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DRIVE-
FALL 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.
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: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 and signage 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
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:
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-
Q.6:
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
Get fully solved assignment, plz drop a mail with your sub code
computeroperator4@gmail.com
Charges rs
125/subject and rs 700/semester only.
if urgent then call us
on 08791490301, 08273413412
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