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Marketing Management 5th Edition Rajan Saxena - Solutions
Based on an understanding of organisational buyer behaviour, evolve a marketing strategy to market a switchgear project to the Airports Authority of India. (LO2)
Based on buying centre analysis, what marketing strategy would you suggest to an industrial values company? (LO2)
A University wishes to buy IT and telecom products that provide end to end solutions in voice and data. If you represent Cisco what value proposition would you put forward to successfully win the purchase order? Prepare a proposal to the University. (LO1)
Take the examples from any of the following industries:a. Telecom switch and IT hardware industryb. Hospital suppliesc. Capital goods company like L&T and Thermax
Renault launched sometime back SUV under the brand name 'Duster'. This was launched on one of the Star Awards night. Profile the customer for 'Duster". What factors do you think will influence Duster's purchase and what tools would you use to study buyer behaviour.
Develop a decision making matrix for purchase of paint by a middle-class urban consumer. (LO5)
Tanishq today faces competition from multiple jewellery brands like Malabar and diamond jewellery firms like Nakshatra. If you were to advise Tanishq, what would it be? What is it that Tanishq should know to retain its customers? (LO4)
Samsonite has introduced a new range of luggage. Available in multiple colours and sizes, it is targeted for urban young consumers. This range is now being introduced by Samsonite in India. If you were to advise the company on the launch, what would your advice be? Specifi- cally give the profile
Maggi noodles and other food products have recently come up under closer scrutiny of the government agencies. Maggi had to withdraw the stocks from the market and destroy it. As a competitor to Nestle (makers of Maggi) how can the firm protect itself against such actions in future. Design an
A taxi aggregator firm like OLA is just starting its services in tier 2 towns in India. It wishes to understand the consumer and desired marketing offer. Design a marketing research plan for this firm. (LO3)
Starbucks wishes to understand how the young customers in urban India transact and consume.It uses customer's transaction data in US to design its offers. Advise what can be done in India.
One of the key trends today is that organisations are becoming increasingly market driven.Outline a market research plan and marketing intelligence system for a home appliances company that wishes to become market driven. (LO2 and 6)
What are the different scales used in data collection? Discuss each of these scales and the situation in which you would like to use them. (LO5)
What issues will you consider in designing a questionnaire for assessing distribution equity of a well known national brand of toilet soap? Design a questionnaire to measure distribution equity. (LO5)
Discuss different research designs and situations in which you are most likely to use them.
Discuss the factors that have led to the increasing importance of marketing research in India.(LO1)
The Internet gaming industry was worth over 100 crores in 2005-06. There were 36 million mobile subscribers in India and by the end of 2005 it was expected to be 100 million. According to some estimates, the mobile market of India was expected to grow at a compound average rate of 40% until 2007.
The mobile payment gateway is one of the disruptive business ideas, much the same way as Credit Card and Net Banking were. In order to expand its market and provide convenience to the customers, a Taxi App firm, like Taxi for Sure or Uber is considering entering this product market. Analyse this
One of the erstwhile leaders in consumer electronics has hired your services as a marketing con- sultant to advice on possible diversification. The company has been considering several products for diversification; some of these are manufacturing and marketing dish antennas, creating a new
Samsung recently introduced a range of their home appliances in the Indian market. It launched its range of refrigerators, washing machines, microwave ovens, televisions and also cellular phone handsets. These are positioned at the urban professionals in the middle and higher income groups. Its
What strategies would you use to fight competition in the passenger car segment? (LOS)
A leading American fast food company, which specializes in sandwiches and coffee, wishes to enter the Indian market. Having engaged you as a consultant to scan the competition for them and identify existing opportunities, what products and firms would you consider as its competitors? What scanning
*Commodities like milk have no competition', commented a CEO. Do you agree? Give rea- sons. (LOI, 2 and 3)
An e-retailer had been concerned on the low repeat business from returning customers as also on the fact that the number of such customers was not comparable to its competitors both digi- tal and brick and mortar stores. The retailer was worried this may affect its gross merchandise value and hence
One of the leading telecom companies is thinking of designing a customer loyalty programme on the lines of the frequent flier programme of the best airlines in the country. Design the pro- gramme for the company. (LO4)
Shaadi.com has been wondering how it can bring back customers to its website. This is espe- cially because once the objective of the customer to find a match has been achieved, the cus- tomer has no reason to return. The advertising revenues of shaadi.com are linked to number of customers the site
Mother Dairy is a strong and dominant player in packaged milk and milk products in northern India, particularly Delhi. Recently it decided to expand its operations to other metro cities like Mumbai and Hyderabad. It faces competition in all these cities, including Delhi. This competition is largely
NGOs often are faced with resource crunch. In order to overcome this crunch, they reach out to consumers in their home, workplace or marketplace. The volunteers have a target of achieving a certain minimum volume of donations. A well-known NGO like HelpAge has asked you to develop a marketing plan
Hindustan Times is a leading newspaper in North India. It is also now available in Mumbai, which is dominated by Times of India. Some of the other newspapers in Mumbai are DNA, In- dian Express, Free Press Journal besides there are regional language newspapers like Marathi, Gujarati, Hindi, Tamil,
Customer satisfaction survey of different car brands showed that the customers were excited about the new features of one of the well-known luxury brands. It also showed that new model of the brand used smart technologies which exceeded customer expectations. However, cus- tomers were not highly
A well-known hotel brand in Goa had, among several customer feedbacks, a posting on TripAdvisor which read as follows:“The hotel is an excellent beach resort property. It has all the latest gadgetries. It provides all comforts like no one does but its customer service is poor. Room service took
Describe marketing mix for the rural markets
Describe the rural consumer
Explain growth and significance of rural markets in India
Explain services marketing mix
Predict customer expectation and zone of tolerance
Describe the characteristics of service marketing
Analyse the scope and paradigm in service marketing
Explain organising for global markets
Evaluate growth and strategies of global firms from emerging economies
Formulate global marketing decisions
Describe firm orientation for global markets
Explain the rationale and implications of globalisation
Describe the tools to measure marketing performance
Describe factors in marketing performance assessment
Explain the linkages between strategy and implementation
Define approaches to structuring
Describe issues in marketing organisation structure
Explain contemporary developments and marketing organisation
Measure CRM
Explain customer relationship process
Define strategies for loyalty development
Describe customer relationship management (CRM) as a corporate goal
Explain marketing warfare
Design innovation strategy
Formulate competitive marketing strategy
Explain experience marketing
Develop marketing strategy models
Analyse value added marketing strategy
Describe strategic orientation in marketing
Explain how firms innovate to penetrate the markets and retain their customer
Explain future of direct marketing in India
Describe direct marketing model
Describe direct marketing mix
Explain direct marketing
Explain global retailing
Identify the contemporary challenges in retail industry
Describe wheel of retailing
Explain strategic decisions in retail
Explain logistic management
Plan a market driven distribution system
Summarise channel management
Evaluate the channel alternatives
Assess the factors influencing distribution decisions
Describe the role of the intermediaries
Explain selling theories
Assess the role of the sales person
Describe the role and functions of a sales manager
Explain the challenge of managing sales force today
Outline the public relations management process
Describe the tools of public relations
Predict the significance of public relations in image building
Demonstrate sales promotion and brand image
Demonstrate the sales promotion and the brand life cycle
Explain the objectives of sales promotion
Describe the importance of sales promotion
Describe ethics in advertising
Explain new media of advertising
Demonstrate the tools for measuring advertising effectiveness
Formulate advertising decisions
Interpret institutional framework in advertising
Describe the role of advertising in brand building
Explain the integrated marketing planning communication process
Describe the elements of marketing communication mix
Develop models that explain how integrated marketing communication works
Describe linkage between marketing communication and brand image
Explain integrated marketing communications and its evolution over a period of time
Explain the ethics in pricing
Distinguish the pricing strategies, tactics, and policies used across different products and product life cycles
Analyse the pricing methods and procedures used by firms
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