MB0046 – Marketing Management

FALL-2017

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Master of Business Administration - MBA Semester 2

MB0046 – Marketing Management

1 Explain the 7P’s of marketing mix with the help of suitable examples.

7P’s of  marketing mix with example          10       

Answer: Service sector is one of the key contributing factors for the growth of our economy and civilisation. Though marketing literature is dominated by manufacturing and product-centric business

2 Briefly discuss importance of environmental scanning with the help of example.

Importance of environmental scanning with the help of example

Answer: Environmental scanning is designed to aid the long-term planners and strategists in the organisations. Many people criticise the environmental scanning technique because of the diffused and

3 Explain the factors that affect the consumer buying behavior 10

Answer: Characteristics affecting Consumer Behaviour

Influence of cultural factors

There is a subtle influence of cultural factors on consumer’s decision process. Immediate subculture also influences consumer’s decision process with which consumer identifies himself/herself as a member. Consumers also grow in a social setting, which is characterised by the concept of

4 Why Branding is important? What value does the organization & customers get out of the branding process?

·         Advantages of Branding

·         value

Answer: The following are the advantages of branding.

(a) A brand promises and delivers a high level of assurance to consumers.

(b) A brand serves as an assurance to the customer about the product performance. A brand helps customers

5 What do you meant by place or Channel of distribution? What are the important functions of marketing channels?

·         marketing channel

·         important functions of marketing channels

Answer: A marketing channel is a system of relationships existing among businesses that participate in the process of buying and selling products and services. Channel intermediaries are those organisations

6 Write short notes on:

a) Break –even pricing

b) Mark-up pricing

Answer: a) This is the method of cost-oriented pricing and is also called target profit pricing. It uses the concept of break-even chart, which exhibits the total cost and total revenue expected at different levels of sales volume. The firm achieves break-even when the total revenue is

 FALL-2017

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