MB0046- Marketing Management

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DRIVE-Fall 2014

PROGRAM-MBADS/ MBAFLEX/ MBAHCSN3/ MBAN2/ PGDBAN2

SEMESTER-2

SUBJECT CODE & NAME-MB0046- Marketing Management

BK ID-B1629

CREDIT & MARKS-4 Credits, 60 marks

Q1. 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.

(Definition of Personal Selling, Explanation of steps in the Personal selling process) 2, 8

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.

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.

(Definition of Brand, Advantages of Brand, Explanation of different branding strategies adopted by companies)2,2,6

Answer.

Definition of Brand

Brand is name linked to one or more items in the product line that is employed to recognise the source or character of item(s).

Example: prudential help in recognising the source or character of an item of a product line.

Q3. Describe the international market entry strategies in brief. (Joint ventures, Strategic alliances, Direct investment, Contract manufacturing, Franchising) 2, 2, 2, 2, 2

Answer:

International Market Entry Strategies

There are two methods to entry into foreign markets. They are indirect exporting and direct exporting. In the first method, the manufacturers take the help of merchant exporters to get products exported to foreign markets.

In direct exporting, the manufacturers decide to export themselves. Thus, the manufacturers have to decide, whether they will go directly for exports or take the help of merchant exporters who are very often recognised as export houses, trading houses, etc. Some government trading organisations like State Trading Corporation, MMTC, and National Small Industries Corporations also act as trading houses.

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.

(Definition of Personal Selling, Explanation of steps in the Personal selling process) 2, 8

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.

(Explanation of the stages in consumer decision making process) 10

Answer.

Stages in consumer decision making process

Consumer buying decision process is explained through a number of stages and is influenced by one’s psychological framework comprising the individual’s personality, learning process, levels of motivation, perception towards products and brands, and formation of positive attitude towards the brand. Figure below depicts the process of consumer decision-making in detail.

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.

(Define Service Marketing, Explanation of 4p’s, Explanation of Additional 3 p’s) 2, 4, 4

Answer.

Define Service Marketing

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 practices, 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.

Dear students get fully solved  SMU MBA Fall 2014 assignments

Send your semester & Specialization name to our mail id :

  “ help.mbaassignments@gmail.com ”

or

Call us at : 08263069601

 (Prefer mailing. Call in emergency )