Marketing Management

Q.1 Briefly describe the concept of Marketing? How does it differ from the concept of Sales? Support your answer with relevant examples.

Q.2 Write a short note on (a) Product Concept (b) Production Concept. What are the advantages of Product Concept over Production Concept? Support your answer with examples.

Q.3 What are the techniques available for Sales Forecasting?

  

Q.4 Briefly describe the product strategy of a company planning to introduce the product in a monopolistic market? Support your answer with assumptions and examples.

Q.5 What is your understanding of TQM? How does it impact the overall marketing strategy of an organization?

Q.6 Critically evaluate the statement "Distribution makes or breaks the success quotient of the product".

Q.7 As a marketing manager of an FMCG firm, how would you use the concept of Product Life Cycle to support your long-term strategy?

Q.8 "Understanding the consumer is the key to a successful marketing strategy". Do you agree with this statement? Support your answer with relevant examples.

Assignment B
Case Study
A Company was marketing water purifiers which were very popular due to their quality and after sales services provided to the customers.  The company was a leading company in the market and earning huge profits.  Because of huge profits, the company ignored the after sales services.  As a result, its relations with customers got spoiled and the image of the company was damaged in the public.  The top management became concerned when the profits for the current quarter fell steeply.  On analysis, it was revealed that ignoring the after sales services was its reasons.  Therefore, the company took all possible measures to protect and promote its favorable image in the eyes of the public.  As a result, the goodwill of the company improved in the society.

Answer Section
Q.No 1: Name and state the communication tool used by the marketer in the above case to improve its image.

 
Q.No 2: What are the reasons for dissonance in the minds of the consumers? How would an organization use the theory of Marketing to regain the confidence of the consumers?

Q.No 3: What are the tools available to measure the impact of marketing strategies? Take the reference of the above case to support your answer.

Assignment C

Marketing Management is the _________ of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value.
 (A): Art
 (B): Science
 (C): Art and science
 (D): None of the above

Marketers operate in which marketplaces:
 (A): Consumer and business
 (B): Global and non-profit
 (C): Both 1 and 2
 (D): None of the above

Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefits the organization and its stakeholder's definition is given by
 (A): Philip Kotler
 (B): The American Marketing Association
 (C): The Association of National Advertisers
 (D): Peter Drucker

With online advertising program,_________, the companies can reach customers and grow business
 (A): AdWords
 (B): AdSense
 (C): AdCity
 (D): AdAlpha

There is always, one can assume, be need for some selling, But the aim of marketing is to make selling superfluous said by
 (A): Philip Kotler
 (B): The American Marketing Association
 (C): The Association of National Advertisers
 (D): Peter Drucker

Marketing people market ______ types of entities
 (A): 2
 (B): 4
 (C): 8
 (D): 10

Marketing people market following entities
 (A): Goods
 (B): Services
 (C): Experiences
 (D): All of the above

At a fast-food restaurant, what is marketed?
 (A): Goods
 (B): Services
 (C): Concepts
 (D): Option 1 and 2

By orchestrating several services and goods at places like amusement park and theme restaurant, a firm markets
 (A): Services
 (B): Events
 (C): Experiences
 (D): None of the above

In the software industry, Bangalore is positioned as the
 (A): Silicon Valley of India
 (B): Tech city of India
 (C): Power Hub city
 (D): Engineering City of India

In the tourism industry, Kerala is marketed as
 (A): God's own country
 (B): Heritage city
 (C): Orange city
 (D): Mango city

Indian Government is marketing India as a tourist destination through the ___________ advertisement campaign
 (A): Credible India
 (B): Incredible India
 (C): Gateway to backwaters
 (D): Gateway of India

Properties are ________ rights of ownership of either real property or financial property
 (A): Tangible
 (B): Intangible
 (C): Tangible as well intangible
 (D): None of the above

"Sense and Simplicity" is the marketing campaign of
 (A): Philips
 (B): Sony
 (C): Videocon
 (D): Tesco

A marketer is a person who seeks a response, a purchase, a vote, attention from another party, called the
 (A): Prospect
 (B): Seller
 (C): Firm
 (D): Management

Marketers are responsible for __________
 (A): Supply management
 (B): Demand management
 (C): Both 1 and 2
 (D): None of the above

When consumers dislike a product and are even ready to pay a price to avoid it is known as:
 (A): Latent demand
 (B): Nonexistent demand
 (C): Negative demand
 (D): Declining demand

When customers share a strong need that cannot be satisfied by an existing product, it is:
 (A): Latent demand
 (B): Unwholesome demand
 (C): Nonexistent demand
 (D): Full demand

When consumers are attracted to products that have undesirable social consequences, it is
 (A): Full demand
 (B): Unwholesome demand
 (C): Overfull demand
 (D): Negative demand

Resource markets can be classified into:
 (A): Raw material markets and labor markets
 (B): Labor markets and money market
 (C): Raw material market, labor market and money market
 (D): None of the above

As per marketers, which of the following statement is correct?
 (A): Sellers constitute the industry and buyers constitute the market
 (B): Sellers constitute the market and buyers constitute the industry
 (C): Sellers constitute the market as well as industry
 (D): Buyers constitute the market as well as industry

Which of the following statement is true about rural marketing?
 (A): Rural Marketing consists of marketing of only inputs to the rural market
 (B): Rural Marketing consists of marketing of only outputs from the rural markets to other geographical areas
 (C): Rural Marketing consists of marketing of inputs to the rural market as well as well as marketing of outputs from the rural markets to other geographical areas
 (D): All of above are false

The set of benefits that a company offers to its customers for satisfying their needs is known as
 (A): Product proposition
 (B): Value proposition
 (C): Price proposition
 (D): None of the above

The intangible value proposition is made physical by an offering, which can be
 (A): a combination of products and services
 (B): a combination of services and information
 (C): a combination of information and experiences
 (D): a combination of product, services, information and experiences

Value can be defined as the sum of the perceived tangible and intangible costs and benefits to customers and is a combination of
 (A): quality and service
 (B): Service and price
 (C): Quality, service and price
 (D): None of the above

In marketing terms, "QSP" stands for
 (A): Quality, service and price
 (B): Quality, service and product
 (C): Quality, sales and product
 (D): Quality, sales and prices

Value ______ with quality and service and ______ with price.
 (A): Increases, decreases
 (B): increases, increases
 (C): Decreases, increases
 (D): Decreases, decreases

The marketer uses _____________ to display, sell, or deliver the physical product or service to the buyer or user.
 (A): Communication channel
 (B): Distribution channel
 (C): Service Channel
 (D): None of the above

When a firm acquires its peers or expands downstream or upstream, its objective is to
 (A): Capture a higher percentage of Supply Chain Value
 (B): Capture a higher percentage of Demand Chain Value
 (C): Option 1 and 2
 (D): None of the above

The broad environment consists of
 (A): Demographic environment, economic environment and physical environment
 (B): Technological environment, political-legal environment and social-cultural environment
 (C): Option 1 and 2
 (D): None of the above

The societal forces that spawned the Information Age have resulted in
 (A): Many new consumer capabilities
 (B): Many new company capabilities
 (C): Many new consumer and company capabilities
 (D): None of the above

As per the production concept, businesses concentrates on
 (A): High product efficiency
 (B): Low costs
 (C): Mass distribution
 (D): All of the above

The organizations that make use of product concept focus 
 (A): Quality performance
 (B): Low costs
 (C): Mass distribution
 (D): All of the above

Marketing focuses on the need of _______
 (A): buyer
 (B): Seller
 (C): Buyer and Seller
 (D): None of the above

In proactive marketing orientation, an organization focuses on
 (A): customer's latent needs
 (B): Customer's expressed needs
 (C): Both 1 and 2
 (D): None of the above

Holistic Marketing incorporates:
 (A): Relationship marketing and integrated marketing
 (B): Internal marketing and performance marketing
 (C): Both 1 and 2
 (D): None of the above

Brand and customer equity is an element of
 (A): Relationship marketing
 (B): Integrated marketing
 (C): Internal marketing
 (D): Performance marketing

Select the theme of integrated marketing
 (A): Many different marketing activities communicate and deliver value
 (B): When coordinated, marketing activities maximize their joint effects
 (C): Both 1 and 2
 (D): None of the above

Internal marketing requires _________ alignment with senior management and _________ alignment with other departments, so everyone appreciates, understands and supports the marketing efforts.
 (A): Vertical, horizontal
 (B): Horizontal, vertical
 (C): Vertical, vertical
 (D): Horizontal, horizontal

Financial accountability and Social responsibility marketing are a part of
 (A): Relationship marketing
 (B): Integrated marketing
 (C): Internal marketing
 (D): Performance marketing