Shri Dharmasthala Manjunatheshwara

Institute for Management Development

QUESTIONS FOR MARKETING

1. What is Marketing Mix?

2. Differentiate between Sales & Marketing.

3. Explain Positioning.

4. Differentiate between Advertising & Sales Promotion.

5. What is Niche Marketing?

6. Discuss Strategic Planning.

7. Differentiate between Core Competency & Competitive Advantage.

8. Explain Target Costing.

9. What is Market Skimming Strategy?

10. Discuss the Causes for Channel Conflicts.

11. What is Costing Leadership?

12. Explain Differentiation.

13. What is Segmentation? How do you Segment the Market?

14. What is Brand Equity?

15. Explain Product Life Cycle?

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 Shri Dharmasthala Manjunatheshwara
Institute for Management Development

Marketing Research

1. What is Marketing Research?

2. Difference between Market Research and Marketing Research
3. Different types of Research
4. Different approaches for research design
5. Difference between Nominal, Ordinal, Interval, Ratio scales
6. Where will you use them?
7. What statistical techniques can be used in different types of scales?
8. Issues pertaining to designing single item scales
9. Issues pertaining to designing multi item scales
10. Reliability and validity in scales. What are they?
11. Principles /steps of questionnaire design. Highlight the same
12. Steps in designing a Marketing Research Proposal. Indicate the same
13. Steps in undertaking a marketing research study. Mention the stepas
14. Qualitative research, focus groups – issues, what are they?
15. Industrial Marketing Research- dimensions and challenges
16. Concept testing –issues, relevance and facets. Indicate the stages
17. Product testing approaches and methods. What are the crucial decisions to be taken by a
researcher?

Marketing Management (Product Management issues)

1. What is Product Innovation Charter?

2. What are the steps in Product Management ?
3. What are the roles of a Product Manager?
4. Is marketing of products and services different?
5. What are the conclusions of Baker’s study?

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 Shri Dharmasthala Manjunatheshwara
Institute for Management Development

6. What are the main conclusion of Porter in the context of innovation and competitive
advantage?

7. What are the reasons for product diversification?

8. What are the components of PIC?
9. How can you strengthen PIC?
10. What are the major techniques for generating new product ideas?
11. How will you define a new product idea?
12. What are the two dimensions that are part of Product protocol?
13. Highlight the relevance and approaches for screening of new product ideas
14. What are the advantages of Full Screen?
15. What are stages in Strategic Launch Planning?
16. How will you implement a Launch Plan?

(Think of possible relevant examples)