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Xaviers Institute
of Business Management Studies
Subject Title: Advertising
Maximum Marks: 80
Answer
Any 5 questions (5 x 16 = 80 Marks)
1. (a) Define advertising and explain its role in the modern
world. (08)
(b) What are the reasons for waste in advertising? (08)
2. (a) How does advertising affect cultural values of the society? (08)
(b) State the importance of market segmentation. (08)
3. (a) What are the essentials of good poster? (08)
(b) Bring out the need for advertising research. (08)
4. (a) What are the advantages of testing advertising effectiveness? (08)
(b) Explain the factors determining advertising budget. (08)
5. (a) State the merits and demerits of direct mail advertising. (08)
(b) Why is product research essential? (08)
6. Write short notes on (any four) :- (16)
(a) Product Life Cycle (d) Good Slogan
(b) Service Advertising (e) Internet advertising
(c) Audit Bureau of Circulation (f) Doordarshan Code
7. (a) Explain the different forms of advertising headlines. (08)
(b) Distinguish between radio advertising and television advertising. (08)
8. (a) Describe the different types of customers. (08)
(b) What are the different buying motives? (08)
9. (a) Explain the functions of an advertising agency. (08)
(b) State the essentials of a good copy. (08)
10. (a) What are the different types of layout? (08)
(b) What is visualization? State the step in visualization. (08)
11. (a) Discuss the future of advertising in India. (08)
(b) Critically analyses the criticisms leveled against advertising. (08)
12. Write short notes on (any four) :- (16)
(a) Client Turnover (d) T.R.P.
(b) Illustration (e) Brand Name
(c) Media Planning (f) Advertising and Consumer Price
Xaviers Institute
of Business Management Studies
Subject Title: Brand
Management
Maximum Marks: 80
Instructions:
1. Attempt
any 5 questions. All questions are for 16 Marks.
2. Make
suitable assumptions wherever necessary.
Q.1 (a) Explain the eight different questions
that a product manager needs to
answer to analyse current and potential
customers. Explain each question
with the help of a product category.
(b) Differentiate between potential and forecast. What are the objectives
behind estimation of (i) market
potential and (ii) sales forecasting?
Explain any two methods of estimating
(i) market potential and (ii) sales
forecasting.
Q.2 (a) Define competitor. Explain the four
bases of competition and four levels
of competition. Supplement your answer
with example(s).
(b) Explain the three major factors in assessing the underlying
attractiveness
of a product category.
Q.3 What are the benefits of a successful
marketing strategy? Which are the
seven parts of a marketing strategy of a
product? Explain the first five
parts of this strategy with an example,
in detail.
Q.4 (a) What do brands mean to you? What roles
does a brand play for a
manufacturer and a consumer? With
examples, explain the different
challenges a brand manager faces today.
(b) Choose a brand having its origin in India. Explain how it can be
assessed
on the basis of Customer Based Brand Equity
(CBBE) model.
Q.5 (a) Pick a product or service category
basically dominated by two main
brands. Evaluate the positioning of each
brand. Who are their target
markets? What are the main points of
parity and points of difference?
(b) Select a brand and identify all its brand elements that contribute
towards
development of its brand equity. Explain
the role of each element towards
development of brand equity of that
brand.
Q.6 (a) If you had to launch a fast food
restaurant in your city or town, what kind
of marketing programmes will you design
to build strong brand equity of
the fast food restaurant?
(b) Choose a brand and identify all its marketing communication materials.
How effectively has the brand mixed and
matched the marketing
communication material?
Q.7 (a) Define brand equity management system.
Explain the three steps of
implementing brand equity management
system.
(b) Enlist the quantitative and qualitative research techniques to identify
potential sources of brand equity.
Explain any one in detail.
Q.8 (a) Define brand product matrix. Select a
firm having multiple brands and
product categories and then identify its
brand product matrix. Explain
breadth of a branding strategy?
(b) Define brand extension. Explain the steps to be undertaken for
successfully introducing brand
extensions.
Q.9 (a) Give reasons for companies to market
their brands globally. Explain the
disadvantages of global marketing
programmes.
(b) With examples, explain how global brands implement the strategies of
localization
and standardisation.
SUB : Data Management
PART – A
(5 x 4 = 20 Marks)
Attempt any 5 Questions
1. Distinguish between specialization and generalization.How
will you represent them in an ER diagram?
2. Give examples of different types of
JOIN statement in SQL.
3. What are clustered indexes? What
is the maximum number of clustered index allowed on one data file?
4. List the different types of
constraints that can be specified in a relational database.
5. Define functional dependency and state
the Normal Form based on this.
6. State the desirable properties of a
transaction.
7. What are temporal databases? Give an
example of a typical application where such databases will be required.
8. Explain inheritance property in
OODBMS.
9. Draw a block diagram showing the basic
steps in Query Processing.
10. Define: (a) Network transparency
(b) Fragmentation transparency
PART – B
(3 X 20 = 60
Marks)
Attempt any 3 Questions
11. (i) Explain the 3 schema architecture in DBMS.
Highlight the difference between physical and logical data
independence.
(ii)
Define 3 NF and Boyce-Codd NF. Explain with suitable
examples.
12.
(i) Compare a file based system and an RDBMS system. When will you
develop a file based
system?
(ii) Construct an ER diagram for a company, which sells and services cars. The
company keeps information about customers who purchase one or more cars, the
sales person who is responsible for the sale and service details for each car
is maintained. (assume minimum of 4 attributes on each entity
type)
13. (i)
With a suitable diagram, explain the overall structure of a database
system.
(ii) Define primary key, super key and
candidate
key.
(iii) What are inference rules in a functional dependency? When
is a set of FD said to be a minimal
set?
14. (i) List the operations of the
relational algebra and explain with Suitable
example
15. (i) Explain the different types of
indexes. Which of these indexes are dense and which are not.
16. a) (i) Discuss why concurrency
control is needed in a
DBMS?
(ii) Explain any one method by which concurrency is achieved in a
DBMS.
17. (i) Explain with examples the
concept Record and SET data structures in a Network data
,model
(ii) Explain how a select operation is done in query
processing?
18. (i) Explain the concept of Object and
Object Identity in Object
Oriented data
model
(ii) Discuss the features of Distributed
database.
(iii) Explain the 2-phase commit protocol for distributed
database.
19. (i) Describe the association
rule and classification rules in data
mining?
(ii)
With a schematic diagram explain the architecture and features
Information
Technology
N.B.: 1)Attempt any sixteen
questions 2)All questions carries equal marks.
1. What are the characteristics of a
technologically enabled organization?
2. How does an Organization acquire &
disseminal knowledge?
3. Why do you suppose inquiry – only applications were developed
instead of fully on lines system?
4. What kind of technology is least flexible? Most flexible?
5. How does strategic planning differ between a firm that offers
services & one that manufacturers a product? Is there a difference in the
impact of technology on strategy in any two types of firms?
6. What kind of business activities do you think are most amenable
to common systems in different countries?
7. What kind of programs do you think are likely to make the most
use of floating – point instructions?
8. Distinguish between computer hardware & software which most
concerns a manager?
9. What kind of software does a server for a local area network
need to have?
10. What is OLAP? How does it
contribute to the organization?
11. Why are standards so important in communications?
12. What industries are most likely able to take advantage EDI?
13. Are there applications where it does not matter if multiple
databases are simultaneously updated?
14. Most organizations today have computers and software, all of which
are supposed to work on a network, from different Vendors? What are the potential problems with using
products from many different sources?
.. 2..
15. What are the differences in design for multi-user system versus a
personal system on a pc?
16. Does a system have to use the most modern technology to be
successful? Why or why not? Are there disadvantages
to utilizing the most up-to-date technology?
17. Why should one insist on a demonstration of a package?
18. What is a spaghetti organization?
19. How can you transform a huge firm like General Motors with the
help of information technology?
20. How more user development eventually eliminates the need for
professional systems analysis and programmers?
21. How can a company use multimedia today?
22. How does one go about identifying the expert to be used in
developing an expert system?
23. Describe how a virus actually works? What kind of files does it want to infect?
24. What kind of changes does information technology either create or
facilitate within and between organizations?
What other changes are associate with IT?
25. What are the drawbacks of work place monitoring? Why management might wants to monitor worker
productivity?
