MARKETING MANAGEMENT

Assignment A


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.
3 . What is marketing research? Discuss the marketing research process with the help of an
example. Briefly explain the different sources of data.
4 . What do you mean by productivity analysis? Differentiate between productivity analysis and
profitability analysis. What are the different steps in the direct and indirect approaches to marketing
budgeting?
5 . What do you mean by media scheduling? Explain the procedure for evaluating advertising
programes with the help of suitable examples.
6 . Define sales promotion and discuss the different elements of promotion-mix with the help of
suitable examples.
7 . Discuss the marketing plan for a consumer product of your choice and briefly explain the
marketing planning process.
8 . Write short notes on any three of the following

a) Relative Market Potential
b) Competitive Parity Analysis
c) Basic Elements of a Marketing Strategy
d) Product Life Cycle
e) Market Segmentation



















Assignment B
Case Detail :

Please read the case study given below and answer questions given at the end.


CASE STUDY
Market SegmentationMans 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.

1.

Suggest bases for segmentation of market for Groom Plus products
2.
Discuss the importance of packaging in marketing of the above Product range.
3.Suggest a suitable Promotion-Mix for creating awareness of the above range of products.














Assignment C
Question No. 1 Marks - 10

The selling concept focuses on -


Options

Products
Customer needs
Markets
None of the above

market means -


Options

The set of actual and potential sellers of a product
The set of actual and potential buyers of a product
Both buyers and sellers
None of the above
Question No. 4 Marks - 10

Marketing-mix elements are -


Options

Product, Price, Place and customers
Product, Price, Place and Promotion
Product, Price, Place and Physical Distribution
Both (b) and (c)

Question No. 5 Marks - 10

Diversification means -


Options

A strategy for company growth by starting up or acquiring businesses outside the companys current products and markets.
A stage for company growth and starting up or acquiring other companies and their products
A unit which deals in many products and services

Both (b) and (c)

Question No. 6 Marks - 10

SBU stands for -


Options

State Bank of Uttaranchal
Strategic Business Unit
Semi Brand Units
None of the above

Question No. 7 Marks - 10

Market segmentation is -


Options

The process of classifying customers intro groups, each with different needs, characteristics or behaviors.
The process of classifying the markets into groups, each with same needs and characteristics
The process of making the dealers and distributors happy about the products
None of the above

Question No. 8 Marks - 10

Strategic control means -


Options

A critical review of the companys overall production effectiveness
A critical review of the companys overall financial effectiveness
A critical review of the companys overall marketing effectiveness
None of the above

Question No. 9 Marks - 10

Changes in income is -


Options

An economic environment factor
A political environment factor
A socio-cultural environment factor
Both (b) and (c)

Question No. 10 Marks - 10

Status is -


Options

The general life-style given by the society
The general esteem given to a role by society
The symbol in the market
None of the above

uestion No. 11 Marks - 10

The first step in strategic planning is -


Options

Defining the company mission
Designing the marketing programs
Designing the Business Portfolio
None of the above

Question No. 12 Marks - 10

The 4Cs in the marketing-mix tactical tool kit are -


Options

Customer, cost, convenience and curve
Customer, cost, convenience and coverage
Customer, cost, convenience and communication
None of the above
Question No. 13 Marks - 10

Promotion-mix elements are -


Options

Price, advertising, publicity and sales promotion
Advertising, personal selling, sales promotion and publicity
Personal selling, strategy, advertising and publicity
Both (a) and (c)

Question No. 14 Marks - 10

Marketing productivity audit includes -


Options

Products, price and distribution analysis
Profitability analysis and cost-effectiveness analysis
Advertising and sales force analysis
Both (a) and (c)

Question No. 15 Marks - 10

Demography is -


Options

The study of human population in terms of size, density, location, age, gender, race, occupation and other statistics
The study of the marketing plans
The study of all the activities in the organization
None of the above

Question No. 16 Marks - 10

A sample is a -


Options

Segment of the area in the market
Segment of the population selected to represent the population as a whole
Part of the data
Both (a) and (c)


The two types of sales forecasts are -


Options

Industry and the market sales forecasts
Industry and the price forecasts
Industry and the company sales forecasts
None of the above

PVCM stands for -


Options

Percentage and value cost margin
Percentage-variable contribution margin
Percentage-value cost margin
Both (a) and (c)

Inventory turnover is -


Options

Gross margin/price
Sales/cost
Sales/average value of inventory
Both (a) and (b)

t
The product is now more widely known and the sales grow rapidly is the stage of-


Options

Introduction stage
Maturity stage
Growth stage
Decline stage
The 4 stages in the PLC are -


Options


Growth, introduction, maturity and new
Introduction, growth, maturity and decline
Introduction, decline, new product, growth
Both (a) and (c)


The new product development process starts with -


Options

Screening
Idea generation
Product development
None of the above


The process of creating and developing product specifications that optimize the function, value and appearance of a product is -


Options

Product design
Market design
Industrial design
None of the above


Setting a price at or near competitive levels is -


Options

Penetration pricing
Parity pricing
Competition pricing
Both (a) and (c)

Question No. 25 Marks - 10

In advertising, GRP stands for -


Options

Grand rating points
Growth rating points
Gross rating points
None of the above

Inventory cost is -


Options

Annual sales/inventory turnover X inventory carrying cost
Total sales/inventory carrying cost
Total cost/annual cost
Both (b) and (c)

The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization is -


Options

Market research
Marketing research
Product research
Both (a) and (c)

In collecting primary data, the two main research instruments are -


Options

Mechanical devices and the telephonic conversation
Questionnaire and the mechanical device
Questionnaire and the telephonic conversation
None of the above

Question No. 29 Marks - 10

VMS stands for -


Options

Vertical marketing system
Vertical management system
Value marketing system
Vertical measuring system
A descriptive thought that a person has about something is called


Options

Idea
Belief
Value
Description

The collection of businesses and products that make-up the company is -




Options

Product portfolio
Business portfolio
Market portfolio
Both (a) and (c)
wo or more outlets that are commonly owned and controlled are -


Options

Business stores
Chain stores
Products
None of the above

The practice of using the established brand names of two different companies on the same product is -


Options

Branding
Re-branding
Co-branding
None of the above

The set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions is known as -


Options

Culture
Sub-culture
Attitude
None of the above


The total combines customer lifetime values of all of the companys customers is called -


Options

Product equity
Customer equity
Market equity
Both (a) and (c)

Question No. 36 Marks - 10

CRM stands for -


Options

Cost recovery management
Customer role in management
Customer relationship management
None of the above

Adding a standard markup to the cost of the product is -


Options

Differentiated pricing
Cost-plus pricing
Cost only pricing
None of the above


Human wants that are backed by buying power are called -


Options

Products
Demands
Markets
Both (a) and (c)


Stocking the product in as many outlets as possible is called -


Options

Extensive distribution
Inclusive distribution
Intensive distribution
None of the above


In marketing, MIS stands for -


Options

Management information system
Marketing information system
Market idea system
Major information system