Winter-2015
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Master of Business Administration -
MBA Semester 2
MB0046-Marketing Management-4 Credits
(Book ID: B1629)
Assignment
(60 Marks)
Note:
Answer all questions within 400 words each. Each Question carries 10 marks 6 X
10=60
Q1. Explain the steps in Business Buying process.
Ø
Characteristics of Organisational
Buyer
Ø
Steps in business buying process
Answer. Organizational buyers come in several
forms. Resellers involve either
wholesalers or retailers that buy from one organization and resell to some
other entity. For example, large grocery
chains sometimes buy products directly from the manufacturer and resell them to
end-consumers. Wholesalers may sell to
retailers who in turn sell to consumers.
Producers also buy products from sub-manufacturers to create a finished
product. For example, rather than manufacturing the parts themselves
Q2. 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.
Ø Definition
of Brand
Ø Advantages
of Brand
Ø Explanation
of different branding strategies adopted by companies
Answer.
Definition of Brand
Unique design, sign, symbol, words, or
a combination of these, employed in creating an image that identifies a product
and differentiates it from its competitors. Over time, this image becomes
associated with a level of credibility, quality, and satisfaction in the
consumer's mind (see positioning). Thus brands help harried consumers in
crowded and complex marketplace, by standing for certain benefits and
Q3.
Explain the classification of market based on nature of Competition and area.
Ø Definition
of market
Ø Classification
of market based on nature of Competition and area
Answer.
Definition of Market: Market is a medium that allows buyers
and sellers of a specific good or service to interact in order to facilitate an
exchange. The price that individuals pay during the transaction may be
determined by a number of factors, but price is often determined by the forces
of supply and demand. Thus, market may be defined as a set of consumers,
potential consumers, past consumers, sellers,
Q4.
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.
Ø Definition
of Personal Selling
Ø Explanation
of steps in the Personal selling process
Answer.
Definition of Personal Selling:
Personal selling is an activity which
involves a face-to-face interaction with the customers wherein there is a quick
response and personal confrontation. This allows for more specific adjustment
of the message. Here, the communication message can be adjusted as per the
customer’s specific needs or wants. It offers you the opportunity to develop
long-term familiarity and relationship.
Q5. Describe the stages in consumer decision making process.
Ø
Explanation of the stages in consumer decision making process
Answer. Awareness
The process
begins when a company identifies a need for a purchase. It may want to replace
an existing item, replenish stocks or buy a new product that is just available
on the market. You can also stimulate a need that the company may not be aware
of by advising them of issues and challenges that other companies in their
industry face. The buying team next works with the requesting department to
firm up on the requirement.
Q6.
Do you think the argument of some theorists that the traditional Ps are not enough
for services marketing? Give suitable examples to prove your point.
Ø
Define Service Marketing
Ø
Explanation of 4p’s
Ø
Explanation of Additional 3 p’s
Answer. Service marketing constitutes a
strategic area, which has propelled growth and success for many organisations.
Pure services and products are hypothetical extremes as every product today is
associated with some level of service.
Ø
itself.
Winter-2015
Get solved
assignments at nominal price of Rs.125 each.
Mail us at: subjects4u@gmail.com or contact at
09882243490
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