B.Com DCM1202 Marketing Management


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Set – 1st



  1. Define marketing. Discuss the importance of marketing.


The word ‘Market’ is derived from the Latin word ‘Marcatus’ meaning merchandise, wares, traffic, trade or place where business is conducted. The common usage of the market means a place where goods are bought and sold. In its strict meaning, the market need not necessarily mean a place of exchange. Historically, markets were physical meeting places where buyers and sellers gathered together to trade. Although physical markets are still vital, virtual marketplaces supported by IT networks such as the internet have become the largest and most liquid.

Marketing is a very

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2 To the Individual Business Units Business units are benefited from the marketing in the following ways:

1) Marketing generates revenue for firms. A firm fulfils its motive only through marketing. Development of market is possible- from local to a world market. When markets are widened, sales increase, and thus profit to the firm increases.

2) Marketing department of a firm is the source of information to the top management for making overall decisions on production. The information is the basis on which decisions will be made by the management.

3) Marketing and innovations are the two basic functions of all businesses. In a dynamic world,


  1. Discuss in brief the 4 Ps of marketing with suitable example.

Ans: These ingredients were later refined by E. Jerome McCarthy, who categorised them into the universally recognized 4 Ps of marketing – Product, Price, Place and Promotion.


Product refers to the physical entity offered by the company to its customers, which is a combination of tangible and intangible qualities. Product normally refers to the goods or services offered by a company which satisfies the needs or wants of a customer. In broad terms, product can include physical objects, services, ideas or a set of any of these items.

The product should have important attributes such as a set of distinguishing features, associated attributes, bundle of




Set – 2nd



  1. Define branding. Discuss the merits and demerits of branding.

Ans: Branding is the practice of giving a specified name to a product or group of products of one seller. It is the process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. In other words, naming a product, like naming a baby, is known as branding. Parents have children and manufacturers to have children; i.e., products.

As parents, the manufacturers also are eager to know the character and capacity of their products on their birth, but not on


  1. Define advertising (with suitable example). Also discuss the types of advertising.


Advertising is the dissemination of information about a product, or service oridea sponsored by a person at his expense to create a demand for his product or service. Advertising consists of all the activities in presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea.

American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor”. So, from the above definition we learned


  1. Write a detailed note on – determinants of consumer behaviour.

Ans: Consumer behaviour refers to the decision-making processes and actions of consumers when they purchase goods and services. Understanding the determinants of consumer behaviour is essential for businesses to tailor their marketing strategies and meet consumer needs effectively.

The main