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ASSIGNMENT
Course Code : MS - 66
Course Title : Marketing Research

1. a) What is Marketing Research? When and why firms undertake marketing research. Illustrate with suitable example.  

b) Explain the basis of classification of various types of research design available to the marketer.

2. a) Distinguish Data firm Information. What are the different types of data needed in conducting Marketing Research Project? Briefly discuss their merits and limitations.

b) Explain the importance of Questionnaire in a Marketing Research project. Describe in detail the format and steps involved in designing a questionnaire for a leading private sector bank to ascertain the customer perception of the services being offered by the bank.  

3. a) What are the various types of scales used in Marketing Research to measure the attitude of different respondent towards a product / service explain them briefly.

b) Distinguish between qualitative research from quantitative research and highlight the major differences with suitable examples.

4. a) What is the significance of Data Processing in an Marketing Research Project? Discuss the various components or elements which are involved in data processing task and highlight their importance in the final analysis.

b) What is cluster analysis? Discuss the possible application areas by taking any two examples of your choice.

ASSIGNMENT
Course Code : MS - 68
Course Title : Management of Marketing Communication and Advertising

Q1. (a) What are the major objectives of Marketing Communication? Discuss with two suitable examples the role and its implication in the promotion of a firms Product or Service offering.

(b) What do you understand by Creative Association? Explain the various kinds of creative associations in the following situation

i) Home Appliance targeted at working women.

ii) Automatic variant of small car targeted at young urban professional.

Q2. (a) What are the various techniques to allocate promotions budget? Which technique would you suggest to the following and why?

i) An established consumer durable company re launching an improved food processor in the market.

ii) An FMCG firm adding a new fragrance to the existing range of premium soaps for women.

(b) Explain the various steps involved in media planning. Discuss how media planning would differ in the following product categories.

i) A toothpaste brand

ii) Washing machine

iii) 150 CC motorcycle brand of your choice

Q3. (a) What do you understand by the term timing pattern in advertising. What are its benefits and limitations? Suggest and justify timing pattern with reference to.

i) Woolen garments

ii) Lemonade (Lime Juice)

iii) Launch of new smart phone

(b) What are the major reasons for the growth of internet marketing across major cities in India? Elaborate the major advantages and limitation of Internet Marketing.

Q4. (a) Being considered as a spokesperson of an enterprise bring out the role and responsibilities of a Public Relation Manager of a firm you are associated or familiar with in the promotion and positioning a firm’s image both internal and external to the enterprise.

(b) What is pre-testing and post testing in advertising. Discuss any two methods of your choice.

                                 

ASSIGNMENT
Course Code : MS - 611
Course Title : Rural Marketing

Q1. You are a marketer of fast moving consumer goods with strong roots in the urban markets. You now want to expand in rural areas. What would be the specific marketing challenges presented by rural markets? Explain with the help of examples.

Q2. Briefly explain the rural economic and technological environment. How do these environmental factors affect the marketing decisions and opportunities in case of mobile phones?

Q3. Explain the role of reference groups in the context of rural markets. What in your opinion would be the most influential reference groups for the following product categories? Give reasons for your choice. a) Tractors b) Refrigerators

Q4. What are the challenges involved in the distribution of products in the rural markets? What would you advise to the marketers of consumer durables to address these challenges?

Q5. Explain the concept of promotional pricing in the context of rural markets giving suitable examples.

Q6. What are the various media options that are available for rural markets? Discuss their relative advantages and disadvantages.

ASSIGNMENT
Course Code : MS - 612
Course Title : Retail Management

Q1. a) Distinguish a retailer from retail business in the Indian context. Explain why the neighborhood small retailers still continue to be favored by the customer.

b) Discuss the major factors which lead to unprecedented growth of retailing in the Indian scenario.

Q2. a) Distinguish traditional retail formats from modern retail formats with suitable illustrations.

b) What do you understand by the term “Atmospherics” in retail business? What are the key components of atmospherics that retailer should consider for increased foot falls. .

Q3. a) Critically evaluate the significance of Locational Decisions in retail business . What are the factors that the following retail businesses should consider before finalizing the site for their respective store.

i) chain of chemist stores

ii) leading two wheeler motorcycle dealership iii) private brand grocery retailer

b) Define Merchandizing. Discuss the major objectives of merchandising in retail business and elaborate on the role and responsibilities of a merchandizing Manager in achieving the firms merchandise objectives.

Q4. a) Discuss and distinguish transactional marketing from relationship marketing with suitable examples. Taking any retail business of your choice suggest ways to establish customer loyalty.

b) What are the major growth drivers of Non-Store retail business in India? Discuss the challenges for their sustenance