AMITY SCHOOL OF DISTANCE LEARNING

Post Box No. 503, Sector!!

No"#$ % &0'303
M$r(et")* M$)$*e+e)t
Ass"*)+e)t A
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1. Define Marketing Management. Discuss the various management philosophies. Explain
how the marketing and selling are contrasted and briefly explain the societal marketing
concept.
2. Explain the various factors influencing a companys marketing strategy with the help of
suitable examples.
. !hat is marketing research" Discuss the marketing research process with the help of
an example. #riefly explain the different sources of data.
$. !hat do you mean by productivity analysis" Differentiate between productivity analysis
and profitability analysis. !hat are the different steps in the direct and indirect
approaches to marketing budgeting"
%. !rite short notes on any three of the following
a& 'elative Market (otential
b& )ompetitive (arity *nalysis
c& #asic Elements of a Marketing +trategy
d& (roduct ,ife )ycle
e& Market +egmentation
M$r(et")* M$)$*e+e)t
Ass"*)+e)t B
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1. a &!hat do you mean by media scheduling" Explain the procedure for evaluating
advertising programes with the help of suitable examples.
b& Define sales promotion and discuss the different elements of promotion-mix with the help
of suitable examples.
2. Discuss the marketing plan for a consumer product of your choice and briefly explain the
marketing planning process.
. !rite short notes on.
1
a& (roduct (ositioning
b& #randing
c& )'M
d& /nternet marketing

CASE ST0DY
M$r(et Se*+e)t$t"o)1M$)2s F$"r)ess
0he male fairness segment industry is pitched at around 's. 2%1 crore and the industry is
growing at a scorching 1%1 percent per year. 0he industry evidently has woken up to the fact that
the metro-sexual and has a large appetite for beauty 2the industry expression is 3male grooming3&
products4 particularly driven by a desire to look as fair as the fairer +E5.
*#) )ompany recently launched 67'88M (,9+6 the first men6s fairness cream and claims that
the market feedback is highly positive and encouraging. /t is now planning an extension of
37'88M (,9+3 to products /ike bleaches4 shaving creams4 ,otions etc. :itherto men used
fairness cream ;bleach that were available in parlour packs. +ubse<uent research showed that
men prefer bleach of their own with its own fragrance and specific skin type formulations4
especially branded ones.
3/est"o)s
2a& +uggest bases for segmentation of market for 7room (lus products.
2b& Discuss the importance of packaging in marketing of the above (roduct range.
2c& +uggest a suitable (romotion-Mix for creating awareness of the above range of products.
M$r(et")* M$)$*e+e)t
Ass"*)+e)t C
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T"c( +$r( 456 t7e +ost $88ro8r"$te $)s,er
1. 0he selling concept focuses on -
a& (roducts
b& )ustomer needs
c& Markets
d& =one of the above
2. Market means -
a& 0he set of actual and potential sellers of a product
b& 0he set of actual and potential buyers of a product
c& #oth buyers and sellers
d& =one of the above
2
. #)7 stands for -
a& #oston consumer groups
b& #oston credit groups
c& #oston consultancy group
d& #oth 2a& and 2b&
$. Marketing-mix elements are -
a& (roduct4 (rice4 (lace and customers
b& (roduct4 (rice4 (lace and (romotion
c& (roduct4 (rice4 (lace and (hysical Distribution
d& #oth 2b& and 2c&
%. Diversification means -
a& * strategy for company growth by starting up or ac<uiring businesses outside the
companys current products and markets.
b& * stage for company growth and starting up or ac<uiring other companies and
their products
c& * unit which deals in many products and services
d& #oth 2b& and 2c&
>. +#9 stands for -
a& +tate #ank of 9ttaranchal
b& +trategic #usiness 9nit
c& +emi #rand 9nits
d& =one of the above
?. Market segmentation is -
a& 0he process of classifying customers intro groups4 each with different needs4
characteristics or behaviors.
b& 0he process of classifying the markets into groups4 each with same needs and
characteristics
c& 0he process of making the dealers and distributors happy about the products
d& =one of the above
@. +trategic control means -
a& * critical review of the companys overall production effectiveness
b& * critical review of the companys overall financial effectiveness
c& * critical review of the companys overall marketing effectiveness
d& =one of the above
A. )hanges in income is -
a& *n economic environment factor
b& * political environment factor
c& * socio-cultural environment factor
d& #oth 2b& and 2c&
11. +tatus is -
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a& 0he general life-style given by the society
b& 0he general esteem given to a role by society
c& 0he symbol in the market
d& =one of the above
11. 0he first step in strategic planning is -
a& Defining the company mission
b& Designing the marketing programs
c& Designing the #usiness (ortfolio
d& =one of the above
12. 0he $)s in the marketing-mix tactical tool kit are -
a& )ustomer4 cost4 convenience and curve
b& )ustomer4 cost4 convenience and coverage
c& )ustomer4 cost4 convenience and communication
d& =one of the above
1. (romotion-mix elements are -
a& (rice4 advertising4 publicity and sales promotion
b& *dvertising4 personal selling4 sales promotion and publicity
c) (ersonal selling4 strategy4 advertising and publicity
d& #oth 2a& and 2c&
1$. Marketing productivity audit includes -
a& (roducts4 price and distribution analysis
b) (rofitability analysis and cost-effectiveness analysis
c& *dvertising and sales force analysis
d& #oth 2a& and 2c&
1%. Demography is -
a& 0he study of human population in terms of siBe4 density4 location4 age4 gender4
race4 occupation and other statistics
b& 0he study of the marketing plans
c& 0he study of all the activities in the organiBation
d& =one of the above
1>. * sample is a -
a& +egment of the area in the market
b& +egment of the population selected to represent the population as a whole
c& (art of the data
d& #oth 2a& and 2c&
1?. 0he two types of sales forecasts are -
a& /ndustry and the market sales forecasts
b& /ndustry and the price forecasts
c& /ndustry and the company sales forecasts
d& =one of the above
4
1@. (C)M stands for -
a& (ercentage and value cost margin
b& (ercentage-variable contribution margin
c& (ercentage-value cost margin
d& #oth 2a& and 2c&
1A. /nventory turnover is -
a& 7ross margin;price
b& +ales;cost
c& +ales;average value of inventory
d& #oth 2a& and 2b&
21. 0he product is now more widely known and the sales grow rapidly is the stage of-
a& /ntroduction stage
b& Maturity stage
c& 7rowth stage
d& Decline stage
21. 0he $ stages in the (,) are -
a) 7rowth4 introduction4 maturity and new
b& /ntroduction4 growth4 maturity and decline
c& /ntroduction4 decline4 new product4 growth
d& #oth 2a& and 2c&
22. 0he new product development process starts with -
a& +creening
b& /dea generation
c& (roduct development
d& =one of the above
2. 0he process of creating and developing product specifications that optimiBe the function4
value and appearance of a product is -
5
a& (roduct design
b& Market design
c& /ndustrial design
d& =one of the above
2$. +etting a price at or near competitive levels is -
a& (enetration pricing
b& (arity pricing
c& )ompetition pricing
d& #oth 2a& and 2c&
2%. /n advertising4 7'( stands for -

a& 7rand rating points
b& 7rowth rating points
c& 7ross rating points
d& =one of the above
2>. /nventory cost is -
a& *nnual sales;inventory turnover 5 inventory carrying cost
b& 0otal sales;inventory carrying cost
c& 0otal cost;annual cost
d& #oth 2b& and 2c&
2?. 0he systematic design4 collection4 analysis4 and reporting of data relevant to a specific
marketing situation facing an organiBation is -
a& Market research
b) Marketing research
c& (roduct research
d& #oth 2a& and 2c&
2@. /n collecting primary data4 the two main research instruments are -
a& Mechanical devices and the telephonic conversation
b& Duestionnaire and the mechanical device
c& Duestionnaire and the telephonic conversation
d& =one of the above
2A. CM+ stands for -
a& Certical marketing system
b& Certical management system
c& Calue marketing system
d& Certical measuring system
1. * descriptive thought that a person has about something is called
a& /dea
b& #elief
c& Calue
d& Description
1. 0he collection of businesses and products that make-up the company is -
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a& (roduct portfolio
b& #usiness portfolio
c& Market portfolio
d& #oth 2a& and 2c&
2. 0wo or more outlets that are commonly owned and controlled are -
a& #usiness stores
b& )hain stores
c& (roducts
d& =one of the above
. 0he practice of using the established brand names of two different companies on the
same product is -
a& #randing
b& 'e-branding
c& )o-branding
d& =one of the above
$. 0he set of basic values4 perceptions4 wants and behaviors learned by a member of
society from family and other important institutions is known as -
a& )ulture
b& +ub-culture
c& *ttitude
d& =one of the above
%. 0he total combines customer lifetime values of all of the companys customers is called -
a& (roduct e<uity
b& )ustomer e<uity
c& Market e<uity
d& #oth 2a& and 2c&
>. )'M stands for -
a& )ost recovery management
b& )ustomer role in management
c& )ustomer relationship management
d& =one of the above
?. *dding a standard markup to the cost of the product is -
a& Differentiated pricing
b& )ost-plus pricing
c& )ost only pricing
d& =one of the above
@. :uman wants that are backed by buying power are called -
a& (roducts
b& Demands
c& Markets
d& #oth 2a& and 2c&
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A. +tocking the product in as many outlets as possible is called -
a& Extensive distribution
b& /nclusive distribution
c& /ntensive distribution
d& =one of the above
$1. /n marketing4 M/+ stands for -
a& Management information system
b& Marketing information system
c& Market idea system
d& MaEor information system
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