Advertising
Max. Marks: 80
Answer any five questions
All questions carry equal marks
- - -
1. What is advertising? Bring out clearly the changing concept of advertising in
modern business world.
2. Explain the objectives and functions of advertisement manager.
3. What is advertisement budget? How do you determine optimal expenditure
through advertisement budget?
4. What are the characteristics of advertising media? Explain..
5. Write a short note on:
a) Visual layout.
b) Production traffic copy.
6. How do you measure the effectiveness of advertisement? Explain.
7. Define sales promotion? Explain the types of sales promotion.
8. Explain the merits and demerits publicity.
Answer any five questions
All questions carry equal marks
- - -
1. What is advertising? Bring out clearly the changing concept of advertising in
modern business world.
2. Explain the objectives and functions of advertisement manager.
3. What is advertisement budget? How do you determine optimal expenditure
through advertisement budget?
4. What are the characteristics of advertising media? Explain..
5. Write a short note on:
a) Visual layout.
b) Production traffic copy.
6. How do you measure the effectiveness of advertisement? Explain.
7. Define sales promotion? Explain the types of sales promotion.
8. Explain the merits and demerits publicity.
Xaviers Institute
of Business Management Studies
Business
Ethics
Max. Marks: 80
SECTION - A
1. Answer any ten of the following in about 3-4 lines each: (2x10-20)
a) Define Business Ethics.
b) What is morality?
c) How religion and ethics are related?
d) What is ethical dilemma?
e) Define Corporate Governance.
f) Whar are attitudes?
g) What is the psychological egoism?
h) State the two unethical practices in Software Company?
i) What are tax ratios?
j) List four features of utilitarianism?
k) What is whistle blowing?
l) What is software privacy?
SECTION - B
Answer any three of the following. Each question carries 5 marks. (3x5=15)
2. Explain the significance of ethics in business planning and decision making.
3. What are corporate crimes? What are their effects on society?
4. What are the implications of unethical practices on human resource management?
5. What do you mean by classical utilitarianism? Explain its principles.
6. Explain the benefits of good corporate governance.
SECTION - C
Answer any three of the following. Each question carries fifteen marks. (3x15=45)
7. Explain the ethical issues involved in managing finance with an objective
of maximizing shareholders wealth rather than shareholders interests.
8. Describe congnitivism and non-congnitivism ethical theories.
9. Explain the impact of corporate governance of Narayana Murthy Committee.
10. Explain the factors influencing ethical environment a service organization.
11. Explain the corporate social responsibility towards the educational institutions.
Max. Marks: 80
SECTION - A
1. Answer any ten of the following in about 3-4 lines each: (2x10-20)
a) Define Business Ethics.
b) What is morality?
c) How religion and ethics are related?
d) What is ethical dilemma?
e) Define Corporate Governance.
f) Whar are attitudes?
g) What is the psychological egoism?
h) State the two unethical practices in Software Company?
i) What are tax ratios?
j) List four features of utilitarianism?
k) What is whistle blowing?
l) What is software privacy?
SECTION - B
Answer any three of the following. Each question carries 5 marks. (3x5=15)
2. Explain the significance of ethics in business planning and decision making.
3. What are corporate crimes? What are their effects on society?
4. What are the implications of unethical practices on human resource management?
5. What do you mean by classical utilitarianism? Explain its principles.
6. Explain the benefits of good corporate governance.
SECTION - C
Answer any three of the following. Each question carries fifteen marks. (3x15=45)
7. Explain the ethical issues involved in managing finance with an objective
of maximizing shareholders wealth rather than shareholders interests.
8. Describe congnitivism and non-congnitivism ethical theories.
9. Explain the impact of corporate governance of Narayana Murthy Committee.
10. Explain the factors influencing ethical environment a service organization.
11. Explain the corporate social responsibility towards the educational institutions.
Xaviers Institute
of Business Management Studies
MARKS : 80
SUB: CONSUMER BEHAVIOUR
N. B. : 1) Attempt all Four
Case studies
2) All questions carry equal marks.
CASE
STUDY 1
Kellogg
India ltd.
Top mangers of Kellogg India ltd received unsettling reports of a
gradual drop in sales. Managers realized that it would be tough to get the
Indian consumer to accept its products. Kellogg banked heavily on the quality
of its crispy flakes. But pouring hot milk on the flakes made them soggy and
did not take good and not many Indian consumers like to have them with cold
milk.
A typical average middle class Indian family did not have breakfast
on regular basis like their wetern counterparts. Those who did have breakfast,
consumed parathas, idlis , bread, butter, jam, milk tea and local food
preparations. According to analysis, a major reason for kellogg’s failure was
the fact that the tastes of its product did not suit Indian breakfast habits.
Kellogg sources were however quick to assert that the company was not trying to
change these habits; the idea was only to launch its products on the health
platform and make consumers see the benefit of this healthier alternative.
Another reason for low demand was premium pricing adopted by the company
Disappointed with the poor performance, Kellogg decides to launch
two of its highly successful brands- chocos and frosties in India
The success of chocos and Frosties also led to kellogg’s decision to
focus on totally Indiansing its flavors in the future. Kellogg also introduced
packs of different sizes to suit Indian consumption patterns and purchasing
power.
Kellogg tied up with the Indian diet association to launch a nation
wide public service initiative to raise awareness about iron deficiency
problems. The company has also modified its product, particularly the addition
of iron fortification in breakfast cereals.
However, Kellogg continued to have the image of a premium brand and
its consumption is limited to a few well of sections of the Indian market.
Question
Question 1:- How effectively Kellogg has
met conditions of marketing concept?
Question 2:- Suggest ways how Kellogg can
have more influence on consumption behavior of Indian consumer?
Question 3:- SWOT Analysis of Kellogg?
CASE
STUDY 2
Amway’s
Relationship with Stakeholders
Amway is one of the largest direct sales companies
in the world. It continues to be a family owned business which was founded in
1959. Today, it employs 14,000 people worldwide and markets over 450 product
lines. Its vision is to help people lead better lives. Its success is largely
due to its three million ABOs (Amway Business Owners) spread across 80
countries. Thanks to Amway, these people have a business of their own.
The only shareholders of Amway are the families that
own Amway. The communication channels used by Amway to communicate regularly
with its internal and external stakeholders are websites, email, events,
publications and membership of trade bodies.
Amway sells directly to consumers, without the
presence of retail outlets. It has its own supply chain through the ABOs. Amway
seeks regular feedback from the ABOs and customers to find out how well it is
doing and to improve service. The ABOs are independent small businesses, but
depend on Amway suppliers to produce quality products.
Amway’s involvement with communities is a part of
its vision to ‘help people lead better lives’. It promotes its corporate social
responsibility (CSR) all over the world. Corporate social responsibility at
Amway involves supporting social causes, acting in an ethical manner by making
good products and supporting its stakeholders in a number of ways. For example,
Amway has partnered with the children’s charity UNICEF. It helps provide
vaccinations to fight the world’s six most deadly diseases. It has chosen this
charity because of its ABOs’ concern about families.
Ethical businesses get actively involved in
improving the communities where they work. Amway’s business ethics not only
provides a clear framework within which to work, but also gives it a positive
business advantage. Its ‘One by One’ program is good for both the environment
and for business. This program supports organic farming, seeks to reduce waste
and packaging and to switch to renewable energy sources. There is a cost
involved in these practices, but this can be balanced against the benefits
derived by both the business and the community.
Amway has to balance the needs of its many different
stakeholders. It sets high standards of ethics and codes of conduct, in order
to make sure that these are upheld. Its CSR program helps the environment, its
own employees and underprivileged children all around the world.
Question
Question 1:- Who
are the external stakeholders that Amway communicates with?
Question 2:- What
communication channels would you recommend to Amway, apart from what is
mentioned in the case and why?
Question 3:-
stakeholders are the consumer of Amway. Comment
CASE
STUDY 3
A Consumer’s
Buying Decision Process
Lalith is a stores manager and head of the
distribution centre in an Indian company that’s located in one of the
developing cities. His family includes his parents who have retired from their
respective banking professions, his wife who is working as a librarian in a
college, his twin sons who are now eligible for primary school admissions and
an unemployed younger sister whose marriage is fixed. Lalith belongs to a
middle class segment but more or less, the income level and family saving is
good.
Lalith’s parents are conservative in nature. They
prefer to spend on the basic necessities and those essential things that make
up a living. However, Lalith likes to have a comfortable lifestyle and spends
most of his earnings on furnishings and interior decor. Recently, Lalith had
bought two air-conditioners but his parents didn’t let him install it in their
room. So, he had to put the second one in the children’s room. Lalith often
ignores his parent’s advices and does what he feels like doing. He is also
planning to purchase a car within a year. His wife doesn’t mind Lalith’s
spending habits but she is very particular to ensure that her salary is spent
only on the household expenses and the rest goes to the Fixed Deposit of her
Bank.
Now, since Lalith’s sister is getting married soon,
his parents have insisted on Lalith to spend less and save more so that the
marriage ceremony takes place in a splendid way. Lalith’s marriage was a small
event because most of the relatives and friends had already informed that they
could not attend the occasion for personal reasons. And so, Laith’s parents
wanted to invite all the relatives and friends for their daughter’s wedding and
make the occasion a grand success. Due to this reason, there are small fights
happening in the house and Lalith feels that his income is not enough to meet
the requirements. He is getting irritated over small things and he has lost
concentration on his work.
Then, one particular working day when Lalith was
carrying out his usual routine work at the warehouse he gets a sudden call from
the Vice-President (VP) of the company asking him to meet within the next half
an hour. He is surprised and at the same time nervous about the meeting
wondering what was the meeting about. He delegates some work to his assistant
and then hurries to the adjacent building block. The top authorities of the
company had their offices in this block. No sooner he enters the building he is
called inside the VP’s chamber and after some time when Lalith comes out of the
room he realizes that he has received a cash reward for a record work he had
accomplished a long time back. The top management even presented him a
Certificate of Excellence and a personal letter asking him to lead by example.
When he comes back to his office he also realizes that a copy of his
certificate was put across the company’s internal e-mails and notice boards. He
is very happy with the recognition he deserved especially with the Cash amount
he received and commits himself to solving more complicated tasks at the
workplace.
Realising the need for a car before his sister’s
marriage, he even decides to purchase a car without wasting much time. He takes
a friend along when selecting the type of car, the brand, the features and
other attributes. Lalith is not particular about the brand but he prefers to
have a big, spacious car which also is convenient for long distance traveling.
He has an unclear budget above which he is not willing to pay for the car. His
friend tells him that while deciding the features, color and other aspects, he
may have to spend additional amount as well. At the end, he and his friend list
down the three suitable brands that meets Lalith’s considerations. After
thinking for about a week, regarding the three car choices, Lalith finally
selects one among them. In the next two days, he completes all the formalities
and payments with respect to the purchase. He also tells the showroom
executives to deliver the car to his home. He already has a driving license but
then he decides to keep a driver till he gets the confidence to drive a big
car. 2 His parents are also happy seeing that Lalith, his wife and kids are
excited about owning a car. Lalith manages to convince his conservative parents
that savings are important but spending on finer things in life is not bad as
well especially when you are in a position to do so. His sister’s marriage
takes place with grandeur and Lalith gets the opportunity to display his big
car in front of the guests.
After
recognizing Lalith’s family background, status and situation,
Question
1) What do you think are the factors that influence Lalith’s buying behavior in
general? According to Maslow’s need hierarchy theory, what are the needs of
Lalith as a consumer and as an individual?
Question
2) Identify and analyze Lalith’s decision-making stages when he purchased the
car.
CASE
STUDY 4
ABC Electronics Ltd. – A Wrong
Analysis of Consumer Behavior
ABC Electronics Ltd. was a company established in 1983 by
Mr. Manoj Kumar and over the years had emerged as one of the leaders in the
growing segment ofthe electronics and home appliances market in India
In 1991, Prasad, son of Mr. Manoj Kumar, took over as the
Managing Director of the company. Seeing the intense competition in the post
liberalization scenario, Prasad was keen to follow the principle that once you
have decided on your target customer, you follow him/her relentlessly with
attractive offerings. In 1994, he developed a well focused promotion and
distribution strategy. The promotion strategy involved an advertising budget of
Rs. 10 crores, a special training program for the sales force and offering
freebies and various other sales promotion techniques. In terms of
distribution, Prasad selected exclusive showrooms and franchisees to display
their wide range of products. The location of the exclusive retail outlets was
also selected so as to match the perceptions of the consumers as an “exclusive
showroom” for them.
However, even after two years of implementing the new
promotion and distribution strategy, the sales of ABC Electronics did not pick
up to the extent that the company thought it would. Prasad then directed the
marketing manager to conduct a study of other retail outlets to know the trend.
The results revealed that there was a change in consumers’ perceptions
regarding purchasing consumer durables. There seemed to be a
preference for purchasing goods from multi brand, rather
than from single brand outlets.
Questions
1. Where do you think Prasad went wrong in his
analysis of consumer behavior?
2. Discuss the change in the role of the consumer
today, as compared to the consumer five years ago
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