BBA204 MARKETING MANAGEMENT

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SEMESTER 2

BBA204 MARKETING MANAGEMENT

Question 1- Define Green Marketing. What are the reasons for which companies adopt Green marketing ?

Answer1- According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used areEnv

Question 2- Explain the difference between Public relations and Publicity.  Also discuss the public  relation Techniques in brief.

Answer - The goal of public relations is to mould opinion. The saying "perception is reality" speaks to the need for public relations. Public relations work to protect an organization's or individual's reputation. Effective PR strengthens credibility, enhances image, develops goodwill and influences behaviour. Speeches, special events, newsletters, annual reports and news releases are examples of PR tactics.

The terms public relations and publicity are often misused. They are not interchangeable. Publicity is one aspect of public relations. Often referred to as free media, the goal of publicity is to get attention in online and traditional media. News coverage, feature articles, talk show interviews, blog postings and letters-to-the-editor are examples of publicity tactics.

Question 3-Define Marketing Planning. Explain about  the two different Competitive

marketing strategies.

Answer - Planning is a systematic process of mapping the future course of action. It is important in deciding what is the action to be performed, how, when and where should the action be performed as well as who should perform the action. Planning aids in providing direction to the end-result or goal. Planning can be undertaken at the corporate level, strategic business unit level or at the functional level. Strategic planning aids in setting the Marketing Management agenda for the organization as a whole, while the market plan is undertaken by the concerned business unit.

Question 4- Define Service Marketing. Explain the strategies for Services Marketing.

Answer -Service marketing refers to the concept of creation and delivery of value for the satisfaction of the customer, which provides a profit to the seller or service provider.

The marketing of services relates to the marketing of an experience, as there may or may not be tangible products which are marketed to the customer. As services marketing relates to the customer’s experience, it is important to provide the right surroundings and support for the customer experience. A good customer provides word of mouth publicity and helps in garnering new customers. So, it is important for service providers to build a good rapport with their existing custome

Question 5- Explain the various stages of Consumer Buying process.

Answer - Research in the field of consumer behavior has established that the consumer under goes eight stages before arriving at a buying decision. Let us now understand the various stages in the decision making process –

1) Problem or need recognition – The buying process starts at the stage of need recognition by the consumer. When the consumer perceives that there is a need to buy a product, he starts obtaining information on the product, so as to arrive at a conclusion about buying the product.

Question 6- Describe the three additional components of Marketing mix in brief ?

Answer - marketing mix is a combination of various elements which contribute to the company’s marketing planning and strategy. It becomes necessary for marketing managers to adopt the right marketing mix for designing the marketing process of the organization. In the previous unit, we learnt about marketing environment and how it influences marketing decisions. In this

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