DMBA119 MARKETING MANAGEMENT JAN FEB 2026

Description

SESSION	JAN – FEB 2026
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	I
COURSE CODE & NAME	DMBA119 MARKETING MANAGEMENT

 

Assignment Set – 1

 

Q.1. Define Marketing. What is the scope of marketing? (3+7 = 10 Marks)

Ans 1.

Marketing is the strategic business process of creating, communicating, delivering, and exchanging offerings that have value for customers, partners, and society. It connects producers with consumers, transforming product availability into commercially successful market relationships. The scope of marketing extends far beyond advertising and selling into every aspect of value creation, customer experience, and organizational growth strategy.

Definition of Marketing

Philip Kotler defines marketing as the science and art of exploring, creating, and delivering

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Q.2. List the 7Ps of marketing. (10 Marks)

Ans 2.

The marketing mix is a framework of strategic variables that organizations manage to achieve their marketing objectives in target markets. The original 4Ps framework of Product, Price, Place, and Promotion was extended to the comprehensive 7Ps model to better address services marketing, adding People, Process, and Physical Evidence to capture the complete scope of customer experience management.

Product

Product is what the organization offers to satisfy customer needs and create value. It includes

 

Q.3. Define segmentation. List the benefits of segmentation. (3+7 = 10 Marks)

Ans 3.

Market segmentation is the strategic process of dividing a large, heterogeneous total market into smaller, distinct subgroups of consumers who share similar characteristics, needs, preferences, or behaviors. It enables organizations to tailor their products, communication messages, and distribution channels to specific groups rather than pursuing an undifferentiated approach that satisfies no segment optimally or particularly well.

Definition of Market Segmentation

Philip Kotler defines segmentation as the process of dividing the market into distinct subsets of buyers with different needs or behaviors who might require separate products or marketing

 

Assignment Set – 2

 

Q.4. List the methods of pricing. Give example for each of them. (5+5 = 10 Marks)

Ans 4.

Pricing determines revenue, profitability, and competitive positioning. Organizations choose from multiple methods based on cost structure and market conditions. The right method ensures sustainable margins while delivering genuine value to target customers.

Cost-Based Pricing

Cost-based pricing determines the selling price by adding a standard profit markup to the total production and operational cost. It is simple to implement, ensures cost recovery, and

 

Q.5. Define advertising. List the types of advertising with example. (3+7 = 10 Marks)

Ans 5.

Advertising is a paid, non-personal form of communication used by identified organizations or individuals to inform, persuade, and remind target audiences about products, services, or ideas through selected media channels. It is one of the most visible and impactful components of the marketing mix, playing a central role in building brand awareness and driving consumer purchase decisions across diverse market contexts.

Definition of Advertising

The American Marketing Association defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Its defining

 

Q.6. Write a note on ethics in marketing. (10 Marks)

Ans 6.

Ethics in marketing refers to moral principles governing decisions to ensure fairness and responsibility toward consumers and society. As marketing influence has grown, ethical dimensions of advertising, pricing, and data usage have become important for organizational reputation.

Truthfulness and Non-Deceptive Advertising

One of the most fundamental marketing ethics principles is the requirement for complete truthfulness in all consumer communications. Advertising must present products honestly