Fall 2010

Master of Business Administration – MBA Semester 2

MB0046 – Marketing Management - 4 Credits

(Book ID: B1135)

Assignment Set- 1
60 Marks

Note: Each question carries 10 Marks. Answer all the questions.

Q.1 a. Explain the different micro-environmental forces with examples. (6 marks)

b. Mention the different ad appeals with suitable examples. (4 marks)

Q.2 What are the different market entry strategies if a company wants to enter international
markets? (10 marks)

Q.3. a. State the meaning of Product life cycle and explain the different stages involved in it.
(8 marks)
b. Define Customer Relationship Management. (2 marks)

Q.4. a. You are a sales manager in ABC firm. You have taken some interviews and
shortlisted a few candidates. How will you select the right candidate for the sales job?
(5 marks)
b. As a consumer, what are the steps you will undertake before you decide to buy a
car? (5 marks)

Q. 5 a. What are the features of Business markets? How is it different from consumer
markets? (5 marks)
b. List out the 5 important requisites of an effective segmentation by giving suitable
examples. (5 marks)

Q. 6. Explain briefly what are the several processes involved in new product development.
(10 marks)
 Fall 2010

Master of Business Administration – MBA Semester 2

MB0046 – Marketing Management - 4 Credits

(Book ID: B1135)

Assignment Set- 2
60 Marks

Note: Each question carries 10 Marks. Answer all the questions.

Q.1 Highlight the importance of Distribution channel and marketing intermediaries in

carrying out the marketing function. (10 marks)

Q.2 a. Explain the different product mix pricing strategies. (6 marks)

b. Give a note on marketing concepts. (4 marks)

Q.3 a. What are the features of business markets? (5 marks)

b. Write a short note on product line and product mix. (5 marks)

Q.4. a. Select any deodorant brand and evaluate its positioning strengths or weakness in
terms of attributes, benefits, values, brand name and brand equity. (6 marks)
b. You are a research expert in the field of marketing footwear products. What are the
various research approaches you would consider before making a consumer survey
regarding footwear? (4 marks)

Q. 5 a. What advice would you give a company that has facing bad publicity? What steps
would you tell the company to improve its reputation? (7 marks)
b. As a brand manager, what are the ways in which you will select a brand name for
your product- watches and how will you position it in the market? (3 marks)

Q. 6 a. What is MIS? What are its benefits? (4 marks)

b. How is rural marketing different from urban markets? (6 marks)