MARKETING MANAGEMENT

QUESTION BANK

No relevant examples, no marks

1. Strategic marketing is often condensed as STP. Discuss this . Compare two
competing product/services to distinguish how they differ.
2. Explain why it is important for companies to have a balanced product portfolio.
How can we link it to the product life cycle?
3. Ansoffs grid helps marketers to plan their strategy. Explain with suitable
examples how this is possible. What are the associated risks with the strategies?
4. Outline the new product development process. Is it always necessary to succeed?
Why do certain products fail even after their launch? How is customer insight
crucial for product development?
5. Discuss the types of buying behavior process for new product adoption. Are there
exceptions? Is it different for technology products vis--vis say FMCG products?
6. What do you understand by the Push-Pull Strategies for distribution? Certain
companies use Push distribution and others use Pull distribution. Explain Why?
7. Detail the channels of distribution? Take two examples of products of different
categories and discuss why they use different strategies
8. What is a product? What are the levels of product? Explain POP AND POD giving
examples
9. What is Brand Equity? What are the elements of a brand? Give suitable examples.
10. Briefly describe the challenges of Marketing of services. What are the
characteristics of it and why is it more complex ?
11. Write a critique on the marketing challenges during the life cycle of a product
and give suitable examples on how marketing mix vary
12. What do you understand by the pricing matrix? Give examples. Which of the
strategies will give long term advantage? What do you understand by value
growth and volume growth
13. What are the major macro-environmental concerns which marketing has to
address in todays world and how are the marketers responding? Give examples
14. What do you understand by channel levels & 3 kinds of structures? Explain the
complexities faced if there is a wrong distribution system?
15. What are the possible options for and entering international market and what
considerations have to be taken into account?
16. Communication to the customer or audience can happen in various ways.
Describe with relevant model & suitable example?
17. What are the various elements of communication mix. Discuss, using an
appropriate model. Give an example to explain how you would use elements for
the relevant market in your example?
18. Explain the major decisions involved in the advertising program. Explain ATL and
BTL. Discuss merits , demerits and give examples .
19. Why is personal selling an important element of marketing strategy for certain
categories? Take 2 examples and discuss the possible role personal selling has in
making marketing successful.
20. Discuss how the internet has changed the role of marketing explain the benefits
and challenges internet offers giving suitable examples. Marketing is blamed for
many ills of the society. Discuss this statement.
21. Marketers need to operate in a dynamic environment. What do you understand by
this?
22. Good marketing requires good insights. Discuss with suitable examples
23. Discuss the factors influencing buyers behaviour when they decide on Holiday
Package to Europe.
24. The importance of a purchase is related to the consumers involvement. How does
high involvement leads to Complex buying behaviour & dissonance reduce buying
behaviour and low involvement leads to habitual buying behaviour & variety
buying behaviour. Justify the statement with suitable examples for each.
25. Explain the requirements for effective segmentation
26. What is Permission Marketing? How is it success in India with respect to Amway
and LIC of India?
27. Product Usage is one of the effective positioning strategies. Explain with Tooth
paste and Shampoo.

28. Draw a perceptual map for your favorite electronic gadget.

29. Compare between Store Retailing and Non-Store Retailing. Why is Non-Store
Retailing becoming success?
30. Explain the different ways to classify the retail outlets.