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DRIVE fall 2016
PROGRAM Master of Business Administration- MBA
SEMESTER 2
SUBJECT CODE &
NAME
MB0046 –Marketing Management
1 Explain
the 7P’s of marketing mix with the help of suitable examples.
7P’s
of marketing mix with example 10
Answer: 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
2 Briefly
discuss importance of environmental scanning with the help of example.
Importance
of environmental scanning with the help of example
Answer: Environmental
scanning is designed to aid the long-term planners and strategists in the
organisations. Many people criticise the environmental scanning technique
because of the diffused and general nature of its results. Companies use
various methods for environmental
3 Explain
the factors that affect the consumer buying behavior 10
Answer: Characteristics
affecting Consumer Behaviour
Influence of cultural factors
There is a subtle influence of cultural factors on consumer’s decision
process. Immediate subculture also influences consumer’s decision process with
which consumer identifies himself/herself as a member. Consumers also grow in a
social setting, which is characterised by the concept of
4 Why
Branding is important? What value does the organization & customers get out
of the branding process?
·
Advantages
of Branding
·
value
Answer: The following are the advantages of branding.
(a) A brand promises and delivers a high level of assurance to
consumers.
(b) A brand serves as an assurance to the customer about the product
performance. A brand helps customers
5 What
do you meant by place or Channel of distribution? What are the important
functions of marketing channels?
·
marketing
channel
·
important
functions of marketing channels
Answer: A marketing
channel is a system of relationships existing among businesses that participate
in the process of buying and selling products and services. Channel
intermediaries are those organisations, which connect the manufacturer with the
customers and help in the distribution of
6 Write
short notes on:
a)
Break –even pricing
b)
Mark-up pricing
Answer: a) This is the
method of cost-oriented pricing and is also called target profit pricing. It
uses the concept of break-even chart, which exhibits the total cost and
total revenue expected at different levels of sales volume. The firm achieves
break-even when the total revenue
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