SUBJECT : Marketing Management

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SUBJECT : Marketing Management
Total Marks: 80


N. B.: 1)Attempt any Four Questions
2)All questions carries equal marks.




Question.1. Give the Classification of Products and state Product Line Decisions?

Answer:Each product line consists of product items, which should be evaluated. First, product-line managers must know the sales and profits of each item in the line. Second, they must know how their product line compares with competitors' product lines in the same markets. This provides information needed for making several product-line decisions.

One of the major issues facing product line





Question.2. What are various ways to classify the service market?

Answer:In order to be able to make a clear and relevant classification of services, we would first need to understand the concept of the word itself. Services usually refer to processes and not physical products. Some services may include people whereas other services (like online services) may including objects which are managed by people.

Examples of services which include people can be a hair salon, education, theater, restaurants, public transportation. On the other hand services that include objects include repairs and maintenance, dry cleaning, banking, legal services, insurance, etc.





Question.3. Define marketing channel. And explain various types of marketing channels?

Answer:A marketing channel is a set of practices or activities necessary to transfer the ownership of goods from the point of production to the point of consumption. It is the way products and services get to the end-user, the consumer; and is also known as a distribution channel. A marketing channel is a useful tool for management, and is crucial to creating an effective and well-planned marketing strategy.



Question.4. What are problems and constraints in Rural Marketing?

Answer:Twelve problems faced in rural marketing are as follows:

1. Deprived people and deprived markets: The number of people below the poverty line has not decreased in any appreciable manner. Thus, poor people and consequently underdevel­oped markets characterize rural markets. A vast majority of rural people is tradition bound, and they also face problems such as inconsistent electrical power, scarce infrastructure and unreliable telephone system, and politico-business associations that hinder development efforts.

2. Lack of communication facilities: Even today, most




Question.5. What is market segmentation and Basis of Market Segmentation?

Answer:Segmentation refers to a process of bifurcating or dividing a large unit into various small units which have more or less similar or related characteristics.

Market Segmentation

·         Market segmentation is a marketing concept which divides the complete market set up into smaller subsets comprising of consumers with a similar taste, demand and preference.
·         A market segment is a small unit within a large market comprising of like minded individuals.
·         One market segment is totally distinct from the other segment.
·         A market segment comprises of individuals who think on the same lines and have similar interests.




Question.6. How marketing Research and Distribution Management is done in Rural Markets?

Answer:Rural markets, as part of any economy, have untouched potential. There are several difficulties confronting the effort to fully explore rural markets. The concept of rural markets in India is still in evolving shape, and the sector poses a variety of challenges. Distribution costs and non-availability of retail outlets are major problems faced by the marketers. The success of a brand in the Indian rural market is as unpredictable as rain. Many brands, which should have been successful, have failed miserably. This is because most firms try to extend marketing plans that they use in urban areas to the rural markets. The unique consumption



Question.7. State the Market Segmentation process and criteria for effective market Segmentation?

Answer:A market segment consists of individuals who have similar choices, interests and preferences. They generally think on the same lines and are inclined towards similar products. Once the organizations decide on their target market, they can easily formulate strategies and plans to make their brands popular amongst the consumers.

Steps in Market Segmentation

Identify the target market: The first and foremost





Question.8. What is Matrix Organization and what are advantages and disadvantages?

Answer:A matrix organizational structure is a company structure in which the reporting relationships are set up as a grid, or matrix, rather than in the traditional hierarchy. In other words, employees have dual reporting relationships - generally to both a functional manager and a product manager.
Example

In the 1970s, Philips, a Dutch multinational electronics company, set up matrix management with its managers reporting to both a geographical

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