Marketing Management-2A


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Q1: In what- way is the knowledge of the Indian consumer environment a prerequisite for marketers in the design and development of suitable marketing plans? Discuss.

Q2: To fight against dowry system, the Government of a state approaches you as a leading social marketing firm to alleviate and curb this menace. Prepare a complete social marketing proposal outlining the four Ps and how they will be applied to the programme.

Q3: Distinguish between Market Segmentation and Product Differentiation. Describe the bases that you will use in segmenting the market for the following products:

(i) Hair dryer

(ii) Low calorie sweetener

Q4: What is consumer behavior? Explain briefly the various factors influencing consumer behavior taking example of any consumer durable of your choice.

Q6: Briefly explain the various steps in the consumer decision making process. Do all consumer decisions involve these steps? Justify your answer. Describe the steps in the consumer decision making process in each of the following cases.

Case Study

Pint sized Purifier

Water purification (households) market in India is slowly becoming competitive with the introduction of Aquaguard in a big way. Zero-B is another brand which has been in the market for the last few years. It also offers portable models (tumblers). New brands are also entering the market. Aquapen, a pocket sized water purifier was launched in 1997 at a cost of Rs. 594. The product works on a 6V battery and has a LED indicator which flashes every five seconds to indicate the product is operational. The purification process lasts for about 50 seconds. A battery lasts for about 5000 glasses. The company planned to retail the product at around 50,000 outlets and had planned an advertising budget of Rs. 5 crores.

Taking into account, the other brands in this market, formulate a detailed marketing plan for Aquapen addressing the following issues:

a) Specify the target segment you would select for Aquapen.
b) What will be its positioning?
c) Identify the media strategy to reach out to the target segments.
d) Comment on the distribution strategy.

Assignment – C

Q1. Which of the following statements is correct?

Marketing is the term used to refer only to the sales function within a firm

Marketing managers usually don’t get involved in production or distribution decisions

Marketing is an activity that considers only the needs of the organization, not the needs of society as a whole

Marketing is 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

Q2. The term marketing refers to:

New product concepts and improvements

Advertising and promotion activities

A philosophy that stresses customer value and satisfaction

Planning sales campaigns

Q3. A marketing philosophy summarized by the phrase “a good product will sell itself is characteristic of the____period.





Q4. In the relationship marketing firms focus on___relationships with___.

Short term; customers and suppliers

Long term; customers and suppliers

Short term; customers

Long term; customers

Q5. The Coca Cola organization is an official sponsor of the Olympics. The firm is engaging in:

Place marketing

Event marketing

Person marketing

Organization marketing

Q6. Which of the following is NOT an element of the marketing mix?



Target market


Q7. The term “marketing mix” describes:

A composite analysis of all environmental factors inside and outside the firm

A series of business decisions that aid in selling a product

The relationship between a firm’s marketing strengths and its business weaknesses

A blending of four strategic elements to satisfy specific target markets

Q8. Diversification is best described as which of the following?

Existing products in new markets

Existing products in existing markets

New products for new markets

New products for existing markets

Q9. Market expansion is usually achieved by:

More effective use of distribution

More effective use of advertising

By cutting prices

All of the above are suitable tactics

Q10. A market with which of the following characteristics would generally be less competitive?

High barriers to entry

Lots of potential substitutes exist

Strong bargaining power among buyers

Strong bargaining power among suppliers

Q11. Marketing decision makers in a firm must constantly monitor competitors’ activities-their products, prices, distribution, and promotional efforts-because

The competitors may be violating the law and can be reported to the authorities

The actions of competitors may threaten the monopoly position of the firm in its industry

The actions of competitors may create an oligopoly within an industry

New product offerings by a competitor with the resulting competitive variations may require adjustments to one or more components of the firm’s marketing mix

Q12. When looking at consumer income, marketers are most interested in

Discretionary income

Deferred income

Inflationary income

Disposable income

Q13. Today’s marketers need

Neither creativity nor critical thinking skills

Both creativity and critical thinking skills

Critical thinking skills but not creativity

Creativity but not critical thinking skills

Q14. Political campaigns are generally examples of-

Cause marketing

Organization marketing

Event marketing

Person marketing

Q15. Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of-



Product development


Q16. Toyota’s Prius and Honda’s hybrid Civic are examples of technological products inspired by-

Style considerations in the Japanese automobile industry

Social pressure to develop more fuel-efficient vehicles with fewer dangerous emissions

The desire of many engineers to simply make interesting products

The realization that Japanese people didn’t need large, high-speed cars

Q17. ___is the collection and interpretation of information about forces, events, and relationships that may affect the organization.

Environmental scanning

Stakeholder analysis

Market sampling

Opportunity analysis

Q18. Assume you are in charge of the politically-mandated process of converting the economy of a developing African nation from state-controlled to market-driven business ventures. Your ability to control___will most likely determine the future success of the country and its government.

The culture



Competitive environment

Q19. Which of the following is typically NOT a result of recognizing the importance of ethnic groups by marketers?

Use of an undifferentiated one-size-fits-all marketing strategy

Different pricing strategies for different groups

Variations in product offerings to suit the wants of a particular group

Study of ethnic buying habits to isolate market segments

Q20. Early adopters of which opinion leaders are largely comprised of and tend to be

Generalized; that is, they tend to lead the group on most issues

More likely to buy new products before their friends do and voice their opinions about them

From the upper class; people from other classes are more likely to be followers

Quiet, withdrawn people who don’t make fashion statements or take risks easily

Q21. An imbalance between a consumer’s actual and desired state in which recognition that a gap or problem needs resolving is called–

Motive development

An attitudes

A self-concept

Product Evolutions

Q22. According to Maslow’s Hierarchy of Needs theory, the need for fulfillment, for realizing one’s own potential, and for fully using one’s talents and capabilities are examples of___needs.





Q23. Strategic marketing planning establishes the-

Resource base provided by the firm’s strategy

Economic impact of additional sales

Tactical plans that must be implemented by the entire organization

Basis for any marketing strategy

Q24. The strategic marketing planning process begins with-

The writing of the mission statement

The establishment of organizational objectives

The formulation of a marketing plan

Hiring a senior planner

Q25. Which of the following is a strategic marketing planning tool?

The market share/market growth (BCG) matrix

The consumer scanning model

A market vulnerability/business opportunity matrix

Market sheet analysis

Q26. These objectives are often employed in mature markets as firms/products enter a decline phase. The goal is to maximize short-term profits and stimulate a positive cash flow.

Harvest objectives

Divest objectives

Hold objectives

Growth objectives

Q27. These objectives are often the most suitable when firms operate in a market dominated by a major competitor and where their financial resources are limited





Q28. Market expansion is usually achieved by:

More effective use of distribution

More effective use of advertising

By cutting prices

All of the above are suitable tactics

Q29. Diversification is best described as which of the following?

Existing products in new markets

Existing products in existing markets

New products for new markets

New products for existing markets

Q30: When companies make marketing decisions by considering consumers’ wants and the long-run interests of the company, consumer, and the general population, they are practicing which of the following principles?

Innovative marketing

Consumer-oriented marketing

Value marketing

Societal marketing

Q31. The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives is called-

Marketing strategy

Marketing control

Marketing analysis

Marketing implementation

Q30. The total number of items that the company carries within its product lines refers to the of the product mix.





Q33. The use of price points for reference to different levels of quality for a company’s related products is typical of which product-mix pricing strategy?

Optional-product pricing

Captive-product pricing

By-product pricing

Product line pricing

Q34.___is a strategy of using a successful brand name to launch a new or modified product in a new category.


Line extension

Brand extension


Q35. The fact that services cannot be stored for later use or sale is evidence of their-




Perish ability.

Q36.___is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

The promotion mix

Integrated international affairs

Integrated marketing communications

Integrated demand characteristics

Q37. The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the:

Decline stage.

Introduction stage.

Growth stage.

Maturity stage.

Q38. If Honda uses its company name to cover such different products as its automobiles, lawn mowers, and motorcycles, it is practicing which of the following strategies?

New brand strategy

Line extension strategy

multi-brand strategy

Brand extension strategy

Q39. The___holds that consumers will favor products that are available and highly affordable (therefore, work on improving production and distribution efficiency).

Product concept

Production concept

Production cost expansion concept

Marketing concept

Q40. When producers, wholesalers, and retails act as a unified system, they comprise a

Conventional marketing system

Power-based marketing system

Horizontal marketing system

Vertical marketing

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