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DRIVE
Winter 2016
PROGRAM
BACHELOR OF BUSINESS ADMINISTRATION (BBA)
SEMESTER
II
SUBJECT CODE & NAME
BBA204 MARKETING MANAGEMENT

1. Define Market and classify Market on the basis of Economy. What are the differences
between Marketing and selling?
a. Definition of Market
b. Classify market based on economy
c. Differences between Marketing and Selling

Answer: a) 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 market means a place where goods are bought and sold. In its strict meaning, 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

2. Describe the methods of environmental analysis-SWOT, PEST.

Strength, Weakness, Opportunity, Threat
Political, Economic, Social, Technological Environment

Answer: SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and Threats.

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in a project or in a business venture. It involves
specifying the objective of the business venture or project and identifying the internal and
external factors that are

3. The brand is the symbol of the products personality. It is developed though diligent
market research and is based on the customers needs and wants. Explain the various
types of brands and importance of brand and branding and its merits.
Types of brands
Importance of brands and branding
Merits of branding Importance of brands and branding

Answer: Types of Brands

a) Individual brand names In this type, each product of the company has a unique or
individual brand name. Here, there is no relationship between the brands as each brand is
promoted differently and independently. Examples of companies which have opted for
individual brand names are:
Nestl - Nescafe, Maggi, Kitkat, Milo, Cerelac, Milkmaid are all part of Nestl & are
individual brands for different products such as coffee, noodles, chocolate, beverage, baby
food and condensed milk

4. Write Short notes on any 5 components of Promotion Mix:

1. Advertising,
2. Sales promotion,
3. Personal selling,
4. Direct marketing,
5. Public relations and publicity,

Answer: Advertising is the dissemination of information about a product, or service or idea

sponsored by a person at his expense to create a demand for his product or service.
Advertising consist 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,

5. Explain the need & bases of Market segmentation.

Need for market segmentation
Bases for market segmentation

Answer: Need for market segmentation

Every product or service requires market segmentation due to the following factors
a. Identification of target market Market segmentation helps the marketing manager
to identify homogenous customer groups within the market. He can also understand
the segments which are
b.

6. Explain the characteristics of services and elaborate marketing mix for services.
Characteristics of services
Marketing mix for services

Answer: Characteristics of services

a) Perishability Services are perishable or short term in nature. They cannot be
transported or stored for a long time, like other goods. The service comes into
existence only when the customer demands for th same. Both the customer and the
service provider have to be physically present at the
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