KSOU - MARKETING MANAGEMENT

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MARKETING MANAGEMENT
EMB 105

Answer any five questions

Q. 1. What are the Highlights of Production and Sales Orientations?

Answer:The concept of marketing has evolved over time. Whilst in today’s business world "the customer is king". In the past this was not the case, some businesses put factors other than the customer first. This article examines factors that businesses may orientate their marketing around, so that you can recognise when your marketing strategy is orientated around something other than the customer.

Production Orientation: The focus for the business is to reduce costs through mass production. A business orientated around production believes that the "economies of scale" generated by mass production will reduce costs and maximise profits. A production




Q. 2. What is Total customer satisfaction? Explain

Answer:Customer satisfaction is probably your number one consideration if you run a business. Although your employees, profits, and quality control should be right up their, you know that if your customers are not satisfied you will not be able to continue with your business. Although you might be able to get new customers, you will need to keep old customers if you are going to have any kind of success. Furthermore, word of mouth spreads for bad products and services just as fast as it spreads for good ones. If your customers have poor customer satisfaction you can bet that others will hear about it soon. So as you are thinking about how to improve your business you obviously need to think about how to improve customer satisfaction



Q. 3. How does Marketing planning flows from the strategic plan of the organization

Answer:A company has to have an overall company mission which defines what the company is all about and what makes it unique. For example, is the firm concerned with selling consumer goods (B2C), weapons, heavy machinery (B2B), etc.?  Remember it is important not to suffer from marketing myopia, and this is why a business must be defined in terms of a need that is being satisfied and not an existing product. The mission statement will also define the culture, values, and philosophy of the firm.  The mission statement provides



Q. 4. What are the Reasons for undertaking sales forecasts?

Answer:Businesses are forced to look well ahead in order to plan their investments, launch new products, decide when to close or withdraw products and so on. The sales forecasting process is a critical one for most businesses. Key decisions that are derived from a sales forecast include:

·         Employment levels required
·         Promotional mix
·         Investment in production capacity Types of forecasting



Q. 5. What is the basic concept of Sponsoring of Brand? What are the Benefits of Branding?

Answer:Sponsorship is the material support of an event, activity or organisation by an unrelated partner. It is a good way of increasing brand awareness, which helps to generate consumer preference and to foster brand loyalty. A company can reinforce awareness among its target market by sponsoring an event or organisation that attracts a similar target market.

Sponsorship is not an act of charity - it must show some form of positive return on investment (ROI). Since sponsorship is a business arrangement, standard evaluative criteria should be used to establish the suitability of a proposed event in relation to



Q. 6. What are the Factors in Organizational Buyer Behavior?

Answer:


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