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National Institute of
Business Management
Chennai - 020
EMBA/ MBA
Elective: Marketing
Management (Part - 1)
Attend any 4 questions. Each
question carries 25 marks
(Each answer should be of minimum 2 pages / of 300 words)
1.Describe Marketing Myopia symptoms according to Prof. Levitt.
Answer : We always know when an
HBR article hits the big time. Journalists write about it, pundits talk about
it, executives route copies of it around the organization, and its vocabulary
becomes familiar to managers everywhere—sometimes to the point where they don’t
even associate the words with the original article. Most important, of course,
managers change how they do business because the ideas in the piece helped them
see issues in a new light.
“Marketing Myopia” is the quintessential big hit
2.Examine why new product fail.
Answer : As important as it is to
engage in continuous product development, many of these new products will fail.
New product failure rates have been recorded that are as high as eighty
percent, and as low as fifty percent. Which figure we believe is dependent upon
how 'failure' and 'new product' are defined. There also are many reasons why
new products fail. This section defines
what is meant by the term 'failure' and summarizes the major reasons normally
offered for why products do fail.
Types of Product Failures
3.Discuss the details of the distinct steps for positioning a brand.
Answer : Determining Positioning Strategy.
All of us know that it is a
complex and difficult task to identify and select a positioning strategy. Lets
us discuss the steps involved in positioning strategy, there are basically
six-step that are adopted.
In each of the steps, marketing
research techniques can be employed to get the necessary information. These
steps are discussed as follows:
(1) Identifying the Competitors - A first step is to identify the
competition. This step is not as simple as it seems to be. For example, ‘Pepsi
‘ might
4.Explain the pricing methods based on demand.
Answer : The pricing method you
select provides direction on how to set your product price. The way you set
prices in your business will change over time, for many reasons. As you learn
more about your customers and competition, you may decide to change your
pricing method. Use changes in the industry or the development stage of your
product as an indicator that it’s time to review your pricing strategy.
There are three basic methods to
price your product:
5.How to prevent a price war? Explain.
Answer :
6.Explain the different steps in Direct Marketing.
Answer :
25 x 4=100 marks
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