ADL 02 Marketing Management V2

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ADL 02 Marketing Management V2

Assignment – A
Question 1. Define Marketing Management. Discuss the various management
philosophies. Explain how the marketing and selling are contrasted and briefly
explain the societal marketing concept.
Question 2. Explain the various factors influencing a company’s marketing
strategy with the help of suitable examples.
Question 3. What is marketing research? Discuss the marketing research process
with the help of an example. Briefly explain the different sources of data.
Question 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?
Question 5. Write short notes on any three of the following
Question a) Relative Market Potential
Question b) Competitive Parity Analysis
Question c) Basic Elements of a Marketing Strategy
Question d) Product Life Cycle
Question e) Market Segmentation


Assignment – B
Question 1a) What do you mean by media scheduling? Explain the procedure for
evaluating advertising programes with the help of suitable examples.
Question 1b) Define sales promotion and discuss the different elements of
promotion-mix with the help of suitable examples.
Question 2. Discuss the marketing plan for a consumer product of your choice and
briefly explain the marketing planning process.
Question 3. Write short notes on:
Question a) Product Positioning
Question b) Branding
Question c) CRM
Question d) Internet marketing


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 (a) Suggest bases for segmentation of market for Groom Plus products.
Question (b) Discuss the importance of packaging in marketing of the above
Product range.
Question (c) Suggest a suitable Promotion-Mix for creating awareness of the
above range of products.
Assignment – C
1. The selling concept focuses on –
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 groups
(b) Boston credit groups
(c) Boston consultancy group
(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 customers’ intro 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
(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 income is –
(a) An economic environment 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 mission
(b) Designing the marketing programs
(c) Designing the Business Portfolio
(d) None of the above
12. The 4Cs in the marketing-mix tactical tool kit are –
(a) Customer, cost, convenience and curve
(b) Customer, cost, convenience and coverage
(c) Customer, cost, convenience and communication
(d) None of the above
13. Promotion-mix elements are –
(a) Price, advertising, publicity and sales promotion
(b) Advertising, personal selling, sales promotion and publicity
(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, density, 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
(a) Introduction stage
(b) Maturity stage
(c) Growth stage
(d) Decline stage
21. The 4 stages in the PLC are –
(a) Growth, introduction, maturity and new
(b) Introduction, growth, maturity and decline
(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 a 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) Penetration 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 cost
(c) Total cost/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 stands 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 stores
(c) Products
(d) None of the above
33. The practice of using the established brand names of two different companies
on the same product is –
(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 other important institutions is known as –
(a) Culture
(b) Sub-culture
(c) Attitude
(d) None of the above
35. The total combines customer lifetime values of all of 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 role in management
(c) Customer relationship management
(d) None of the above
37. Adding a standard markup 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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