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Assignment - A
Question 1. Define Marketing Management. Discuss the various management
philosophies. Explain how the marketing and selling are contrasted and briefly
explain the societal marketing concept.
Question 3. What is marketing research? Discuss the marketing research process with
the help of an example. Briefly explain the different sources of data.
Assignment - B
Question 1a) What do you mean by media scheduling? Explain the procedure for
evaluating advertising programes with the help of suitable examples.
Question 1b) Define sales promotion and discuss the different elements of promotion-
mix with the help of suitable examples.
Question 2. Discuss the marketing plan for a consumer product of your choice and
briefly explain the marketing planning process.
Case Study
Market Segmentation-Man's Fairness
The male fairness segment industry is pitched at around Rs. 250 crore and the industry is
growing at a scorching 150 percent per year. The industry evidently has woken up to the fact
that the metro-sexual and has a large appetite for beauty (the industry expression is “male
grooming”) products, particularly driven by a desire to look as fair as the fairer SEX. ABC
Company recently launched ‘GROOM PLUS’ the first men's fairness cream and claims that
the market feedback is highly positive and encouraging. It is now planning an extension of
“GROOM PLUS” to products Iike bleaches, shaving creams, Lotions etc. Hitherto men used
fairness cream /bleach that were available in parlour packs. Subsequent research showed that
men prefer bleach of their own with its own fragrance and specific skin type formulations,
especially branded ones.
Question (a) Suggest bases for segmentation of market for Groom Plus products.
Question (b) Discuss the importance of packaging in marketing of the above Product
range.
Question (c) Suggest a suitable Promotion-Mix for creating awareness of the above
range of products.
Assignment - C
1. The selling concept focuses on -
a) Products
b) Customer needs
c) Markets
d) None of the above
2. Market means -
a) The set of actual and potential sellers of a product
b) The set of actual and potential buyers of a product
c) Both buyers and sellers
d) None of the above
5. Diversification means -
a) A strategy for company growth by starting up or acquiring businesses outside the
company's current products and markets.
b) A stage for company growth and starting up or acquiring other companies and their
products
c) A unit which deals in many products and services
d) Both (b) and (c)
7. Market segmentation is -
a) The process of classifying customers’ intro groups, each with different needs,
characteristics or behaviors.
b) The process of classifying the markets into groups, each with same needs and
characteristics
c) The process of making the dealers and distributors happy about the products
d) None of the above
9. Changes in income is -
a) An economic environment factor
b) A political environment factor
c) A socio-cultural environment factor
d) Both (b) and (c)
10. Status is -
a) The general life-style given by the society
b) The general esteem given to a role by society
c) The symbol in the market
d) None of the above
15. Demography is -
a) The study of human population in terms of size, density, location, age, gender, race,
occupation and other statistics
b) The study of the marketing plans
c) The study of all the activities in the organization
d) None of the above
16. A sample is a -
a) Segment of the area in the market
b) Segment of the population selected to represent the population as a whole
c) Part of the data
d) Both (a) and (c)
23. The process of creating and developing product specifications that optimize the function,
value and appearance of a product is -
a) Product design
b) Market design
c) Industrial design
d) None of the above
27. The systematic design, collection, analysis, and reporting of data relevant to a specific
marketing situation facing an organization is -
a) Market research
b) Marketing research
c) Product research
d) Both (a) and (c)
28. In collecting primary data, the two main research instruments are -
a) Mechanical devices and the telephonic conversation
b) Questionnaire and the mechanical device
c) Questionnaire and the telephonic conversation
d) None of the above
31. The collection of businesses and products that make-up the company is -
a) Product portfolio
b) Business portfolio
c) Market portfolio
d) Both (a) and (c)
32. Two or more outlets that are commonly owned and controlled are -
a) Business stores
b) Chain stores
c) Products
d) None of the above
33. The practice of using the established brand names of two different companies on the same
product is -
a) Branding
b) Re-branding
c) Co-branding
d) None of the above
34. The set of basic values, perceptions, wants and behaviors learned by a member of society
from family and other important institutions is known as -
a) Culture
b) Sub-culture
c) Attitude
d) None of the above
35. The total combines customer lifetime values of all of the company's customers is called -
a) Product equity
b) Customer equity
c) Market equity
d) Both (a) and (c)
36. CRM stands for -
a) Cost recovery management
b) Customer role in management
c) Customer relationship management
d) None of the above
38. Human wants that are backed by buying power are called -
a) Products
b) Demands
c) Markets
d) Both (a) and (c)