MB0046- Marketing Management

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ASSIGNMENT

DRIVE	SPRING 2015
PROGRAM	MBADS/ MBAFLEX/ MBAHCSN3/ MBAN2/ PGDBAN2
SUBJECT CODE & NAME	MB0046- Marketing Management
BK ID	B1629
SEMESTER	2
CREDITS	4
MARKS	60

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

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EVALUATION OF ALTERNATIVES

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PURCHASE OF PRODUCT/SERVICE

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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.

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·        Dear students get fully solved assignments

·        Send your semester & Specialization name to our mail id :

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·        or

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