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DRIVE-
SUMMER 2014
PROGRAM-
Bachelor of Business Administration- BBA SEMESTER 2
SUBJECT
CODE & NAME- BBA 204- Marketing Management
BK
ID- B1521
CREDIT & MARKS- 4 Credits, 60
marks
Q.1:
Explain the personal, socio-cultural, Psychological determinants of consumer
behaviour.
Definition
of consumer behaviour (1 Marks)
Personal
determinants- Consumer demographics, Consumer psychographics (3 Marks)
Socio-Cultural
determinants- Social factors, Cultural factors Environmental factors (3 Marks)
Psychological
determinants—Perception, Learning, Memory Motivation(3 Marks)
ANS:
Definition of consumer behaviour:
Consumer behaviour is
the field of study which analyses the behaviour of consumers on the basis of
the individual consumer’s characteristics and on the buying process, taken as a
whole.
Personal determinants- Consumer demographics,
Consumer psychographics:
There are two main
personal factors which influence an individual consumer, as follows –
Q.2:
Describe the methods of environmental analysis-SWOT, PEST.
Strength,
Weakness, Opportunity, Threat (5 Marks)
Political,
Economic, Social, Technological Environment (5 Marks)
ANS:
Strength, Weakness, Opportunity, Threat:
SWOT is an
abbreviation for Strengths, Weaknesses, Opportunities and Threats.
Strengths: characteristics of the
business or team that give it an advantage over others in the industry. For
example, Microsoft’s strength is its operating system – ‘Windows and related
software applications’ is
Q.3:
Discuss the characteristics of services (any three) and the important
strategies which help in marketing of services.
Characteristics
of Services (any three) (3 Marks)
Strategies
for marketing of services (7 Marks)
ANS:
Characteristics of Services (any three):
Characteristics of Services (any three):
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 the same. Both the customer and the service provider have
to be physically present at the time of providing service. Due to the
perishable nature, there is a lot of fluctuation in providing services as there
is greater risk and uncertainty. For example, airlines charge for seats even if
the passenger fails to turn up for a
Q.4:
Define Product mix. Explain the factors determine the decisions of the Product
mix.
Definition
of Product mix (2 Marks)
Factors
determine the decisions of the product mix (8 Marks)
ANS:
Definition of Product mix:
A product mix (also
called product assortment) is the set of all product lines and items that a
particular seller offers for sale to buyers." An organizationwith several
product lines has a product mix. Product mix need not consist of related
products. In other words, product mix is "the composite of products
offered for sale by a firm."
Q.5: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 steps which are undertaken in the formation of a brand with
examples.
Definition
of brand (2 Marks)
Steps
involved in brand development (6 Marks)
Examples
(2 Marks)
ANS:
Definition of brand:
The term brand has a
broad meaning and is applied to all visible identification such as trademarks,
symbols, pictures, package designs andsignage with distinctive lettering. The
brand ensures that the product has higher recall in the minds of the customers
and that there is a guarantee on quality and standards as per the advertising
for the brand. Branding provides a specific name to the product or group of
products in an organisation.
Q.6:
Define Green Marketing. What are the reasons for which companies adopt green
marketing?
Definition
of Green marketing (2 Marks)
Reasons
for which companies adopt green marketing (8 Marks)
ANS:
Definition of Green marketing:
Green marketing is a
type of marketing in which the products and services of an organisation are
sold to its customers, based on their environmental benefits. The product or
service is promoted so that it is eco-friendly or that it is packaged in
eco-friendly manner using recyclable material. According to the American
Marketing Association, “Green marketing is the marketingof products that are presumed to be
environmentally safe”. It is also called as Environmental or Ecological
marketing.
Get fully solved assignment, plz drop a mail with your sub code
computeroperator4@gmail.com
Charges rs
125/subject and rs 700/semester only.
our website is www.smuassignment.in
if urgent then call us
on 08791490301, 08273413412
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