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National Institute of Business Management
Chennai – 020
EMBA/ MBA
Elective: Marketing Management
Attend any 4 questions. Each question carries 25 marks
(Each answer should be of minimum 2 pages / of 300 words)
1.Explain pricing policy.
Answer:
2.Explain the different Marketing Environments and the role of Culture and Subculture.
Answer: Culture It is a detailed examination of the character of the total society, including such factors as language, knowledge, laws, religion, food customs, music, art, technology, work patterns, products, and other artifacts that give a society its distinctive flavor. In a sense, culture is a society’s personality. Culture is the sum total of learned beliefs, values, and customs that serves to direct the consumer behavior of members of a particular society.
Firms are affected by lots of different things; a firm’s marketing environment is made up of all of the things that affect the way it operates. Some of the factor’s in a firm’s marketing environment can be controlled by the firm but some are uncontrollable. Firms need to understand their marketing environment so that they can make the most of
3.Explain the importance of consumer behavior for marketers.
Answer: It may sound funny to even ask this question, but how many businesses really understand their consumers when it comes to developing new products and services, or marketing those products to potential customers? This does not refer to just understanding consumers in the traditional sense of how a product appeals to a specific demographic group. It means really getting down to the nitty-gritty of understanding why consumers act a certain way, how they share information with each other, and what cultural influences are at work in shaping their perceptions and understandings.
This is one area in marketing that is grossly under-represented in contemporary academic and media discussions. Today’s consumers have changed
4.Explain the procedure in Marketing Planning.
Answer: Marketing is a process of developing and implementing plans to identify and satisfy customer needs and wants with the objective of customer satisfaction and profits making. The main elements of marketing planning are – market research to identify and anticipate customer needs and wants; and planning of appropriate marketing mix to meet market requirements/demands.
Definition of Marketing Planning
“Marketing Planning is the process of developing marketing plan incorporating overall marketing objectives, strategies, and programs of actions designed to achieve these objectives.”
Marketing Planning involves setting objectives and
5.What is the role of Consumer Behavior in marketing? Explain.
Answer: Consumer Behaviour refers to the study of buying tendencies of consumers. An individual who goes for shopping does not necessarily end up buying products. There are several stages a consumer goes through before he finally picks up things available in the market. Various factors, be it cultural, social, personal or psychological influence the buying decision of individuals.
Marketers need to understand the buying behaviour of consumers for their products to do well. It is really important for marketers to understand what prompts a consumer to purchase a particular product and what stops him from buying.
6.What are the basic principles of organization Design? Explain the techniques and methods for designing Organization structure.
Answer:
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