BBA204 – MARKETING MANAGEMENT

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DRIVE

Winter 2016

PROGRAM

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SEMESTER

II

SUBJECT CODE & NAME

BBA204 – MARKETING MANAGEMENT

1. Define Market and classify Market on the basis of Economy. What are the differences between Marketing and selling?

a. Definition of Market

b. Classify market based on economy

c. Differences between Marketing and Selling

Answer: a) The word ‘Market’ is derived from the Latin word ‘Marcatus’ meaning merchandise, wares, traffic, trade or place where business is conducted. The common usage of market means a place where goods are bought and sold. In its strict meaning, market need not necessarily mean a place of exchange. Historically, markets were physical meeting places where buyers and sellers gathered together to trade. Although physical markets are still vital, virtual marketplaces

2. Describe the methods of environmental analysis-SWOT, PEST.

Strength, Weakness, Opportunity, Threat

Political, Economic, Social, Technological Environment

Answer: SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and Threats. SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are

3. The brand is the symbol of the product’s personality. It is developed though diligent market research and is based on the customer’s needs and wants. Explain the various types of brands and importance of brand and branding and its merits.

Types of brands

Importance of brands and branding

Merits of branding Importance of brands and branding

Answer: Types of Brands

a) Individual brand names – In this type, each product of the company has a unique or individual brand name. Here, there is no relationship between the brands as each brand is promoted differently and independently. Examples of companies which have opted for individual brand names are:

Nestlé - Nescafe, Maggi, Kitkat, Milo, Cerelac, Milkmaid are all part of Nestlé & are individual brands for different products such as coffee, noodles, chocolate, beverage, baby food and condensed milk

4. Write Short notes on any 5 components of Promotion Mix:

1. Advertising,

2. Sales promotion,

3. Personal selling,

4. Direct marketing,

5. Public relations and publicity,

Answer: Advertising is the dissemination of information about a product, or service or idea sponsored by a person at his expense to create a demand for his product or service. Advertising consist of all the activities in presenting to a group a non-personal ,oral or visual, openly sponsored message regarding a product, service or idea. American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas,

5. Explain the need & bases of Market segmentation.

Need for market segmentation

Bases for market segmentation

Answer: Need for market segmentation

Every product or service requires market segmentation due to the following factors –

a.       Identification of target market – Market segmentation helps the marketing manager to identify homogenous customer groups within the market. He can also understand the segments which are

b.       

6. Explain the characteristics of services and elaborate marketing mix for services.

Characteristics of services

Marketing mix for services

Answer: Characteristics of services

a)      Perishability – Services are perishable or short term in nature. They cannot be transported or stored for a long time, like other goods. The service comes into existence only when the customer demands for th same. Both the customer and the service provider have to be physically present at the

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 )