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ASSIGNMENT
DRIVE SPRING 2015
PROGRAM MBADS/ MBAFLEX/ MBAHCSN3/ MBAN2/ PGDBAN2
SUBJECT CODE & NAME MB0046- Marketing Management
BK ID B1629
SEMESTER 2
CREDITS 4
MARKS 60
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.
1 A marketing mix can be referred to as a planned mix of the controllable elements of a product’s
marketing plan, commonly termed as 4Ps: Product, Price, Place and promotion. Considering the
increasing role of services in the economy and customer orientation, additional 3 Ps such as
People, Process and physical evidence were added to the marketing mix. These Ps are very
important while generating optimum income for the company since it will be adjusted until the
right combination that serves the needs of the customers. Define the term marketing mix.
Describe the 7ps of marketing mix.
Answer: A planned mix of the controllable elements of a product's marketing plan commonly
termed as 4Ps: product, price, place, and promotion. These four elements are adjusted until the
right combination is found that serves the needs of the product's customers, while generating
optimumincome.Sometimesthe firstP(Product) issubstitutedbypresentation.See also marketing
and mega marketing.
Four P's of marketing mix :
1. Product :-----------------------

2. Q.2 A brand is a composite set of beliefs and associations in the mind of consumers. In brand
development,asa part of branding strategy decision,the brand manager can decide to create new
brand elements for the new products, apply some of the existing brand elements to the new
product, or use a combination of existing and new brand elements to the existing and new
products. Explain the different branding strategies used by the companies for their range of
products.
Answer: Definition of Brand: The word "brand" is often used as a metonym referring to the
companythat isstronglyidentifiedwithabrand. Marque or make are often used to denote a brand
of motor vehicle, which may be distinguished from a car model.
Advantages of Brand:Brand IdentityDesignisthe creationof the visual identity, “The Branding”, for
a company and/or its clients.
1. Pride - A professionally designed logo and Brand / Identity system will show that you are
committed to presenting your company as a major contender in your market.------------------------
3. Describe the international market entry strategies in brief.
Answer: A market entry strategy is the planned method of delivering goods or services to a new
target market and distributing them there. When importing or exporting services, it refers to
establishing and managing contracts in a foreign country.
Direct Exporting: Direct exporting is selling directly into the market you have chosen using in the
first instance you own resources-------------------------
Q.4 Personal selling focuses in on ‘personal’ or ‘one to one’ selling. It involves an individual
salesmanor a sales team establishingand building a profitable relationship with customers over a
period of time through a series of steps. Explain the steps in the personal selling process which
helps in the successful sales.
Answer: Personal Selling:Personal selling is a promotional method in which one party (e.g.,
salesperson) usesskillsandtechniquesfor building personal relationships with another party (e.g.,
those involved in a purchase decision)
Steps in the Personal selling process:
1. Pre-sale preparation: The first step in personal selling is the selection, training and
motivation of salespersons---------------------------

3. Q5. Describe the stages in consumer decision making process.
Answer: An individual who purchases products and services from the market for his/her own
personal consumption is called as consumer. or service.
NEED
↓
INFORMATION GATHERING/SEARCH
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT/SERVICE
↓
POST PURCHASE EVALUATION
--------------------
Q. 6. Describe some of the strategies for effective marketing and advertising in rural market.Also
explain the innovative use of media in rural market.
Answer: Rural marketinginvolvesaddressingover700 millionpotential consumersandover40 per
centof the Indianmiddle income.Nowonder, the rural markets have been a vital source of growth
for most companies. For a number of PMCG companies is the country, more than half their annual
sales come from the rural market.
Different rural marketing strategies in India
 Rural Marketing Strategy:Rural marketing strategy is based on their A’s – Availability
Affordability and Acceptability--------------------
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