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National
Institute of Business Management
Chennai -
020
FIRST
SEMESTER EMBA/ MBA
Subject :
Marketing Management
Attend
any 4 questions. Each question carries
25 marks
(Each
answer should be of minimum 2 pages / of 300 words)
1.Examine
the developments in the concept and practice of Marketing.
Answer : The Development Of The Marketing Concept
The marketing concept is a fairly recent one, and
has been preceded by other business philosophies.
Production orientation - During the nineteenth century it was often thought that people would buy anything, provided it was cheap enough. This belief had some truth in it, since the invention of the steam engine allowed very much cheaper mass-produced items to be made. The prevailing attitude among manufacturers was that getting production right was all that mattered; this is calledproduction orientation. This paradigm usually prevails in market conditions under which demand greatly exceeds supply, and is thereof
Production orientation - During the nineteenth century it was often thought that people would buy anything, provided it was cheap enough. This belief had some truth in it, since the invention of the steam engine allowed very much cheaper mass-produced items to be made. The prevailing attitude among manufacturers was that getting production right was all that mattered; this is calledproduction orientation. This paradigm usually prevails in market conditions under which demand greatly exceeds supply, and is thereof
2.Explain
the concept and importance of today’s Service Marketing.
Answer : Stated simply, Services
Marketing refers to the marketing of services as against tangible products.
As already discussed, services are
inherently intangible, are consumed simultaneously at the time of their
production, cannot be stored, saved or resold once they have been used and
service offerings are unique and cannot be exactly repeated even by the same
service provider.
Marketing of services is a relatively
new
3.Explain
the importance of consumer behavior for marketers.
Answer :
4.What
is the meaning of Advertisement and its difference with publicity? Explain.
Answer :
5.Explain
the process of recruitment.
Answer : The 19 Steps in an Effective Recruiting
Process
In
this section I’ll list each of the 19 distinct steps in the recruiting process,
as well as the primary goal and the common cause of failure for each.
Step
#1 — Determine your ideal recruiting target — the goal of this step is to
determine precisely who recruiting efforts should target, including performance
level, experience level, and whether or not they are actively looking for a
job. If you’re targeting top performers or poaching from competitors, the remaining
steps of the recruiting process must be designed to “fit” the needs in the job
search process of your
6.Explain
the techniques and methods for designing organization structure.
Answer :
25
x 4=100 marks
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