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Marketing Management

Amity Centre for eLearning ASSIGNMENT
PROGRAM: SEMESTER-I
Subject Name Permanent Enrollment Number (PEN) Roll Number (SEN) Student Name : Marketing Management : : :

INSTRUCTIONS a) Students are required to submit all three assignment sets. ASSIGNMENT Assignment A Assignment B Assignment C b) c) d) e) DETAILS Five Subjective Questions Three Subjective Questions + Case Study 40 Objective Questions MARKS 10 10 10

Total weightage given to these assignments is 30%. OR 30 Marks All assignments are to be completed as typed in word/pdf. All questions are required to be attempted. All the three assignments are to be completed by due dates (specified from time to time) and need to be submitted for evaluation by Amity University.

( √ ) Tick mark in front of the assignments submitted Assignment ‘A’ Assignment ‘B’ Assignment ‘C’

Copyright© 2010 Amity University

Marketing Management

ASSIGNMENT A 1. The length of the product life cycle is governed by the rate of technological change, the rate of market acceptance and the case of competitive entry Discuss. 2. The marketing concept is a customer orientation backed by integrated marketing aimed at generating customer satisfaction as the key to satisfying organisational goals. Comment. 3. What are major reasons for market segmentation and what are its advantages? 4. Briefly explain the steps involved in new product development.

Copyright© 2010 Amity University

Marketing Management ASSIGNMENT B
1. Explain any two pricing policies with their relative advantages and disadvantages. 2. As Marketing Director of Kellogg’s evolve a market driven distribution system for the market. 3. Which type of sales promotion vehicles will you use to promote the sale of a premium brand of toilet soap?

CASE STUDY
M.K.B. products was an industrial company, undertaking the manufacture of chewing tobacco products. For the packing of these products, tin containers were required in huge quantities. The company was buying these containers from Shaz Metals, who were supplying the empty containers to M.K.B. products @ Rs. 1.60 per tin container. This arrangement carries on for more than ten years. M.K.B. products was later joined by a young M.B.A., who advised the owner of M.K.B products, to go in for backward integration (To make the tin containers themselves, instead of buying them from Shaz Metal Works. The matter was put under deliberation and it was decided to join for partial backward integration, i.e. to start the manufacture of their own tin containers, as well as, keep buying from the supplier(Shaz Metal) in a lesser quantity, till such time that the company M.K.B. products could become self sufficient. In the pursuit of backward integration, another semiautomatic tin container manufacturing plant was set up by the company, and it started its production and initially faced a lot of teething troubles. They however, overcame them and started functioning smoothly. A number of suppliers were interested in supplying tin sheets for M.K.B. products. After buying randomly from a number of suppliers, the company came to the terms with one Mr. Wali, who undertook all the raw material supplies of the tin sheets to the company at reason able rates. He would make deliveries as and when necessary, and developed a good relationship with the company. This arrangement lasted for a decade. Later, Mr. Wali, the tin supplier told the company that they would be charging an additional two percent on the prices quoted by them and delivery time

Copyright© 2010 Amity University

Marketing Management
would have to be rescheduled and the company would have to pick up, or order for the entire material consumed by the quarterly, instead of monthly arrangements. This sets the company thinking whether to agree to Mr. Wali terms or to look for another supplier. After a little research, they came across a supplier in tin industries, who was happy to supply the goods at same terms...
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