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ASSIGNMENT
DRIVE SPRING 2014
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.
Q.1 Explain the steps in Business Buying process.
Ans : Characteristics of Organisational Buyer :
1. Derived Demand
Organizational buying is based on derived demand. Demand made by the ultimate consumers
creates demand for industrial goods or services.
Q.2 A brand is a composite set of beliefs and associations in the mind of consumers. In brand
development, as a 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.
Ans: Definition of Brand :
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product
distinct from those of other sellers." Brands are used in business, marketing, and advertising.
Initially, livestock branding was adopted to differentiate one person's cattle from another's by
means of a distinctive symbol burned into the animal's skin with a hot branding iron. A modern
example of a brand is Coca-Cola which
2. Q.3 Explain the classification of market based on nature of Competition and area.
Ans : Definition of market :
Usually, Market means a place where buyer and seller meets together in order to carry on
transactions of goods and services. But in Economics, it may be a place, perhaps may not be. In
Economics, market can exist even without direct contact of buyer and seller. This fact can be
explained with the help of the following statement. Generally market is the place where buyers and
sellers are physically present and finalize the transaction.
Q.4 Personal selling focuses in on ‘personal’ or ‘one to one’ selling. It involves an individual
salesman or a sales team establishing and 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.
Ans : Personal Selling :
Personal selling is selling technique involved between person to person and between the
prospective buyer and seller. Personal selling consists of human contact and direct communication
rather than impersonal mass communication
Q.5 Describe the stages in consumer decision making process.
Ans : Stages in consumer decision making process :
A consumer goes through several stages before purchasing a product or service.
Stage 1 - Need :
Need is the most important factor which leads to buying of products and services. Need in fact is the
catalyst which triggers the buying decision of individuals. An individual who buys cold drink or a
bottle of mineral water identifies his/her need as
Q. 6 Do you think the argument of some theorists that the traditional Ps are not enough for
services marketing? Give suitable examples to prove your point.
Ans: Service Marketing :
Services marketing is a sub field of marketing which covers the marketing of both goods and
services. Goods marketing includes the marketing of fast moving consumer goods (FMCG) and
durables. Services marketing typically refers to the marketing of both business to consumer (B2C)
and business to business (B2B) services.
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