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ASSIGNMENT
DRIVE SPRING 2017
PROGRAM Master of Business Administration – MBA
SEMESTER II
SUBJECT CODE & NAME MBA203 - Marketing Management
BK ID B1629
CREDITS 2, 4
MARKS 30 marks each
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.
Assignment Set -1
Questions
Question. 1. Define Marketing and various marketing orientations.
Answer: Market orientationisa company philosophyfocusedondiscoveringandmeetingthe needs
and desires of its customers through its product mix. Unlike past marketing strategies that
concentratedonestablishingsellingpointsforexistingproducts,marketorientationworksinreverse,
attemptingtotailorproductsto meetthe demandsof customers.Inessence,marketorientationcan
be thought of as a coordinated marketing campaign between a company and its customers.
As was proved in the recent history of the automobile
Question. 2. Write short notes on Environmental Scanning and
Implications of Inflation.
Answer: Environmental Scanning: Environmental scanning is the acquisition and use of information
about events,trends,andrelationshipsinan organization'sexternal environment,the knowledgeof

2. whichwouldassistmanagementinplanningthe organization'sfuturecourse of action.Dependingon
the organization's beliefs about environmental analyzability and the extent that it intrudes into the
environment to understand it, four modes of scanning may be differentiated: undirected viewing,
conditioned viewing, enacting, and searching. We analyze each mode of scanning by examining its
characteristic information needs, information seeking, and information use behaviours. In addition,
we analyze
Question. 3. Explain the various stages involved in Consumer
Decision Making Process. Support your answer with a proper
diagram showing the Consumer Decision Making Process.
Answer:The ConsumerorBuyerDecisionMakingProcessisthe methodusedbymarketerstoidentify
and track the decision making processof a customer journey from start to finish. It is broken down
into5individualstageswhichwe have decidedtodemonstratewithourlatestdecisionmakingjourney
surrounding some rather sorry looking trainers.
Stage 1 Problem Recognition1 – Problem Recognition (I need new trainers)
The first stage of the process is working out
Assignment Set -2
Questions
Question. 1. Explain Product Life Cycle (PLC)
Answer:The productlife cycle describesthe periodof time overwhichan itemisdeveloped,brought
tomarketandeventuallyremovedfromthe market.The cycle isbrokenintofourstages:introduction,
growth,maturityanddecline.The ideaof the productlife cycle isusedinmarketingtodecidewhenit
is appropriate to advertise, reduce prices, explore new markets or create new packaging.
First,a productideais implementedduringthe introductionphase,andthe ideaundergoesresearch
and development. If the idea is determined to be feasible and potentially profitable, the product is
produced, marketed and rolled out in the

3. Question. 2. What do you mean by Brand? Enlist various advantages
of Branding.
Answer: The word “brand” is revealed from the Old Norse word “brandr” which means to burn as
brands were and still are the means by which livestock owners mark their animals to identify
ownership said Keller (2003).Building and maintaining a brand is the critical task for marketing
managersas theyneedtoconsiderlotsof aspectsto make the brand successful theyadded.A strong
brandname is the tool todominate the marketandtohave sustainable competitiveadvantage which
is vital for any business growth.
Question. 3. Explain Advertising. Also explain any 12 types of
Advertising.
Answer: Advertising has evolved into a vastly complex form of communication, with literally
thousandsof differentwaysfora businesstogeta message to the consumer.Today's advertiserhas
a vast array of choices at his or her disposal. The Internet alone provides many of these, with the
advent of branded viral videos, banners, advertorials,sponsored websites,branded chat rooms and
so much more.
1. Online Advertising (aka Digital): If you see
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