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Unit - I
1. What is marketing?
Marketing is an organizational function and a set of process for creating, communicating
and delivering value to customers and for managing customer relationship in ways that benefit
the organization and its stakeholders.
3. What is Consumerism?
Refers to the consumer movement to seeking, to protect and inform consumers
4. Define customization.
It means offering customized, personalized and tailor made products or services.
Sl No Marketing Selling
1 Marketing starts with the buyer Selling starts with the seller
2 Seeks to convert customer needs Seeks to convert products in to
in to a products cash
3 Views business as a „customer Views business as a goods
satisfying process‟ producing process‟
4 Consumer determines price Cost determines price
5 Emphasis on innovation in every Emphasis on staying with the
sphere; on providing better existing technology and
technology. reducing costs.
Need:
Want and Demand
Value and satisfaction
2.Explain briefly about the Marketing Mix to which marketing decisions can be carried out.
4P's of the marketing mix Proposition for the services industry. The 4Ps of the marketing mix can
be discussed as:
Product
Price
Place
Promotion
3. Discuss about the Market environment that affect or affected by the organization
decision
The internal environment is generally controllable, and is discussed in other parts of this text. The
external environment is components that are not controlled by the marketing manager or the
organization.
Internal factor, these involve (5M's) Management, Manpower, Machine, Material and Money
External factors, these include Macro factor and micro factors. Macro factors are the
one that affect the organization indirectly, these are PESTLE
Social-cultural
Technological environment
Economic environment
Political and Legal
5. Discuss about the Marketing strategies adopted under various competitive positions:
• Market Leader
• Market Challenger
• Market Follower
• Market Nicher
PESTLE analysis stands for - Political, Economic, Sociological, Technological, Legal, and
Environmental.
MOST Analysis:
a) Mission
b) Objective
c) Strategy
d) Tactics
Resource Analysis
Resource analysis helps identify the strengths and weakness of an
Organization. Resources fall into following main categories:
Financial - Available funds and capacity to raise funds for new ventures.
Human - Ability to use/scale existing staff or change by outsourcing, partnerships
etc.
Physical - Available infrastructure, suppliers, assets, IT systems etc and ability
to raise new if required.
Intangible - Brand recognition, Reputation, Goodwill are the main factors.
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Unit - II
2 Marks
1. What is strategy?
„A unified, comprehensive and integrated plan designed to assure that the basic objectives of the
enterprise are achieved‟ - William F. Glueck
13 Marks
6. What are the Characteristics of Services marketing and explain its strategies
Characteristics:
Intangibility
Inseparability
Variability
Perishability
Strategies:
Dealing with intangibility of services
Dealing with inseparability of services
Dealing with Heterogeneity of services
Dealing with inventory of services
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Unit – III
2 Marks
1. What is segmentation?
The act of dividing a market into smaller groups of buyers with distinct needs,
characteristics, or behaviors who might require separate products and/or marketing mixes.
6. What is Customerization?
Customerization combines operationally driven mass customization with customized
marketing in a way that empowers consumers to design the product and service offering of their
choice.
8. What is positioning?
Positioning is the act of designing the company’s offering and image to occupy a
distinctive place in the minds of target market.
Point of parity is the associations that are not necessarily unique to the brand but may intact
be shared with other brands.
13 Marks
Importance:
Starting point of marketing programme
Influence on the marketing activities
Customer satisfaction
Ensures profitability of the product
Prediction of profit
Successful production and marketing
Characteristics:
Mass communication process
Informative in action
Persuasive in act
Competitive Act
Paid for
Identified sponsor
Non Personal presentation
Objectives:
To increase demand
To educate the masses
To build brand preference
To build Goodwill
To support salesman
To enter new geographical area
To inform about changes in marketing mix.
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Unit – IV
2 Marks
13 Marks
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Unit – V
2 Marks
8. Define E-Marketing?
E-Marketing describes company effort to inform buyers, communicate, promote, and sell its
products and services over internet.
15. What are the different research instruments used in marketing research?
1. Questionnaire 2. Qualitative measures (attitude), 3. Mechanical devices (audio visual)
13 Marks
1. Components of MIS
Internal Marketing environment
Marketing intelligence system
Marketing research system
Analysis and processing of information / analytical marketing system
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