Chapter 3: Enterprise Marketing Plan
Q1 Explain the following term:
(a) ATL.
(b) BTL
(c) TTL
(d) CRM
(e) AIDA
Q2 Is vendor management different from employee management? Enumerate.
Q3 Explain in detail SMART goals.
Q4 Explain the disadvantages of skimming price method.
Q5 Explain in detail any 3 pricing strategies.
Q6 Explain the important factors affecting the choice of channels of distribution by the manufacturer.
Q7 Arvind has started his Italian food based restaurant. Does he have to register his trademark? And give the reasons for the same.
Q8 Imagine that you have started selling FMCG goods then what kind of promotional strategies will you be using?
Q9 What are the various types of brand names from the entrepreneur’s perspective?
Chapter 4:
Enterprise growth strategies
1.
Who is a franchisor?
2.
Who is a franchisee?
3.
What is value addition?
Explain by giving examples.
4.
What are the disadvantages of
franchising to the franchisee?
5.
What is synergy? In what forms
can it take place?
6.
What do you think are the
reasons for failure of merger and acquisition?
7.
What does moving up the value
chain mean? Explain with the help of an example.
8. In the following cases identify the type of merger:
a) A merger between
firms that are involved in totally unrelated business activities.
b) A merger occurring
between companies in the same industry.
c) It takes place
between two companies that deal in the same products but in separate markets.
d) It takes place
between two business organizations that deal in products that are related to
each other and operate in the same market.
e) It is between two companies producing different goods or
services for one specific finished product.
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