BA7203- MARKETING MANAGEMENT

VALLIAMMAI ENGINEERING COLLEGE

DEPARTMENT OF MANAGEMENT STUDIES
BA7203- MARKETING MANAGEMENT
UNIT-1
Part A (2 Marks)
1) Differentiate marketing and selling.
2) Define the term Marketing?
3) What are the major markets which are available to marketers?
4) How are services different from products?
5) What is a customer touch point? Why is it important?
6) What is marketing interface?
7) Define market.
8) What is a product?
9) Define consumer behavior.
10) Write the objectives of Marketing.
11) What are the marketing concepts?
12) Give the process of implementation of marketing strategy.
13) Write GREEN MARKETING?
14) What do you mean by customer retentions?
15) Define advertisement.
16) Define Marketing Management.
17) How can marketing support the production department?
18) List any two challenges for global marketers.
19) List the methods of sales promotion.
20) Marketing is businesses-Comment.

Part B (16 Marks)

1. Write short notes on the following terms:

Product Concept

Production concept

Marketing concept

Selling Concept

2. Explain briefly about Marketing Environment?

3. Discuss briefly about Internal and External Marketing?
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Dr.K.Sentamil Selvan AP(SG) & Mr.K.Ganesan@Kanagaraj AP(OG)

Department of Management Studies

BA7203- MARKETING MANAGEMENT

4. Evaluate and describe marketing in global environment?
5. Illustrate Marketing interface with other functional areas?
6. Think Global, act local. Illustrate and explain how international brand marketers are doing this in
India.
7. Explain why marketing department has to co-ordinate with other functional departments in a successful
organization.
8. Discuss the elements which constitute in marketing environment? Explain with examples?
9. What are all the prospects and challenges in marketing?
10. Discuss the opportunities and prospects for Indian marketers in the context of the current global
environment.

2
Dr.K.Sentamil Selvan AP(SG) & Mr.K.Ganesan@Kanagaraj AP(OG)

Department of Management Studies

BA7203- MARKETING MANAGEMENT

UNIT-II
Part-A (2 Marks)
1) What is environmental scanning?
2) Define marketing strategy.
3) How does marketing strategy differ in respect of consumer goods and industrial goods?
4) What do you mean by market segmentation?
5) What are the challenges the present day marketer is facing? Give an Example?
6) What is difference between consumer and industrial markets?
7) Define Strategy.
8) How can globalization affects domestic market?
9) What do you understand by SWOT analysis?
10) Why is strategy planning done in marketing?
11) What is services marketing?
12) What is internal marketing?
13) What is consumer marketing?
14) What is strategic marketing?
15) What is strategy group?
16) What is Industrial Product?
17) What do you mean by assembling marketing mix?
18) What is Generic Marketing Strategy?
19) What is Competitive Advantage?
20) Definition of Marketing Plan?
PART-B (16 marks)
1) What strategies can be adopted by service marketers to ensure customer satisfaction?
2) Explain the strategies that can be adopted by market leaders.
3) Marketing should aim at meeting a given customer need rather than selling a given product.
Explain this statement with reference to planning a marketing strategy.
4) Explain how the strategies for industries marketing will differ from consumer marketing? What
are the various steps to be considered while forming those strategies?
5) What is meant by service marketing? What are the various steps to be considered in marketing
mix for service marketing?
6) Explain the strategies for industrial marketing and consumer marketing.
7) How do you analyze the consumer markets with strategic mix components? Explain?
3
Dr.K.Sentamil Selvan AP(SG) & Mr.K.Ganesan@Kanagaraj AP(OG)

Department of Management Studies

BA7203- MARKETING MANAGEMENT

8) Discuss and Evaluate strategic marketing mix components.
9) Explain briefly marketing strategy formulation?
10) What is Marketing Strategy? How does differ from strategy planning?

4
Dr.K.Sentamil Selvan AP(SG) & Mr.K.Ganesan@Kanagaraj AP(OG)

Department of Management Studies

BA7203- MARKETING MANAGEMENT

UNIT-III
Part A (2 marks)
1) What do you mean by market segmentation?
2) What do you understand by product positioning?
3) Define pricing.
4) Explain the term product life cycle?
5) What are the factors that influence consumer behavior?
6) Lists the steps in new product development.
7) When can companies practice geographic segmentation?
8) What are the factors considered for market segmentation?
9) What is channel management?
10) What is customer acquisition?
11) How can customer satisfaction be measured?
12) What do you mean by product marketing?
13) What is product positioning?
14) What do you mean by targeting?
15) Define marketing mix.
16) What are the purposes of marketing segmentations?
17) Product Item Vs Product Line?
18) Why most of the companies is involved in promotional activities?
19) What is Branding?
20) Write any 2 advantages of branding?
Part B (16 Marks)
1) Explain the ways of arriving at an advertising and sales promotion budget.
2) What are the steps involved in setting the price for a product? Explain.
3) Enumerate the marketing mix strategies for services.
4) Explain the meaning of product life cycle and state the challenges and marketing manager has to
face introducing a new consumer product.
5) What is meant by marketing segmentation? Explain its importance in present day market with
examples.
6) What are the various steps in new product development? Explain with example by taking any
new product

5
Dr.K.Sentamil Selvan AP(SG) & Mr.K.Ganesan@Kanagaraj AP(OG)

Department of Management Studies

BA7203- MARKETING MANAGEMENT

7) Explain the different types of pricing methods? What are the factors to be considered before the
setting of prices?
8) What are the tasks involved in Positioning?
9) What is Sales Promotion? How develop the sales promotion programs?
10) Define advertising? Why it is Important?

6
Dr.K.Sentamil Selvan AP(SG) & Mr.K.Ganesan@Kanagaraj AP(OG)

Department of Management Studies

BA7203- MARKETING MANAGEMENT

UNIT-IV
Part A (2 marks)
1) What is Marketing Research?
2) What is Retail Research?
3) What are the objectives of advertising
4) Explain online consumer behavior and how it differs from general consumer behavior?
5) What is meant by non-price competition?
6) What are the limitations of demographics in assessing buyer behavior?
7) What is the realistic goal of relationship marketing?
8) What is advertising?
9) How can companies increase customer loyalty?
10) What is focus group research?
11) What are the ways of doing post advertising research?
12) What are buying motives?
13) What is Nicosia Model?
14) What are the determinants of CRM?
15) Write Functions of CRM?
16) What are the tools are used to measure customer satisfaction?
17) How company is attracting new customers?
18) What is simple retention market?
19) What do you understand by customer database?
20) Explain Buying Motives?
Part B (16 marks)
1) Explain the stages in the industrial buying decision process.
2) How can marketers attract and retain customers?
3) Critically evaluate various pricing techniques.
4) Explain the various economic and psychological factors affecting buyer behavior.
5) Explain the customer relationship management activities undertaken by the banks to retain
customers.
6) Explain the consumer buyer behavior models? What are its benefits and limitations?
7) How do we build and measure customer satisfaction? What are the benefits of measuring
customer satisfaction?
8)

Explain the factors influencing buying behavior.

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Dr.K.Sentamil Selvan AP(SG) & Mr.K.Ganesan@Kanagaraj AP(OG)

Department of Management Studies

BA7203- MARKETING MANAGEMENT

9) What are the ways and means of building and measuring customer satisfaction with suitable
illustrations?
10) Explain the following terms
Stages of the consumer buying process
Types of consumer buying behavior

8
Dr.K.Sentamil Selvan AP(SG) & Mr.K.Ganesan@Kanagaraj AP(OG)

Department of Management Studies

BA7203- MARKETING MANAGEMENT

UNIT-V
Part A (2 marks)
1) What is ethics in marketing?
2) Explain about the trends in online marketing?
3) What is the purpose of forecasting sales?
4) What is meant by media selection?
5) What is cause related marketing?
6) What are the elements of a marketing information system?
7) Write any two advantages of marketing research.
8) Marketing Research Vs MIS
9) Define MIS.
10) Write any two objectives of retail marketing.
11) Define E-Commerce.
12) E-Business Vs E-Marketing.
13) What is Customer Driven Organizations?
14) Write benefits of cause related marketing
15) What are the elements of online marketing?
16) Define Research.
17) Describe the scope and role of marketing research.
18) List out types of marketing research.
19) Discuss the nature of retail marketing.
20) Write the importance of marketing in retailing.
Part-B (16 marks)
1) What are the steps in the marketing research process?
2) Discuss how online marketers can compete with the traditional marketers when they sell the same
products online.
3) A company wishes to launch a new toothpaste, which could prevent tooth cavities and tooth
decay. But the tooth paste market is highly crowded with multiple brands. As marketing
executive prepare a market research strategy so that the companys new brand could be
established in the market.
4) For a company which is already present in physical form and known as a regional brand, how
would you plan the tele-marketing activities? Justify your answer with suitable examples.

9
Dr.K.Sentamil Selvan AP(SG) & Mr.K.Ganesan@Kanagaraj AP(OG)

Department of Management Studies

BA7203- MARKETING MANAGEMENT

5) What is meant by marketing information system? What are its advantages and disadvantages?
Explain its importance in present corporate organizations.
6) Explain about the research process in advertising with reference to one product of your choice.
7) Discuss the various sources of data for conducting marketing research?
8) What do you mean by ethics in marketing? Explain with suitable illustrations taking Indian
marketing system.
9) Discuss how information technology enable to integrate markets, marketers and marketing.
10) Write notes on
i.

Brand personification

ii. ECRM

iii.

Interactive advertisements

iv.

Diffusion Process

10
Dr.K.Sentamil Selvan AP(SG) & Mr.K.Ganesan@Kanagaraj AP(OG)

Department of Management Studies