| SESSION | FEB – MARCH 2025 |
| PROGRAM | MASTER OF BUSINESS ADMINISTRATION (MBA) |
| SEMESTER | III |
| COURSE CODE & NAME | DMKT301 SALES DISTRIBUTION AND SUPPLY CHAIN MANAGEMENT |
Assignment Set – 1
Q1. Discuss the nature of sales management. Explain the various objectives of personal selling. 5+5
Ans 1.
Nature of Sales Management
Sales management refers to the planning, direction, and control of an organization’s sales activities. It encompasses recruiting, training, supervising, and motivating the sales force, as well as developing strategies to meet sales targets. Sales management is crucial for driving business growth, enhancing customer relationships, and ensuring profitability. It blends strategic planning with real-time decision-making, focusing on achieving consistent sales outcomes in competitive
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Q2. Write a short note on:
- Characteristics of Relationship Marketing
- Five Drivers of Supply Chain 5+5
Characteristics of Relationship Marketing
Relationship marketing is a long-term strategy that focuses on building and nurturing strong, lasting connections with customers rather than concentrating on individual sales. This approach emphasizes customer satisfaction, loyalty, and retention, aiming to transform one-time buyers into repeat customers.
A key characteristic of relationship marketing is customer-centricity. This approach places the customer at the core of all marketing decisions. The goal is to understand customer needs and preferences deeply and to
Q3. Describe the strategic issues in wholesaling. Elucidate the essential features of retailing. 5+5
Ans 3.
Strategic Issues in Wholesaling
Wholesaling it involves the sale of goods in large quantities to retailers, industrial buyers, or other wholesalers rather than to end consumers. Wholesalers act as intermediaries between manufacturers and retailers, playing a vital role in the distribution channel.
Market Coverage It is a major strategic issue in wholesaling. Wholesalers must determine the extent of their geographical reach and the customer segments they want to serve. Expanding too broadly
Assignment Set – 2
Q4. Highlight the various advantages and disadvantages of demand planning. Write in brief the concept of ERP in SCM. 7+3
Advantages of Demand Planning
Improved Forecast Accuracy
It is one of the primary benefits of demand planning. By analyzing historical data, market trends, and customer behavior, businesses can make more accurate sales forecasts. This reduces uncertainty and enables better planning across the supply chain.
Optimized inventory
Q5. Differentiate between:
- Cycle inventory and Safety inventory
- Warehousing and Packaging 4+6
Ans 5.
Cycle Inventory
it refers to the portion of inventory that a business regularly uses or sells over a given period during its normal operations. It is also called working stock and represents the typical stock kept to meet expected demand between two replenishment cycles. Cycle inventory is directly influenced by order quantity,
Q6. Describe the maturity phase of benchmarking process. Explain the concept of green supply chain management. 3+7
Ans 6.
Maturity Phase of Benchmarking
it is the final stage in the benchmarking process where the organization has fully implemented the best practices identified through benchmarking and begins to experience significant improvements. At this stage, benchmarking becomes a continuous and embedded part of the company’s culture and strategic planning.
During the maturity phase, companies have already analyzed performance gaps, implemented changes, and monitored results. Now, the focus shifts towards institutionalizing the new processes, standardizing procedures,
| SESSION | FEB-MAR 2025 |
| PROGRAM | MASTER OF BUSINESS ADMINISTRATION (MBA) |
| SEMESTER | III |
| COURSE CODE & NAME | DMKT302 CONSUMER BEHAVIOUR |
Assignment Set – 1
Q1. Discuss the following personality theories:
(a) Freudian theory (b) Neo-Freudian theory. 5+5
Ans 1.
Freudian Theory
It is one of the earliest and most influential theories in understanding human personality. Developed by Sigmund Freud, this theory is based on the belief that human behavior is largely influenced by unconscious motives and internal psychological conflicts. Freud proposed that personality is composed of three key components: the id, the ego, and the superego.
The id represents the primitive, instinctual part of the personality that seeks immediate gratification of desires and operates on the pleasure principle. The ego serves as the rational part, balancing the demands of the id and the constraints of reality. It works on the reality principle and helps individuals
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Q2. What ways do the lifestyles of consumers influence the purchasing decisions of consumers?
Ans 2.
Understanding consumer lifestyle
Consumer lifestyle refers to the way individuals live, spend their time, and allocate their money based on their activities, interests, and opinions (aio). It reflects patterns of behavior that emerge from personal values, culture, social roles, and economic status. Lifestyle directly influences consumers’ needs, preferences, and ultimately their buying decisions.
Role of
Q3. In What Situations Can a Motivational Conflict Arise? Explain with Suitable Example
Ans 3.
Introduction to Motivational Conflict
motivational conflict arises when an individual faces two or more conflicting motives or desires, making it difficult to choose a course of action. These conflicts are common in consumer behavior and can affect purchasing decisions when a person is torn between competing goals, values, or incentives. Understanding motivational conflicts helps marketers craft strategies that reduce consumer
Assignment Set – 2
Q4. Detail different stages of Consumer Decision Making Process. 10
Ans 4.
Consumer Decision-Making
consumer decision-making is a step-by-step process through which individuals identify their needs, gather information, evaluate alternatives, and choose products or services that best meet their requirements. Understanding this process allows marketers to target consumers effectively at each stage.
Problem Recognition
it is the first stage, where the consumer recognizes a gap between their current state and a desired state. This could be
Q5. What is the tri-component model of attitude formation? 10
Ans 5.
Attitude
attitude refers to an individual’s consistent evaluation, feelings, and tendencies toward a particular object, idea, person, or situation. It is a psychological tendency expressed by evaluating a particular entity with some degree of favor or disfavor. In consumer behavior, attitudes influence purchasing
Q6. Write Down the Factors Affecting Diffusion of Innovation. Also, Explain Diffusion Process of a Product.
Ans 6.
Factors Affecting Diffusion of Innovation
Diffusion of innovation refers to how a new product, idea, or technology spreads among consumers over time. Several key factors influence the rate and success of this process:
Relative advantage
It is the degree to which an
| SESSION | FEB-MARCH 2025 |
| PROGRAM | MASTER OF BUSINESS ADMINISTRATION (MBA) |
| SEMESTER | III |
| COURSE CODE & NAME | DMKT303 RETAIL MARKETING |
Assignment Set – 1
Q1. The segmentation of retail consumers must follow different bases to justify profitability. Explain the context with examples of each bases. 10
Ans 1.
Retail Consumer Segmentation
Consumer Segmentation in retail marketing involves dividing a broad consumer market into sub-groups based on shared characteristics, needs, or behaviors. This approach enables retailers to tailor offerings, communication, and pricing strategies to different consumer segments, ultimately enhancing profitability and customer satisfaction.
Demographic Segmentation It is the most basic and widely used segmentation method. It classifies consumers based on variables such as age, gender, income, education, occupation, and family size. For instance, a retailer
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Q2. What are the key components of the strategic retail planning process? 10
Ans 2.
Strategic Retail Planning
Strategic Retail Planning process involves outlining long-term goals, defining actionable strategies, and allocating resources to gain a competitive advantage in the retail industry. This process helps retailers adapt to market changes, meet customer demands, and achieve financial sustainability.
Situation Analysis
The first step where retailers assess both internal and external environments. Internally, this includes evaluating resources, past performance, and organizational capabilities. Externally, it involves analyzing market
Q3. State the concept of retail merchandising. Discuss in detail the steps followed in the merchandise management process. 2+8
Ans 3.
Concept of Retail Merchandising
Retail Merchandising refers to the planning, sourcing, presenting, and promoting of the right product at the right place, time, price, and quantity to attract and satisfy customers, while also maximizing profits. It involves understanding customer preferences and managing inventory efficiently to ensure a consistent shopping experience. Retail merchandising is not just about product availability but also about how products are displayed, promoted, and sold to increase customer engagement and purchase behavior.
Merchandising plays a
Assignment Set – 2
Q4. Explain the different pricing strategies that retailers adopt to achieve their short-term and long-term goals. 10
Ans 4.
Retail Pricing
Pricing Strategy in retail is a crucial element that directly impacts sales volume, brand positioning, profit margins, and customer perception. Retailers adopt different pricing strategies depending on market conditions, competition, product life cycle, and business goals. Some strategies aim to boost short-term sales, while others focus on sustainable long-term positioning.
Everyday Low Pricing (
Q5. Discuss in detail the different approaches that retailers use to enter international markets, providing relevant examples for each mode. 10
Ans 5.
International Market Entry
expanding into international markets allows retailers to reach new customers, diversify revenue streams, and achieve economies of scale. The choice of entry mode depends on factors like investment capacity, control, risk appetite, and market conditions. Retailers adopt different strategies based on their global objectives and brand models.
Franchising is a widely used low-investment mode where the franchisor (retail brand) permits a local entrepreneur (franchisee) to use its brand name, operational methods, and marketing strategies. This
Q6. Provide a detailed explanation on the key components of Customer Relationship Management (CRM). 10
CRM
customer Relationship Management (CRM) is a strategic approach focused on building, maintaining, and enhancing relationships with customers to drive loyalty and business growth. It involves using technology, processes, and data to understand customer needs and deliver personalized services. Effective CRM ensures long-term profitability by maximizing customer value over time.
Customer Data
| SESSION | FEB-MARCH 2025 |
| PROGRAM | MASTER OF BUSINESS ADMINISTRATION (MBA) |
| SEMESTER | III |
| COURSE CODE & NAME | DMKT304 MARKETING RESEARCH |
Assignment Set – 1
Q1. Explain non-probability techniques and various types of non-probability sampling techniques with suitable examples. 10
Ans 1.
Introduction to Non-Probability Sampling
non-probability sampling is a sampling method in which not all members of the population have a known or equal chance of being selected. Unlike probability sampling, it does not rely on randomization, making it easier and quicker to implement, especially when studying hard-to-reach or undefined populations. It is widely used in exploratory research, qualitative studies, pilot testing, and situations
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Q2. What are the nine types of Experimental designs? 10
Ans 2.
Experimental Design
Experimental design in marketing research refers to the structured and controlled setup for testing hypotheses by manipulating one or more independent variables and measuring their impact on dependent variables. It ensures that observed outcomes are the result of controlled variables and not external factors. Experimental designs are broadly classified into three categories: Pre-experimental, True experimental, and
Q3. Explain in brief about focus group interview, its requirement, and the problems that may arise from using focus group 10
Ans 3.
Focus Group Interview
a focus group interview is a qualitative data collection method where a small group of people (typically 6 to 10 participants) discusses a specific topic, product, service, or idea under the guidance of a trained moderator. The goal is to generate insights into consumer attitudes, beliefs, perceptions, and motivations. Focus groups are especially useful during the early stages of product development or when exploring customer opinions in depth.
The session is usually
.
Assignment Set – 2
- Discuss the various properties of scales of measurement. Give suitable examples. Also explain the types of Primary Scales of Measurement 5+5
Ans 4.
Properties of Scales of Measurement
Scales of measurement are used in research to categorize, rank, and quantify variables. The properties that define these scales determine the type of analysis that can be performed. The four key properties are description, order, distance, and origin.
Description it means each category or value on the scale must be clearly defined. For example, assigning the value “1”
Q5. Explain the methods of consumer marketing research. 10
Ans 5.
Consumer Marketing Research
consumer marketing research involves the systematic collection and analysis of data related to consumer preferences, attitudes, behaviors, and buying patterns. The purpose is to understand what influences consumers’ purchasing decisions, enabling companies to create better products, marketing strategies, and customer experiences. Various research methods are employed to capture these insights
Q6. What do you understand by a “quality research report”? What are the factors that a researcher should consider while developing such a report? 4+6
Quality Research Report – Meaning
A quality research report is a structured document that presents the objectives, methodology, data analysis, findings, and conclusions of a research study in a clear, precise, and actionable manner. It serves as the final output of the research process and communicates insights to stakeholders such as managers, marketers, or clients who may not be familiar with technical research terms.
A quality report transforms