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ASSIGNMENT
DRIVE FALL Spring 2014
PROGRAM Bachelors of Business Administration- BBA
SUBJECT CODE & NAME BBA 204- Marketing Management
SEMESTER 2
BK ID B1521
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 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.
Answer : Brand
Any brand is a set of perceptions and images that represent a company, product or service. Brand
Name is a brand or part of a brand consisting of a word, letter, and group of words or letters
comprising a name which is intended to identify the goods or services of a seller or a group of sellers
and to differentiate them from those of competitors. The aim of branding is to convey brand
message vividly, create customer loyalty, persuade the buyer for the product, and establish an
emotional connectivity with the customers.
2 Describe the methods of environmental analysis-SWOT, PEST.
Answer : Methods of environmental analysis-SWOT, PEST
Environmental analysis is the assessment of environmental factors which affect marketing activities.
SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and Threats. SWOT analysis is a
strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats
involved in a project or in a business venture. It involves specifying the objective of the business
venture or project and identifying the internal and external factors that are favorable and
unfavorable to achieve that objective.
Let us discuss SWOT analysis with examples
Strengths: characteristics of the business or team that give it an advantage over others in the
industry. For example, Microsoft’s strength is its

2. 3 Define Marketing Planning. Explain about the two different Competitive marketing
Strategies
Answer : Market Planning
An organization or business needs to plan its marketing strategy in order to launch its products in
any market. Such marketing planning involves the usage of the market information in order to assess
the market conditions.
Price based marketing strategies
Companies which use price based strategies, have price as their competitive advantage i.e. they sell
at lower prices but still make profits. If a company wants to use price as the leverage, then such a
company should also have cost leadership, i.e., the company should have a cost advantage over
competition. The cost advantage can arise from a number
4 Define Product mix. Explain the factors determine the decisions of the Product mix.
Answer : 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 offered for sale by a firm." It is a collection of products manufactured or distributed by a
firm. For instance, a firm manufactures watches, machinery items, electric lamp etc. Product mix has
four main characteristics or dimensions and they are (1) Length (2) Width (3) Depth (4) Consistency.
5 Define Service Marketing. Explain the strategies for Services Marketing.
Answer : Service Marketing
Service marketing refers to the concept of creation and delivery of value for the satisfaction of the
customer, which provides a profit to the seller or service provider.
Strategies for service marketing
The important strategies that help in marketing of services are:-
a) Deepening of customer relationship – In the fast pace of modern life, customers look for one-
stop-shop solutions for most of their purchasing needs. This helps them to save time and costs and
provides consolidation of services. Also, a customer who has multiple relationships with a service
provider will tend to be more loyal and will provide higher volumes of business due to the
concentration of services. So, service providers adopt the strategy of cross-selling other products to
an existing customer, thereby increasing the
6 Define Green Marketing. What are the reasons for which companies adopt green
marketing?
Answer : 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 American Marketing Association, “Green marketing is the marketing of products
that are presumed to be environmentally safe”. It is also called as Environmental or Ecological
marketing.

3. Reasons for which companies adopt green marketing
Dear students get fully solved SMU BBA Spring 2014 assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601