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1. INTRODUCTION TO MARKETING :

Features of Marketing

1. Systematic Process

2. Ideas, goods & Services

3. Marketing environment

4. Social Interest

5. Integrated Approach

6. Target Markers

7. All pervasive

8. Customer Satisfaction

9. Expansion of business

10. Competetive Advantage

11. Corporate image

Discuss the importance of marketing

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 1. Competitive Advantage

2. Customer Satisfaction

3. Expansion of business.

4. Corporate image

5. Optimum use of resources

6. Brand Image

7. Brand Loyalty

8. Brand Equity

State and explain the functions of marketing

1. Marketing Research

2. Branding

3. Advertsing

4. Product Design

5. After-Sale- Service

6. Sales Promotion

7. Pricing

8. Physical Distribution

Describe the evolution of the concept of marketing

1. The exchange Concept

2. The production concept.

3. The Product Concept

4. The Selling Concept.

5. The marketing Concept

6. The Societal Concept

7. The relationship marketing Concept

8. The holistic concept of marketing

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 Describe features of marketing research

1. Systematic Process

2. Specific in nature

3. Applied Research

4. Continuous

5. Cost effective

6. Company objectives

7. Scope.

8. Methods of data collection

Explain steps in marketing research process and indicate its importance

1. Identify and define problem

2. Conduct a preliminary investigation.

3. Determine data needs

4. Determine data sources

5. Create the reesearch design

6. Design Questionnaire

7. Designing Sample of respondents data

8. Collection of data

9. Organisation of data.

10. Analysis & interpretention of data.

11. Preparation of research report

12. follow-up of report

What is MIS? Explain its components

1. Marketing Intelligence

2. Internal Records

3. Marketing Research

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 4. Marketing Decision Support System

Define data mining and explain its benefits in business

1. Consumer Behaviour

2. Customer Loyalty

3. Competitve Advantage

4. Corporate Image

5. Lower Operating cost

6. higher customer equity

7. Higher returns

8. Pricing of products

What is consumer behavior and identify factors influencing consumer

behavior

1. Marketing factors - Product, place, price, promotion

2. Personal Factors - Age, Gender, Education, Income level, status in society

3. Psychological - Learning, Attitude, Motives, Perception

4. situational influences - physical surroundings, social surrounding, time factor,

momentary conditions

5. social factors-reference groups, family, roles and status

6. cultural factors - religion, sub-cultures

State different bases of market segmentation and explain any 2 bases fully

1. Behavioural - Usage Rate, User Status, Buying Motives

2. Psychographic - Life Style, Personality

3. Sociographic - Reference Groups, Culture

4. Demographic - Age, Gender, Education

5. Geographic - Urban/Rural, Locality, Region

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 Describe CRM and importance of CRM in developing intimate consumer
relationship

1. data warehousing and data mining

2. loyalty programs

3. one-to-one marketing

4. priority customer programs after sale services

5. satisfaction survey

6. customer service agents

7. suggestion schemes

Discuss five patterns of target market selection

1. single segment concentration

2. market specialisation

3. selective pecialisation

4. product specialisation

5. full market coverage

What is Strategic Marketing? Distinguish between traditional and SM.

4. KEY MARKETING DECISIONS :

Explain ethics in marketing? Identify unethical practices adopted by

marketers

1. Targeting to children

2. Dramatisation of children

3. Unhealthy Products

4. Predatory Pricing

5. Exorbitant prices

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 6. Privacy concerns

7. Trade mark violations Data Piracy

8. Expiry date concerns

9. unethical sales promotion

10. celebrity endorsement

11. after sale service

12. artificial shortage

13. unfair practices

Explain general roles of consumer organizations

1. creating consumer awareness

2. assistance in legal cases recommendations to government

3. education of customers

4. makes businessmen sensitive to customer needs

5. resolving customer complaint

6. protection of environment

7. information publishing organising protests

Discuss competitive strategies for market leader, market challenger, market

follower and niche marketer

1. For leader -

expand the total market strategy

depending the market share strategy

expanding the market share strategies

2. For Challenger

flank attack

frontal attack

encirclement attack

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 guerrilla warfare

bypass attack

3. For follower -

counterfeiter

cloner

imitator

adaptor

4. For niche marketer -

less investment

less risks

higher profit

brand loyalty

corporate image

competitive advantage

What is a rural market? Discuss features of rural markets in India

1. scattered nature of indian market size of rural demand

2. consumer behaviour in rural areas

3. comparatively higher growth for certain products

4. mode of payment

5. awareness

6. rural income

7. opinion leaders

8. literacy level

9. lifestyle

Explain strategies for effective rural marketing

1. distribution strategy

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 2. salesforce management warehousing strategy

3. communication strategy sales promotion strategy pricing strategy

4. village cooperative strategy media strategy

5. product strategy

6. packaging strategy

What is digital marketing? Explain trends in digital marketing

1. artificial intelligence

2. customer experience

3. multi channel marketing

4. social media analytics augmented reality

5. growing importance of videos

6. personal branding by celebrities on social media

7. story telling

Define Green Marketing with its importance

1. protection of environment

2. public health corporate image

3. competitive advantage

4. relationship of customer education to customer

5. responsible corporate citizen consumer behaviour

Discuss challenges faced by marketing managers in 21st century

1. challenges of global market

2. challenges of compressed product life cycle

3. customer awareness

4. challenges of technology boom emergence of social media

Explain career options in marketing

1. advertising manager

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 2. public relations

3. marketing research

4. marketing information system

5. sales promotion managers

6. brand manager

7. crm manager sales manager

8. after sale service manager

Identify skills required for effective marketing

1. marketing skills

2. time management skills persuasion and negotiation skills

3. decision making skills administrator skills

4. leadership skills

5. problem solving skills

6. stress resilience skills

7. human skills

8. communication skills

Discuss with examples factors responsible for success of brands in India

1. unique selling proposition

2. campaign

3. innovation

4. diverse portfolio products

5. knowledge of target audience

6. consistency brand identity

7. unique brand slogan

8. integrated marketing communication after sale service

9. customer relationship management

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 10. extensive distribution network effective advertising

Explain reasons for failure of brands in India with suitable example

1. faulty product design

2. defective pricing strategy

3. family distribution

4. infected positioning strategy

5. lack of crm

6. Poor after sale service

7. high maintenance cost

8. poor customer relationship management

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