SUBJECT :MARKETING MANAGEMENT

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Course : MBA 4th semester

SUBJECT :MARKETING MANAGEMENT
Total Marks - 80

N. B.: All Questions are Compulsory.

Q.1) Define term “Marketing Management” Discuss the elements of Market Environment?(10 Marks)

Answer:Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and activities.

Globalization has led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm's marketing strategy. Marketing managers are often responsible for




Q.2) Define the term Product Management? Explain how New Product Decisions are made?(10 Marks)

Answer:Product management is an organizational lifecycle function within a company dealing with the planning, forecasting, and production, or marketing of a product or products at all stages of the product lifecycle. Similarly, Product Lifecycle Management (PLM) integrates people, data, processes and business systems. It provides product information for companies and their extended supply chain enterprise.

The role may consist of product development and product marketing, which are different (yet complementary) efforts, with the objective of maximizing sales revenues, market share, and profit margins. Product management also involves elimination decisions. Product elimination begins with identification of elimination candidates, proceeds




Q.3) What is Customer relationship Management Explain its feature and nature?           (10 Marks)


Answer:Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth. CRM systems are designed to compile information on customers across different channels -- or points of contact between the customer and the company -- which could include the company's website, telephone, live chat, direct mail, marketing materials and social media. CRM systems can also give customer-facing staff detailed information on customers' personal information, purchase history, buying preferences and concerns.





Q. 4) Explain the nature and feature of Marketing research and Information Systems?(10 Marks)

Answer:Marketing Research has two words, viz., marketing and research.

·         Marketing means buying and selling activities.
·         Research means a systematic and complete study of a problem. It is done by experts. It uses scientific methods.

Thus, we can say, “Marketing Research is a systematic method of collecting, recording and analyzing of data, which is used to solve marketing problems.”

A company faces many marketing problems. It






Q. 5) What is Market Measurement and Forecasting?                                                                    (10 Marks)

Answer:Introduction Market measuring and forecasting requires an analysis of the market with an aim of expressing it in quantitative (numeric) quantities both present and in the future. The quantitative measurement and forecasting of the market, together with its qualitative characteristics, are used as a basis for decision making by marketing management. Market measurement and forecasting can be seen as a subdivision of market research. Once the research is complete, the company must measure and forecast the size, growth, and profit potential of each market opportunity

“Usually applied to fundamental measurement of market volume, value, brand shares and the trends of all of these. Data for these may be collected from secondary sources, from special censuses or surveys, or from syndicated research such as





Q6) What is Segmenting and Targeting the Market?                                                                       (10 Marks)

Answer:A market refers to a set up where two or more parties are involved in transaction of goods and services in exchange of money. The two parties here are known as sellers and buyers.

It is the responsibility of the marketers to create awareness of their products amongst the consumers. It is essential for the individuals to be aware of the brand’s existence. The USPs of the brands must be communicated well to the end-users.

An organization can’t afford to have similar strategies for product promotion amongst all individuals. Not every individual has the same requirement and demand.

The marketers thus came with the concept of STP.



Q7) What is Advertising Management? Explain the concept of Sales Promotion and Personal Selling?                                                                                                                                                                  (10 Marks)

Answer:Advertising management is a career path in the advertising industry.  Advertising and promotions managers may work for an agency, a public relations firm, a media outlet, or may be hired directly by a company to develop branding for the company's product or service. This position can include supervising employees, acting as a liaison between multiple agencies working on a project, or creating and implementing promotional campaigns.

While advertising is the promotional campaign itself,




Q8) Write a short note (any two)                                                                                                             (10 Marks)

a) Brand Equity

Answer:Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names.

Brand equity refers to the value of a brand. In the research literature, brand equity has been studied from two different perspectives: cognitive psychology and information economics. According to cognitive psychology, brand equity lies in consumer’s awareness of brand features and associations, which drive attribute perceptions. According to



h) Global Marketing

Answer:Global marketing is “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives".Global marketing is a firm's ability to market to almost all countries on the planet. With extensive reach, the need for a firm's product or services is established. The global firm retains the capability, reach, knowledge, staff, skills, insights, and expertise to deliver value to customers worldwide. The firm understands the requirement to service customers locally with global standard solutions or products, and localizes that product as required to maintain an optimal balance of cost, efficiency, customization and



c) Direct Marketing

Answer:

d) Pricing decisions

Answer:

Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :

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Call us at : 08263069601
(Prefer mailing. Call in emergency )


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