Marketing Management

MBA Assignment A

Question1. Define Marketing Management. Discuss the various management philosophies. Explain how the marketing and selling are contrasted and briefly explain the societal marketing concept.

Question2. Explain the various factors influencing a company’s marketing strategy with the help of suitable examples.

Question3. What do you mean by media scheduling? Explain the procedure for evaluating advertising programes with the help of suitable examples.

Question4. Define sales promotion and discuss the different elements of promotion-mix with the help of suitable examples

Question5. Discuss the marketing plan for a consumer product of your choice and briefly explain the marketing planning process.

Question6. 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

Question7. What is marketing research? Discuss the marketing research process with the help of an example. Briefly explain the different sources of data.

Question8. 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?

MBA Assignment B

Case Study

Market Segmentation—

Man’s 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.

Question 1: Suggest bases for segmentation of market for groom plus products

Question 2: Discuss the importance of packaging in marketing of the above product range

Question 3: Suggest a suitable promotion mix for creating awareness of the above range of products.

MBA Assignment C

1. The Selling Concept is

A. Products
B. Customer needs
C. Markets
D. None of the above

2. Market Means

A. The set of actual and potential sellers of a product
B. The set of actual and potential buyers of a product
C. Both buyers and sellers
D. None of the above

3. BCG stands for

A. Boston consumer goods
B. Boston credit groups
C. Bosston consultancy groups
D. Both a and b

4. Marketing Mix Elements are

A. Product, price, place, and customers
B. Product, price, place and promotion
C. Product, price, place and physical distribution
D. Both b and c

5. Diversification means

A. A strategy for company growth by starting up or acquiring businesses outside the company’s current products and markets
B. A stage for company growth and starting up or acquiring other companies and their products
C. A unit which deals in many products and services
D. Both b and c

6. SBU stands for
A. State bank of Uttaranchal
B. Strategic business unit
C. Semi brand units
D. None of the above

7. Market Segmentation is

A. The process of classifying customer’s into groups, each with different needs, characteristics or behaviors.
B. The process of classifying the markets into groups each with same needs and characteristics
C. The process of making the dealers and distributors happy about the products
D. None of the above

8. Strategic Control means

A. A critical review of the company’s overall production effectiveness
B. A critical review of the company’s overall financial effectiveness
C. A critical review of the company’s overall marketing effectiveness
D. None of the above

9. Changes in incomes

A. An economic environmental factor
B. A political environment factor
C. A socio cultural environment factor
D. Both b and c

10. Status is

A. The general life style given by the society
B. The general esteem given to a role by society
C. The symbol in the market
D. None of the above

11. The first step in strategic planning is

A. Defining the company’s mission
B. Designing the marketing program
C. Designing the business portfolio
D. None of the above

12. The 4c’s of the marketing mix tactical tool kit are

A. Customer, cost, convienee and curve
B. Customer, cost, convience and coverage
C. Customer, cost, convienence and communication
D. None of the above

13. Promotion mix elements are

A. Price, advertising, publicity and sales promotion
B. Advertising, sales promotion, publicity and personal selling
C. Personal selling, strategy, advertising and publicity
D. Both a and c

14. Marketing productivity audit includes:

A. Products, price and distribution analysis
B. Profitability analysis and cost effectiveness analysis
C. Advertising and sales force analysis
D. Both a and c

15. Demography is

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

16. A sample is a

A. Segment of the area in the market
B. Segment of the population selected to represent the population as a whole
C. Part of the data
D. Both a and c

17. The two types of sales forecasts are:

A. Industry and the market sales forecasts
B. Industry and the price forecasts
C. Industry and the company sales forecasts
D. None of the above

18. PVCM stands for

A. Percentage and value cost margin
B. Percentage-variable contribution margin
C. Percentage value cost margin
D. Both a and c

19. Inventory turnover is

A. Gross margin/price
B. Sales/cost
C. Sales/average value of inventory
D. Both a and b

20. The product is now more widely known and the sales grow rapidly is the stage of

A. Introduction stage
B. Maturity
C. Growth
D. Decline

21. The 4 stages of the PLC

A. Growth, introduction, maturity and decline
B. Growth introduction maturity and new
C. Introduction, decline, new product, growth
D. Both a and c

22. The new product development process starts with

A. screening
B. idea generation
C. product development
D. none of the above

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

A. Product design
B. Market design
C. Industrial design
D. None of the above

24. Setting a price at or near competitive levels is

A. Penetrating pricing
B. Parity pricing
C. Competition pricing
D. Both a and c

25. In advertising, GRP stands for

A. Grand rating points
B. Growth rating points
C. Gross rating points
D. None of the above

26. Inventory cost is

A. Annual sales/inventory turnover X inventory carrying cost
B. Total sales/inventory carrying costs
C. Total costs/annual cost
D. Both b and c

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

A. Market research
B. Marketing research
C. Product research
D. Both a and c

28. In collecting primary data, the two main research instruments are:

A. Mechanical devices and the telephonic conversation
B. Questionnaire and the mechanical device
C. Questionnaire and the telephonic conversation
D. None of the above

29. VMS stand for

A. Vertical marketing system
B. Vertical management system
C. Value marketing system
D. Vertical measuring system

30. A descriptive thought that a person has about something is called

A. Idea
B. Belief
C. Value
D. Description

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

A. Product portfolio
B. Business portfolio
C. Market portfolio
D. Both a and c

32. Two or more outlets that are commonly owned and controlled are

A. Business stores
B. Chain store
C. Products
D. None of the above

33. The practice of using the established brand names of two different companies on the same product

A. Branding
B. Re branding
C. Co-branding
D. None of the above

34. The set of basic values, Perceptions, wants and behaviors learned by a member of society from family and the important institutions is known as

A. Culture
B. Sub culture
C. Attitude
D. None of the above

35. The total combines lifetime values of all the company’s customers is called

A. Product equity
B. Customer equity
C. Market equity
D. Both a and c

36. CRM stands for

A. Cost recovery management
B. Customer relationship management
C. Customer role in management
D. None of the above

37. Adding a standard mark up to the cost of the product is

A. Differentiated pricing
B. Cost plus pricing
C. Cost only pricing
D. None of the above

38. Human wants that are backed by buying power are called

A. Products
B. Demands
C. Markets
D. Both a and c

39. Stocking the product in as many outlets as possible is called

A. Extensive distribution
B. Inclusive distribution
C. Intensive distribution
D. None of the above

40. In marketing, MIS stands for

A. Management information system
B. Marketing information system
C. Market idea system
D. Major information system

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5 thoughts on “Marketing Management

  1. Kim helping hands are better hand as always, Trust me
    you are doing a wonderful job – I am so much impressed by work……keep it up n all the best.

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