MMPC 06 Merged PDF

MMPC-006
MBA and MBA (Banking & Finance)
MMPC-006: Marketing Management
ASSIGNMENT
For
July 2021 and January 2022 Sessions
(Last date of submission for July 2021 Session is 30th November 2021 and for
January 2022 Session is 30th April 2022).
School of Management Studies

INDIRA GANDHI NATIONAL OPEN UNIVERSITY
MAIDAN GARHI, NEW DELHI – 110 068
ASSIGNMENT
Course Code : MMPC-006

Course Title : Marketing Management
Assignement Code : MMPC-006/TMA/ 2021-22
Coverage : All Blocks
Note: Attempt all questions and submit this assignment to the coordinator of your study centre.
Last date of submission for July 2021 Session is 30th November 2021 and for January
2022 Session is 30th April 2022.
1. (a) Discuss your understanding of the term marketing with a suitable example.
What is the concept of holistic marketing? Explain each of the components and
their importance in the exchange process.
(b) Why and how Segmentation, Targeting and Positioning (STP) concept is used in
Marketing? Discuss will an illustration.
2. (a) What is a Product? Discuss the various classifications of products with suitable
examples.
Elaborate the importance of Branding and Packaging decisions with respect
to an FMCG product proposed to be launched in the Indian market.
(b) Discuss the concept of Product Life Cycle (PLC). Explain the various stage of
PLC with a consumer durable example of your choice.
3. (a) Distinguish Marketing Communication with Integrated Marketing

Communication. How do they differ in terms of their approach in promotional
decisions? Explain with an example of any service offering of your choice.
What are the major objectives of Sales Promotion? Explain the Planning process
involved in sales promotion programme.
(b) Discuss the role of Distribution function. How does distribution add value to the
marketing effort? Explain with an example.
4 (a) What are the characteristics of services that make them unique from products?
Explain each of these characteristic with an example.
What constitute Digital marketing? Pickup any company of your choice and list
down the digital marketing tools used by the firm.
(b) Explain how Digital Marketing can be used in market penetration and in
developing new markets. Discuss with a hypothetical example.

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MMPC-006:
Marketing Management
ASSIGNMENT For July 2021 and January 2022 Sessions
Q1- A - Discuss your understanding of the term marketing with a suitable example. What is the
concept of holistic marketing? Explain each of the components and their importance in the
exchange process.
Ans- Marketing - Marketing refers to activities a company undertakes to promote the buying or
selling of a product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates on behalf of a company.
Professionals who work in a corporation's marketing and promotion departments seek to get the
attention of key potential audiences through advertising. Promotions are targeted to certain
audiences and may involve celebrity endorsements, catchy phrases or slogans, memorable
packaging or graphic designs and overall media exposure.
THE TERM MARKETING MEAN
Marketing refers to the process of ascertaining consumer needs, converting them into products and
services, and then moving the product or service to the final consumer segment with emphasis on
profitability and customer satisfaction, and ensuring the optimum use of the resources available to
the organization.
Marketing is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, and services to create exchanges that satisfy individuals and
organizational objectives.
According to Philip Kotler, marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating and exchanging products and value with
others. The author has considered marketing as a social process where interaction of people is an
essential component of it. Through this interaction the persuasion for selling the products or
services begins. Thus marketing is purely purchase decision of the customer but through continuous
marketing initiatives at different stages. Marketing starts before the production of the goods and
continues even after the selling of the products. Thus it is assumed marketing is a continuous
process. While the activities pertaining to identification of the needs, wants and demands of the
customer, then designing of a suitable product to meet the needs, giving name to the product and
converting it to a brand by communicating it to the customers.
The Holistic Marketing Concept: A business may choose to use a holistic marketing approach when
they are under the strong belief that all aspects of its marketing strategy are interrelated.
Development of marketing programs such as the marketing mix, the design of marketing campaigns,
and the implementation of marketing processes are not isolated business functions under a holistic
marketing concept. Instead, the business makes marketing decisions and implements campaigns
based on reaching a common organizational objective. The process of holistic marketing takes into
account the considerations of stakeholders, customers, employees, suppliers, and the community as
a whole when creating and implementing marketing strategies. Holistic marketing has gained in
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popularity due to the high saturation rate and increased competition in the marketplace. Businesses
realize that they can set themselves apart through a holistic marketing approach, while at the same
time creating synergy among departments in the organization.
The new marketing realities confronting the marketers at the turn of two decades of the 21st
century are diverse and challenging. The pace of technological changes, the impact of the global
economy, evergrowing economic inequalities, climate change, environmental deterioration, public
unrest, and crony capitalism became new realities of the world. The outbreak of COVID-19 at the
beginning of 2020 compelled the organisations to look at the marketplace from a different
perspective in an effort to reorient their strategic thinking.
Against this backdrop the holistic marketing concept developed by Philip Kotler et al. assumed
significance. The holistic marketing concept is based on the development, design, and
implementation of marketing programmes, processes, and activities that acknowledge a broad and
integrated
Components and their importance in the exchange process.
Q1- B - Why and how Segmentation, Targeting and Positioning (STP) concept is used in Marketing?
Discuss will an illustration.
Ans- Segmentation, Targeting and Positioning (STP) concept is used in Marketing
Segmentation- Market segmentation is a marketing term that refers to aggregating prospective

buyers into groups or segments with common needs and who respond similarly to a marketing
action. Market segmentation enables companies to target different categories of consumers who
perceive the full value of certain products and services differently from one another.
Targeting and Positioning (STP)-STP Marketing stands for segmentation, targeting and positioning.
STP Marketing makes the process of marketing easy. It is very easy to understand and apply in
business.
The main goal of STP Marketing is to attract the customer and not only to attract the customer but
also getting the right customer who will be interested in our product.
First, we will divide the group into segments and then we will target that segment who will be
interested in our product and then we prepare our product according to the needs of the targeted
segment
How Segmentation, Targeting and Positioning (STP) concept is used in Marketing
TARGETING A target market is defined as a set of buyers sharing common needs or

characteristics that the company decides to serve.
MARKET POSITIONING-
STP stands for Segmentation , Targeting and positioning. STP plays an important for role to get to
your right customer. All three (segmentation, targeting and positioning) are tools to align your
products with the right customers.
Segmentation : Classifying your customers on some basis like demographically, behaviour ,

geographically etc
Targeting : Marketing to a particular segment of the market/group of customers
Positioning : Basically it means building a brand image in the mind of the customer
Q2- A - What is a Product? Discuss the various classifications of products with suitable examples.
Elaborate the importance of Branding and Packaging decisions with respect to an FMCG product
proposed to be launched in the Indian market.
Ans - What is a Product- A product is any item or service you sell to serve a customer’s need or
want. This definition might seem simple, but as you will learn in this guide, there is a lot more to a
product than its at-first-glance attributes and what the customer thinks they are paying for.A
product can be physical or virtual. Physical products include durable goods (such as cars, furniture,
and computers) and nondurable goods (such as food and beverages). Virtual products are offerings
of services or experiences (such as education and software). A product may be a hybrid and include
both physical and virtual elements. Hybrid products are becoming more common, as traditionally
analog products are incorporating digital technology as a way to better reach and serve customers.
PRODUCT CLASSIFICATION
Products can be classified on the basis of such characteristics as durability, tangibility and usage
(consumer or industrial). Accordingly, the products may be classified on the basis of usage into two
types:
A. Consumer Products
B. Industrial Products
Consumer Products
Consumer goods are those that are used ultimately by consumers or households and in such forms
that they can be used without any further commercial processing. These can be classified into three
groups on the basis of durability and tangibility:
i. Consumer Non-durable goods

ii. Consumer Durable goods
iii. Services
Branding and Packaging decisions with respect to an FMCG product
BRANDING DECISIONS-
Packaging decisions
In modern days, Product Packaging has become an important part of product management. With
increasing, competition corporates are thinking of innovative packaging. Different products like
food, cosmetics, toiletries, personal care are coming with more innovative packaging. Because
packaging become one of the effective marketing tools to sell the product Nowadays packaging is
acting as a value addition to product & greater benefit to customers through packaging. Following
are the main decision in packaging
FMGC product Some of the major strategies adopted by FMCG companies for making their brands
outstanding compared to competitions are as follows: (i) Multi-brand Strategy (ii) Product Flanking
(iii) Brand Extensions (iv) Building Product Lines (v) New Product Development (vi) Product Life Cycle
Strategy (vii) Taking advantages of wide distribution network. The success of an FMCG depends
greatly on its marketing strategy. An FMCG marketer pursues a wide combination of strategies.For
instance, when prices are competitive, the company would use an extensive distribution network,
design suitable advertising and sales promotion schemes from time to time.
Multi-brand Strategy:
A company often nurtures a number of brands in the same category. There are various motives for
doing this. The main rationale behind this strategy is to capture as much of the market share as
possible by trying to cover as many segments as possible, as it is not possible for one brand to cater
to the entire market.
Product Flanking:
Product flanking refers to the introduction of different combinations of products at different prices,
to cover as many market segments as possible. It is basically offering the same product in different
sizes and price combinations to tap diverse market opportunities. Shampoos in small sachets, Pan
masala in small pouches and premium detergents (Tide, Aeriel etc.) in small pouches are examples of
this strategy.
Building Product Lines:
Hindustan Lever has added product lines one after another starting from Lifebuoy, Lux, Liril, Dove
etc. Similarly, Britannia Industries have related biscuits as differed product lines. Companies add
related new product lines to give consumers at the products they would like to buy.
New Product Development:
Proctor and Gamble is shown as the number one company in the world reputed for new products
development. Companies that fail to develop new products would expose themselves to great risk
and might face stagnation in future.
Product Life Cycle Strategy:
An FMCG has short life cycle whereas an industrial product has long PLC. According to PLC,
companies plan to develop new products after abandoning the old product which has experienced
the decline stage of PLC curve
Taking advantages of wide distribution network:
A very simple way of increasing an FMCG company’s market share is by developing a strong
distributions network, preferably in terms of more locations. An extensive distribution system can be
developed over time, or the company may acquire another company which has an extensive
distribution network. Coca-Cola and PepsiCo’s wide distribution network systems have made them
market leaders.
Q2- B- Discuss the concept of Product Life Cycle (PLC). Explain the various stage of PLC with a
consumer durable example of your choice.
Ans- THE PRODUCT LIFE CYCLE CONCEPT-
The term product life cycle refers to the length of time a product is introduced to consumers into the market
until it's removed from the shelves. The life cycle of a product is broken into four stages—introduction,
growth, maturity, and decline. A company which introduces a new product naturally hopes that the product
will contribute to the profits and provide consumer satisfaction for a long period of time. This however, does
not always happen in practice. So, progressive organizations try to remain aware of what is happening
throughout the life of the product in terms of the sales and the resultant profits.
The Introduction Stage- Figure I give three optimistic alternatives as to the likely sales trend. If the
product is well – designed, the sales would not increase slowly but would shoot up after some time
as in (b). Rarely would there be a case where they would shoot up as in (c). Poorly designed product
may experience a slow take off as shown in (a). Thus (b) represents a suitable sales trend for a new
product. This stage is called the ‘introduction’ or ‘innovation’ stage in the life cycle of a product.
The Growth Stage- In case the product launched is successful, the sales must start picking up or rise
more rapidly. The next stage is then reached which is known as the ‘growth stage’. Here the sales
would climb up fast and profit picture will also improve considerably. This is because the cost of
distribution and promotion is now spread over a larger volume of sales. As the volume of production
is increased, the manufacturing cost per unit tends to decline. Thus, from the point of view of
product strategy, this is a very critical stage.
The Maturity Stage- It is too optimistic to think that sales will keep shooting up. At this stage, it is
more likely that the competitors become more active. In case your product is a novel one, by now
competition would have come out with a similar product in the market to compete with yours.
Therefore, the sales are likely to be pushed downwards by the competitors while your promotional
efforts would have to be increased to try and sustain the sales. Thus the sales reach a plateau. This is
called the ‘maturity stage’ or ‘saturation’. At this point it is difficult to push sales up. With regard to
the ‘profit’ picture, the profits are likely to stabilize or start declining as more promotional effort has
to be made now in order to meet competition. Unless of course, you have the largest market share
with your product and it needs no extra push in the market.
The Decline or Obsolescence Stage- Thereafter the sales are likely to decline and the product could
reach the `obsolescence' stage. Steps should be taken to prevent this obsolescence and avoid the
decline. This decline that generally follows could be due to several reasons such as consumer tastes
and preferences, improvement in technology and introduction of better substitutes. This is the stage
where the profits drop rapidly and ultimately the last stage emerges. Retaining such a profit after
this stage may be risky, and certainly not profitable to the organisation.
MARKETING MIX AT DIFFERENT STAGES OF PRODUCT LIFE CYCLE
e 4Ps of marketing strategy in relation to these different stages. Before we do that, we would like
you to apply your mind and give suggestions about what should be emphasised in connection with
the 4 Ps at different stages.
Q3- A - Distinguish Marketing Communication with Integrated Marketing Communication. How do

they differ in terms of their approach in promotional decisions? Explain with an example of any
service offering of your choice.
Ans - Marketing Communication
The Marketing Communication refers to the means adopted by the companies to convey messages
about the products and the brands they sell, either directly or indirectly to the customers with the
intention to persuade them to purchase. In other words, the different medium that company adopts
to exchange the information about their goods and services to the customers is termed as Marketing
Communication. The marketer uses the tools of marketing communication to create the brand
awareness among the potential customers, which means some image of the brand gets created in
their minds that help them to make the purchase decision.
shopping mall for shopping or entertainment, the hoardings on the street, wall paintings, banners,
posters while traveling by road; we come across these elements of promotional mix viz. Advertising,
Publicity, Public Relations (PR), and Sales Promotion messages etc.
INTEGRATED MARKETING COMMUNICATION
Marketing vs integrated marketing communication (IMC)

Marketing and IMC are two terms that are used frequently when developing the marketing strategy
of a company. Marketing is a process carried out by companies to sell products and services and to
make sure that the customers are satisfied with the products and services. IMC is the acronym for
“Integrated Marketing Communications”, which is an integration of all the marketing tools, methods
and approaches used by companies to ensure that a coherent message is presented to the
customers that has the greatest influence on the minds of the customers.
Meaning- Marketing refers to the various activities that are carried out to identify a target market
and promote products and services in that market. Integrated marketing communications refers to
the integration of the various promotional messages and activities undertaken by a company so as
to ensure that a consistent message is delivered to the customers.
Scope- Marketing is an entire field and the marketing mix consists of four key elements, which are
known as the 4Ps of marketing, i.e. product, price, place and promotion. On the other hand,
integrated marketing communications pertains to just the promotional mix. Hence, it can be said
that integrated marketing communications is one of the elements of marketing.
Objective- The aim of marketing is to create awareness of a brand and generate sales. IMC, on the
other hand, aims to integrate the various promotional tools and approaches used by a company to
ensure that consistent messages are delivered that creates a more powerful impact on the minds of
the consumers.
TOWARDS PROMOTIONAL STRATEGY- Promotion has its own unique place in the marketing
communications mix of a firm. The question facing marketers, therefore, is not which promotion
method to use to meet today's complex marketing tasks. Rather the real question is which
promotion method should be emphasised, and the level of intensity one should use and how it can
be integrated with the other promotional methods. Decisions on determination of promotion mix
take us back to the promotion objectives which must emanate out of the marketing objectives of the
firm. A promotional strategy aims at accomplishing the promotion objectives in the allocated funds
and within a specific period of time.
Promotional objectives, generally speaking, relate to sales and the marketing communication tasks
required to be performed as per the needs of the product and the market scenario. Expressed in
measurable terms these can be put as: increasing sales, improving market share, creating product
awareness and comprehension, developing positive attitude of the public towards the product,
building favourable image of the product, or gaining competitive advantage. In this contest Leonard
M. Lodish suggests`vaguely right’ criteria, the relevant part of which is as follows:
SALES PROMOTION OBJECTIVES-
As a powerful method of sales promotion with a capability to complement and supplement the
advertising function of marketing, sales promotion helps marketers realise a variety of objectives.
These objectives could relate to the promotion of sales in general, or to a specific As a powerful
method of sales promotion with a capability to complement and supplement the advertising
function of marketing, sales promotion helps marketers realise a variety of objectives. These
objectives could relate to the promotion of sales in general, or to a specific
STEPS IN PLANNING SALES PROMOTION PROGRAM
With growing competition at the marketplace and the need to realise full benefits of this unique
method of promotion it is required that the perfunctory approach used in its management is
stopped forthwith and the sales promotion function' is managed professionally. Systematic planning
of this function should initiate the managerial process. The following steps are suggested for
effective planning and management of the sales promotion function.
The first step is to assess and analyse the present situation of the brand in terms of market share,
major competitors, and brand performance of brands users, non-users and lapsed users. This
benchmark should then be related to the market size and the potential estimated. It will now pave
the way for determining the role of sales promotion in effecting the desired change in the market
share of the brand. The outcome of this exercise will be the availability of desired information to set
measurable and attainable goals:
After the goals for sales promotion of the brand are set, the second step deals with the identification
of the alternative schemes, and the selection of the most appropriate sales promotion scheme(s),
capable of accomplishing the goal set, within the available budget.
The third step relates to incorporating creativity into the scheme to be offered. This is, making the
scheme novel, attractive, and challenging from the viewpoint of its target group i.e. consumer, trade
or salesforce.
The fourth step relates to legal validity of the sales promotion scheme to be offered. For example,
before a consumer contest can be offered permission from the licensing authority of a State, usually,
the Collector of the District is required under the Prize Competition Act, 1955. Competitive
Commission of India (CCI) is the chief national competition regulator in India. It is a statutory body
within the Ministry of Corporate Affairs and is responsible for enforcing The Competition Act, 2002
in order to promote competition and prevent activities that have an appreciable adverse effect on
competition in India.
The fifth step covers primary decisions relating to timing and duration of the schemes to be offered,
location-wise selection of dealers, and conviction of the trade and sales force about the
appropriateness of the scheme.
Q3- B Discuss the role of Distribution function. How does distribution add value to the marketing
effort? Explain with an example..
Ans- role of Distribution function- distribution management can be defined as a combination of all
activities which facilitates movement and co-ordination of supply and demand in creation of time,
place and possession utility in goods. It is the art and science of determining requirements, obtaining
them, distributing them and finally maintaining them in an operationally prepared condition.
Therefore, the broad range of activities concerned with the efficient movement of finished products
from the end of the production line to the consumer and also the movement of raw materials from
the source of supply to the beginning of the production line, fall under the domain of Distribution
Management
Distribution add value to the marketing effort- While “buying direct” from the manufacturer or
OEM may seem like a good way to cut out the middleman and reduce costs, it almost always proves
to be far more expensive to do so. Distributors’ normal functions of time, place, utility and services
are just the start when calculating this value equation. For distributors, product is normally in stock
locally and able to be shipped quickly and efficiently. They are also able to break bulk packages and
offer just-in-time delivery, often taking orders late in the night for next day delivery with their own
vehicles. Additionally, distributors can provide you with the optimal solutions for your applications,
rather than simply replacing “like for like”, as manufacturers tend to do. This allows for the
evaluation of multiple options, often times resulting in a better-performing or lower-cost alternative.
fter you purchase a product from a distributor, you are inevitably going to need to perform regular
maintenance for the application and lifecycle. Items may need to be aligned, lubricated, and
properly fitted to ensure long life — another service that your local distributor and representative
can perform in order to ensure optimal plant performance
Then, there’s the value of the local support that your representative provides by visiting your plant
and reviewing your application. Your rep’s years of industrial experience and his or her knowledge of
thousands of applications will provide you with valuable insight that can save you money down the
road. Distributors also provide many value-added services including part configuration and
modification, kitting and assembly, customization, painting or resizing services. Using its network of
manufacturer lines, sources and partners, you have access to a wide variety of solutions in one
single source.
Because you have chosen to do business with one vendor for all of your industrial
part needs, you will begin to see transactional savings such as:
 One invoice
 One freight charge
 Better terms
 Leveraging your spend
 Online account management
 Support from a dedicated customer service representative, sales management and
outside sales representation
There is a reason why distribution is a multi-billion dollar industry. It is because
manufacturers need distributors to help bring and apply their products into the
market. Without this business partnership, they are unable to support the needs of
thousands of plant locations. Manufacturers are the best at producing their products
and standing behind the quality of their work. While, on the surface, it may seem
efficient to purchase directly from the factory, the savings often never materialize
and the costs and risks rise significantly. Put your local distributor to the test to
show how they can bring you the value you need to improve your plant operations.
CHANNELS OF DISTRIBUTION
Distribution channels are the methods by which companies deliver products and services to
customers and end users. Some businesses sell directly to their customers, while others might use a
retailer or wholesaler to serve as an intermediary. Companies may also use agents or brokers to
facilitate the movement of products to distributors that sell those wares to the customer. At the
beginning of this unit we had discussed the examples of “Classmate” notebooks. The company has
chosen an extensive network of dealers and retailers to reach you. When the business is on a small
scale like a local sweet shop, the customers can directly go and purchase from the shop. In such
cases, the business and the customers are in close proximity. Suppose this sweet shop expands, and
starts making other products, it would require a larger customer base. These customers might not be
in close range of the exact shop. Their product might be sold through someone to customers who
are residing far off. This “someone” becomes an intermediary. Haldiram is one such sweet company
which has gone on such a large scale and expanded its business that now it has various
ways/channels to reach the customer more conveniently. Philip Kotler defines channel of
distribution as “a set of independent organisations involved in the process of making a product or
service available for use or consumption”.
Distribution channel has been defined by Hill, “Distribution channel consists of one or more
companies or individuals who participate in the flow of goods and services from the manufacturer to
the final user or consumer”
Q4- A What are the characteristics of services that make them unique from products? Explain each
of these characteristic with an example. What constitute Digital marketing? Pickup any company
of your choice and list down the digital marketing tools used by the firm.
Ans- CHARACTERISTICS OF SERVICES
The world economy nowadays is increasingly characterized as a service economy. This is primarily
due to the increasing importance and share of the service sector in the economies of most
developed and developing countries. In fact, the growth of the service sector has long been
considered as indicative of a country’s economic progress.
Heterogeneity: The human element is very much involved in providing and rendering services and
this makes standardisation a very difficult task to achieve. The doctor who gave you his complete
attention in your last visit may behave a little differently the next time. The new bank clerk who
cashes your cheques may not be as efficient as the previous one and you have to spend more time
for the same activity. This is despite the fact that rules and procedures have been laid down to
reduce the role of the human element and ensure maximum efficiency. Airlines, restaurants, banks,
hotels have a large number of standardised procedures
Perishability: Services cannot be stored and are perishable. A car mechanic who has no cars to
repair today, or spare berths on a train, unsold seats in a cinema hall represent service capacity
which is lost forever. Apart from the fact that a service not fully utilised represents a totalloss, the
other dimension of this perishability aspect is that most services may face a fluctuating demand.
There is a peak demand time for buses in morning and evening (office hours), certain train routes
are always more heavily booked than others. This fluctuating demand pattern aggravates the
perishability characteristic of services.
Ownership:- When you buy a product you become its owner-be it a pencil, book, shirt, refrigerator
or car. In the case of service, you may pay for its use but you never own it. By buying a ticket you can
see the evening film show in the local cinema theatre; by paying wages you can hire the services of a
chauffer who will drive your car; by paying the required charges you can have a marketing research
firm survey into the reasons for your products' poor sales performance, etc. In case of service, the
payment is not for purchase, but only for the use or access to or for hire of items or facilities.
Digital Marketing It is the present-day technique of marketing that began with the introduction
and development of the internet, electronic devices and technology. The products and services are
introduced, promoted, marketed and sold using online (internet based) process and resources.
Digital Marketing includes platforms such as Google, Facebook, Instagram, YouTube, Twitter,
Amazon, Flipkart, Myntra, Ajio, etc.
Amul the digital marketing tools used by the firm
Q4- B Explain how Digital Marketing can be used in market penetration and in developing new
markets. Discuss with a hypothetical example.
Ans- Digital Marketing can be used in market penetration
Digital Marketing tries to reach and engage its targeted audience by providing and using variety of
new, innovative, cost effective and personalized ways. A well planned and made Digital Marketing
strategy delivers greater Return on Investment (ROI) than the Traditional Marketing strategies. For
example, when it comes to printing of advertisements, in magazines or newspapers what many
businessmen don’t understand are the aspects of circulation. The total number of readers who in
reality see your advertisement will always be lesser than the numbers in circulation. Since a large
number of magazines/newspapers issues almost always remain unsold.
However, the Digital advertisements are easily customizable than the print advertisements.
Therefore, making digital marketing less risky. For example, if you are running a digital campaign,
you can easily change the targeted audience from time to time. Digital advertisements easily allow
you to make real-time adjustments in your marketing plans
Digital marketing channel such as Google Ad words, charge based on Pay-Per-Click, rather than per
impression. This means that the Cost per thousand impressions in some cases is zero. Therefore,
digital marketing is the best bet for businesses with a limited budget that want to increase their
chances of success
Currently, the world without the internet is almost unimaginable. There are 4.66 billion active
internet users all over the world, as of January 2021, which is around 59.5 percent of the world’s
population. 92.6 percent (4.32 billion) of this total, access the internet through mobiles. Internet is a
fundamental pillar of the modern information society, connecting billions of people around the
world.
Asia had the largest number of online users – over 2.3 billion as of 2019, whereas, China, US and
India rank ahead all other countries. China and India have more than 854 million and 560 million
online users respectively, however, large parts of their population is still offline.
Discussed below are a few interesting statistics offered by Statista research data of India, that will
help you understand the extent of penetration, usage and growth potential of Internet, Digital
Marketing and Social Media for the success of any business.

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MMPC-006

MBA and MBA (Banking & Finance)

MMPC-006: Marketing Management

July 2021 and January 2022 Sessions

School of Management Studies

Course Code : MMPC-006

3. (a) Distinguish Marketing Communication with Integrated Marketing

ASSIGNMENT For July 2021 and January 2022 Sessions

THE TERM MARKETING MEAN

Components and their importance in the exchange process.

Ans- Segmentation, Targeting and Positioning (STP) concept is used in Marketing

Segmentation- Market segmentation is a marketing term that refers to aggregating prospective

How Segmentation, Targeting and Positioning (STP) concept is used in Marketing

TARGETING A target market is defined as a set of buyers sharing common needs or

Segmentation : Classifying your customers on some basis like demographically, behaviour ,

Targeting : Marketing to a particular segment of the market/group of customers

i. Consumer Non-durable goods

Branding and Packaging decisions with respect to an FMCG product

are the main decision in packaging

to the entire market.

Building Product Lines:

New Product Development:

and might face stagnation in future.

Product Life Cycle Strategy:

the decline stage of PLC curve

Taking advantages of wide distribution network:

Ans- THE PRODUCT LIFE CYCLE CONCEPT-

MARKETING MIX AT DIFFERENT STAGES OF PRODUCT LIFE CYCLE

Q3- A - Distinguish Marketing Communication with Integrated Marketing Communication. How do

Ans - Marketing Communication

INTEGRATED MARKETING COMMUNICATION

Marketing vs integrated marketing communication (IMC)

SALES PROMOTION OBJECTIVES-

STEPS IN PLANNING SALES PROMOTION PROGRAM

Ans- CHARACTERISTICS OF SERVICES

Amul the digital marketing tools used by the firm

Ans- Digital Marketing can be used in market penetration

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