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Summer
2013
Master
of Business Administration - MBA Semester 2
MB0046
- Marketing Management
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.
Q1. Describe
the stages in consumer decision making process.
[Stages of
decision making (each stage carry 2 marks)-10 marks] 10 marks
Answer : Stages in consumer decision making :
A consumer goes
through several stages before purchasing a product or service.
Step 1 - Need
:
Need is the most
important factor which leads to buying of products and services. Need in fact
is the catalyst which triggers the buying decision of individuals. An
individual who buys cold drink or a bottle of mineral water identifies his/her
need as thirst. However in such cases steps such as information search and
evaluation of alternatives are generally missing.
Q2. Define
Product line and its strategies.
[Definition-
2 marks; Product line strategies(any five strategies)- 8 marks] 10 marks
Answer : Product
line :
In marketing
jargon, product lining is offering several related products for sale
individually. Unlike product bundling, where several products are combined into
one group, which is then offered for sale as a unit, product lining involves offering
the products for sale separately. A line can comprise related products of
various sizes, types, colors, qualities, or prices. Line depth refers to the
number of subcategories a category has. Line consistency refers to how closely
related the products that make up the line are.
Q3. Write a
short notes on :
A. Steps for
positioning a product ( steps for positioning- 6 marks)
B. Types of
target marketing strategies (Types of Target strategies- 4 marks) 6+4 = 10
marks
Answer : A. Steps
for positioning a product:
Marketers with
the positioning process try to create a unique identity of a product amongst
the customers.
1. Know your
target audience well:
It is essential
for the marketers to first identify the target audience and then understand their
needs and preferences. Every individual has varied interests, needs and
preferences. No two individuals can think on the same lines.
Q4. Write a
short notes on :
A. Components
of Brand Equity (Components- 4 marks)
B. Types of
Branding strategies with examples (Types- 3 marks; examples – 3 marks) 4+3+3=
10 marks
Answer : A. Components
of Brand Equity:
1. Brand
Loyalty:
Is consumers
commitment to repurchase the brand and can be demonstrated by repeated buying
of a product or service or other positive behaviors such as word of mouth
advocacy. True brand loyalty implies that the consumer is willing, occasionally
at least, to put aside their own desires in the interest of the brand. This
will help organization to reduce the promotion cost. For example, many girls in
India
Q5. Explain
the steps in Business Buying process.
(explanations
of Steps – 10 marks) 10 marks
Answer :
Steps in business buying process :
1. Problem
recognition:
Problem can be
identified from either internal stimuli or external stimuli. Company would like
to launch new product hence it searches for the suppliers who can supply the
material and equipments required for the new product. A large printing company
may find that it can set up an exclusive design section as a profit center. For
this it may want high end design software and systems.
Q6. Explain
the International Promotions Policy.
[Explanation
of promotion policy(each carry two marks)-10 marks] 10 marks
Answer : International Promotions Policy:
Promotion policy
is another key factor in the Global market. Besides deciding global or local
promotions, the type of promotion that we should carry out will be related to
the distribution systems available in of foreign markets. With a direct export,
the exporter will have to bear all the costs of the promotion, however with an
Indirect export, the intermediary can share in this cost and participate in the
design of it.
Dear students get fully solved assignments
Send your semester & Specialization name to our
mail id
->
help.mbaassignments@gmail.com
or
call us at -> 08263069601
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