DBB1104 – Marketing Management Assignment - Manipal University Jaipur

Assignment Task

Questions

1. The strategies employed by marketers for decisions related to product mix. Briefly explain the factors influencing the product mix decision of a firm.

2. Macro environment include forces which significantly influence operations of any business. Do you agree or not? Justify your answer with suitable examples.

3. What is Brand equity? Elaborate the three components of Martin Roll’s definition of brand equity?

4. Define consumer behaviour. Describe in detail factors which determine consumer behaviour.

5. Define market segmentation. Describe the need for market segmentation.

6. Integrated marketing communication requires rigorous planning and detailing of steps to develop strategy. Considering this statement, discuss the steps followed in developing an integrated promotion mix.

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