Detailed answers to the quiz 5: international marketing (Instructed by

Prof. Biswarup Ghosh, IIT Kharagpur)

1. Production concept is characterized by the fact that products are inexpensive and have mass
availability.
2. Production concept focuses on specialization on one product. This can lead to economies of
scale, resulting in production efficiency and cost minimization.
3. In selling concept, the manufacturer focuses on aggressive communication to push its
product offerings towards the target audience.
4. See five levels of the product. Basic level (product refers to the tangible part of a product
that is used to provide the core benefit.
5. This involves a two-way communication, First, the marketer tries to sense the consumer
needs and then create product offerings in accordance with the demand from their
consumers.
6. Selling is seller-oriented approach. It aims at fulling the desires (objectives) of the sellers.
However, marketing is buyer (consumers) oriented approach. The marketer (manufacture)
works towards fulfillment of buyer needs.
7. Holistic marketing orientation is most comprehensive and the latest one.
8. Internet marketing is not one of the dimensions of the holistic marketing.
9. Four Ps are product, price, place, promotion. Place refers to the means which are used by
the producer to deliver the right product, at right time, in the right amount, to the right
buyers. Place is characterized by distribution channel, coverage, locations, transport.
10. All of the three. Homogeneity of the consumer needs helps in standardization. Economies of
scale makes mass level production efficient and low cost at high volumes. Industry following
standardization may help in the sense that standardization is a norm in the industry and the
specific firm is not an outlier in this practice.
11. A product is anything that can be offered to a market to satisfy a want or need.
12. Convenience goods are characterized by low customer engagement, low ticket size, and low
proportion of the total disposable income of the buyers. A few examples may be
newspapers, tooth paste, umbrella.
13. Production classification can be based on all three classification categories; namely, the
consumer goods, durability and tangibility goods, and the industrial goods.
14. Core benefit belongs to the need and want.
15. Selling orientation is seller oriented so whatever the seller makes efficiently and at the
cheaper price, same they push towards their target audience. Hence, “They sell, what they
make”.