Chapter & Book Page Number Sample Questions

1 (Kotler, Keller etc.) 1-24 Definition: Marketing, Relationship Marketing, Needs,

T/F, BQ, SQ Wants and Demands.
BQ: 1. What are the key consumer markets? Elaborate
each with examples.
2. What are the new consumer capabilities that
characterize the new Marketing realities? Explain.
SQ: 1. List the new major social forces that are shaping
Marketing (Page17).
2. Distinguish between production concept, selling
concept and the marketing concept with examples.
3. What is Marketing Management?

4 (Kotler, Keller etc.) 88-97 Definition: Marketing Research, Ethnographic

Conducting Marketing T/F, BQ, SQ Research, Sampling Plan.
Research and Forecasting SQ:1. What are the three categories of Marketing
Demand Research firms?
2. Write short notes on observational research,
ethnographic research, focus group discussion and
survey research.
3. Distinguish between secondary and primary data.
BQ: 1. How is an ethnographic research plan
developed? Explain with examples.
2. Narrate in detail the three main research
instruments that marketing researchers use to collect
data.

5 (Kotler, Keller etc.) 116-118 SQ:1. What is customer perceived value?

Creating Customer Value, T/F, BQ, SQ 2. Why is it important to identify the major attributes
Satisfaction and Loyaty of a product that customers value?
2 (Art & Science of 30-34 SQ: What is meant by the Strategic Intent of an
Marketing) SQ , CQ, BQ organization?
CQ: Distinguish between Market Driving and Market
Driven organizations?
BQ: Why is innovation a primary source of competitive
advantage? Explain in detail (with a figure) the three
different approaches to innovation that businesses
utilize.
7 (Art & Science of 232-235 Read everything. Several case based concept questions
Marketing) 211-212 will have to be answered by you. (Y & R Brand Power
SQ , CQ Grid and Brand Equity, Brand Position Map- please
familiar yourself very well with these ideas)

Type of Question Number of Q X Mark Total

T/F (True/False) 10 X1 10
SQ (Short Question) 4X 2 8
BQ (Broad Question) 1 X 10 10
CQ (Conceptual question- based 4+4+4 12
on case)
Grand Total 40