This document outlines an assignment for a Marketing Management course. It includes 6 questions about key marketing concepts like consumer behavior, environmental analysis, branding, product mix, green marketing, and service marketing. The questions range from 1 to 10 marks each, with the longer questions requiring answers of approximately 400 words. Students are instructed to answer all questions and note the evaluation scheme for each. Overall, the assignment focuses on having students explain and discuss fundamental marketing topics.

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ASSIGNMENT
DRIVE FALL 2014
PROGRAM Bachelor of Business Administration- BBA
SEMESTER 2
SUBJECT CODE &
BBA 204- Marketing Management
NAME
BK ID B1521
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1 Explain the personal, socio-cultural, Psychological determinants of consumer
behaviour.
Definition of consumer behaviour 1
Personal determinants- Consumer
demographics ,Consumer psychographics
3
Socio-Cultural determinants- Social factors ,
Cultural factors
Environmental factors
3
Psychological determinants—Perception,
Learning, Memory
Motivation
3 10
2
Describe the methods of environmental analysis-SWOT, PEST.
Strength, Weakness, Opportunity, Threat 5
Political, Economic, Social, Technological
Environment
5 10
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
Steps involved in brand development 6
Examples 2 10
4
Define Product mix. Explain the factors determine the decisions of the Product mix.
Definition of Product mix 2
Factors determine the decisions of the product mix 8 10

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5 Define Green Marketing. What are the reasons for which companies adopt green
marketing?
Definition of Green marketing 2
Reasons for which companies adopt green
marketing
8 10
6
Discuss the characteristics of services (any three) and the important strategies
which help in marketing of services.
Characteristics of Services (any three) 3
Strategies for marketing of services 7 10
Note – Answer all questions. Kindly note that answers for 10 marks questions should be approximately
of 400 words. Each question is followed by evaluation scheme.