CHAPTER #1

QUESTION# 1 PREPARING AN INTEGRATED MARKETING PLAN AND

PROGRAM?

4PS (PRDUCT,PRICE,PLACE PROMOTION)

7PS
(PRODUCT,PRICE,PLACE,PROMOTION,PEOPLE,PROCESS,PHYSICA
L EVIDENCE)

QUESTION#2 BUILDING PROFITABLE CUSTOMER RELATIONSHIP?

I) CRM
CUSTOMER VALUE
CUSTOMER SATISFACTION
II) PRM
PARTNERSHIP INSIDE THE COMPANY
PARTNERSHIP OUTSIDE THE COMPANY

CHAPTER# 3
QUESTION # 3 DEFINITION OF MARKETING ENVIRONMENT,MICRO
ENVIRONMENT AND MACRO ENVIRONMENT

CHAPTER# 5
Question # 4 CHARACTERISTICS AFFECTING CONSUMER
BEHAVIOR?
Question # 5 Types of buying decision behavior?

Chapter # 7
Question # 6 Market Targeting strategies?

Undifferentiated marketing
Differentiated marketing
Niche marketing
Micro marketing (Local marketing, individual marketing)

Question # 7 Differentiation strategies in order to get competitive advantage?

product differentiation
service differentiation
channel differentiation
people differentiation
image differentiation

Chapter# 9
QUESTION# 8 THE NEW-PRODUCT DEVELOPMENT
PROCESS?

Question # 9 The PLC(Product Life Cycle)strategies?

Product Development
Introduction
Growth
Maturity
Decline

Chapter #8
Question # 10 Desirable qualities for a brand name?

Question #11 Product Line Decisions?

increase the product line length by

i)line filling
ii)line stretching
Downward
Upward
Both ways
Question#12 Brand Development strategy?

Line extension
Brand extension
Multibranding
New brands