Mb0046-Assignment-Spring-2013
Master of Business Administration- MBA Semester 2
MB0046 –Marketing Management - 4 Credits
(Book ID: B 1629)
Assignment Set -1 (60 marks)
Note: Assignment Set -1 must be written within 6-8 pages. Answer all questions.
Q1. Explain the stages in the new product development process. 10 marks (350-400 words)
Many companies follow different types of new product development system.
The standard new product development system is:
Concept generation and market structure identification
Advertising development Product formulation and testing
Testing the product Commercialization and final launch
STAGE 1 introduction
STAGE 2 Growths
STAGE 3 maturities
STAGE 4 Declines
The different levels of products are core layer, basic product layer, expected product layer, augmented product layer, and potential product layer.
•The classification of products is durability and tangibility, consumer goods, and industrial goods.
•The seven levels of product hierarchy are need family, product family, product class, product line, product type, brand, and item.
•A product line is a group of products for essentially similar use, and technical and marketing considerations.
•The four ways in which product mix can be adjusted to achieve organizational goals are market penetration, market development, product development, and diversification.
•A package may have three levels. They are primary, secondary, and shipping. Labeling is closely related to packaging and is used in many different informational, legal, and promotional ways
Q2. Explain the steps in Marketing Research Process 10 marks (350-400 words)
The process of marketing research involves the following steps:
•Identifying the marketing problem
•Developing marketing research plan
•Designing marketing research strategy
•Collection of data
•Analysis of collected data
•Preparation of report
The advantages of Marketing Research are:
It is used to measure market potential,
MB0046 –Marketing Management - 4 Credits
(Book ID: B 1629)
Assignment Set -1 (60 marks)
Note: Assignment Set -1 must be written within 6-8 pages. Answer all questions.
Q1. Explain the stages in the new product development process. 10 marks (350-400 words)
Many companies follow different types of new product development system.
The standard new product development system is:
Concept generation and market structure identification
Advertising development Product formulation and testing
Testing the product Commercialization and final launch
STAGE 1 introduction
STAGE 2 Growths
STAGE 3 maturities
STAGE 4 Declines
The different levels of products are core layer, basic product layer, expected product layer, augmented product layer, and potential product layer.
•The classification of products is durability and tangibility, consumer goods, and industrial goods.
•The seven levels of product hierarchy are need family, product family, product class, product line, product type, brand, and item.
•A product line is a group of products for essentially similar use, and technical and marketing considerations.
•The four ways in which product mix can be adjusted to achieve organizational goals are market penetration, market development, product development, and diversification.
•A package may have three levels. They are primary, secondary, and shipping. Labeling is closely related to packaging and is used in many different informational, legal, and promotional ways
Q2. Explain the steps in Marketing Research Process 10 marks (350-400 words)
The process of marketing research involves the following steps:
•Identifying the marketing problem
•Developing marketing research plan
•Designing marketing research strategy
•Collection of data
•Analysis of collected data
•Preparation of report
The advantages of Marketing Research are:
It is used to measure market potential,