EASWARI ENGINEERING COLLEGE DEPARTMENT OF MANAGEMENT STUDIES

BA9223 MARKETING MANAGEMENT

QUESTION BANK Unit I Part A 1. Define marketing management. Marketing Management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer values. 2. What are the components of Marketing Mix? Product, price, promotion, and physical distribution. 3. Explain Customer delightment. Exceeding the customer expectations. 4. What is Lost customer analysis? Analysing why customers left, where they have gone, who is our competitor etc. Part B 1. Explain the scope and importance of marketing management. 2. What are the different states of demand and what strategies you adopt in each stage? 3. List out and explain the different types of markets. 4. Explain the different types of environments and how it affects marketing? 5. Explain the components of Marketing Mix. 6. Differentiate between selling (concept) and marketing (concept). 7. Explain how marketing and business is changing in todays environment. Unit II Part A 1. Define Mission. Organizations develop mission statements to share with managers, employees and (in many cases) customers. 2. SBU Strategic Business Units 3. Market Penetration Strategy Current Products to the current Market 4. Diversification Strategy New products for new market 5. Product Development Strategy New product for current market 6. Market Development Strategy Current product for new market 7. Backward Integration. Acquiring one or more of its suppliers. 8. Forward Integration. Acquiring some wholesalers or retailers (highly profitable) 9. Horizontal Integration. Acquiring one or more competitors. 10. Concentric Diversification Strategy New products in the same product line to a different group of customers. 11. Horizontal Diversification Strategy New products that could appeal to its current customers.

12. Conglomerate Diversification Strategy Company might seek new businesses that have no relationship to the companys current technology, products or markets. 13. Benefits of vertical integration: a. Lower cost b. Value added stream c. Manipulated prices for tax reduction 14. Market Leader - Leader leads the other firms in Price changes, new product introductions, distribution coverage and promotional intensity 15. Market Niche: An alternative to being a follower in a large market is to be a leader in a small market as niche. Part B 1. Explain the steps in business strategic planning. 2. What are the contents of a good mission statement? 3. What is the need for customer retention? 4. Explain the various factors determining the long term profit attractiveness of an industry. 5. Explain the various strategies of a market leader. 6. Explain the various strategies of a market challenger. 7. Explain the various strategies of a market follower 8. Explain the various strategies of a market niche. Unit III Part A 1. Rapid skimming high price and high promotion 2. Slow Penetration - low price and low promotion 3. Marketing mix modification modifying the 4 ps of marketing. 4. Niche Marketing Leader of a small market 5. Segmentation grouping the population based on some criteria. 6. Market targeting selecting segment to enter. 7. Positioning Entering a segment with the help of PLC Strategies 8. Brand It is a name, sign, symbol of a product 9. Give example for Psychological pricing. Bata pricing 10. Wholesaling selling in large quantities to retailers 11. Retiling selling small quantities to the end users 12. CRM Customer Relationship Management Creating good relationship with profitable customers. 13. Sales promotion Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service. 14. Publicity and public relations - Building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumors, stories and events. 15. Interactive marketing ATM machines, kiosks etc. Part B 1. What are the stages in new product development? 2. What are the challenges in New Product Development?

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Explain the customer adoption process to a new product. What are the different types of new products? Explain the various ways of differentiation. Explain the stages of PLC. What strategies a company can use in different stages of PLC. Explain how do you segment the consumer market? What are the benefits of segmentation? 9. Explain the classifications of products. 10. What are the steps in branding decision of a product? 11. What are the desirable qualities of a brand name? 12. What are the functions performed by a package and label? 13. Explain the steps in pricing. 14. What are the different types of prising? 15. What are the functions performed by channel members? 16. What are the different levels of channels? 17. How do you select a distribution channel for a new product of your choice? 18. What do you mean by channel conflict? Why it arises? How to solve these conflicts? 19. What are the different types of wholesalers and what functions they perform? 20. What are the forms of retailers? What are their functions? 21. What are the different medias in advertising? 22. What is advertising budget? How it is prepared? 23. What is AIDA concept in advertising? 24. What is an advertising agency? What are the functions performed by them? 25. How do you select a media for advertising? What are the merits and demerits of different types of Medias? 26. List out and explain the different types of sales promotion tools. 27. What do you mean by publicity? How it is different from other promotional tools? 28. What are the major tasks in personal selling? 29. What are the principles of personal selling? 30. How to manage the sales force effectively? 31. What are the steps in developing an effective communication? Unit IV Part A 1. Culture - a set of values, perceptions, preferences, and behaviours 2. Sub-culture - subcultures that provide more specific identification and socialization for their members. 3. Social Class - Social classes are relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behaviour. 4. Reference groups - A persons reference groups consist of all the groups that have a direct (face-to-face) or indirect influence on the persons attitudes or behaviour. 5. Life style - A lifestyle is a characteristic bundle of behaviors that makes sense to both others and oneself in a given time and place, including social relations, consumption, entertainment, and dress.

Part B 1. Explain the factors determining the consumer behaviour? 2. Explain the consumers buying decision process and buying roles. 3. What is organisational buying? How industrial markets differ from consumer markets? 4. Who are the participants of organisational buying process? 5. Explain the different situations of organisational buying. 6. What are the major influences of organisational buying? 7. Explain the process of organisational buying. Unit V Part A 1. Marketing Research - Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. 2. Research problem - A research problem is the situation that causes the researcher to feel apprehensive, confused and ill at ease. It is the demarcation of a problem area within a certain context involving the WHO or WHAT, the WHERE, the WHEN and the WHY of the problem situation. 3. Sampling selecting samples for the population. 4. Hypothesis It is a statement for which the validity and reliability to be tested. 5. Online marketing. - marketing of products or services over the Internet. 6. Online advertising Giving advertisements through web site. 7. E-Commerce Consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. 8. Viral Marketing - Viral marketing is any marketing technique that induces web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the messages visibility and effect. Part B 1. What are the benefits of Marketing Research to business? 2. What is the scope of Marketing Research? 3. What may be the objectives of marketing research? 4. Explain the process of marketing research. 5. What are the different types of data collection? 6. Explain the strategies of a market leader. 7. What are the strategies a market challenger can choose? 8. What is the role-played by a market follower? 9. What are the specialisation roles available for a market niche? 10. What are the elements of E-Commerce? 11. What are the recent trends and challenges in marketing? 12. What do you mean by customer delightment? How to delight a customer?