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|
DRIVE
|
SPRING 2015
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|
PROGRAM
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MBADS/ MBAFLEX/
MBAHCSN3/ MBAN2/ PGDBAN2
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SUBJECT CODE & NAME
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MB0046- Marketing
Management
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BK ID
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B1629
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SEMESTER
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2
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CREDITS
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4
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MARKS
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60
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Note: Answer all
questions. Kindly note that answers for 10 marks questions should be approximately
of 400 words. Each question is followed by evaluation scheme.
1 A marketing mix can be
referred to as a planned mix of the controllable elements of a product’s
marketing plan, commonly termed as 4Ps: Product, Price, Place and promotion. Considering
the increasing role of services in the economy and customer orientation, additional
3 Ps such as People, Process and physical evidence were added to the marketing mix.
These Ps are very important while generating optimum income for the company since
it will be adjusted until the right combination that serves the needs of the
customers. Define the term marketing mix. Describe the 7ps of marketing mix.
Answer: A planned mix of
the controllable elements of a product's marketing plan commonly termed as 4Ps:
product, price, place, and promotion. These four elements are adjusted until
the right combination is found that serves the needs of the product's
customers, while generating optimum income. Sometimes the first P (Product) is
substituted by presentation. See also marketing and mega marketing.
Four P's of
marketing mix :
1. Product :-----------------------
Q.2 A brand is a composite
set of beliefs and associations in the mind of consumers. In brand
development, as a part of
branding strategy decision, the brand manager can decide to create new brand
elements for the new products, apply some of the existing brand elements to the
new product, or use a combination of existing and new brand elements to the
existing and new products. Explain the different branding strategies used by
the companies for their range of products.
Answer: Definition of
Brand: The word
"brand" is often used as a metonym referring to the company that is
strongly identified with a brand. Marque
or make are often used to denote a brand of motor vehicle, which may be
distinguished from a car model.
Advantages of Brand:Brand Identity Design is the
creation of the visual identity, “The Branding”, for a company and/or its
clients.
1. Pride - A professionally designed logo
and Brand / Identity system will show that you are committed to presenting your
company as a major contender in your market.------------------------
3. Describe the
international market entry strategies in brief.
Answer: A market entry strategy is the planned method of delivering goods or
services to a new target market and distributing them there. When importing or
exporting services, it refers to establishing and managing contracts in a
foreign country.
Direct Exporting: Direct exporting is selling directly into the market you have chosen
using in the first instance you own resources-------------------------
Q.4 Personal selling
focuses in on ‘personal’ or ‘one to one’ selling. It involves an individual
salesman or a sales team establishing and building a profitable relationship
with customers over a period of time through a series of steps. Explain the
steps in the personal selling process which helps in the successful sales.
Answer: Personal Selling:Personal selling is a promotional
method in which one party (e.g., salesperson) uses skills and techniques for
building personal relationships with another party (e.g., those involved in a
purchase decision)
Steps in the Personal
selling process:
1.
Pre-sale preparation: The first step in personal selling is the selection, training and
motivation of salespersons---------------------------
Q5.
Describe the stages in consumer decision making process.
Answer: An individual who purchases products and
services from the market for his/her own personal consumption is called as
consumer. or
service.
NEED
↓
INFORMATION GATHERING/SEARCH
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT/SERVICE
↓
POST PURCHASE EVALUATION
--------------------
Q. 6. Describe some of the strategies
for effective marketing and advertising in rural market.Also explain the
innovative use of media in rural market.
Answer: Rural marketing involves
addressing over 700 million potential consumers and over 40 per cent of the
Indian middle income. No wonder, the rural markets have been a vital source of
growth for most companies. For a number of PMCG companies is the country, more
than half their annual sales come from the rural market.
Different rural marketing strategies in India
·
Rural Marketing Strategy:Rural marketing strategy is based on their A’s – Availability
Affordability and Acceptability--------------------
Dear students, get fully
solved assignments by professionals
Send your semester & Specialization
name to our mail id:
“ stuffstudy5@gmail.com ”
Or
Call us at: 095695-71214
(Kindly prefer mailing & Call in case of urgency)
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