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DRIVE-
Spring 2015
PROGRAM-
Bachelor of Business Administration- BBA SEMESTER 2
SUBJECT
CODE & NAME- BBA 204- Marketing Management
BK
ID- B1521
CREDIT & MARKS- 4 Credits, 60
marks
Q1. Explain the components of
traditional marketing mix in detail.
(Definition
of marketing mix, Explanation of components) 2, 8
Answer:
The term “Marketing Mix” is one
of the most famous terms used in the annals of Marketing. This term was coined
by Neil H. Borden, when he began using the term in the late 1940s, while
teaching his students. Borden derived the term from an idea formulated by James
Culliton, when the latter equated a
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.
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
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 organization with several product
lines has a product mix. Product
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:
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 behavior is the field of
study which analyses the behavior of consumers on the basis of the individual
consumer’s characteristics and on the buying process, taken as a whole.
Get fully solved assignment. Buy online from website
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or
plz drop a mail with your sub code
we will revert you within 2-3 hour or immediate
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125/subject and rs 625/semester only.
if urgent then
call us on 08791490301, 08273413412
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