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MBA MARKETING MANAGEMENT II YEAR
2.1 PRODUCT AND SERVICES MARKETING
1. “Every
service needs a product and every product needs a service” comment.
2. Assume you
are a team member of the marketing research department of a low cost domestic
airline. Your manager has asked you to evaluate the service quality of the airline.
How would you go about It.? What service quality dimensions would you use to
evaluate the same?
3. Assume you
are the marketing manager of a company manufacturing fully automatic washing
machines. What product support services would you provide to the customer to
have competitive advantage?
4. Customer
waiting can be managed only by operations management’. Do you agree with the
statement? Justify your answer giving suitable examples.
2.2 MARKETING RESEARCH
1. Marketing
Research has been suggested as a training ground for advancement in the firm.
Do you agree with this or do you feel that researchers should stay within their
specialty?
2. Assume you
wish to determine whether men are brand-conscious when they are shopping for
suits. How could this question be studied using the observation method? Using
the questionnaire method?
3. Mr. Puneeth
is running a FMCG production company which has market nationality for the past
50 years. As it reaches maturing stage in its product life cycle, it has planned
to diversify its market from FMCG to Yarn exports. As a Chief Executive Officer
of the company how will you do marketing research for this new business to find
out the market potential?
4. Mr. Adithya,
the Managing Director of ANC Limited has given a task to Mr. Sarath, the R
& D Manager to conduct a customer satisfaction survey for their brand of shampoo
among general public in major cities of Tamil Nadu. He has done the customer
satisfaction survey for the past six months. Now, Mr. Sarath has to prepare the
research report of his study. Assist Mr. Sarath in preparing the report considering
data and other necessary details for your own.
2.3 CONSUMER BEHAVIOUR
1. Consumer
protection is an important issue. What areas of consumer behavior appear to be
most in need of increased regulation and / or consumer education?
2. Assume that
you are a marketing officer for a large furniture retailer. Prepare a marketing
program that would be successful in reaching consumers in the 25-34 age groups.
3. Assume that a
soft-drink marketer wanted to increase penetration in the Hispanic market.
Prepare a set of recommendations for doing so.
4. Assume that a
French manufacturer of women’s apparel is seeking to expand markets by
exporting to Canada. What marketing program should be recommended for maximum
effectiveness?
2.4 RURAL MARKETING
1. Discuss the
important dimension of the rural market demographics and their implications for
marketers of consumer doubles.
2. Explain the
important communication concept relevant to the rural markets what is the
significance of usage of symbols and principle, colour and music and rural
marketing communication.
3. Looking at
the profile of the rural consumers on Indian today. What are the key challenges
passed for Indian marketers in the rural marketing segments?
4. As the
product manager of an established consumer goods company, how would you handle
the menace of spurious brands in the rural markets?
2.5 SALES AND DISTRIBUTION MANAGEMENT
1. Write an
essay on wholesaling? Explain the different marketing functions performed by
wholesaler-distributors for manufacturers with the help of suitable examples.
2. What is the
purpose of Sales Organization? What steps will you take for setting up a Sales
Organization? Explain with the help of suitable examples.
3. What are the
different sources of Sales Force Recruits? Illustrate with the help of suitable
examples.
4. What special
distribution challenges exist in India? What is the best way for foreign
companies to deal with these challenges? Explain
2.6 STRATEGIC MANAGEMENT
1. If strategic
planning is essentially a program, can it display the degree of adaptiveness
that 21st century enterprises need? Would ‘strategic improvisation’ be a
plausible alternative? Explore the practical consequences of strategic
improvisation for enterprise management.
2. Select an
Automobile industry in India, and evaluate its competitive business strategy
using Porter’s five force model? What strategies can you suggest to convert the
unattractive forces in to attractive ones?
3.
“Complementary mergers may result in each firm filling in the missing pieces of
their firm with pieces from other firm.” – Examine the validity of the statement
in the Indian context with necessary examples.
4. ‘Formality is
the enemy of creativity and innovation’. ‘Informality is the enemy of
disciplined and reliable performance’. Is it consequently impossible for an
enterprise to be both innovative and disciplined? Investigate how these
qualities can be combined.
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2.7.1 E-COMMERCE
1. Describe the
current e-commerce scenario in India and explain the future prospect of
e-commerce.
2. Explain the
characteristics of large companies that involve B2G and B2C transactions in
their business, which require roboust, capable and scalable electgronic
commerce system.
3. Visit the
following sites:
www.olx.com /
www.labour.tn.gov.in / www.clicks.co.za / www.digitalplanet.co.za
a. For each site
determine whether it is in the exposure stage, interaction stage, e-commerce
stage or e-business stage. Provide reasons for your answer.
b. Determine
whether each site is B2C, C2C, C2B or B2B and why.
c. Critically
discuss the process of setting up a free-standing website and evaluate the
potential of e-commerce for small business development in India.
4. Consider the
development of a portal for a Retailer shop. Discuss the various technologies,
tools and components involved in designing the same.
2.7.2 BUSINESS RESEARCH METHODS
1. Below is the
gist of an article from Business Week. After reading it
(a) identify the
broad problem area,
(b) define the
problem, and
(c) explain how
you would proceed further.
“While
Chrysler‘s minivans, pickups, and sport utility vehicles take a big share of
the truck market, its cars trail behind those of GM, Ford, Honda, and Toyota. Quality
problems include, among other things, water leaks and defective parts”.
2. It is
advantageous to develop a directional hypothesis whenever we are sure of the
predicted direction. How will you justify this statement?
3. If a control
group is a part of an experimental design, one need not worry about controlling
other exogenous variables. Discuss this statement
4. Whenever
possible, it is advisable to use instruments that have already been developed
and repeatedly used in published studies, rather than develop our own
instruments for our studies. Do you agree? Discuss the reasons for your answer.
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