BBA204- Marketing Management

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ASSIGNMENT

DRIVE FALL	FALL  2014
PROGRAM	Bachelors of Business Administration- BBA
SUBJECT CODE & NAME	BBA204- 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.

1. Explain the personal, socio-cultural, Psychological determinants of consumer behaviour.

Answer : Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and

2. Describe the methods of environmental analysis-SWOT, PEST.

Answer : Methods of environmental analysis-SWOT, PEST

Environmental analysis is the assessment of environmental factors which affect marketing activities.

SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and Threats. SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective.

3. The brand is the symbol of the product’s personality. It is developed though diligent market research and is based on the customer’s needs and wants. Explain the various steps which are undertaken in the formation of a brand with examples.

Answer : Brand

Any brand is a set of perceptions and images that represent a company, product or service. Brand Name is a brand or part of a brand consisting of a word, letter, and group of words or letters comprising a name which is intended to identify the goods or services of a seller or a group of sellers and to differentiate them from those of competitors.   The aim of branding is to convey brand message vividly, create customer loyalty, persuade the bu

4. Define Product mix. Explain the factors determine the decisions of the Product mix.

Answer : Product mix

A product mix (also called product assortment) is the set of all product lines and items that a particular seller offers for sale to buyers." An organization with several product lines has a product mix. Product mix need not consist of related products. In other words, product mix is "the composite of products offered for sale by a firm." It is a collection of products manufactured or distributed by a firm. For instance, a firm manufactures watches,

5. Define Green Marketing. What are the reasons for which companies adopt green marketing?

Answer : Green marketing

Green marketing is a type of marketing in which the products and services of an organisation are sold to its customers, based on their environmental benefits. The product or service is promoted so that it is eco-friendly or that it is packaged in eco-friendly manner using recyclable material. According to the American Marketing Association, “Green marketing is the marketing of products that are presumed to be environmentally safe”. It is

6. Discuss the characteristics of services (any three) and the important strategies which help in marketing of services.

Answer : CHARACTERISTICS OF SERVICES

The services have unique characteristics which make them different from that of goods. The most common characteristics of services are:

1)      Intangibility.

2)      Inseparability.

3)      Perish ability.

Intangibility

Services are activities performed by the provider, unlike physical products they cannot be seen, tasted, felt, heard or smelt before they are consumed. Since, services are not tangibles, they do not have features that appeal to the customer’s senses, their evaluation, unlike goods, is not possible before actual purchase and consumption. The

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