Questions - For Interviews

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INTERVIEW QUESTIONS
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Fake it until you Make it
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1/26/2011
JASH KANTARIA
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TABLE OF CONTENTS
Table of Contents....................................................................................................... 2
Personal Question ......................................................................................................3
HR MOCK INTERVIEW Question...................................................................................5
MARKETING MOCK INTERVIEW QUESTIONS................................................................6
FINANCE MOCK INTERVIEW QUESTIONS...................................................................43
GD TOPICS For Asian Paints (SIP- 2009)...................................................................53
Interview questions of Asian Paints (SIP-2009).........................................................53
Interview Questions of IMRB - Consolidated.............................................................57
HR QUESTION........................................................................................................ 57
TECHNICAL............................................................................................................58
ANALYTICAL QUESTIONS.......................................................................................61
Interview Questions of IMRB.....................................................................................63
TCS QUESTIONS........................................................................................................69
CRISIL Question........................................................................................................70
PERSONAL QUESTION
1. Tell me about yourself
2. Tell me something which is not there in your resume
3. Mention one personality who inspires you.

4. Why mba?
5. Why sales/ marketing/ finance after graduation (b.e./bsc/…)?
6. Your weakness
7. Your strengths
8. Some achievement
9. Great moments in life

10. Qualities you admire in your friends
11. How would you like to be remembered?
12. What do you expect to be doing in five years?
13. Tell me something about your summer internship
14. Why should we take you?
15. How will you adjust yourself to places we place you?
16. What research have you done about our company apart from the
ppt?
17. You have participated in finance/marketing/ operations forum.
What was your learning?
18. Why marketing when you are interested in finance?
19. Tell me the most adverse situation in which you were and how
did you get out of it?
20. Questions from cv regarding extracurricular activities?
21. What is your passion in life?
22. Why our company?

23. Apart from our company, which other companies have you
applied for?
24. Suppose you are in my seat and i am in your then what you
would look for?
25. Three areas of improvement
26. You have self motivated people in team. Is your job of motivating
them over?
27. What kind of projects you would like to do if given a choice?
28. What innovative things have you done at IMT?
29. What are your subjects of interest and why?
30. What was your learning in the job?

31. About work profile
32. Have you assumed any leadership role while working?
33. (Continuation to above) What was the high point and low
point while doing so?
34. What according to you is leadership?
35. What do you think should be the traits of a leader?
36. Given a chance, how differently will you lead a team now?
Mention your leadership style.
37. Why did you quit the job and did MBA?
38. Do you think MBA benefited you?
39. How flexible do you think you are?
40. Are you capable of multitasking?
41. What are the qualities you have which fits SALES profile?
HR MOCK INTERVIEW QUESTION
1. What is competency mapping?

2. What is the difference between skill and competency?
3. Distinguish between HRD and HRM, conceptually and practically?
4. BARS- what is it and how is it read?
5. Assessment centres-What do you understand and what is its
purpose?
6. What are the applications?
7. Is it a performance appraised technique?
8. What is hallo and horn effect?
9. What is ethnocentric staffing?
10. What is career Plato?
11. What is a glass ceiling?
12. What is pay compression?
13. What are the big 5 dimensions?
14. What do you mean by neuroticism?
15. What is the application purpose of big 5?
16. What is compa ratio?
17. Advertisement reading? What is the coma ratio? What does it
imply?
18. What is Thomas profiling?
19. What is a 360 degree feedback?
20. What is a balance score card?
21. What are those 4 diff aspects?
22. What is layoff?
23. What happens during layoff? Max period of layoff?
24. What is bulverisim?
25. What is retrenchment?
26. What is the difference between selection and recruitment?
27. What is the government structure for provident fund for
employees? What is the min no of employees a company needs
to have to come under the act of provident fund?
28. What is the difference between bonus and exgretia?
29. What is a gratuity?
30. Can a company deny an employee of his bonus?
31. What is the difference between collective bargaining and co
determination?
32. Can a court attach an employee’s provident fund under any
condition?
33. In what forms is co determination visible?
34. What do you understand by psychological contract?
35. What is recruitment yield pyramid?
36. How do you measure recruitment effectiveness?
MARKETING MOCK INTERVIEW QUESTIONS
1. What is marketing?
2. What do you mean by formal definition of marketing?
Marketing is the process of performing market research, selling products and/or services to
customers and promoting them via advertising to further enhance sales.[1] It generates the strategy
that underlies sales techniques, business communication, and business developments.[2] It is an
integrated process through which companies build strong customer relationships and create value
for their customers and for themselves.[2]
Marketing is used to identify the customer, to satisfy the customer, and to keep the customer.
With the customer as the focus of its activities, it can be concluded that marketing management
is one of the major components of business management. Marketing evolved to meet the stasis in
developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.
[citation needed]
The adoption of marketing strategies requires businesses to shift their focus from
production to the perceived needs and wants of their customers as the means of staying
profitable.[citation needed]
The term marketing concept holds that achieving organizational goals depends on knowing the
needs and wants of target markets and delivering the desired satisfactions.[3] It proposes that in
order to satisfy its organizational objectives, an organization should anticipate the needs and
wants of consumers and satisfy these more effectively than competitors.[3]
Marketing is defined by the American Marketing Association (AMA) as "the activity,

set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society
at large. Marketing is a product or service selling related overall activities. [4] The
term developed from an original meaning which referred literally to going to a
market to buy or sell goods or services
Earlier approaches
The marketing orientation evolved from earlier orientations, namely, the production orientation,
the product orientation and the selling orientation
Production[9] Production methods until the 1950s . A firm focusing on a production

orientation specializes in producing as much as possible of a given product or
service. Thus, this signifies a firm exploiting economies of scale until the minimum
efficient scale is reached. A production orientation may be deployed when a high
demand for a product or service exists, coupled with a good certainty that
consumer tastes will not rapidly alter (similar to the sales orientation).
Product[9] Quality of the product until the 1960s A firm employing a product
orientation is chiefly concerned with the quality of its own product. A firm would
also assume that as long as its product was of a high standard, people would buy
and consume the product.
Selling[9] Selling methods 1950s and 1960s A firm using a sales orientation focuses
primarily on the selling/promotion of a particular product, and not determining new
consumer desires as such. Consequently, this entails simply selling an already
existing product, and using promotion techniques to attain the highest sales
possible. Such an orientation may suit scenarios in which a firm holds dead stock, or
otherwise sells a product that is in high demand, with little likelihood of changes in
consumer tastes diminishing demand.
Marketing[9] Needs and wants of customers 1970 to present day The 'marketing
orientation' is perhaps the most common orientation used in contemporary
marketing. It involves a firm essentially basing its marketing plans around the
marketing concept, and thus supplying products to suit new consumer tastes. As an
example, a firm would employ market research to gauge consumer desires, use
R&D to develop a product attuned to the revealed information, and then utilize
promotion techniques to ensure persons know the product exists.
3. What process could one use to create, communicate and

deliver value?
4. What do you do before 4Ps?
5. What do you mean by consumer decision process? brief
about the stages
6. Can one create a metric for management decision

process?
When in an organization and faced with a difficult decision, there are several steps one can take
to ensure the best possible solutions will be decided. These steps are put into seven effective
ways to go about this decision making process (McMahon 2007).
The first step - Outline your goal and outcome. This will enable decision makers to see exactly
what they are trying to accomplish and keep them on a specific path.
The second step - Gather data. This will help decision makers have actual evidence to help them
come up with a solution.
The third step - Brainstorm to develop alternatives. Coming up with more than one solution
ables you to see which one can actually work.
The fourth step - List pros and cons of each alternative. With the list of pros and cons, you can
eliminate the solutions that have more cons than pros, making your decision easier.
The fifth step - Make the decision. Once you analyze each solution, you should pick the one that
has many pros (or the pros that are most significant), and is a solution that everyone can agree
with.
The sixth step - Immediately take action. Once the decision is picked, you should implement it
right away.
The seventh step - Learn from, and reflect on the decision making. This step allows you to see
what you did right and wrong when coming up, and putting the decision to use
7. Create a breakup of awareness?

8. What is value chain?
9. What are the jargons associated with value chain?
A value chain is a chain of activities for a firm operating in a specific industry.
The value chain, also known as value chain analysis, is a concept from business
management that was first described and popularized by Michael Porter in his 1985
best-seller, Competitive Advantage: Creating and Sustaining Superior Performance.
[1]
A value system includes the value chains of a firm's supplier (and their suppliers all the way
back), the firm itself, the firm distribution channels, and the firm's buyers (and presumably
extended to the buyers of their products, and so on).
Capturing the value generated along the chain is the new approach taken by many management
strategists. For example, a manufacturer might require its parts suppliers to be located nearby its
assembly plant to minimize the cost of transportation. By exploiting the upstream and
downstream information flowing along the value chain, the firms may try to bypass the
intermediaries creating new business models, or in other ways create improvements in its value
system.
The Value Chain
To analyze the specific activities through which firms can create a competitive
advantage, it is useful to model the firm as a chain of value-creating activities. Michael
Porter identified a set of interrelated generic activities common to a wide range of firms.
The resulting model is known as the value chain and is depicted below:
Primary Value Chain Activities
Inbound Outbound Marketing

> Operations > > > Service
Logistics Logistics & Sales
The goal of these activities is to create value that exceeds the cost of providing the
product or service, thus generating a profit margin.
• Inbound logistics include the receiving, warehousing, and inventory control of
input materials.
• Operations are the value-creating activities that transform the inputs into the
final product.
• Outbound logistics are the activities required to get the finished product to the
customer, including warehousing, order fulfillment, etc.
• Marketing & Sales are those activities associated with getting buyers to
purchase the product, including channel selection, advertising, pricing, etc.
• Service activities are those that maintain and enhance the product's value
including customer support, repair services, etc.
Any or all of these primary activities may be vital in developing a competitive advantage.
For example, logistics activities are critical for a provider of distribution services, and
service activities may be the key focus for a firm offering on-site maintenance contracts
for office equipment.
These five categories are generic and portrayed here in a general manner. Each
generic activity includes specific activities that vary by industry.
Support Activities
The primary value chain activities described above are facilitated by support activities.
Porter identified four generic categories of support activities, the details of which are
industry-specific.
• Procurement - the function of purchasing the raw materials and other inputs
used in the value-creating activities.
• Technology Development - includes research and development, process
automation, and other technology development used to support the value-chain
activities.
• Human Resource Management - the activities associated with recruiting,
development, and compensation of employees.
• Firm Infrastructure - includes activities such as finance, legal, quality
management, etc.
Support activities often are viewed as "overhead", but some firms successfully have
used them to develop a competitive advantage, for example, to develop a cost
advantage through innovative management of information systems.
Value Chain Analysis
In order to better understand the activities leading to a competitive advantage, one can
begin with the generic value chain and then identify the relevant firm-specific activities.
Process flows can be mapped, and these flows used to isolate the individual value-
creating activities.
Once the discrete activities are defined, linkages between activities should be identified.
A linkage exists if the performance or cost of one activity affects that of another.
Competitive advantage may be obtained by optimizing and coordinating linked activities.
The value chain also is useful in outsourcing decisions. Understanding the linkages
between activities can lead to more optimal make-or-buy decisions that can result in
either a cost advantage or a differentiation advantage.
The Value System
The firm's value chain links to the value chains of upstream suppliers and downstream
buyers. The result is a larger stream of activities known as the value system. The
development of a competitive advantage depends not only on the firm-specific value
chain, but also on the value system of which the firm is a part.
10. What does Herzberg’s two factor theory says?
The two-factor theory (also known as Herzberg's motivation-hygiene

theory) states that there are certain factors in the workplace that cause job
satisfaction, while a separate set of factors cause dissatisfaction. It was
developed by Frederick Herzberg, a psychologist, who theorized that job
satisfaction and job dissatisfaction act independently of each other.[1]
Attitudes and their connection with industrial mental health are related to
Maslow's theory of motivation.
Two-factor theory distinguishes between:
• Motivators (e.g., challenging work, recognition, responsibility) that give

positive satisfaction, arising from intrinsic conditions of the job itself, such as
recognition, achievement, or personal growth[4], and
• Hygiene factors (e.g. status, job security, salary and fringe benefits) that do
not give positive satisfaction, though dissatisfaction results from their
absence. These are extrinsic to the work itself, and include aspects such as
company policies, supervisory practices, or wages/salary[4].
11. Take any product and classify the satisfiers and

dissatisfiers?
12. How will one find out that an industry is profitable
or not?
13. If there is an industry with 2 competitors and an
industry with 7 competitors then which industry should be
chosen?
14. What do you mean by Herfindahl index?
The Herfindahl index (also known as Herfindahl–Hirschman Index, or HHI) is a measure of

the size of firms in relation to the industry and an indicator of the amount of competition among
them. Named after economists Orris C. Herfindahl and Albert O. Hirschman, it is an economic
concept widely applied in competition law, antitrust[1] and also technology management.[2] It is
defined as the sum of the squares of the market shares of the 50 largest firms (or summed over
all the firms if there are fewer than 50)[3] within the industry, where the market shares are
expressed as fractions. The result is proportional to the average market share, weighted by
market share. As such, it can range from 0 to 1.0, moving from a huge number of very small
firms to a single monopolistic producer. Increases in the Herfindahl index generally indicate a
decrease in competition and an increase of market power, whereas decreases indicate the
opposite.
The major benefit of the Herfindahl index in relationship to such measures as the concentration
ratio is that it gives more weight to larger firms.
The measure is essentially equivalent to the Simpson diversity index used in ecology.
15. Name some of the ads which have been recently

pulled of air by advertising council of India?
16. What variables would one look at in terms of data if
one gets an opportunity to help a big shot retailer like Big
Bazaar?
1- Volume of product which they promise to sell

2- Margin
17. Define private label products?
Brand owned not by a manufacturer or producer but by a retailer or supplier who gets its goods made by a
contract manufacturer under its own label. Also called private brand.
Private labels are owned by the retailers themselves, which are also known as store
brands or own labels.
India's largest retailer by sales, Pantaloon Retail, too is looking at an increase of

about 10-15% for its private label apparel brands like John Miller, Scullers, Indigo
Nation besides others.
18. What is scanner data in the context of retailing? How

would you link it to an individual customer?
It is Retail purchase information (such as price, brand, product size, amount

purchased) gathered at the point of purchase by an electronic device that reads a
coded ticket on the product through the use of an electronic reader over which the
product passes. This information can be used for a variety of marketing decisions
such as allocation of advertising dollars, placement of advertising, inventory control,
amount of shelf space, pricing, placement of orders, and timeliness of product
delivery. Because scanner data is instantly available, it is also used very effectively
to determine the results of special end-of-aisle displays, in-store product placement
or shelf position, and other in-store sales promotions.
19. What is STP in market research?
Segmentation, Targeting, and Positioning
Segmentation, targeting, and positioning together comprise a three stage process. We first (1)
determine which kinds of customers exist, then (2) select which ones we are best off trying to
serve and, finally, (3) implement our segmentation by optimizing our products/services for that
segment and communicating that we have made the choice to distinguish ourselves that way.
Segmentation involves finding out what kinds of consumers with different
needs exist. In the auto market, for example, some consumers demand
speed and performance, while others are much more concerned about
roominess and safety. In general, it holds true that “You can’t be all things to
all people,” and experience has demonstrated that firms that specialize in
meeting the needs of one group of consumers over another tend to be more
profitable.
SEGMENTATION DEFINED
Market segmentation is the process of dividing a heterogeneous market into

homogeneous sub-unit
Demographic variables essentially refer to personal statistics such as income,

gender, education, location (rural vs. urban, East vs. West), ethnicity, and
family size.
Bases for segmentation in consumer market:-
Consumer market can be segmented on the following customer

characteristics
• Geographic Segmentation.
• Demographic Segmentation.
• Psychographic Segmentation.
• Activities.
• Interests.
• Opinions.
• Attitudes.
• Values
• Behaviouralistic Segmentatio
In the next step, we decide to target one or more segments. Our choice
should generally depend on several factors. First, how well are existing
segments served by other manufacturers? It will be more difficult to appeal
to a segment that is already well served than to one whose needs are not
currently being served well. Secondly, how large is the segment, and how
can we expect it to grow? (Note that a downside to a large, rapidly growing
segment is that it tends to attract competition). Thirdly, do we have
strengths as a company that will help us appeal particularly to one group of
consumers? Firms may already have an established reputation.
Positioning involves implementing our targeting. For example, Apple Computer has chosen to
position itself as a maker of user-friendly computers. Thus, Apple has done a lot through its
advertising to promote itself, through its unintimidating icons, as a computer for “non-geeks.”
The Visual C software programming language, in contrast, is aimed a “techies.”
Market segmentation pertains to the division of a market of consumers into

persons with similar needs and wants. For instance, Kellogg's cereals,
Frosties are marketed to children. Crunchy Nut Cornflakes are marketed to
adults.
Segmenting a market helps a company target its products / solutions better
to its customers. It is a strategic approach midway between mass marketing
and individual marketing. Segmentation is based on the concept that
customers in a specific segment have similar needs, purchasing power,
geographic location, etc.
Targeting
Targeting is a process of prioritizing target segments based on the firm’s core

competencies or capabilities, and other researched factors including segmented
market size, growth potential of the segmented market, competitive dynamics, etc.
In marketing, positioning has come to mean the process by which

marketers try to create an image or identity in the minds of their target
market for its product, brand, or organization.
Mind share, or the development of consumer awareness or popularity, is

one of the main objectives of advertising and promotion. When people think
of examples of a product type or category, they usually think of a limited
number of brand names.
20. Would one segment in terms of income when it
comes to a FMCG product?
Leading Fmcg Product Using Psychographic Segmentation
21. What is share of voice? How is it relevant to

marketing a product?
It is Percentage of advertising for one brand in a particular product category as

compared to other brands in the same category. If five different brand names
advertise in one product category and the percentage of advertising for one of them
is 60% of the total volume of advertising in that product category, that brand will
have the greatest share of voice (in that product category).
DEFINITION: SOV = Share of Voice. The total percentage that you possess of the particular
niche, market, or audience you are targeting.
Example: There are 100,000 businesses in the same industry as your list or ezine services. You
have 10,000 members on your list. It could be argued that your SOV is 10% of that industry if
your list specifically serves that niche.
Why does knowing your SOV matter? Answer = Because with email newsletters and discussion
lists, it is a strong selling point to advertisers when you can tell them that you are reaching a 40-
90% share of a particular market niche that is of value to them (depending on what your SOV is).
If reaching a high percentage of their target market is important, this will endear them to you and
possibly increase their level of advertising with your list(s).
22. What is GRP (Gross rating point)?
GRP (short for Gross Rating Point) is an acronym used in advertising to measure the
size of an audience reached by a specific media vehicle or schedule
Sum of all rating points over a specific time period or over the course of a media
plan; sometimes called homes per rating point. The rating of a show represents the
percentage of people (or households) tuned in to a television program as compared
to the number of television sets in the particular television universe (geographical
location)
23. What is TRP (Target rating point)?
It is a measure of the purchased television points representing an estimate of the component of

the target audience within the gross audience. Similar to GRP (short for Gross Rating Point) it is
measured as the sum of ratings achieved by a specific media vehicle of the target audience
reached by an advertisement. For example, if an advertisement appears more than once, reaching
the entire gross audience, the TRP figure the sum of each individual GRP multiplied by the
estimated target audience in the gross audience.
In the case of a TV advertisement that is aired 5 times reaching 50% of the gross audience with
only 60% in the target audience, it would have 250 GRPs (= 5 x 50) -- i.e., GRPs = reach x
frequency - TRP in this case should be 60% out of 250 GRPs = 150 TRPs - this is the rating
point in the target, 60% of the gross rating.
Both of these metrics are critical components to determine the marketing effectiveness of a
particular advertisement.
24. What is Gross impression?
The total number of people who have seen an advertisement, multiplied by the
number of times it has been run.
Gross impressions Total number of unduplicated people or households

represented by a given media schedule. Gross rating points (GRPs) Reach times
average frequency.
25. What is Guerrilla marketing ?
The concept of guerrilla marketing was invented as an unconventional system of promotions

that relies on time, energy and imagination rather than a big marketing budget. Typically,
guerrilla marketing campaigns are unexpected and unconventional, potentially interactive,[1] and
consumers are targeted in unexpected places.[2] The objective of guerrilla marketing is to create a
unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral.
Guerrilla marketing involves unusual approaches such as intercept encounters in public places,
street giveaways of products, PR stunts, any unconventional marketing intended to get maximum
results from minimal resources. More innovative approaches to Guerrilla marketing now utilize
cutting edge mobile digital technologies to really engage the consumer and create a memorable
brand experience.
The term Guerrilla Marketing is now often used more loosely as a descriptor for non-traditional
media, such as:
• Reverse Graffiti — clean pavement adverts

• Viral marketing —
through social networks -- Viral marketing and viral advertising are buzzwords referring to
marketing techniques that use pre-existing social networks to produce increases in brand
awareness or to achieve other marketing objectives (such as product sales) through self-
replicating viral processes, analogous to the spread of virus or computer viruses. It can be word-
of-mouth delivered or enhanced by the network effects of the Internet.[1] Viral promotions may
take the form of video clips, interactive Flash games, advergames, ebooks, brandable software,
images, or even text messages.
The goal of marketers interested in creating successful viral marketing programs is to identify
individuals with high Social Networking Potential (SNP) and create viral messages that appeal to
this segment of the population and have a high probability of being taken by another competitor.
•
• Presence marketing — marketing for being there
• Grassroots marketing — tapping into the collective efforts of brand
enthusiasts
• Wild Posting Campaigns
• Alternative marketing
• Buzz marketing — word of mouth marketing
• Undercover marketing — subtle product placement
• Astroturfing — releasing company news to imitate grassroots popularity
• Experiential marketing — interaction with product
• Tissue-pack marketing — hand-to-hand marketing
• Live-in marketing — real life product placement - see related article or
Hostival Connect
• Wait marketing — when and where consumers are waiting (such as medical
offices and gas pumps) and receptive to communications
Guerrilla marketing was initially used by small and medium size (SMEs) businesses, but it is
now increasingly adopted by large businesses.
26. When would one use data on circulation and data on

readership in the context of print media?
Circulation – to see the reach of the paper
Readership – to find whether Readers have the population your company is planning
to target
27. Diff. between B2B and B2C
The most obvious difference between B2B and B2C is the customer requirement. B2C focuses
on individual customer transactions, whereas B2B focuses on other businesses as the consumer.
This difference creates different needs for B2B applications.
One difference between B2B and B2C is the type of order. For example, when you order office
supplies or parts, you usually order the same products as well as the same amounts at fairly
regular intervals. Repeat and standing orders are a common B2B requirement.
Type of payment is also a different requirement for B2B transactions. When your company
makes a purchase, you rarely use a credit card for payment. More likely, you will have varied
forms of payment such as lines of credit and open orders. B2B applications are designed with
these requirements in mind.
Another difference is the type of search function in B2B applications. A catalog to browse
through is not necessarily a requirement, depending on the type of B2B purchase you want to
make. When shopping for specific items, your company may benefit from a configurator and bid
function rather than browsing and searching an online catalog.
Lastly, the type of connection between B2B and B2C differs. When you are connecting to a B2B
application to make a purchase, you are normally connecting to one partner (a buy-side or sell
side application) or several trusted partners (an e-marketplace or Trading partner agreement
application). Because you are dealing with a relatively static list of trading partners, virtual
private network (VPN) technology may be used to provide secure access to selected applications
inside your firewall, thus avoiding the need to replicate data and applications outside your
firewall.
In summary, B2B applications have these unique characteristics that set them apart from B2C
applications:
• Different types of purchases and authorizations

• Unique contracts, terms, and conditions for different business customers
• Participation in customer's supply chain
• Variety of customer sizes, demands, and requirements
28. What is product life cycle?

29. What is brand equity?
Brand equity refers to the marketing effects and outcomes that accrue to a
product with its brand name compared with those that would accrue if the
same product did not have the brand name. Because of the well known brand
name the company some time charges premium prices from the counsumer
There are many ways to measure a brand. Some measurements approaches are at the firm
level, some at the product level, and still others are at the consumer level.
Firm Level: Firm level approaches measure the brand as a financial asset. In short, a calculation
is made regarding how much the brand is worth as an intangible asset. For example, if you were
to take the value of the firm, as derived by its market capitalization - and then subtract tangible
assets and "measurable" intangible assets- the residual would be the brand equity.[7] One high
profile firm level approach is by the consulting firm Interbrand. To do its calculation, Interbrand
estimates brand value on the basis of projected profits discounted to a present value. The
discount rate is a subjective rate determined by Interbrand and Wall Street equity specialists and
reflects the risk profile, market leadership, stability and global reach of the brand[9].
Product Level: The classic product level brand measurement example is to compare the price of
a no-name or private label product to an "equivalent" branded product. The difference in price,
assuming all things equal, is due to the brand[10]. More recently a revenue premium approach has
been advocated [4].
Consumer Level: This approach seeks to map the mind of the consumer to find out what
associations with the brand the consumer has. This approach seeks to measure the awareness
(recall and recognition) and brand image (the overall associations that the brand has). Free
association tests and projective techniques are commonly used to uncover the tangible and
intangible attributes, attitudes, and intentions about a brand[5]. Brands with high levels of
awareness and strong, favorable and unique associations are high equity brands[5].
All of these calculations are, at best, approximations. A more complete understanding of the
brand can occur if multiple measures are used.
30. What is BCG matrix?
The BCG matrix (aka B.C.G. analysis, Boston Consulting Group analysis,
portfolio diagram) is a chart that had been created by Bruce Henderson for
the Boston Consulting Group in 1968 to help corporations with analyzing their
business units or product lines. This helps the company allocate resources
and is used as an analytical tool in brand marketing, product management,
strategic management, and portfolio analysis.[1]
BCG is used by Companies that are large enough to be organized into strategic
business units face the challenge of allocating resources among those units.
To use the chart, analysts plot a scatter graph to rank the business units (or products) on the basis
of their relative market shares and growth rates.
• Cash cows are units with high market share in a slow-growing industry.
These units typically generate cash in excess of the amount of cash needed
to maintain the business. They are regarded as staid and boring, in a
"mature" market, and every corporation would be thrilled to own as many as
possible. They are to be "milked" continuously with as little investment as
possible, since such investment would be wasted in an industry with low
growth.
• Dogs, or more charitably called pets, are units with low market share in a
mature, slow-growing industry. These units typically "break even", generating
barely enough cash to maintain the business's market share. Though owning
a break-even unit provides the social benefit of providing jobs and possible
synergies that assist other business units, from an accounting point of view
such a unit is worthless, not generating cash for the company. They depress
a profitable company's return on assets ratio, used by many investors to
judge how well a company is being managed. Dogs, it is thought, should be
sold off.
• Question marks (also known as problem child) are growing rapidly and thus
consume large amounts of cash, but because they have low market shares
they do not generate much cash. The result is a large net cash
consumption. A question mark has the potential to gain market share and
become a star, and eventually a cash cow when the market growth slows. If
the question mark does not succeed in becoming the market leader, then
after perhaps years of cash consumption it will degenerate into a dog when
the market growth declines. Question marks must be analyzed carefully in
order to determine whether they are worth the investment required to grow
market share.
• Stars are units with a high market share in a fast-growing industry. The hope
is that stars become the next cash cows. Sustaining the business unit's
market leadership may require extra cash, but this is worthwhile if that's
what it takes for the unit to remain a leader. When growth slows, stars
become cash cows if they have been able to maintain their category
leadership, or they move from brief stardom to dogdom.[citation needed]
As a particular industry matures and its growth slows, all business units become either cash cows
or dogs. The natural cycle for most business units is that they start as question marks, then turn
into stars. Eventually the market stops growing thus the business unit becomes a cash cow. At
the end of the cycle the cash cow turns into a dog.
31. What is pricing?
Pricing is the process of determining what a company will receive in

exchange for its products. Pricing factors are manufacturing cost, market
place, competition, market condition, and quality of product. Pricing is also a
key variable in microeconomic price allocation theory. Pricing is a
fundamental aspect of financial modeling and is one of the four Ps of the
marketing mix. The other three aspects are product, promotion, and place.
Price is the only revenue generating element amongst the four Ps, the rest
being cost centers.
DISCOUNTS, ADD-ONS, BUNDLING, TRADE-IN
Trade in happens when you trade an old item for a new product. It could be the
same item, item of same type (electronic goods) or completely different items (Big
Bazaar’s old news paper collection scheme).
Bundling - When 2 or more items are sold together for a price which is less than the
sum total of the individual prices, it is called bundling.
We make a difference between ADD-Ons and Bundles, based on unit measurement
The addon should be part of the same pack. For ex: 10 gms pack having 15 gms.
2 ten gram packs sold together will be called a bundle

32. 3 methods of pricing?
• Cost-plus pricing - Set the price at your production cost, including both cost of goods
and fixed costs at your current volume, plus a certain profit margin. For example, your
widgets cost $20 in raw materials and production costs, and at current sales volume (or
anticipated initial sales volume), your fixed costs come to $30 per unit. Your total cost is
$50 per unit. You decide that you want to operate at a 20% markup, so you add $10 (20%
x $50) to the cost and come up with a price of $60 per unit. So long as you have your
costs calculated correctly and have accurately predicted your sales volume, you will
always be operating at a profit.
• Target return pricing - Set your price to achieve a target return-on-investment (ROI).
For example, let's use the same situation as above, and assume that you have $10,000
invested in the company. Your expected sales volume is 1,000 units in the first year. You
want to recoup all your investment in the first year, so you need to make $10,000 profit
on 1,000 units, or $10 profit per unit, giving you again a price of $60 per unit.
• Value-based pricing - Price your product based on the value it creates for the customer.
This is usually the most profitable form of pricing, if you can achieve it. The most
extreme variation on this is "pay for performance" pricing for services, in which you
charge on a variable scale according to the results you achieve. Let's say that your widget
above saves the typical customer $1,000 a year in, say, energy costs. In that case, $60
seems like a bargain - maybe even too cheap. If your product reliably produced that kind
of cost savings, you could easily charge $200, $300 or more for it, and customers would
gladly pay it, since they would get their money back in a matter of months. However,
there is one more major factor that must be considered.
• Psychological pricing - Ultimately, you must take into consideration the consumer's
perception of your price, figuring things like:
o Positioning - If you want to be the "low-cost leader", you must be priced lower
than your competition. If you want to signal high quality, you should probably be
priced higher than most of your competition.
o Popular price points - There are certain "price points" (specific prices) at which
people become much more willing to buy a certain type of product. For example,
"under $100" is a popular price point. "Enough under $20 to be under $20 with
sales tax" is another popular price point, because it's "one bill" that people
commonly carry. Meals under $5 are still a popular price point, as are entree or
snack items under $1 (notice how many fast-food places have a $0.99 "value
menu"). Dropping your price to a popular price point might mean a lower margin,
but more than enough increase in sales to offset it.
o Fair pricing - Sometimes it simply doesn't matter what the value of the product
is, even if you don't have any direct competition. There is simply a limit to what
consumers perceive as "fair". If it's obvious that your product only cost $20 to
manufacture, even if it delivered $10,000 in value, you'd have a hard time
charging two or three thousand dollars for it -- people would just feel like they
were being gouged. A little market testing will help you determine the maximum
price consumers will perceive as fair.
33. Line Pricing
Line Pricing is the use of a limited number of prices for all product offerings of a vendor. This is
a tradition started in the old five and dime stores in which everything cost either 5 or 10 cents. Its
underlying rationale is that these amounts are seen as suitable price points for a whole range of
products by prospective customers. It has the advantage of ease of administering, but the
disadvantage of inflexibility, particularly in times of inflation or unstable prices.
34. 4 P’s and 3 new P’s?
The Marketing Mix

(The 4 P's of Marketing)
Marketing decisions generally fall into the following four controllable categories:
• Product
• Price
• Place (distribution)
• Promotion
The term "marketing mix" became popularized after Neil H. Borden published his 1964 article,
The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's
after James Culliton had described the marketing manager as a "mixer of ingredients". The
ingredients in Borden's marketing mix included product planning, pricing, branding, distribution
channels, personal selling, advertising, promotions, packaging, display, servicing, physical
handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into
the four categories that today are known as the 4 P's of marketing, depicted below:
The Marketing Mix

These four P's are the parameters that the marketing manager can control, subject to the internal
and external constraints of the marketing environment. The goal is to make decisions that center
the four P's on the customers in the target market in order to create perceived value and generate
a positive response.
Product Decisions
The term "product" refers to tangible, physical products as well as services. Here are some
examples of the product decisions to be made:
• Brand name
• Functionality
• Styling
• Quality
• Safety
• Packaging
• Repairs and Support
• Warranty
• Accessories and services
Price Decisions
Some examples of pricing decisions to be made include:
• Pricing strategy (skim, penetration, etc.)

• Suggested retail price
• Volume discounts and wholesale pricing
• Cash and early payment discounts
• Seasonal pricing
• Bundling
• Price flexibility
• Price discrimination
Distribution (Place) Decisions

Distribution is about getting the products to the customer. Some examples of distribution
decisions include:
• Distribution channels
• Market coverage (inclusive, selective, or exclusive distribution)
• Specific channel members
• Inventory management
• Warehousing
• Distribution centers
• Order processing
• Transportation
• Reverse logistics
Promotion Decisions
In the context of the marketing mix, promotion represents the various aspects of marketing
communication, that is, the communication of information about the product with the goal of
generating a positive customer response. Marketing communication decisions include:
• Promotional strategy (push, pull, etc.)

• Advertising
• Personal selling & sales force
• Sales promotions
• Public relations & publicity
• Marketing communications budget
Limitations of the Marketing Mix Framework

The marketing mix framework was particularly useful in the early days of the marketing concept
when physical products represented a larger portion of the economy. Today, with marketing
more integrated into organizations and with a wider variety of products and markets, some
authors have attempted to extend its usefulness by proposing a fifth P, such as packaging, people,
process, etc. Today however, the marketing mix most commonly remains based on the 4 P's.
Despite its limitations and perhaps because of its simplicity, the use of this framework remains
strong and many marketing textbooks have been organized around it.
Three more Ps have been added to the marketing mix namely People, Process and Physical
Evidence. This marketing mix is known as Extended Marketing Mix.
• People: All people involved with consumption of a service are important. For example
workers, management, consumers etc. It also defines the market segmentation, mainly
demographic segmentation. It addresses particular class of people for whom the product
or service is made available.
• Process: Procedure, mechanism and flow of activities by which services are used. Also
the 'Procedure' how the product will reach the end user.
• Physical Evidence: The marketing strategy should include effectively communicating
their satisfaction to potential customers.
35. What is production cost?
cost-of-production -- that the price of an object or condition is determined

by the sum of the cost of the resources that went into making
36. Porter’s five factor theory?
37. OB’s Maslow theory?

Implications for Management
If Maslow's theory holds, there are some important implications for management. There are
opportunities to motivate employees through management style, job design, company events, and
compensation packages, some examples of which follow:
• Physiological needs: Provide lunch breaks, rest breaks, and wages that are sufficient to
purchase the essentials of life.
• Safety Needs: Provide a safe working environment, retirement benefits, and job security.
• Social Needs: Create a sense of community via team-based projects and social events.
• Esteem Needs: Recognize achievements to make employees feel appreciated and valued.
Offer job titles that convey the importance of the position.
• Self-Actualization: Provide employees a challenge and the opportunity to reach their full
career potential.
38. What is brand/line
extension?
It is adding of another variety of a product to

an already established brand line of
products. For example, when a coffee
manufacturer adds decaffeinated coffee to
the same brand line of coffee products
already on the market (such as regular
coffee and instant coffee), a line extension
has been made. Line extensions do not
compete with each other, since each
answers different needs and thus appeals to
a different market.
Brand extension or brand stretching is a marketing strategy in which a firm

marketing a product with a well-developed image uses the same brand name in a
different product category.
Product extensions are versions of the same parent product that serve a segment
of the target market and increase the variety of an offering. An example of a
product extension is Coke vs. Diet Coke in same product category of soft drinks.
This tactic is undertaken due to the brand loyalty and brand awareness they enjoy
consumers are more likely to buy a new product that has a tried and trusted brand
name on it. This means the market is catered for as they are receiving a product
from a brand they trust and Coca Cola is catered for as they can increase their
product portfolio and they have a larger hold over the market in which they are
performing in.
Product lining is the marketing strategy of offering for sale several related
products. Unlike product bundling, where several products are combined into one,
lining involves offering several related products individually. A line can comprise
related products of various sizes, types, colors, qualities, or prices. Line depth
refers to the number of product variants in a line. Line consistency refers to how
closely related the products that make up the line are. Line vulnerability refers to
the percentage of sales or profits that are derived from only a few products in the
line.
The number of different product lines sold by a company is referred to as width of

product mix. The total number of products sold in all lines is referred to as length
of product mix. If a line of products is sold with the same brand name, this is
referred to as family branding. When you add a new product to a line, it is referred
to as a line extension. When you add a line extension that is of better quality than
the other products in the line, this is referred to as trading up or brand
leveraging. When you add a line extension that is of lower quality than the other
products of the line, this is referred to as trading down. When you trade down, you
will likely reduce your brand equity. You are gaining short-term sales at the expense
of long term sales.
39. What are the different types of discount and market
scheming?
Price Discounts
The normally quoted price to end users is known as the list price. This price usually is
discounted for distribution channel members and some end users. There are several types of
discounts, as outlined below.
• Quantity discount - offered to customers who purchase in large quantities.

• Cumulative quantity discount - a discount that increases as the cumulative quantity
increases. Cumulative discounts may be offered to resellers who purchase large quantities
over time but who do not wish to place large individual orders.
• Seasonal discount - based on the time that the purchase is made and designed to reduce
seasonal variation in sales. For example, the travel industry offers much lower off-season
rates. Such discounts do not have to be based on time of the year; they also can be based
on day of the week or time of the day, such as pricing offered by long distance and
wireless service providers.
• Cash discount - extended to customers who pay their bill before a specified date.
• Trade discount - a functional discount offered to channel members for performing their
roles. For example, a trade discount may be offered to a small retailer who may not
purchase in quantity but nonetheless performs the important retail function.
• Promotional discount - a short-term discounted price offered to stimulate sales.
40. Market skimming and penetration
Skim pricing attempts to "skim the cream" off the top of the market by setting a high price and
selling to those customers who are less price sensitive. Skimming is a strategy used to pursue the
objective of profit margin maximization.
Skimming is most appropriate when:
• Demand is expected to be relatively inelastic; that is, the customers are not highly price
sensitive.
• Large cost savings are not expected at high volumes, or it is difficult to predict the cost
savings that would be achieved at high volume.
• The company does not have the resources to finance the large capital expenditures
necessary for high volume production with initially low profit margins.
Penetration pricing pursues the objective of quantity maximization by means of a low price. It
is most appropriate when:
• Demand is expected to be highly elastic; that is, customers are price sensitive and the
quantity demanded will increase significantly as price declines.
• Large decreases in cost are expected as cumulative volume increases.
• The product is of the nature of something that can gain mass appeal fairly quickly.
• There is a threat of impending competition.
41. 3 V’s approach
• Define Value segment or customer

• Value proposition
• Value network that deliver services
42. ABC
Activity-based costing (ABC) is a costing model that identifies activities in an organization and
assigns the cost of each activity resource to all products and services according to the actual
consumption by each: it assigns more indirect costs (overhead) into direct costs.
In this way, an organization can precisely estimate the cost of individual products and services so
they can identify and eliminate those that are unprofitable and lower the prices of those that are
overpriced
43. Direct & Indirect cost
Direct costs are those for activities or services that benefit specific projects, e.g., salaries for
project staff and materials required for a particular project. Because these activities are easily
traced to projects, their costs are usually charged to projects on an item-by-item basis.
Indirect costs are those for activities or services that benefit more than one project. Their precise
benefits to a specific project are often difficult or impossible to trace. For example, it may be
difficult to determine precisely how the activities of the director of an organization benefit a
specific project. Indirect costs do not vary substantially within certain production volumes or
other indicators of activity, and so are considered to be fixed costs.[1]
For example, the cost of meat in a hamburger can be attributed directly to the cost
of manufacturing that product. Other costs, such as depreciation or administrative
expenses, are more difficult to assign to a specific product, and so are not
considered direct costs.
44. Brand dilution
example of brand dilution is when Starbucks puts coffee stands in grocery

stores, (in the northwest it's Safeway) which are staffed by grocery store
employees. The product is about the same quality, but the experience is
much worse
Brand dilution is the weakening of a brand though its overuse. This frequently
happens as a result of ill-judged brand extension.
45. Integrated Marketing Communications
Integrated Marketing Communications (IMC) is the coordination and integration of all

marketing communication tools, avenues, functions and sources within a company into a
seamless program that maximizes the impact on consumers and other end users at a
minimal cost.
IMC Components
• The Foundation - corporate image and brand management; buyer behavior;

promotions opportunity analysis.
• Advertising Tools - advertising management, advertising design: theoretical
frameworks and types of appeals; advertising design: message strategies and
executional frameworks; advertising media selection. Advertising also
reinforces brand and firm image.[3]
• Promotional Tools - trade promotions; consumer promotions; personal selling,
database marketing, and customer relations management; public relations
and sponsorship programs.
• Integration Tools - Internet Marketing; IMC for small business and
entrepreneurial ventures; evaluating and integrated marketing program.[4]
Importance of IMC
Several shifts in the advertising and media industry have caused IMC to develop into a primary
strategy for marketers:
1. From media advertising to multiple forms of communication.

2. From mass media to more specialized (niche) media, which are centered on
specific target audiences.
3. From a manufacturer-dominated market to a retailer-dominated, consumer-
controlled market.
4. From general-focus advertising and marketing to data-based marketing.
5. From low agency accountability to greater agency accountability, particularly
in advertising.
6. From traditional compensation to performance-based compensation
(increased sales or benefits to the company).
7. From limited Internet access to 24/7 Internet availability and access to goods
and services.
4 P's vs. 4 C's

• Not PRODUCT, but CONSUMER
You have to understand what the consumer's wants and needs are. Times have changed and you
can no longer sell whatever you can make. The product characteristics have to match the
specifics of what someone wants to buy. And part of what the consumer is buying is the personal
"buying experience."
• Not PRICE, but COST
Understand the consumer's cost to satisfy the want or need. The product price may be only one
part of the consumer's cost structure. Often it is the cost of time to drive somewhere, the cost of
conscience of what you buy, the cost of guilt for not treating the kids, etc.
• Not PLACE, but CONVENIENCE
As above, turn the standard logic around. Think convenience of the buying experience and then
relate that to a delivery mechanism. Consider all possible definitions of "convenience" as it
relates to satisfying the consumer's wants and needs. Convenience may include aspects of the
physical or virtual location, access ease, transaction service time, and hours of availability.
• Not PROMOTION, but COMMUNICATION
Communicate, communicate, and communicate. Many mediums working together to present a

unified message with a feedback mechanism to make the communication two-way. And be sure
to include an understanding of non-traditional mediums, such as word of mouth and how it can
influence your position in the consumer's mind. How many ways can a customer hear (or see) the
same message through the course of the day, each message reinforcing the earlier images? [7]
46. cannibalization
cannibalization refers to a reduction in sales volume, sales revenue, or market share of

one product as a result of the introduction of a new product by the same producer.
While this may seem inherently negative, in the context of a carefully planned strategy, it
can be effective, by ultimately growing the market, or better meeting consumer demands.
Cannibalization is a key consideration in product portfolio analysis.
For example, when Coca Cola introduced Diet Coke, a similar product, this took sales
away from the original Coke, but ultimately led to an expanded market for diet soft
drinks.
47. Carpet Bombing
For decades, if the Air Force wanted an important target destroyed, they
would use a tactic known as carpet bombing. Carpet bombing involved
using dozens (sometimes even hundreds!) of large, slow bombers to drop
millions of tons worth of bombs on the target. The idea was that even if only
10 percent of the bombs hit the target, it would still be destroyed. Mass
media advertising is the same exact thing. Marketers throw up an ad in front
of as many people as possible, hoping that maybe 10 percent of the people
who see the ad actually visit the store and, of those ten people, hopefully two
or three actually buy something. This is as inefficient as it sounds.
48. Holistic marketing
49. Customer Perceived value

- Difference between perceived benefit and perceived sacrifice
- Customer's opinion of a product's value to him or her. It may have little or nothing to do with the
product's market price, and depends on the product's ability to satisfy his or her needs or requirements.
50. Clutter
Advertising or marketing clutter refers to the large volume of advertising messages that the
average consumer is exposed to on a daily basis. This phenomenon results from a marketplace
that is overcrowded with products leading to huge competition for customers.
Marketing clutter is a major problem for marketers and advertisers, as it is becoming

increasingly difficult to be noticed using conventional mass-media. This intense competition has
led to the emergence of more innovative methods of promoting businesses such as guerrilla
marketing, viral marketing and experiential marketing.
51. Customer equity

Customer equity is the total combined customer lifetime values of all of a
company’s customers.
52. Customer relationship management
Customer relationship management (CRM) is a widely-implemented strategy for managing a

company’s interactions with customers, clients and sales prospects. It involves using technology
to organize, automate, and synchronize business processes—principally sales activities, but also
those for marketing, customer service, and technical support. The overall goals are to find,
attract, and win new clients, nurture and retain those the company already has, entice former
clients back into the fold, and reduce the costs of marketing and client service.[1] Customer
relationship management describes a company-wide business strategy including customer-
interface departments as well as other departments.
53. EDLP (Everyday low pricing)
pricing strategy that promises consumers the lowest available price without
coupon clipping, waiting for discount promotions, or comparison shopping;
also called value pricing. EDLP saves retailers the time and expense of
periodic price markdowns, saves manufacturers the cost of distributing and
processing coupons, and is believed to generate shopper loyalty.
54. Grey Market & Black Market
A grey market or gray market also known as parallel market[1] is the trade of a commodity
through distribution channels which, while legal, are unofficial, unauthorized, or unintended by
the original manufacturer. The term gray economy, however, refers to workers being paid under
the table, without paying income taxes or contributing to such public services as Social Security
and Medicare.[2] It is sometimes referred to as the underground economy or "hidden economy."
A black market is the trade of goods and services that are illegal in themselves and/or distributed
through illegal channels, such as the selling of stolen goods, certain drugs or unregistered
handguns. The two main types of grey market are imported manufactured goods that would
normally be unavailable or more expensive in a certain country and unissued securities that are
not yet traded in official markets.
1. An unofficial market where new issues of shares are bought and sold before they become
officially available for trading on the stock exchange.
2. The sale or import of goods by unauthorized dealers.
55. Gross domestic product
The gross domestic product (GDP) or gross domestic income (GDI) is the
market value of all final goods and services produced within a country in a given
period of time. It is often positively correlated with the standard of living,[1]
alternative measures to GDP for that purpose.
GDP = private consumption + gross investment + government spending + (exports

− imports)
56. LINE STRETCHING IN MARKETING
Every company product line covers a certain part of the total possible range. For example BMW
automobiles are located in the upper price range of the automobile market. Line stretching occurs
when a company lengthens its product line beyond the current product range. The company can
stretch its line down market or up market or both ways.
Down Market stretch:
A company positioned in the middle market may want to introduce a lower priced line for any of
these reasons:
1. The company may notice strong growth opportunities as mass retailers such as Wal Mart, Big
Bazaar, Best Buy and others attract a growing number of shoppers who want Value-priced
goods.
2. The company may wish to tie up lower end competitors who might otherwise try to move up
market. If the company has been attacked by low end competitor, it often decides to counter
attack by entering the low end of the market.
3. The company may find that the middle market is stagnating or declining.
57. Product line pruning

Product line pruning may also be deifned as a method of shortening the product
line by dropping a few items from the present product range.
58. Captive Product Pricing

Some product require the use of ancillary products or captive products. E.g.
Gillete razor cost low but blade cost high.
59. Niche market
A niche market is the subset of the market on which a specific product is
focusing; therefore the market niche defines the specific product features
aimed at satisfying specific market needs, as well as the price range,
production quality and the demographics that is intended to impact.
60. Point of Parity and Point of Difference
These can be utilized in the positioning (marketing) of a brand for competitive advantage via
brand/product.
In essence:
Points-of-difference (PODs) – Attributes or benefits consumers strongly associate with a brand,

positively evaluate and believe they could not find to the same extent with a competing brand i.e.
points where you are claiming superiority or exclusiveness over other products in the category.
Points-of-parity (POPs) – Associations that are not necessarily unique to the brand but may be
shared by other brands i.e. where you can at least match the competitors claimed benefits. While
POPs may usually not be the reason to choose a brand, their absence can certainly be a reason to
drop a brand.
While it is important to establish a POD, it is equally important to nullify the competition by

matching them on the POP. As a late entrant into the market, many brands look at making the
competitor's POD into a POP for the category and thereby create a leadership position by
introducing a new POD.
The assessment of consumer desirability criteria for PODs should be against:
• Relevance
• Distinctiveness
• Believability
Whilst when assessing the deliverability criteria for PODs look at their:
• Feasibility
• Communicability
• Sustainability
61. Co-branding
Co-branding, also called brand partnership[1], is when two companies form an
alliance to work together, creating marketing synergy.
Ingredient branding is special case of co-branding where it creates brand
equity for material, components or parts that are necessarily contained within
other branded products.
62. Purchasing Power Parity - PPP
Investopedia explains Purchasing Power Parity - PPP

In other words, the exchange rate adjusts so that an identical good in two different
countries has the same price when expressed in the same currency.
For example, a chocolate bar that sells for C$1.50 in a Canadian city should
cost US$1.00 in a U.S. city when the exchange rate between Canada and the U.S. is 1.50
USD/CDN. (Both chocolate bars cost US$1.00.)
63. Strategic Business Unit
Strategic Business Unit or SBU is understood as a business unit within the overall
corporate identity which is distinguishable from other business because it serves a
defined external market where management can conduct strategic planning in relation to
products and markets. The unique small business unit benefits that a firm aggressively
promotes in a consistent manner. When companies become really large, they are best
thought of as being composed of a number of businesses (or SBUs).
In the broader domain of strategic management, the phrase "Strategic Business Unit"
came into use in the 1960s, largely as a result of General Electric's many units.
These organizational entities are large enough and homogeneous enough to exercise
control over most strategic factors affecting their performance. They are managed as self
contained planning units for which discrete business strategies can be developed. A
Strategic Business Unit can encompass an entire company, or can simply be a smaller
part of a company set up to perform a specific task. The SBU has its own business
strategy, objectives and competitors and these will often be different from those of the
parent company. Research conducted in this include the BCG Matrix.
This approach entails the creation of business units to address each market in which the
company is operating. The organization of the business unit is determined by the needs of
the market.
64. VALS segmentation

Values, Attitudes, and Lifestyles System (VALS-2)
Proprietary psychographic consumer segmentation system that classifies people

into eight basic lifestyle groups on the basis of two dimensions:
resources and self-orientation.

Resource dimension includes education, income, intelligence, health, energy level,
and eagerness to purchase resources that, in general, increase from youth to
middle age decline afterwards.
Self-orientation is divided into three parts (1) Principle oriented: having set views.
(2) Status oriented: influenced by other's thinking. (3) Action oriented: seeks
activity, adventure, and variety. The eight basic lifestyle groups are (1) Actualizers,
(2) Fulfillers, (3) Believers, (4) Achievers, (5) Strivers, (6) Experiencers, (7) Makers,
and (8) Strugglers.
FINANCE MOCK INTERVIEW QUESTIONS
EBITDA
EBITDA is the initialism for earnings before interest, taxes, depreciation, and amortization.
It is a non-GAAP metric that is measured exactly as stated.
EBITDA differs from the operating cash flow in a cash flow statement primarily by excluding
payments for taxes or interest as well as changes in working capital.
EBITDA also differs from free cash flow because it excludes cash requirements for replacing
capital assets (capex).
EBITDA Margin refers to EBITDA divided by total revenue. EBITDA margin measures the
extent to which cash operating expenses use up revenue.
DSCR - Define formula. What is it?

In corporate finance, it is the amount of cash flow available to meet annual interest
and principal payments on debt, including sinking fund payments.
In general, it is calculated by:
Investopedia explains Debt-Service Coverage Ratio - DSCR

A DSCR of less than 1 would mean a negative cash flow. A DSCR of less than 1, say .95, would
mean that there is only enough net operating income to cover 95% of annual debt payments. For
example, in the context of personal finance, this would mean that the borrower would have to
delve into his or her personal funds every month to keep the project afloat. Generally, lenders
frown on a negative cash flow, but some allow it if the borrower has strong outside income.
Difference in Gross profit and gross margin
Gross margin, gross profit margin or gross profit rate is the difference
between the sales and the production costs excluding overhead, payroll, taxation,
and interest payments. Gross margin can be defined as the amount of contribution
to the business enterprise, after paying for direct-fixed and direct-variable unit
costs, required to cover overheads (fixed commitments) and provide a buffer for
unknown items.
gross profit or sales profit is the difference between revenue and the cost of
making a product or providing a service, before deducting overhead, payroll,
taxation, and interest payments.
Items in P/L Ac
Cash Flow from operations - what items?
PAT - 100% can it be profit margin? Scenarios

What ratios do we see in Construction Company?
Leverage ratios?
Any ratio used to calculate the financial leverage of a company to get an

idea of the company's methods of financing or to measure its ability to
meet financial obligations. There are several different ratios, but the main
factors looked at include debt, equity, assets and interest expenses.
Liquidity ratios
It is Class of financial metrics that is used to determine a company's

ability to pay off its short-terms debts obligations. Higher the value of the
ratio, the larger the margin of safety that the company possesses to cover
short-term debts.
If some company’s ROE increases what will you

do/check?
It might mean that the company is doing good in terms of profit or they
have reduced its equity base.
If Current ratio<1. Does this mean that the comp

performance is not good?
No, never. Current ratio should not be the only ratio for our judgment
criterion. It means that Company does not have enough cash for payment
of short term expenses.
What is the optimum debt-equity ratio?
Net income and PAT difference
No Difference
What is liquidity?
1. The degree to which an asset or security can be bought or sold in the
market without affecting the asset's price. Liquidity is characterized by a
high level of trading activity. Assets that can by easily bought or sold, are
known as liquid assets.
2. The ability to convert an asset to cash quickly. It is also known as

"marketability".
ROCE
What Does Return On Capital Employed - ROCE Mean?

It is a ratio that indicates the efficiency and profitability of a company's capital investments.
Calculated as:
Investopedia explains Return On Capital Employed - ROCE

ROCE should always be higher than the rate at which the company borrows, otherwise any
increase in borrowing will reduce shareholders' earnings.
A variation of this ratio is return on average capital employed (ROACE), which takes the
average of opening and closing capital employed for the time period
Def Tax Liability
An account on a company's balance sheet that is a result of temporary

differences between the company's accounting and tax carrying values,
the anticipated and enacted income tax rate, and estimated taxes
payable for the current year. This liability may or may not be realized
during any given year, which makes the deferred status appropriate.
Because there are differences between what a company can deduct for
tax and accounting purposes, there will be a difference between a
company's taxable income and income before tax. A deferred tax liability
records the fact that the company will, in the future, pay more income tax
because of a transaction that took place during the current period, such
as an installment sale receivable.
If the gearing as well as the DSE of the comp is

good why does the comp delay payment if interest?

CAPM Model
the capital asset pricing model (CAPM) is used to determine a

theoretically appropriate required rate of return of an asset, if that asset is
to be added to an already well-diversified portfolio, given that asset's non-
diversifiable risk
The CAPM says that the expected return of a security or a portfolio equals
the rate on a risk-free security plus a risk premium. If this expected return
does not meet or beat the required return, then the investment should not
be undertaken
Net working capital, when can it be negative?
Working capital (abbreviated WC) is a financial metric which represents

operating liquidity available to a business.
Working Capital = Current Assets

Net Working Capital = Current Assets − Current Liabilities
Positive working capital means that the company is able to pay off its
short-term liabilities. Negative working capital means that a company
currently is unable to meet its short-term liabilities with its current assets
(cash, accounts receivable and inventory).
Fundamental analysis - how do you start - how do

you check
It is a method of evaluating a security that entails attempting to

measure its intrinsic value by examining related economic, financial and
other qualitative and quantitative factors. Fundamental analysts attempt
to study everything that can affect the security's value, including
macroeconomic factors (like the overall economy and industry
conditions) and company-specific factors (like financial condition and
management).
For example, an investor can perform fundamental analysis on a bond's
value by looking at economic factors, such as interest rates and the
overall state of the economy, and information about the bond issuer, such
as potential changes in credit ratings. For assessing stocks, this method
uses revenues, earnings, future growth, return on equity, profit margins
and other data to determine a company's underlying value and potential
for future growth. In terms of stocks, fundamental analysis focuses on the
financial statements of the company being evaluated.
Types of debt
A company uses various kinds of debt to finance its operations. The
various types of debt can generally be categorized into: 1) secured and
unsecured debt, 2) private and public debt, 3) syndicated and bilateral
debt, and 4) other types of debt that display one or more of the
characteristics noted above
What is EBIT? Can it be 100%?

An indicator of a company's profitability, calculated as revenue minus expenses, excluding tax
and interest. EBIT is also referred to as "operating earnings", "operating profit" and "operating
income", as you can re-arrange the formula to be calculated as follows:
EBIT = Revenue - Operating Expenses
Pension fund deficit

Asset retirement obligation
Securitization
Securitization is the process of taking an illiquid asset, or group of assets,

and through financial engineering, transforming them into a security.
A typical example of securitization is a mortgage-backed security (MBS),

which is a type of asset-backed security that is secured by a collection of
mortgages.
Contingent Liability
Contingent liabilities are liabilities that may or may not be incurred by
an entity depending on the outcome of a future event such as a court
case. These liabilities are recorded in a company's accounts and shown in
the balance sheet when both probable and reasonably estimable.
Can operation margin be 100%?

Can PAT margin be 100%?
Why Recession? How? How is India affected?
If you are comparing FMCG and Steel industry and
if the leverage and debt covenants are same, which
industry would be concerned about?
Debt covenants, also called banking covenants or financial covenants, are agreements between a
company and its creditors that the company should operate within certain limits.
The conditions agreed to vary. A company may, for example, agree to limit other borrowing or
to maintain a certain level of gearing. Other common limits include levels of interest cover,
working capital and debt service cover.
What is the ‘time value of money’?

It is the idea that money available at the present time is worth more than
the same amount in the future due to its potential earning
capacity. This core principle of finance holds that, provided money can
earn interest, any amount of money is worth more the sooner it is
received.
It is also referred to as "present discounted value".
What is effective cost of borrowing?

What is capital budgeting? What are the various
tools used in capital budgeting?
Capital budgeting (or investment appraisal) is the planning process used to determine whether a
firm's long term investments such as new machinery, replacement machinery, new plants, new
products, and research development projects are worth pursuing. It is budget for major capital, or
investment, expenditures.
It is also known as "investment appraisal".

Many formal methods are used in capital budgeting, including the techniques such as
• Accounting rate of return

• Net present value
• Profitability index
• Internal rate of return
• Modified internal rate of return
• Equivalent annuity
What is the relationship between IRR & NPV?
What is the profitability index?
Assuming that the cash flow calculated does not include the investment made in the project, a
profitability index of 1 indicates breakeven. Any value lower than one would indicate that the
project's PV is less than the initial investment. As the value of the profitability index increases,
so does the financial attractiveness of the proposed project.
Rules for selection or rejection of a project:

• If PI > 1 then accept the project
• If PI < 1 then reject the project
What are the various discounting methods?

What is the impact of inflation on discounting?
Inflation reduces discounting rate. (Nominal-Inflation)/(1+inflation)
What are the different types of stock markets? And

how are they classified?
The financial markets can be divided into different subtypes:
• Capital markets which consist of:

o Stock markets, which provide financing through the issuance of shares
or common stock, and enable the subsequent trading thereof.
o Bond markets, which provide financing through the issuance of bonds,
and enable the subsequent trading thereof.
• Commodity markets, which facilitate the trading of commodities.
• Money markets, which provide short term debt financing and investment.
• Derivatives markets, which provide instruments for the management of
financial risk.
• Futures markets, which provide standardized forward contracts for trading
products at some future date; see also forward market.
• Insurance markets, which facilitate the redistribution of various risks.
• Foreign exchange markets, which facilitate the trading of foreign exchange.
The capital markets consist of primary markets and secondary markets. Newly formed (issued)
securities are bought or sold in primary markets. Secondary markets allow investors to sell
securities that they hold or buy existing securities.
What are derivatives? And what are the different

application of payoff profiles of futures and
options?
What are foreign currency forwards? What is

currency derivative?
What does Herfindahl index states?
The Herfindahl index (also known as Herfindahl–Hirschman Index, or HHI) is a

measure of the size of firms in relation to the industry and an indicator of the
amount of competition among them. Named after economists Orris C. Herfindahl
and Albert O. Hirschman, it is an economic concept widely applied in competition
law, antitrust[1] and also technology management.[2] It is defined as the sum of the
squares of the market shares of the 50 largest firms (or summed over all the firms if
there are fewer than 50)[3] within the industry, where the market shares are
expressed as fractions. The result is proportional to the average market share,
weighted by market share. As such, it can range from 0 to 1.0, moving from a huge
number of very small firms to a single monopolistic producer. Increases in the
Herfindahl index generally indicate a decrease in competition and an increase of
market power, whereas decreases indicate the opposite.
What are the various industries which are affected

by foreign market?
- IT & ITES
- Banking
Who issues participatory notes?

What Does Participatory Notes Mean?
Financial instruments used by investors or hedge funds that are not registered with
the Securities and Exchange Board of India to invest in Indian securities. Indian-
based brokerages buy India-based securities and then issue participatory notes to
foreign investors. Any dividends or capital gains collected from the underlying
securities go back to the investors.
What are hedge funds?

What is MCXSX?
MCX-SX is a subsidiary of Multi Commodity Exchange of India Ltd (MCX). It stands
for MCX Stock Exchange (MCX-SX).
How many national and regional stock markets?
What is the relationship between NPV & market

efficiency?
What is the relationship between hierfindahl and
NPV?
What is tacit collusion?

Tacit collusion occurs when cartels are illegal or overt collusion is
absent. Put another way, two firms agree to play a certain strategy
without explicitly saying so.
GD TOPICS FOR ASIAN PAINTS (SIP- 2009)
- Human Resource Management Vs Industrial Relations

- Smoking is banned in public places:Who is going to implement it.
- MBA in India is highly overrated.
- Cricket as a national obsession is detrimental to other sports.
- Are sales about relationship management or about numbers.
- In the celebrity endorsement is the celebrity benefits more than

the product.
- Is MBA necessary to succeed in life.
- Advertising is a waste of resources.

- Our country needs more MBA than technocrats.
- Sales is better than marketing.
INTERVIEW QUESTIONS OF ASIAN PAINTS (SIP-2009)
Candidate 1:
1.Tell me something which is not in your CV.
Candidate 2:
1.Tell me something about yourself.
2.Why should we take you?
3.How will you adjust yourself to places we place you?
4.Suppose we have a nerolac dealer you have to convert to asian
paints dealer.How will you do it?
5.What is positioning?
6.What research have you done about asian paints apart from the ppt?
7.You have participated in finance forum.Why marketing when you are
interested in finance?
8.What is product life cycle?
9.What is the concept of marketing?
10.What is brand equity?
Candidate 3:
2.What is BCG matrix?
3.What is pricing?
4.What do you understand by marketing?
5.Why do you want to pursue marketing?
6.What do you know about asian paints apart from PPT?
7.Tell me the most adverse situation in which you were and how did
you get out of it?
8.What are the four P’s of marketing?
9.What is production cost?
10.What are the concepts of marketing you have learnt?
11.Porter’s five factor theory?
Candidate 4:
1.What are the four P’s of marketing?
2.OB’s Maslow theory?
3.Tell me something about yourself which is not in your CV.
4.What work you did in NGO?
5.Personal questions from CV regarding extra curricular activities?
7.What is BCG matrix?
8.What is your passion in life?
Candidate 5:
2.Why Asian Paints?
3.If you were suppose to recruit a person how would you go about it.
4.What did you study in OB?
5.What’s the difference between attitude and personality?
6.Maslow’s hierarchy theory?
7.What is ERG theory?
8.Who proposed two factor theory?
9.Why Asian Paints?
10.How did you prepare for asian paints?
11.If not asian paints then which other companies have you applied
for?
Candidate 6:
2.Tell me the most adverse situation in which you were and how did
you get out of it?
4.4 P’s and 2 new P’s?
5.OB’s Maslow theory?
6.3 things you would tell a competitor dealer to convert him to asian
paints?
7.Suppose you are in my seat and I am in your then what you would
look for ?
8.Three areas of improvement?
9.3 methods of pricing?
10.What is discount?Pricing or promotion?
Candidate 7:
1.Brief introduction.
2.If you are self motivated then which theory of OB fits in it.
3.Personal work experience related questions.
4.Why HR?
5.You have self motivated people in team.Is your job of motivating
them over?What kind of projects you would like to do if given a choice?
6.What is the relation between HR and IR?
7.What is competency?
Candidate 8:
2.Job profile,responsibilities,academic projects,BCG matrix,market
scheming
3.What is brand/line extension.
4.What are the different types of pricing?
5.What are your hobbies?
6.Sell the product(given in the academic project of the candidate).
7.What are the different types of discount and market scheming?
Candidate 9:
1.Maslow’s theory.Two factor theory.
2.Why Asian Paints?
3.Have you reached the self actualization stage?Who do you think has
reached?
4.What innovative things have you done at IMT?
5.What all have you studied in OB?
6.Personality and job difference.
7.What is job analysis?
Candidate 10:
1.4P’s of marketing +3 extra P’s
2.Brand value,brand identity,brand definition
3.What project would you want to do?
4.BCG matrix.Where does question mark appear?
5.How to find potential market?
6.What is a product life cycle?
INTERVIEW QUESTIONS OF IMRB - CONSOLIDATED
HR QUESTION
• Tell me something about yourself which is not in your CV.

• Why IMRB?
• Why MR?
• Why you want a job in marketing?
• What did you do to pass your time during dinner?
• You have done all finance projects. So why take marketing?
• What do you do in free time? Your hobbies,family background
etc.
• Skills developed during MBA?
• Why not interested in finance?
• A switch from finance to MR?Why so?
• Your profile shows you are inclined towards Finance, why MR?
• Anything you want to ask us?
• Family Background
• Which division of IMRB and why?
• If not selected then what? Do you have any backup plans?
• How is the mood outside? FEEEDBACK??
• Schooling performance? Why poor….
• Location Preferences.
• Decreasing trend in academic performance.
• Any particular division you would like to work in.
• Why MR and not sales?
• Why you are so desperate to go to MR?
• You are good at technical skills then why take up MR?
TECHNICAL
• What is Qualitative Research?

Quantitative (e.g., statistical analysis, financial data analysis, etc)
and qualitative analysis (in-depth interviews, etc)
Qualitative marketing research is a set of research techniques,
used in marketing and the social sciences, in which data is
obtained from a relatively small group of respondents and not
analyzed with inferential statistics.
 Quantitative marketing research - generally used to draw

conclusions - tests a specific hypothesis - uses random sampling
techniques so as to infer from the sample to the population -
involves a large number of respondents - examples include
surveys and questionnaires. Techniques include choice modelling,
maximum difference preference scaling, and covariance analysis.
• Technical Questions like-scaling/cluster/MDS/factor analysis/ MR-
market analysis, conjoint analysis, etc. – E.g.
Scaling is the branch of measurement that involves the
construction of an instrument that associates qualitative
constructs with quantitative metric units. Scaling evolved out of
efforts in psychology and education to measure "unmeasurable"
constructs like authoritarianism and self esteem. In many ways,
scaling remains one of the most arcane and misunderstood
aspects of social research measurement. And, it attempts to do
one of the most difficult of research tasks -- measure abstract
concepts.
• Questions about past projects.
• Why MR not equity research?
• Why IMRB finance profile? Why not marketing?
• What techniques you have learnt in MR?
• Types of Conclusive Research
Exploratory research provides insights into and comprehension of
an issue or situation. It should draw definitive conclusions only
with extreme caution. Conclusive research draws conclusions: the
results of the study can be generalized to the whole population.
• Do you always need to conduct causal research to find the cause
effect relationship?
• Is Conjoint Analysis qualitative Analysis. Does it give conclusive
answer or not?
• Problems in MR? How to remove piracy?
• What are mean, median, mode?
• What is Kurtosis, skewness?
o Skewness is a measure of symmetry, or more precisely, the
lack of symmetry. A distribution, or data set, is symmetric if
it looks the same to the left and right of the center point.
o Kurtosis is a measure of whether the data are peaked or flat
relative to a normal distribution. That is, data sets with high
kurtosis tend to have a distinct peak near the mean, decline
rather rapidly, and have heavy tails. Data sets with low
kurtosis tend to have a flat top near the mean rather than a
sharp peak. A uniform distribution would be the extreme
case.
• Relate ‘brand equity’ to ‘y=mx+c’
Brand equity refers to the marketing effects or outcomes that
accrue to a product with its brand name compared with those
that would accrue if the same product did not have the brand
name [1][2][3][4]. And, at the root of these marketing effects is
consumers' knowledge. In other words, consumers' knowledge
about a brand makes manufacturers/advertisers respond
differently or adopt appropriately adept measures for the
marketing of the brand [5][6]. The study of brand equity is
increasingly popular as some marketing researchers have
concluded that brands are one of the most valuable assets that a
company has[7]. Brand equity is one of the factors which can
increase the financial value of a brand to the brand owner,
although not the only one [8]. Elements that can be included in the
valuation of brand equity include (but not limited to): changing
market share, profit margins, consumer recognition of logos and
other visual elements, brand language associations made by
consumers, consumers' perceptions of quality and other relevant
brand values.
• Which website shows overlapping divisions?
• What is the difference between ‘z’ test and ‘t’ test?
• Why is the no.30 criteria of ‘t-test’ so significant?
• What is stratified sampling/quota sampling/clustered sampling?
• What are the different types of scales?
• Male and female-is it a type of scale?If yes why?
• Ad Infinitum – Temptation to keep adding variable in cross
tabulation
• Technical questions like-what is a normal curve?What is a slope?
How you relate normal curves with marketing?
• Are there other forms of market research other than
surveys?
• When do you use qualitative research over quantitative

research?
• How would you do about researching on a sample

comprising of business executives working in an
organization?
• What is random sampling?
All samples of the same size have an equal chance of being selected from the
population.
• How do you check the validity of internet sample?

• What is validity (sample validity)?
• What is standard deviation? How does it help in the

context of market research?
• What kinds of studies are done before launching a

product? What would be the research objective?
• What is conjoint analysis? How is it carried out? Is it only

rankings that we get from conjoint analysis?
• What is the typical application of discriminant analysis?
• State any application of logistic regression?
• How many divisions does IMRB have? What are they?
• How is advertising effectiveness measured for print media

and television media?
• What is CPM?
• How do you calculate TRP?
• What is the population base on which TRP is calculated?
• Define an interval scale?
• In consumer research which scale is more common-

interval scale or ratio scale?
• What are the advantages of using different scales?
• Which scale is most flexible in terms of data analysis?
• How many types of scales are there?
• If one is selling soap, how would one define his target

audience?
ANALYTICAL QUESTIONS
• Let’s say Pepsi is losing its market share to Coke in a particular
cluster, say Banadra in Mumbai. You as a researcher tell me what
is the information you will collect and from whom if you have to
tell Pepsi why they are losing market share.
• Showed Data:
High Middle Low
Incom Incom Incom
e e e
%age of households where 30 50 66
housewives go to shop for
rice
Why this decreasing trend?
• options given:
a. Launch a premium brand of Peter England.
b. Launch South Indian McDonald.
c. Convert Air India into Kingfisher.
d. One more similar option.
o Choose which option you would like to do and why?
• Suppose sales of Surf Excel are declining. What kind of research
you would like to do.
• Case:-Fertilised company optimistic about growth
• Stock prices are declining. Carry out the best research.
• FIFA 2008 Market potential? How would you research?
• Past data/ forecasting/ piracy …?
o Case: - “mobile + internet + satellite connection”
o Say 10 uses/applications so that it can be sold to the
marketer?
• ‘Super Rice’ case-further analysis. Why lesser women go to buy
rice when they are from high end segment?
• Situation:A hindi version launch of operating system.What are the
problems in targeting the software?
• Case:-Internet Penetration is not high while mobile penetration is
very high. So what steps the government should take?
• Case on ‘mobile,internet,satellite connector.’You are supposed to
market it.Give 10 points of its usability.
• What is your take on marriage?Do women make good managers?
• Where would you like to work?Technological clients or service
oriented clients?
• 3.’Stock Market Case’.What do you study?What are the flaws?
Why changes are needed?
• Your take on stock markets.
INTERVIEW QUESTIONS OF IMRB
Candidate 1:
1. Tell me something about yourself which is not in your CV.
2.How much u succeeded in asian paints?Then why you did not except
the offer?
3.Technical Questions like-scaling/cluster/MDS/factor analysis.
4.Case given,asked to study and solve.Looked for analytical approach,
5.Questions about family,dad’s business.Why you did not join dad’s
business?
6.Questions about past projects.
7.Anything you want to ask us.
The candidate had worked with IMRB
Candidate 2:
1.Tell me something about yourself which is not in your CV
2.Why MR not equity research?
3.Why IMRB finance profile?Why not marketing?
Case:-Fertilised company optimistic about growth
Candidate 3:
2.Your profile shows you are inclined towards Finance, why MR?
3.What techniques you have learnt in MR?
4.What is Conjoint Analysis? Give an example.

5.Lets say Pepsi is losing its market share to Coke in a particular
cluster, say Banadra in Mumbai. You as a researcher tell me what is
the information you will collect and from whom if you have to tell Pepsi
why they are losing market share.
6.Tell me about your family.

1. Locational Preferece.
2. Decreasing trend in academic performance.
3. Any particular division you would like to work in.
4. What is Qualitative Research?
5. Showed Data:
High Income Middle Income Low Income
%age of house 30 50 66
holds where
housewives go
to shop for rice
Why this decreasing trend?
7.Any thing you want to ask us?
Candidate 4:
1.Why MR?
2.4 options given:

a.Launch a premium brand of Peter England.
b.Launch South Indian McDonald.
c.Convert Air India into Kingfisher.
d.One more similar option.
Choose which option you would like to do and why?
2.Suppose sales of Surf Excel are declining. What kind of research you
would like to do.
3.Stock prices are declining. Carry out the best research.
4.Family Background.
5.Types of Conlusive Research
6.Which division of IMRB and why?
7.If not selected then what? Do you have any backup plans?
8.Do you always need to conduct causal research to find the cause
effect relationship.
9.Is Conjoint Analysis qualitative Analysis. Does it give conducive

answer or not?
Candidate 5:
1.LAN gaming – online. (1 st prize).
2.HR: - like speed? Regnault?
3.FIFA 2008 Market potential? How would you research?
4.Past data/ forecasting/ piracy …?
5.Problems in MR? How to remove piracy?
6.HR: - family? Business?
7.How is the mood outside? FEEEDBACK??
8.Schooling performance? Why poor….
General overview: - not technical, not taxing. Question generated from
answers given by candidates.
Candidate: 6
1.Tell about yourself, not in the CV.

2.HR related questions:-
3.Who are you?
4.What family?
5.What business?
6.Why IMRB?
7.Technical questions: - MR- market analysis, Conjoint analysis, etc.
Case: - “mobile + internet + satellite connection”
Say 10 uses/applications so that it can be sold to the marketer?
Candidate 7:
1.What did you do to pass your time during dinner?
2. Tell me something about yourself which is not in your CV.
3.You have done all finance projects.So why take marketing?
4.You were in placecom,so you have experience of selling,then why not
go into sales?
5.Why MR?Why IMRB?
6. .Do you have any location or any department preferences?
7.Why not Mumbai?
‘Super Rice’ case-further analysis.Why lesser women go to buy rice
when they are from high end segment?
8.Would you pursue MR?
(talked about leaving it by mistake)
Candidate 8:
1.What are mean,median,mode?
2.Situation:A hindi version launch of operating system.What are the
problems in targeting the software?
3. Tell me something about yourself.
4.Which location you would like to work at?
5.Do you have any question?
Candidate 9:
2.Question fron CV-ANN Project.What is the difference between
artificial and neural network?
3. .What are mean,median,mode?
4.What is Kurtosis skewness?
Case:-Internet Penetration is not high while mobile penetration is very
high.So what steps the government should take?
5.Why IMRB?
6.Why MR and not sales?
7.Do you have any location or any department preferences?
8.Why you are so desperate to go to MR?
9.You are good at technical skills then why take up MR?
10. .Do you have any question?
11.Which website shows overlapping divisions?
12.What is the difference between ‘z’ test and ‘t’ test?
13.Why is the no.30 criteria of ‘t-test’ so significant?
Candidate 10:
1. .Tell me something about yourself.
2.What do you do in free time?Your hobbies,family background etc.
3.Questions about hobby of singing in details.
4.Skills developed during MBA?
5.Asks about internet.New launches by Microsoft/explorers.
6.What is stratified sampling/quota sampling/clustered sampling?
7.What are the different types of scales?
8.Male and female-is it a type of scale?If yes why?
9.Why IMRB?Why MR?
10. Do you have any location or any department preferences?
11.’Super Rice’ case surface explanation.
Candidate 11:
2.Why IMRB?Why MR?
3.Case on ‘mobile,internet,satellite connector.’You are supposed to
market it.Give 10 points of its usability.
4.What is your take on marriage?Do women make good managers?
5.Where would you like to work?Technological clients or service
oriented clients?
6.Why you want a job in marketing?
7.Why you refused ‘Leo Brunette’ PPO?
8.Questions about family background.
Candidate 12:
1.What is kurtoisis,skewness?
2.’Rice’ case linked to MR
3.’Stock Market Case’.What do you study?What are the flaws?Why
changes are needed?
4. Tell me something about yourself.
5.Your take on stock markets.
6.Why not interested in finance?
7.Why IT?
8.Why IMRB?
9. . Do you have any location or any department preferences?
10.Do you have any question for the panel?
11.Can we change departments?
Answers-difficult to change.
12.Relate ‘brand equity’ to ‘y=mx+c’
13.You have a background of economics+finance.Then why take up
marketing?
14.Why in stock broking?’Research project basic in finance’
15.Questions from family background
Candidate 13:
1.Technical questions like-what is a normal curve?What is a slope?How
you relate normal curves with marketing?
2. Do you have any location or any department preferences?
3. .Why IMRB?Why MR?
4.A switch from finance to MR?Why so?
5.Would you pursue MR for long?
The topics for the GDs conducted by SBI for the Final Placements of
Batch
2007-09, were :
1) Who says MNCs are superior to Indian Companies?
2) My vision of India as Economic Superpower by 2020.
3) Has Globalization really helped India? What are the dangers lurking
on
the horizon?
So, make the best use of this list. All the very Best!
TCS QUESTIONS
1. Tell me about yourself.

2. What projects have you done in HR?
3. What is PMS?
4. Grilled on Job performance.
5. Questions on SIP details.
6. Why do you think you could do well in HR?
7. Qualities of an HR person
8. Why HR and Marketing?
9. Why MBA after B. Tech (IT)?
10. What do you know about TCS?
11. What difference can you make to the organization as an HR
person?
12. What are the challenges to an HRM for an IT firm?
13. What are your subjects of interest and why?
14. What are your other interests and hobbies?
15. Any location preference?
CRISIL QUESTION
Rakesh
• Where did you do your SIP?

• What did you do in Credit Appraisal?
• Which is the most imp ratio?
• DSCR - Define formula. What is it?
• Construction Co. - Assets - profitability?
• EBITDA
• Gross profit and gross margin diff?
• P/L Ac items?
• Cash Flow from operations - what items?
• PAT - 100% can it be profit margin? Scenarios
• what ratios do we see in construction company?
• leverage ratios?
• liquidity ratios
• if some comp ROE increases what will you do/check?
• why marketing?
• why crisil?
• what did you do in the CA firm? Are you a CA?
• current ratio<1. does this mean that the comp perf is not good?
• what is the optimum debt-equity ratio?
• family background?
• define gross profit/net profit
• net income and PAT diff?
Sweta
• Net Cash Ac
• tell me abt yourself
• SIP? What did you do? SAIL Co.
• How did you evaluate the company?
• What were the risks in the sector?
• SAIL Probs?
• EBITDA Margin of SAIL vs. other comp
• ROCE, Def Tax Liability, what is liquidity?>
• DSCR?
• Cash flow from operations?
• why MBA after engg?
• If you were supposed to give two names except yours for the job
who would they be?
• family background
• If the gearing as well as the DSE of the comp is good why does
the comp delay payment if interest?
Sumit
• about yourself
• why CRISIL
• ROCE
• Def Tax Liab
• Cash flow from operations?
• Contents
• SIP? Analysing and comparing diff sources of fund mobilization
• US Treasury bonds & Indian bonds
• Risk Period
• CAPM Model
• Net working capital , when can it be (-)
• Current Ratio - what values - even if CR is/ why the comp is facing
liquidity crisis?
Nikita
• about family
• why not family business?
• ROCE ? Implication? NOI calculatn
• SIP? What did you learn? What solution?
• fundamental analysis - how do you start - how do you check
• from investors point of view what ratios will you check?
• DSCR
• how will you check liquidity if a comp?
• Project- 4Ps of HUL

• 4 Ps of Nirma
Mayank
• Tell me something about yourself..
• What were your projects? Sip?
• Unitech...Real Estates....What effects?
• What would be the right ratios? The perspective of toll bridge
company.
• When market fell in 2008 how did the real estate revive since
then?
• When would the revenues for the toll bridge company fall?
• Why did the pricing of commodity market rise in 2008 and when
will again? What was the reason for the same?
• DSCR-X Manufacturing and service sector..

• Capital Bearing ratio-Y In which case will you be more
alarmed?
• Why Crisil?
• Family?
Karan
• What is constant net debt of a company?
• Types of debt
• What is EBIT?
• Yearning Ratio?
• Pension fund deficit?
• Asset retirement obligation?
• Securitization?
• Contingent Liability?
• Why so much difference in school , college and MBA marks?
Hemant
• Family Background?
• Business—Risk in gold and silver jewellery industry?
• What will you ask a company if all the HCs of credit are good?
• How will you analyse whether a company has a seasonal demand
or a straight demand depending upon its annual (only) balance sheet
and income statement?
Dhaval
• DSCR?
• ROCE?
• Revenue Management—Paper Presentation
• Why crisil?
• Family background
• Do you have any questions?
• Deferred tax?
Apoorv
• About yourself?
• ROCE?
• Can operation margin be 100%?
• Can PAT margin be 100%?
• Family?
• Any Questions?
o Chances of growth?
o Scope of research?
• Ressesion?—Why? How? How is India affected? (Textile)
Anas
• ROCE?
• If you are comparing FMCG and Steel industry and if the leverage
and debt covenants is same..Which industry would you be concerned
about?
• EBIT?—Can it be 100%?
• What are you learning from your job?
• Deffered tax liability?
• Family?

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Personal Question ......................................................................................................3

HR MOCK INTERVIEW Question...................................................................................5

MARKETING MOCK INTERVIEW QUESTIONS................................................................6

FINANCE MOCK INTERVIEW QUESTIONS...................................................................43

GD TOPICS For Asian Paints (SIP- 2009)...................................................................53

Interview questions of Asian Paints (SIP-2009).........................................................53

Interview Questions of IMRB - Consolidated.............................................................57

Interview Questions of IMRB.....................................................................................63

1. Tell me about yourself

2. Tell me something which is not there in your resume

3. Mention one personality who inspires you.

5. Why sales/ marketing/ finance after graduation (b.e./bsc/…)?

9. Great moments in life

11. How would you like to be remembered?

12. What do you expect to be doing in five years?

13. Tell me something about your summer internship

14. Why should we take you?

15. How will you adjust yourself to places we place you?

21. What is your passion in life?

22. Why our company?

28. What innovative things have you done at IMT?

29. What are your subjects of interest and why?

30. What was your learning in the job?

1. What is competency mapping?

MARKETING MOCK INTERVIEW QUESTIONS

Marketing is defined by the American Marketing Association (AMA) as "the activity,

Production[9] Production methods until the 1950s . A firm focusing on a production

3. What process could one use to create, communicate and

6. Can one create a metric for management decision

7. Create a breakup of awareness?

A value chain is a chain of activities for a firm operating in a specific industry.

Primary Value Chain Activities

Inbound Outbound Marketing

Value Chain Analysis

The Value System

10. What does Herzberg’s two factor theory says?

The two-factor theory (also known as Herzberg's motivation-hygiene

Two-factor theory distinguishes between:

• Motivators (e.g., challenging work, recognition, responsibility) that give

11. Take any product and classify the satisfiers and

The Herfindahl index (also known as Herfindahl–Hirschman Index, or HHI) is a measure of

15. Name some of the ads which have been recently

1- Volume of product which they promise to sell

17. Define private label products?

India's largest retailer by sales, Pantaloon Retail, too is looking at an increase of

18. What is scanner data in the context of retailing? How

It is Retail purchase information (such as price, brand, product size, amount

19. What is STP in market research?

Segmentation, Targeting, and Positioning

Market segmentation is the process of dividing a heterogeneous market into

Demographic variables essentially refer to personal statistics such as income,

Bases for segmentation in consumer market:-

Consumer market can be segmented on the following customer

Market segmentation pertains to the division of a market of consumers into

Targeting is a process of prioritizing target segments based on the firm’s core

In marketing, positioning has come to mean the process by which

Mind share, or the development of consumer awareness or popularity, is

Leading Fmcg Product Using Psychographic Segmentation

21. What is share of voice? How is it relevant to

It is Percentage of advertising for one brand in a particular product category as

22. What is GRP (Gross rating point)?

23. What is TRP (Target rating point)?