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ANNAMALAI SITY

SECOND YEAR

UNIVER

DIRECTORATE OF DISTANCE EDUCATION


M.B.A. (MARKETING MANAGEMENT) Academic Year 2011 - 2012 ASSIGNMENT TOPICS This booklet contains assignment topics. Students are asked to write the assignments for SIX papers as per instructions.
Last date for submission: Last date for submission with late fee ` 300/-: 28-02-2012 15-03-2012

NOTE: 1. Assignments sent after 15-03-2012 will not be evaluated. 2. Assignments should be in the own hand writing of the student concerned and not type-written or printed or photocopied. Assignments should be written on foolscap paper on one side only. All assignments (with Enrolment number marked on the Top right hand corner on all pages) should be put in an envelop with superscription MBA Assignments and sent to The Director, Directorate of

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Distance Education, Annamalai University, Annamalainagar 608 002 by Registered post. P.T.O. 5. No notice will be taken on assignments which are not properly filled in with Enrolment Number and the Title of the papers. Students should send full set of assignments for all papers. Partial assignments will not be considered.

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ASSIGNMENT INSTRUCTIONS
Write assignments on any TWO topics in each paper out of the FOUR. For each topic the answer should not exceed 15pages. Each assignment carries 25 marks. (2 topics)

DR. S. B. NAGESWARA RAO


DIRECTOR

1 2.1 PRODUCT AND SERVICES MARKETING

1. a) Consider any 6 FMCG items and discuss the positioning strategies adopted by the marketers. b) Explain the various stages of product life cycle. At what stage of the product life cycle are the following? (i) Sony digital camera; (ii) Micro wave oven. 2. Discuss the growth and development Tamilnadu tourism marketing in India. of

3. a) What is brand extension? Explain the different brand extension strategies adopt in Reliance Industries. b) Label is information tag. Comment on this line. 4. a) Discuss about new product success and failure. Give appropriate examples from durable product segment. b) Assume that you are the marketing manager for a leading five star hotel. i) How would you improve the service quality of your hotel? ii) Devise marketing strategies to retain and attract new customers.

2 2.2 MARKETING RESEARCH

1. Does experimental research will give better results than other types of research? With examples substantiate your answer by explaining different research designs. 2. Mr. Puneeth is running a FMCG production company which has market nationally for the past 50 years. As it reaches maturing stage in its product life cycle, it has planned to diversify its market from FMCG to Yarn exports. As a Chief Executive Officer of the company how will you do marketing research for this new business to find out the market potential? 3. Enumerate the various steps involved in advertising research. How will you use experimentation research in advertising research? Explain your view based on current market scenario. 4. Mr. Adithya, the Managing Director of ANC Ltd. has given a task to Mr. Sarath, the R&D Manager to conduct a customer satisfaction survey for their brand of shampoo among general public in Major cities of Tamil nadu. He has done the customer satisfaction survey for the past six months. Now, Mr. Sarath has to prepare the research report of his study. Assist Mr. Sarath in preparing the report considering data and other necessary details for your own.

3 2.3 CONSUMER BEHAVIOUR

1. a)

Personal Income is an inadequate determinant of consumer behaviour. Do you agree? Describe the other economic determinants of consumer behaviour. b) Explain the marketing implication of a consumers self-concept. 2. In India, family, social class and caste play considerable role in shopping considerable role in shopping consumer behaviour. Discuss this statement and highlight the role of other sociological determents of consumer behaviour. 3. a) How would the buying motive of domestic consumers differ from that of industrial consumers? Give examples. b) Describe Maslows motivation theory and its relevance in marketing research. 4. What do you inter by the term point of purchase. Does it enumerate from any theoretical foundations.

2.4 GLOBAL MARKETING


1. Discuss the effect of telegraph, telephone, television, satellites, computer and the internet on international business operates? Explain how each of these communication innovations affects international business management. 2. U.S. exports to the European community are expected to decline in future years. What marketing actions might a company take to counteract such changes? 3. Assume that you are the director of global marketing company producing refrigerators. Select one country in Latin America and one in Europe and develop screening criteria in evaluating the two countries. Make any additional assumptions that are necessary about your company. 4. Visit the Nestle website (www.nestle.com) and the Unilever website (www.unilever.com) and compare their strategies toward global markets. In what ways (besides product categories) do they differ in their international marketing?

5 2.5 SALES AND DISTRIBUTION MANAGEMENT

1. a) Discuss the role and responsibilities of a sales manager. b) As a sales manager of southern region, explain how will you fix the territory sales target for your sales representatives? (Your company is selling coconut oil) 2. a) What are the factors you would look for while selecting salesman for selling industrial generators? Give reasons. b) Highlight the difficulties faced by the sales representatives working in pharma industries. 3. a) Elimination of middlemen leads to increase in profits Do you agree? Explain. b) Suggest suitable distribution setup for the following products. (i) Bread; Machine. 4. (ii) Body spray; (iii) Milling

a) Discuss the functions of a distributor in FMCG sector and compare them with industrial goods sector. b) What kinds of incentives are more effective for the distributors of service sector?

6 2.6 STRATEGIC MANAGEMENT

1. a) How for Strategic Management practice in India is useful to the organization? Discuss with corporate examples. b) How would you go about evaluating the SWOT of a firm? What factors are critical for success or failure of a firm? 2. a) Strategies fail because they have to assume some stability in the unstable environment Elucidate. b) To implement the chosen strategy, it is necessary that structural and administrative mechanisms are established that will be compatible with the strategic direction Discuss. 3. Strategies for international operations can not be the same and uniform Discuss with respect to global business environment. 4. Matching the system to the ever changing environment will be a Herculean task and requires constant scanning of environment Comment. ***

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