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ADVERTISING & SALES PROMOTION

ASSIGNMENT A
1. Write short notes on any three of the following.
a) What is DAGMAR and when it becomes effective? Elucidate.
b) Percentage of sales budgeting approach.
c) Integrated marketing Communication.
d) International Advertising.
e) Personal Selling and direct Marketing.
2.

What is advertising? Everyone says that technology plays a vital role in


modern day advertising.Do you agree?Explain with the help of suitable
examples.

3.

What are the tasks of an advertising manager? Discuss the advertising


mix factors with the help of examples and how advertising is integrated
with these mix factors.

4.

What is the role of product-life cycle in advertising? How is it important


for managers to consider it at the time of advertising their
products/services? Give reasons with the help of suitable examples.
Discuss the process involved in the selection of an advertising agency.
What is the relationship between an advertiser and the advertising
agency? Give your answer with the help of suitable examples.
What do you mean by media planning? Explain the role and steps
involved in the product positioning with the help of suitable examples.

5.
6.

7.

8.

For an effective communication towards advertising, segmentation


needs to be clearly defined. Do you agree? Give reasons for your answer
with the help of suitable examples.

a) Discuss in detail the different methods used in deciding the advertising budget with

the help of suitable examples.


b) Both sales promotion and price reduction help in improving the sales of
a product or service.Discuss the merits and demerits of both sales promotion and
price reduction with the help of suitable examples

Case Detail :
Read the case study given below and answer the questions given at the end

ASSIGMENT B
Case Study
Philips India Limited
Mr. David John has been appointed as a marketing and advertising manager in
Philips India Limited which deals in stereo systems besides other products. He is
the marketing and advertising manager for the stereo systems of Philips India
Limited.The company has five competitors in the market namely Sony, BPL,
Videocon AIWA and Panasonic. Philips market share in the stereo systems is
35%. David John has to increase the market share of Philips for the stereo
system to 40% in 2010.
David John considers that he should address the following questions before taking
necessary steps towards the increase of market share of Philips:
1)

2)
3)

What cultural, social and psychological factors influence the buyers most?
What sort of research should be undertaken to know the buyers attitude
and behaviour?
What factors should Philips focus on in their marketing plan?

And

What kind of marketing activities Philips should plan to coincide with each
stage of consumer buying process?
Only after addressing these questions, he considers that he can able to
recommend the Managing Director of Philips on how to increase the market
share of Philips in the stereo systems market.

Please give your answer in at least 25 words and press save and continue button.

What cultural, social and psychological factors influence the buyers most according to David
John?
What are the marketing mix factors that David John is talking about? Explain the market mix
factors and recommend your suggestions to David John to improve his recommendations.

ASSIGNMENT C
News is one of the tools used in-

Options
Advertising
Public relations
Marketing
None of the above

MARKETING MANAGEMENT
ASSIGNMENT A
Define Marketing Management. Discuss the various management
philosophies. Explain how the marketing and selling are contrasted and
briefly explain the societal marketing concept.
2 . Explain the various factors influencing a companys marketing strategy
with the help of suitable examples.
3 . What do you mean by media scheduling? Explain the procedure for
evaluating advertising programes with the help of suitable examples.
4 . Define sales promotion and discuss the different elements of promotionmix with the help of suitable examples
5 . Discuss the marketing plan for a consumer product of your choice and
briefly explain the marketing planning process.
6 . Write short notes on any three of the following a) Relative Market
Potential b) Competitive Parity Analysis c) Basic Elements of a Marketing
Strategy d) Product Life Cycle e) Market Segmentation
7 . What is marketing research? Discuss the marketing research process
with the help of an example. Briefly explain the different sources of data.
8.
What do you mean by productivity analysis? Differentiate between productivity
analysis and profitability analysis. What are the different steps in the direct and

indirect approaches to marketing budgeting?


ASSIGNMENT B
Case Detail : CASE STUDY Market SegmentationMans Fairness The male
fairness segment industry is pitched at around Rs. 250 crore and the industry is
growing at a scorching 150 percent per year. The industry evidently has woken up
to the fact that the metro-sexual and has a large appetite for beauty (the industry
expression is "male grooming") products, particularly driven by a desire to look as
fair as the fairer SEX. ABC Company recently launched 'GROOM PLUS' the first
men's fairness cream and claims that the market feedback is highly positive and
encouraging. It is now planning an extension of "GROOM PLUS" to products Iike
bleaches, shaving creams, Lotions etc. Hitherto men used fairness cream /bleach
that were available in parlour packs. Subsequent research showed that men
prefer bleach of their own with its own fragrance and specific skin type
formulations, especially branded ones.
Suggest bases for segmentation of market for Groom Plus products.
Discuss the importance of packaging in marketing of the above Product range.
Suggest a suitable Promotion-Mix for creating awareness of the above range of products.

ASSIGNMENT C
Marketing productivity audit includes Options
Products, price and distribution analysis
Profitability analysis and cost-effectiveness analysis
Advertising and sales force analysis
Both (a) and (c)

ORGANISATIONAL BEHAVIOR
ASSIGNMENT A
Some people view conflict as inherently bad whereas others believe that
some degree of conflict in organizations is desirable Which view do you
subscribe to and why?
2 . How can an understanding of transactional analysis be of value to a
modern manager?
3.
How will you determine the personality of a person? Also explain the
personality traits that have relevance from the point of view of

4.

5.
6.
7.
8.

organizational behavior.
To provide optimal incentive to the people at work to achieve desired
results the management must understand the prevailing level and
nature of motives because without such information, it would not be
possible to use suitable incentives both tangible and intangible to
effectively mobilize and direct human efforts towards the attainment of
organizational goals. Elucidate the statement.
What are the main characteristics or Organization Development? Do you
think OD might work in the organization you are familiar with? Explain
why or why not?
Stress is a dynamic condition supposed to accompany opportunities
and yet is characterized by individual exhaustions and diminished
organizational accomplishments. Do you agree? Discuss
Identify the leadership style of your superior under whom you have
worked either in academic setting or in a work setting and analyze its
impact on your work performance and satisfaction
Write notes on any three of the following.

a.

Various perspectives and approaches to management


theory.

b.

Process of Social Learning

c.

Mintzbergs Managerial Roles

d.

Sigmund Freuds theory on personality development.

e.

Barriers to effective communication

ASSIGNMENT B
CASE STUDY
Space organization and Human Behaviors

The Records Room of the Exchange Control Department of the Welfare


Cooperative Bank is a work unit manned by ten record clerks and the supervisor,
Ms. Janki. Mr. Bhisnoi is the manager in charge of the Records Room (RR), a
responsibility that is rather insignificant compared to his other duties. The RR
serves to store the files sent by the various sections as and when customers
applications are disposed off and the case is treated as closed and retrieve
them as and when needed by the sections. Centralization of the records
maintenance function and maintenance of the records at the farthest end of the
ground floor of the bank and helped to present a pleasant and neat appearance of

the customers and improve customer service, since the respective sections could
get the files from the RR without loss of their time in searching for these in their
cabinets.

Requests for stored files used to be sent generally to RR by the concerned


sections every day at 10.00 AM and 3.00 PM. In case of urgent need, the clerks
from the sections would request the files in person and these were always made
available to them without delay. Ms. Janki was in overall in charge of supervising
the staff and all paper work connected with the movement of the files. The tasks
were invariably carried out smoothly and efficiently by the RR staff.

The Records room was spacious, and enclosed by walls on three sides and a
strong steel wire mesh on the fourth side, facing the front side of the hall, with a
door. The movement of the files was through the door. A second door on the wall
on the east opened to the street and was always kept bolted from within, except
when one of the staff had to use it to go out or come in form the street side.
Access to the RR was limited, and a messenger boy always stood guard at the
front entrance door. He would permit admission only to other messenger boys and
clerks with request challans. None else could come in. This tight safeguard was
necessary so that people could not come in anytime they wanted and remove the
files themselves.

The ten record clerks worked harmoniously and helped one another
whenever there was a flood of requests for files. At such times, they would
often stay 30 minutes to an hour late in the evening or come early in the morning
to organize the returned files. They took great pride in efficiently servicing the
sections during the day without delays. On certain days the crew would have less
work and spend their time chatting, tossing clips and rubber bands at each other,
or solving crossword puzzles. People outside the RR had no direct view of what
was going in there, but many envied the group for the spirit of camaraderie that
prevailed in it.

The bank recently bought extra computers to speed up its ever expanding
operations and reduce the cumbersome and tedious manual record keeping
procedures. Since no space was initially earmarked for the incoming computers,
the premises department of the bank decided to house the computer facilities in
the RR area and move the Records Room to the third floor of the building, where
the manager, Mr. Bhisnoi had his office. The decision to move was communicated
to the RR staff, and the shifting was done during the weekend. On Monday when
the RR crew reported for work, they found that the third floor office was smaller
and rectangular in space in contrast to the big square room they had on the first
floor. The RR was exposed in view to the other sections on the floor, and the
manager, Mr. Bhisnoi, was sitting in his cabin right outside the RR. Some of the
specially designed cabinets used for temporarily storing the returned files were
retained by the computer division for their use, and thus, the RR also ran short of
cabinets. Ms. Janki tried to get the cabinets returned and stacked against the

steel mesh as before, but the director of the computer lab requested her to put
up with the inconvenience till the new file cabinets ordered for the lab were
received.

The RR clerks felt they were exposed to the whole world and were
unhappy that they could no longer talk to each other freely, solve crossword
puzzles, or operate as before without attracting the attention of those sitting
outsides. To make matters worse, Mr. Bhisnoi frequently instructed Janki to make
sure that the returned files were stored neatly and not thrown all over the
place, making the area look untidy and shabby. Her complaints regarding lack of
cabinets fell on deaf ears. The unique privileges the RR group once enjoyed were
no more theirs to enjoy. Ms. Janki, who had always got along well with her staff
who rendered efficient services to the sections, was now getting nervous and full
of anxiety about her future. Her stress was heightened when Mr. Bhisnoi called
her one day and said that he observed clerks throwing clips at each other and if
were not able to control them, she should either resign or seek a transfer.

The RR clerks who liked Ms. Janki and did not want to cause her any
trouble, thereafter pretended to be quiet and hardworking whenever thy saw Mr.
Bhisnoi come out of his cabin. They hid all the returned files in a corner where
nobody could notice them, even as thy continued to talk, throw clips, and solve
crossword puzzles when nobody was observing them.

Ms. Janki just found, to her utter dismay, that about 300 returned files were
lying in a hidden corner of the room unattended, and the requisition slips, which
were hitherto promptly serviced, now lay piling up inside the clerks desk
drawers.

Please give your answer in at least 25 words and press save and continue button.
S.
Questions
No.

Marks - 10

What are the required and emergent behaviors of the Records room group in the old and the
new setting? What were the factors influencing the emergent behaviors in both situations?
What were the consequences of the emergent behaviors in each case?
What were the norms of the group before and after the shift? How did these norms affect
group cohesion and performance?
If you were Mr. Bhisnoi, what would you do now?

ASSIGNMENT C

Which of the following are core disciplines contributing to organizational behavior?

Options
Economics, Semantics & physiology
Psychology, sociology & anthropology
Mathematics & engineering
Political science, economics & history

PRINCIPLES & PRACTICES OF MANAGEMENT


ASSIGNMENT A
How can the field of OB contribute to the effective functioning of
organizations and the well being of the individual?
2 . How are leadership theory and styles related to employee motivation?
Explain with suitable examples.
3.
Discuss in detail the contribution of Taylor to the development of
Management thought.
4.
Do you think when managers make decisions they follow the decision
making steps as has been conceptualized in the rational decision making
model? Which steps are likely to be overlooked or given inadequate
attention? What can be the possible consequences of overlooking any of
the steps?
5.
Participation is an excellent method for identifying differences and
resolving conflicts. Do you agree or disagree. Discuss with suitable
examples.
6.
Why does communication break down? How can communication be
improved?
7.
What is departmentalization? Why is it required? Discuss any one form
of departmentalization.
8.
What do you understand by authority and power? How are they different from each
other?
ASSIGNMENT B
Case Detail :

Please read the case study given below and answer questions given at the end.
CASE STUDY

Mr. R.K. Mishra owns a small trading company in Varanasi by the name of RKM
Enterprises. The company provided raw material to the manufacturers of silk
sarees. The business enterprise is also engaged in supply of silk sarees and other
silk garments produced by local weavers to the big stores in major cities. In
addition they have substantial export orders.
The company is mainly a family based enterprise. Mr. R.K. Mishra is the
Director and his son Ritesh is looking after finance department. The son is also
assisting his father in other strategical matters. Key decisions are taken by the
Director himself after occasional discussions with Ritesh.
The existing employee strength is more than 200 with 15 offices spread
across the country. During the last one decade of its existence, the business has
grown considerably. In fact, the turnover surpassed Rupees 100 million in the
year 2003-04.
However, since then the business faced stiff competition from other
traders. In last one year the orders that have been received have reduced
substaintially.
Rohit, younger son of the Director is holding a management degree from
Banaras Hindu University. He has recently left a job with an MNC located in
Mumbai and joined his fathers business to help in solving the problems.
After joining, Rohit made several changes in the organisation. A major
restructuring drive was carried out. The authority to take several major decisions
was transmitted to lower levels. Organisation structure ws also made
flatter. Instructions were given to all managers to consult their subordinates
before taking any decisions. He was determined to see that the company was
professionally managed.
Please give your answer in at least 25 words and press save and continue button.
The management of RKM Enterprises is not professional and is family based. Analyse and
comment
Analyse the changes brought in by Rohit

ASSIGNMENT C
Which of the following was NOT a need proposed by David McClellands Theory of
Needs?

Options
The need for power
The need for esteem
The need for affiliation

The need for achievement

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