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AEREN FOUNDATION’S Maharashtra
Govt. Reg. No.: F-11724
SUBJECT
: MARKETING MANAGEMENT
A) Discuss
Various Marketing Research Instruments. Give suitable examples (one example
/instrument)? (10 Marks)
Answer : The most common research instrument is the
questionnaire. Keep these tips in mind when designing your market research
questionnaire.
When market research goes wrong, it's usually the result
of a poorly designed market research questionnaire.
When designing market research instruments,
B) Describe
following in context of new product development (NPD)? (10 Marks)
1. The new
product development decision process
Answer : Because introducing new products on a consistent
basis is important to the future success of many organizations, marketers in
charge of product decisions often follow set procedures for bringing products
to market. In the scientific area that may mean the establishment of ongoing
laboratory research programs for discovering new products (e.g., medicines)
while less scientific companies may pull together resources for product
development on a less structured timetable.
7-step process comprising the key elements
2. Risk
factors hindering new product development
Answer : Shortage
of important ideas in certain areas: There may be few ways left to improve
some basic products (such as steel or detergents).
Fragmented
markets: Companies have to aim their new
products at smaller market segments, and this can mean lower sales and profits
for each product.
Social and
governmental constraints: New product
has to satisfy consumer safety and environmental concerns.
C) Illustrate
the marketing mix for any two of the following? (15 Marks)
1. Cafe
Coffee Day
Answer
: The
leading coffee chain across the world, Cafe coffee day has several products
which appeal to the Indian audience and it has a price which is very much
affordable for the upper middle class of India. The promotions are amazing and
it has numerous retail outlets which are growing in number across India. This
article discusses the marketing mix of Cafe coffee day.
Product:
2. Dr. Batra’s clinic
3. Lux Soap
Lux soap was first launched in 1916 as laundry soap targeted
specifically at'delicates'. Lever Brothers encouraged women to home launder
their clotheswithout fear of satins and silks being turned yellow by harsh lyes
that were oftenused in soaps at the time. The flake-type soap allowed the
manufacturer someleeway from lye because it did not need to be shaped into
traditional cake-shapedloaves as other soaps were. The
4. HP(
Hewlett Packard)
D) Illustrate
with examples, the differences between Product marketing & Services
marketing? (10 Marks)
Answer : The whole “product versus service marketing”
topic is nothing new to marketers all over the world. Google the term and you will find more than
enough material on topics such as the tangibility versus intangibility and how
product marketing is relatively easier as compared to services marketing. I
have collaborated with both software services and software product marketing
teams over the years and the experience has been very different.
A key point that marketers have to remember is that the
customer is the best advertiser, be it a product or a service. It is basic
human nature to go for the tried, tested and validated products/services. This
comes from our innate
E) Illustrate
with examples, the methods/ways of evaluating advertising effectiveness? (10
Marks)
Answer : METHOD OF
EVALUATING ADVERTISING EFFECTIVENESS:
1)
Method of evaluating advertising effectiveness: Method of evaluating advertising effectiveness Measuring
ad-effectiveness is also known as ad-testing. There are different test
available for measuring ad-effectiveness, they are as follows:- Pre-testing
method Post-testing method Concurrent testing method
2)
pre-testing method:
pre-testing method Pre-testing method- In pre-testing methods, testing of
advertising is done during its development process or after creating
advertisement but before implementing it on full scale basis, here, ad is
tested in trial area to know its weakness. Following method are generally used
as pre-testing methods for evaluating advertising effectiveness:-
F) Discuss
the factors which contribute in deciding the “price” of the product? Discuss
various pricing methods? (10 Marks)
Answer : The pricing decisions
for a product are affected by internal and external factors.
A.
Internal Factors:
1.
Cost:
While fixing the prices of a product, the firm should consider the cost
involved in producing the product. This cost includes both the variable and
fixed costs. Thus, while fixing the prices, the firm must be able to recover
both the variable and fixed costs.
2.
The predetermined objectives:
While fixing the prices of the product, the marketer should consider
the objectives of the firm. For instance, if the objective of a firm is to
increase return on investment, then it may charge a higher price, and if the
objective is to capture a l
G) “Laco
Industries “has planned to introduce new baby shampoo in the kids market. The
company conducted a research in selected tier II cities in India to know the
demand & successfully
launched its
product. In this context, discuss the characteristics of the good research? (15
Marks)
Answer : Marketing
research can give a business a picture of what kinds of new products and
services may bring a profit. For products and services already available,
marketing research can tell companies whether they are meeting their customers'
needs and expectations. By researching the answers to specific questions,
small-business owners can learn whether they need to change their package
design or tweak their delivery methods--and even whether they should consider
offering additional services.
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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