Marketing Management

NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management

Internal Assignment Applicable for April 2023 Examination

Assignment Marks: 30

Instructions:

All Questions carry equal marks. All Questions are compulsory

All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far as possible.

All answers to be written individually. Discussion and group work is not advisable.

Students are free to refer to any books/reference material/website/internet for attempting their assignments, but are not allowed to copy the matter as it is from the source of reference.

Students should write the assignment in their own words. Copying of assignments from other students is not allowed.

Students should follow the following parameter for answering the assignment questions.

 

For Theoretical Answer

Assessment Parameter	Weightage
Introduction	20%
Concepts and Application related to the question	60%
Conclusion	20%

For Numerical Answer

Assessment Parameter	Weightage
Understanding and usage of the formula	20%
Procedure / Steps	60%
Correct Answer & Interpretation	20%

1. Mr. James is planning to buy a new house in a good locality. He has lived all his life on rent and this is the first time he will be buying a house. He has two kids Alan and Sia, his wife is a homemaker. Mr. James has a lot of friends in the current society but it doesn’t have a garden, safety devices, or security. James has made professional progress so the budget is not a constraint. According to you, what are the various factors that will influence James in buying a house? (You can make certain assumptions) (10 Marks)
2. Explain the buyer decision process that you think James will have to follow to purchase his dream house. (10 Marks)

1. a. Mr. James’s daughter Sia has been pressurizing his father to buy Alexa from Amazon. Alexa is capable of voice interaction, music playback, making to-do lists, setting alarms, streaming podcasts, playing audiobooks, and providing weather, traffic, sports, and other real-time information, such as news. Alexa can also control several smart devices using itself as a home automation system. Explain the adoption process that Mr. James will go through who has no idea about Alexa. (5 Marks)

1. b. Take any product category of your choice and explain various product positioning strategies used by all the competitors in the selected category. (5 Marks)

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