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DRIVE-
Summer 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 marketing manager as a “mixer of
ingredients”.
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
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 mix need not consist of related products. In
other words, product mix is "the composite of products
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-friendly or that it is packaged in eco-friendly
manner using recyclable material. According to the
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.
Personal
determinants- Consumer demographics, Consumer psychographics:
There are two main personal
factors which influence an individual consumer, as follows –
Get fully solved assignment. Buy online from website
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