Download Anna University MBA Important Question Bank 2nd Sem 1915207 Marketing Management

Download Anna University (AU) MBA ( Master of Business Administration) Important Question Bank 2nd Sem 1915207 Marketing Management (Latest Important Questions Unit Wise)


1


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?

DEPARTMENT OF MANAGEMENT STUDIES

QUESTION BANK

II SEMESTER
1915207 MARKETING MANAGEMENT
Regulation ? 2019
Academic Year 2019 - 2020








Prepared by
Dr.K.Sentamil Selvan, Assistant Professor (Sel.G)/MBA
Mr.S.Raja ? Asst. Professor /MBA


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1


(An
?

DEPARTMENT OF MANAGEMENT STUDIES

QUESTION BANK

II SEMESTER
1915207 MARKETING MANAGEMENT
Regulation ? 2019
Academic Year 2019 - 2020








Prepared by
Dr.K.Sentamil Selvan, Assistant Professor (Sel.G)/MBA
Mr.S.Raja ? Asst. Professor /MBA



2


(An
?

DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK

SUBJECT : 1915207 MARKETING MANAGEMENT
SEM / YEAR: II/I
UNIT- I INTRODUCTION 09
SYLLABUS:Marketing ? Definitions - Conceptual frame work ? Marketing Process-Marketing environment:
Internal and External - Marketing interface with other functional areas ? Production, Finance, Human Relations
Management, Information System. Marketing in global environment.
PART A
SNO Questions BT Level Competence
1 What is Marketing Management? BTL 1 Remembering
2 Write about the evolution of marketing. BTL 2 Understanding
3 Identify major markets available to the marketer. BTL 3 Applying
4 Briefly examine the societal marketing concept BTL 4 Analyzing
5 Prioritize the objectives of marketing BTL 5 Evaluating
6 How would you interpret the term marketing interface? BTL 6 Creating
7 List the difference between Marketing and selling. BTL 1 Remembering
8 Illustrate with example why industrial demand is called derived demand. BTL 3 Applying
9
How can the marketer utilize the information relating to needs, wants
and demand?
BTL 3 Applying
10 Examine the production concept. BTL 4 Analyzing
11 Knowledge of external Marketing environment is important ?Evaluate. BTL 5 Evaluating
12 What do you mean by Marketing intermediaries? BTL 6 Creating
13
What are the major ways available for a marketer to enter a foreign
market?
BTL 1 Remembering
14
Summarize the important factors that influence the internal environment
of the Organization
BTL2 Understanding
15
How the marketer can utilize the information relating to the political
environment?
BTL 3 Applying
16 Point out the importance of Human Relations Management in Marketing. BTL 4 Analyzing
17 Define Value Creation. BTL 1 Remembering
18 New technology creates new opportunists for marketers ?outline BTL 2 Understanding
19 Why the Joint Venture is required? BTL 1
Remembering
20
What are the advantages and disadvantages of Licensing arrangement
used to enter a foreign country?
BTL 1
Remembering

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1


(An
?

DEPARTMENT OF MANAGEMENT STUDIES

QUESTION BANK

II SEMESTER
1915207 MARKETING MANAGEMENT
Regulation ? 2019
Academic Year 2019 - 2020








Prepared by
Dr.K.Sentamil Selvan, Assistant Professor (Sel.G)/MBA
Mr.S.Raja ? Asst. Professor /MBA



2


(An
?

DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK

SUBJECT : 1915207 MARKETING MANAGEMENT
SEM / YEAR: II/I
UNIT- I INTRODUCTION 09
SYLLABUS:Marketing ? Definitions - Conceptual frame work ? Marketing Process-Marketing environment:
Internal and External - Marketing interface with other functional areas ? Production, Finance, Human Relations
Management, Information System. Marketing in global environment.
PART A
SNO Questions BT Level Competence
1 What is Marketing Management? BTL 1 Remembering
2 Write about the evolution of marketing. BTL 2 Understanding
3 Identify major markets available to the marketer. BTL 3 Applying
4 Briefly examine the societal marketing concept BTL 4 Analyzing
5 Prioritize the objectives of marketing BTL 5 Evaluating
6 How would you interpret the term marketing interface? BTL 6 Creating
7 List the difference between Marketing and selling. BTL 1 Remembering
8 Illustrate with example why industrial demand is called derived demand. BTL 3 Applying
9
How can the marketer utilize the information relating to needs, wants
and demand?
BTL 3 Applying
10 Examine the production concept. BTL 4 Analyzing
11 Knowledge of external Marketing environment is important ?Evaluate. BTL 5 Evaluating
12 What do you mean by Marketing intermediaries? BTL 6 Creating
13
What are the major ways available for a marketer to enter a foreign
market?
BTL 1 Remembering
14
Summarize the important factors that influence the internal environment
of the Organization
BTL2 Understanding
15
How the marketer can utilize the information relating to the political
environment?
BTL 3 Applying
16 Point out the importance of Human Relations Management in Marketing. BTL 4 Analyzing
17 Define Value Creation. BTL 1 Remembering
18 New technology creates new opportunists for marketers ?outline BTL 2 Understanding
19 Why the Joint Venture is required? BTL 1
Remembering
20
What are the advantages and disadvantages of Licensing arrangement
used to enter a foreign country?
BTL 1
Remembering


3

PART B
1 What are the core concepts of marketing? Explain in detail.(13) BTL 1 Remembering
2
Explain how the external environment affects the marketing operations of
the Company. Summarize the ?Other functions performed by the
Marketer?(13)
BTL 2 Understanding
3
Analyze the major lessons learnt by industrial marketers from
environmental analysis? What are the relevant external environment
factors for a large diesel generator marketer?(13)
BTL 3 Applying
4 a Analyze the facilitating function of the marketing department.(6)
BTL 4 Analysing
b Examine the challenges of Marketing in India.(7)
5 a
Discuss the different philosophies/orientation companies adopt in relation
to marketing management.(6)
BTL 5 Evaluating
b
Elaborate on the prospects and challenges of Marketing in the present
global Environment(7)
6
purpose, to create a
customer?. Discuss the statement keeping in view the nature and purpose
of marketing.(13)
BTL 6 Creating
7

Why do companies undertake selling in the foreign country? What is the
scope of Holistic Marketing?(13)
BTL 1 Remembering
8
Forces in the internal environment of the company are controllable ?
explain.(13)
BTL 2 Understanding
9 a
What is management information system and give its role in marketing
management. (7)
BTL 3 Applying
b
Describe the components in which marketing activities interface with
finance department.(6)
10
Examine how markets are classified on the basis of nature of transaction
and on the basis of commodities .(13)
BTL 4 Analysing
11 What is the relevance of Marketing to society?(13) BTL 1 Remembering
12
Explain in detail the challenges and opportunities of marketing in global
environment.
BTL 2 Understanding
13
Analyze in detail how marketing interfaces with other functional
departments of management like HR, Finance, production and information
systems.(13)
BTL 4 Analysing
14 What is meant by ?Utility in the content of Marketing??(13) BTL 1 Remembering

PART C
1 What are the current approaches used in marketing?
2 A popular Indian brand wants to establish coffee vending machine in various cities and locations in the
country.
Before they establish, the company wants to know their market opportunities and environment.
A)Formulate a market feasibility study to help them from a marketing plan.(9)
B)Develop an analysis of their marketing and competitive marketing(6)
3
Imagine yourself as a marketing manager and narrate your experience about marketing project that
you brought in on time & under budget
4 What you see a challenge that today?s marketing manager?s face?


FirstRanker.com - FirstRanker's Choice

1


(An
?

DEPARTMENT OF MANAGEMENT STUDIES

QUESTION BANK

II SEMESTER
1915207 MARKETING MANAGEMENT
Regulation ? 2019
Academic Year 2019 - 2020








Prepared by
Dr.K.Sentamil Selvan, Assistant Professor (Sel.G)/MBA
Mr.S.Raja ? Asst. Professor /MBA



2


(An
?

DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK

SUBJECT : 1915207 MARKETING MANAGEMENT
SEM / YEAR: II/I
UNIT- I INTRODUCTION 09
SYLLABUS:Marketing ? Definitions - Conceptual frame work ? Marketing Process-Marketing environment:
Internal and External - Marketing interface with other functional areas ? Production, Finance, Human Relations
Management, Information System. Marketing in global environment.
PART A
SNO Questions BT Level Competence
1 What is Marketing Management? BTL 1 Remembering
2 Write about the evolution of marketing. BTL 2 Understanding
3 Identify major markets available to the marketer. BTL 3 Applying
4 Briefly examine the societal marketing concept BTL 4 Analyzing
5 Prioritize the objectives of marketing BTL 5 Evaluating
6 How would you interpret the term marketing interface? BTL 6 Creating
7 List the difference between Marketing and selling. BTL 1 Remembering
8 Illustrate with example why industrial demand is called derived demand. BTL 3 Applying
9
How can the marketer utilize the information relating to needs, wants
and demand?
BTL 3 Applying
10 Examine the production concept. BTL 4 Analyzing
11 Knowledge of external Marketing environment is important ?Evaluate. BTL 5 Evaluating
12 What do you mean by Marketing intermediaries? BTL 6 Creating
13
What are the major ways available for a marketer to enter a foreign
market?
BTL 1 Remembering
14
Summarize the important factors that influence the internal environment
of the Organization
BTL2 Understanding
15
How the marketer can utilize the information relating to the political
environment?
BTL 3 Applying
16 Point out the importance of Human Relations Management in Marketing. BTL 4 Analyzing
17 Define Value Creation. BTL 1 Remembering
18 New technology creates new opportunists for marketers ?outline BTL 2 Understanding
19 Why the Joint Venture is required? BTL 1
Remembering
20
What are the advantages and disadvantages of Licensing arrangement
used to enter a foreign country?
BTL 1
Remembering


3

PART B
1 What are the core concepts of marketing? Explain in detail.(13) BTL 1 Remembering
2
Explain how the external environment affects the marketing operations of
the Company. Summarize the ?Other functions performed by the
Marketer?(13)
BTL 2 Understanding
3
Analyze the major lessons learnt by industrial marketers from
environmental analysis? What are the relevant external environment
factors for a large diesel generator marketer?(13)
BTL 3 Applying
4 a Analyze the facilitating function of the marketing department.(6)
BTL 4 Analysing
b Examine the challenges of Marketing in India.(7)
5 a
Discuss the different philosophies/orientation companies adopt in relation
to marketing management.(6)
BTL 5 Evaluating
b
Elaborate on the prospects and challenges of Marketing in the present
global Environment(7)
6
purpose, to create a
customer?. Discuss the statement keeping in view the nature and purpose
of marketing.(13)
BTL 6 Creating
7

Why do companies undertake selling in the foreign country? What is the
scope of Holistic Marketing?(13)
BTL 1 Remembering
8
Forces in the internal environment of the company are controllable ?
explain.(13)
BTL 2 Understanding
9 a
What is management information system and give its role in marketing
management. (7)
BTL 3 Applying
b
Describe the components in which marketing activities interface with
finance department.(6)
10
Examine how markets are classified on the basis of nature of transaction
and on the basis of commodities .(13)
BTL 4 Analysing
11 What is the relevance of Marketing to society?(13) BTL 1 Remembering
12
Explain in detail the challenges and opportunities of marketing in global
environment.
BTL 2 Understanding
13
Analyze in detail how marketing interfaces with other functional
departments of management like HR, Finance, production and information
systems.(13)
BTL 4 Analysing
14 What is meant by ?Utility in the content of Marketing??(13) BTL 1 Remembering

PART C
1 What are the current approaches used in marketing?
2 A popular Indian brand wants to establish coffee vending machine in various cities and locations in the
country.
Before they establish, the company wants to know their market opportunities and environment.
A)Formulate a market feasibility study to help them from a marketing plan.(9)
B)Develop an analysis of their marketing and competitive marketing(6)
3
Imagine yourself as a marketing manager and narrate your experience about marketing project that
you brought in on time & under budget
4 What you see a challenge that today?s marketing manager?s face?



4

UNIT-II MARKETING STRATEGY 09
SYLLABUS:Marketing strategy formulations ? Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing ? Consumer Marketing ?? Services marketing ? Competitor analysis - Analysis of consumer and
industrial markets ? Marketing Mix in International Environment.
PART A
SNO Questions BT Level Competence
1 Define industrial Marketing. BTL 1 Remembering
2 Briefly explain the term product. BTL 2 Understanding
3 Identify the strategies for marketing services. BTL 3 Applying
4 Differentiate between industrial and consumer marketing. BTL 4 Analyzing
5 Discuss the different types of consumer products. BTL 5 Evaluating
6 In your opinion what are the different types of industrial products BTL 6 Creating
7 What is services marketing? BTL 1 Remembering
8 Outline the unique characteristics of services. BTL 2 Understanding
9 Write a short note on competitor analysis. BTL 3 Applying
10 Classify the different forms of competition. BTL 4 Analyzing
11 Define Marketing Strategy and marketing plan. BTL 5 Evaluating
12 What do you mean by marketing mix? BTL 6 Creating
13 List the strategies employed in consumer durable marketing. BTL 1 Remembering
14 Examine word of mouth strategy. BTL2 Understanding
15 Illustrate the term competitor. BTL 3 Applying
16 Assess the benefits of competitor analysis. BTL 4 Analyzing
17 What do you mean by threat of substitutes? BTL 1 Remembering
18 Explain the bargaining power of the buyer. BTL 2 Understanding
19 Identify the main sources of competitor information. BTL 1 Remembering
20 List the types of international marketing mix strategy. BTL 1 Remembering

PART B
1 a
How would you do a competitor analysis for a company of your choice?
What are the three types of competition a company faces?(13)
BTL 1 Remembering
2
Explain what is meant by marketing strategy and the key drivers of
marketing strategy.(13)
BTL 2 Understanding
3 a
Identify and explain the characteristics that affect the marketing of
services and the additional considerations that services requirement.(7)
BTL 3 Applying
b
Applying theory, define the product and identify the major classification
of products.(6)

4
Under what circumstances purchasing decision of industrial customers
are irrational? Explain with an example.(13)
BTL 4 Analysing
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1


(An
?

DEPARTMENT OF MANAGEMENT STUDIES

QUESTION BANK

II SEMESTER
1915207 MARKETING MANAGEMENT
Regulation ? 2019
Academic Year 2019 - 2020








Prepared by
Dr.K.Sentamil Selvan, Assistant Professor (Sel.G)/MBA
Mr.S.Raja ? Asst. Professor /MBA



2


(An
?

DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK

SUBJECT : 1915207 MARKETING MANAGEMENT
SEM / YEAR: II/I
UNIT- I INTRODUCTION 09
SYLLABUS:Marketing ? Definitions - Conceptual frame work ? Marketing Process-Marketing environment:
Internal and External - Marketing interface with other functional areas ? Production, Finance, Human Relations
Management, Information System. Marketing in global environment.
PART A
SNO Questions BT Level Competence
1 What is Marketing Management? BTL 1 Remembering
2 Write about the evolution of marketing. BTL 2 Understanding
3 Identify major markets available to the marketer. BTL 3 Applying
4 Briefly examine the societal marketing concept BTL 4 Analyzing
5 Prioritize the objectives of marketing BTL 5 Evaluating
6 How would you interpret the term marketing interface? BTL 6 Creating
7 List the difference between Marketing and selling. BTL 1 Remembering
8 Illustrate with example why industrial demand is called derived demand. BTL 3 Applying
9
How can the marketer utilize the information relating to needs, wants
and demand?
BTL 3 Applying
10 Examine the production concept. BTL 4 Analyzing
11 Knowledge of external Marketing environment is important ?Evaluate. BTL 5 Evaluating
12 What do you mean by Marketing intermediaries? BTL 6 Creating
13
What are the major ways available for a marketer to enter a foreign
market?
BTL 1 Remembering
14
Summarize the important factors that influence the internal environment
of the Organization
BTL2 Understanding
15
How the marketer can utilize the information relating to the political
environment?
BTL 3 Applying
16 Point out the importance of Human Relations Management in Marketing. BTL 4 Analyzing
17 Define Value Creation. BTL 1 Remembering
18 New technology creates new opportunists for marketers ?outline BTL 2 Understanding
19 Why the Joint Venture is required? BTL 1
Remembering
20
What are the advantages and disadvantages of Licensing arrangement
used to enter a foreign country?
BTL 1
Remembering


3

PART B
1 What are the core concepts of marketing? Explain in detail.(13) BTL 1 Remembering
2
Explain how the external environment affects the marketing operations of
the Company. Summarize the ?Other functions performed by the
Marketer?(13)
BTL 2 Understanding
3
Analyze the major lessons learnt by industrial marketers from
environmental analysis? What are the relevant external environment
factors for a large diesel generator marketer?(13)
BTL 3 Applying
4 a Analyze the facilitating function of the marketing department.(6)
BTL 4 Analysing
b Examine the challenges of Marketing in India.(7)
5 a
Discuss the different philosophies/orientation companies adopt in relation
to marketing management.(6)
BTL 5 Evaluating
b
Elaborate on the prospects and challenges of Marketing in the present
global Environment(7)
6
purpose, to create a
customer?. Discuss the statement keeping in view the nature and purpose
of marketing.(13)
BTL 6 Creating
7

Why do companies undertake selling in the foreign country? What is the
scope of Holistic Marketing?(13)
BTL 1 Remembering
8
Forces in the internal environment of the company are controllable ?
explain.(13)
BTL 2 Understanding
9 a
What is management information system and give its role in marketing
management. (7)
BTL 3 Applying
b
Describe the components in which marketing activities interface with
finance department.(6)
10
Examine how markets are classified on the basis of nature of transaction
and on the basis of commodities .(13)
BTL 4 Analysing
11 What is the relevance of Marketing to society?(13) BTL 1 Remembering
12
Explain in detail the challenges and opportunities of marketing in global
environment.
BTL 2 Understanding
13
Analyze in detail how marketing interfaces with other functional
departments of management like HR, Finance, production and information
systems.(13)
BTL 4 Analysing
14 What is meant by ?Utility in the content of Marketing??(13) BTL 1 Remembering

PART C
1 What are the current approaches used in marketing?
2 A popular Indian brand wants to establish coffee vending machine in various cities and locations in the
country.
Before they establish, the company wants to know their market opportunities and environment.
A)Formulate a market feasibility study to help them from a marketing plan.(9)
B)Develop an analysis of their marketing and competitive marketing(6)
3
Imagine yourself as a marketing manager and narrate your experience about marketing project that
you brought in on time & under budget
4 What you see a challenge that today?s marketing manager?s face?



4

UNIT-II MARKETING STRATEGY 09
SYLLABUS:Marketing strategy formulations ? Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing ? Consumer Marketing ?? Services marketing ? Competitor analysis - Analysis of consumer and
industrial markets ? Marketing Mix in International Environment.
PART A
SNO Questions BT Level Competence
1 Define industrial Marketing. BTL 1 Remembering
2 Briefly explain the term product. BTL 2 Understanding
3 Identify the strategies for marketing services. BTL 3 Applying
4 Differentiate between industrial and consumer marketing. BTL 4 Analyzing
5 Discuss the different types of consumer products. BTL 5 Evaluating
6 In your opinion what are the different types of industrial products BTL 6 Creating
7 What is services marketing? BTL 1 Remembering
8 Outline the unique characteristics of services. BTL 2 Understanding
9 Write a short note on competitor analysis. BTL 3 Applying
10 Classify the different forms of competition. BTL 4 Analyzing
11 Define Marketing Strategy and marketing plan. BTL 5 Evaluating
12 What do you mean by marketing mix? BTL 6 Creating
13 List the strategies employed in consumer durable marketing. BTL 1 Remembering
14 Examine word of mouth strategy. BTL2 Understanding
15 Illustrate the term competitor. BTL 3 Applying
16 Assess the benefits of competitor analysis. BTL 4 Analyzing
17 What do you mean by threat of substitutes? BTL 1 Remembering
18 Explain the bargaining power of the buyer. BTL 2 Understanding
19 Identify the main sources of competitor information. BTL 1 Remembering
20 List the types of international marketing mix strategy. BTL 1 Remembering

PART B
1 a
How would you do a competitor analysis for a company of your choice?
What are the three types of competition a company faces?(13)
BTL 1 Remembering
2
Explain what is meant by marketing strategy and the key drivers of
marketing strategy.(13)
BTL 2 Understanding
3 a
Identify and explain the characteristics that affect the marketing of
services and the additional considerations that services requirement.(7)
BTL 3 Applying
b
Applying theory, define the product and identify the major classification
of products.(6)

4
Under what circumstances purchasing decision of industrial customers
are irrational? Explain with an example.(13)
BTL 4 Analysing

5

5 Compile the strategies followed by market leaders and challengers.(13) BTL 5 Evaluating
6 Market Nicher strategies are also profitable ?Explain.(13) BTL 6 Creating
7
What are the differences between consumer markets and industrial
markets?(13)
BTL 1 Remembering
8
Discuss the strategy of mass customization, the product market
situations and where it can be used.(13)
BTL 2 Understanding
9
Describe the salient features, methodology and challenges of services
marketing. (13)
BTL 3 Applying
10
Outline the importance and functions of marketing mix in development of
effective marketing strategies. (13)
BTL 4 Analysing
11
List and explain the steps involved in industry?s buying decision
process.(13)
BTL 1 Remembering
12
How companies adapt their marketing mixes for international markets?
(13)
BTL 2 Understanding
13 Examine the consumers buying decision behavior(13) BTL 4 Analysing
14 What are the elements of the strategic marketing mix- Explain(13) BTL 1 Remembering

PART C
1
Mention few competitors for a product of your choice and give the qualities OF competition products that
you wish your brand had.
2
Explain the formulation of marketing mix of a service organization. Give examples of bank or insurance
marketing mix.
3
Using competitor analysis evaluates the strengths and weakness of competitor firm of your choice.
4
Organization directs its marketing efforts at 2 or more segments by developing a marketing mix for each
segment.

UNIT- III MARKETING MIX DECISIONS 09
SYLLABUS:Product planning and development ? Product life cycle ? New product Development and
Management
? Market Segmentation ? Targeting and Positioning ?? Multi Channel Distribution strategies ? Advertising and
sales promotions ? Pricing Objectives, Policies and methods.
PART A
S.no Questions BT Level Competence
1
What is meant by Product? BTL 1 Remembering
2
Write the significance of product planning. BTL 2 Understanding
3
Give the role of communication channel management in product
positioning.
BTL 3 Applying
FirstRanker.com - FirstRanker's Choice

1


(An
?

DEPARTMENT OF MANAGEMENT STUDIES

QUESTION BANK

II SEMESTER
1915207 MARKETING MANAGEMENT
Regulation ? 2019
Academic Year 2019 - 2020








Prepared by
Dr.K.Sentamil Selvan, Assistant Professor (Sel.G)/MBA
Mr.S.Raja ? Asst. Professor /MBA



2


(An
?

DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK

SUBJECT : 1915207 MARKETING MANAGEMENT
SEM / YEAR: II/I
UNIT- I INTRODUCTION 09
SYLLABUS:Marketing ? Definitions - Conceptual frame work ? Marketing Process-Marketing environment:
Internal and External - Marketing interface with other functional areas ? Production, Finance, Human Relations
Management, Information System. Marketing in global environment.
PART A
SNO Questions BT Level Competence
1 What is Marketing Management? BTL 1 Remembering
2 Write about the evolution of marketing. BTL 2 Understanding
3 Identify major markets available to the marketer. BTL 3 Applying
4 Briefly examine the societal marketing concept BTL 4 Analyzing
5 Prioritize the objectives of marketing BTL 5 Evaluating
6 How would you interpret the term marketing interface? BTL 6 Creating
7 List the difference between Marketing and selling. BTL 1 Remembering
8 Illustrate with example why industrial demand is called derived demand. BTL 3 Applying
9
How can the marketer utilize the information relating to needs, wants
and demand?
BTL 3 Applying
10 Examine the production concept. BTL 4 Analyzing
11 Knowledge of external Marketing environment is important ?Evaluate. BTL 5 Evaluating
12 What do you mean by Marketing intermediaries? BTL 6 Creating
13
What are the major ways available for a marketer to enter a foreign
market?
BTL 1 Remembering
14
Summarize the important factors that influence the internal environment
of the Organization
BTL2 Understanding
15
How the marketer can utilize the information relating to the political
environment?
BTL 3 Applying
16 Point out the importance of Human Relations Management in Marketing. BTL 4 Analyzing
17 Define Value Creation. BTL 1 Remembering
18 New technology creates new opportunists for marketers ?outline BTL 2 Understanding
19 Why the Joint Venture is required? BTL 1
Remembering
20
What are the advantages and disadvantages of Licensing arrangement
used to enter a foreign country?
BTL 1
Remembering


3

PART B
1 What are the core concepts of marketing? Explain in detail.(13) BTL 1 Remembering
2
Explain how the external environment affects the marketing operations of
the Company. Summarize the ?Other functions performed by the
Marketer?(13)
BTL 2 Understanding
3
Analyze the major lessons learnt by industrial marketers from
environmental analysis? What are the relevant external environment
factors for a large diesel generator marketer?(13)
BTL 3 Applying
4 a Analyze the facilitating function of the marketing department.(6)
BTL 4 Analysing
b Examine the challenges of Marketing in India.(7)
5 a
Discuss the different philosophies/orientation companies adopt in relation
to marketing management.(6)
BTL 5 Evaluating
b
Elaborate on the prospects and challenges of Marketing in the present
global Environment(7)
6
purpose, to create a
customer?. Discuss the statement keeping in view the nature and purpose
of marketing.(13)
BTL 6 Creating
7

Why do companies undertake selling in the foreign country? What is the
scope of Holistic Marketing?(13)
BTL 1 Remembering
8
Forces in the internal environment of the company are controllable ?
explain.(13)
BTL 2 Understanding
9 a
What is management information system and give its role in marketing
management. (7)
BTL 3 Applying
b
Describe the components in which marketing activities interface with
finance department.(6)
10
Examine how markets are classified on the basis of nature of transaction
and on the basis of commodities .(13)
BTL 4 Analysing
11 What is the relevance of Marketing to society?(13) BTL 1 Remembering
12
Explain in detail the challenges and opportunities of marketing in global
environment.
BTL 2 Understanding
13
Analyze in detail how marketing interfaces with other functional
departments of management like HR, Finance, production and information
systems.(13)
BTL 4 Analysing
14 What is meant by ?Utility in the content of Marketing??(13) BTL 1 Remembering

PART C
1 What are the current approaches used in marketing?
2 A popular Indian brand wants to establish coffee vending machine in various cities and locations in the
country.
Before they establish, the company wants to know their market opportunities and environment.
A)Formulate a market feasibility study to help them from a marketing plan.(9)
B)Develop an analysis of their marketing and competitive marketing(6)
3
Imagine yourself as a marketing manager and narrate your experience about marketing project that
you brought in on time & under budget
4 What you see a challenge that today?s marketing manager?s face?



4

UNIT-II MARKETING STRATEGY 09
SYLLABUS:Marketing strategy formulations ? Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing ? Consumer Marketing ?? Services marketing ? Competitor analysis - Analysis of consumer and
industrial markets ? Marketing Mix in International Environment.
PART A
SNO Questions BT Level Competence
1 Define industrial Marketing. BTL 1 Remembering
2 Briefly explain the term product. BTL 2 Understanding
3 Identify the strategies for marketing services. BTL 3 Applying
4 Differentiate between industrial and consumer marketing. BTL 4 Analyzing
5 Discuss the different types of consumer products. BTL 5 Evaluating
6 In your opinion what are the different types of industrial products BTL 6 Creating
7 What is services marketing? BTL 1 Remembering
8 Outline the unique characteristics of services. BTL 2 Understanding
9 Write a short note on competitor analysis. BTL 3 Applying
10 Classify the different forms of competition. BTL 4 Analyzing
11 Define Marketing Strategy and marketing plan. BTL 5 Evaluating
12 What do you mean by marketing mix? BTL 6 Creating
13 List the strategies employed in consumer durable marketing. BTL 1 Remembering
14 Examine word of mouth strategy. BTL2 Understanding
15 Illustrate the term competitor. BTL 3 Applying
16 Assess the benefits of competitor analysis. BTL 4 Analyzing
17 What do you mean by threat of substitutes? BTL 1 Remembering
18 Explain the bargaining power of the buyer. BTL 2 Understanding
19 Identify the main sources of competitor information. BTL 1 Remembering
20 List the types of international marketing mix strategy. BTL 1 Remembering

PART B
1 a
How would you do a competitor analysis for a company of your choice?
What are the three types of competition a company faces?(13)
BTL 1 Remembering
2
Explain what is meant by marketing strategy and the key drivers of
marketing strategy.(13)
BTL 2 Understanding
3 a
Identify and explain the characteristics that affect the marketing of
services and the additional considerations that services requirement.(7)
BTL 3 Applying
b
Applying theory, define the product and identify the major classification
of products.(6)

4
Under what circumstances purchasing decision of industrial customers
are irrational? Explain with an example.(13)
BTL 4 Analysing

5

5 Compile the strategies followed by market leaders and challengers.(13) BTL 5 Evaluating
6 Market Nicher strategies are also profitable ?Explain.(13) BTL 6 Creating
7
What are the differences between consumer markets and industrial
markets?(13)
BTL 1 Remembering
8
Discuss the strategy of mass customization, the product market
situations and where it can be used.(13)
BTL 2 Understanding
9
Describe the salient features, methodology and challenges of services
marketing. (13)
BTL 3 Applying
10
Outline the importance and functions of marketing mix in development of
effective marketing strategies. (13)
BTL 4 Analysing
11
List and explain the steps involved in industry?s buying decision
process.(13)
BTL 1 Remembering
12
How companies adapt their marketing mixes for international markets?
(13)
BTL 2 Understanding
13 Examine the consumers buying decision behavior(13) BTL 4 Analysing
14 What are the elements of the strategic marketing mix- Explain(13) BTL 1 Remembering

PART C
1
Mention few competitors for a product of your choice and give the qualities OF competition products that
you wish your brand had.
2
Explain the formulation of marketing mix of a service organization. Give examples of bank or insurance
marketing mix.
3
Using competitor analysis evaluates the strengths and weakness of competitor firm of your choice.
4
Organization directs its marketing efforts at 2 or more segments by developing a marketing mix for each
segment.

UNIT- III MARKETING MIX DECISIONS 09
SYLLABUS:Product planning and development ? Product life cycle ? New product Development and
Management
? Market Segmentation ? Targeting and Positioning ?? Multi Channel Distribution strategies ? Advertising and
sales promotions ? Pricing Objectives, Policies and methods.
PART A
S.no Questions BT Level Competence
1
What is meant by Product? BTL 1 Remembering
2
Write the significance of product planning. BTL 2 Understanding
3
Give the role of communication channel management in product
positioning.
BTL 3 Applying

6

4
What is product planning and development? BTL 4 Analyzing

Summarize the various stages of Product Life cycle. BTL 5 Evaluating
5
6
Can you assess the importance of product planning and
Development?
BTL 6 Creating
7
Define Market Segmentation with examples. BTL 1 Remembering
8
Briefly explain about undifferentiated marketing strategy. BTL 2 Understanding
9
Applying the theory briefly explain channel management. BTL 3 Applying
10
Examine the term product price. List the objectives and factors
to be considered when setting the product price.
BTL 4 Analyzing
11
Briefly elaborate on penetration pricing. BTL 5 Evaluating
12
In your opinion what is market skimming price? BTL 6 Creating
13
What functions marketing channels perform? BTL 1 Remembering
14
Outline the major channel alternatives open to companies. BTL2 Understanding
15
Illustrate the Multi channel Distribution strategies. BTL 3 Applying
16
Examine the term target marketing. BTL 4 Analyzing
17
Define sales promotion and its objectives. BTL 1 Remembering
18 Write a critical note on the policy of resale price maintenance. BTL 2 Understanding
19
Define the concept of advertising. BTL 1 Remembering
20
What are the factors affecting price of a product? BTL 1 Remembering

PART B
1 What are the objectives of Product Planning?(13) BTL 1 Remembering
2 a
Illustrate about the different ways of segmenting the consumer
market. Determine the requirements for effective
segmentation.(13)
BTL 2 Understanding
b
Explain the reasons for failure of new product. What are the
forces influencing the management of new products(13)
3
Describe the various stages of Product life cycle and relevant
marketing implications. (13)
BTL 3 Applying
4 List out the objectives of product pricing.(13) BTL 4 Analyzing
5
Discuss about Customer demand oriented pricing methods.
Elaborate on the functions performed by the distribution
channel .(13)
BTL 5 Evaluating
6 Explain about Indirect Channel of Distribution channel.(13) BTL 6 Creating
7
List and explain the stages involved in the new product
development (13).
BTL 1 Remembering
FirstRanker.com - FirstRanker's Choice

1


(An
?

DEPARTMENT OF MANAGEMENT STUDIES

QUESTION BANK

II SEMESTER
1915207 MARKETING MANAGEMENT
Regulation ? 2019
Academic Year 2019 - 2020








Prepared by
Dr.K.Sentamil Selvan, Assistant Professor (Sel.G)/MBA
Mr.S.Raja ? Asst. Professor /MBA



2


(An
?

DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK

SUBJECT : 1915207 MARKETING MANAGEMENT
SEM / YEAR: II/I
UNIT- I INTRODUCTION 09
SYLLABUS:Marketing ? Definitions - Conceptual frame work ? Marketing Process-Marketing environment:
Internal and External - Marketing interface with other functional areas ? Production, Finance, Human Relations
Management, Information System. Marketing in global environment.
PART A
SNO Questions BT Level Competence
1 What is Marketing Management? BTL 1 Remembering
2 Write about the evolution of marketing. BTL 2 Understanding
3 Identify major markets available to the marketer. BTL 3 Applying
4 Briefly examine the societal marketing concept BTL 4 Analyzing
5 Prioritize the objectives of marketing BTL 5 Evaluating
6 How would you interpret the term marketing interface? BTL 6 Creating
7 List the difference between Marketing and selling. BTL 1 Remembering
8 Illustrate with example why industrial demand is called derived demand. BTL 3 Applying
9
How can the marketer utilize the information relating to needs, wants
and demand?
BTL 3 Applying
10 Examine the production concept. BTL 4 Analyzing
11 Knowledge of external Marketing environment is important ?Evaluate. BTL 5 Evaluating
12 What do you mean by Marketing intermediaries? BTL 6 Creating
13
What are the major ways available for a marketer to enter a foreign
market?
BTL 1 Remembering
14
Summarize the important factors that influence the internal environment
of the Organization
BTL2 Understanding
15
How the marketer can utilize the information relating to the political
environment?
BTL 3 Applying
16 Point out the importance of Human Relations Management in Marketing. BTL 4 Analyzing
17 Define Value Creation. BTL 1 Remembering
18 New technology creates new opportunists for marketers ?outline BTL 2 Understanding
19 Why the Joint Venture is required? BTL 1
Remembering
20
What are the advantages and disadvantages of Licensing arrangement
used to enter a foreign country?
BTL 1
Remembering


3

PART B
1 What are the core concepts of marketing? Explain in detail.(13) BTL 1 Remembering
2
Explain how the external environment affects the marketing operations of
the Company. Summarize the ?Other functions performed by the
Marketer?(13)
BTL 2 Understanding
3
Analyze the major lessons learnt by industrial marketers from
environmental analysis? What are the relevant external environment
factors for a large diesel generator marketer?(13)
BTL 3 Applying
4 a Analyze the facilitating function of the marketing department.(6)
BTL 4 Analysing
b Examine the challenges of Marketing in India.(7)
5 a
Discuss the different philosophies/orientation companies adopt in relation
to marketing management.(6)
BTL 5 Evaluating
b
Elaborate on the prospects and challenges of Marketing in the present
global Environment(7)
6
purpose, to create a
customer?. Discuss the statement keeping in view the nature and purpose
of marketing.(13)
BTL 6 Creating
7

Why do companies undertake selling in the foreign country? What is the
scope of Holistic Marketing?(13)
BTL 1 Remembering
8
Forces in the internal environment of the company are controllable ?
explain.(13)
BTL 2 Understanding
9 a
What is management information system and give its role in marketing
management. (7)
BTL 3 Applying
b
Describe the components in which marketing activities interface with
finance department.(6)
10
Examine how markets are classified on the basis of nature of transaction
and on the basis of commodities .(13)
BTL 4 Analysing
11 What is the relevance of Marketing to society?(13) BTL 1 Remembering
12
Explain in detail the challenges and opportunities of marketing in global
environment.
BTL 2 Understanding
13
Analyze in detail how marketing interfaces with other functional
departments of management like HR, Finance, production and information
systems.(13)
BTL 4 Analysing
14 What is meant by ?Utility in the content of Marketing??(13) BTL 1 Remembering

PART C
1 What are the current approaches used in marketing?
2 A popular Indian brand wants to establish coffee vending machine in various cities and locations in the
country.
Before they establish, the company wants to know their market opportunities and environment.
A)Formulate a market feasibility study to help them from a marketing plan.(9)
B)Develop an analysis of their marketing and competitive marketing(6)
3
Imagine yourself as a marketing manager and narrate your experience about marketing project that
you brought in on time & under budget
4 What you see a challenge that today?s marketing manager?s face?



4

UNIT-II MARKETING STRATEGY 09
SYLLABUS:Marketing strategy formulations ? Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing ? Consumer Marketing ?? Services marketing ? Competitor analysis - Analysis of consumer and
industrial markets ? Marketing Mix in International Environment.
PART A
SNO Questions BT Level Competence
1 Define industrial Marketing. BTL 1 Remembering
2 Briefly explain the term product. BTL 2 Understanding
3 Identify the strategies for marketing services. BTL 3 Applying
4 Differentiate between industrial and consumer marketing. BTL 4 Analyzing
5 Discuss the different types of consumer products. BTL 5 Evaluating
6 In your opinion what are the different types of industrial products BTL 6 Creating
7 What is services marketing? BTL 1 Remembering
8 Outline the unique characteristics of services. BTL 2 Understanding
9 Write a short note on competitor analysis. BTL 3 Applying
10 Classify the different forms of competition. BTL 4 Analyzing
11 Define Marketing Strategy and marketing plan. BTL 5 Evaluating
12 What do you mean by marketing mix? BTL 6 Creating
13 List the strategies employed in consumer durable marketing. BTL 1 Remembering
14 Examine word of mouth strategy. BTL2 Understanding
15 Illustrate the term competitor. BTL 3 Applying
16 Assess the benefits of competitor analysis. BTL 4 Analyzing
17 What do you mean by threat of substitutes? BTL 1 Remembering
18 Explain the bargaining power of the buyer. BTL 2 Understanding
19 Identify the main sources of competitor information. BTL 1 Remembering
20 List the types of international marketing mix strategy. BTL 1 Remembering

PART B
1 a
How would you do a competitor analysis for a company of your choice?
What are the three types of competition a company faces?(13)
BTL 1 Remembering
2
Explain what is meant by marketing strategy and the key drivers of
marketing strategy.(13)
BTL 2 Understanding
3 a
Identify and explain the characteristics that affect the marketing of
services and the additional considerations that services requirement.(7)
BTL 3 Applying
b
Applying theory, define the product and identify the major classification
of products.(6)

4
Under what circumstances purchasing decision of industrial customers
are irrational? Explain with an example.(13)
BTL 4 Analysing

5

5 Compile the strategies followed by market leaders and challengers.(13) BTL 5 Evaluating
6 Market Nicher strategies are also profitable ?Explain.(13) BTL 6 Creating
7
What are the differences between consumer markets and industrial
markets?(13)
BTL 1 Remembering
8
Discuss the strategy of mass customization, the product market
situations and where it can be used.(13)
BTL 2 Understanding
9
Describe the salient features, methodology and challenges of services
marketing. (13)
BTL 3 Applying
10
Outline the importance and functions of marketing mix in development of
effective marketing strategies. (13)
BTL 4 Analysing
11
List and explain the steps involved in industry?s buying decision
process.(13)
BTL 1 Remembering
12
How companies adapt their marketing mixes for international markets?
(13)
BTL 2 Understanding
13 Examine the consumers buying decision behavior(13) BTL 4 Analysing
14 What are the elements of the strategic marketing mix- Explain(13) BTL 1 Remembering

PART C
1
Mention few competitors for a product of your choice and give the qualities OF competition products that
you wish your brand had.
2
Explain the formulation of marketing mix of a service organization. Give examples of bank or insurance
marketing mix.
3
Using competitor analysis evaluates the strengths and weakness of competitor firm of your choice.
4
Organization directs its marketing efforts at 2 or more segments by developing a marketing mix for each
segment.

UNIT- III MARKETING MIX DECISIONS 09
SYLLABUS:Product planning and development ? Product life cycle ? New product Development and
Management
? Market Segmentation ? Targeting and Positioning ?? Multi Channel Distribution strategies ? Advertising and
sales promotions ? Pricing Objectives, Policies and methods.
PART A
S.no Questions BT Level Competence
1
What is meant by Product? BTL 1 Remembering
2
Write the significance of product planning. BTL 2 Understanding
3
Give the role of communication channel management in product
positioning.
BTL 3 Applying

6

4
What is product planning and development? BTL 4 Analyzing

Summarize the various stages of Product Life cycle. BTL 5 Evaluating
5
6
Can you assess the importance of product planning and
Development?
BTL 6 Creating
7
Define Market Segmentation with examples. BTL 1 Remembering
8
Briefly explain about undifferentiated marketing strategy. BTL 2 Understanding
9
Applying the theory briefly explain channel management. BTL 3 Applying
10
Examine the term product price. List the objectives and factors
to be considered when setting the product price.
BTL 4 Analyzing
11
Briefly elaborate on penetration pricing. BTL 5 Evaluating
12
In your opinion what is market skimming price? BTL 6 Creating
13
What functions marketing channels perform? BTL 1 Remembering
14
Outline the major channel alternatives open to companies. BTL2 Understanding
15
Illustrate the Multi channel Distribution strategies. BTL 3 Applying
16
Examine the term target marketing. BTL 4 Analyzing
17
Define sales promotion and its objectives. BTL 1 Remembering
18 Write a critical note on the policy of resale price maintenance. BTL 2 Understanding
19
Define the concept of advertising. BTL 1 Remembering
20
What are the factors affecting price of a product? BTL 1 Remembering

PART B
1 What are the objectives of Product Planning?(13) BTL 1 Remembering
2 a
Illustrate about the different ways of segmenting the consumer
market. Determine the requirements for effective
segmentation.(13)
BTL 2 Understanding
b
Explain the reasons for failure of new product. What are the
forces influencing the management of new products(13)
3
Describe the various stages of Product life cycle and relevant
marketing implications. (13)
BTL 3 Applying
4 List out the objectives of product pricing.(13) BTL 4 Analyzing
5
Discuss about Customer demand oriented pricing methods.
Elaborate on the functions performed by the distribution
channel .(13)
BTL 5 Evaluating
6 Explain about Indirect Channel of Distribution channel.(13) BTL 6 Creating
7
List and explain the stages involved in the new product
development (13).
BTL 1 Remembering

7

8

Describe the Multichannel distribution strategy in detail. (13) BTL 2 Understanding
9
Explain the different methods available for sales promotion in
marketing with examples.(13)
BTL 3 Applying
10
Examine how companies position their products for maximum
competitive advantage in the market place.(13)
BTL 4 Analysing
11
List and explain the different methods available for sales
promotion in marketing with examples.(13)
BTL 1 Remembering
12
Discuss the significance of personal selling. What are the
qualities of a good salesmanship?(13)
BTL 2 Understanding
13 List out direct channel of distribution used by marketers.(13) BTL 4 Analysing
14
How do factors relating to environmental characteristics affect
the selection of channel of distribution.(13)
BTL 1 Remembering

PART C
1. Develop a strategy using the six marketing mix components for the promotion of educational services
for higher ?income households.
2. Give examples of advertising strategies that failed
3. Develop a sales promotion campaign for kids apparel
4. Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore. They
thought instead of doing a job, they will launch fresh vegetables in Indian markets. Having learnt of
the future conventional foods, they decided to venture into cultivation of mushrooms. Mushrooms are
known to be the best alternative food for vegetarians. For Sachin and Virag fund raising was a
serious handicap for mass production. However, the first trial batch of mushrooms that they produced
was bought by Star Hotel in Bangalore. Further, the hotel placed orders for supply of 20 kgs every
day. Now mushroom industry is run by small entrepreneurs, like Sachin and Virag. Another big player
M/s Ashtavinayak Mushrooms, equipped with cold storage facility was more interested in the export
market. Sachin and Virag have set their sights high. They aim to sell mushrooms in a very big way all
over India. Mushrooms have a great market potential and is a perishable food.
Questions
How will you advise Sachin and Virag, as how to increase the consumer awareness about this new
food?
What would be your suggestions for distribution channel for mushrooms?


UNIT- IV BUYER BEHAVIOUR 09
SYLLABUS:Understanding industrial and individual buyer behavior - Influencing factors ? Buyer
Behaviour Models? Online buyer behaviour - Building and measuring customer satisfaction ? Customer
relationships management- CRM Cycle ? Customer acquisition, Retaining, Defection.
PART A
S.No
Questions BT Level Competence
1. Define Buyer behavior. BTL 1 Remembering
2.
Summarize the organizational factors that influence
buyer behavior
BTL 2 Understanding
3
Give the difference between industrial and individual buying
behaviour.
BTL 3 Applying
4 How the internet is influencing the consumer behavior? BTL 4 Analyzing
FirstRanker.com - FirstRanker's Choice

1


(An
?

DEPARTMENT OF MANAGEMENT STUDIES

QUESTION BANK

II SEMESTER
1915207 MARKETING MANAGEMENT
Regulation ? 2019
Academic Year 2019 - 2020








Prepared by
Dr.K.Sentamil Selvan, Assistant Professor (Sel.G)/MBA
Mr.S.Raja ? Asst. Professor /MBA



2


(An
?

DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK

SUBJECT : 1915207 MARKETING MANAGEMENT
SEM / YEAR: II/I
UNIT- I INTRODUCTION 09
SYLLABUS:Marketing ? Definitions - Conceptual frame work ? Marketing Process-Marketing environment:
Internal and External - Marketing interface with other functional areas ? Production, Finance, Human Relations
Management, Information System. Marketing in global environment.
PART A
SNO Questions BT Level Competence
1 What is Marketing Management? BTL 1 Remembering
2 Write about the evolution of marketing. BTL 2 Understanding
3 Identify major markets available to the marketer. BTL 3 Applying
4 Briefly examine the societal marketing concept BTL 4 Analyzing
5 Prioritize the objectives of marketing BTL 5 Evaluating
6 How would you interpret the term marketing interface? BTL 6 Creating
7 List the difference between Marketing and selling. BTL 1 Remembering
8 Illustrate with example why industrial demand is called derived demand. BTL 3 Applying
9
How can the marketer utilize the information relating to needs, wants
and demand?
BTL 3 Applying
10 Examine the production concept. BTL 4 Analyzing
11 Knowledge of external Marketing environment is important ?Evaluate. BTL 5 Evaluating
12 What do you mean by Marketing intermediaries? BTL 6 Creating
13
What are the major ways available for a marketer to enter a foreign
market?
BTL 1 Remembering
14
Summarize the important factors that influence the internal environment
of the Organization
BTL2 Understanding
15
How the marketer can utilize the information relating to the political
environment?
BTL 3 Applying
16 Point out the importance of Human Relations Management in Marketing. BTL 4 Analyzing
17 Define Value Creation. BTL 1 Remembering
18 New technology creates new opportunists for marketers ?outline BTL 2 Understanding
19 Why the Joint Venture is required? BTL 1
Remembering
20
What are the advantages and disadvantages of Licensing arrangement
used to enter a foreign country?
BTL 1
Remembering


3

PART B
1 What are the core concepts of marketing? Explain in detail.(13) BTL 1 Remembering
2
Explain how the external environment affects the marketing operations of
the Company. Summarize the ?Other functions performed by the
Marketer?(13)
BTL 2 Understanding
3
Analyze the major lessons learnt by industrial marketers from
environmental analysis? What are the relevant external environment
factors for a large diesel generator marketer?(13)
BTL 3 Applying
4 a Analyze the facilitating function of the marketing department.(6)
BTL 4 Analysing
b Examine the challenges of Marketing in India.(7)
5 a
Discuss the different philosophies/orientation companies adopt in relation
to marketing management.(6)
BTL 5 Evaluating
b
Elaborate on the prospects and challenges of Marketing in the present
global Environment(7)
6
purpose, to create a
customer?. Discuss the statement keeping in view the nature and purpose
of marketing.(13)
BTL 6 Creating
7

Why do companies undertake selling in the foreign country? What is the
scope of Holistic Marketing?(13)
BTL 1 Remembering
8
Forces in the internal environment of the company are controllable ?
explain.(13)
BTL 2 Understanding
9 a
What is management information system and give its role in marketing
management. (7)
BTL 3 Applying
b
Describe the components in which marketing activities interface with
finance department.(6)
10
Examine how markets are classified on the basis of nature of transaction
and on the basis of commodities .(13)
BTL 4 Analysing
11 What is the relevance of Marketing to society?(13) BTL 1 Remembering
12
Explain in detail the challenges and opportunities of marketing in global
environment.
BTL 2 Understanding
13
Analyze in detail how marketing interfaces with other functional
departments of management like HR, Finance, production and information
systems.(13)
BTL 4 Analysing
14 What is meant by ?Utility in the content of Marketing??(13) BTL 1 Remembering

PART C
1 What are the current approaches used in marketing?
2 A popular Indian brand wants to establish coffee vending machine in various cities and locations in the
country.
Before they establish, the company wants to know their market opportunities and environment.
A)Formulate a market feasibility study to help them from a marketing plan.(9)
B)Develop an analysis of their marketing and competitive marketing(6)
3
Imagine yourself as a marketing manager and narrate your experience about marketing project that
you brought in on time & under budget
4 What you see a challenge that today?s marketing manager?s face?



4

UNIT-II MARKETING STRATEGY 09
SYLLABUS:Marketing strategy formulations ? Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing ? Consumer Marketing ?? Services marketing ? Competitor analysis - Analysis of consumer and
industrial markets ? Marketing Mix in International Environment.
PART A
SNO Questions BT Level Competence
1 Define industrial Marketing. BTL 1 Remembering
2 Briefly explain the term product. BTL 2 Understanding
3 Identify the strategies for marketing services. BTL 3 Applying
4 Differentiate between industrial and consumer marketing. BTL 4 Analyzing
5 Discuss the different types of consumer products. BTL 5 Evaluating
6 In your opinion what are the different types of industrial products BTL 6 Creating
7 What is services marketing? BTL 1 Remembering
8 Outline the unique characteristics of services. BTL 2 Understanding
9 Write a short note on competitor analysis. BTL 3 Applying
10 Classify the different forms of competition. BTL 4 Analyzing
11 Define Marketing Strategy and marketing plan. BTL 5 Evaluating
12 What do you mean by marketing mix? BTL 6 Creating
13 List the strategies employed in consumer durable marketing. BTL 1 Remembering
14 Examine word of mouth strategy. BTL2 Understanding
15 Illustrate the term competitor. BTL 3 Applying
16 Assess the benefits of competitor analysis. BTL 4 Analyzing
17 What do you mean by threat of substitutes? BTL 1 Remembering
18 Explain the bargaining power of the buyer. BTL 2 Understanding
19 Identify the main sources of competitor information. BTL 1 Remembering
20 List the types of international marketing mix strategy. BTL 1 Remembering

PART B
1 a
How would you do a competitor analysis for a company of your choice?
What are the three types of competition a company faces?(13)
BTL 1 Remembering
2
Explain what is meant by marketing strategy and the key drivers of
marketing strategy.(13)
BTL 2 Understanding
3 a
Identify and explain the characteristics that affect the marketing of
services and the additional considerations that services requirement.(7)
BTL 3 Applying
b
Applying theory, define the product and identify the major classification
of products.(6)

4
Under what circumstances purchasing decision of industrial customers
are irrational? Explain with an example.(13)
BTL 4 Analysing

5

5 Compile the strategies followed by market leaders and challengers.(13) BTL 5 Evaluating
6 Market Nicher strategies are also profitable ?Explain.(13) BTL 6 Creating
7
What are the differences between consumer markets and industrial
markets?(13)
BTL 1 Remembering
8
Discuss the strategy of mass customization, the product market
situations and where it can be used.(13)
BTL 2 Understanding
9
Describe the salient features, methodology and challenges of services
marketing. (13)
BTL 3 Applying
10
Outline the importance and functions of marketing mix in development of
effective marketing strategies. (13)
BTL 4 Analysing
11
List and explain the steps involved in industry?s buying decision
process.(13)
BTL 1 Remembering
12
How companies adapt their marketing mixes for international markets?
(13)
BTL 2 Understanding
13 Examine the consumers buying decision behavior(13) BTL 4 Analysing
14 What are the elements of the strategic marketing mix- Explain(13) BTL 1 Remembering

PART C
1
Mention few competitors for a product of your choice and give the qualities OF competition products that
you wish your brand had.
2
Explain the formulation of marketing mix of a service organization. Give examples of bank or insurance
marketing mix.
3
Using competitor analysis evaluates the strengths and weakness of competitor firm of your choice.
4
Organization directs its marketing efforts at 2 or more segments by developing a marketing mix for each
segment.

UNIT- III MARKETING MIX DECISIONS 09
SYLLABUS:Product planning and development ? Product life cycle ? New product Development and
Management
? Market Segmentation ? Targeting and Positioning ?? Multi Channel Distribution strategies ? Advertising and
sales promotions ? Pricing Objectives, Policies and methods.
PART A
S.no Questions BT Level Competence
1
What is meant by Product? BTL 1 Remembering
2
Write the significance of product planning. BTL 2 Understanding
3
Give the role of communication channel management in product
positioning.
BTL 3 Applying

6

4
What is product planning and development? BTL 4 Analyzing

Summarize the various stages of Product Life cycle. BTL 5 Evaluating
5
6
Can you assess the importance of product planning and
Development?
BTL 6 Creating
7
Define Market Segmentation with examples. BTL 1 Remembering
8
Briefly explain about undifferentiated marketing strategy. BTL 2 Understanding
9
Applying the theory briefly explain channel management. BTL 3 Applying
10
Examine the term product price. List the objectives and factors
to be considered when setting the product price.
BTL 4 Analyzing
11
Briefly elaborate on penetration pricing. BTL 5 Evaluating
12
In your opinion what is market skimming price? BTL 6 Creating
13
What functions marketing channels perform? BTL 1 Remembering
14
Outline the major channel alternatives open to companies. BTL2 Understanding
15
Illustrate the Multi channel Distribution strategies. BTL 3 Applying
16
Examine the term target marketing. BTL 4 Analyzing
17
Define sales promotion and its objectives. BTL 1 Remembering
18 Write a critical note on the policy of resale price maintenance. BTL 2 Understanding
19
Define the concept of advertising. BTL 1 Remembering
20
What are the factors affecting price of a product? BTL 1 Remembering

PART B
1 What are the objectives of Product Planning?(13) BTL 1 Remembering
2 a
Illustrate about the different ways of segmenting the consumer
market. Determine the requirements for effective
segmentation.(13)
BTL 2 Understanding
b
Explain the reasons for failure of new product. What are the
forces influencing the management of new products(13)
3
Describe the various stages of Product life cycle and relevant
marketing implications. (13)
BTL 3 Applying
4 List out the objectives of product pricing.(13) BTL 4 Analyzing
5
Discuss about Customer demand oriented pricing methods.
Elaborate on the functions performed by the distribution
channel .(13)
BTL 5 Evaluating
6 Explain about Indirect Channel of Distribution channel.(13) BTL 6 Creating
7
List and explain the stages involved in the new product
development (13).
BTL 1 Remembering

7

8

Describe the Multichannel distribution strategy in detail. (13) BTL 2 Understanding
9
Explain the different methods available for sales promotion in
marketing with examples.(13)
BTL 3 Applying
10
Examine how companies position their products for maximum
competitive advantage in the market place.(13)
BTL 4 Analysing
11
List and explain the different methods available for sales
promotion in marketing with examples.(13)
BTL 1 Remembering
12
Discuss the significance of personal selling. What are the
qualities of a good salesmanship?(13)
BTL 2 Understanding
13 List out direct channel of distribution used by marketers.(13) BTL 4 Analysing
14
How do factors relating to environmental characteristics affect
the selection of channel of distribution.(13)
BTL 1 Remembering

PART C
1. Develop a strategy using the six marketing mix components for the promotion of educational services
for higher ?income households.
2. Give examples of advertising strategies that failed
3. Develop a sales promotion campaign for kids apparel
4. Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore. They
thought instead of doing a job, they will launch fresh vegetables in Indian markets. Having learnt of
the future conventional foods, they decided to venture into cultivation of mushrooms. Mushrooms are
known to be the best alternative food for vegetarians. For Sachin and Virag fund raising was a
serious handicap for mass production. However, the first trial batch of mushrooms that they produced
was bought by Star Hotel in Bangalore. Further, the hotel placed orders for supply of 20 kgs every
day. Now mushroom industry is run by small entrepreneurs, like Sachin and Virag. Another big player
M/s Ashtavinayak Mushrooms, equipped with cold storage facility was more interested in the export
market. Sachin and Virag have set their sights high. They aim to sell mushrooms in a very big way all
over India. Mushrooms have a great market potential and is a perishable food.
Questions
How will you advise Sachin and Virag, as how to increase the consumer awareness about this new
food?
What would be your suggestions for distribution channel for mushrooms?


UNIT- IV BUYER BEHAVIOUR 09
SYLLABUS:Understanding industrial and individual buyer behavior - Influencing factors ? Buyer
Behaviour Models? Online buyer behaviour - Building and measuring customer satisfaction ? Customer
relationships management- CRM Cycle ? Customer acquisition, Retaining, Defection.
PART A
S.No
Questions BT Level Competence
1. Define Buyer behavior. BTL 1 Remembering
2.
Summarize the organizational factors that influence
buyer behavior
BTL 2 Understanding
3
Give the difference between industrial and individual buying
behaviour.
BTL 3 Applying
4 How the internet is influencing the consumer behavior? BTL 4 Analyzing

8

5 List the factors that influence individual buying Behaviour. BTL 5 Evaluating
6 Justify the difference between industrial and individual buyers. BTL 6 Creating
7 Define online marketing trends. BTL 1 Remembering
8 Briefly explain the factors that influence consumer behavior. BTL 2 Understanding
9 What do you mean by buying motives BTL 3 Applying
10
Examine the influence the cultural factors exert on consumers
buying Behaviour
BTL 4 Analyzing
11 Indicate customer relationship management process. BTL 5 Evaluating
12
Briefly explain what is customer retention and why customer
retention is important
BTL 6 Creating
13 What is meant by social class? BTL 1 Remembering
14 Briefly explain about online marketing BTL2 Understanding
15
Applying the theory explain the influence of social factors on
consumer behavior
BTL 3 Applying
16 Analyse the term CRM. BTL 4 Analyzing
17 What is meant by customer acquisition? BTL 1 Remembering
18 Briefly analyse the term customer defection. BTL 2 Understanding ng
19 How can companies increase customer loyalty? BTL 1
Remembering
20 What is customer churn? BTL 1
Remembering



PART B
1

What are the environmental and individual factors that
influence industrial buyer behavior?(13)
BTL 1 Remembering
2
a
Summarize the psychological factors that influence
consumers buying Behavior.(7)
BTL 2 Understanding

b
Explain the importance of consumer behavior.(6)
3

How companies build customer satisfaction. Identify the
methods to measure customer satisfaction.(13)
BTL 3 Applying
4

What do you infer form the learning model of consumer
behavior?(13)
BTL 4 Analysing
5

Discuss about the industrial buying decision process.(13) BTL 5 Evaluating
6

Based on understanding of organizational buyer behavior
,evolve a marketing strategy to market a switch gear project
to the Airport authority of India.(13)
BTL 6 Creating
7

Describe and classify various types of buyer behaviour
models. (13)
BTL 1 Remembering
FirstRanker.com - FirstRanker's Choice

1


(An
?

DEPARTMENT OF MANAGEMENT STUDIES

QUESTION BANK

II SEMESTER
1915207 MARKETING MANAGEMENT
Regulation ? 2019
Academic Year 2019 - 2020








Prepared by
Dr.K.Sentamil Selvan, Assistant Professor (Sel.G)/MBA
Mr.S.Raja ? Asst. Professor /MBA



2


(An
?

DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK

SUBJECT : 1915207 MARKETING MANAGEMENT
SEM / YEAR: II/I
UNIT- I INTRODUCTION 09
SYLLABUS:Marketing ? Definitions - Conceptual frame work ? Marketing Process-Marketing environment:
Internal and External - Marketing interface with other functional areas ? Production, Finance, Human Relations
Management, Information System. Marketing in global environment.
PART A
SNO Questions BT Level Competence
1 What is Marketing Management? BTL 1 Remembering
2 Write about the evolution of marketing. BTL 2 Understanding
3 Identify major markets available to the marketer. BTL 3 Applying
4 Briefly examine the societal marketing concept BTL 4 Analyzing
5 Prioritize the objectives of marketing BTL 5 Evaluating
6 How would you interpret the term marketing interface? BTL 6 Creating
7 List the difference between Marketing and selling. BTL 1 Remembering
8 Illustrate with example why industrial demand is called derived demand. BTL 3 Applying
9
How can the marketer utilize the information relating to needs, wants
and demand?
BTL 3 Applying
10 Examine the production concept. BTL 4 Analyzing
11 Knowledge of external Marketing environment is important ?Evaluate. BTL 5 Evaluating
12 What do you mean by Marketing intermediaries? BTL 6 Creating
13
What are the major ways available for a marketer to enter a foreign
market?
BTL 1 Remembering
14
Summarize the important factors that influence the internal environment
of the Organization
BTL2 Understanding
15
How the marketer can utilize the information relating to the political
environment?
BTL 3 Applying
16 Point out the importance of Human Relations Management in Marketing. BTL 4 Analyzing
17 Define Value Creation. BTL 1 Remembering
18 New technology creates new opportunists for marketers ?outline BTL 2 Understanding
19 Why the Joint Venture is required? BTL 1
Remembering
20
What are the advantages and disadvantages of Licensing arrangement
used to enter a foreign country?
BTL 1
Remembering


3

PART B
1 What are the core concepts of marketing? Explain in detail.(13) BTL 1 Remembering
2
Explain how the external environment affects the marketing operations of
the Company. Summarize the ?Other functions performed by the
Marketer?(13)
BTL 2 Understanding
3
Analyze the major lessons learnt by industrial marketers from
environmental analysis? What are the relevant external environment
factors for a large diesel generator marketer?(13)
BTL 3 Applying
4 a Analyze the facilitating function of the marketing department.(6)
BTL 4 Analysing
b Examine the challenges of Marketing in India.(7)
5 a
Discuss the different philosophies/orientation companies adopt in relation
to marketing management.(6)
BTL 5 Evaluating
b
Elaborate on the prospects and challenges of Marketing in the present
global Environment(7)
6
purpose, to create a
customer?. Discuss the statement keeping in view the nature and purpose
of marketing.(13)
BTL 6 Creating
7

Why do companies undertake selling in the foreign country? What is the
scope of Holistic Marketing?(13)
BTL 1 Remembering
8
Forces in the internal environment of the company are controllable ?
explain.(13)
BTL 2 Understanding
9 a
What is management information system and give its role in marketing
management. (7)
BTL 3 Applying
b
Describe the components in which marketing activities interface with
finance department.(6)
10
Examine how markets are classified on the basis of nature of transaction
and on the basis of commodities .(13)
BTL 4 Analysing
11 What is the relevance of Marketing to society?(13) BTL 1 Remembering
12
Explain in detail the challenges and opportunities of marketing in global
environment.
BTL 2 Understanding
13
Analyze in detail how marketing interfaces with other functional
departments of management like HR, Finance, production and information
systems.(13)
BTL 4 Analysing
14 What is meant by ?Utility in the content of Marketing??(13) BTL 1 Remembering

PART C
1 What are the current approaches used in marketing?
2 A popular Indian brand wants to establish coffee vending machine in various cities and locations in the
country.
Before they establish, the company wants to know their market opportunities and environment.
A)Formulate a market feasibility study to help them from a marketing plan.(9)
B)Develop an analysis of their marketing and competitive marketing(6)
3
Imagine yourself as a marketing manager and narrate your experience about marketing project that
you brought in on time & under budget
4 What you see a challenge that today?s marketing manager?s face?



4

UNIT-II MARKETING STRATEGY 09
SYLLABUS:Marketing strategy formulations ? Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing ? Consumer Marketing ?? Services marketing ? Competitor analysis - Analysis of consumer and
industrial markets ? Marketing Mix in International Environment.
PART A
SNO Questions BT Level Competence
1 Define industrial Marketing. BTL 1 Remembering
2 Briefly explain the term product. BTL 2 Understanding
3 Identify the strategies for marketing services. BTL 3 Applying
4 Differentiate between industrial and consumer marketing. BTL 4 Analyzing
5 Discuss the different types of consumer products. BTL 5 Evaluating
6 In your opinion what are the different types of industrial products BTL 6 Creating
7 What is services marketing? BTL 1 Remembering
8 Outline the unique characteristics of services. BTL 2 Understanding
9 Write a short note on competitor analysis. BTL 3 Applying
10 Classify the different forms of competition. BTL 4 Analyzing
11 Define Marketing Strategy and marketing plan. BTL 5 Evaluating
12 What do you mean by marketing mix? BTL 6 Creating
13 List the strategies employed in consumer durable marketing. BTL 1 Remembering
14 Examine word of mouth strategy. BTL2 Understanding
15 Illustrate the term competitor. BTL 3 Applying
16 Assess the benefits of competitor analysis. BTL 4 Analyzing
17 What do you mean by threat of substitutes? BTL 1 Remembering
18 Explain the bargaining power of the buyer. BTL 2 Understanding
19 Identify the main sources of competitor information. BTL 1 Remembering
20 List the types of international marketing mix strategy. BTL 1 Remembering

PART B
1 a
How would you do a competitor analysis for a company of your choice?
What are the three types of competition a company faces?(13)
BTL 1 Remembering
2
Explain what is meant by marketing strategy and the key drivers of
marketing strategy.(13)
BTL 2 Understanding
3 a
Identify and explain the characteristics that affect the marketing of
services and the additional considerations that services requirement.(7)
BTL 3 Applying
b
Applying theory, define the product and identify the major classification
of products.(6)

4
Under what circumstances purchasing decision of industrial customers
are irrational? Explain with an example.(13)
BTL 4 Analysing

5

5 Compile the strategies followed by market leaders and challengers.(13) BTL 5 Evaluating
6 Market Nicher strategies are also profitable ?Explain.(13) BTL 6 Creating
7
What are the differences between consumer markets and industrial
markets?(13)
BTL 1 Remembering
8
Discuss the strategy of mass customization, the product market
situations and where it can be used.(13)
BTL 2 Understanding
9
Describe the salient features, methodology and challenges of services
marketing. (13)
BTL 3 Applying
10
Outline the importance and functions of marketing mix in development of
effective marketing strategies. (13)
BTL 4 Analysing
11
List and explain the steps involved in industry?s buying decision
process.(13)
BTL 1 Remembering
12
How companies adapt their marketing mixes for international markets?
(13)
BTL 2 Understanding
13 Examine the consumers buying decision behavior(13) BTL 4 Analysing
14 What are the elements of the strategic marketing mix- Explain(13) BTL 1 Remembering

PART C
1
Mention few competitors for a product of your choice and give the qualities OF competition products that
you wish your brand had.
2
Explain the formulation of marketing mix of a service organization. Give examples of bank or insurance
marketing mix.
3
Using competitor analysis evaluates the strengths and weakness of competitor firm of your choice.
4
Organization directs its marketing efforts at 2 or more segments by developing a marketing mix for each
segment.

UNIT- III MARKETING MIX DECISIONS 09
SYLLABUS:Product planning and development ? Product life cycle ? New product Development and
Management
? Market Segmentation ? Targeting and Positioning ?? Multi Channel Distribution strategies ? Advertising and
sales promotions ? Pricing Objectives, Policies and methods.
PART A
S.no Questions BT Level Competence
1
What is meant by Product? BTL 1 Remembering
2
Write the significance of product planning. BTL 2 Understanding
3
Give the role of communication channel management in product
positioning.
BTL 3 Applying

6

4
What is product planning and development? BTL 4 Analyzing

Summarize the various stages of Product Life cycle. BTL 5 Evaluating
5
6
Can you assess the importance of product planning and
Development?
BTL 6 Creating
7
Define Market Segmentation with examples. BTL 1 Remembering
8
Briefly explain about undifferentiated marketing strategy. BTL 2 Understanding
9
Applying the theory briefly explain channel management. BTL 3 Applying
10
Examine the term product price. List the objectives and factors
to be considered when setting the product price.
BTL 4 Analyzing
11
Briefly elaborate on penetration pricing. BTL 5 Evaluating
12
In your opinion what is market skimming price? BTL 6 Creating
13
What functions marketing channels perform? BTL 1 Remembering
14
Outline the major channel alternatives open to companies. BTL2 Understanding
15
Illustrate the Multi channel Distribution strategies. BTL 3 Applying
16
Examine the term target marketing. BTL 4 Analyzing
17
Define sales promotion and its objectives. BTL 1 Remembering
18 Write a critical note on the policy of resale price maintenance. BTL 2 Understanding
19
Define the concept of advertising. BTL 1 Remembering
20
What are the factors affecting price of a product? BTL 1 Remembering

PART B
1 What are the objectives of Product Planning?(13) BTL 1 Remembering
2 a
Illustrate about the different ways of segmenting the consumer
market. Determine the requirements for effective
segmentation.(13)
BTL 2 Understanding
b
Explain the reasons for failure of new product. What are the
forces influencing the management of new products(13)
3
Describe the various stages of Product life cycle and relevant
marketing implications. (13)
BTL 3 Applying
4 List out the objectives of product pricing.(13) BTL 4 Analyzing
5
Discuss about Customer demand oriented pricing methods.
Elaborate on the functions performed by the distribution
channel .(13)
BTL 5 Evaluating
6 Explain about Indirect Channel of Distribution channel.(13) BTL 6 Creating
7
List and explain the stages involved in the new product
development (13).
BTL 1 Remembering

7

8

Describe the Multichannel distribution strategy in detail. (13) BTL 2 Understanding
9
Explain the different methods available for sales promotion in
marketing with examples.(13)
BTL 3 Applying
10
Examine how companies position their products for maximum
competitive advantage in the market place.(13)
BTL 4 Analysing
11
List and explain the different methods available for sales
promotion in marketing with examples.(13)
BTL 1 Remembering
12
Discuss the significance of personal selling. What are the
qualities of a good salesmanship?(13)
BTL 2 Understanding
13 List out direct channel of distribution used by marketers.(13) BTL 4 Analysing
14
How do factors relating to environmental characteristics affect
the selection of channel of distribution.(13)
BTL 1 Remembering

PART C
1. Develop a strategy using the six marketing mix components for the promotion of educational services
for higher ?income households.
2. Give examples of advertising strategies that failed
3. Develop a sales promotion campaign for kids apparel
4. Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore. They
thought instead of doing a job, they will launch fresh vegetables in Indian markets. Having learnt of
the future conventional foods, they decided to venture into cultivation of mushrooms. Mushrooms are
known to be the best alternative food for vegetarians. For Sachin and Virag fund raising was a
serious handicap for mass production. However, the first trial batch of mushrooms that they produced
was bought by Star Hotel in Bangalore. Further, the hotel placed orders for supply of 20 kgs every
day. Now mushroom industry is run by small entrepreneurs, like Sachin and Virag. Another big player
M/s Ashtavinayak Mushrooms, equipped with cold storage facility was more interested in the export
market. Sachin and Virag have set their sights high. They aim to sell mushrooms in a very big way all
over India. Mushrooms have a great market potential and is a perishable food.
Questions
How will you advise Sachin and Virag, as how to increase the consumer awareness about this new
food?
What would be your suggestions for distribution channel for mushrooms?


UNIT- IV BUYER BEHAVIOUR 09
SYLLABUS:Understanding industrial and individual buyer behavior - Influencing factors ? Buyer
Behaviour Models? Online buyer behaviour - Building and measuring customer satisfaction ? Customer
relationships management- CRM Cycle ? Customer acquisition, Retaining, Defection.
PART A
S.No
Questions BT Level Competence
1. Define Buyer behavior. BTL 1 Remembering
2.
Summarize the organizational factors that influence
buyer behavior
BTL 2 Understanding
3
Give the difference between industrial and individual buying
behaviour.
BTL 3 Applying
4 How the internet is influencing the consumer behavior? BTL 4 Analyzing

8

5 List the factors that influence individual buying Behaviour. BTL 5 Evaluating
6 Justify the difference between industrial and individual buyers. BTL 6 Creating
7 Define online marketing trends. BTL 1 Remembering
8 Briefly explain the factors that influence consumer behavior. BTL 2 Understanding
9 What do you mean by buying motives BTL 3 Applying
10
Examine the influence the cultural factors exert on consumers
buying Behaviour
BTL 4 Analyzing
11 Indicate customer relationship management process. BTL 5 Evaluating
12
Briefly explain what is customer retention and why customer
retention is important
BTL 6 Creating
13 What is meant by social class? BTL 1 Remembering
14 Briefly explain about online marketing BTL2 Understanding
15
Applying the theory explain the influence of social factors on
consumer behavior
BTL 3 Applying
16 Analyse the term CRM. BTL 4 Analyzing
17 What is meant by customer acquisition? BTL 1 Remembering
18 Briefly analyse the term customer defection. BTL 2 Understanding ng
19 How can companies increase customer loyalty? BTL 1
Remembering
20 What is customer churn? BTL 1
Remembering



PART B
1

What are the environmental and individual factors that
influence industrial buyer behavior?(13)
BTL 1 Remembering
2
a
Summarize the psychological factors that influence
consumers buying Behavior.(7)
BTL 2 Understanding

b
Explain the importance of consumer behavior.(6)
3

How companies build customer satisfaction. Identify the
methods to measure customer satisfaction.(13)
BTL 3 Applying
4

What do you infer form the learning model of consumer
behavior?(13)
BTL 4 Analysing
5

Discuss about the industrial buying decision process.(13) BTL 5 Evaluating
6

Based on understanding of organizational buyer behavior
,evolve a marketing strategy to market a switch gear project
to the Airport authority of India.(13)
BTL 6 Creating
7

Describe and classify various types of buyer behaviour
models. (13)
BTL 1 Remembering

9

8
Why ?win win ?style is recommended while negotiating with
customers .What guidelines would you follow to adopt this
style?(13)
BTL 2 Understanding
9
Using what you have learnt explain about customer
relationship management (CRM) with suitable examples
and state why is it important in modern day
context.(13)
BTL 3 Applying
10

a Analyze how customer acquisition happens in
companies.(7)
BTL 4 Analysing
b List the types of customer relationship management
(CRM)(6)
11

Explain in detail the fundamentals of customer relationship
management.(13)
BTL 1 Remembering
12

Briefly Explain about the customer retention strategies
followed by companies.(13)
BTL 2 Understanding
13

Identify the causes of customer defection and state the
measures of redirecting defection.(13)
BTL 4 Analysing
14

What are the limitations of CRM?(13) BTL 1 Remembering

PART C

1 How do you for see the future of online marketing?
2 Design a buyer behavior model for purchase of durable goods.
3 How is CRM changing and what does the owner need to be aware of?
4 In the future can CRM be applied in all the environment?

UNIT- V MARKETING RESEARCH & TRENDS IN MARKETING 12
SYLLABUS:Marketing Information System ? Research Process ? Concepts and applications : Product ?
Advertising ? Promotion ? Consumer Behaviour ? Retail research ? Customer driven organizations - Cause
related marketing - Ethics in marketing ?Online marketing trends
PART A
Sno
Questions BT Level Competence
1 What is meant by MIS? BTL 1 Remembering
2
Explain the term advertising media. Suggest suitable media for
advertising electric bulbs.
BTL 2 Understanding
3
How would you use your understanding of market research to
identify the applications of market research
BTL 3 Applying
4 Examine the steps in market research BTL 4 Analyzing
5 Discuss about market intelligence BTL 5 Evaluating
FirstRanker.com - FirstRanker's Choice

1


(An
?

DEPARTMENT OF MANAGEMENT STUDIES

QUESTION BANK

II SEMESTER
1915207 MARKETING MANAGEMENT
Regulation ? 2019
Academic Year 2019 - 2020








Prepared by
Dr.K.Sentamil Selvan, Assistant Professor (Sel.G)/MBA
Mr.S.Raja ? Asst. Professor /MBA



2


(An
?

DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK

SUBJECT : 1915207 MARKETING MANAGEMENT
SEM / YEAR: II/I
UNIT- I INTRODUCTION 09
SYLLABUS:Marketing ? Definitions - Conceptual frame work ? Marketing Process-Marketing environment:
Internal and External - Marketing interface with other functional areas ? Production, Finance, Human Relations
Management, Information System. Marketing in global environment.
PART A
SNO Questions BT Level Competence
1 What is Marketing Management? BTL 1 Remembering
2 Write about the evolution of marketing. BTL 2 Understanding
3 Identify major markets available to the marketer. BTL 3 Applying
4 Briefly examine the societal marketing concept BTL 4 Analyzing
5 Prioritize the objectives of marketing BTL 5 Evaluating
6 How would you interpret the term marketing interface? BTL 6 Creating
7 List the difference between Marketing and selling. BTL 1 Remembering
8 Illustrate with example why industrial demand is called derived demand. BTL 3 Applying
9
How can the marketer utilize the information relating to needs, wants
and demand?
BTL 3 Applying
10 Examine the production concept. BTL 4 Analyzing
11 Knowledge of external Marketing environment is important ?Evaluate. BTL 5 Evaluating
12 What do you mean by Marketing intermediaries? BTL 6 Creating
13
What are the major ways available for a marketer to enter a foreign
market?
BTL 1 Remembering
14
Summarize the important factors that influence the internal environment
of the Organization
BTL2 Understanding
15
How the marketer can utilize the information relating to the political
environment?
BTL 3 Applying
16 Point out the importance of Human Relations Management in Marketing. BTL 4 Analyzing
17 Define Value Creation. BTL 1 Remembering
18 New technology creates new opportunists for marketers ?outline BTL 2 Understanding
19 Why the Joint Venture is required? BTL 1
Remembering
20
What are the advantages and disadvantages of Licensing arrangement
used to enter a foreign country?
BTL 1
Remembering


3

PART B
1 What are the core concepts of marketing? Explain in detail.(13) BTL 1 Remembering
2
Explain how the external environment affects the marketing operations of
the Company. Summarize the ?Other functions performed by the
Marketer?(13)
BTL 2 Understanding
3
Analyze the major lessons learnt by industrial marketers from
environmental analysis? What are the relevant external environment
factors for a large diesel generator marketer?(13)
BTL 3 Applying
4 a Analyze the facilitating function of the marketing department.(6)
BTL 4 Analysing
b Examine the challenges of Marketing in India.(7)
5 a
Discuss the different philosophies/orientation companies adopt in relation
to marketing management.(6)
BTL 5 Evaluating
b
Elaborate on the prospects and challenges of Marketing in the present
global Environment(7)
6
purpose, to create a
customer?. Discuss the statement keeping in view the nature and purpose
of marketing.(13)
BTL 6 Creating
7

Why do companies undertake selling in the foreign country? What is the
scope of Holistic Marketing?(13)
BTL 1 Remembering
8
Forces in the internal environment of the company are controllable ?
explain.(13)
BTL 2 Understanding
9 a
What is management information system and give its role in marketing
management. (7)
BTL 3 Applying
b
Describe the components in which marketing activities interface with
finance department.(6)
10
Examine how markets are classified on the basis of nature of transaction
and on the basis of commodities .(13)
BTL 4 Analysing
11 What is the relevance of Marketing to society?(13) BTL 1 Remembering
12
Explain in detail the challenges and opportunities of marketing in global
environment.
BTL 2 Understanding
13
Analyze in detail how marketing interfaces with other functional
departments of management like HR, Finance, production and information
systems.(13)
BTL 4 Analysing
14 What is meant by ?Utility in the content of Marketing??(13) BTL 1 Remembering

PART C
1 What are the current approaches used in marketing?
2 A popular Indian brand wants to establish coffee vending machine in various cities and locations in the
country.
Before they establish, the company wants to know their market opportunities and environment.
A)Formulate a market feasibility study to help them from a marketing plan.(9)
B)Develop an analysis of their marketing and competitive marketing(6)
3
Imagine yourself as a marketing manager and narrate your experience about marketing project that
you brought in on time & under budget
4 What you see a challenge that today?s marketing manager?s face?



4

UNIT-II MARKETING STRATEGY 09
SYLLABUS:Marketing strategy formulations ? Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing ? Consumer Marketing ?? Services marketing ? Competitor analysis - Analysis of consumer and
industrial markets ? Marketing Mix in International Environment.
PART A
SNO Questions BT Level Competence
1 Define industrial Marketing. BTL 1 Remembering
2 Briefly explain the term product. BTL 2 Understanding
3 Identify the strategies for marketing services. BTL 3 Applying
4 Differentiate between industrial and consumer marketing. BTL 4 Analyzing
5 Discuss the different types of consumer products. BTL 5 Evaluating
6 In your opinion what are the different types of industrial products BTL 6 Creating
7 What is services marketing? BTL 1 Remembering
8 Outline the unique characteristics of services. BTL 2 Understanding
9 Write a short note on competitor analysis. BTL 3 Applying
10 Classify the different forms of competition. BTL 4 Analyzing
11 Define Marketing Strategy and marketing plan. BTL 5 Evaluating
12 What do you mean by marketing mix? BTL 6 Creating
13 List the strategies employed in consumer durable marketing. BTL 1 Remembering
14 Examine word of mouth strategy. BTL2 Understanding
15 Illustrate the term competitor. BTL 3 Applying
16 Assess the benefits of competitor analysis. BTL 4 Analyzing
17 What do you mean by threat of substitutes? BTL 1 Remembering
18 Explain the bargaining power of the buyer. BTL 2 Understanding
19 Identify the main sources of competitor information. BTL 1 Remembering
20 List the types of international marketing mix strategy. BTL 1 Remembering

PART B
1 a
How would you do a competitor analysis for a company of your choice?
What are the three types of competition a company faces?(13)
BTL 1 Remembering
2
Explain what is meant by marketing strategy and the key drivers of
marketing strategy.(13)
BTL 2 Understanding
3 a
Identify and explain the characteristics that affect the marketing of
services and the additional considerations that services requirement.(7)
BTL 3 Applying
b
Applying theory, define the product and identify the major classification
of products.(6)

4
Under what circumstances purchasing decision of industrial customers
are irrational? Explain with an example.(13)
BTL 4 Analysing

5

5 Compile the strategies followed by market leaders and challengers.(13) BTL 5 Evaluating
6 Market Nicher strategies are also profitable ?Explain.(13) BTL 6 Creating
7
What are the differences between consumer markets and industrial
markets?(13)
BTL 1 Remembering
8
Discuss the strategy of mass customization, the product market
situations and where it can be used.(13)
BTL 2 Understanding
9
Describe the salient features, methodology and challenges of services
marketing. (13)
BTL 3 Applying
10
Outline the importance and functions of marketing mix in development of
effective marketing strategies. (13)
BTL 4 Analysing
11
List and explain the steps involved in industry?s buying decision
process.(13)
BTL 1 Remembering
12
How companies adapt their marketing mixes for international markets?
(13)
BTL 2 Understanding
13 Examine the consumers buying decision behavior(13) BTL 4 Analysing
14 What are the elements of the strategic marketing mix- Explain(13) BTL 1 Remembering

PART C
1
Mention few competitors for a product of your choice and give the qualities OF competition products that
you wish your brand had.
2
Explain the formulation of marketing mix of a service organization. Give examples of bank or insurance
marketing mix.
3
Using competitor analysis evaluates the strengths and weakness of competitor firm of your choice.
4
Organization directs its marketing efforts at 2 or more segments by developing a marketing mix for each
segment.

UNIT- III MARKETING MIX DECISIONS 09
SYLLABUS:Product planning and development ? Product life cycle ? New product Development and
Management
? Market Segmentation ? Targeting and Positioning ?? Multi Channel Distribution strategies ? Advertising and
sales promotions ? Pricing Objectives, Policies and methods.
PART A
S.no Questions BT Level Competence
1
What is meant by Product? BTL 1 Remembering
2
Write the significance of product planning. BTL 2 Understanding
3
Give the role of communication channel management in product
positioning.
BTL 3 Applying

6

4
What is product planning and development? BTL 4 Analyzing

Summarize the various stages of Product Life cycle. BTL 5 Evaluating
5
6
Can you assess the importance of product planning and
Development?
BTL 6 Creating
7
Define Market Segmentation with examples. BTL 1 Remembering
8
Briefly explain about undifferentiated marketing strategy. BTL 2 Understanding
9
Applying the theory briefly explain channel management. BTL 3 Applying
10
Examine the term product price. List the objectives and factors
to be considered when setting the product price.
BTL 4 Analyzing
11
Briefly elaborate on penetration pricing. BTL 5 Evaluating
12
In your opinion what is market skimming price? BTL 6 Creating
13
What functions marketing channels perform? BTL 1 Remembering
14
Outline the major channel alternatives open to companies. BTL2 Understanding
15
Illustrate the Multi channel Distribution strategies. BTL 3 Applying
16
Examine the term target marketing. BTL 4 Analyzing
17
Define sales promotion and its objectives. BTL 1 Remembering
18 Write a critical note on the policy of resale price maintenance. BTL 2 Understanding
19
Define the concept of advertising. BTL 1 Remembering
20
What are the factors affecting price of a product? BTL 1 Remembering

PART B
1 What are the objectives of Product Planning?(13) BTL 1 Remembering
2 a
Illustrate about the different ways of segmenting the consumer
market. Determine the requirements for effective
segmentation.(13)
BTL 2 Understanding
b
Explain the reasons for failure of new product. What are the
forces influencing the management of new products(13)
3
Describe the various stages of Product life cycle and relevant
marketing implications. (13)
BTL 3 Applying
4 List out the objectives of product pricing.(13) BTL 4 Analyzing
5
Discuss about Customer demand oriented pricing methods.
Elaborate on the functions performed by the distribution
channel .(13)
BTL 5 Evaluating
6 Explain about Indirect Channel of Distribution channel.(13) BTL 6 Creating
7
List and explain the stages involved in the new product
development (13).
BTL 1 Remembering

7

8

Describe the Multichannel distribution strategy in detail. (13) BTL 2 Understanding
9
Explain the different methods available for sales promotion in
marketing with examples.(13)
BTL 3 Applying
10
Examine how companies position their products for maximum
competitive advantage in the market place.(13)
BTL 4 Analysing
11
List and explain the different methods available for sales
promotion in marketing with examples.(13)
BTL 1 Remembering
12
Discuss the significance of personal selling. What are the
qualities of a good salesmanship?(13)
BTL 2 Understanding
13 List out direct channel of distribution used by marketers.(13) BTL 4 Analysing
14
How do factors relating to environmental characteristics affect
the selection of channel of distribution.(13)
BTL 1 Remembering

PART C
1. Develop a strategy using the six marketing mix components for the promotion of educational services
for higher ?income households.
2. Give examples of advertising strategies that failed
3. Develop a sales promotion campaign for kids apparel
4. Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore. They
thought instead of doing a job, they will launch fresh vegetables in Indian markets. Having learnt of
the future conventional foods, they decided to venture into cultivation of mushrooms. Mushrooms are
known to be the best alternative food for vegetarians. For Sachin and Virag fund raising was a
serious handicap for mass production. However, the first trial batch of mushrooms that they produced
was bought by Star Hotel in Bangalore. Further, the hotel placed orders for supply of 20 kgs every
day. Now mushroom industry is run by small entrepreneurs, like Sachin and Virag. Another big player
M/s Ashtavinayak Mushrooms, equipped with cold storage facility was more interested in the export
market. Sachin and Virag have set their sights high. They aim to sell mushrooms in a very big way all
over India. Mushrooms have a great market potential and is a perishable food.
Questions
How will you advise Sachin and Virag, as how to increase the consumer awareness about this new
food?
What would be your suggestions for distribution channel for mushrooms?


UNIT- IV BUYER BEHAVIOUR 09
SYLLABUS:Understanding industrial and individual buyer behavior - Influencing factors ? Buyer
Behaviour Models? Online buyer behaviour - Building and measuring customer satisfaction ? Customer
relationships management- CRM Cycle ? Customer acquisition, Retaining, Defection.
PART A
S.No
Questions BT Level Competence
1. Define Buyer behavior. BTL 1 Remembering
2.
Summarize the organizational factors that influence
buyer behavior
BTL 2 Understanding
3
Give the difference between industrial and individual buying
behaviour.
BTL 3 Applying
4 How the internet is influencing the consumer behavior? BTL 4 Analyzing

8

5 List the factors that influence individual buying Behaviour. BTL 5 Evaluating
6 Justify the difference between industrial and individual buyers. BTL 6 Creating
7 Define online marketing trends. BTL 1 Remembering
8 Briefly explain the factors that influence consumer behavior. BTL 2 Understanding
9 What do you mean by buying motives BTL 3 Applying
10
Examine the influence the cultural factors exert on consumers
buying Behaviour
BTL 4 Analyzing
11 Indicate customer relationship management process. BTL 5 Evaluating
12
Briefly explain what is customer retention and why customer
retention is important
BTL 6 Creating
13 What is meant by social class? BTL 1 Remembering
14 Briefly explain about online marketing BTL2 Understanding
15
Applying the theory explain the influence of social factors on
consumer behavior
BTL 3 Applying
16 Analyse the term CRM. BTL 4 Analyzing
17 What is meant by customer acquisition? BTL 1 Remembering
18 Briefly analyse the term customer defection. BTL 2 Understanding ng
19 How can companies increase customer loyalty? BTL 1
Remembering
20 What is customer churn? BTL 1
Remembering



PART B
1

What are the environmental and individual factors that
influence industrial buyer behavior?(13)
BTL 1 Remembering
2
a
Summarize the psychological factors that influence
consumers buying Behavior.(7)
BTL 2 Understanding

b
Explain the importance of consumer behavior.(6)
3

How companies build customer satisfaction. Identify the
methods to measure customer satisfaction.(13)
BTL 3 Applying
4

What do you infer form the learning model of consumer
behavior?(13)
BTL 4 Analysing
5

Discuss about the industrial buying decision process.(13) BTL 5 Evaluating
6

Based on understanding of organizational buyer behavior
,evolve a marketing strategy to market a switch gear project
to the Airport authority of India.(13)
BTL 6 Creating
7

Describe and classify various types of buyer behaviour
models. (13)
BTL 1 Remembering

9

8
Why ?win win ?style is recommended while negotiating with
customers .What guidelines would you follow to adopt this
style?(13)
BTL 2 Understanding
9
Using what you have learnt explain about customer
relationship management (CRM) with suitable examples
and state why is it important in modern day
context.(13)
BTL 3 Applying
10

a Analyze how customer acquisition happens in
companies.(7)
BTL 4 Analysing
b List the types of customer relationship management
(CRM)(6)
11

Explain in detail the fundamentals of customer relationship
management.(13)
BTL 1 Remembering
12

Briefly Explain about the customer retention strategies
followed by companies.(13)
BTL 2 Understanding
13

Identify the causes of customer defection and state the
measures of redirecting defection.(13)
BTL 4 Analysing
14

What are the limitations of CRM?(13) BTL 1 Remembering

PART C

1 How do you for see the future of online marketing?
2 Design a buyer behavior model for purchase of durable goods.
3 How is CRM changing and what does the owner need to be aware of?
4 In the future can CRM be applied in all the environment?

UNIT- V MARKETING RESEARCH & TRENDS IN MARKETING 12
SYLLABUS:Marketing Information System ? Research Process ? Concepts and applications : Product ?
Advertising ? Promotion ? Consumer Behaviour ? Retail research ? Customer driven organizations - Cause
related marketing - Ethics in marketing ?Online marketing trends
PART A
Sno
Questions BT Level Competence
1 What is meant by MIS? BTL 1 Remembering
2
Explain the term advertising media. Suggest suitable media for
advertising electric bulbs.
BTL 2 Understanding
3
How would you use your understanding of market research to
identify the applications of market research
BTL 3 Applying
4 Examine the steps in market research BTL 4 Analyzing
5 Discuss about market intelligence BTL 5 Evaluating

10

6
Differentiate between marketing research and marketing
information systems.
BTL 6 Creating
7 What is meant by survey research? BTL 1 Remembering
8
Compare primary data Vs Secondary data collection methods in
research
BTL 2 Understanding
9 Explain the sampling plan to be adopted by the research BTL 3 Applying
10 Briefly examine the term consumerism. BTL 4 Analyzing
11 Discuss the term social marketing BTL 5 Evaluating
12 What in your opinion is franchise organization? BTL 6 Creating
13 What is cause- related marketing? BTL 1 Remembering
14
How will you state or interpret in your own words internet
marketing?
BTL2 Understanding
15
Making use of theory summarize the essential features of well
designed web page
BTL 3 Applying
16 Analyse focus group research. BTL 4 Analyzing
17 How should the marketer formulate the research report? BTL 1 Remembering
18 List some companies involved in web based marketing. BTL 2 Understanding
19 Define marketing ethics with suitable example. BTL 1 Remembering
20
What is meant by retailing and list the retail formats based on
service?
BTL 1 Remembering

PART B
1
Define marketing information system and explain the importance
of information to the company and its understanding of the market
place.(13)
BTL 1 Remembering
2 Outline the steps in the marketing research process.(13) BTL 2 Understanding
3
Identify and explain the objectives and applications of Market
research. (13)
BTL 3 Applying
4 a Examine the attributes of marketing information system .(7) BTL 4 Analysing
b
List the advantages and disadvantages of cause related
marketing.(6)

5 Evaluate why mass communication is important in ? ( 13) BTL 5 Evaluating
6
Explain the concepts and types of marketing research and their
role in product development.(13)
BTL 6 Creating
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(An
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DEPARTMENT OF MANAGEMENT STUDIES

QUESTION BANK

II SEMESTER
1915207 MARKETING MANAGEMENT
Regulation ? 2019
Academic Year 2019 - 2020








Prepared by
Dr.K.Sentamil Selvan, Assistant Professor (Sel.G)/MBA
Mr.S.Raja ? Asst. Professor /MBA



2


(An
?

DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK

SUBJECT : 1915207 MARKETING MANAGEMENT
SEM / YEAR: II/I
UNIT- I INTRODUCTION 09
SYLLABUS:Marketing ? Definitions - Conceptual frame work ? Marketing Process-Marketing environment:
Internal and External - Marketing interface with other functional areas ? Production, Finance, Human Relations
Management, Information System. Marketing in global environment.
PART A
SNO Questions BT Level Competence
1 What is Marketing Management? BTL 1 Remembering
2 Write about the evolution of marketing. BTL 2 Understanding
3 Identify major markets available to the marketer. BTL 3 Applying
4 Briefly examine the societal marketing concept BTL 4 Analyzing
5 Prioritize the objectives of marketing BTL 5 Evaluating
6 How would you interpret the term marketing interface? BTL 6 Creating
7 List the difference between Marketing and selling. BTL 1 Remembering
8 Illustrate with example why industrial demand is called derived demand. BTL 3 Applying
9
How can the marketer utilize the information relating to needs, wants
and demand?
BTL 3 Applying
10 Examine the production concept. BTL 4 Analyzing
11 Knowledge of external Marketing environment is important ?Evaluate. BTL 5 Evaluating
12 What do you mean by Marketing intermediaries? BTL 6 Creating
13
What are the major ways available for a marketer to enter a foreign
market?
BTL 1 Remembering
14
Summarize the important factors that influence the internal environment
of the Organization
BTL2 Understanding
15
How the marketer can utilize the information relating to the political
environment?
BTL 3 Applying
16 Point out the importance of Human Relations Management in Marketing. BTL 4 Analyzing
17 Define Value Creation. BTL 1 Remembering
18 New technology creates new opportunists for marketers ?outline BTL 2 Understanding
19 Why the Joint Venture is required? BTL 1
Remembering
20
What are the advantages and disadvantages of Licensing arrangement
used to enter a foreign country?
BTL 1
Remembering


3

PART B
1 What are the core concepts of marketing? Explain in detail.(13) BTL 1 Remembering
2
Explain how the external environment affects the marketing operations of
the Company. Summarize the ?Other functions performed by the
Marketer?(13)
BTL 2 Understanding
3
Analyze the major lessons learnt by industrial marketers from
environmental analysis? What are the relevant external environment
factors for a large diesel generator marketer?(13)
BTL 3 Applying
4 a Analyze the facilitating function of the marketing department.(6)
BTL 4 Analysing
b Examine the challenges of Marketing in India.(7)
5 a
Discuss the different philosophies/orientation companies adopt in relation
to marketing management.(6)
BTL 5 Evaluating
b
Elaborate on the prospects and challenges of Marketing in the present
global Environment(7)
6
purpose, to create a
customer?. Discuss the statement keeping in view the nature and purpose
of marketing.(13)
BTL 6 Creating
7

Why do companies undertake selling in the foreign country? What is the
scope of Holistic Marketing?(13)
BTL 1 Remembering
8
Forces in the internal environment of the company are controllable ?
explain.(13)
BTL 2 Understanding
9 a
What is management information system and give its role in marketing
management. (7)
BTL 3 Applying
b
Describe the components in which marketing activities interface with
finance department.(6)
10
Examine how markets are classified on the basis of nature of transaction
and on the basis of commodities .(13)
BTL 4 Analysing
11 What is the relevance of Marketing to society?(13) BTL 1 Remembering
12
Explain in detail the challenges and opportunities of marketing in global
environment.
BTL 2 Understanding
13
Analyze in detail how marketing interfaces with other functional
departments of management like HR, Finance, production and information
systems.(13)
BTL 4 Analysing
14 What is meant by ?Utility in the content of Marketing??(13) BTL 1 Remembering

PART C
1 What are the current approaches used in marketing?
2 A popular Indian brand wants to establish coffee vending machine in various cities and locations in the
country.
Before they establish, the company wants to know their market opportunities and environment.
A)Formulate a market feasibility study to help them from a marketing plan.(9)
B)Develop an analysis of their marketing and competitive marketing(6)
3
Imagine yourself as a marketing manager and narrate your experience about marketing project that
you brought in on time & under budget
4 What you see a challenge that today?s marketing manager?s face?



4

UNIT-II MARKETING STRATEGY 09
SYLLABUS:Marketing strategy formulations ? Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing ? Consumer Marketing ?? Services marketing ? Competitor analysis - Analysis of consumer and
industrial markets ? Marketing Mix in International Environment.
PART A
SNO Questions BT Level Competence
1 Define industrial Marketing. BTL 1 Remembering
2 Briefly explain the term product. BTL 2 Understanding
3 Identify the strategies for marketing services. BTL 3 Applying
4 Differentiate between industrial and consumer marketing. BTL 4 Analyzing
5 Discuss the different types of consumer products. BTL 5 Evaluating
6 In your opinion what are the different types of industrial products BTL 6 Creating
7 What is services marketing? BTL 1 Remembering
8 Outline the unique characteristics of services. BTL 2 Understanding
9 Write a short note on competitor analysis. BTL 3 Applying
10 Classify the different forms of competition. BTL 4 Analyzing
11 Define Marketing Strategy and marketing plan. BTL 5 Evaluating
12 What do you mean by marketing mix? BTL 6 Creating
13 List the strategies employed in consumer durable marketing. BTL 1 Remembering
14 Examine word of mouth strategy. BTL2 Understanding
15 Illustrate the term competitor. BTL 3 Applying
16 Assess the benefits of competitor analysis. BTL 4 Analyzing
17 What do you mean by threat of substitutes? BTL 1 Remembering
18 Explain the bargaining power of the buyer. BTL 2 Understanding
19 Identify the main sources of competitor information. BTL 1 Remembering
20 List the types of international marketing mix strategy. BTL 1 Remembering

PART B
1 a
How would you do a competitor analysis for a company of your choice?
What are the three types of competition a company faces?(13)
BTL 1 Remembering
2
Explain what is meant by marketing strategy and the key drivers of
marketing strategy.(13)
BTL 2 Understanding
3 a
Identify and explain the characteristics that affect the marketing of
services and the additional considerations that services requirement.(7)
BTL 3 Applying
b
Applying theory, define the product and identify the major classification
of products.(6)

4
Under what circumstances purchasing decision of industrial customers
are irrational? Explain with an example.(13)
BTL 4 Analysing

5

5 Compile the strategies followed by market leaders and challengers.(13) BTL 5 Evaluating
6 Market Nicher strategies are also profitable ?Explain.(13) BTL 6 Creating
7
What are the differences between consumer markets and industrial
markets?(13)
BTL 1 Remembering
8
Discuss the strategy of mass customization, the product market
situations and where it can be used.(13)
BTL 2 Understanding
9
Describe the salient features, methodology and challenges of services
marketing. (13)
BTL 3 Applying
10
Outline the importance and functions of marketing mix in development of
effective marketing strategies. (13)
BTL 4 Analysing
11
List and explain the steps involved in industry?s buying decision
process.(13)
BTL 1 Remembering
12
How companies adapt their marketing mixes for international markets?
(13)
BTL 2 Understanding
13 Examine the consumers buying decision behavior(13) BTL 4 Analysing
14 What are the elements of the strategic marketing mix- Explain(13) BTL 1 Remembering

PART C
1
Mention few competitors for a product of your choice and give the qualities OF competition products that
you wish your brand had.
2
Explain the formulation of marketing mix of a service organization. Give examples of bank or insurance
marketing mix.
3
Using competitor analysis evaluates the strengths and weakness of competitor firm of your choice.
4
Organization directs its marketing efforts at 2 or more segments by developing a marketing mix for each
segment.

UNIT- III MARKETING MIX DECISIONS 09
SYLLABUS:Product planning and development ? Product life cycle ? New product Development and
Management
? Market Segmentation ? Targeting and Positioning ?? Multi Channel Distribution strategies ? Advertising and
sales promotions ? Pricing Objectives, Policies and methods.
PART A
S.no Questions BT Level Competence
1
What is meant by Product? BTL 1 Remembering
2
Write the significance of product planning. BTL 2 Understanding
3
Give the role of communication channel management in product
positioning.
BTL 3 Applying

6

4
What is product planning and development? BTL 4 Analyzing

Summarize the various stages of Product Life cycle. BTL 5 Evaluating
5
6
Can you assess the importance of product planning and
Development?
BTL 6 Creating
7
Define Market Segmentation with examples. BTL 1 Remembering
8
Briefly explain about undifferentiated marketing strategy. BTL 2 Understanding
9
Applying the theory briefly explain channel management. BTL 3 Applying
10
Examine the term product price. List the objectives and factors
to be considered when setting the product price.
BTL 4 Analyzing
11
Briefly elaborate on penetration pricing. BTL 5 Evaluating
12
In your opinion what is market skimming price? BTL 6 Creating
13
What functions marketing channels perform? BTL 1 Remembering
14
Outline the major channel alternatives open to companies. BTL2 Understanding
15
Illustrate the Multi channel Distribution strategies. BTL 3 Applying
16
Examine the term target marketing. BTL 4 Analyzing
17
Define sales promotion and its objectives. BTL 1 Remembering
18 Write a critical note on the policy of resale price maintenance. BTL 2 Understanding
19
Define the concept of advertising. BTL 1 Remembering
20
What are the factors affecting price of a product? BTL 1 Remembering

PART B
1 What are the objectives of Product Planning?(13) BTL 1 Remembering
2 a
Illustrate about the different ways of segmenting the consumer
market. Determine the requirements for effective
segmentation.(13)
BTL 2 Understanding
b
Explain the reasons for failure of new product. What are the
forces influencing the management of new products(13)
3
Describe the various stages of Product life cycle and relevant
marketing implications. (13)
BTL 3 Applying
4 List out the objectives of product pricing.(13) BTL 4 Analyzing
5
Discuss about Customer demand oriented pricing methods.
Elaborate on the functions performed by the distribution
channel .(13)
BTL 5 Evaluating
6 Explain about Indirect Channel of Distribution channel.(13) BTL 6 Creating
7
List and explain the stages involved in the new product
development (13).
BTL 1 Remembering

7

8

Describe the Multichannel distribution strategy in detail. (13) BTL 2 Understanding
9
Explain the different methods available for sales promotion in
marketing with examples.(13)
BTL 3 Applying
10
Examine how companies position their products for maximum
competitive advantage in the market place.(13)
BTL 4 Analysing
11
List and explain the different methods available for sales
promotion in marketing with examples.(13)
BTL 1 Remembering
12
Discuss the significance of personal selling. What are the
qualities of a good salesmanship?(13)
BTL 2 Understanding
13 List out direct channel of distribution used by marketers.(13) BTL 4 Analysing
14
How do factors relating to environmental characteristics affect
the selection of channel of distribution.(13)
BTL 1 Remembering

PART C
1. Develop a strategy using the six marketing mix components for the promotion of educational services
for higher ?income households.
2. Give examples of advertising strategies that failed
3. Develop a sales promotion campaign for kids apparel
4. Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore. They
thought instead of doing a job, they will launch fresh vegetables in Indian markets. Having learnt of
the future conventional foods, they decided to venture into cultivation of mushrooms. Mushrooms are
known to be the best alternative food for vegetarians. For Sachin and Virag fund raising was a
serious handicap for mass production. However, the first trial batch of mushrooms that they produced
was bought by Star Hotel in Bangalore. Further, the hotel placed orders for supply of 20 kgs every
day. Now mushroom industry is run by small entrepreneurs, like Sachin and Virag. Another big player
M/s Ashtavinayak Mushrooms, equipped with cold storage facility was more interested in the export
market. Sachin and Virag have set their sights high. They aim to sell mushrooms in a very big way all
over India. Mushrooms have a great market potential and is a perishable food.
Questions
How will you advise Sachin and Virag, as how to increase the consumer awareness about this new
food?
What would be your suggestions for distribution channel for mushrooms?


UNIT- IV BUYER BEHAVIOUR 09
SYLLABUS:Understanding industrial and individual buyer behavior - Influencing factors ? Buyer
Behaviour Models? Online buyer behaviour - Building and measuring customer satisfaction ? Customer
relationships management- CRM Cycle ? Customer acquisition, Retaining, Defection.
PART A
S.No
Questions BT Level Competence
1. Define Buyer behavior. BTL 1 Remembering
2.
Summarize the organizational factors that influence
buyer behavior
BTL 2 Understanding
3
Give the difference between industrial and individual buying
behaviour.
BTL 3 Applying
4 How the internet is influencing the consumer behavior? BTL 4 Analyzing

8

5 List the factors that influence individual buying Behaviour. BTL 5 Evaluating
6 Justify the difference between industrial and individual buyers. BTL 6 Creating
7 Define online marketing trends. BTL 1 Remembering
8 Briefly explain the factors that influence consumer behavior. BTL 2 Understanding
9 What do you mean by buying motives BTL 3 Applying
10
Examine the influence the cultural factors exert on consumers
buying Behaviour
BTL 4 Analyzing
11 Indicate customer relationship management process. BTL 5 Evaluating
12
Briefly explain what is customer retention and why customer
retention is important
BTL 6 Creating
13 What is meant by social class? BTL 1 Remembering
14 Briefly explain about online marketing BTL2 Understanding
15
Applying the theory explain the influence of social factors on
consumer behavior
BTL 3 Applying
16 Analyse the term CRM. BTL 4 Analyzing
17 What is meant by customer acquisition? BTL 1 Remembering
18 Briefly analyse the term customer defection. BTL 2 Understanding ng
19 How can companies increase customer loyalty? BTL 1
Remembering
20 What is customer churn? BTL 1
Remembering



PART B
1

What are the environmental and individual factors that
influence industrial buyer behavior?(13)
BTL 1 Remembering
2
a
Summarize the psychological factors that influence
consumers buying Behavior.(7)
BTL 2 Understanding

b
Explain the importance of consumer behavior.(6)
3

How companies build customer satisfaction. Identify the
methods to measure customer satisfaction.(13)
BTL 3 Applying
4

What do you infer form the learning model of consumer
behavior?(13)
BTL 4 Analysing
5

Discuss about the industrial buying decision process.(13) BTL 5 Evaluating
6

Based on understanding of organizational buyer behavior
,evolve a marketing strategy to market a switch gear project
to the Airport authority of India.(13)
BTL 6 Creating
7

Describe and classify various types of buyer behaviour
models. (13)
BTL 1 Remembering

9

8
Why ?win win ?style is recommended while negotiating with
customers .What guidelines would you follow to adopt this
style?(13)
BTL 2 Understanding
9
Using what you have learnt explain about customer
relationship management (CRM) with suitable examples
and state why is it important in modern day
context.(13)
BTL 3 Applying
10

a Analyze how customer acquisition happens in
companies.(7)
BTL 4 Analysing
b List the types of customer relationship management
(CRM)(6)
11

Explain in detail the fundamentals of customer relationship
management.(13)
BTL 1 Remembering
12

Briefly Explain about the customer retention strategies
followed by companies.(13)
BTL 2 Understanding
13

Identify the causes of customer defection and state the
measures of redirecting defection.(13)
BTL 4 Analysing
14

What are the limitations of CRM?(13) BTL 1 Remembering

PART C

1 How do you for see the future of online marketing?
2 Design a buyer behavior model for purchase of durable goods.
3 How is CRM changing and what does the owner need to be aware of?
4 In the future can CRM be applied in all the environment?

UNIT- V MARKETING RESEARCH & TRENDS IN MARKETING 12
SYLLABUS:Marketing Information System ? Research Process ? Concepts and applications : Product ?
Advertising ? Promotion ? Consumer Behaviour ? Retail research ? Customer driven organizations - Cause
related marketing - Ethics in marketing ?Online marketing trends
PART A
Sno
Questions BT Level Competence
1 What is meant by MIS? BTL 1 Remembering
2
Explain the term advertising media. Suggest suitable media for
advertising electric bulbs.
BTL 2 Understanding
3
How would you use your understanding of market research to
identify the applications of market research
BTL 3 Applying
4 Examine the steps in market research BTL 4 Analyzing
5 Discuss about market intelligence BTL 5 Evaluating

10

6
Differentiate between marketing research and marketing
information systems.
BTL 6 Creating
7 What is meant by survey research? BTL 1 Remembering
8
Compare primary data Vs Secondary data collection methods in
research
BTL 2 Understanding
9 Explain the sampling plan to be adopted by the research BTL 3 Applying
10 Briefly examine the term consumerism. BTL 4 Analyzing
11 Discuss the term social marketing BTL 5 Evaluating
12 What in your opinion is franchise organization? BTL 6 Creating
13 What is cause- related marketing? BTL 1 Remembering
14
How will you state or interpret in your own words internet
marketing?
BTL2 Understanding
15
Making use of theory summarize the essential features of well
designed web page
BTL 3 Applying
16 Analyse focus group research. BTL 4 Analyzing
17 How should the marketer formulate the research report? BTL 1 Remembering
18 List some companies involved in web based marketing. BTL 2 Understanding
19 Define marketing ethics with suitable example. BTL 1 Remembering
20
What is meant by retailing and list the retail formats based on
service?
BTL 1 Remembering

PART B
1
Define marketing information system and explain the importance
of information to the company and its understanding of the market
place.(13)
BTL 1 Remembering
2 Outline the steps in the marketing research process.(13) BTL 2 Understanding
3
Identify and explain the objectives and applications of Market
research. (13)
BTL 3 Applying
4 a Examine the attributes of marketing information system .(7) BTL 4 Analysing
b
List the advantages and disadvantages of cause related
marketing.(6)

5 Evaluate why mass communication is important in ? ( 13) BTL 5 Evaluating
6
Explain the concepts and types of marketing research and their
role in product development.(13)
BTL 6 Creating

11

7 a
Relate how a company designs a customer driven marketing
strategy.(7)
BTL 1 Remembering
b What are the ethical issues in marketing relating to the product?(6)
8
Summarise the primary and secondary sources of data available
for research ? Explain.(13)
BTL 2 Understanding
9 Explain in detail about Digital Marketing Communication. (13) BTL 3 Applying
10 a Examine the ethical issues relating to promotion.(7) BTL 4 Analysing
b Analyse the importance of product research .(6)
11 Spell out the advantages of online Marketing.(13) BTL 1 Remembering
12

Describe the role, guidelines and regulations of marketing ethics in
global markets. (13)
BTL 6 Creating
13 Analyze the important enablers of online buying.(13) BTL 4 Analysing
14 What are the Barriers to online buying by consumers?(13) BTL 1 Remembering

UNIT V
PART C
1
Give a case study example of e-commerce marketing trend verses conventional marketing in the
development of new electronic consumer products.
2
Money spent on advertisement is not wasteful. Critically examine
3
How can we enhance our retailing marketing strategy to grow the sales?
4
unethical pricing practices exist -comment

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This post was last modified on 29 February 2020