OM0017 – ADVANCED PRODUCTION AND PLANNING CONTROL

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FALL 2014

MBA OPERATIONS MANAGEMENT

SEMESTER 4

OM 0017 – ADVANCED PRODUCTION AND PLANNING CONTROL

 

 (BOOK ID B1342)

ASSIGNMENT-60 MARKS

 

 

Q1. Explain the classification of inventory items and control techniques                       

(Always Better Control (ABC) Classification, High, Medium and Low (HML) Classification. Vital,    Essential    and  Desirable    (VED)m Classification, SDE Classification. (Scarce, Difficult, Easy) Fast  moving,  Slow  moving  and  Non-moving    (FSN), Maximum – Minimum System, Two-Bin System, Economic Order Quantity (EOQ)) 10 marks  

 

Answer-1

 

Classification of Inventory Items and Control Techniques

In general, equal attention need not be given to all items in the inventory. Knowledge of inventories and a clear understanding helps in establishing an effective inventory control. The extent and nature of control for various items are laid down by the management, based on the priorities laid down by the marketing department. Items

 

 

Q2. Elucidate capacity scheduling and aggregate capacity scheduling.              

(Concept of capacity scheduling and approaches-4 marks, aggregate capacity scheduling       main   objectives   of   aggregate   capacity:scheduling, components   in   the   aggregate   capacity            scheduling. They are:strategies in aggregate capacity scheduling-6 marks) 10 marks        

Answer-2

 

Aggregate Capacity Scheduling

Aggregate capacity scheduling is nothing but the manufacture quantity and timing of production for intermediate future. It combines the production to make an average product, which is expressed in common units such as hours, dollars and so on.

Capacity scheduling is nothing but a scheduling method that matches resource needs to a fixed supply of available resources in order to develop a realistic production plan. In the future, if you are given the resp

 

 

Q3. Describe lean and agile manufacturing                                   

(Description lean and agile manufacturing-5 marks, Lean vs agile manufacturing-3 marks, Conclusion-2 marks)10 marks                   

 

Answer-3

 

Description lean and agile manufacturing

 

Lean manufacturing is an organized approach in identifying and eliminating waste through continuous development of manufacturing the product at the demand of the customer. In other words, lean manufacturing is a scheme that looks to produce a high level of output with a minimum of inventory. From the time when Henry Ford invented the assembly line, industrial trendsetters have continuously focused on enhancement through a variety of different manufacturing techniques and this is where the lean manufacturing was successful. In the

 

 

Q4. Outline scheduling guidelines and constraints.                                   

(scheduling guidelines- 5 marks,scheduling constraints-5 marks) 10 marks                   

 

Answer-4

 

Scheduling Guidelines

If a system were to be credible, realistic scheduling is a must. For a firm to be successful, the following guidelines for job scheduling and loading work centers are essential. Following are the scheduling guidelines:

 

Q5. Write short notes on:

  • Master Production schedule
  • Gantt charts
  • Elements of FMS(Flexible Manufacturing System)
  • Short term capacity planning

Answer:

Master Production Schedule (MPS)

The purpose of MPS is to meet the demand of individual products. It is a schedule, which shows how many individual products could be produced according to the customer orders and demand forecasts.

A master production schedule (MPS) is a plan for production, staffing, inventory management, and so on. This plan forecasts when and how much of each product will be demanded. This plan measures important parts,

 

 

Q6. What are the problems or criticisms of outsourcing                                      

(Quality risks, Public opinion, Language skill, Social responsibility, Quality of service, Staff turnover, Company knowledge, Qualifications of outsourcers) 10 marks  

Answer-6

 

Quality risks: The operational issues result in defective product or service. Quality risk in outsourcing can be due to many factors such as differences in understanding between the buyer and the supplier about exact quality requirement, information asymmetry, high supplier switching costs, poorn buyer-seller communication, lack of suppliers‟ capability, buyer-supplier contract enforceability and so on.

Public opinion: It is a known concern that ou

 

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OM0016 – QUALITY MANAGEMENT

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DRIVE FALL 2014
PROGRAM MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDOMN (SEM 2)
SUBJECT CODE & NAME OM0016 – QUALITY MANAGEMENT
BK ID B1341
CREDITS 4
MARKS 60

 

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ASSIGNMENT

 

 

 

Q1. Explain Benchmarking, Quality Function Deployment (QFD) and their benefits              

(Benchmarking-4 marks, Reasons and Benefits of Benchmarking, Benchmarking Process,Types of Benchmarking, Quality Function Deployment, House of Quality, QFD Process, Benefits) 10 marks

Answer-1

Reasons and Benefits of Benchmarking

There are many reasons of benchmarking. The following list summarizes the benefits. Benchmarking:

  • Provides realistic and attainable targets.
  • Prevents companies from being industry led.
  • Challenges operational satisfaction.
  • Creates an atmosphere favorable to continuous improvement.

 

 

 

Q2. Explain the five key drivers that are essential for developing quality culture.

(Explanation of five key drivers that is essential for developing quality culture drive)10 (2 marks for each

Answer.

Five key drivers that is essential for developing quality culture drive

There are essentially five key drivers for developing quality culture. They are:

 

  1. Provide quality goals and measurements at all levels

Providing quality goals and measurements at all levels is a starting point to ensure action on quality.

 

Q3. What are the different statistical distributions used to model various reliability parameters        

(The exponential distribution-2.5 marks, The Weibull distribution-2.5 marks, normal distribution-2.5 marks, lognormal distribution-2.5 marks) 10 marks

 Answer-3

 

The exponential distribution

The exponential distribution is used to model electronic reliability failures in the operating domain that tend to show a constant failure rate. To fail exponentially means that the distribution of failure times fits the exponential distribution. Figure shows the exponential distribution for varying values of λ.

 

 

Q4. For modern products, explain the concepts on what on which design reviews are based  

(compulsory  because  of  either  customer demand, conducted by a team consisting mainly specialists are formal, cover all quality-related parameters, design reviews are based on defined criteria, conducted at several phases, inputs from the design review         ) 10 marks

 

Answer-4

Design Review

Design review is a formal, documented, comprehensive and systematic examination of a design to evaluate the design requirements and the capability of the design to meet the requirements and to recognize problems

and propose solutions. Design review is not new. The term has referred to an informal evaluation of

 

Q5. What are the basic steps involved in audit reporting? Explain         

(Review and finalize audit results: Audit details-2 marks, System effectiveness-2 marks, Conclusion to be reported-2 marks, Request for corrective action-2 marks) 10 marks     

 

Answer-5

 

Audit Reporting

The purpose of a quality audit report is to communicate the results of the investigation. The report should provide correct and clear data that will be effective as a management aid in addressing important organizational issues. The audit ends when the report is issued by the lead auditor.

 

Q6. Write short notes on:

  • Quality assurance
  • Juran’s trilogy
  • Quality standards
  • Types of quality costs

 

Answer: Quality Assurance

Quality Assurance (QA) is defined as a method intended to ensure that a product or service under development (before work is completed) meets specified requirements.

ISO defines quality assurance as all the planned and systematic activities implemented within the quality system, and established as needed, to provide enough

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OM0015-MAINTENANCE MANAGEMENT

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DRIVE FALL 2014
PROGRAM MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4)PGDOMN (SEM 2)
SUBJECT CODE & NAME OM0015-MAINTENANCE MANAGEMENT
BK ID B1340
CREDITS 4
MARKS 60

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Q1. What are the stages in the lifecycle management of any machinery? (List the stages in the lifecycle management of any machinery, Explain what is done in each stage , you may use examples if needed.) 1, 9

Answer:

Asset Life Cycle Management

Every asset has its own life cycle. The managerial efficiency and effectiveness lies with the fact as to how well they utilise the asset within its life cycle. The maintenance methods are used to keep the machines working to its optimum efficiency levels within that life cycle and obtain maximum benefits. With state of art machineries being deployed for production, the demand to produce high quality products to high volumes, demands the best maintenance management system over the life cycle of the machineries. .

 

 

Q2. Write short notes on:

  • Fault tree analysis for improving maintenance effectiveness
  • Routine maintenance
  • Problems in maintenance scheduling
  • Wrench Time

 

Answer: Fault Tree Analysis

.

For improving maintenance effectiveness one of the tools used is the fault tree analysis. In electrical and control systems, failures are linked to certain physical portions of the equipment. For instance, non operation of a set of wiring combinations in an electrical system may result in certain types of failures. To know the root cause of the problem, it may be necessary to isolate the circuit so that the failed segment could be identified immediately.

A fault tree is therefore a network diagram of the circuitry that facilitates tracing the component failure to specific portion of the network, thus helping maintenance personnel to directly attend the problem.

 

Q3. Why detail analysis and use of different methods are essential requirements for taking suitable decisions on the equipment replacements? Explain briefly these methodologies used.      

                                                           

(Reasons for detail analysis and use of different Methods:Decision Tree method-2 marks, Minimum Annual Cost method-2 marks, Barnes Formula method-2 marks, MAPI Method-2 marks) 10 marks

Answer-3

 

The method of replacement and its analysis is similar to those adopted while procuring the equipments under original investment plans of the project, except for the following differences:

The original investment analysis was made from purely investment and returns basis, whereas in case of replacement the estimation will also consider the residual serviceable life the existing equipment.

 

 

Q4. Explain briefly the ABC classification and reasons behind recommending ABC and VED          classifications for managing inventory of spare parts for maintenance?            

                                                           

(Explanation of ABC classification including class-6 marks, items and their features   reasons behind

recommending ABC and VED classifications for managing inventory-4 marks) 10 marks

 

Answer-4

Classification of Inventories

Let us discuss about the inventory control methodologies that are practiced and see which common method out of these could be adopted in inventory management of spare parts. Inventory of production items, components, and aggregates are classified into groups based on their relative importance with respect to availability, the economy or the lead time for procurement. Inventory items are classified and controlled based on some criterions.

 

 

Q5. Explain briefly the universal principles used for improving productivity of the maintenance       management                                     

                                                                       

 (Scientific principle-1 mark, Measurement and control-2 mark  , Activity and responsibility-1 mark, Customer and service relationship-2 marks, Crew size-2 marks, Timelines-2 marks) 10 marks

Answer-5

 

Total Productive Maintenance (TPM) is a business process improvement method, developed from the perspective of maintenance management. TPM concentrates on productivity improvement, primarily by way of maximizing the availability of equipment.

 

Scientific principle

Best productivity results can be achieved when each worker has a definite job to do in a definite way within a definite time. Here the Frederick Taylor‟s principle of scientific management can be applied to all tasks and hence maintenance can also adopt the principles laid out by Taylor.

 

 

 

Q6. What is meant by ‘Overall Equipment Effectiveness (OEE)’? What are its constituents and   objectives served? List the OEE Losses?

 (Concept-2 marks, Components/constituents-3 marks,  objectives served by OEE, calculation of OEE-3 marks,   Listing of OEE losses-2 marks) 10 marks

Answer-6

 

Overall Equipment Effectiveness (OEE)

 

The central concept of TPM philosophy is to maximize the “Overall Equipment Effectiveness (OEE). The success of TPM program is related to recognizing OEE as an important measure for maintenance management OEE is defined as the product of the availability of the equipment and

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ML0018-Project Management in Retail

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DRIVE-Fall 2014

PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6)

MBAFLEX/ MBAN2 (SEM 4)

PGDROMN (SEM 2)

SUBJECT CODE & NAME-ML0018-Project Management in Retail

BK ID-B 1844

CREDIT & MARKS- 4 Credits, 60 marks

 

Q.1. Explain Sensitivity Analysis and the ways in which it is carried out (Explanation of sensitivity analysis, Explanation of four ways) 2, 8

 

ANS:

 

Sensitivity analysis

 

As the term clearly indicates, sensitivity analysis is a technique in which the sensitivity of profit (or net present value or internal rate of return) to the change in one particular project-variable is studied. The philosophy that ‘only a few factors may warrant management attention’, is embedded in the sensitivity analysis. The vital few have to be identified, as they finally matter for the success of the pr

 

Q.2. Explain Detailed Project Report and Critical areas of concern for a successful retail store. (Explanation of Detailed project report, Explanation of critical areas) 2, 8

 

ANS:

 

Detailed Project Report (DPR)

 

Detailed Project Report (DPR) is a project implementation guide for the project team. A detailed project is prepared in several large volumes. The contents of a detailed project report include some major information like:

 

 

Q.3. Describe the steps involved in Network Planning Techniques. 10

 

ANS:

 

Steps Involved in Network Planning Techniques

 

Some steps must be followed for the preparation of a network diagram or critical path model and their application in retail project management decisions. Withoutdistinguishing the network diagram and critical path, these steps can be listed as follows:

 

Q.4. Every team member has a different attitude towards work which leads to chances of conflict”. Explain the treatments used to overcome the conflict in projects in retail. (Reasons for conflict in a team, Explanation of Methods/Treatments) 2, 8

 

ANS:

 

Reasons for conflict in a team

 

Project teams are generally made by pooling in talents from different departments from the organization or by appointing outside experts or both. In such scenario, the team members come together for a specific task for a short period of time and may also be handling dual responsibilities. The team members are aware that they are pooled in for special purpose considering their expertise or special skills that is helpful for the completion of the project. Hence, every team member has a

 

Q.5. “New ideas are fuel to any organization process”. Explain the Judgmental process in the light of the above statement. (Meaning, Components) 1,9

 

ANS:

 

Judgemental Process

 

New ideas are fuel to any organization. Especially in retail, where the whole business is market driven, constant inflow of new ideas to improve upon the existing systems are most desired. Project ideas first pass through a brainstorming process. This is a judgmental process, where all those who participate in brainstorming would rely on their own knowledge and perception

 

Q.6. Write short notes on: a) Gantt Chart b) Fishbone Diagrams 5, 5

 

ANS:

 

  1. a)Gantt Chart

 

Gantt Charts (also known as Gantt Diagrams) are useful tools for analysing andplanning more complex projects. They:

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ML0016- Advertising Management and Sales Promotion

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DRIVE- Fall 2014

 

PROGRAM- MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2)

 

SUBJECT CODE & NAME- ML0016- Advertising Management and Sales Promotion

 

BK ID- B1809

 

CREDIT & MARKS- 4 Credits, 60 marks

 

Q.1: Discuss the DAGMAR approach in setting objectives and measuring effectiveness of advertising.

Meaning of DAGMAR approach (2 Marks)

Explanation of DAGMAR approach (8 Marks)

 

ANS:

Meaning of DAGMAR approach:

DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results. The approach involves setting specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically, DAGMAR seeks to communicate a specific message through four steps: Awareness, Comprehension, Conviction, and Action

 

 

Q.2: What is Gestalt psychology? Explain with examples how it resembles the way a person fits in the advertising message with his/her existing knowledge.

Discussion about Gestalt psychology (3 Marks)

Explanation(7 Marks)

 

ANS:

Discussion about Gestalt psychology:

The German word Gestalt means a whole, or a configuration, where the whole is more than its individual parts. A person has an inner map he has developed over a lifetime and he wants to keep it simple, familiar, functional and consistent.

 

Q.3: Advertising is a paid form of communication. It has gained its significance since it attempts to build a positive attitude towards a product. Explain the characteristics and objectives of advertising.

Definition of advertising (2 Marks)

Characteristics (4 Marks)

Objectives (4 Marks)

 

ANS:

Definition of advertising:

Advertising is rather an informal word that comprises an immense number of activities. It can be anything from jokes and cartoons on the coasters and placemats on a bar table which just has a famous alcoholic beverage manufacturer’s name and logo in one corner.

 

Q.4: What is “above the line” and “below the line” activities with respect to marketing communications? Explain the concept in detail.

Define media(2 Marks)

Explanation of the concepts(8 Marks)

 

ANS:

Define media:

The commercial world uses the word ‘media’ as a collective term to present its services to its specific target group. There are a number of mediathat make message delivery far more focused and effective. More innovative use of newspaper space, interactive media, electronic hoarding with moving messages, Internet, direct marketing, are only some of them.

 

 

Q.5: Describe the AIDA model of consumer response hierarchy with the help of diagram.

Explanation of AIDA model(8 Marks)

Diagram(2 Marks)

 

ANS:

Explanation of AIDA model:

AIDA stands for attention, interest, desire, and action. The AIDA model can be used by organizations to guide marketers to target a market effectively.The AIDA model is an approach used by advertisers to describe the different phases of consumer engagement with an advertisement.. AIDA is a historical

 

Q.6: Describe some of the strategies for effective marketing and advertising in rural market.

Discuss the nature of rural market(2 Marks)

Strategies(8 Marks)

 

ANS:

Discuss the nature of rural market:

Rural market requires deep understanding of rural emotions, aspirations, needs and greeds, which are different from the urban psyche.Rural marketing environment is different, just as the rural psychology is and this challenge needs to be addressed and treated with respect.

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ML0015-Services Marketing and Customer Relationship Management

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DRIVE- Fall 2014

 

PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4) PGDMMN (SEM 2)

SUBJECT CODE & NAME- ML0015-Services Marketing and Customer Relationship

Management

 

Q1. “Positioning a service in the marketplace is much like positioning a product”.

               Explain Service positioning and its purpose with the help of an example.

(Explanation of service positioning-2, Explanation of purposes-6, Example-2) 10 marks

 

ANS:

Service positioning: To position a service, you need to carry on customer research program. This program helps you to identify what newspapers and magazines your customers are reading. It will tell you where the customers get their information from. And it should tell you which media they are using for information about any service. Your market targeting survey and customer research will help to choose a proper media that is best for reaching your customers.

 

 

Q2.  Elaborate GAP analysis in detail.

(Explanation of GAP Model)

ANS:

GAP Model and GAP analysis: A gap analysis helps bridge that space by highlighting which requirements are being met and which are not. The tool provides a foundation for measuring the investment of time, money and human resources that’s required to achieve a particular outcome. The gaps model was first introduced in the year 1985 and it provides an excellent structure to manage service excellence and customer-driven innovation.  This model offers an incorporated view of the relationship between the customer and the company. This model is based

 

Q3. “Interaction plays a lead role in building customer relationships”.

              Explain CIM in this context.

(Explanation of CIM, Explanation of Methods) 10 marks

ANS:

 

Customer Interaction Management

Customer Interaction Management constitutes the customer relationship technologies with addition of technology-based interactive solution. The interactive channels that are currently available enable very effective customer interactive communications which leads to customer interaction management, which is an important dimension of customer relationship management. A management system is required to manage this relationship between the

 

 

Q4. What are the various types of conflicts in marketing services?

(Explanation of types) 10 marks

ANS:

Types of conflicts

There are five different conflicts given below. There are certain occasions when these modes need to be used or applicable. Let us briefly explain those situations and the behavioural aspects that need to be possessed by the marketing personnel while dealing with the customers.

 

 

Q5. Elaborate the important steps that service providers should bear in mind while implementing one to one marketing. (Explanation) 10 marks

 

ANS:

 

The mechanics of one-to-one marketing are complex. It is one thing to train the sales staff to be warm and attentive, and quite another to identify, track and interact with an individual customer and then reconfigure product or service to meet that customer’s needs. One-to-one marketing involves gearing the organization to deal with valuable customers on an individual basis. This is not unattainable, but the effort should be worth the benefits that accrue. One-to-one or relationship marketing means being able and willing to change one’s behaviour towards individual customer based on what the customer tells the company and what else the company knows about that customer.

 

 

Q6. Write short notes on:

  1. a) E-CRM
  2. b) Customer Retention

(Meaning, opportunities and benefits-5, Meaning and Strategies-5) 10 marks

 

ANS:

a)

 

 E-CRM

A review of organisational mission/vision statements suggests that e-CRM companies are generally positioning themselves as exemplars of customer satisfaction provision and relationship management. However, recent industry analysis suggests that their organisational customers generally report low to ambivalent ratings on customer satisfaction measures (our study also supports these findings). This discrepancy could be partly attributed to very little empirical inquiry having appeared to date to assess the efficacy of existing relationship marketing theories within this fast-moving industry. The current study provides an exploratory investigation that looks at the well-

 

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MK0018– International Marketing

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DRIVE – fall 2014

PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4) PGDMMN (SEM 2)

SUBJECT CODE & NAME- MK0018– International Marketing

 

Q.NO.1 Discuss the different management orientations of a company. How does it affect international marketing?

(Management orientations-6, Effect on international marketing-4) 10 marks

 

ANS:  

Management orientations

The form and substance of a company’s response to global business opportunities depend greatly on management’s assumptions or beliefs –both conscious and unconscious – about the nature of the world. The worldview of a company’s personnel can be described as ethnocentric, polycentric, regiocentric, and

 

 

Q.NO.2. Discuss how culture plays an important role in international marketing. Give some examples of advertisements which failed due to lack of cultural understanding. (Importance of culture in international marketing, Examples) 6, 4

ANS:

 

Importance of culture in international marketing

Culture is the way that we do things around here. Culture could relate to a country (national culture), a distinct section of the community (sub-culture), or an organization (corporate culture). It is widely accepted that you are not born with a culture, and that it is learned. So, culture includes all that we have learned in relation to values and norms, customs and traditions, beliefs and religions, rituals and artefacts (i.e. tangible

 

 

Q3.  Explain different types of cost based pricing. (Types of cost based pricing, Explanation) 2, 8

Answer:

Cost oriented export pricing method

The cost oriented export pricing methods are based on costs incurred in the production of goods. Total cost includes fixed costs and variable costs.

Thus, export pricing may be based on full cost (fixed and variable) or only the variable cost. A reasonable profit will be added to the base cost to arrive at the export pricing. Thus, cost oriented export pricing method may be (i) full cost method and (ii) variable cost or marginal cost method.

 

 

Q4. Tobacco companies are targeting China as Chinese are heavy smokers. Which segmentation is this and what are the other international market segmentations? (Tobacco companies in china segmentation, other segmentation)

Answer:

Tobacco companies segmentation is  Behavioural segmentation

 

Behavioural segmentation focuses on whether people buy and use a product, as well as how often and how much they use it. Consumers can be categorized in terms of usage rates – for example, heavy, medium, light, and nonuser. Consumers can also be segmented according to user status: potential users, nonusers, ex-users, regulars, first-timers, and users of competitors‟ products. Although bottled water may be considered a

 

 

Q.NO.5 Write short notes on:

  1. a) e Marketing
  2. b) Spot and forward rates

(a. meaning and benefits of e Marketing

  1. b) meaning and role of spot and forward rates) 5, 5

ANS:

  1. a) e Marketing

E marketing refers to the use of the Internet and digital media capabilities to help sell your products or services. These digital technologies are a valuable addition to traditional marketing approaches regardless of the size and type of your business. E-marketing is also referred to as Internet marketing (i-marketing), on

 

Q6. Discuss the role and activities of World Bank. (Role and activities of world bank) 2, 8

Answer:

Role: Thus far, the World Bank has had limited, but important involvement in aging issues with its client countries. This limited involvement reflects the fact that most of the Bank’s poorer clients have a relatively young population, so that the current lending program is focused mainly on the needs of the younger age groups, such as poor mothers and children. At the same time,

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MK0017- E-MARKETING

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                                                            DRIVE-Fall 2014

PROGRAMMBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4) PGDMMN (SEM 2)

SUBJECT CODE & NAME MK0017- E-MARKETING

BK ID-B 1810

CREDIT & MARKS-4 Credits, 60 marks

Q1. What is e-mall? Explain the various types of online stores in an e-mall. (Definition of e-mall, Various types of online stores) 2, 8

Answer:

 

 e-Malls

e-Malls are Web sites that feature links to numerous online shopping sites. Some of these portals offer e-wallet technology, so you only need to enter a credit card number and shipping information once, even if you shop numerous online stores. e-Malls offer links for as many as 500 to 12,000 online stores.

 

Q2. An electronic marketplace (e-marketplace) refers to a website created for common interest. It integrates the online and physical component of a company. Discuss the five kinds of partners in an e-marketplace.

(Explanation of e-marketplace, Five kinds of partners in an e-marketplace)3, 7

Answer.

Explanation of e-marketplace

An e-marketplace is a location on the Internet where companies can obtain or disseminate information, engage in transactions, or work together in some way. Most of the e-marketplaces provide two basis functions: 1) they allow companies to obtain new suppliers or buyers for company products,) developing streamlined trading networks that make negotiating, settlement, and delivery more efficient. Currently e-marketplaces exist in many different industries.

 

Q3. Discuss the major legal and ethical issues in e-marketing.

  1. Legal issues
  2. Ethical issues

(Legal issues, Ethical issues)6,4

Answer.

In genealogy and lawissue usually means a person’s lineal descendants, natural born children, their children, and so on. These are distinguished from heirs, which can include other kin such as a brother, sister, mother, father, grandfather, uncle, aunt, nephew, niece, or cousin. This definition may be significant with respect to wills and trustsNo issuemeans to have no natural descendants.

 

Q4. Explain the factors that influence e-consumer’s buying behaviour. (Definition of e-marketing, Factors influencing) 2, 8

Answer:

 

Meaning and History of e-Marketing

e-Marketing1 can be defined as ‘Achieving marketing objectives through use of electronic communications technology’. It can be described as an act of trying to achieve marketing objectives through electronic or digital means. It can also be called as Electronic Marketing. Internet is used for most e-Marketing2 campaigns, such as e-

 

Q5. Functions of E-marketing are represented by 2P+2C+3S formula (Personalisation, privacy, customer service, community, site, security, and sales promotion). These functions form the framework of an e-marketing strategy. Discuss this formula with a diagrammatic representation.

(Explanation of 2P+2C+3S formula in detail, Diagram)8,2

Answer.

Explanation of 2P+2C+3S formula

The marketing mix is built around the theory of “transaction.” These are explained by the exchange of paradigm. The series of particular functions brings uniqueness to e-marketing. These can be synthesised in the 2P + 2C+ 3S formula: personalisation, privacy, customer service, community, site, security, sales promotion.

T

 

Q6. Discuss the selling methods and sales promotion of E-marketing

(Explanation of Selling method, Explanation of sales promotion of e-marketing)5,5

Answer.

Selling method

Successful Internet marketing campaigns borrow heavily from traditional direct response techniques. These principles have been extensively tested, re-tested, and proven to be effective over time.

Use proven sales techniques

Ask for the order – as many times as you can with large BUY NOW or Add To Cart buttons positioned near each

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MK0016- Advertising Management and Sales Promotion

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DRIVE- Fall 2014

 

PROGRAM- MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2)

 

SUBJECT CODE & NAME- MK0016- Advertising Management and Sales Promotion

 

BK ID- B1809

 

CREDIT & MARKS- 4 Credits, 60 marks

 

Q.1: Discuss the DAGMAR approach in setting objectives and measuring effectiveness of advertising.

Meaning of DAGMAR approach (2 Marks)

Explanation of DAGMAR approach (8 Marks)

 

ANS:

Meaning of DAGMAR approach:

DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results. The approach involves setting specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically, DAGMAR seeks to communicate a specific message through four steps: Awareness,

 

 

Q.2: What is Gestalt psychology? Explain with examples how it resembles the way a person fits in the advertising message with his/her existing knowledge.

Discussion about Gestalt psychology (3 Marks)

Explanation(7 Marks)

 

ANS:

Discussion about Gestalt psychology:

The German word Gestalt means a whole, or a configuration, where the whole is more than its individual parts. A person has an inner map he has developed over a lifetime and he wants to keep it simple, familiar, functional and consistent.

 

Q.3: Advertising is a paid form of communication. It has gained its significance since it attempts to build a positive attitude towards a product. Explain the characteristics and objectives of advertising.

Definition of advertising (2 Marks)

Characteristics (4 Marks)

Objectives (4 Marks)

 

ANS:

Definition of advertising:

Advertising is rather an informal word that comprises an immense number of activities. It can be anything from jokes and cartoons on the coasters and placemats on a bar table which just has a famous alcoholic beverage manufacturer’s name and logo in one corner.

 

Q.4: What is “above the line” and “below the line” activities with respect to marketing communications? Explain the concept in detail.

Define media(2 Marks)

Explanation of the concepts(8 Marks)

 

ANS:

Define media:

The commercial world uses the word ‘media’ as a collective term to present its services to its specific target group. There are a number of mediathat make message delivery far more focused and effective. More innovative use of newspaper space, interactive media, electronic hoarding with moving messages, Internet, direct marketing, are only some of them.

 

Q.5: Describe the AIDA model of consumer response hierarchy with the help of diagram.

Explanation of AIDA model(8 Marks)

Diagram(2 Marks)

 

ANS:

Explanation of AIDA model:

AIDA stands for attention, interest, desire, and action. The AIDA model can be used by organizations to guide marketers to target a market effectively.The AIDA model is an approach used by advertisers to describe the different phases of consumer engagement with an advertisement.. AIDA is a historical

 

Q.6: Describe some of the strategies for effective marketing and advertising in rural market.

Discuss the nature of rural market(2 Marks)

Strategies(8 Marks)

 

ANS:

Discuss the nature of rural market:

Rural market requires deep understanding of rural emotions, aspirations, needs and greeds, which are different from the urban psyche.Rural marketing environment is different, just as the rural psychology is and this challenge needs to be addressed and treated with respect.

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MK0015-Services Marketing and Customer Relationship Management

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DRIVE- Fall 2014

 

PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4) PGDMMN (SEM 2)

SUBJECT CODE & NAME- MK0015-Services Marketing and Customer Relationship

Management

 

Q1. “Positioning a service in the marketplace is much like positioning a product”.

               Explain Service positioning and its purpose with the help of an example.

(Explanation of service positioning-2, Explanation of purposes-6, Example-2) 10 marks

 

ANS:

Service positioning: To position a service, you need to carry on customer research program. This program helps you to identify what newspapers and magazines your customers are reading. It will tell you where the customers get their information from. And it should tell you which media they are using for information about any service. Your market targeting survey and customer research will help to choose a proper media that is best for reaching your customers. We have discussed how we can target and reach customers. Now, we will move on to positioning of services. Positioning is the process of designing a company’s service offers and images so that, it acquires an individual and valued position in the minds of the customers. The objective of positioning a service is to ensure that it occupies a

 

 

Q2.  Elaborate GAP analysis in detail.

(Explanation of GAP Model)

ANS:

GAP Model and GAP analysis: A gap analysis helps bridge that space by highlighting which requirements are being met and which are not. The tool provides a foundation for measuring the investment of time, money and human resources that’s required to achieve a particular outcome. The gaps model was first introduced in the year 1985 and it provides an excellent structure to manage service excellence and customer-driven innovation.  This

 

Q3. “Interaction plays a lead role in building customer relationships”.

              Explain CIM in this context.

(Explanation of CIM, Explanation of Methods) 10 marks

ANS:

 

Customer Interaction Management

Customer Interaction Management constitutes the customer relationship technologies with addition of technology-based interactive solution. The interactive channels that are currently available enable very effective customer interactive communications which leads to customer interaction management, which is an important dimension of customer relationship management. A management system is required to manage this relationship between the company and customer. This management system is called Customer Relationship Management (CRM). CRM provides information regarding the customers to the organisation. CRM can benefit both the company and the

 

 

Q4. What are the various types of conflicts in marketing services?

(Explanation of types) 10 marks

ANS:

Types of conflicts

There are five different conflicts given below. There are certain occasions when these modes need to be used or applicable. Let us briefly explain those situations and the behavioural aspects that need to be possessed by the marketing personnel while dealing with the customers.

 

 

Q5. Elaborate the important steps that service providers should bear in mind while implementing one to one marketing. (Explanation) 10 marks

 

ANS:

 

The mechanics of one-to-one marketing are complex. It is one thing to train the sales staff to be warm and attentive, and quite another to identify, track and interact with an individual customer and then reconfigure product or service to meet that customer’s needs. One-to-one marketing involves gearing the organization to deal with valuable customers on an individual basis. This is not unattainable, but the effort should be worth the benefits that accrue. One-to-one or relationship marketing means being able and willing to change one’s behaviour towards individual customer based on what the customer tells the company and what else the company knows about that customer.

There a

 

Q6. Write short notes on:

  1. a) E-CRM
  2. b) Customer Retention

(Meaning, opportunities and benefits-5, Meaning and Strategies-5) 10 marks

 

ANS:

a)

 

 E-CRM

A review of organisational mission/vision statements suggests that e-CRM companies are generally positioning themselves as exemplars of customer satisfaction provision and relationship management. However, recent industry analysis suggests that their organisational customers generally report low to ambivalent ratings on customer satisfaction measures (our study also supports these findings). This discrepancy could be partly attributed to very little empirical inquiry having appeared to date to assess the efficacy of existing relationship marketing theories within this fast-moving industry. The current study provides an exploratory investigation that looks at the well-

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