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MB0046-Marketing Management

MB0046-Marketing Management






SUBJECT CODE & NAME MB0046-Marketing Management
BK ID B 1629



Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.



Q.1 “Planning is a process of designing the Blueprint for the future”. In this context,

explain Marketing Planning in detail. 


Ans : Explanation of  Marketing plan :


Planning is a process of designing the blueprint for the future. Marketing plan for an organization is planning for the organization revenue-earning activities. Marketing manager have to face changes every day in the market place. So a successful marketing management process should be continued and must involved a cycle of planning, implementations, and control.


Marketing plan :


A marketing plan is a written document that specific that require action to attain one or more marketing objective. A good marketing plan should communicate to every member what is desire of them. So that they have some level of goal clarity, understanding of assumption that lie behind the goals, and the context of each activity and decision . Essentially the Marketing Plan:




Q. 2 Explain Henry Assael Model of buying decision behaviour along with the diagram”.


Ans : Explanation of Model :


Henry Assael has come up with an explanation to analyze why consumers buy the goods they buy. He explained the relationship between the level of involvement by the consumers in the purchase of goods and services and the level at which different goods or services differ from one another. He therefore came up with four different buying behaviors out of this comparison as explained below;




Q. 3 “Packaging includes all the actions that involve the development of a container and a graphic design for a product “.In the light of the statement, explain packaging and labelling.


Ans : Explanation of packaging considerations :


Packaging is the technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated into government, business, institutional, industrial, and personal use. In the package design stages for products, structural design, marketing, and environmental responsibility should all be considered.


  • While the development of a package (or component) can be a separate process, it should be linked closely with the product to be packaged




Q.4 Explain Brand Extension and its kind.


Ans : Explanation of brand extension :


Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). It increases awareness of the brand name and increases profitability from offerings in more than one product category.

There are a wide variety of benefits to extending a





Q.5 “Logistics has always been a central and essential feature of all economic activities”. In this context, explain logistics management and its major functions.


Ans: Explanation :


Logistics management is the governance of supply chain functions. Logistics management activities typically include inbound and outbound transportation management, fleet management, warehousing, materials handling, order fulfillment, logistics network design, inventory management, supply/demand planning, and management of third party logistics services providers. To varying degrees, the logistics function also includes customer




Q.6 Write short notes on:

a) Integrated Marketing Communication

b) Direct Marketing


Ans :  a) Integrated Marketing Communication:


An approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other.

As defined by the American Association of Advertising Agencies, integrated marketing communications ” recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.”



b) Direct Marketing :


Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer, with advertising techniques that can include Cell Phone Text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, targeted television commercials, response-generating newspaper/magazine advertisements, and outdoor advertising. Amongst its practitioners, it is also referred to as Direct Response Advertising.

Direct marketing messages emphasize a focus on



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