FALL-2015 Get solved assignments at nominal price of Rs.125 each. Visit www.instamojo.com/subjects4u search for your code pay and download fully solved assignments. Any issues mail us at: [email protected] or contact at 09882243490 Master of Business Administration - MBA Semester 2 MB0046-Marketing Management-4 Credits (Book ID: B1629) Assignment (60 Marks) Note: Answer all questions within 400 words each. Each Question carries 10 marks 6 X 10=60 Q1. Suppose you are the marketing manager of a banking firm. Your bank has opened its first branch overseas. What factor do you think will affect the choice of marketing the most and why? Answer. Define environment scanning: Environmental scanning is one of the essential components of the global environmental analysis. Environmental monitoring, environmental forecasting and environmental assessment complete the global environmental analysis. The global environment refers to the macro environment which comprises industries, markets, companies, clients and competitors. Consequently, there exist corresponding analyses on the micro-level. Suppliers, customers and competitors representing the micro environment of a company are analyzed within the industry analysis. Q2. 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. Answer. Definition of Brand Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind (see positioning). Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value. Legal name for a brand is trademark and, when it identifies or represents a firm, it is called a brand name. See also corporate identity. Q3. Describe the international market entry strategies in brief. Answer. International Market Entry Strategies There are a variety of ways in which a company can enter a foreign market. No one market entry strategy works for all international markets. Direct exporting may be the most appropriate strategy in one market while in another you may need to set up a joint venture and in another you may well license your manufacturing. There will be a number of factors that will influence your choice of strategy, including, but not limited to, tariff rates, the degree of adaptation of your product required, marketing and transportation costs. While these factors may well increase your costs it is expected the increase in sales will offset these costs. The following Q4. 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. Answer. Definition of Personal Selling: Personal selling is an activity which involves a face-to-face interaction with the customers wherein there is a quick response and personal confrontation. This allows for more specific adjustment of the message. Here, the communication message can be adjusted as per the customer’s specific needs or wants. It offers you the opportunity to develop long-term familiarity and relationship. Process or steps in personal selling include the following: 1. Prospecting – This is the beginning of sales process, which covers searching for customers with potential demand. 2. Targeting – This is the process of deciding Q5. Describe the stages in consumer decision making process. Answer. Awareness The process begins when a company identifies a need for a purchase. It may want to replace an existing item, replenish stocks or buy a new product that is just available on the market. You can also stimulate a need that the company may not be aware of by advising them of issues and challenges that other companies in their industry face. The buying team next works with the requesting department to firm up on the requirement. Specification When the buying team has agreed requirements, it prepares a detailed specification that sets out quantities, performance and technical requirements for a product. Your sales team can support this stage by advising the buying team on best practice or collaborating with the buying team to develop the specification. Buying teams then use Q6. Describe some of the strategies for effective marketing and advertising in rural market. Also explain the innovative use of media in rural market. Answer: The rural markets are estimated to be growing fatly compared to the urban markets. The potentiality of rural markets is said to be like a 'woken up sleeping giant'. These facts are substantiated in a study of market growth conducted by various researches. In recent years, rural markets have acquired significance in country like India. On account of the green revolution in India, the rural areas are consuming a large quantity of industrial and urban manufactured products Rural marketing is a function that manages all activities involved in assessing, stimulating and converting the purchasing power of rural consumers into an effective demand for specific products and services to the people in rural areas to create FALL-2015 Get solved assignments at nominal price of Rs.125 each. Visit www.instamojo.com/subjects4u search for your code pay and download fully solved assignments. Any issues mail us at: [email protected] or contact at 09882243490