Amity BBA 3 SEM Solve Assignment For Marketing Management
ASSIGNMENT A
QUESTION 1
Marketing success largely depends on the effective STP strategies adopted by the firm. Discuss the above statement
with two examples of your choice. What would be suitable segmentation basis for the following and why?
(i) Premium brand of after shave lotion
(ii) Rs. 1 lac small car proposed by a leading Indian car manufacturer.
QUESTION 2
Why does the marketing mix change as the products move through the PLC? How would you
expect the mix to change for an innovative home exercise kit as it moves through the product life
cycle? How can test marketing be helpful in launching new products?
QUESTION 3
What is consumer behavior? Explain briefly the various factors influencing consumer behavior taking example of any
consumer durable of your choice
QUESTION 4
Distinguish between Market Segmentation and Product Differentiation. Describe the bases that you will use in
segmenting the market for the following products:
(i) Hair dryer
(ii) (ii) Low calorie sweetener
QUESTION 5
To fight against dowry system, the Government of a state approaches you as a leading social marketing firm to
alleviate and curb this menace. Prepare a complete social marketing proposal outlining the four Ps and how they will
be applied to the programme.
QUESTION 6
In what- way is the knowledge of the Indian consumer environment a prerequisite for marketers in the design and
development of suitable marketing plans? Discuss.
QUESTION 7
Write short notes on any three of the following.
a) Marketing Process and Marketing Plan
b) Consumer Adoption Process
c) Societal marketing
d) Consumer adoption process
e) Marketing Information System
ASSIGNMENT B
Read the case study given below and answer the questions given at the end.
Pint sized Purifier
Water purification (households) market in India is slowly becoming competitive with the introduction of
Aquaguard in a big way. Zero-B is another brand which has been in the market for the last few years. It also
offers portable models (tumblers). New brands are also entering the market. Aquapen, a pocket sized water
purifier was launched in 1997 at a cost of Rs. 594. The product works on a 6V battery and has a LED indicator
which flashes every five seconds to indicate the product is operational. The purification process lasts for
about 50 seconds. A battery lasts for about 5000 glasses. The company planned to retail the product at
around 50,000 outlets and had planned an advertising budget of Rs. 5 crores.
QUESTION 1
Taking into account, the other brands in this market, formulate a detailed marketing
plan for Aquapen addressing the following issues: a) Specify the target segment you
would select for Aquapen. b) What will be its positioning? c) Identify the media
strategy to reach out to the target segments. d) Comment on the distribution
strategy.
ASSIGNMENT C
Which of the following statements is correct?
Marketing is the term used to refer only to the sales function within a firm
Marketing managers usually don't get involved in production or distribution decisions
Marketing is an activity that considers only the needs of the organization, not the needs of society as a whole
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large
Question No: 2
The term marketing refers to:
New product concepts and improvements
Advertising and promotion activities
A philosophy that stresses customer value and satisfaction
Planning sales campaigns
Question No: 3
A marketing philosophy summarized by the phrase "a good product will sell itself" is characteristic of the_________
period.
Production
Sales
Marketing
Relationship
Question No: 4
In the relationship marketing firms focus on__________ relationships with__________.
Short term; customers and suppliers
Long term; customers and suppliers
Short term; customers
Long term; customers
Question No: 5
The Coca Cola organization is an official sponsor of the Olympics. The firm is engaging in:
Place marketing
Event marketing
Person marketing
Organization marketing
Question No: 6
Which of the following is NOT an element of the marketing mix?
Distribution
Product
Target market
Pricing
Question No: 7
The term "marketing mix" describes:
A composite analysis of all environmental factors inside and outside the firm
A series of business decisions that aid in selling a product
The relationship between a firm's marketing strengths and its business weaknesses
A blending of four strategic elements to satisfy specific target markets
Question No: 8
Diversification is best described as which of the following?
Existing products in new markets
Existing products in existing markets
New products for new markets
New products for existing markets
Question No: 9
Market expansion is usually achieved by:
More effective use of distribution
More effective use of advertising
By cutting prices
All of the above are suitable tactics
Question No: 10
A market with which of the following characteristics would generally be less competitive?
High barriers to entry
Lots of potential substitutes exist
Strong bargaining power among buyers
Strong bargaining power among suppliers
Question No: 11
Marketing decision makers in a firm must constantly monitor competitors' activities-their products, prices, distribution,
and promotional efforts-because
The competitors may be violating the law and can be reported to the authorities
The actions of competitors may threaten the monopoly position of the firm in its industry
The actions of competitors may create an oligopoly within an industry
New product offerings by a competitor with the resulting competitive variations may require adjustments to one or more components of the firm's marketing
mix
Question No: 12
When looking at consumer income, marketers are most interested in
Discretionary income
Deferred income
Inflationary income
Disposable income
Question No: 13
Today's marketers need-- -
Neither creativity nor critical thinking skills
Both creativity and critical thinking skills
Critical thinking skills but not creativity
Creativity but not critical thinking skills
Question No: 14
Political campaigns are generally examples of-- -
Cause marketing
Organization marketing
Event marketing
Person marketing
Question No: 15
Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the
marketing mix activity of-- -
Pricing
Distribution
Product development
Promotion
Question No: 16
Toyota's Prius and Honda's hybrid Civic are examples of technological products inspired by-- -
Style considerations in the Japanese automobile industry
Social pressure to develop more fuel-efficient vehicles with fewer dangerous emissions
The desire of many engineers to simply make interesting products
The realization that Japanese people didn't need large, high-speed cars
Question No: 17
_____ is the collection and interpretation of information about forces, events, and relationships that may affect the
organization.
Environmental scanning
Stakeholder analysis
Market sampling
Opportunity analysis
Question No: 18
Assume you are in charge of the politically-mandated process of converting the economy of a developing African
nation from state-controlled to market-driven business ventures. Your ability to control_____ will most likely determine
the future success of the country and its government.
The culture
Marketing
Technology
Competitive environment
Question No: 19
Which of the following is typically NOT a result of recognizing the importance of ethnic groups by marketers?
Use of an undifferentiated one-size- fits-all marketing strategy
Different pricing strategies for different groups
Variations in product offerings to suit the wants of a particular group
Study of ethnic buying habits to isolate market segments
Question No: 20
Early adopters of which opinion leaders are largely comprised of and tend to be-- -
Generalized; that is, they tend to lead the group on most issues
More likely to buy new products before their friends do and voice their opinions about them
From the upper class; people from other classes are more likely to be followers
Quiet, withdrawn people who don't make fashion statements or take risks easily
Question No: 21
An imbalance between a consumer's actual and desired state in which recognition that a gap or problem needs
resolving is called--
Motive development
An attitudes
A self-concept
Product Evolutions
Question No: 22
According to Maslow’s Hierarchy of Needs theory, the need for fulfillment, for realizing one's own potential, and for
fully using one's talents and capabilities are examples of__________ needs.
Self-actualization
Physiological
Social
Esteem
Question No: 23
Strategic marketing planning establishes the-- -
Resource base provided by the firm's strategy
Economic impact of additional sales
Tactical plans that must be implemented by the entire organization
Basis for any marketing strategy
Question No: 24
The strategic marketing planning process begins with-- -
The writing of the mission statement
The establishment of organizational objectives
The formulation of a marketing plan
Hiring a senior planner
Question No: 25
Which of the following is a strategic marketing planning tool?
The market share/market growth (BCG) matrix
The consumer scanning model
A market vulnerability/business opportunity matrix
Market sheet analysis
Question No: 26
These objectives are often employed in mature markets as firms/products enter a decline phase. The goal is to
maximize short-term profits and stimulate a positive cash flow.
Harvest objectives
Divest objectives
Hold objectives
Growth objectives
Question No: 27
These objectives are often the most suitable when firms operate in a market dominated by a major competitor and
where their financial resources are limited
Niche
Hold
Harvest
Divest
Question No: 28
Market expansion is usually achieved by:
More effective use of distribution
More effective use of advertising
By cutting prices
All of the above are suitable tactics
Question No: 29
Diversification is best described as which of the following?
Existing products in new markets
Existing products in existing markets
New products for new markets
New products for existing markets
Question No: 30
When companies make marketing decisions by considering consumers' wants and the long-run interests of the
company, consumer, and the general population, they are practicing which of the following principles?
Innovative marketing
Consumer-oriented marketing
Value marketing
Societal marketing
Question No: 31
The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic
marketing objectives is called-- -
Marketing strategy.
Marketing control.
Marketing analysis.
Marketing implementation
Question No: 32
The total number of items that the company carries within its product lines refers to the ___________ of the product
mix.
Width
Depth
Length
Consistency
Question No: 33
The use of price points for reference to different levels of quality for a company's related products is typical of which
product-mix pricing strategy?
Optional-product pricing
Captive-product pricing
By-product pricing
Product line pricing
Question No: 34
_______________ is a strategy of using a successful brand name to launch a new or modified product in a new
category.
Duo-branding
Line extension
Brand extension
Multi-branding
Question No: 35
The fact that services cannot be stored for later use or sale is evidence of their-- -
Intangibility.
Inseparability.
Variability.
Perish ability.
Question No: 36
_________________ is the concept under which a company carefully integrates and coordinates its many
communications channels to deliver a clear, consistent, and compelling message about the organization and its
products.
The promotion mix
Integrated international affairs
Integrated marketing communications
Integrated demand characteristics
Question No: 37
The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the:
Decline stage.
Introduction stage.
Growth stage.
Maturity stage.
Question No: 38
If Honda uses its company name to cover such different products as its automobiles, lawn mowers, and motorcycles,
it is practicing which of the following strategies?
New brand strategy
Line extension strategy
multi-brand strategy
Brand extension strategy
Question No: 39
The _______________ holds that consumers will favor products that are available and highly affordable (therefore,
work on improving production and distribution efficiency).
Product concept
Production concept
Production cost expansion concept
Marketing concept
Question No: 40
When producers, wholesalers, and retailers act as a unified system, they comprise a-- -
Conventional marketing system.
Power-based marketing system.
Horizontal marketing system.
Vertical marketing system.