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DRIVE SPRING 2016
PROGRAM MBADS (SEM
4/SEM 6)
MBAFLEX/ MBA (SEM
4)
SUBJECT CODE &
PGDMMN (SEM 2)
NAME
MK0018– International
Marketing
1 Differentiate between GATT and WTO
GATT
WTO
Answer: GATT is a multilateral
treaty among the member countries that lays down certain agreed rules for
conducting international trade. The member countries contribute together to
four-fifth of the total world trade. It is interesting to note that
underdeveloped countries form a sizable majority in GATT.
2 Write short notes on the following:
A. International franchising
B. International contract manufacturing
Answer: a) Franchising is
basically a specialized form of licensing in which the franchiser not only
sells intangible property to the franchisee, but also insists that the
franchisee agree to abide by strict rules as how it does business. The
franchiser will also often assist the franchisee to run the business on an
3 What are the stages in which international markets are screened and
analysed?
4 Stages
Answer: Step One – Country
Identification
The World is your oyster. You can
choose any country to go into. So you conduct country identification – which
means that you undertake a general overview of potential new markets. There
might
4 What is counter-trade? Describe the various types of counter-trade.
Explanation of the concepts
Types
Answer: Counter trade constitutes
an estimated 5-30 percent of total world trade. Counter-trade greatly
proliferated in the 80s. Counter-trade is one of the oldest forms of trade in
the government mandate to pay for goods and services with something other than
cash. It is a practice that requires a seller as a condition of sale to commit
contractually to reciprocate and undertake certain
5 Discuss the role of sales promotion and personal selling in
international marketing.
Sales promotion
Personal Selling
Answer: Sales promotion is one of
the most important aspects of marketing. Selling is as important as producing.
Every manufacturer has to sell his product in the market – domestic or
international. Selling products in the international market is more difficult
than selling them in the domestic market. The producer and the exporter cannot
sell a bundle of physical attributes known as product but it is the business of
selling satisfaction to their customers. This is particularly
6 Write short notes on the following:
a. Bill of Exchange
b. Packing list
c. Air way bill
d. Certificate of origin
e. Consular invoice
Answer: a) When a draft bill is
drawn on a foreign firm, it is termed as a foreign draft or bill of exchange.
It is prepared either in an international currency or Indian rupee depending on
the terms of contract. Accordingly, the bill is known by the name of currency
in which it is drawn. For
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DRIVE SPRING 2016
PROGRAM Master of
Business Administration- MBA
SEMESTER 4
SUBJECT CODE &
NAME
MK0017 –E-Marketing
1 Explain the collaborative Click-and-Brick model.
Collaborative Click-and-Brick model
Answer: Today’s cut-throat
competition is making every company proactive in using information technology
(IT) as a means to reach the customer. Thus, e-business is gaining ground in
this dynamic business scenario. At the same time, companies are also realizing the
need to customize
2 Explain the factors that influence e-consumer’s buying behavior.
Factors that influence e-consumer’s buying behavior
Answer: There are many factors
that influence an e-consumer‘s buying behaviour. So, generally, consumer
behaviour can be predicted by studying these factors. Culture is an important
factor that influences consumer behaviour. Culture refers to a set of attitudes
and beliefs. But what is important is that how these attitudes and beliefs
developed. As a person is growing up, he is influenced by his parents and other
family members from whom he learns about morals, or a
3 Explain the advertising media commonly used by businesses to
implement their emarketing plans.
Advertising media
Answer: Businesses are always
looking to develop new sales and distribution channels to maximize
profitability and growth. The growth and expansion of the internet and of a
wide range of e-commerce activities
4 What is affiliate marketing?
Affiliate marketing
Answer: Affiliate marketing is a
performance-based marketing in which the company rewards one or more affiliates
for the number of visitors or customers which have been brought by the
affiliate’s own marketing efforts. There are four key players involved in
affiliate marketing: the
5 Briefly explain copyright & trademark.
Copyright
Trademark
Answer: Copyright: Copyright laws
protect intellectual property, and this is extremely important in e-marketing,
where it is quite easy to copy photographs, artwork, and text and pass it off
as one’s own. For example, an online florist might have spent a large amount of
money to take pictures of flowers, bouquets and other floral arrangements that
his company offers for sale. A rival
6 Write short notes on:
a) Blogs
b) Classified advertising
Answer: a) A blog is a discussion
or information site published on the Internet consisting of discrete entries
(called ‘posts’) displayed in reverse chronological order, so that the most
recent post appears first. Blogs can be created by individuals, groups or
organizations. They provide a platform to express one’s opinion, share views
and hold discussions in the online area. They are interactive,
Dear students get fully solved assignments
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DRIVE Spring 2016
PROGRAM MBADS (SEM
4/SEM 6)
MBAFLEX/ MBA (SEM
4)
SUBJECT CODE &
NAME MK0016/ML0016- Advertising Management and Sales
Promotion
1 List some of the factors that affect advertising in India.
Explanation of the concepts
Answer: Factors that affect
advertising in India
Industrial growth
Industrial growth is difficult to
measure in absolute terms because when one sector is doing well, another may
not be
2 Write short notes on:
A. Media Planners
B. Media Buyers
Answer: a) It is the job of the
media planners and executives to select the best combination of media to get
the maximum mileage out of the client’s budget. They allocate and distribute
the advertising budget sanctioned by the client amongst different media. Their
role may include analysing target
3 Describe the AIDA model of consumer response hierarchy.
Explanation of the concepts
Answer: AIDA model of consumer response hierarchy:
1. Awareness – In this initial stage, most
of the target audience is unaware of the product or brand and hence the
communicator’s objective is to build awareness, maybe just name recognition of
the product with simple messages, repeating the brand name or giving basic
information
4 What is “above the line” and “below the line” activities with respect
to marketing communications? Explain the concept in detail.
Define media
Explanation of the concepts
Answer: Marketing communication
activities can also be loosely classified as “above-the- line” (ATL) or
“below-the-line” (BTL). The promotional activities carried out through mass
media like television, radio, newspaper, etc. typically qualify as ATL, whereas
BTL refers to forms of non-
5 What are the various media that may be used for direct marketing?
What are their pros and cons?
Explanation of concepts
Pros and Cons
Answer: Media that may be used
for direct marketing
Direct mail
Direct mail is one of the most
popular forms of direct marketing. It is an advertising message that is delivered
by mail – posted, couriered or hand delivered personally. A direct mail is not
always a simple
6 Describe the Consumer Protection Act and its strengths and
weaknesses.
Explanation of the concepts
Strengths and Weakness
Answer: The enactment of the
Consumer Protection Act, 1986 and setting up of Consumer Protection Councils
passing the Right to Information Act have brought relief to the consumer. The
Website of the Consumer Protection Act hails it as a “milestone in the history
of socio-economic legislation.” The product may be a screw or a car, but
defects require redressal. The Act defines
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DRIVE SPRING 2016
PROGRAM Master of
Business Administration- MBA
SEMESTER 4
SUBJECT CODE &
NAME
MK0015 –Services
Marketing and Customer Relationship Management
1 Discuss the issues that need to be addressed by a firm before it sets
out targeting goals.
Targeting goals
Answer: Customers form the most
integral part of service production as well as marketing. The service process
is begun by identifying and then targeting the right customers. It is important
2 List & classify the 7P’s of marketing.
7P’s of marketing
Answer: Marketing mix conveys the
positioning of a service or a product. In cases of services all the 4Ps are
very flexible, i.e., many number of combinations of the 4Ps are possible to
arrive at a marketing mix. But the segmentation criteria have to be very well
defined and the positioning has to be very sharp, because a customer is
impacted instantly and very perceptibly as soon as he gets in contact with a
service provider or enters a service
3 Describe the Howard Sheth model of customer Behaviour.
Howard Sheth model
Answer: Making a service purchase
decision is seldom a solitary enterprise, that is to say, many people are
involved in the decision-making process. For this purpose, key players need to
be identified so that a specific service format can be developed. Additionally,
it is task of
4 What are the uses of IT in the Education & Banking sector?
Uses of IT in the Education sector
Uses of IT in the Banking sector
Answer: Education
Information technology has the
potential to enhance and complement traditional teaching methods by providing
additional tools to a teacher to display and explain ideas to their students
and providing students with innovative but practical learning tools to help
study. For a teacher the presentation of study material can be enhanced through
multimedia
5 Describe the nature of service marketing.
Nature of service marketing
Answer: Service marketing is
marketing based on relationship and value. It may be used to market a service
or a product that is defined under service activities discussed earlier.
Marketing a service-based business is different from marketing a goods based
business. For one, it is not easy to put a price to the service. Also, service
firms are organized in a different manner in terms of structure. Determining
costs becomes even more difficult in the non-profit
6 Write short notes on:
a) e-CRM
b) Customer Life Cycle
Answer: a) The basic idea of
e-CRM comes from e-commerce. Essentially, e-CRM differs from CRM in terms of
the technology and the syntactical nature of interface with customers.
Typically an e-CRM would provide customers with a self-service browser based
window on w
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