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PROGRAM
Master of
Business Administration - MBA
SEMESTER
III
SUBJECT
CODE & NAME
MKT301
Sales,
Distribution and Supply Chain
Set 1
Qus:1 Explain the process of
Personal selling.
Answer: The key to the development of the
sales force is the finalization of the appropriate sales processes by each organization. Sales processes differ across
products as well as approaches and strategies followed by an organization. For
example, the process usually adopted in a consumer product
Qus:2 What are the various recent
trends in International Sales Management?
Answer: Following are the recent trends in
the area of sales management:
(i)
Intense Competition: Due to liberalization, privatization
and globalization (LPG), the sales environment of today’s organizations has
changed a great deal. The selling firms are not competing with new domestic
players but
(ii)
Qus:3 i. Define Wholesaler
ii. Explain the functions of
Wholesaler
iii. Explain the applications of IT
in various areas of wholesaling
Answer: i. Define Wholesaler
Wholesalers are also known as middlemen since they purchase
merchandise from manufacturers and sell them again to the retailers. The
responsibility of a wholesaler entails financial risk as well. After purchasing
products from the manufacturers, the wholesaler keeps the products in his
warehouse and at times, has to make arrangements for transport of
Set 2
Qus:1 Write short notes on Vertical
Marketing System (VMS) and Horizontal Marketing System (HMS)
Answer: A Vertical Marketing System (VMS) is a system in which
almost all the members of distribution channel such as manufacturers,
wholesalers and retailers work together to satisfy human needs and wants by
facilitating the smooth flow of goods and services from manufacturer to the
Qus:2 What do you mean by Demand Management? Explain Demand
Management Model.
Answer: Demand Management
The concept of demand management has been an evolving
concept, i.e., it has been changing over time. The reasons for the changes that
are taking place in demand management are because of the geographical expansion
of both the ‘market’ and the ‘supply ecosystems’ new technologies
Qus:3 Explain Logistics Management. What are the various
Determinants of Designing Logistical System?
Answer: The technique of controlling and
managing the flow of goods, information, energy and other resources such as end
products, services and people, from the site of production to the marketplace
is
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PROGRAM
Master of
Business Administration - MBA
SEMESTER
III
SUBJECT
CODE & NAME
MKT302
Consumer
Behaviour
Set 1
Qus:1 Explain Market Segmentation.
Describe the important bases on which markets are segmented.
Answer: Positioning is a decision reached by
a marketer to try to achieve a defined brand image relative to competition
within a market segment. Product positioning decisions are strategic
Qus:2 Write short notes on
Psychoanalytic Theory/Freudian Theory and Trait Theory and Consumer Behaviour
Answer: Freud’s Theory of Motivation
Sigmund Freud’s psychoanalytic theory has had a strong
influence on the development of modern psychology and on
Qus:3 Write short notes on Tri Component Attitude Model and Katz
functional theory and attitude change.
Answer: Tri-component attitude model
According
to this model, attitudes consist of three main components:
1.
Cognitive component (knowledge, beliefs)
2.
Affective component (emotions, feelings)
3.
Set 2
Qus:1 Explain the Consumer decision
Making process.
Answer: Understanding Consumer
decision – Making process
Generally it is believed that decision-making is the
cognitive process of selecting a course of action from among multiple
alternatives. The most common examples are shopping and deciding what to eat.
Decision-making is said to be a psychological construct. It means that
although one can never "see" a decision, one can infer from
observable behaviour that a decision has been made. Therefore, we can conclude
that a psychological event called "decision-making" has occurred. It
is a construction that imputes commitment to action. That is, based on
observable actions, it is assumed that people have made a commitment to effect
the action.
Problem/Need Recognition
Purchase decision-making process begins when a buyer becomes
aware of an unsatisfied need or problem. Problem recognition is a critical
stage in consumer decision-making process because without it, there is no
deliberate search for information. Among consumers, there are two types of
problem recognition approaches.
In actual state types, the consumer
recognises that they have a problem when a product does not perform properly
(e.g. a watch fails to work).
In desired state type, the consumer has the
desire to own something new; this may activate the decision process.
Qus:2 Explain any five factors affecting diffusion of innovation.
What are the five categories of adopters classified by time of adoption?
Answer: Factors Affecting Diffusion
of Innovation
The chances of a product’s adoption and subsequent diffusion
are largely dependent on its nature. The rate at which the diffusion of an
innovation takes place is a function of the
Qus:3 Write short notes on Nicosia Model of Consumer
Decision-Making (Conflict Model) and Howard-Sheth Model
Answer: Nicosia Model of Consumer
Decision-Making (Conflict Model)
Francesco Nicosia was one of the first to develop consumer
behaviour model in the early 1960s and shift focus from the act of purchase
itself to the more complex decision process that consumers engage in
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ASSIGNMENT DRIVE – Spring 2018
PROGRAM - Masters of Business Administration - MBA
SEMESTER - III
SUBJECT
CODE & NAME - MKT303 - RETAIL MARKETING
Q1 What is Retail Marketing Environment? Define elements in
a Retail Marketing Environment.
●
Retail Marketing
●
Environment Elements in a Retail
Marketing Environment 2+8=10
Answer:-
Retail Marketing Environment:-
Everything that surrounds and
impinges on a system can be called as an environment. Systems of many kinds
have environments with which they interact. Retail Marketing can also be seen
as a system which must respond to
Q2 Define consumer decision behavior. Explain types of
decision behavior.
●
Consumer Decision Behavior
●
Types of Decision Behavior 2.5+7.5=
10
Answer:-
Consumer purchase behaviour involves
not only understanding how decisions are made but also understanding the
dynamics that influence purchases. Sometimes consumers undertake a complex
decision process requiring substantial amounts of time and energy. In
situations where consumers are making a decision for the
Q3 Critically examine types of Store Layout.
●
Racetrack form
●
Grid form
●
Free flow
●
Dead block format
2.5+2.5+2.5+2.5+2.5=10
Answer:-
Types of Store Layout:-
Racetrack form
This layout ensures the shoppers
start from the point where they enter the stores, flow through the entire store
and
SET-II
Q.1 What are Private Label Brands? Elaborate growth drivers
of Private Label Brands.
●
Private Label Brands
●
Growth Drivers of Private Label
Brands 3+7=10
Answer:-
A private
Q2. Elaborate Customer Relationship Management
Strategies.
●
Personalization
●
Communication
●
Rewards
●
Special treatment benefits
2.5+2.5+2.5+2.5+2.5=10
Answer:-
Customer Relationship Management Strategies:
1. Personalisation: The social interaction between
service employees and their customers is known as personalisation. It is the
way in which employees relate to customers who can be impersonal or personal.
Personalisati
Q3 Describe the four stages of International Business.
●
Domestic focus
●
Ethnocentric
●
Polycentric
●
Geocentric 2.5+2.5+2.5+2.5+2.5=10
Answer:-
The four stages of International Business:
1.
Stage one: Domestic focus: In this stage, firms
have a strong domestic focus with all activity concentrated in the
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DRIVE Spring 2018
PROGRAM MBADS (SEM 3/SEM 5)
MBAFLEX/ MBA (SEM 3)
SUBJECT CODE &
NAME
MKT304-Marketing Research
SET 1
1
What do you mean by research? State some of its characteristics.
Definition
Characteristics
Answer: Meaning of
Research
Research
is a systematic and intensive study undertaken to:
·
Address the fundamental questions or
·
Find a solution to the existing
problems.
It is
an art of scientific investigation. It is also a systematic design collection
analysis and reporting of the findings and solutions for the existing problems
of a company. According to the
2
Write a short note on the criteria of choosing a good research design.
Explanation (2
marks for each criteria)
Answer: The criteria of a good research design
are:
·
Feasibility: Designs
should be implemented in a correct form. The duration and sequence of events
should be designed in a proper way. Problems should be anticipated in
3
Explain comparative scales and its types.
Explanation of
the meaning
Explanation of
types
Answer: In comparative
scaling, the respondent is asked to compare one brand or product against
another. Comparative scaling techniques help in direct comparison between
stimulus objects. One of the main advantages of comparative scaling is the easy
application by
Set 2
1
Explain various types of probability sampling techniques with suitable
examples.
Explanation
Answer: Classification
of Probability Sampling Techniques
2
Analyse the steps involved in hypothesis testing.
Explanation
Answer: Steps
Involved in Hypothesis Testing
1.
Setting-up of hypothesis: The first step is to set up the decision
making process. This involves specifying the null hypothesis (H0) and the
alternative hypothesis (H).
2.
Selecting a significance level: A criterion used for rejecting
the null hypothesis is the significance level. The
3
Write short notes on:
a)
Media planning
b)
Copy Testing
Answer: Media
Planning
Media
planning is quite essential in establishing the best way to disperse
advertisers’ message across to the consumer market through various media
channels. In short, the main goal of the media
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