AIMA Solved Assignments for DM04
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SECTION-A (15 marks for each question)
- Explain why marketing management is considered as an important function and how it is different from sales management?
- Explain the four Ps of marketing management?
- Indicate the steps of the selling process? Why should sales people follow the suggested steps of selling process?
- What are the characteristics of services marketing?
- Describe the manufacturer’s dependence on advertising, promotion, and branding in achieving balanced relationships with retailers?
Section-B (25 Marks)
Case Study
Referral traffic is Google’s method of reporting visits that came to a website from sources outside of Google itself, often when someone clicks on a hyperlink for example in an email or blog to go to a new page on a different website. Analytics tracks the click as a referral visit to the second site. The originating site is called a ‘referrer’ because it refers traffic from one place to the next. Referral traffic is one of three statistics tracked by Google Analytics. The others are search traffic- visits from a search engine – and direct traffic to a domain.
To understand where traffic comes from, website owners log onto their Google analytics account. A graph displays traffic for a one-month period. Below it, a table displays the names of domains referring traffic to the site, as well as statistics on what visitors do on the site
Case Questions:
- Is word-of-mouth marketing in traditional form more effective or referral marketing using Google analytics more effective. Give your opinion on this?
- Explain the process used by Google analytics for referral tracking?