MMII Introsession

Marketing Management II How much do you remember from Marketing Management I ???

This course’s assessment includes: Assessment Item

Weight %

Mid Term Exam

20

End term Exam

40

Quizzes

10

Class Participation/ Reflective otes

10

Mar!etin" Plan Report

10

#lice of Mar!etin" Plan Presentation

10

Let us review MM1 1. Marke Marketin ting g is a-----a---------------- proce process ss a) b) c) d)

Societ Soci etal al Elem Elemen enta tary ry Polit litical Comm Commer erci cial al

2. Which of the folloing is a key marketing task! a) b) c) d)

Choosing "al#e $esigning "al#e Comm#nicating "al#e %ll of the abo"e

&hink abo#t hat "al#e and "al#e creation mean in marketing.

&hink abo#t ho 'abong.com( myntra and flipkart are creating "al#e for their c#stomers!

.Which of the folloing is not a stakeholder in a b#siness* a) b) c) d)

Members of media S#ppliers C#stomers +eg#lators

&hink abo#t ho the different type of stakeholders are effected by * b#siness clos#re( declining profits( stagnant sales( high groth!

,. &he basic difference beteen ant and demand is created by* a) b) c) d)

eeling of depri"ation +e#irement of the prod#ct Willingness to b#y %bility to p#rchase

$o e in marketing foc#s on ants or demands!!!!! Can e ignore ants!

/. &he prod#ct concept foc#s is on* a) b) c) d)

C#stomer needs Prod#ct #ality Prod#ct s#pply C#stomer "al#e

&hink abo#t hy prod#ct concept may or may not be good for an organi0atio Contrast it to prod#ction concept.

. Which of the folloing are not part of a firms macro en"ironment! a) b) c) d)

C#lt#ral &echnological +eg#latory Political

&hink abo#t ho changes in this en"ironment impact the ind#stry and the firm!!!

3. Which of the folloing is not a part of the firms micro en"ironment! a) b) c) d)

4n"estors Employees S#ppliers C#stomers

Why is grip o"er micro en"ironment necessary!!! What does micro en"ironment signify!!!

5. $emographics is a st#dy of* a) b) c) d)

Pop#lation characteristics C#lt#re 6#ying habits 7one

hy is a so#nd #nderstanding of demographic changes necessary for a Marketer! recall the ma8or changes in the demographic en"ironment!

9. Portfolio of a firm consist of many b#sinesses hich are called* a) b) c) d)

Strategic 6#siness :nits 6 C; Matri< enterprises 7one of the abo"e

Why are b#siness portfolios critical to be managed effecti"ely!

1=. % firms decision to gro b#siness "ery different from its c#rrent >ine of acti"ity is called* . . . .

4ntegrated groth 4ntensi"e groth $i"ersification groth 7one of the abo"e

:nder hat conditions does a b#siness ish to gro beyond its market!

11. % gro#p of people that a cons#mer does not ish to reference 4s called* a) b) c) d)

%spirational reference gro#p Membership reference gro#p $issociati"e reference gro#p 7one of the abo"e

?o do marketers #se reference gro#ps for promoting their brands!!

12. Psychographic segmentation deals ith di"ing c#stomers into different segments on the basis of their * a) b) c) d)

%ttit#des >ifestyles and "al#es C#lt#ral backgro#nds 4ncome

1. Comple< b#ying beha"io#r is eate ma8ority >aggards Pioneers Early ma8ority

What is the significance of the abo"e categories!!

1/.Which of the folloing are the b#ying sit#ations in 626  markets* a) b) c) d)

Straight re-b#y Modified re-b#y 7e task %ll of the abo"e

1. 4n order to be attracti"e a market segment m#st be* a) b) c) d)

Meas#rable %ccessible S#bstantial %ll of the abo"e

Which of the abo"e is most critical!

13.&he other name for mass marketing is* a) b) c) d)

#ll market co"erage M#ltiple segments Single segments Mass c#stomi0ation

What is mass c#stomi0ation! ?o is mass c#stomi0ation becoming possible!

15. Sa"lons claim that it does not sting as an antiseptic li#id created its* a) b) c) d)

Point of parity Point of differentiation Competiti"e frame of reference 7one of the abo"e

19.&he idth of a firms prod#ct mi< is defined by its* a) b) c) d)

Prod#ct "ariants 7#mber of prod#ct lines Similarity in prod#ct lines 7one of the abo"e

2=. %t hich stage of P>C are the profits loest* a) b) c) d)

4ntrod#ction ;roth Mat#rity decline

21. @al#e based pricing starts ith the * a) b) c) d)

Companys cost C#stomer Competitors 7one of the abo"e

22.&he dependence on channel members to dri"e sales is greater in a) b)

P#sh strategy P#ll strategy

2. Which of the folloing channels are most e