Marketing Management- Question Bank Section-A (2Marks)

1) What are the characteristics of an effective marketing mix? 2) How can informal communication among various departments in an organization facilitate the marketing function? 3) Why should a company attempt to emotionally engage its customers 4) Of the various roles played by consumers in the decisions making process, which one is more important and why? 5) Why is it important for a company to study its environment? 6) What are the important requirements for commissioning a good research? 7) What are the essential conditions in designing a questionnaire to elicit a correct response from the respondent? 8) Define Marketing Management. 9) Define the terms: Exchange and Transactions. 10) 11) 12) 13) Give one example of each of the following: Places and Ideas to Brief Selling Concept What is mean by strategic marketing plan? Which are the different types of customers? be marketed.

14) Explain competition power used to motivate channel members? 15) In which organization structure a company can avoid geographic or customer duplication? 16) Give the difference between transformational and transactional leadership. 17) What is mean by profit margin quota and give its importance.

18) State the critical success factors for making distribution strategy effective. 19) Describe the horizontal marketing system in short. 20) What is relationship selling?

Section B (8 Marks)
1. Does marketing orientation impact business performance? Discuss. 2. Effectiveness in serving the customer is paramount for the survival of the business. Comment? 3. Distinguish between efficiency and effectiveness in terms of serving the needs of the customer? 4. Discuss the limitations of the marketing concept? Do you agree with these limitations? 5. Coordination between the marketing department and the other departments of an organization is crucial for implementing the marketing concept. Explain. 6. What is marketing myopia? 7. How does the marketers commitment affect his ability to serve customers? 8. What barriers may a marketing manager face when trying to convince other people within an organization that they should adopt the marketing concept? 9. Discuss the difference between marketing research and MIS? 10.Discuss the usefulness of marketing research in understanding customers and competitors? 11.It is always better to hire a professional marketing research firm rather than engaging ones own staff for this purpose. Comment.

12. Distinguish between ad-ho research and continuous research? 13. Discuss types of continuous research methods that are adopted by companies? 14. For what type of data can the following prove to be useful: I) Consumer panels? II) Retail audits? 15.Is continuous research better than ad-hoc research? 16.What is a research proposal? What are the contents of a research proposal? What are the essential characteristics of an effective research proposal? 17.What is exploratory research? What are the various methods of carrying out exploratory research? 18.Distinguish between qualitative and quantitative methods of MR? 19.What is descriptive research? How is it carried out? 20.Explain the meaning and usefulness of experimental research? 21.What are focus groups? What type of data can be obtained from focus groups? Suggest some measures to improve the effectiveness of focus groups? 22.What is a depth interview? What are the advantages and disadvantages of depth interviews? 23.What are the various techniques that can be employed in questionnaire designing to make it more effective? 24. What is pilot study? Why should it be done? 25.How do companies establish initial contact with marketing research agencies? 26.Discuss the impact of technology on business. 27.How does the competitive environment affect business?

28.How can a company track changes in its socio-cultural environment 29.Discuss the difference between microenvironment and macro environment? 30.How can companies incorporate technologies in their business models? 31.What is consumer behavior? Why is it important to study consumer behavior? 32.What do you understand by buying role? Explain the different roles played by consumers during the buying process? 33.Should a company serve all its loyal customers? Explain. 34.What are the differences between extended problem solving and limited problem solving? 35. Does a consumer play the same role in every purchase process? Explain the dynamics of consumer roles in the decision making process? 36.What is customer portfolio, and how can it be managed effectively? 37.The consumers attitude towards a product plays an important role in the evaluation of alternatives. Explain. 38.What are the characteristics of habitual problem solving by consumers? What strategies should a marketer adopt for such products where consumers exhibit habit forming behavior? 39.Describe the relationship between consumer loyalty and profitability? 40.Define Marketing Mix. Discuss different components of marketing mix. 41.What is marketing research? Why is it needed by companies? 42.Discuss the Holistic Marketing Concept in detail. 43.Write short notes on: a. Experience concept

b. Service concept 44. Discuss the following stages of a MR process: c. Data analysis and interpretation d. Report preparation and presentation

Section -C (12 Marks)

1. Discuss the concept of marketing. How is marketing orientation relevant to business? 2. Several competing philosophies such as the Selling concept, Production concept and Product concept exist. How are these different from one another? How are these different from the marketing concept? 3. Define marketing mix? Discuss various components of the marketing mix? 4. Discuss the significance of segmentation, targeting and positioning in a companys marketing strategy? 5. How do customer centric companies build concern for their customers throughout the company? 6. Are internally driven businesses geared to meet customer needs? Explain. 7. What is marketing research? Why is it needed by companies? 8. What do you understand by Marketing information systems (MIS)? Explain various elements of MIS in detail? 9. Discuss various approaches to conduct marketing research? 10.Discuss various stages of the MR process in detail? 11.Differentiate between probability and nonprobability sampling methods? Under what conditions should each of these methods be used? 12.Discuss various survey methods, illustrating the advantages and disadvantages of each?

13.Discuss the impact of various economic forces on a company? 14.How do changes in socio-cultural forces affect businesses? Do some industries get affected more easily than others due to changes in sociocultural factors? 15.Discuss some prominent changes in various demographic segments that have affected businesses globally? 16.Discuss the regulatory framework for businesses in India? How do these regulations affect multinational companies that are doing business in India? 17.What is country analysis? What is the purpose of conducting such analysis? 18. Discuss various stages in the consumer decision making process? 19.What is choice criteria? How does a consumer formulate choice criteria for evaluating alternatives? Discuss each criteria in detail, with relevant examples. 20.Explain the influence of the internal factors on the consumer decision making process? 21.Explain the role of culture, social class and reference groups in influencing the decision making process of a consumer? 22.What is CRM? How is it useful for a company? What mistakes do companies make while implementing CRM? 23. In the Indian rural markets, consumers generally buy sachets / small packs of FMCG products. This also facilitates the process of trial for companies that sell their products to these customers. Traditionally, small, unorganized players dominated this market. However, now MNCs are increasingly focusing on the rural markets to increase their revenues. A regional player wants to find out what he should do to tackle

competition from larger multinationals. What type of research framework will you adopt for this regional player? Keep in mind the social, cultural and economic background of the intended market while designing the research framework? 24. Choose the Value-The homework marketer must do before the product exists. Explain. 25.ITC food division launched into toffee segment in December 2005. The market size for toffee in India in 2006-07 was at Rs. 2400 million and it was growing at 13%annually. What sales forecasting methods would you suggest to ITC and why? 26.Describe the different types of vertical marketing system. 27.Some Nationalized banks recruit only experienced persons or promote people from within the organization. Some other like ICICI Bank and IDBI recruit extensively from management institutes. Explain the difference in sources used by these financial organizations selling essentially the same kind of financial services and products. 28.Explain various types of: i. Probability sampling methods?
ii. Non-probability sampling methods?