DMBA 209 – MARKETING MANAGEMENT

Description

SESSION	FEB-MARCH 2025
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	2
COURSE CODE & NAME	DMBA209 MARKETING MANAGEMENT

 

 

Assignment Set – 1

 

 

Q1 Explain the consumer buying process for a product. 10        

Ans 1.

Introduction to Consumer Buying Process

The consumer buying process is a systematic series of steps that an individual follows while making a purchase decision. It includes mental and emotional stages that guide a consumer from realizing a need to post-purchase behavior. Understanding this process helps marketers craft better strategies for influencing and converting potential buyers.

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Q2 Explain the stages of the Product Life Cycle.  10        

Ans 2.

Introduction to Product Life Cycle (PLC)

The Product Life Cycle (PLC) refers to the stages that a product goes through from its introduction in the market to its eventual decline and withdrawal. It helps marketers plan strategies according to the life stage of the product. The four main stages are: Introduction, Growth, Maturity, and Decline. Some models also include a fifth stage called Development.

1. Introduction Stage

This is the launch

 

Q3 Analyse the different bases for segmenting consumer markets 10    

Ans 3.

Introduction to Market Segmentation

Market segmentation refers to the process of dividing a large, diverse consumer market into smaller groups with similar characteristics, needs, or behaviors. It enables businesses to tailor marketing strategies to meet the specific needs of each segment, thereby improving customer satisfaction and business performance. Effective segmentation helps companies focus their resources efficiently and

 

 

Assignment Set – 2

 

 

Q4 Discuss the various kinds of pricing strategies.            10       

Ans 4.

Introduction to Pricing Strategies

Pricing strategy is a critical element of the marketing mix and directly influences a company’s revenue and market positioning. A well-chosen pricing strategy balances customer expectations, competitive dynamics, product value, and profitability. Different strategies are applied based on business goals, target market, and product lifecycle stage.

Penetration Pricing

Penetration pricing

 

 

Q5 Explain the communication development process in detail in IMC.   10       

Ans 5.

Introduction to IMC Communication Development

Integrated Marketing Communication (IMC) refers to the coordination of various promotional tools and communication channels to deliver a consistent and clear message to the target audience. The communication development process in IMC ensures that all marketing messages across platforms are aligned with the brand’s values, goals, and consumer

 

Q6 Discuss in detail the channel management strategy. 10          

Ans 6.

Introduction to Channel Management Strategy

Channel management strategy involves the selection, development, and supervision of marketing channels through which products and services reach the end consumers. Effective channel management ensures product availability, enhances customer satisfaction, reduces distribution costs, and maintains strong relationships between manufacturers, wholesalers, retailers, and