Marketing Management (Part -2)

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National Institute of Business Management

Chennai - 020

EMBA/ MBA

Marketing Management (Part -2)

Attend any 4 questions.  Each question carries 25 marks

(Each answer should be of minimum 2 pages / of 300 words)

Q. 1.       Write an essay on the Promotion Strategy in marketing.

Answer:Product promotion is one of the necessities for getting your brand in front of the public and attracting new customers. There are numerous ways to promote a product or service. Some companies use more than one method, while others may use different methods for different marketing purposes. Regardless of your company's product or service, a strong set of promotional strategies can help position your company in a favorable light with not only current customers but new ones as well.

Q. 2.       Explain the different Marketing Environments and the role of Culture and Subculture.

Answer: At Present all the major Companies are marketing their porducts beyond their home countries. They are extending their operations in the global marketing. The often issue comes before these companies are no to sell the products outside but how to manage the total selling situation outside the country. How to trap each country with the same or tailored  condition.

Many countries are now joined in the communities of nations and chances are that these diverse market will be transformed in to a single market of

Q. 3.       Discuss in detail the unique characteristics of Service Marketing.

Answer:What exactly are the characteristics of a service? How are services different from a product? In fact many organisations do have service elements to the product they sell, for example McDonald’s sell physical products i.e. burgers but consumers are also concerned about the quality and speed of service, are staff cheerful and welcoming and do they serve with a smile on their face?

There are five characteristics to a service which will be discussed below.

1. Lack of ownership: You cannot own and store a

Q. 4.       What is a Consumer Decision Process? Explain.

Answer:What influences you in a purchase situation? Why did you purchase the specific laptop or tablet computer? Was it for price or quality? Did you ask friends or family for help in your decision? Did an ad catch your eye? Consumers are constantly evolving in their buying behavior based on their life situations. Consumer behavior is the process consumers go through when they make purchases and it involves factors that influence their decision and usage. The consumer decision-making process involves five steps that consumers move through when

Q. 5.       How is an Advertisement Copy developed? Explain.

Answer:

Q. 6.       Describe Branding Decisions and functions.

Answer:

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