Marketing Management II

How much do you remember from Marketing

Management I ???

This courses assessment includes:

Assessment Item

Weight %

Mid Term Exam

20

End term Exam

40

Quizzes

10

Class Participation/ Reflective Notes

10

Marketing Plan Report

10

Slice of Marketing Plan Presentation

10

Let us review MM1

1. Marketing is a------------ process
a)
b)
c)
d)

Societal
Elementary
Political
Commercial

2. Which of the following is a key marketing task?

a)
b)
c)
d)

Choosing value
Designing value
Communicating value
All of the above

Think about what value and value creation mean in marketing.

Think about how Jabong.com, myntra and flipkart are creating value
for their customers?

3.Which of the following is not a stakeholder in a business:

a)
b)
c)
d)

Members of media
Suppliers
Customers
Regulators

Think about how the different type of stakeholders are effected by :

business closure, declining profits, stagnant sales, high growth?

4. The basic difference between want and demand is created by:

a)
b)
c)
d)

Feeling of deprivation
Requirement of the product
Willingness to buy
Ability to purchase

Do we in marketing focus on wants or demands?????

Can we ignore wants?

5. The product concept focus is on:

a)
b)
c)
d)

Customer needs
Product quality
Product supply
Customer value

Think about why product concept may or may not be good for an organization
Contrast it to production concept.

6. Which of the following are not part of a firms macro environment?

a)
b)
c)
d)

Cultural
Technological
Regulatory
Political

Think about how changes in this environment impact the industry and
the firm???

7. Which of the following is not a part of the firms micro environment?

a)
b)
c)
d)

Investors
Employees
Suppliers
Customers

Why is grip over micro environment necessary???

What does micro environment signify???

8. Demographics is a study of:

a)
b)
c)
d)

Population characteristics
Culture
Buying habits
None

why is a sound understanding of demographic changes necessary for a

Marketer?
recall the major changes in the demographic environment?

9. Portfolio of a firm consist of many businesses which are called:

a)
b)
c)
d)

Strategic Business Units

B CG Matrix
enterprises
None of the above

Why are business portfolios critical to be managed effectively?

10. A firms decision to grow business very different from its current
Line of activity is called:
.
.
.
.

Integrated growth
Intensive growth
Diversification growth
None of the above

Under what conditions does a business wish to grow beyond its market?

11. A group of people that a consumer does not wish to reference

Is called:
a)
b)
c)
d)

Aspirational reference group

Membership reference group
Dissociative reference group
None of the above

How do marketers use reference groups for promoting their brands??

12. Psychographic segmentation deals with diving customers into

different segments on the basis of their :
a)
b)
c)
d)

Attitudes
Lifestyles and values
Cultural backgrounds
Income

13. Complex buying behaviour is exhibited by consumers when :

a)
b)
c)
d)

brand differentiation is low and consumer involvement is low

brand differentiation is low and consumer involvement is high
brand differentiation is high and consumer involvement is high
None of the above

What is involvement?
What is the connection between brand differentiation and involvement?

14. The category of people who adopt an innovation at the

end are called:
a)
b)
c)
d)

Late majority
Laggards
Pioneers
Early majority

What is the significance of the above categories??

15.Which of the following are the buying situations in B2B

markets:
a)
b)
c)
d)

Straight re-buy
Modified re-buy
New task
All of the above

16. In order to be attractive a market segment must be:

a)
b)
c)
d)

Measurable
Accessible
Substantial
All of the above

Which of the above is most critical?

17.The other name for mass marketing is:

a)
b)
c)
d)

Full market coverage

Multiple segments
Single segments
Mass customization

What is mass customization?

How is mass customization becoming possible?

18. Savlons claim that it does not sting as an antiseptic liquid

created its:
a)
b)
c)
d)

Point of parity
Point of differentiation
Competitive frame of reference
None of the above

19.The width of a firms product mix is defined by its:

a)
b)
c)
d)

Product variants
Number of product lines
Similarity in product lines
None of the above

20. At which stage of PLC are the profits lowest:

a)
b)
c)
d)

Introduction
Growth
Maturity
decline

21. Value based pricing starts with the :

a)
b)
c)
d)

Companys cost
Customer
Competitors
None of the above

22.The dependence on channel members to drive sales is

greater in
a)
b)

Push strategy
Pull strategy

23. Which of the following channels are most expensive:

a)
b)
c)
d)

internet
retailers
distributors
companys sales force

24. Promotion mix consists of :

a)
b)
c)
d)

-------------------------------------------------------------

25. AIDA stands for --------------------------------------------------------------------

Holistic

marketing
Core competency
SBU
BCG Matrix- what are cash cows?
Ansoffs growth matrix
New product in existing market?
Existing product in existing market?

Demographic

segmentation
Psychographic segmentation
Benefit based segmentation
Targeting
product specialization vs. market specialization
Niche marketing

MM 2 focuses on strategy formulation, implementation and control

Let us review the outline of a marketing plan