Study questions

On
Marketing management

Chapter one: Understanding Marketing management

01. Define Marketing management.09

02. What is the importance of marketing management in a competitive market?13
03. State the importance of marketing management in a competitive market. 14
04. Explain the holistic marketing concept.14
05. Explain the marketing concept with four pillars and give example.13
06. Explain the importance of understanding customers and the market place.13
07. Explain societal marketing concept with special reference to the business environment of Bangladesh.13

08. Discuss the scope and importance of marketing management in Bangladesh.09

09. Describe the five competing concepts (philosophies) under which organization can choose to conduct
their marketing activities.
10. Among the available marketing management philosophies, which one do you think mostly being
practiced herein the business environment of Bangladesh? Put arguments for your answer.2011
11. Discuss the scope of marketing management / what is marketed?
12. Briefly discuss the core or fundamental concepts of marketing.06,08,10
13. Make a comparison among needs, wants and demands with an example. 12
14. What are customer value, satisfaction and loyalty and how can companies deliver them? 12
15. Distinguish between societal marketing concept and holistic marketing concept.10
16. “Marketing management is demand management”-Explain. / State different stages of demand and
discuss corresponding marketing activities.08,10,11
17. What are the situations that lead a company to use “De marketing” and “Remarketing” strategies? Put
examples for type of strategy? 12
18. Distinguish between production concept and product concept.
19. What is the difference between marketing concept and other concepts of marketing?
20. Contrast between the marketing concept and selling concepts?08,14
21. What are the difference between the selling concept and marketing concepts with four pillars?14
22. Which marketing concept is easiest in the short-run?
23. Which concept offers the best long-term success?
24. In the age of customer relationship, the four P’s might be better described as the four C’s- Comment.
25. Connect four P’s with four C’s.
26. “ Marketing mix is a set of marketing tools that the firm uses to purse its marketing objectives in the
target market”. Explain the statement.09
27. What is marketing mix? Describe briefly the elements of marketing mix.2011
28. Discuss various steps of the Marketing management process.10
29. What do you mean by marketing plan? Describe different contents of marketing plan. 06
30. What is meant by strategic planning gap.08
31. What are customer value ,satisfaction and loyalty and how can companies deliver them?10
32. State the steps in marketing plan. 12

Chapter two: Managing marketing information and measuring market demand

01. Define Marketing Information System.

02. What are the components of modern marketing information system?10

Page-1
03. Define marketing information system. Briefly state the components of marketing information system for
your company.13
04. Describe the steps in Marketing Information System.
05. What is meant by marketing research?06
06. What are the characteristics of good marketing research?06
07. Briefly describe the marketing research process.06
08. Discuss the major steps that one involves in marketing research.09
09. For developing and improving a product (consumer goods) what step by step research process will you
follow? Justify your answer.2011
10. What is marketing research system?2011
11. Distinguish between MDSS and MIS.
12. State the ways of measuring future market demand.06
13. State the ways of forecasting and measuring current market demand.
14. What are the basic elements of marketing information system?09
15. Explain the important techniques of demand and sales forecasting.09
16. How do business buyers make their decisions?10
17. How can companies more accurately measure and forecast demand.10
18. What do you understand by marketing intelligence? Explain its application in decision-making.2011
19. Explain style, fashion and fads with example of each.14

Chapter three: Market Targeting and Market Positioning

01. Define Market Targeting and Positioning.08

02. Discuss the levels of market segmentation.08
03. Define positioning statement with example. 10
04. How can a company choose/develop an effective positioning in the market?
05. How can a company differentiate its products to obtain competitive advantage? Or, how can a company
differentiate its offer from competitors? Or, Describe major product differentiating attributes available to
firms. Or, describe the major tools for competitive differentiation.08
06. Cell-phone service market in Bangladesh is highly competitive by the participation of as many as six
operators including giants like Grameen Phone, Bangla Link and Roby etc. How can Bangla Link
differentiate its offers from those of its competitors to retain well in this intense competition?13
07. Suppose you are a marketing manager of a company. How will you differentiate your service from its
competitors? 14
08. “Michael porter identified five forces that determine the intrinsic long-run profit attractiveness of a
market or market segment.”- What are these forces? 14
09. How will a telecommunication company target its customers?14
10. In order to retain well in a competitive market situation, how can a company distinguish its offers from
those of its competitors?2011
11. What do you mean by SBU (Strategic Business Unit)?
12. What do you mean by SWOT analysis?08
13. Grameen Phone is a leading mobile service operator in Bangladesh. It operates with the satisfactory of
network coverage, push pull service, customer care, etc. Perform SWOT analysis for Grameen Phone as
a company of Telecommunication Industry.08
14. What is SWOT analysis? As a BBA student under the National University, how do you evaluate yourself
through SWOT analysis?2011
15. Suppose that you have planned to start a fast-food shop at the heart of you town after the BBA
examination targeted mainly to the upper-end and upper-middle-end consumers. Briefly place a SWOT
analysis for this upcoming project for your use.13
16. Suppose, you are a manufacturer and seller of a perfumed bath soap mainly for the use of middle-end
consumers of Bangladesh. Analyze, opportunity and threat for your business. 12
17. Discuss SWOT analysis with the help of opportunity & threat matrix.
18. SWOT analysis for the positioning strategies.09

Page-2
19. What is meant by strategic planning gap.
20. Discuss the level of market segmentation?
21. Illustrate with example differentiated, undifferentiated and concentrated marketing strategies. Describe
the situations that lead a company to use those strategies separately.2011

Chapter four: Competitive strategies

01. How does a company analyze it competitors?06

02. Define “Market leader” “Market challenger” “Market follower” and “Market Nicher”.
03. What are the different market expansion strategies available for a firm to use?07
04. How can a market leader defend its market share?07
05. What are the strategies adopted by the market leader?06,08
06. Explain the competitive strategies for market leaders.09
07. Who is a market challenger?07
08. What attack strategies are available for market challengers to attack their competitors?09
09. Coca-cola is the market leader in soft drinks marked and Pepsi-Cola is the market challenger. As a
marketing manager of Pepsi-Cola, what are the strategies you can choose to beat Coca-Cola? 12
10. In the cell-phone service market of Bnagladesh, Grameen Phone and Bangla Link are thought to be the
market leader and the market challenger respectively as their competitive market positions. As a
market leader, how can Grameen Phone defend its market position among this stiff
competition? 13
11. What are the specific strategies Bangla Link can use to attack its opponents to survive well in this
market?13
12. “Market leader strategies are for action on three fronts.” – Explain these three fronts. 14
13. State five specific attacking strategies used by a market challenger.07
14. What are the general attacking strategies that a market challenger uses against his opponent firms?07
15. Which attack strategy would be most effective for a market challenger?06
16. What are the tasks of nichers?09
17. How can market followers or nichers compete effectively?10
18. Explain different market follower strategies. How can you put these strategies in education
business?2011
19. Describe the strategies adopted by market follower.
20. Discuss the different market followership strategies. 12
21. Describe the strategies adopted by market Nicher.

Chapter five: Managing product life-cycle strategies

01. What is meant by Product Life Cycle (PLC)?06

02. Discuss the different stages of product Life-cycle with relevant marketing strategies in each of the stages
of PLC.06,10
03. Draw the diagram of product Life-cycle and describe each stage with example.08,10
04. Discuss a product life-cycle and briefly explain product life-cycle strategies. 12
05. State the marketing strategies of a matured product.
06. Describe the various levels of a product with example for each. Or, Illustrate and explain various levels
of product using Toshiba Bomba TV.

Chapter six: Developing new products

01. Define new product.

02. What is new product? Why do many new products fail? 12
03. Describe the new product development stages. Or, explain the new product development decision
process.06,09
04. Discuss the new product development strategy.14

Page-3
05. As a responsible executive what new-product development process will you follow and why? Justify
your answer. 12
06. Mention the strategies for new product development.08
07. What are the stages that are involved in the adoption process?09
08. How do potential customers adopt new products?06
09. Why new product development is important?
10. Distinguish between partial product failure and a relative product failure.09
11. Why new products fail? or, What are the reasons for new product failure?09
12. State the marketing strategies of a matured product.06

Chapter Seven: Managing Product, Services and Brand

01. What do you mean by Product?

02. Define product in marketing. What are the levels of a product? Clarify your answer by putting a specific
example for each level.2011
03. Describe the various levels of a product with specific example.07
04. Distinguish between product and services.
05. Discuss the product mix and product length.10
06. Define a product line and a product example for each. How can a company expand its product line
through downward stretching? 12
07. Is service marketing different form physical product marketing?-Give the reason with example.08
08. What is service?
09. Describe the characteristics of service. Define service. State the marketing characteristics of a service
distinguishable from those of a physical product. Put example for each to support your answer. 13
10. Define brand equity. What competitive advantages does high brand equity provide a company?14
11. What are the dimensions that sea crown Hotel Ltd. Cox’s Bazar, has to consider in designing their
marketing strategy to become successful in Hotel service business?13
12. What is a brand?07
13. Why brand is important in marketing? or, Why does a company use brand?07,08
14. What factors will you consider when you will select brand name?07
15. Describe four brand strategies.07
16. Suppose that you have been appointed as the Brand Chief of a Multinational Company producing and
selling different types of consumer items. What factors would you consider in selecting a proper brand
name for any of your item? 12
17. What are the sources from where you can get your desired brand name to use for your item? 12
18. How would you use those brand names collected earlier for your product? 12
19. What is the product and how can product planners build customer value? Discuss.13
20. Define brand equity. What competitive advantages does high brand equity provide a company?
Explain.13
21. What are the tools used by the marketer to build up a brand name?06
22. Shortly explain various brand sponsor decisions with examples.
23. What are the different ways a company can expand its product line?
24. How can a company build and manage its product line?
25. Describe different product mix dimensions?
26. What are the major considerations for a company to decide regarding its product mix?2011
27. Clarify the concepts – product line and product mix with particular example for each. State the strategies
that a company can use to expand its product line.2011
28. Describe the four characteristics of service that marketers must consider when designing marketing
programs.14
29. Define service marketing. Describe the features or characteristics of service marketing.07
30. Is service marketing different from product marketing? Argue in favor of your answer with example.06
31. Describe the marketing strategies for service firms.10

Page-4
32. Discuss the factors to be considered when you implement the ‘product diversification’ and ‘product
simplification’ strategies.08
33. “Service have four distinctive characteristics”—Discuss.10

Chapter Eight: Designing Pricing Strategies

01. What is pricing?06,10

02. What are the main objectives of setting price?06,09
03. Explain the various price setting methods with example.09
04. State, in brief, the cost-based approach of setting price of a product. 12
05. “The actual price setting should be based on three factors of cost, demand and competition.” – Explain
this statement.14
06. A company wants to introduce a new perfume in the market. What strategy will follow the company to
set the price of that perfume?14
07. What are the factors that involved in setting price policy? 10
08. What are the external factors that affect a marketer’s decision regarding setting price of a product?2012
09. Analyze how the types of market and demand condition influence pricing decision. 12
10. Why should a businessman consider consumer psychology in pricing?06
11. Describe different types of promotional pricing.06,07,10
12. Describe the major strategies for pricing of a new product.07,08
13. Explain the situations under which penetration pricing strategy and skimming may be followed. 12
14. Explain market-skimming and market-penetration pricing strategies.13
15. Why would a marketer of innovative high-tech products choose market-skimming pricing rather than
market-penetration pricing when launching a new product? Explain.13.
16. Explain market-skimming and market-penetration pricing strategies. 14
17. How can a company respond to price cut by its competitors?07
18. How should a company respond to a competitor’s price change? 12
19. How a producer can respond to price change in the market? 09
20. In a competitive business environment, how can a company respond to price cuts by its rival
companies? What are the strategic options before the company to use to fit for the situation?2011
21. Suppose that you are a producer and seller of an adult toothpaste namely ‘Good Morning’. You are
operating your business in a stiff competitive market situation. You have suddenly observed that one of
your rival companies has cut down its retail price up to eight percent. Question is, how would you
respond to this market behavior by your competitor? What might be your strategic options to face this
situation? 12
22. How a company adjusts its prices on the basis of different types of customers and situations?07
23. “Any price charged can provoke a response from customers, competitors, distributors, suppliers and
even Government”- Explain.06
24. As a marketing manager of Unilever, how would you determine with the help of target return pricing?
Explain with one example.06
25. Shortly explain various pricing approaches and what pricing approach you will follow for setting the
price for various services at a beauty parlor in Dhaka- cost/ value/ competition based?
26. How would you determine price with the help of markup pricing? Explain with example.
27. How do companies use several pricing techniques to stimulate early purchase?08

Chapter Nine: Managing Marketing Channels

01. What is marketing channel system and value network? 10

02. What is channel conflict?08
03. How should companies integrate channels and manage channel conflict? 10
04. Discuss how to manage channel conflict?
05. What is channel conflict? What are the major steps that a manager can take to resolve the channel
conflict?2012

Page-5
06. Define VMS, HMS and MMS.13
07. What factors does a cosmetics company need to consider when designing its marketing channel for a
new low-priced line of cosmetics? Discuss.13
08. What types of works are performed by a marketing channel that overcomes the time, place and
possession gaps? 14
09. Briefly explain how marketing channel members add value?
10. What are the different ways a company can expand its product line?
11. Describe the channel designing decisions.
12. Differentiate between vertical conflict and horizontal conflict.08
13. Describe different marketing channel.2012
14. As a marketing manager of a company, what factor do you consider in designing channel decision for
your product? 13
Chapter Ten: Managing Direct and Online Marketing

01. What is direct marketing?10

02. Discuss the benefits of direct marketing.10
03. Discuss the major channels for direct marketing with relevant examples.07
04. What is On-line Marketing?
05. State the advantages of On-line Marketing.07,09
06. What are the promises and challenges of On-line Marketing in
Bangladesh?06,07,08
07. What factors should a company consider in deciding promotion mix strategies?
08. “ Advertisement creates materialistic values” – Comment.09
09. What are the key issues with e-commerce? 10

Short Notes
1.Direct Marketing 08
2.Market Challenger, 08
3.E-commerce, 08
4.Negative demand Vs full demand 08
4.Societal marketing concept, 14
5.SWOT Analysis.
5. Product diversification and product simplification05
6. Product life-cycle 14
7. VMS, HMS 14
8. Customer value and satisfaction 14
9. Marketing information system 14
10. Need, want and demand 14.
11. Brand mark

Page-6