Marketing Management

BBA (204)
ASSIGNMENT
WINTER 2014-2015
Manish sharma (BBA 2)

Q1. List out the promotion tools. Discuss the steps involved in developing an
integrated promotional mix.
Ans: Promotion
Promotion consists of those activities that are designed to bring a company's
goods and services to the favorable attention of customers. Promotion includes
 advertising,
 personal selling,
 sales promotion
 other selling tools.
Steps involved in integrated promotional mix
1. Establish a clear Goal and Measurable Objectives
Objectives are the goals of the organization which has to be achieved
effectively and efficiently by the managers of the organization. A goal is a
board statement of some desired end point for instance. Objectives relate to
the goal and provide more specificity in terms of measurable outcomes within
a defined time frame. For instance .The goal and objectives provide the
framework and direction to the organzation.
2. Understanding the Target Audience
The important function of marketing is understanding the target audience.
After establishing a goal and measureable objectives the managers tries to
understand the target audience. We need to define the target market more
precisely. The mangers in the organization tries to understand the targeted
audience.
3. Evaluating Communication Options
Communication options are evaluated by the managers of the organization to
achieve the goal effectively and efficiently. After understanding the target
market and audience the managers tries to evaluates communication options.
This can also be unfortunate. A first step is to consider all of the
communication channels that are likely to reach the target group you
identified.
4. Implementing Communication Tactics :
The another function of marketing is implementing communication tactics.
After evaluating communication options the next step involved in integrated
promotional mix is Implementing Communication Tactics. The creation,
scheduling and implementation of communication tactics in an integrated
marketing camping is a critical driver for success.
Q2. Describe the methods of the environment analysis - SWOT, PEST
Ans: SWOT:
1. Strength: ‘S’ stands for strength in SWOT analysis, generally strength
includes characteristics of the business or team that give it an advantage
over others in the industry.
Example: Microsoft's strength has its operating system
 2. Weakness: ‘W’ stands for weakness in SWOT analysis. They are the
characteristics that place the firm at a relative to others. It reflects the
weakness of the organization.
Example: weakness can be high attraction rate.
3. Opportunity : ‘O’ stands for opportunities in SWOT analysis. It includes the
external chances to make greater sales or profits in the environment.
Example: changing lifestyle of people
4. Threats: ‘T’ stands for threats in the SWOT analysis. Threats are the
external elements in the environment that could cause trouble for the
business.
Example: The small retail shops owners found a great threat when big
retailers began their operations in India.

PEST:
 Political:
P stand for political on PEST analysis .The constituents of political environment
include laws, statutes, and political climate in favor of their products. The
operations should be within the framework of the business legislations to gain
support of the government. Business legislations enacted in the country relates
various areas such as; License for selling agency, use of patents, brand name,
consumer protection, etc.
 Technological environment:
It includes all the technological changes that takes place in the business
environment. It increases the use of capital intensive techniques in the
organization. Technology is most vital factor for any term. Using the latest
technology often creates opportunities for new products and markets.
Developments made in the fields of electronics. If markets do not use latest
technology, their products will become obsolete and loose the competitive edge
in the market.
 Economic and Legal environment:
Marketers are required to follow rules and regulations framed under the law of
the operating country with regards to pricing, advertising and all marketing
activities like Minimum wages laws ,Environmental protection laws, Worker
safety law, Union laws
 Social environment:
It includes all the socio terminologies .The Society has a important role to play
because it provides the necessary impacts for growth and it also derives the
benefits from the business units established in the society. A well educated
and cultured society encourages the establishment of business required to
meet their needs.
Q3. The brand is the symbol of the product's personality. It is developed
thought diligent market research and is based on the customer's needs and
wants. Explain the various steps which are undertaken in the formation of a
brand with examples.
Ans: brand:
It is the identification of the product .The term brand is the identification of the
product such as trademarks, symbol, picture, package designs and signage with
distinctive lettering .It provides a specific name to the product or group of
products in an organization.
Steps involved in brand development.
Selection of Brand Name –
The first step in creation of the brand is to select the good brand name . It is
important to choose a good brand name which is easy to remember, recall and
pronounce. The brand name should also be precise and appealing to the
consumer and must communicate what the product stands for in the market
place.
Example :
Aqua guard- Guard water
Selection of logo –
After selecting a brand name a logo is selected .A logo is the symbol of the brand
represented as a picture. Along with the brand name, the logo helps to identify
the brand. It is a creative symbol.
Example
 Girl with butter and sandwiches - Amul Butter
Legal rights –
The brand must have legal rights. The brand name and logo should be chosen so
that it can be registered and protected legally under the laws of the laws of the
land.
Characteristics of the brand-
 Unique : The brand name should be different from others, it should be
unique., have pleasant associations and should be appealing. A good brand
name should be unique. The brand name or logo should not be used
commonly.
Example : Boost and Fair & Lovely.
 Permanences -
The brand should not be named after some item which is in fashion or is chic at
the moment as these may lose value after some time.
Example: Vicco Bajradanti
 Positioning-
Another characteristic of a brand is positioning. It is important to develop the
right positioning platform for the brand so that the value proportion reaches
the customer.
 Brand portfolio-
The brand portfolio of the company must be strengthened by activities such as
the acquisitions, monitoring through the various cycles of the product quality.
Q4) Define Product mix. Explain the factors determine the decisions of the
Product mix.
Ans: product mix:
It is a collection of products offered for sale by a firm. A product mix is the set of
all products lines and items that a particular seller offers for the sale of buyers.
Factor determining the Product mix:
1. Change in market demand:
Changes in the market demand affects product mix. Changes in market demand
are one of the factors influencing the product mix. If the demand for any new
product has been constantly increasing, and if the firm is capable of producing
that product economically then, it can include the new products in its product
mix.
2. Cost considerations:
The cost consideration is also known as the cost of production, which is one of the
factors influencing the product mix. Cost consideration influences the product mix
of a firm If a firm is able to produce a new product at a lower cost with its
available machinery, labour, etc.. it can be produce the new product and expand
its product mix. This will help the firm to bring down the cost of production of its
existing products.
3. Advertising and distribution factors:
Advertising and distribution factors influence the product mix of firm.
The another factor of product mix is advertising and distribution factors .A firm
using a wide network of advertising and distribution channels can think of adding
new products to its product line, as they can be distributed with the help of the
same network. This will also bring down its advertising and distribution costs.
4. Image of the product:
The image of the product should be unique. The product should be unique .After
advertising another factor that affects product mix is image of the product. Image
of the product is the most important factor that affect the product mix.
Sometimes, product mix of an enterprise is changed to improve the image of the
producer.
5. Objective of maximization of profits:
No organization can survive without earning adequate amount of profit. Profit is
the reward for bearing the risk .The objective of maximization of profits
influences the product mix. The product mix is required to be changed so as to
earn maximum profits. The production of less profitable products may be stopped
and the production of more profitable products may be increase to maximize
profits.
6 .Competitors action and reaction:
The another factor that affects product mix is competitors action and profit. A
firm may have to change its product mix due to competitors’ action and reaction.
For instance, if the competitors have made any change in packing, size, colour,
price etc. of their products, relevant changes have to be made in the product mix
of the enterprise also.
7. Financial resources of the firm:
Financial resources of the firm also effects product mix. Financial resources of the
firm also decided its product mix. A firm may add new product lines according to
its financial capacity during the period prosperity so as to increase its profitable
sales volume or drop out some existing items during the period of depression,
when its financial resources are not adequate to carry on the production of all the
products.
8. Production influence:
Production capacity of a new firm influences its product mix. A firm may change
its product mix with a view to its production capacity more effectively and
efficiently, and thereby, reduce its overall net production cost. A firm may add a
new product line when the production of a product has been discontinued by its
rival firms.
Q5. Define the Green Marketing. What are the reasons for which companies
adopt green marketing?
Ans: Green marketing:
Green marketing is the marketing of products that are presumed to be
environmentally safe and are not harmful for the organization
Reasons for adopt Green marketing.
a) Corporate Social Responsibilities (CSR):
Due to CSR green marketing is adopting in marketing process .This has been
become a watchword for organizations across the global today. While companies
exist for making profits, it is also important for companies to give back in some
way to the environment and society in which they function. Companies have
some social responsibilities to the countries and societies in which they operate.
b) Governmental pressure:
Many governments across the global have evolved legislation to ensure that
companies function within the sphere of business and also that they are
accountable to the society and country, in case of violation of laws or exploitation
of the environmental resources. Government pressure plays an important role in
adopting green marketing.
Q6. Explain the Personal, Social-cultural, Psychological determinants of
consumer behavior.
Ans: Consumer Behaviour:
Consumer behaviour means analysing the behaviour of consumers on the basis of
the individual consumer’s characteristics and on the buying process, taken as a
whole.
Personal determinants:
a) Consumer demographics-
These are the factors such as age, education level, income group, economic
capacity, etc, which determine the buying behaviour of consumers.
b) Consumer psychographics-
These factors include attitude, value, self-image, status, lifestyle and prestige
which have an impact on the buying behaviour.
Socio-cultural determinants
a) Social factors:
Each individual has a definite role in societal activities. The social groups, with
which the individual interacts, have a bearing in the consumer behaviour. All
social groups tend to influence the thinking and behaviour of the consumer.
b) Cultural factors:
Culture refers to the set norms of rules or conduct which has been taught to the
individual from childhood. A person’s culture influences food, clothes, locality of
residence, practices. Culture accompanies an individual from cradle to the grave.
c) Environmental factors:
The buyer is influenced into buying a product due to the extensive marketing
campaigns launched by the organizations. Thus, environmental factors are strong
determinants.
Psychological determinants:
a) Perception :
This is the process in which the buyer assimilates the information which comes to
him from numerous sources. Based on the information input, the buyer then
forms an opinion on the product or idea.
b) Learning : learning is very important in marketing. In marketing all the
employees and the managers learns new ideas to achieve the organizational goals
effectively and efficiently. When individuals learn new ideas, they tend to
evaluate their ideas and beliefs and try to incorporate the new learning into them.
c) Memory :
Memory is another psychological determinant of marketing. Brand visibility and
constant reinforcement through marketing communication and advertising helps
to embed the product in the buyer’s minds. This also leads to better recalls of the
brand, which is a crucial factor to influence the buying decisions.
d) Motivation:
Inspiring and stimulating the employees towards the achievement of
organizational goals is known as motivation .Motivation helps in achieveing the
organizational goal effectively and efficiently. The buyer gets motivated to
achieve their goals or motives, when they become aware of such needs.