DMBA119 MARKETING MANAGEMENT

Description

SESSION	JAN – FEB 2026
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	I
COURSE CODE & NAME	DMBA119 MARKETING MANAGEMENT

 

Assignment Set – 1

 

Q.1. Define Marketing. What is the scope of marketing? (3+7 = 10 Marks)

Ans 1.

Marketing is a strategic business process of developing, communicating, providing, and trading value offerings to customers, partners, and even the society. It links suppliers to consumers and makes the availability of products into commercially viable market relations. Marketing is so much more than advertising and selling that it can be seen in all areas of value creation, customer experience and organization development strategy.

Definition of Marketing

According to Philip Kotler, marketing can be defined as the art and science of engaging, building, and creating value that meets the needs of a target market in a profitable manner. According to American Marketing Association, it is the act and institution of creating, communicating, delivering and

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Q.2. List the 7Ps of marketing. (10 Marks)

Ans 2.

Marketing mix is a strategic model of variables that are controlled by organizations to meet their marketing goals in the target markets. The initial 4Ps model of Product, Price, Place and Promotion was expanded as the full 7Ps model to better accommodate services marketing with the addition of People, Process and Physical Evidence to the list to encompass the entire scope of

 

Q.3. Define segmentation. List the benefits of segmentation. (3+7 = 10 Marks)

Ans 3.

Market segmentation refers to the strategic process of subdivision of a large, heterogeneous total market into smaller, distinct subgroups of consumers with similar characteristics, needs, preferences or behaviors. It helps organizations to customize their products, communication messages and distribution channels to target groups instead of adopting a generic strategy that best satisfies none of the groups or even best satisfies one of the groups.

Market Segmentation

 

Assignment Set – 2

 

Q.4. List the methods of pricing. Give example for each of them. (5+5 = 10 Marks)

Ans 4.

Revenue, profitability and competitive positioning are dependent on pricing. Cost structure and market conditions give organizations a variety of options to choose among. The appropriate approach will be sustainable margins but will bring real value to target customers.

Cost-Based Pricing

Cost-based pricing is a method of setting the selling price based on the sum total of the cost of production and operations plus a conventional profit markup. It is easy to apply, assures cost recovery and offers certainty in the margin. Example A bakery knows that it costs Rs to make one high-end cake. 250 of

 

 

Q.5. Define advertising. List the types of advertising with example. (3+7 = 10 Marks)

Ans 5.

Advertising refers to the paid and non personal communication that is done by known organizations or individuals to inform, influence and remind target audiences about products, services or ideas via channels of choice. It is among the most apparent and effective elements of the marketing mix, that it features prominently in creating brand recognition and consumer buying behavior under different market environments.

Definition of

 

Q.6. Write a note on ethics in marketing. (10 Marks)

Ans 6.

Ethics in marketing is a set of morals that apply to decision making in order to be fair and responsible to the consumers and the society. With the increased power of marketing, the ethical aspects of advertising, prices, and data utilization have become a concern on organizational reputation.

Honesty and Non-Deceptive Advertisement

The need to be entirely truthful in any communication with the consumers is one of the most