Marketing Management QB: Part - A

Marketing Management QB
Part – A
1. Explain customer driven organization

2. Explain socially responsible marketing
3. Define undifferentiated marketing
4. Explain co-branding
5. What is perceived-value pricing ?
6. Explain habitual buying behaviour
7. Define Mass Customization
8. Differentiate Push Promotion Strategy from Pull Promotion Strategy
9. Define Marketing Intelligence System
10. Identify any four disadvantages of Online Marketing Research
11. What is marketing ?
12. What are the factors affecting marketing environment ?
13. What is promotion mix ? Mention promotion mix elements
14. Define brand
15. What are the different types of buying behaviour ? Mention the paramenter used to
classify these types
16. Expand MIS and MDSS
17. What are the applications of marketing research ?
18. What are the stages in marketing research process ?
19. What is a worldwide information system ?
20. Name any four companies involved with web based marketing programmes
21. What is product concept ?
22. What is a global environment ?
23. Define introduction stage of PLC
24. What are the socio economic factors in segmentation ?
25. Who is an industrial buyer ?
26. What is service marketing ?
27. What is marketing research ?
28. Who is a satisfied customer ?
29. What is on-line marketing ?
30. What is marketing challenge ?
31. What are the basic features of modern concepts of marketing ?
32. What are the elements brand ?
33. What are the different stages of Product Life Cycle ?
34. List out the different functions of channels of distribution
35. List out the steps involved for price determination process
36. What are the classification of Market Research Problems ?
37. List out the economic implications of advertising
38. Identify any four disadvantages of on-line Market Research
39. Identify any two web based marketing programmes
40. What are the various competition variables which may affect Marketing Strategy ?
41. Explain internal marketing
42. What is demarketing ?
43. What is Brand Equity ?
44. Define benefit segmentation
45. Explain Interactive Advertising
46. What is impulse buying ?
47. What is niche marketing ?
48. Explain e-CRM
49. What is a boy cart ?
50. Give any four essentials of a well designed web page
51. What are the five ingredients which form the core of the marketing system ?
52. What are the five major decisions when a firm thinks of entering into globalized
environment ?
53. What are the steps in the planning and development of a new product ?
54. List out the ingredients of promotion mix
55. What are the peculiar features of services create challenges and opportunities to the
service marketers ?
56. What do you mena by cross-cultural consumer analysis ?
57. List out the steps involved in the market research process
58. What are the contents of the marketing research report ?
59. Identify any four advantages of online marketing research
60. List out any two web based marketing programmes
61. What is customer value triad ?
62. Differentiate customization from customerization
63. Differentiate belief from attitude
64. What is geoclustering ?
65. Differentiate “market skimming” from “market penetration” pricing
66. What is product bundling ?
67. What is a marketing audit ?
68. Differentiate selling concepts from marketing concepts
69. What are the different types of sampling ?
70. What is concept development in the new product development process ?
Part – B
1. The data base of NAZ international – a five star hotel based at Chennai reveals, a
declining trend as regards the number of customers preferring the hotel. The
management is seriously concerned about this problem, and they are for initiating some
reactive measures to improve the situation. Assume that, on this background you have
been consulted. Give your views / suggestions to the management on the following
aspects:
a. The extent of competition, complex and challenges that prevail in the Indian
hotel industry.
b. The approaches towards customer acquisition and retention
c. Designing segment specific customer care programmes.
2. (a) (i) Discuss the major challenges of performing marketing functions, in a rapidly
changing global environment.
(ii) Discuss the relationship between marketing and other functional areas in
designing and delivering Total Customer Satisfaction
(or)
(b) (i) Explain any four different product life cycle pattern. Substantiate your answer
with suitable examples drawn from Indian Consumer Products Market.
(ii) A brand new cool drink manufacturer would like to position the cool drink in the
major cities of India. Suggest any four Positioning Options.
3. (a) (i) How does marketing to organization differ from that of individual ? Also, based on
your undertaking of organizational buyer behaviour, evolve a marketing plan to market
any one industrial product item to any one organization of your choice.
(ii) Discuss brand image and brand equity relationship by drawing examples from
FMCG items available in the Indian Market.
(or)
(b) (i) Discuss the impact of life style analysis, in the marketing mix decisions. Relate
your answer to Indian readymade garments industry.
(ii) Discuss the significance of store loyalty. What are your suggestions to improve
loyalty score of a large scale chain store dealing with food products ?
4. (a) Write notes on

i. Brand Personification
ii. Diffusion Process
iii. Interactive Advertisements
iv. e-CRM
(or)
(b) Write notes on
i. Value Chain
ii. Computing lost customer value
iii. Call center
iv. Channel conflict
5. (a) (i) What key strategic issues are faced by traditional “bricks-and-mortar” retailer such
as Wal-Mart, Kumart and Office Depot when they go online to sell products ?
(ii) Providing customer service appears to be one of the primary challenges for
Internet marketers. What implication does this have for their “bricks-and-mortar”
companies ?
(or)
(b) What are the objectives for pricing decisions ? What methods are used to arrive at
pricing decision when the market is competitive ?
6. (a) Choose a company of your choice and explain how micro environmental factors
affect its operations
(or)
(b) Discuss the role and importance of marketing department with other functional
areas in an organization
7. (a) Suggest suitable strategies for growth and maturity stage of PLC
(or)
(b) Explain the new product development process with suitable examples
8. (a) Discuss the factors affecting the consumer buying behaviour in Indian context
(or)
(b) What are the distinctive characteristics of services as opposed to goods ? Explain the
additional three marketing mix elements in services marketing
9. (a) Explain marketing research process with suitable examples.

(or)
(b) Explain CRM with suitable examples. Why is it important in modern day business
context ?
10. (a) Explain marketing concept and compare with selling concept. Give examples.
(or)
(b) Disucss marketing environment in today’s competitive world.
11. (a) Explain brand management practices in India

(or)
(b) Discuss the important features of skimming pricing. Give examples.
12. (a) What are the factors that determine customer satisfaction ? Explain.
(or)
(b) Discuss service marketing with particular reference to commercial banks
13. (a) State the plan to carry out brand preferences study with suitable examples.
(or)
(b) Explain the contents in a marketing research report with subdivisions
14. (a) Discuss online marketing process and its future in India.
(or)
(b) What are the emerging opportunities and challenges to a marketer of consumer
durables ?
15. Explain the factors that determine buyer behaviour and also examine the importance of
consumer behaviour
16. (a) Define market segmentation. What are the bases of market segmentation ?
(or)
(b) (i) Outline the different steps in the development process of a new product
(ii) What factors influence the sales promotion mix ?
17. (a) (i) Discuss the various internal and external factors that influence the pricing strategy
of a firm
(ii) List out and explain the pricing policies for the new consumer product
(or)
(b) What are the objectives of sales promotion ? Explain the various sales promotion
devices
18. (a) (i) Discuss what are the criteria adopted for evaluating the effectiveness of
advertisement
(ii) List out and explain the various elements of marketing research
(or)
(b) Explain the importance of market research and describe the steps to be taken for
conducting market research
19. (a) (i) Explain why a new product fails ?

(ii) Describe the three alternatives used in positioning a product to the market
(or)
(b) Write short notes on :
(i) Impact of information technology on market decision
(ii) Diffusion process
(iii) On-line marketing
20. Explain the different positioning strategies. Consider any four FMCG items and discuss
the positioning strategies adopted by the marketers
21. (a) (i) Explain the significance of pricing decision
(ii) You have been consulted to determine the price for a brand new personal
computer. What is the price strategy you suggest and explain why ?
(or)
(b) (i) Explain the emerging trend in retailing
(ii) What methods do you propose to enhance the retail store image of a mid size
textile shop specializing in children’s wear ?
22. (a) (i) Discuss the factors influencing customer satisfaction in relation to hospital service
(ii) Discuss the relationship between satisfaction and loyalty. Is a satisfied customer
always a loyal customer ? Give your arguments.
(or)
(b) Develop a suitable research design to study the impact of a television commercial in
the purchace behaviour. Relate your answer to the product of your choice.
23. (a) Discuss the significance of understanding customer perception. What strategy do you
suggest to change the perceptions of customers ? Relate your answer to MNC’s soft
drink market
(or)
(b) Consider the Indian cell phone market and perform a competitor analysis
24. (a) Discuss how I.T. influence marketing decisions

(or)
(b) Discuss the emerging trend and challenges as applicable to Indian consumer goods
industry in the context of globalized marketing environment

Marketing Management QB: Part - A

Uploaded by

Copyright:

Available Formats

Marketing Management QB: Part - A

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Management QB: Part - A

Uploaded by

Copyright:

Available Formats

Marketing Management QB

1. Explain customer driven organization

4. (a) Write notes on

(b) Write notes on

9. (a) Explain marketing research process with suitable examples.

(b) Disucss marketing environment in today’s competitive world.

11. (a) Explain brand management practices in India

(b) Discuss the important features of skimming pricing. Give examples.

(b) Discuss service marketing with particular reference to commercial banks

(b) Explain the contents in a marketing research report with subdivisions

(ii) What factors influence the sales promotion mix ?

19. (a) (i) Explain why a new product fails ?

24. (a) Discuss how I.T. influence marketing decisions

You might also like