AMITY ASSIGNMENT-MARKETING MANAGEMENT

Topics: Marketing, Marketing plan, Product life cycle management Pages: 18 (1474 words) Published: October 11, 2013
MARKETING MANAGEMENT
Assignment A

Define Marketing Management. Discuss the various management philosophies. Explain how the marketing and selling are contrasted and briefly explain the societal marketing concept.
2 .Explain the various factors influencing a company’s marketing strategy with the help of suitable examples. 3 . What is marketing research? Discuss the marketing research process with the help of an example. Briefly explain the different sources of data. 4 .What do you mean by productivity analysis? Differentiate between productivity analysis and profitability analysis. What are the different steps in the direct and indirect approaches to marketing budgeting? 5 .What do you mean by media scheduling? Explain the procedure for evaluating advertising programes with the help of suitable examples. 6 .Define sales promotion and discuss the different elements of promotion-mix with the help of suitable examples. 7 .Discuss the marketing plan for a consumer product of your choice and briefly explain the marketing planning process. 8 .Write short notes on any three of the following

a) Relative Market Potential
b) Competitive Parity Analysis
c) Basic Elements of a Marketing Strategy
d) Product Life Cycle
e) Market Segmentation

Assignment B
  Case Detail :  
 
 Please read the case study given below and answer questions given at the end.  
 
CASE STUDY
Market Segmentation—Man’s Fairness
 
The male fairness segment industry is pitched at around Rs. 250 crore and the industry is growing at a scorching 150 percent per year. The industry evidently has woken up to the fact that the metro-sexual and has a large appetite for beauty (the industry expression is "male grooming") products, particularly driven by a desire to look as fair as the fairer SEX.   

ABC Company recently launched 'GROOM PLUS' the first men's fairness cream and claims that the market feedback is highly positive and encouraging. It is now planning an extension of "GROOM PLUS" to products Iike bleaches, shaving creams, Lotions etc. Hitherto men used fairness cream /bleach that were available in parlour packs. Subsequent research showed that men prefer bleach of their own with its own fragrance and specific skin type formulations, especially branded ones.

1.

Suggest bases for segmentation of market for Groom Plus products  2.
Discuss the importance of packaging in marketing of the above Product range. 

3.Suggest a suitable Promotion-Mix for creating awareness of the above range of products. 

Assignment C
Question No.  1
Marks - 10

 The selling concept focuses on - 

 
Options

Products

Customer needs

Markets

None of the above

market means -

 
Options

The set of actual and potential sellers of a product

The set of actual and potential buyers of a product

Both buyers and sellers

None of the above
Question No.  4
Marks - 10

 Marketing-mix elements are -

 
Options

Product, Price, Place and customers

Product, Price, Place and Promotion

Product, Price, Place and Physical Distribution

Both (b) and (c)

Question No.  5
Marks - 10

 Diversification means -

 
Options

A strategy for company growth by starting up or acquiring businesses outside the company’s current products and markets.

A stage for company growth and starting up or acquiring other companies and their products

A unit which deals in many products and services

Both (b) and (c)

Question No.  6
Marks - 10

 SBU stands for -

 
Options

State Bank of Uttaranchal

Strategic Business Unit

Semi Brand Units

None of the above

Question No.  7
Marks - 10

 Market segmentation is -

 
Options

The process of classifying customers’ intro groups, each with different needs, characteristics or...
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