Ut Model Solution (MM) 2022-23
Ut Model Solution (MM) 2022-23
Ut Model Solution (MM) 2022-23
MBA
(SEM I) THEORY EXAMINATION 2022-23
MARKETING MANAGEMENT
SECTION A
1. Attempt all questions in brief.
a) How marketing is a social process?
Ans. “A societal process by which individuals and groups obtain what they need and want
through creating, offering and freely exchanging products and services of value with other”
According to Dr. Philip Kotler’s marketing as a social exchange process is all about the concept
of value that there will be an exchange of values between two parties. So, what is value basically,
the value is something which is very central to the marketing process and value is a function of
benefit and the cost. Mathematical it is represented that value is basically a function of benefit
and cost or to be more precise it is (Benefit — Cost).
f) What is labeling?
Ans Labelling (Labeling) is the process of assigning a label to a product to make it more
recognizable and identifiable by adding products information and the manufacturer. Where, a
prodcut label may be any tag, symbol, small piece of paper, wrapper, or means of recognition
directly attached to the product.
A label consists of valuable verbal information about the products such as the product’s
manufactured date, producer name, address, ingredients used in products, product’s benefits,
product expiry date, how & when to use the products, and other necessary information
customers seek to know.
SECTION B
b) How AXE uses multiple distribution strategies in the Indian market? Discuss.
Ans. PLACE: Placing and availability of products play significant role in determining the
sales of product. Axe relies on location and distribution channels.
c) How AXE has broken the stereotype of the Indian male population? Discuss.
Ans. Axe, the men’s fragrance, hair and body care brand, is promulgating the newly minted
concept of “bathsculinity” as it tries to chop away at harmful masculine stereotypes. Axe has
been on a mission to get men to embrace self-care and grow self-confidence.
The intersection of masculinity and grooming products has been an intriguing topic particularly
for health and beauty companies who want to evolve beyond traditional gender stereotypes to
be more in line with younger consumers
The company extensively uses the TV ads and conducting many Campaigns. The biggest
strength of this brand is the underlying message that the brand users are High on Confidence
and always go for the Axe. It also ensures that consumers are mostly engaged with new
Fragrances.
SECTION C
Understanding how a product’s life cycle works allows companies to work out whether
their products are meeting the needs of the target market and, thereby, when they may
need to change focus or develop something new.