PRINCIPLES​ ​OF​ ​MARKETING 

FYBMM​ ​SEMESTER​ ​2 
 

[15​ ​MARKS] 

1.​ ​Define​ ​marketing.​ ​Explain​ ​its​ ​features.​ ​/​ ​Explain​ ​core​ ​marketing​ ​concept 

2.​ ​“The​ ​customer​ ​is​ ​not​ ​to​ ​be​ ​treated​ ​as​ ​one​ ​time-timer​ ​purchaser,​ ​but​ ​as​ ​a​ ​person​ ​who​ ​will​ ​patronise 
the​ ​brand​ ​for​ ​lifetime.”​ ​Examine​ ​the​ ​statement​ ​and​ ​explain​ ​the​ ​importance​ ​of​ ​CRM​ ​in​ ​today’s​ ​highly 
competitive​ ​marketing​ ​environment. 

3.​ ​What​ ​is​ ​marketing​ ​mix?​ ​Comment​ ​in​ ​brief​ ​upon​ ​its​ ​ingredients​ ​or​ ​inputs?​ ​(38) 

4.​ ​Discuss​ ​the​ ​stages​ ​in​ ​the​ ​product​ ​life​ ​cycle.​ ​What​ ​is​ ​the​ ​significance​ ​of​ ​Product​ ​life​ ​cycle​ ​in​ ​the 
marketing-mix​ ​and​ ​in​ ​product​ ​planning​ ​and​ ​development?​ ​(57) 

5.​ ​Critically​ ​evaluate​ ​the​ ​role​ ​of​ ​branding​ ​in​ ​the​ ​marketing​ ​of​ ​products.​ ​Discuss​ ​advantages​ ​and 
disadvantages​ ​of​ ​branding?​ ​(70) 

6.​ ​“Packaging​ ​is​ ​a​ ​marketing​ ​necessity.”​ ​Explain​ ​the​ ​statement.​ ​(76) 

7.​ ​Define​ ​a​ ​channel​ ​of​ ​distribution/​ ​marketing​ ​channels.​ ​Indicate​ ​the​ ​relative​ ​importance​ ​of​ ​different 
channels.​ ​(150) 

8.​ ​What​ ​is​ ​retailing?​ ​Discuss​ ​the​ ​types​ ​of​ ​retail​ ​formats.?​ ​(160-165) 

9.​ ​Define​ ​integrated​ ​marketing​ ​communication?​ ​What​ ​are​ ​its​ ​objectives?​ ​(184) 

10.​ ​“It​ ​is​ ​said​ ​that​ ​mother​ ​India​ ​lives​ ​in​ ​her​ ​villages”​ ​With​ ​reference​ ​to​ ​this​ ​statement​ ​explain​ ​meaning 
of​ ​Rural​ ​marketing​ ​and​ ​features​ ​of​ ​a​ ​rural​ ​market. 

11.​ ​Explain​ ​various​ ​types​ ​of​ ​E-​ ​marketing 

12.​ ​What​ ​are​ ​macro/micro​ ​factors​ ​determining​ ​marketing​ ​environment. 

13.​ ​Discuss​ ​marketing​ ​Management​ ​in​ ​present​ ​content. 

14.​ ​Outline​ ​the​ ​different​ ​types​ ​of​ ​segmentation​ ​employed​ ​in​ ​consumer​ ​markets:​ ​geographic, 
demographic,​ ​psychographic​ ​and​ ​behavioural. 
 

15.​ ​What​ ​is​ ​IMC?​ ​Explain​ ​in​ ​detail​ ​the​ ​tools​ ​of​ ​IMC?​ ​(187) 

[8/7/5​ ​MARKS] 

1.​ ​Scope​ ​of​ ​marketing. 

2.​ ​Distinguish​ ​between​ ​selling​ ​and​ ​marketing. 

3.​ ​Traditional​ ​marketing​ ​and​ ​Modern​ ​marketing. 

4.​ ​4​ ​P’s​ ​of​ ​marketing. 

5.​ ​Explain​ ​the​ ​difference​ ​between​ ​product​ ​line​ ​and​ ​product​ ​range. 

6.​ ​Brand​ ​equity​ ​versus​ ​brand​ ​loyalty. 

7.​ ​Umbrella​ ​equity. 

8.​ ​DAGMAR​ ​and​ ​AIDA 

9.​ ​Essentials​ ​of​ ​good​ ​advertising. 

10.Types​ ​of​ ​sales​ ​promotions. 

11.Difference​ ​between​ ​publicity​ ​and​ ​public​ ​relations. 

12.Qualities​ ​of​ ​a​ ​good​ ​salesman.​ ​ ​ ​(eMail)  

13.Niche​ ​marketing 

14.What​ ​is​ ​market​ ​Segmentation?​ ​What​ ​are​ ​its​ ​benefits? 

15.Pros​ ​and​ ​cons​ ​of​ ​internet​ ​marketing 

16.Types​ ​of​ ​internet​ ​marketing. 

17.Service​ ​marketing​ ​and​ ​its​ ​features. 

18.Marketing​ ​research​ ​and​ ​marketing​ ​information​ ​system. 

 

19.Discuss​ ​the​ ​different​ ​buying​ ​motives. 

20.Different​ ​types​ ​of​ ​customers.​ ​(eMail)  

21.Skimming​ ​the​ ​pricing​ ​strategy​ ​versus​ ​penetrating​ ​marketing​ ​strategy. 

22.Factors​ ​affecting​ ​pricing. 

23.Relationship​ ​marketing. 

24.Digital​ ​marketing/​ ​social​ ​media​ ​marketing. 

25.E-marketing​ ​(249) 

26.Stages​ ​in​ ​new​ ​product​ ​development​ ​with​ ​suitable​ ​examples. 

27.DAGMAR​ ​and​ ​AIDA​ ​(eMail) 

28.Psychological​ ​pricing​ ​strategy. 

29.Retailers​ ​and​ ​wholesalers 

30.E-Mail​ ​Marketing. 
Email​ ​marketing​ ​is​ ​sending​ ​a​ ​commercial​ ​message,​​ ​typically​ ​to​ ​a​ ​group​ ​of​ ​people,​ ​using​ ​email.
In​ ​its​ ​broadest​ ​sense,​ ​every​ ​email​ ​sent​ ​to​ ​a​ ​potential​ ​or​ ​current​ ​customer​ ​could​ ​be​ ​considered​ ​email
marketing.​​ ​It​ ​usually​ ​involves​ ​using​ ​email​ ​to​ ​send​ ​advertisements,​ ​request​ ​business,​ ​or​ ​solicit​ ​sales​ ​or
donations,​ ​and​ ​is​ ​meant​ ​to​ ​build​ ​loyalty,​ ​trust,​ ​or​ ​brand​ ​awareness.​ ​Email​ ​marketing​ ​can​ ​be​ ​done​ ​to​ ​either
sold​ ​lists​ ​or​ ​a​ ​current​ ​customer​ ​database.​ ​Broadly,​ ​the​ ​term​ ​is​ ​usually​ ​used​ ​to​ ​refer​ ​to​ ​sending​ ​email
messages​ ​with​ ​the​ ​purpose​ ​of​ ​enhancing​ ​the​ ​relationship​ ​of​ ​a​ ​merchant​ ​with​ ​its​ ​current​ ​or​ ​previous
customers,​ ​to​ ​encourage​ ​customer​ ​loyalty​ ​and​ ​repeat​ ​business,​ ​acquiring​ ​new​ ​customers​ ​or​ ​convincing
current​ ​customers​ ​to​ ​purchase​ ​something​ ​immediately,​ ​and​ ​adding​ ​ads​ ​to​ ​email​ ​messages​ ​sent​ ​by​ ​other
companies​ ​to​ ​their​ ​customers.Email​ ​marketing​ ​is​ ​said​ ​to​ ​be​ ​one​ ​of​ ​the​ ​strongest​ ​marketing​ ​channels​ ​.​ ​And
it​ ​can​ ​be,​ ​if​ ​backed​ ​by​ ​an​ ​effective​ ​email​ ​marketing​ ​strategy.

An​ ​email​ ​marketing​ ​strategy​ ​is​ ​part​ ​of​ ​your​ ​overall​ ​marketing​ ​strategy​ ​and​ ​business​ ​plan.​ ​It​ ​helps​ ​you
market​ ​your​ ​products​ ​and​ ​services​ ​with​ ​the​ ​use​ ​of​ ​the​ ​email​ ​channel​ ​with​ ​the​ ​best​ ​chances​ ​for​ ​making​ ​a
profit​ ​and​ ​reaching​ ​your​ ​goals.​ ​That​ ​is​ ​because​ ​an​ ​effective​ ​email​ ​marketing​ ​strategy​ ​takes​ ​into
consideration​ ​what​ ​your​ ​target​ ​customers​ ​are,​ ​their​ ​preferences​ ​and​ ​benefits​ ​they​ ​are​ ​looking​ ​for​ ​as​ ​well
as​ ​your​ ​products​ ​services​ ​and​ ​industry​ ​and​ ​which​ ​email​ ​marketing​ ​messages​ ​are​ ​most​ ​effective.