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Fall-2013
Master of
Business Administration - MBA Semester 2
MB0046–Marketing
Management-4 Credits
(Book ID:
B1629)
Assignment (60
Marks)
Note: Answers
for 10 marks questions should be approximately of 400 words. Each question is
followed by evaluation scheme. Each Question carries 10 marks 6 X 10=60.
Q1. Explain the stages in the new product development
process.
Answer.
Stages in the new product development process:
New Product Development starts with idea generation A company has to generate many ideas in order to find one
that is worth pursuing. The Major sources of new product ideas include internal
sources, customers, competitors, distributors and suppliers. Almost 55% of all
new product ideas come from internal sources according to one study.
Q2. Explain the various types of retailers and wholesalers.
Answer. Types of retailers:
There are
various types of retail formats seen in the Indian retail environment. They can
be listed as follows:-
Mom and pop stores and kirana stores
Mom and pop
stores are the traditional independent stores, which are spread across the
country and cater to a large chunk of population. The real growth in Indian
retailing is happening in these kinds of stores. Such stores
Q3. Describe the steps in business buying process.
Answer. Steps in
Business Buying Process:
Step 1:
Recognising an organisational need
Organisational
purchasing starts with the identification of demand for products and services.
While there are different kinds of needs, most needs arise out of situations
related to the operation of the business. Need recognition is not always as
complicated or involved as it is in new task and modified re-buy decisions.
Q4. Explain the product mix pricing strategies with
examples.
Answer. Expansion of product mix:
Expanding may
be a valid decision if it is in an area in which consumers traditionally enjoy
a wide variety of brands to choose from and are accustomed to switching from
one to another; or if the competitors lack a comparable product or have already
expanded into this area. However, the main limitation in expansion is the
availability of
Q5. Advertisement is a media which conveys message about the
product. It is important to understand different types of advertisement to
attract the attention of the people to a product and service. Find out the
various forms of advertisement.
Answer. Introduction
to Advertising:
Advertising is
a paid form of communication in which the sponsor or the brand owner has made
payments to the media to carry the message through their set of media vehicles.
The Oxford Dictionary explains advertising as 'to make an announcement in a
public place, describe or present goods publicly with a view to promoting
sales.'
Q6. Explain the forms of customer relationship and the
reasons behind losing customer by organization.
Answer. Forms of
Relationship Management:
It is possible
to distinguish between three main types of CRM programmes, which actually have
variations attempted by innovative marketers. The three main forms of CRM
programmes are:-
1. Continuity
marketing
2. Individual
marketing
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