BBA204-MARKETING MANAGEMENT

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ASSIGNMENT

DRIVE	WINTER 2014
PROGRAM	BBA
SUBJECT CODE & NAME	BBA 204-MARKETING MANAGEMENT
SEMESTER	2
BK ID	B1521
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.

Q.1 “Marketing has greater importance for its contribution to society”. Explain.

Ans: Marketing has greater importance for its contribution to society :

Marketing plays an important role in society and affects everyday life. It offers outstanding career opportunities in such areas as professional selling, marketing research, advertising, retail buying,

distribution management, product management and development and wholesaling/logistics. Marketing career opportunities also exist in a variety of non-business organizations, including hospitals, museums, universities, government

Q.2 “Every marketing strategy should have adequate control mechanisms to ensure that it is properly implemented”. In the light of this statement, explain the techniques used in marketing control.

Ans: Every marketing strategy should have adequate control mechanisms to ensure that it is properly implemented”:

Starting a business is not terribly difficult. For instance, according to the Small Business Administration, 552,600 new employer firms were launched in 2009 alone. Staying in business, however, is another matter altogether.

Q. 3 Assume that you are a marketing manager of a company who wants to manufacture cars that won’t cause any pollution. What process would you adopt to help company in developing this new product?

Ans: Explanation of the process:

Part of successfully launching a new product is finding the people who need the product, educating them on its value and helping them purchase it. Marketing is vital to getting your product in people’s hands. Marketing management’s role in new

Q. 4 “A Brand is developed through diligent market research”. Explain the various steps which are undertaken in the formation of a brand name with the help of examples at every step.

Ans : Explanation of the steps:

The brand creation process is a long one, it requires perseverance, consistency and an underlying emotional connection with the target segment. Its aim is to instill a level of brand loyalty in its customers, which will in turn generate exponentially increasing recurring streams of income. This process needs to be thought through thoroughly from the very beginning of developing a business model.

Q.5 What are the various factors that influence the selection of the channel of distribution by a manufacturer?

Ans : Explanation of the factors:

Important factors affecting the choice of channels of distribution by the manufacturer are:

(A) Considerations Related to Product

When a manufacturer selects some channel of distribution he/she should take care of such factors which are related to the quality and nature of the product. They are as follows:

Q.6 Write short notes on:

a) Advertising

b) Criteria for effective segmentation

Ans : a) Meaning and features of advertising :

Advertising is defined differently by various authorities and the institutions dealing with the subject of advertising. The American Marketing Association (AMA) defines advertising as,

“Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

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