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Marketing Management

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Internal Assignment Applicable for SEPTEMBER 2018 Examination
SEMESTER 2

1. Select any two of the following three: Narendra Modi / Rahul Gandhi / Arvind Kejriwal. Discuss and analyze how these personalities do as brands when we compare on the four critical elements of a brand. (10 Marks)

2. With marketers transitioning from mass communication to highly customized and personalized communication targeted at the individual, the limelight clearly being on direct marketing, and digital marketing, the traditional marketing communication tools such as advertising, sales promotion, publicity, personal selling may be dying a natural death. The Marketing Communication Mix is all set for a metamorphosis Discuss this statement. Justify your answers with appropriate reasoning. (10 Marks)

3. The beginning of the video-on-demand (VOD) revolution in India started with Star Tv s Hotstar, way back in 2015. It coincided with the time when India witnessed a huge rise in the number of smartphone users. In a country which was used to a one-TV household tradition, smartphones acted as additional screens for consumers to source entertainment from. In January 2016, Netflix, an international platform that offers a library of TV series, Bollywood flicks etc. made waves in India with its launch. It led to a series of debates on what is already on the Indian consumer s palate on …………………………

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