MBAFLEX/ MBA
SUBJECT CODE & NAME MK0010- Sales, Distribution and Supply Chain
Management
1. Define and explain the objectives of sales quota. Also describe the
types of sales quota to judge performance of the sales personnel.
Ans- Sales Quota
The sales targets in
the form of sales territory, districts or branches are assigned to sales
personnel are referred to as sales quota. Essentially, sales quotas are assigned
for individual sales personnel, for a team, a region and for the entire sales
function as a whole. It is used to design, organize and assess the selling activities
of the company. Based on sales forecast and budget, sales quotas are prepared.
The Principle of Quota Setting is referred as SMART i.e Quota should be
Specific, Measurable, Attainable, Realistic, Time specific.
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2.Explain the various steps involved in the personal selling process.
Ans-Process to
Personal Selling
The key to the development of the sales force is the
finalization of the appropriate sales processes by each organization.
Sales processes differ across products as well as approaches and strategies
followed by an organization. For example, the process usually adopted in a
consumer product business is significantly different from that found in an
industrial product or institutional selling. Even in consumer product sales,
the approach could vary widely—some organizations believe and incorporate an
inward-
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3. An organization needs to be extremely cautious in making investments
in various types of inventories. The extent of control required to be
maintained on all items is not the same.
Explain some important tools of Inventory management like ABC analysis,
Just-InTime & Economic order quantity model. Definition of Inventory and Inventory
Ans-Inventory
Management
1. ABC Analysis: ABC classification is one of the models of inventory
classification. ABC stands for ‘Always Better Control’. The value of inventory
items consumed in a year is one of the important factors of this
control method.
control method.
• Small quantities of inventory items form a very large portion of
inventory consumption throughout the year.
• Somewhat larger number of inventory items form a reasonable share of inventory consumption throughout the year.
• Huge number of inventory items form a very small share of inventory consumption throughout the year.
• Somewhat larger number of inventory items form a reasonable share of inventory consumption throughout the year.
• Huge number of inventory items form a very small share of inventory consumption throughout the year.
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4.Explain the SCOR model with a diagrammatic representation.
SCOR Model
The SCOR model is used
to understand simple or complex supply chains through a common set of terms.
Consequently, different industries can be related to each other to interpret
any supply chain.
SCOR is based on five
unique management methods. These are: Plan, Source, Make, Deliver and Return.
(i) Plan:It includes
methods required to balance collective demand and supply to devise a strategy
which meet sourcing, production and delivery requirements in an optimum manner.
(ii) Source:It includes
methods to procure goods/services to meet the actual or anticipated demand.
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5 .When one member of distribution channel tries to maximize its profits
at the expense of rest of the members, it will create conflicts, resulting in the
decline of profits. To avoid these
conflicts, now retail firms have started forming vertical Marketing systems (VMS). Explain the three
types of VMS through which goods and services are usually distributed to
customers.
Ans- Vertical
Marketing System
A Vertical Marketing System (VMS) is a system in which almost all the members of distribution
channel such as manufacturers, wholesalers and retailers work together to
satisfy human needs and wants by facilitating the smooth flow of goods and
services from manufacturer to the ultimate consumer.
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6. Define Reverse Logistics with
an example of a industry that follow strong reverse logistics. Explain the four main reverse
logistic processes.
Ans- Reverse Logistics or Supply Chain Returns
Reverse logistics is
the process by which raw materials, finished goods, containers or related
information are delivered back from the consumer to manufacturer or distributor
in an efficient and cost-effective manner. The field is rapidly growing in
importance as the gamut of product recovery has grown to a
large
extent in the previous years. The common factors that instigate product recovery
are namely, legislative, commercial and economic. Figure 16.1 depicts the
traditional supply chain where suppliers distribute their products until it reaches
to customer and below figure shows the reverse logistic process
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SUBJECT CODE & NAME - MK0011-Consumer Behaviour
1. “Selecting the right segmentation variable is critical”. Explain with
the help of an example each for three types of segmentation.
Answer:
Selecting
the right segmentation variable is critical.
For example, small car producers
might segment the
market on the
basis of income,
but they probably would
not segment it
on the basis
of political beliefs
or religion because they
do not normally
influence consumers’ automobile
needs. Segmentation
variables must also
be measurable to
segment the market accurately. For example, segmenting
the market on the basis of intelligence would
be difficult because
this characteristic
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2. Explain the concept of defense
mechanism in detail.
Defence Mechanisms
Failure to
achieve a goal often gives rise to a feeling of frustration. Probably, there is
nobody who has
not experienced frustration
that comes from
the inability to
achieve some goal.
Individuals react differently
to frustration. Some
are adaptive and
find a way
to circumvent the
barrier, while some others
choose a substitute goal if the modified efforts fail. Still others may take
it as a
personal failure and
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3. Discuss Trait theory and its relevance in consumer behaviour.
Answer:
Harold H
Kassarjian and Mary Jane Sheffet reviewed more than 300 studies on personality and concluded that the results
are “equivocal.” Few studies seem to
show a definite
relationship between consumers’
personality and behaviour, other
studies are indicative of no relationship. Majority of studies indicate that
if at all
there is any
relationship between personality
and behaviour, it is too weak to have any practical
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4. “A number of factors influence
individuals that may distort their perceptions”. Is it true? Comment.
Factors that distort individual perception
A number of factors
influence individuals that may distort their perceptions, such as
physical appearances, stereotypes,
irrelevant stimuli, first impressions, jumping to conclusions and
halo effect, etc.
• Physical
appearances – People may or may not consciously recognise that they
tend to attribute
the qualities, which
in their opinion
are associated with certain individuals, to others who may resemble
those persons. According to
Kathleen
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5. Explain the different
components of learning.
Components of Learning
Four components are fundamental to most learning situations.
• Motivation –
Motivation is the
driving force that
impels individuals to action and is based on needs and goals.
Motivations function as a spur to
learning with needs
and goals acting
as stimuli. For
example, a badminton enthusiast
will learn all
about the sport
and may seek information about prices, quality, etc.
of a badminton racquet if he/she ‘learns’ that a good racquet would help
in playing a good
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6. Write short notes on:
a) The Adoption Process
b) Post-Purchase Behaviour of a consumer
a) The Adoption Process
The adoption
of an innovation
requires that an individual or
a group of consumers decide on buying a new product.
The process of diffusion starts when
early adopters influence
their reference group
members and other acquaintances to purchase the product. Therefore, it is reasonable to view adoption
as the first step in the diffusion process.
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b) Post-Purchase Behaviour of a consumer
Post-purchase Behaviour
Many
businesses have begun focusing on customer relationship and loyalty
programmes to increase customer
satisfaction, commitment and retention. Consumers engage in a constant process
of evaluating products they buy as
they integrate the
products into their
daily consumption A
consumer generally experiences satisfaction
when the performance
level meets or exceeds
the minimum performance
expectations.
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PROGRAM MBADS
SUBJECT CODE & NAME MK0012- Retail Marketing
1. What do you mean by the term
‘Consumer’? Explain the classification of retail customers based on shopping.
Customers
make purchases in order to satisfy needs.
Some of these needs are basic and must
be fulfilled for everyone.
For example, food and shelter.Others are not required for basic
survival and vary depending on the person.Needs
that are not a necessity
can be classified
as wants or
desires. So understanding consumer
purchase behaviour involves
not only
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2..Define Integrated Marketing Communication (IMC)? Describe the tools of
IMC.
Ans- Integrated Marketing Communication (IMC)
IMC is
integrated management of
different communication media
to build positive and lasting
relationships with consumers and other stakeholders. It is a
customer-centric approach to marketing and branding that emphasises the use of various, intersecting forms of
media and technology. IMC is based
on a strategic
planning process beginning
with a complete knowledge of consumers and their various
needs. Marketing communication has evolved
from a "push" mode
of communication, traditionally
using advertising to simply sell
products. Advertising communication has to be so
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3 .Define retailing and Retailer. Describe the classification of store
based retailing based on ownership and
on the basis of variety of merchandise mix.
Ans- Definition of Retailing
“Retailing is a set of
activities that enables selling of goods and commodities to the customers or end consumer in small
quantities”.
A retailer
is a person
or an outlet
through which products
or services are sold
to customers or the end user.
Retailing
is one of the key elements of a marketing and distribution strategy; it
ensures that a
product reaches the
consumers. The word
retailing originated from the French word “retailier” which means ‘to
cut’ or break into pieces. In other words, retailing is
the process of buying goods or
products in bulk,
breaking down the
bulk and selling
them in smaller
quantities to customers
or end users.
However, it is
the type of
customer and not
the activity that distinguishes a retailer from other
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4. What is E-tailing? Describe the advantages and disadvantages of
E-tailing.
Ans-E-tailing
Electronic retailing, also known as e-tailing, deals with selling
products and services online via the Worldwide Web. Internet retailing or
‘e-tailing’, as it is usually referred to, covers retailing using a variety of
different technologies or media. It may be broadly a combination of two
elements. One is
combining new technologies with elements of traditional stores and direct mail models and the second is using new technologies to replace elements of store or direct mail retail.
combining new technologies with elements of traditional stores and direct mail models and the second is using new technologies to replace elements of store or direct mail retail.
Advantages & Disadvantages of E-Tailing
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5.Price is a highly sensitive and visible part of retail marketing mix.
Retailer’s overall Profitability depends
on Pricing. It plays an important role in strategic decision making process.
Explain various pricing strategies are adapted by the retailer according to the
Ans- Pricing in Retail
Price has always been one
of the most important variables in retail buying decision. It is the factor
which makes or mars a retail organisation. It is also the easiest and quickest
element to change. In this unit, you will learn about techniques of pricing a
product. This is particularly significant for new market entrants that need to
first establish a brand, and then enjoy increasing profits as the brand gets
market acceptability. For a customer, a favourable price is one of the major
reasons to visit a particular store.
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6.Describe any three Rural retail strategies in brief.
Ans- Rural retail :
Technology plays an important role in retailing by providing competitive
edge to the company. E-tailing is a technology which is used as competitive strategy.
Rural retailing is the fast growing aspect of retail since retailers can feel comfortable
in finding suppliers and they also act as buyers. Retailing is the final phase
of the distribution channel and it is clear by now that it is theavailability
and distribution that drive growth in the rural markets. Hence, retailing will
be significant and like in the case of the urban markets, will undergo greater
maturity even in the rural markets. Innovative retail models which take into
account the nuances of rural retail are the way forward.
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PROGRAM - MBADS
(SEM 3/SEM 5)
SUBJECT CODE & NAME - MK0013-Marketing Research
1. Describe the components of research proposal.
Components of Research Proposal
Research proposal
is a document.
Through this document,
the decision maker and researcher enter
into a contract.
This document prepared
by the researcher, explains
the activities to be undertaken,
to get the
needed information. It also
informs the decision
maker, the time
taken to complete the investigation and also the cost
to be incurred.
Contents of research proposal
Following are the
contents of research proposal:
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2. There are certain advantages and drawbacks of secondary data.
Elaborate.
Advantages of Secondary Data
Secondary data
can play a
substantial role in
the exploratory phase
of research, when the
task at hand
is to define
the research problem
and to generate hypotheses.
It is
sometimes cheaper to
collect secondary data
than to obtain
primary data. For instance
if a government
department has conducted
a survey of family
food expenditures, then
a food manufacturer
might use this
data in the organisation's
evaluations of the total potential market for a new product. Sometimes, accurate
data can be
yielded through
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3. “The questionnaire format changes depending upon the amount of
structure and disguise required during data collection”. Comment
Questionnaire format
The questionnaire
format changes depending upon the amount of structure and disguise required during data collection.
When the respondents
are not aware of the purpose of data collection and give answers in an
undesired manner, these are called disguised questions. On the
other hand, when
respondents are very
well aware about
the purpose of data collection this is known as non-disguised questions.
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4. Explain non comparative scales and its types
Non-Comparative Scale
Non-comparative scaling
is referred as
monadic scaling i.e.
only one object is
evaluated at a
time and no comparison is
made with another
object. This is the
more widely used
type of scale
in commercial marketing
research studies. Non-comparative scaling
techniques involve continuous
as well as itemised rating scales.
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5. Explain the process of data preparation in detail.
The steps included in the process of data preparation are as below:
1. Editing
After collecting the
raw data with the help of the questionnaire, the first step in data preparation
process is editing. Editing is done to detect the errors and omissions while
collecting the data. It then helps in converting data into the correct form. Editing
also specifies the quality standards to be achieved in a
proper way. The
main objective of
editing is to
generate accurate, complete and
well-arranged data which
further helps in
simplifying the coding step of
data processing.
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6. Write short notes on:
a) Copy testing
b) Sales Analysis
a) Copy testing
You will
find that the
usage of copy
testing is to
make sure that
the advertising is well recognised and that no shockers will occur after
releasing the ads. Copy testing decreases the chances of risk on brand or
company image by an ineffective advertisement.
Copy testing
is generally carried
out on a
large scale as
a quantitative research study in
which the target audience is shown the advertising.
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b) Sales Analysis
sales analysis is the
determination of the extent to
which a sales
force has met
its sales objectives
within the specified timeframe. The sales analysis
system is the focal point for the accumulation of sales data generated from
other modules.
Benefits of sales analysis
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