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DRIVE-Fall
2014
PROGRAM-MBADS/
MBAFLEX/ MBAHCSN3/ MBAN2/ PGDBAN2
SEMESTER-2
SUBJECT
CODE & NAME-MB0046- Marketing Management
BK
ID-B1629
CREDIT
& MARKS-4 Credits, 60 marks
Q1. Personal selling focuses in on ‘personal’ or ‘one to one’ selling. It involves an individual salesman or a sales team establishing and building a profitable relationship with customers over a period of time through a series of steps. Explain the steps in the personal selling process which helps in the successful sales.
(Definition
of Personal Selling, Explanation of steps in the Personal selling process) 2, 8
Answer.
Definition
of Personal Selling
Personal selling is an activity
which involves a face-to-face interaction with the customers wherein there is a
quick response and personal confrontation. This allows for more specific
adjustment of the message. Here, the communication message can be adjusted as
per the customer’s specific needs or wants. It offers you the opportunity to
develop long-term familiarity and relationship.
Q2.
A brand is a composite set of beliefs and associations in the mind of
consumers. In brand development, as a part of branding strategy decision, the
brand manager can decide to create new brand elements for the new products,
apply some of the existing brand elements to the new product, or use a
combination of existing and new brand elements to the existing and new
products. Explain the different branding strategies used by the companies for
their range of products.
(Definition
of Brand, Advantages of Brand, Explanation of different branding strategies
adopted by companies)2,2,6
Answer.
Definition
of Brand
Brand is name linked to one or
more items in the product line that is employed to recognise the source or
character of item(s).
Example: prudential help in
recognising the source or character of an item of a product line.
Q3.
Describe the international market entry strategies in brief. (Joint ventures,
Strategic alliances, Direct investment, Contract manufacturing, Franchising) 2,
2, 2, 2, 2
Answer:
International
Market Entry Strategies
There
are two methods to entry into foreign markets. They are indirect exporting and direct exporting. In the first method,
the manufacturers take the help
of merchant exporters to get products exported to foreign markets.
In
direct exporting, the manufacturers decide to export themselves. Thus, the manufacturers have to decide,
whether they will go directly for exports or take the help of merchant exporters who are very often
recognised as export houses,
trading houses, etc. Some government trading organisations like State Trading Corporation, MMTC, and
National Small Industries Corporations also act as trading houses.
Q4.
Personal selling focuses in on ‘personal’ or ‘one to one’ selling. It involves
an individual salesman or a sales team establishing and building a profitable
relationship with customers over a period of time through a series of steps. Explain
the steps in the personal selling process which helps in the successful sales.
(Definition
of Personal Selling, Explanation of steps in the Personal selling process) 2, 8
Answer.
Definition
of Personal Selling
Personal selling is an activity
which involves a face-to-face interaction with the customers wherein there is a
quick response and personal confrontation. This allows for more specific
adjustment of the message. Here, the communication message can be adjusted as
per the customer’s specific needs or wants. It offers you the opportunity to
develop long-term familiarity and relationship.
Q5. Describe the stages in consumer decision
making process.
(Explanation
of the stages in consumer decision making process) 10
Answer.
Stages
in consumer decision making process
Consumer buying decision process
is explained through a number of stages and is influenced by one’s
psychological framework comprising the individual’s personality, learning
process, levels of motivation, perception towards products and brands, and
formation of positive attitude towards the brand. Figure below depicts the
process of consumer decision-making in detail.
Q6.
Do you think the argument of some theorists that the traditional Ps are not
enough for services marketing? Give suitable examples to prove your point.
(Define
Service Marketing, Explanation of 4p’s, Explanation of Additional 3 p’s) 2, 4,
4
Answer.
Define
Service Marketing
Service sector is one of the key
contributing factors for the growth of our economy and civilisation. Though
marketing literature is dominated by manufacturing and product-centric business
practices, service marketing constitutes a strategic area, which has propelled
growth and success for many organisations. Pure services and products are
hypothetical extremes as every product today is associated with some level of
service.
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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