SECTION C
Examination Paper of Finance Management
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IIBM Institute of Business Management
IIBM Institute of Business Management
Examination Paper MM.100
Security Analysis and Portfolio Management
Section A: Objective Type & Short Questions (30 Marks)
 This section consists of Multiple choice & Short Note type questions.
 Answer all the questions.
 Part One carries 1 mark each & Part Two carries 5 marks each.
Part One:
Multiple choices:
1. Beta is useful for comparing the relative _____________ of different stocks.
a. Business risk
b. Systematic risk
c. Liquidity risk
d. Country risk
2. The price prevailing in market is called________
a. Market security
b. Market value
c. Market price
d. None of the above
3. Line charts, Bar charts, Candles tic charts are the parts of__________
a. Fundamental analysis
b. Technical analysis
c. Company analysis
d. None of the above
4. A market portfolio is a portfolio consisting of a weighted __________ in the market.
a. Sum of every equity
b. Sum of every liabilities
c. Sum of every assets
d. None of the above
5. The date on the option contract is called the ___________
a. Expiration date
b. Date of maturity
c. Both a) & b)
d. None of the above
6. A forward contract is an agreement made today between a ___________ to exchange the
commodity.
a. Buyer & buyer
b. Buyer & seller
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IIBM Institute of Business Management
c. Seller & seller
d. None of the above
7. Portfolio means a collection or combination of financial assets such as?
a. Shares
b. Debentures
c. Government securities
d. All of the above
8. CAPM is the abbreviation of_________
a. Capital Asset Pricing Measure
b. Capital Average Pricing Model
c. Capital Asset Pricing Model
d. None of the above
9. In India the secondary market for shares is regulated by_______
a. RBI
b. SEBI
c. Company law board
d. There is no regulatory authority
10. The risk of the whole market as measured by „Beta‟ is________
a. 1
b. 0
c. -1
d. None of the above
Part Two:
1. What does „β‟ (Beta) mean in risk management?
2. Write a note on „options‟ & „future‟ derivatives.
3. Define Capital market theory.
4. Write a short note on CAPM.
END OF SECTION A
Section B: Case lets (40 marks)
 This section consists of Case lets.
 Answer all the questions.
 Each Case let carries 20 marks.
 Detailed information should form the part of your answer (Word limit 150 to 200 words).
Case let 1
Examination Paper of Finance Management
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IIBM Institute of Business Management
TOUAX is a French company and is currently Europe‟s no. 1 in shipping containers and river
barges, and no. 2 in modular building and freight railcars. The group provides operating leases to
customers around the world, both on its own account and for third-party investors. On June 24, 2009,
TOUAX announced that its capital increased by waiving preferential subscription rights but with
priority for existing shareholders, launched on 18 June 2009 for a total of E17, 851,519.76 (gross)
through the issue of 936,596 new shares which were subscribed in the entirely. Following partial
application of the extension clause, 952,747 shares were placed or 101.72% of the issue; total
proceeds were E18, 159,357.82.
This rights issue has enabled the Group to strengthen its financial structure, to position itself with
advantage for possible acquisitions of tangible stock, and to grasp opportunities thrown up by the
crisis (purchase of shipping containers, modular buildings, river barges and railcars, for hiring out on
mainly long-term leases). 370,062 new shares allotted under absolute entitlement were subscribed or
39.51% of the total number of new shares issue. Another 555,685 shares were applied for subject to
cutting back in the event of over subscription, and orders for these were all filled. Another 27,000
shares had been applied for by the general public, and following partial application of the extension
clause it proved possible to fill orders for all of these.
All the result of the right issue, TOUAX is well placed to respond to the boom in corporate
outsourcing of non-core assets, and every day provides over 5,000 customers with quick and flexible
leasing solutions. TOUAX is now listed on Euronext in Paris – NYSE Euronext Compartment C
(ISIN Code FR0000033003), and features in the SBF 250 Index.
Questions:
1. After analyzing the case, do you think all the companies that can afford, should opt for right
issue to improve their financial status?
2. What do you analyze as the two main advantages of the right issue?
Case let 2
In mid-February 1994, the British paper, the Sunday times ran on article that alleged that a 1 billion
sterling ($ 750 M) sale of equipment by British companies to Malaysia was secured only after bribes had
been paid to Malaysian government officials and after the British overseas development administration
(ODA) had agreed to approve a 234 million sterling grant to the Malaysian government for a
hydroelectric dam of (according to the Sunday times) dubious economic value. The clear implication was
that UK officials, in their enthusiasm to see British companies win a large defence contract, had yield to
pressures from “corrupt” Malaysian officials for bribes – both personal and in the form of the 234 million
sterling development grants.
What happened next took everyone by surprise. The Malaysian government promptly announced a an on
the impact of all British goods and services into Malaysia and demanded an apology from British
Government. Officially the ban applied only to government orders for British goods and services; the
private sector was free to busy as it chose. However, British companies with experience in the region
were nervous that the private sector would follow the government‟s lead in shunning British products. At
stake was as much as 4 billion sterling in British exports and construction activities in Malaysia and a
presence in one of the world‟s fastest growing developing economies (Malaysia‟s economic growth has
averaged 8% per annum since 1989). In announcing the ban, Malaysia‟s Prime Minister, Dr Mahathir
Mohammad, noted that the British media portrays Malaysians as corrupt because “ They are not British
Examination Paper of Finance Management
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IIBM Institute of Business Management
and not white”…And “we believe the foreign media must learn the fact that developing countries,
including a country led by brown Moslem, have the ability to manage their own affairs successfully”.
The British government responded by stating, it could not tell the British press what and what not to
publish, to which Dr Mahathir replied there would be “no contracts for British press freedom to tell lies”.
At the same time, the British government came under attack from members of parliament in Britain, who
suspected the government acted unethically and approved the ODA hydroelectric grant to help British
companies win orders in Malaysia.
Questions:
1. If you are the CEO of a British company that now faces the loss of a lucrative contract in
Malaysia because of the dispute. What action should you take?
2. How do you think British government should respond to the Malaysian action?
END OF SECTION B
Section C: Applied Theory (30 marks)
 This section consists of Applied Theory Questions.
 Answer all the questions.
 Each question carries 15 marks.
 Detailed information should form the part of your answer (Word limit 200 to 250 words).
1. What do you mean by risk management? Elaborate the various kinds of systematic and nonsystematic
risks.
2. What do you mean by Portfolio management? What are the methods of calculating portfolio
performance evaluation?
END OF SECTION C
S-2-300813

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Business Communication
Section A: Objective Type & Short Questions (30 marks)
 This section consists of multiple choices and Short Notes type questions.
 Answer all the questions.
 Part one questions carry 1 mark each & Part Two questions carry 4 marks each.
Part one:
Multiple choice:
1. __________is an essential function of Business Organizations:
a. Information
b. Communication
c. Power
d. None of the above
2. Physiological Barriers of listening are:
a. Hearing impairment
b. Physical conditions
c. Prejudices
d. All of the above
3. Which presentation tend to make you speak more quickly than usual:
a. Electronic
b. Oral
c. Both „a‟ and „b‟
d. None of the above
4. What is the main function of Business Communication:
a. Sincerity
b. Positive language
c. Persuasion
d. Ethical standard
5. The responsibilities of the office manager in a firm that produces electronics spares is:
a. Everything in the office runs efficiently
b. Furniture and other equipment in the office is adequate
c. Processing all the incoming official mail and responding to some
d. All of the above
Examination Paper of Business Communication
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IIBM Institute of Business Management
6. Labov‟s Storytelling Model based on:
a. Communication through speech
b. Language learning
c. Group Discussions
d. None of the above
7. Diagonal Communication is basically the:
a. Communication across boundaries
b. Communication between the CEO and the managers
c. Communication through body language
d. Communication within a department
8. How to make Oral Communication Effective?
a. By Clarity
b. By Brevity
c. By Right words
d. All of the above
9. Direct Eye contact of more than 10 seconds can create:
a. Discomfort & Anxiety
b. Emotional relationship between listeners and speakers
c. Excitement
d. None of the above
10. Encoding means:
a. Transmission
b. Perception
c. Ideation
d. None of the above
Part Two:
1. Define 7C‟s of effective communication.
2. Explain „Space Language‟.
3. Differentiate between good listeners and bad listeners.
4. List the different types of business report.
5. Define „Kinesics‟.
END OF SECTION A
Examination Paper of Business Communication
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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
Mr. and Mrs. Sharma went to Woodlands Apparel to buy a shirt. Mr. Sharma did not read the
price tag on the piece selected by him. At the counter, while making the payment he asked for
the price. Rs. 950 was the answer.
Meanwhile, Mrs. Sharma, who was still shopping came back and joined her husband. She was
glad that he had selected a nice black shirt for himself. She pointed out that there was a 25%
discount on that item. The counter person nodded in agreement.
Mr. Sharma was thrilled to hear that “It means the price of this shirt is just Rs. 712. That‟s
fantastic”, said Mr. Sharma.
He decided to buy one more shirt in blue color.
In no time, he returned with the second shirt and asked them to be packed. When he received the
cash memo for payment, he was astonished to find that he had to pay Rs. 1,900 and Rs. 1,424.
Mr. Sharma could hardly reconcile himself to the fact that the counter person had quoted the
discounted price which was Rs. 950. The original price printed on the price tag was Rs. 1,266.
Questions
1. What should Mr. Sharma have done to avoid the misunderstanding?
2. Discuss the main features involved in this case.
Caselet 2
I don‟t want to speak to you. Connect me to your boss in the US,” hissed the American on the
phone. The young girl at a Bangalore call centre tried to be as polite as she could. At another call
centre, another day, another young girl had a Londoner unleashing himself on her, “Young lady,
do you know that because of you Indians we are losing jobs?”
The outsourcing backlash is getting ugly. Handling irate callers is the new brief for the young
men and women taking calls at these outsourced job centres. Supervisors tell them to be „cool‟.
Avinash Vashistha, managing partner of NEOIT, a leading US-based consultancy firm says,
“Companies involved in outsourcing both in the US and India are already getting a lot of hate
mail against outsourcing and it is hardly surprising that some people should behave like this on
the telephone.” Vashistha says Indian call centre‟s should train their operators how to handle
such calls. Indeed, the furor raised by the Western media over job losses because of outsourcing
Examination Paper of Business Communication
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IIBM Institute of Business Management
has made ordinary citizens there sensitive to the fact that their calls are being taken not from
their midst, but in countries such as India and the Philippines.
The angry outbursts the operators face border on the racist and sexist, says the manager of a call
centre in Hyderabad. But operators and senior executives of call centres refuse to go on record
for fear of kicking up a controversy that might result in their companies‟ losing clients overseas.
“It‟s happening often enough and so let‟s face it,” says a senior executive of a Gurgaon call
centre, adding, “This doesn‟t have any impact on business.”
Questions
1. Suppose you are working as an operator in a call centre in India and receiving calls
from Americans and Londoners. How would you handle such calls?
2. Do you agree with the view such abusive happenings on the telephone do not have any
impact on business?
END OF SECTION B
Section C: Applied Theory (30 marks)
 This section consists of Applied Theory Questions.
 Answer all the questions.
 Each question carries 15 marks.
 Detailed information should form the part of your answer (Word limit 200 to 250
words).
`
1. What do you by Communication Barriers? How and why do they occur? What can be
done to overcome the Barriers to Communication?
2. Define and explain the term Negotiation and also briefly explain the phases of
Negotiation.
END OF SECTION C
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Consumer Behaviour
Page 1 Out of 1
Total Marks: 80
CASE – 1 (15 Marks)
Tony the Tiger goes Global
Kellogg Company has distribution in more than 150 countries and yet is still “unknown to half the world’s
population.” according to Arnold Langbo, Kellogg’s CEO. Langbo plans to change that.
Kellogg recently built a company—owned cereal plant in Latvia and currently has sales in Poland, Hungary
and Czechoslovakia. It has also started construction on a plant in India and is entering China. However
international expansion and the development of global brands will not be easy.
To become more international, the firm recently reorganized into four divisions :North America,Latin
America, Europe and Australasia. According to Langbo:
The way we used to be organized, we were a US-based Multinational-a company with a big domestic business
and, by the way,some international business. That was the way we were thinking; that’s the way the
organization was structured.
Today, if you talk to customers in the UK, Canada, or Australia, they think of Kellogg’s as being based in the
U.K or Canada or Australia. We’re global in organizational structure and business but also multidomestic.
We now have a number of truly global brands (Frosted Flakes and Corn Flakes, with Froot Loopa and Rice
Krispies close, and Frosted Mini-Wheats and Honey Nut loops moving rapidly).There used to be slight
variations in our food around the world, but now you’ll recognize the product wherever you go.
Expanding into many markets will involve more than trying to gain share from other cereal marketers. It
will require altering long—held traditions:
In Eastern Europe it’s going to he pretty slow because we’re going to have to go in there and literally create
the habit—much as we did in Germany 25 years ago or France 20 years ago. Cereal is a whole new breakfast
concept for these people. However, they do eat breakfast in those countries, and they eat fairly substantial
breakfasts.
In Asia, consumers are used to eating something warm, soft, and savory for breakfast—and we’re going to sell
them something that’s cold, crisp, and sweet or bran tasting. That’s quite a difference.
The challenge is made greater by the presence of aggressive competition in many developed or develop-ing
markets. Competition is particularly intense in Europe where Nestle and General Mills formed a joint venture
called Cereal Partners Worldwide. Langbo characterizes the new competitor this way:
They are a very formidable competitor with Nestle’s distribution strength and knowledge of the European
market and General Mills’ technology and cereal marketing expertise.
The result of the entry of the new competitor, which spent an estimated $35 to $50 million in advertising in the
top six European markets, and the response of existing firms such as Kellogg was an increase in the growth
rate of total cereal sales as well as share erosion among the weaker brands.
Competition is strong even in some countries where consumption is low. For example, in Japan, with
consumption at four bowls per year per person, compared to 10 pounds in the United States, there are more
than 100 products fighting for shelf space.
According to Langbo, a global brand requires a core position strategy or product benefit that will work in
multiple countries and local execution of that idea to reflect local attitudes. The key ideas for three of
Kellogg’s global or near-global brands are described by Langbo in the following paragraphs.
Page 1 Out of 1
Frosted Flakes
Frosted Flakes is based on the concept of vitality. This idea originated in the United States but is a universal
idea that both translates and travels well. Because the product has a special appeal to children, the cultural
differences are not so pronounced. Tony the Tiger illustrates the vitality theme in a universally understandable
manner. Tony is loved throughout the world symborizing appeals that are truly global. We use Tony and he
vitality message everywhere from the United States to Taiwan in Argentina.
Corn Flakes
The basic positioning concept for Corn Flakes is simple, unadulterated food that tastes surprisingly good. This
concept also has universal appeal. It is typically the first product we introduce in a new market, It is the
foundation of our line, and it is the world’s most popular cereal.
All-Bran
The value proposition for All-Bran is the health benefits of fiber in the diet. This proposition does not have
universal appeal without development. The concept of the value of fiber in the diet is new to many countries
and is often resisted.
In 1984, we began a massive campaign to countries where the benefits of fiber were not widely accepted.
campaign varied across countries due to differences in the attitudes of local medical and nutritional
professionals, specific diseases that were most on the minds of the local population, and local restrictions on
health claims. However, the basic approach was to educate and support the medical and nutritional community
in each country. We would sponsor symposia on dietary fiber. As a country’s experts became convinced of the
value of fiber, they told their story in their academic press, the general press, and in public service
announcements. Today, despite competition from many other high-fiber cereals., All-Bran is one of the top 15
cereals worldwide.
Questions
1. What type of innovation would cold cereal be to a country not accustomed to this type of food?
2. Conduct an innovation analysis based for cold cereal in China.
3. What values are involved in the consumption of product such as breakfast cereal?
4. What values would support and what values would harm the chances of Kellogg succeeding the cold cereal
in
the following countries? What other factors would be important?
a. China
b. Mexico
c. Japan
d. France
5. What nonverbal communications factors would be important in developing an advertising campaign for a
cold cereal?
6. Develop a marketing program to market one of Kellogg’s cold cereals in the following countries.
a. China
b. Mexico
c. Japan
d. France
7. Why does Tony the Tiger “travel” so well’?
8. Evaluate the communications process Kellogg used to gain acceptance for All-Bran. Could a version of this
work for gaining acceptance of cold cereals in China?
Page 1 Out of 1
Case – 2 (20 Marks)
Boots with six – inch heels are the latest fashion rage among young Japanese women. Several teens
have died after tripping over their shoes and fracturing their skulls. However, followers of the style
claim they are willing to risk twisted ankles, broken bones, bruised faces, and other dangers
associated with the platform shoes. One teenager said, “ I’ve fallen and twisted my ankle many
times, but they are so cute that I won’t give them up until they go out of fashion.” Many consumers
around the world seem to be willing to suffer for the sake of fashion. Others argue that we are merely
pawns in the hands of designers, who conspire to force unwieldy fashions down our throats.
Questions
1.)What do you think ?
2.) What is and what should be the role of fashion in our society ?
3.) How important is it for people to be in style ?
4.) What are the pros and cons of keeping up with the latest fashions ? Do you believe that we are at
the mercy of designers.
CASE – 3 (6 Marks)
You are the Business Development Manager of an Engineering company that has developed a highly advanced
machine for packaging of pharmaceutical products. The machine saves a lot of time and cost involved in the
packaging as it is faster compared to other machines, it consumes lesser electricity and requires lesser
manpower. One of your clients, N.K. Pharma is a 1200 crores pharmaceutical company having its head office
in Mumbai. The company has six manufacturing units, one in Tarapur, two at Vapi, one in Nagpur, one in
Chennai and the newest one at Baddi in Haryana. Each unit is led by a Factory Manager, who reports to the
GM – Production who sits at the head office. The GM – Production, GM – R & D, GM – Marketing, and G.M.
HRM report to the COO. The Accounts and Finance functions report directly to the COO. The COO is a 36
year old enthusiastic leader who enjoys immense trust of the MD (who is also the founder of the organization).
The company sells through a network of 400 Medical Representatives spread all over India.
Questions
1 Analyze the buying behaviour of this organization with respect to your product.
Page 1 Out of 1
Case -4 (10 Marks)
THE ECONOMIC PARADIGM
The 1940s view of the consumer in the marketplace was rooted in economic theory. Most scholars of
economics probably still hold to the theory of Economic Man. In this paradigm, purchasing decisions
are the result of largely "rational" and conscious economic calculations. The individual buyer seeks to
spend his income on those goods that will deliver the most utility (satisfaction) according to his tastes
and relative prices. This is a normative rather than a descriptive model of behavior, because logical
norms are provided for buyers who want to be "rational."
The model suggests useful behavioral hypotheses, such as: (a) the lower the price of the product, the
higher the sales; (b) the lower the price of substitute products, the lower their sales; (c) the lower the
price of complementary products, the higher their sales, provided they are not "inferior" goods; and
(d) the higher the promotional expenditures the higher the sales. In striving to meet these hypotheses,
consumers are not only assumed to be aware of all available alternatives in the marketplace; they are
also assumed to be able to rationally rank order the available alternatives by preferences. This is the
case of perfect information in the marketplace and unlimited ability of tile consumer.
In applying these assumptions to actual consumption, several problems became apparent. First of all,
consumers do not have perfect information in the marketplace. Second, they do not all have the same
information about the existing alternatives or attributes of known alternatives. instead, each consumer
has fragmented knowledge of his or her own set of known alternatives; as a result, consumers can not
always rank a set of alternatives available to them. In addition, preferences often violate utility
theory, because different people prefer different styles, have different tastes, and hence make choices
built on preferences rather than objective information such as price.
Problems arise with applying economic theories to gifts. Increasing the price of goods may actually
make them more desirable, defying basic economic theory. Hence, inverted demand curves reflect
products where increasing prices stimulate increasing sales. Perfume is a perfect example of this type
of good. Most perfume or cologne is bought as a gift, and the connotations of bringing home a $2
bottle of cologne or a $50 bottle for a loved one are implicit. A relationship may not last upon receipt
of the cheaper good. Hence the economic model ignores the fundamental question of how product
and brand preferences are formed.
THE IRRATIONAL CONSUMER
After becoming aware that goods have "hidden meaning," scholars of consumer behavior in the
1950s took to the notion of the consumer as an irrational, impulsive decision maker. Consumers were
seen as passive, open, and vulnerable to external influences. This position was an obvious reaction to
the "economic man" and also represented a time when business schools were developing. Earlier,
faculty trained in economics were the first to be hired, but in the 1950s psychologists were added to
the payroll. Their insights from Freud to Maslow, from personality to motivation theory, seemed ever
so relevant to our study of the consumer.
The two major psychological theories underlying this era were the Pavlovian learning model and the
Freudian psychoanalytic model. The Pavlovian model is based on four central concepts-those of
drive, cue, response, and reinforcement. Drive or motives can be primary, such as hunger and sex, or
secondary, such as fear. A drive is very general and impels a particular response only in relation to a
particular configuration of cues. The Pavlovian model emphasizes the desirability of repetition in
advertising. Repetition fights the tendency for learned responses to weaken in the absence of practice
and provides reinforcement.
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The model also provides guidelines for copy strategy. To be effective as a cue, an advertisement must
arouse strong drives in the person. For candy bars, it may be hunger; for safety belts, fear; for hair
tonics, sex; for automobiles, status.
In the Freudian psychoanalytic model, the guilt or shame man feels toward his sexual urges causes
him to repress them from his consciousness. Through rationalization and sublimation, these urges are
denied or become transmuted into socially approved expressions. These urges are never eliminated or
under perfect control and they emerge in dreams, in slips of the tongue, or in neurotic or obsessive
behavior.
Because of these urges, the consumer's motivations for behavior are not obvious or deeply
understood. As a result, Freudian psychology gave consumer behavior the tool of in-depth
interviewing to get at the motives and symbols behind a purchase. If a consumer is asked why lie
purchased an expensive foreign sports car, he may reply that he likes its maneuverability and its
looks. At a deeper level he may have purchased the car to impress others, or to feel young again. At a
still deeper level, lie may be purchasing the sports car to achieve substitute gratification for
unsatisfied sexual strivings.
Other Freudian consumer research findings included men wanting their cigars to be odoriferous to
prove they were masculine, and women being very serious when baking cakes because unconsciously
they were going through the symbolic act of birth. These theories were certainly more interesting
reading than the graphs and curves of economics.
One major study of this era (Haire 1950) found that when a shopping list included instant coffee
rather than drip grind, the owner of the list was perceived to be a very different person. The owner of
the list with instant coffee was lazy, a poor planner, a spendthrift, and a bad wife. Meanwhile, the
owner of the list with drip coffee was perceived to be thrifty and a good wife. Fortunately a
replication of this study was done in 1970 and housewives were no longer judged by their coffee
(Wilkie 1986). However, Haire's study provided good insight to the fact that products have meaning
and significance that go far beyond the physical attributes of the products themselves. Furthermore,
these hidden values were thought to be a major influence on consumer decisions. To tap into the
consumers' hidden motives for purchase, more indirect methods of data gathering were necessary.
Toward the end of the 1950s an empirical article started to throw doubt on the heavy reliance on
psychological perspectives. A study by Evans (1959) sought to determine the personality
characteristics of Ford versus Chevrolet owners. In the 1950s these were the major automobile
manufacturers. Wider choice and Japanese imports did not exist. If the differences between the cars
were not major, the train of thought was that the personality of the owner must be significantly
different and motivate the consumer to buy one brand or the other. A carefully controlled survey of
personality characteristics of 1,600 owners of Fords and Chevrolets showed no major significant
differences in personality characteristics of the car owners. The importance of this line of behavioral
research to consumer products was questioned. By this time, in the early and mid-1960s, business
schools were producing their own scholars and faculty. Researchers were trained by business schools
rather than only economics and psychology departments. Researchers of consumer behavior gained
from this marriage of economics and psychology and began to develop their own theories of the
consumer.
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THE PROBLEM SOLVER
In the 1960s John Kennedy became president of the United States and gave the consumer elevated
status. In his message to Congress on March 15, 1962, he put forth the Consumer Bill of Rights
(1963) as a social contract between business and society. Government was tile ultimate guarantor of
these rights, which included the right to safety, the right to be informed, the right to choose, and the
right to be heard (redress). The government took Kennedy seriously and began an activist role
The marketplace was becoming more diversified. The concept of market segmentation became even
more important. Goods that the consumer ted were now being produced, rather than just the goods
the manufacturer wanted to make. Choice prevailed for the consumer, and the consumer was
recognized by the highest official in the country. Consumers had the right to he informed and
protected.
The government poured millions of dollars into departments whose goal was to make sure the
consumer had access to information. The Federal Trade Commission flourished. Labels were put on
products listing all ingredients. Advertising was regulated and measured; if it was misleading, then
corrective advertising was necessary. Information was in great supply to the consumer. Ralph Nader,
with his book Unsafe At Any Speed, emerged as the hero of the 1970s, taking on corporate giants in
the name of the little man. Consumerism was everywhere.
As a result of this environment, consumer behavior researchers started to see the consumer as a
"cognitive man." The irrational psychotic purchaser of the 1950s and early 1960s was left behind.
The consumer was now a problem solver. He or she was receptive to products or services that
consciously met his or her needs. Consumers were thought to actively search for information about
the products and services they bought. Consumer Reports was born. Consumers were seen as striving
to make the best decisions possible given their limitations.
However, consumer researchers told us that even though consumers are given information, they often
fail to use it to make decisions. In an initial experiment (Jacoby, Speller, and Kohn 1974) and a
follow-up (Scammon 1975), consumers were given objective product information concerning several
brands available in the marketplace. The results of the first study showed that consumers felt better
about their brand selections with more information, but actually made poorer choices. The study by
Scammon corrected for weaknesses in the original study but still found that recall of product
attributes decreased with increasing information. Consumers were still limited by the extent of their
knowledge about the marketplace and their capacity to store information about the marketplace in
short-term memory. Miller's (1956) rule of seven plus or minus two) pieces of information as
cognitive capacity held for the consumer.
The information in the marketplace was not organized for the ease of the consumer. Unit pricing was
fine, but comparing prices across brands and sizes for products was quite a challenge. Only when unit
prices were posted on one sheet in a simple linear manner by decreasing prices across all sizes and
brands did the consumers shift in their decision making toward lower-priced brands. You can imagine
the national brand manufacturer's enthusiasm toward presentation of this information at point of
purchase.
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The overriding conclusion of consumer research in the 1970s was that people can only attend to
limited information at one point in time. The consumers' existing skills, habits, reflexes, values, and
goals shape the way they search and use information to make their decisions. The 1970s told us that
consumers' skills were limited, but at the same time the number of choices available to the consumer
kept increasing. More and more choices became available in the 1980s.
THE COGNITIVE MISER
Today's consumer uses decision-making skills originally developed in the 1970s, but the 1980s
consumer went farther than just recognizing man's cognitive limitations. Researchers have labelled
the low-involvement decision maker (or cognitive miser) as unable or unwilling to engage in
extensive decision-making activities in many cases and settle instead for "satisfactory" decisions
(Olshavsky and Granbois 1979). There is too much choice and not enough discretionary time to
engage in extended cognitive effort for purchases. Instead the consumer develops rules of thumb or
heuristics to simplify purchase behavior. An in-store study showed that consumers go through almost
no brand price comparison behavior (Hoyer 1984). Rules such as "buy the cheapest," "buy name
brands," or "buy what my friend bought" give the consumer a satisfactory choice in the marketplace
that supplants an optimal choice. This is a very adaptive and rational course for the consumer to have
taken in the 1980s, given the cluttered choice environment with little time for decision making and
virtually no support in information handling. The cost of thinking was recognized as a limiting factor
in processing choices.
The 1980s brought a focus on business and conservatism, and many came to feel that governmental
regulation was more of a hindrance than a help. This was expressed in the election of Ronald Reagan.
As quickly as Kennedy had made the consumer important, Reagan made him unimportant. With
strokes of a pen, the FTC experienced a sharp reduction in its budget and influence. Whole
departments set up by the government to service the consumer were abandoned. Consumer programs
developed for the 1970s folded.
The 1980s were for business. This focus was a result of several factors. First, the "baby boomer
bulge" had a greater number of people for a smaller number of jobs. In the early 1970s a college
graduate decided what job to take, or perhaps a trip to Europe, then work. In the early 1980s the
concern was for getting any job at all. The economy was slow and competition was stiff. Business
looked to the MBA to turn companies around. The student was serious and conservative due to the
competitive environment. Business and engineering were in; the humanities were out. The
marketplace became more competitive, more diversified. Deregulation prevailed.
Too many goods cluttered too many store shelves for the consumer. For example, the average number
of products in supermarkets soared from 13,000 in 1981 to 21,000 in 1987. There are said to he 400
different brands of beer available to the American beer drinker. A new car purchaser might have 300
different types of cars and light trucks, domestic and imported, to choose from.
Along with the "over choice" and market diversity of the 1980s came decreased leisure time for the
consumer, not more leisure time as predicted in the 1940s. The number of free hours a person
possesses decreased from four to one since the 1970s. The reason for this is that the average time
spent at work has increased seven to eight hours a week since 1978 (Stern 1987). More than 50
percent of all women are working, so household duties are done after 6 p.m. or on weekends. Single
working mothers have virtually no free time and can't take care of all they want to do. This scenario
has led to a demand for convenience products and convenience shopping. Home catalogs, home TV
Page 1 Out of 1
shopping, home computer shopping, and home shopping parties are part of this easier access to goods
that will prevail in the 1990s. The efficiency of in-home shopping, especially through direct
marketing, is exemplified by the fact that American Express sold 7 percent of all the luggage bought
in the U.S. by sending mailings to affluent cardholders whose charge records showed they spent
heavily on travel-related merchandise.
This the cognitive miser of the 1980s is a product of decreased time for shopping decisions and
increased choice in the marketplace. It is an adaptive strategy to suit the decision-making
environment.
THE COLLECTIVE BUYER OF THE 1990s
The focus on individual decision processes for personal purchase of products and services will be
replaced by a more collective decision-making style during the 1990s. This will be caused by the
changing cultural patterns of North America combined with the decrease in purchasing power of the
individual consumer. The culture of North America is changing due to: (1) the rapid increase in the
percent of elderly people who are neither healthy nor wealthy; (2) the aging of the baby boomers,
causing a shift in values and needs; and (3) increased immigration from Asian cultures with high
birth rates to offset the North American decline in population. All three categories of this cultural
shift will have to rely on joint decisions for purchase of goods and services, since goods and services
will be shifting to a collective consumption style rather than individual consumption in the North
American marketplace.
Individuals will combine households in an increasing rate to make life more affordable. The evidence
that this joint living may be a trend for the future is exemplified by the fact that 6.2 percent of all
employed people are working two jobs, mainly to meet living expenses. When the economy turns
down these extra jobs will not be available, and people will have to decrease their standard of living
to meet day-to-day expenses. More unmarried people will share apartments, more single-parent
families will couple up, and more children will live at home longer. Thus, more people will be
sharing consumer goods just due to living arrangements. Also, through the changing face of North
American consumers, the marketplace will continue to change and supply more and more services for
these groups. The changing face of the consumer will alter the marketplace and the mode of decision
making.
Much has been written about the marketing opportunities for the senior segment. Right now
approximately 7.3 percent of the population is over 65. By the year 2000, this group will increase by
20 percent, making it the fastest-growing segment of our population. This is one reason why
marketers focus on the elderly. However, this group is not all that wealthy or all that healthy. It is
estimated that 80 percent of people over 65 have chronic health problems, and 16 percent have severe
physical problems. One in five Americans over the age of 85 resides in a nursing home.
The Baby Boomers
A full one-third of the population is bulging at middle age. In the year 2000 they will be 36 to 54
years old and at the middle of peak earnings. They are important to our view of consumer behavior
because they will head 44 percent of all households and still account for a majority of purchasing
power. Due to the conflicting structure of the population versus the corporate culture, there will be
less moving around among this group, and they will be more stable in their jobs. Hence, their values
and attitudes will change dramatically to reflect this stability. The collective decision-making style
will be based on their stable environment.
Page 1 Out of 1
Questions
Discuss as to how the consumer behavior has evolved post 1950?

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Note: Answer any ten questions

Each question carries ten marks

1. The Engineering Department to twelve persons in a small corporation is on a regular 10 Base-T Ethernet Lan hub with 16 ports. The busy group started complaining because of the slow network performance. The network was operating at 50% utilization, whereas 30% utilization is acceptable. If you are the corporation’s Information Technology Engineer and have to resolve the problem technically,
   
   Describe four choices for resolving the problem, maintaining the LAN as an Ethernet LAN.
   
   b. State the advantages and disadvantages of each approach.
   
2. Two virtual LANs, 145.50.50.1 belonging to NM lab, and 145.50.60.1 belonging to Networking lab, each have three workstations. The former has workstations 145.50.50.11-13, and the latter 145.50.60.21.-23. They are connected to a switched hub on ports 2 through 7. the NICs (network interface cards) associated with ports are made by Cabletron and their MAC addresses start with the vendor’s global prefix 00-00-1D (hexadecimal notation) and end with 11,12,13,21,22, and 23 (same as the fourth decimal position of IP addresses).
   
      Create a conceptual matrix table, as shown below, that would be 
         generated by the hub that relates the IP address, MAC address,
         and port number.
   
   

3.                  IP Address	4.                  MAC Address	5.                  Port Number
6.	7.	8.

           

1. The workstation 23 is moved from networking lab to NM lab.

                   The appropriate parameter changes in the hub and the workstation.

3. Design a client/server network with two servers operating at 100Base-T Fast Ethernet speed and the clients operating at regular 10Base-T Ethernet speed using a 10/100 Mbps NIC. The hub is located in a wiring closet, but the servers and clients are not. Assume that a satisfactory performance is achieved at 30% utilization of the LAN.

4. Customer network management is used to look at the QoS classes associated with VCIs across an ATM link interface. What three MIB group and objects are used to collect the information? Describe the relationships among them.

5. A new LEC is added to an ATM LAN containing other LECs, LES, LECS, a BUS, and a ATM switch. Starting from the initial conditions, six steps (or phases) are required to make the new LEC part of the ELAN network: (1) LEC connection, (2) configurations, (3) join, (4) initial registration, (5) BUS connection, and (6) operation. Describe these steps.

6. Switched virtual circuit transmission overhead could be high for sending small amounts of information. Calculate the minimum time required to transmit one ATM cell from Miami to San Francisco on a basic SONET network (OC-3) for the following cases. Assume that the distance is 4500 km and that the propagation speed is 300 meters per microsecond.
7. datagram service
8.    switched virtual circuit service
9.    permanent virtual circuit service

7. A network manager discovers that a network component is performing poorly and issues on order to the technician to replace it. Which MIB group contains this information for the technician to find out the physical location of the component?

8. An IT manager gets complaints from the users that there is excessive delay in response over the Ethernet LAN. The manager suspects the cause of the problem is excessive collisions on the LAN. She gathers statistics on the collisions using the dot3Stats Table and localizes the problem to a single faulty interface card. Explain how she localized the problem. You may use RFC 2358 to answer this exercise.

9. You have been assigned the responsibility of adding a new vendor’s components with its own NMS to an existing network managed by a different NMS. Identify the three sets of functions that you need to do to fulfill your task.

10. In a ballroom dance class, the instructor asks the guests to form couples made up of a male and a female order (order does not matter) for a dance. Write an ASN.1 module for dance Group with data type Dance Group that is composed of data type couple; couple is constructed using male and female.

11. A high school class consists of four boys and four girls. The names of the boys with their heights are Adam (65”), Chang (63”), Eduardo (72”), and Gopal (62”). The names of the girls are Beth (68”), Dipa (59”), Faye (61”), and Keisha (64”). For each of the following cases, write an ASN.1 description for the structure and record values by selecting appropriate data types. Start with data type Student info, listing information on each student.

12. You are asked to do a study of the use pattern of 24,000 workstations in an academic institution. Make the following assumptions. You ping each station periodically. The message size in both directions is 128 bytes long. The NMS that you using to do the study is on a 10-Mbps LAN, which functions at 30 percent efficiency. What would be the frequency of your ping if you were not to exceed 5 percent overhead?

13. Imagine that you are working for a company (maybe you are) that has decided to move from an SNMP-based to a Web-based management system. You are asked to prepare an executive summary on the two approaches, WBEM and JMX, and make a recommendation. Present your report, which is not to exceed two pages (executives don’t have the time or patience to read longer reports).

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CONTACT:

DR. PRASANTH BE BBA MBA PH.D. MOBILE / WHATSAPP: +91 9924764558 OR +91 9447965521 EMAIL: prasanththampi1975@gmail.com WEBSITE: www.casestudyandprojectreports.com

Retail Management
Section A: Objective Type & Short Questions (30 Marks)
 This section consists of Multiple Choice & Short Notes Type Questions.
 Answer all the questions.
 Part One carries 2 marks each & Part Two carries 4 marks each.
Part One:
Multiple Choices:
1. The minimum value of Conversion ratio is_________
a. 0
b. 0.5
c. 2
d. 1
2. The law of retail gravitation is also called__________
a. Huff‟s law.
b. Belly‟s law.
c. Philip Kotler‟s law.
d. Relly‟s law.
3. In Huff‟s probability model of retail store location, the exponential „alpha‟ denotes,
a. The attractiveness of the store.
b. Power of the store in terms of potential customer located farthest.
c. It is simply a power over the attractiveness of the store.
d. None.
4. If the market has low level of retail saturation then the chances of success in the market is,
a. Higher.
b. Lower.
c. Unpredictable.
d. Extremely lower
5. If the original price be „a‟ and the reduce price be „b‟ then the mark down % in Pricing techniques
is given by,
a. (a - b)/a.
b. (a – b)/b.
c. (b – a)/a.
d. (b – a)/b.
Part Two:
Examination Paper of Retail Management
2
IIBM Institute of Business Management
1. What do mean by „Super market‟?
2. What do you understand by Upper and Lower threshold in pricing methodologies?
3. What does the term „silent market‟ say?
4. Explain „Gap theory‟ related with service quality.
5. Explain barometric technique used for sales forecasting.
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 200 to 250 words).
Caselet 1
Retail Management
Shane Flynn graduated from UCD with a Bachelor of Arts in 1994 and has worked in the retail sector
ever since. Although he has always entertained the idea of postgraduate studies, after four years in
university Shane was ready to get out and start earning some money in the „real world‟.
While working as retail business manager for Statoil Ireland in 2005, Shane learned about the part-time
MBS in Retail Management in DIT Aungier Street, and decided the time was right for a return to
college. „It was very hard, but I‟m glad I had commercial experience before I undertook this, I don‟t
know if I would have managed it straight after the BA degree,‟ he says.
His management were completely in agreement and Shane received full support, with regard to both
fees and time-off, during his two-year studies. The MBS in Retail Management required that Shane
attend lectures every Tuesday afternoon from 2pm, and also spend a week „on-campus‟ attending
lectures and producing papers on three or four occasions. Topaz Energy Group acquired both Statoil‟s
and Shell‟s Irish operations while Shane was in college, and he is now retail manager of every Statoil
and Shell branded filling station in Ireland. Thankfully, Topaz was more than willing to continue
supporting Shane‟s educational efforts.
In response to a query on how his course work could be applied to real-life work situations, Shane
mentions his dissertation topic that examined whether a lean management strategy can give a
competitive advantage to a forecourt operator. „Very specifically that helped me, but in all the classes I
learned something that I‟ve been able to apply successfully to work, be it human resource management,
supply chain, or whatever.‟
1. Did the fact that Shane was working and could think of real-world applications for what he was
END OF SECTION B
Examination Paper of Retail Management
3
IIBM Institute of Business Management
learning make the course more interesting?
2. How would you describe Shane‟s experience of part-time postgraduate education?
Caselet 2
Bobcat India Limited revolutionized footwear selling in India. The company hit upon the idea of
reaching customers through exclusive retail stores way back in 1932 and set up its own outlets,
which numbered around 1,200. It was no mean task setting up such a large network of retail outlets,
especially when 90% of them were owned and operated by the company, the rest being dealerowned
and operated. This chain store format identify has been a strong differentiating factor in the
Indian retail sector, being the first of its kind. Combined with the high quality of the footwear, the
brand soon had top-of-the-mind recall and stayed there for many years. Unit a few years ago, the
name „Bobcat‟ was synonymous with organized retailing in India, the only one of its kind.
The Chain Store Format
The Bobcat chain store format had its own credo – a signature store design with exclusive signage
and windows in order to facilitate easy association in the minds of the Indian consumers.
At present there are only two major categories of stores in the Bobcat Chain Store format:
(a) Bobcat Family Stores
(b) Bobcat Bazaar
(a) Bobcat Family Stores
These are sub-dividend into two formats again, based on the size of the stores. They are:
(1) Super Stores, generally more than 5,000 sq.ft. Catering to customers in the footwear category.
(2) High-street stores that are anywhere between 500 and 1,500 sq.ft. Found in busy shopping areas.
(b) Bobcat Bazaar
Bobcat Bazaar stores sell the company‟s planned economy product lines and marked-down
merchandise round the year. Known as R-pair stores, their performance depends heavily upon the
availability of marked-down merchandise. Such markdowns are done on products that have suffered
quality accidents, are shop-soiled, lines that are closed-out etc.
Recent Format Developments
New retail formats have begun to supersede conventional ones. Independent big-box multi-brand
department stores have started selling footwear as a category, especially in metros and cities. Malls
are another new shopping format that is growing rapidly in the metros. Many upcoming footwear
retailers are obtaining space inside the malls as mall partners to take advantage of the ready footfalls
available. For the existing independent Bobcat stores it is expensive now to run campaigns and
promotions to attain the required footfalls and expected conversions.
Merchandising in Bobcat Family Stores
The exclusively of the „Bobcat‟ brand to the Bobcat retail stores was the differentiating factor for
customers until recently. However, a few years ago the company decided to sell Bobcat branded
goods through its channel sales wing called Bobcat Wholesale. Hitherto, the wholesale channel had a
Examination Paper of Retail Management
4
IIBM Institute of Business Management
different brand for itself called BSC. This wholesale channel supplies merchandise to footwear
retailers across India through its authorized distributors. The brand Bobcat has now been extended to
this wholesale channel too, which means that Bobcat branded goods is available in every other local
footwear store. The exclusivity of the brand to its own outlets has come to an end. And, even as the
sales of the wholesale division remain stagnant, what compelling reasons can a customer have to
visit a Bobcat Store now? A peculiar feature of the Bobcat store was its odd price points: Rs 149.95,
199.95, etc.
Merchandise presentation and Visual Merchandising
Bobcat pioneered the concept of show window displays in India with a style that was unique to the
company. It was professionally managed, with an exclusive team handling the motif and the design.
Every month the direction to decorate the show windows were given by a mailer prepared by special
decorators. Sales personnel in each store were trained to be window decorators too. Recently, these
windows had to be done away with because the company thought that they should follow the
contemporary practice of free-access retailing, where all merchandise pairs are displayed in open
shelves to enable customers to help themselves. Remember, in India footwear is always tried on a
footstool and bought after considerable service extended by the salesperson personally. Free-access
retailing may work when there is adequate space inside a store to move around. The effect of such
„pigeon-hole‟ free access is that they give an impression that they are Bobcat‟s R-Pair outlets. What
can now entice the customer into entering a Bobcat store?
Customer Service
Though Bobcat faces tough manpower challenges (the store sales personnel and managers have
separate labor unions), the sales personnel who are on its permanent rolls are trained in selling
footwear. However, there are a large proportion of untrained and temporary hands. Further,
salespersons do not wear any uniform and hence customers can hardly identify them. There is as yet
no loyalty program to create customer stickiness to any store or the brand, and most of the stores are
not connected by a central information system or ERP (enterprise-wide resource planning) as the
organization has its limitations when it comes to investing in such initiatives. Organized retail
companies need to have non-negotiable standards of customer service or they will lose customers to
its competitors. The company is now losing its market share despite its strong position in categories
like men‟s footwear, children‟s uniform shoes, etc. However, the number of stores it has around the
country is around the same, at 1,200. The company now needs to put together a plan for both its
survival and growth on a war footing. The top management is revisiting its strategies in every
functional area to turn the company around.
1. What store format mix would you recommend for the company?
2. Did the company do the right thing by extending the in-store brand to the wholesale channel?
What should it do now?
Section C: Applied Theory (30 marks)
END OF SECTION B
Examination Paper of Retail Management
5
IIBM Institute of Business Management
 This section consists of Long Questions.
 Answer all the questions.
 Each question carries 15 marks.
 Detailed information should form the part of your answer (Word limit 150 to 200 words).
1. “The Indian Retail sectors are witnessing a transition phase where organized retailing is taking a
lead over unorganized retailing”. In the light of above statement, explain the current states of
Indian Retailing.
2. “The customer is fully satisfied when the perceived services meets or exceeds their
expectations”. Explain?
END OF SECTION C
Examination Paper of Retail Management
6
IIBM Institute of Business Management
IIBM Institute of Business Management
Examination Paper MM.100
Consumer Behaviour
Section A: Objective Type & Short Questions (30 Marks)
 This section consists of Multiple Choice & Short Notes Type questions.
 Answer all the questions.
 Part One carries 2 marks each & Part Two carries 4 marks each.
Part One:
Multiple Choices:
1. The Yellow color is related with personality links like________
a. Caution, warmth
b. Power, informality
c. Passion, excitement
d. Purity, innocence
2. Consumers having high ethnocentric value in CETSCALE for foreign made products are likely to
feel that________
a. It is worthy to purchase the foreign products.
b. It is wrong to purchase foreign made products.
c. Only foreign made products should be purchased.
d. They should remain neutral.
3. If the OSL(optimum stimulation level) score of a person is greater than the lifestyle he/she is
living then he/she likely to
a. Take rest
b. Appear quite satisfied
c. Seem bored
d. Can not be predicted.
4. The psychologists who disagree with the Freud‟s theory of personality are usually referred
as_______
a. Non Freudians
b. Freudians
c. Neo Freudians
d. C-Freudians
5. According to Sigmund Freud, the human personality consists of 3 interacting systems viz the id,
the superego and the ego. What actually „id‟ refers to
a. Its role is to see the individual‟s needs in a socially acceptable fashion.
b. Its role is to drive impulsions for the needs to be satisfied immediately.
c. Its function is to control and balance the impulsive demands.
d. None
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Part Two:
1. What is a „common man approach‟?
2. Differentiate between „Enculturation‟ and „Acculturation‟.
3. Write a short note on „Rokeach Value Survey‟, a widely used value instrument, in consumer
behavior studies.
4. Explain the „Sociometric method‟ of measurement in „Opinion Leadership‟.
5. What do you understand by the term „Viral marketing‟?
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 200 to 250 words).
Caselet 1
The Indian refrigeration industry had apparently reached maturity in the eighties. The introduction
stage could be seen in 1962-66; growth, 1967-80; and maturity 1981-88.Between 1989-90 and 1990-
91, the market grew by 12 to 12.35 lakhs units; in 1992-93 it is estimated to have come down from
12 to 10.39 lakhs pieces. Thus, the decline seems to have begun. Presently, there are six main
competitors in the refrigerator market in India. The industry seems to have structure prevailing in
monopolistic competition. The products at present available in the market are under the brand names
of Godrej, Kelvinator, Voltas, Videocon, BPL and Allwyn. The new entrants to the market like BPL
and Videocon with latest ultra modern refrigeration technology have thrown down the gauntlet to the
existing leaders like Godrej and Kelvinator. A study has been conducted to find out what change
have occurred in consumers behavior due to the emergence of these new challenges, because, for all
one knows; a very tough competition has recently emerged among the industrial giants due to which
consumer behavior has undergone drastic change. The main purpose of study is to see how defectors
are affecting consumer behavior. The specific objectives of this study are positioning of products
and brands, rating of different parameters and their ranking, consumers‟ degree of satisfaction,
estimating ideal capacity and ideal prices. Consumer‟s perception of price and brand, awareness of
different brands and various sources of information to the consumer. This survey leads to the
conclusion, that most of the people are aware of 165-liter capacity with awareness of nearly 95%,
others are less known to consumers. The most important parameters for customers while buying a
refrigerator are technology, cooling efficiency, durability, price, capacity and after-sales service in
that order. According to the dealers, the customers consider brand name, technology, cooling
efficiency, durability and after-sales service as very important. Other parameters like special
gift/price, guarantee/warranty are just important parameters. According to the customers, BPL,
END OF SECTION A
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Voltas and Videocon are high – priced refrigerator; Godrej and Kelvinator, comparatively lowpriced;
and Allwyn, medium-priced. From the dealers‟ survey it has been found out that the ideal
capacity is 165 liter; and the ideal price Rs. 7,000-8,000.
1. Due to the emergence of new industrial giants like BPL and Videocon, consumer
behavior has undergone a sea-change. In what ways?
2. Discuss which will be the most effective strategy according to you that will make
consumer brand loyal in the refrigerator industry.
Caselet 2
Walking down the streets of Delhi‟s Connaught place, capital‟s business heart, Mike Steve, 50 years
old CEO of Macnine shoes (India), was looking at the feet of the busy office goers. The CEO
purposely walked to his office near Super Bazar from the Palika car parking to have a first hand
feeling of the market response to the Macnine shoes, and in general the foot-wear habit of urban
Indians. Macnine shoes brought an image of simple no fuss yet elegant office-going shoes. The
shoes, known for its comfort and reasonable prices shared a good market share in face of
competition from Windsor, Red Tape, Lee Cooper, Woodland, etc. but as the days passed Mike‟s
trained eyes could see the changing scenario. Office goers no longer seemed to prefer “no fuss”
shoes, there was a distinct preference for heavy looking chunky shoes. People‟s perception about
office-going shoes was changing from regular 6-hole laced shoes to these heavy looking shoes. As a
result, Macnine shoes‟ market share decreased by 10 per cent between 1998 and 1999. Disturbed by
the fact, Mr. Steve called a meeting of the departmental heads and after five-hour long meeting it
was accepted, Indian consumers had undergone a sea change in their attitudes and perceptions about
the products. Office was no long seen as a boring work-place where a “no nonsense” rather “stiff
upper lip” attitude has to be maintained. Office was seen as more a part of regular life and a relaxed
“as you want to be” (of course within limits) attitude. Keeping pace with the time, Macnine shoes
also should shed its “traditional” image. More importantly, consumers are going more and more for
branded shoes, rather than mass production shoes that will be available at the retail shops. The
departmental heads agreed that there is a definite price-quality perception in the mind of the
consumers. Consumers perceive high price as a certificate of high quality that will be associated with
the branded products. Based on the price-quality perception, Macnine shoes were decided to be
positioned in the market. Dramatically changing from the basic principle of quality and affordability
targeting the growing middle class, the company saw a better prospect in developing a high priced
brand image as shoe was no longer, especially in big cities seen as necessity but it was a part of life
style marketing where shoes were seen as fashion accessories.
Macnine shoes which for over two decades was known for making popular affordable shoes,
took a one eighty degree turn and developed dedicated showroom with premium shoes and other
accessories like T-shirts, bags, socks etc. but, the result were quite contrary to what was expected,
the decrease in market share continued despite these efforts. The reason seems quite simple, or
decade‟s consumer has known the shoe to be in the affordable range. With this sudden change the
loyal buyers felt betrayed and turned away towards other local brands. The main selling point of the
company was missing the consumers no longer felt the urge to come to buy macnine shoes. The fact
was the brands who started as selling premium shoes were perceived to be in a category of catering
the upper category of consumers with extremely focused range of shoes which borne a premium
price. Talk of red Tape, talk of Lee Copper, the image that comes to the consumer‟s mind is of
premium shoes with all its associated characteristics. While past experience brings in the minds of
the consumer an “affordability” image of Macnine shoes. When the company drastically wanted to
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change the image, they could not fit into consumer perception of a premium shoe, while high price
deterred people who wanted affordability foremost. Macnine lost on both the grounds.
1. Explain the “role and status” for Macnine shoes.
2. Suggest some ways of changing consumer perception of Macnine shoes.
Section C: Applied Theory (30 marks)
 This section consists of Long Questions.
 Answer all the questions.
 Each question carries 15 marks.
 Detailed information should form the part of your answer (Word limit 150 to 200 words).
1. A college student has just purchased a new personal computer. What factors might cause the
student to experience post purchase dissonance? How might the student try to overcome it? How
can the retailer who sold the computer help reduce the student‟s dissonance? How can the
computer‟s manufacturer help?
2. An Advertising on a known deodorant shows a young beautiful girl is upset to meet her
boyfriend, as friends point out at her “Bad body odour”. The advertisement is trying to arouse
which motive in the consumer? Discuss by giving one similar examples?
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END OF SECTION B
END OF SECTION C

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Digital Marketing Professional
Guidelines for paper
 Total No. of Question is 100.
 The minimum passing mark is 40%.
 Each Question carries 1 mark.
 Answer all the Questions.
Multiple Choices:
1. The First Form of Mass-Media advertising was born in_______
a) 17th Century
b) 18th Century
c) 20th Century
d) 19th Century
2. Which one is the new and latest force of the advertising?
a) Radio
b) Internet
c) Newspaper
d) Television
3. Printing press, radio, television and internet are all examples of:
a) Major breakthroughs in technology
b) Digital Marketing
c) Global communication
d) None of these
4. ARPA Stand for_____________
a) Advanced report project agency
b) Advanced research project agency
c) Advanced report packet agency
d) None of these
5. The conversion of an analogue signal to a digital format is called__________
a) Decoding
b) Embedded Format
c) Emoticons
d) Encoding
6. What is the full form of W3C?
a) World Wild Web computer
b) World Wide Web consortium
c) World West Web computer
d) World Wide Web communicated
7. Advertising that is targeted to the content on the web page being viewed by a user at that specific time
is called______
a) Contextual Advertising
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b) Content Advertising
c) Conversion Advertising
d) Commission Advertising
8. Which of the following is not come under Four Ps of product?
a) Place
b) People
c) Price
d) Promotion
9. Search engine optimization (SEO) is related to_________
a) Promotion
b) Process
c) Product
d) None of these
10. “Small opportunities are after the beginning of great enterprise” is written by_________
a) Kathy Ireland
b) Jeff Bezos
c) Demosthenes
d) All of the above
11. Making sure everything works the way, it should before you let it out is known as___________
a) Designing
b) Testing
c) Planning
d) Developing
12. Every website on the Internet has a unique address is called_________
a) Domain Name
b) Numeric address
c) IP address
d) All of the above
13. Which of the following is most common and cheapest form of hosting?
a) Virtual dedicated hosting
b) Shared hosting
c) Dedicated hosting
d) Cloud-based hosting
14. Write down the full name of SERP_______
15. In the header section of the code on each of your web pages known as_______
a) Link
b) Body
c) Tag
d) Title
16. Which type of links are reside on pages that do not belong to your domain?
a) External
b) Internal
c) Internal/External
d) None of these
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17. IAB Stand for_________
18. A page with no meaningful content that is full of ads and the webmaster makes money from if someone
Clicks on them is called_________
a) Cloaking
b) Doorway page
c) Spam page
d) Interlinking
19. What is the second method of page Tagging?
a) Process
b) Developing
c) Designing
d) None of these
20. Every Transaction your web server makes is recorded in:
a) User file
b) Log file
c) Page tags
d) All of these
21. What is the full form of KPI________
a) Key process indicator
b) Key present indicator
c) Key performance indicator
d) Key Prospective identity
22. Which version produces the best result when two different version running of an ads or a page and
measuring the result to identity?
a) Testing
b) Tweaking
c) Investing
d) A/B split testing
23. Putting the theory into practice means:
a) Taking intelligence gleaned
b) Taking advertising creative
c) Taking Decisive action
d) Taking measurable action
24. “The new information technology internet and e-mail have practically eliminated the physical costs of
communication” said by________
a) Sims Jenkins
b) Signal vs noise
c) Matt Lindermann
d) Peter Drucker
25. Which marketing is the most powerful element in your digital marketing toolbox?
a) Digital Marketing
b) Direct Marketing
c) E-mail Marketing
d) Personal Marketing
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26. Fusion of marketing savvy and imagination copy is related to_________
a) Promotional Marketing
b) E-mail Marketing
c) Digital Marketing
d) None of these
27. Write down the full name of CAN-SPAM act________
28. Software and service that allow users to come together online and exchange, discuss, communication in
any form of social interaction is:
a) Social Paradigm
b) User Interface
c) E-mail
d) Social Media
29. The main problem with A/B split Testing is that ___________
a) You can use it to test variances of a single page element at a time
b) Double page element at a time
c) More than 2 page element at a time
d) All of the above
30. Personal interaction, creating, exchanging and sharing they all are different form of__________
a) Social Book marketing
b) Social media
c) Social paradigm
d) None of these
31. Which of the following is social media submission site?
a) www.digg.com
b) www.reddit.com
c) www.stumbleupon.com
d) All of the above
32. A series of digital media files (Audio or video) distributed over the internet is known as________
a) Blogs
b) Podcasts
c) Micro Blogging
d) Wikis
33. What is the essentially a short-message broadcast service that lets people keep people up to data via
short, public text posts upto 140 characters?
a) Facebook
b) SMS
c) Twitter
d) Linkedln
34. Online collection of web pages that are literally open for anyone to create, edit, discuss, comment on
and generally contribute to is:
a) Micro Blogging
b) Social media dash board
c) Wikis
d) None of these
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35. In which year the Chartered Institute of Public relation is define online PR (Public Relation) relations?
a) 2009
b) 2008
c) 2007
d) 2006
36. The process whereby a brand site, attracts customers by recording a third party for promoting their
Products and driving converting traffic website is called_________
a) Digital Marketing
b) Affiliate Marketing
c) E-mail Marketing
d) Strategic partnership
37. _______ the amount paid by an advertising for a click on their sponsored search listing.
a) Cost per action
b) Cost per acquisition
c) Cost per click
d) Cost per mille
38. The consumer performs the desired action on the merchant’s site, and a small piece of embedded code
on the merchant’s site inform the___________
a) Affiliate Marketing
b) Affiliate Network
c) Affiliate Site
d) None of these
39. Online Advertising content that appears over the top of the web page is called_________
a) Organic search results
b) Overlay
c) Opt-out
d) Opt-in
40. A computer file format that compresses audio files up to a factor of 12 from a wav file is known
as_________
a) MP3
b) MISSAN
c) MPEG
d) MPU
41. ___________ is a set of practices that enable organizations to communicate and engage with their
audience in an interactive and relevant manner through any mobile device or network.
a) Mobile Marketing
b) E-mail Marketing
c) Digital Marketing
d) All of the above
42. Which Advertising is now recognized as an opportunity for brands, advertisers and publishers to
engage consumers in a targeted and contextual manner?
a) Radio advertising
b) News paper advertising
c) Mobile advertising
d) Television advertising
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43. Which of the following language is used by many Internet application for exchanging information:
a) HTML
b) XHTML
c) XML
d) JAVA
44. Which is the example of popular Key performance Indicator (KPIs) for mobile campaigns?
a) Total downloads
b) Total Application user
c) Frequency and duration visit
d) All of these
45. Write down the full form of GPS__________
46. Which one of the company was launched its first play station back in 1995?
a) Apple
b) Nokia
c) Sony
d) Blackberry
47. In which year the first advertising agency, set up in Boston?
a) In 1855
b) In 1847
c) In 1843
d) In 1850
48. In 1983 which one started using TCP/IP protocol?
a) W3C
b) DNS
c) DARPA
d) ARPA NET
49. The first web page on the Internet was built at________
a) TCP
b) CERN
c) ARPA
d) All of the above
50. Who are becoming better informed, better connected, more communicative in the market?
a) Buyers
b) Customer
c) Consumers
d) None of these
51. Which Technology become more ubiquitous in people lives that consumers can satisfy their need more
quickly, more easily and with fewer barriers?
a) Advance Technology
b) Digital Technology
c) Both (a) & (b)
d) None of these
52. ___________ Technology that allows the use of a broadband internet connection to make telephone
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calls.
a) Video on demand
b) Virtual mobile network operator
c) Wireless application protocol
d) Voice over internet protocol
53. Who is the most important element in any form of marketing?
a) People
b) Customer
c) Seller
d) Consumer
54. Press releases, articles syndication and blogs they all are related to which channels?
a) Personal Channels
b) Offline Channels
c) Online Channels
d) None of these
55. Everything you do, online and offline, to get your product in front of your prospects is called_______
a) Promotion
b) Influencing
c) Advertising
d) All of the above
56. What is the first step of building your websites?
a) Testing
b) Design
c) Planning
d) Development
57. The process of designing your website to be equally accessible to everyone, in relation to the web is:
a) Usability
b) Accessibility
c) W3C & web standards
d) None of the above
58. You can buy multiple domain names is true or false.
a) True
b) False
59. Which of the following have ability to connect to the internet wirelessly?
a) Wi-Fi
b) Wiki
c) Web 2.0
d) Wilfing
60. The difference between effective web writing and effective print writing reflect the nature of:
a) People
b) Web designers
c) Both (a) & (b)
d) Audience
61. “Learning is the beginning of wealth, health and spirituality” this is said by________
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a) William Randolph Hearst
b) Marissa Mayer
c) Jim Rohn
d) None of these
62. Process a huge volume of searchers, scanning billions of items and delivering pages of relevant, ranked
results in a fraction is:
a) Engines
b) Browser
c) Search Engines
d) Scouring the web
63. Which of the following is not a traditional marketing channels ________
a) Commercial television
b) Radio
c) Print Publication
d) Yahoo
64. Short-tail Keyword is simple and very general in nature is:
a) True
b) False
65. Which type of tail keyword have more complex and more specific in nature?
a) Short- tail
b) Long-tail
c) Medium- tail
d) All of these
66. If you take it literally, encompasses everything on your website is called_______
a) Search results
b) Context
c) Content
d) Spiders
67. _________ is a technique that uses code to show one search engine friendly page to the spiders, and a
completely different page to a human visitor.
a) Cloaking
b) Interlinking
c) Keyword stuffing
d) Invisible Text
68. Your log files capture visits by search engines spiders and other automated bots as well as________
a) Analytics Software
b) Machines
c) Human user
d) All of these
69. ___________ will work even if you can’t access your web server logs?
a) Logs files
b) Page Tagging
c) Both (a) & (b)
d) None of these
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70. Junk paper mail become_______
a) Junk virtual mail
b) Junk business mail
c) Junk mail
d) Virtual mail
71. A host computer which maintains websites, newsgroup and e-mail service is known as_________
a) Session
b) Server
c) Simulcast
d) Skyscraper
72. When a legitimate E-mail is blocked by a spam filter is known as:
a) False Positive
b) True Positive
c) Tricky Proposition
d) None of these
73. Which one of the following is one of the most important steps in writing E-mail?
a) Creating Copy
b) Great subject line
c) Crafting the e-mail subject line
d) Ambiguous e-mail
74. To grab the attention to the audience in your e-mail which one of the option is best?
a) Point to point
b) Briefly
c) Interesting
d) All of the above
75. E-mail are delivered to the people on your list is another crucial element in your_________
a) E-mail marketing
b) Digital Marketing
c) Direct Marketing
d) Both (a) & (b)
76. __________ is that you deliver your message directly to an individual who actually wants to hear from
you.
a) Direct Marketing
b) E-mail Marketing
c) Digital Marketing
d) None of these
77. __________ is umbrella term for web based software and service.
a) Social Media
b) Social Media Submission
c) Social Bookmarking
d) None of these
78. People who are most active in social media circles will be the element of your target market can be
classified as________
a) Influencers
b) Influence
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c) Listener
d) All of these
79. Social bookmarking site is known as_______
a) www.delicious.com
b) www.ma.gnolia.com
c) Both (a) & (b)
d) None of these
80. What is the main work of review and rating sites?
a) Allow user to review and rate companies
b) Allow user to show the status of the companies
c) Allow user to give suggestion
d) Allow user to view the status
81. Facebook, Linkedlns, Google these all are comes under_______
a) Social Network Sites
b) Social Media Sites
c) Media sharing Sites
d) Forums and Discussion Sites
82. People all over the world are using blogs to______
a) Report Local News
b) Offer their opinion
c) Share their experience
d) All of these
83. Which of the following content is available to both media professionals and consumers?
a) PR
b) CRM
c) Both (a) & (b)
d) None of these
84. What is the right way of getting prominent, newsworthy stories about your product, brand or company?
a) Online Press release
b) Offline press release
c) Offline Equivalent
d) Standard Press release
85. Your headline and first paragraph should capture reader’s_________
a) Attention
b) Interest
c) Views
d) Suggestion
86. Who are working in affiliate Marketing?
a) Brand/Seller
b) Affiliate
c) Customer
d) all of these
87. The companies who want their product and services advertising on the interest and are trying to attract
new business called_______
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a) The Affiliate
b) The Merchants
c) The Consumers
d) The Customers
88. __________ is refers to that free brand exposure free as merchant only pay for action.
a) Affiliate marketing
b) Digital Marketing
c) Strategic Marketing
d) None of these
89. Innovation and human desire for something newer and better are driving the rapid evolution of:
a) Laptop
b) Tablet
c) Mobile Device
d) Radio
90. Mobile gaming has been described as the wide-open battle ground of the:
a) Professional Industry
b) Application Industry
c) Entertainment Industry
d) All of these
91. For mobile marketing to work, consumers need to have confidence that their privacy will be________
a) Well crafted
b) Imaginative
c) Entertaining
d) Protected
92. Lots of energy and investment currently flowing into_______
a) Mobile cloud
b) Mobile data
c) Mobile Privacy
d) Mobile Apps
93. Technology has enhanced the process of refining the_________
a) Brand & quality
b) Products & brand
c) Products & Service
d) Quality & Quantity
94. What type of Marketing, Uniquely allows us to both broaden our scope and narrow our focus at the
same time_________
a) Digital Marketing
b) E-mail Marketing
c) Direct Marketing
d) All of these
95. Which one of the following is used for exchanging SMS messages.
a) SMPP
b) SMSC
c) SMS
d) SIM
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96. The Technology that allows user to store video content on their computer for viewing at a later date is
known as________
a) Deep-linking
b) Uploading
c) Downloading
d) None of these
97. Web design software that creates animation interactive elements and quick to download is:
a) Flash
b) Coral
c) Photoshop
d) Flash Impression
98. A group of computer connected together which are at one physical location is.
a) MAN
b) LAN
c) WAN
d) Link
99. The area where an Advertising is displayed/placed within a publisher’s mobile content is:
a) Placement
b) Podcasting
c) Pharming
d) Phishing
100. When a user makes a purchase from online advertiser is called______
a) Buy
b) Sale house
c) Sale
d) Both (a) & (c)
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