DBB2114 MARKETING MANAGEMENT

Description

SESSION	JAN-FEB 2026
PROGRAM	BACHELOR OF BUSINESS ADMINISTRATION (BBA)
SEMESTER	III
COURSE CODE & NAME	DBB2114 MARKETING MANAGEMENT

 

 

Assignment Set – 1

 

Q.1. What marketing strategies do companies use when making decisions about their product mix? Additionally, what factors influence a company’s product mix choices? (4+6 = 10 Marks)

Ans 1.

Product Mix Marketing Strategies

A product mix, sometimes known as a portfolio of products, includes all product lines and items offered by a business to customers. Businesses employ a variety of marketing methods when deciding on their product assortment to boost expansion, ensure market relevance and enhance financial performance.

Expansion Strategy involves adding new products lines in order to target new segments of customers or enter new markets. For example,

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Q.2. Explain in detail the methods of environment analysis with suitable examples. (10 Marks)

Ans 2.

Environmental analysis is the methodical technique of gathering, analysing and understanding information regarding the external and internal elements which affect the performance of an organization and its strategic direction. It allows organizations to recognize the opportunities they can capitalize on as well as threats to avoid, which forms the underlying elements of solid strategic strategy. A variety of proven methods are employed for an extensive analysis of

 

 

Q.3. How do various internal and external forces impact a firm’s pricing strategies? Discuss these influences in detail, illustrating each with appropriate examples. (10 Marks)

Ans 3.

Pricing is among the most important and crucial financial decisions that can be made in the field of marketing management. Pricing of products directly influences revenue, affects the perceptions of customers about value as well as demonstrates the company’s position in the market. Internal and external factors shape a firm’s pricing strategies.

Internal Forces

Cost of Production is one of the

 

 

Assignment Set – 2

 

Q.4. What is consumer behavior? Explain in detail the various factors that influence how consumers make decisions. (2+8 = 10 Marks)

Ans 4.

Definition of Consumer Behaviour

The study of consumer behavior is of the ways that individuals as well as groups and organizations choose, purchase, utilize and discard items or services, concepts, or experiences that meet the needs and wants of their customers. It studies the emotional, social as well as personal elements that affect purchasing decisions to help marketers comprehend why they are influenced by consumption and to influence

 

Q.5. State the concept of targeting and positioning with emphasis on its role in designing marketing strategies. (10 Marks)

Ans 5.

Targeting and positioning are two of the three core elements of the Segmentation-Targeting-Positioning (STP) framework that is the foundation of modern market-oriented marketing strategy. Together they determine which customers company is serving and how it will differentiate what it provides to them.

Concept of Targeting

Market targeting is the method to evaluate each market’s appealingness before deciding which or more markets

 

 

 

Q.6. Integrated marketing communication requires rigorous planning and detailing of steps to develop strategy. Discuss the steps followed in developing an integrated promotion mix. (10 Marks)

Ans 6.

Integrated Marketing Communication (IMC) is the coordinated strategic use of marketing communication channels and messages in order to send the same, precise powerful brand message to target audiences across all touchpoints. The development of an effective IMC strategy is a meticulous and systematic approach.

Step 1: Identify