Elective: Marketing Management (Part - 1)

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National Institute of Business Management
Chennai - 020
EMBA/ MBA

Elective: Marketing Management (Part - 1)

Attend any 4 questions.  Each question carries 25 marks
(Each answer should be of minimum 2 pages / of 300 words)


1.Marketing management is a business discipline focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities. Explain.

Answer : Management is the processes of planning, organizing directing motivating and coordinating and controlling of various activities of a firm. Marketing is the process of satisfying the needs and wants of the consumers. Management of marketing activities is Marketing Management.
Management Guru Philip Kotler defines marketing as “Marketing Management is the analysis, planning, implementation anc control of programmes designed to bring about the desired exchanges with target audiences for the purpose of personal and



2. Explain building brands through promotional measures.

Answer : Above-the-line
There are a number of approaches to promotion that are open to organisations. Above-the-line promotions use mass media methods. This type of promotion focuses on advertising to a large audience. It includes print, online media, television and cinema advertising.

As the fourth largest car company in the world, Kia is a big brand. It offers a range of products targeted at different market segments.kia-piccanto Above-the-line activities include adverts in the press. They also produce online banner advertisements, place advertisements on billboards and use their website to meet the needs of their consumers. Recent TV advertising campaigns have included the ‘small yet mighty’ cat for the new










3.What are the probable consequences of a protracted price war? Explain giving examples.

Answer : In the current economy it’s a question faced by more and more business owners looking to attract new customers and keep existing customers coming back. The trouble is that the answer isn’t always black and white.

Cutting prices can have a number of consequences:

·         It lowers the perceived value of your brand and product –Even the big brands are guilty of this and the effect over time is detrimental. Like everyone else, many mall-based clothing chains are struggling to hang on to their market share in this tough economy, and are literally handing out online coupon
·          
·          


4.Explain the steps involved in a positioning process.

Answer : The positioning process is important to be identified and followed by any organization which wants to implement its marketing strategy soundly. It is a difficult task to identify and select a positioning strategy and thereby the correct positioning process for an organization. The below article discusses the steps involved in positioning process.
There are 6 main steps in positioning process. In each of the steps, marketing research techniques can be employed to get the necessary information. These steps are discussed as follows:
(1) Identifying the Competitors - A first step is


5.What are the precautions needed for guarding against product/brand failure?Explain.
Answer :

6.Discuss the symptoms (according to prof. Levit) myopia can acquire in marketing.
Answer :
               
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