Please refers the PowerPoint presentation for the answer for the below questions

1. What are the major characteristics of transactional and relationship marketing?

Nishiket Khadke
2. What are the challenges of Marketing Strategy?

3. Increasing customer power is a continuing challenge to marketers in today's economy. In what

ways have you personally experienced this shift in power; either as a customer or as a business
person? Is this power shift uniform across industries and markets? How so?
4. What is marketing Strategy?
5. What do you understand from strategy? Please mentioned in brief, the component of strategy?

Nishiket Khadke
6. What do you understand from Vision and Mission? Please explain with the help of the example of
Google?

7. Please explain the SWOT analysis? What do you understand from Internal and external factors of
SWOT analysis? Please mention the benefits of SWOT Analysis?
 Nishiket Khadke
8. Strengths, weaknesses, opportunities, and threats: Which is the most important? Why? How
might your response change if you were the CEO of a corporation? What if you were a customer
of the firm? An employee? A supplier?
The analysis of strengths, weaknesses, opportunities, and threats (SWOT) is a fundamental part of
strategic planning in business. The importance of each component can vary depending on the
perspective of the stakeholder. Let's explore the significance of each aspect from different
viewpoints:
1. CEO Perspective:
• Strengths: Often considered crucial for the CEO as they can leverage these internal
capabilities to create a competitive advantage.
• Weaknesses: Important to address internal issues and improve operational efficiency.
• Opportunities: Vital for growth and expansion strategies.
• Threats: Critical for risk management and proactive decision-making to mitigate
potential challenges.
2. Customer Perspective:
• Strengths: Customers are interested in a company's strengths as they contribute to the
quality and reliability of products or services.
• Weaknesses: Customer dissatisfaction may arise if weaknesses impact the quality,
service, or overall customer experience.
• Opportunities: Customers may be interested in new offerings, innovations, or
improvements that arise from opportunities.
 • Threats: External threats, such as supply chain issues, may impact product availability
and customer satisfaction.
3. Employee Perspective:
• Strengths: Employees benefit from a company's strengths as it can lead to job security,
a positive work environment, and career development.
• Weaknesses: Weaknesses may impact job satisfaction, morale, and overall employee
engagement.
• Opportunities: Employees may see opportunities as potential avenues for career
growth and development.
• Threats: Threats, such as economic downturns, could impact job stability and overall
employee well-being.

Nishiket Khadke
4. Supplier Perspective:
• Strengths: Suppliers are interested in the financial stability and reliability of the
companies they work with.
• Weaknesses: Supplier relationships may suffer if a company's weaknesses impact timely
payments or order fulfillment.
• Opportunities: Suppliers may benefit from a company's growth and expansion
initiatives.
• Threats: Threats to a company's continuity, such as bankruptcy, could have a direct
impact on suppliers.
Importance Ranking: The importance of each component depends on the specific context and goals
of the stakeholder. However, in a broad sense, weaknesses and threats are often considered more
critical because they represent areas that need attention and potential risks that need mitigation.
Addressing weaknesses and proactively managing threats are essential for sustainable success.

9. Support or contradict this statement: "Given the realities of today's economy and the rapid
changes occurring in business technology, all competitive advantages are short-lived. There is no
such thing as a sustainable competitive advantage that lasts over the long term." Defend your
position.
The statement that all competitive advantages are short-lived due to the realities of today's economy
and rapid changes in business technology can be both supported and contradicted depending on the
perspective and industry. Let's explore both sides:

Supporting the Statement:

 1. Technological Disruption: In fast-paced industries like technology, where innovations occur
rapidly, a competitive advantage based solely on technology may indeed be short-lived.
Companies need to continuously adapt to stay ahead.
2. Globalization: The interconnectedness of the global economy can lead to the rapid
dissemination of information and the replication of successful strategies, making it challenging
to maintain a unique competitive advantage over the long term.
3. Consumer Preferences: Consumer preferences can change quickly, and companies relying on
a specific trend may find their competitive advantage diminished as market demands evolve.
4. Regulatory Changes: Changes in regulations can impact industries significantly, creating new
challenges and potentially nullifying existing advantages.

Contradicting the Statement:

1. Brand and Reputation: A strong brand and a positive reputation can be enduring sources of

Nishiket Khadke
competitive advantage. Building and maintaining trust with customers can create a sustainable
edge that is not easily replicated.
2. Patents and Intellectual Property: Companies with strong intellectual property, such as
patents, may enjoy a lasting competitive advantage. Legal protection can prevent competitors
from replicating certain products or processes.
3. Supply Chain Efficiency: Establishing an efficient and cost-effective supply chain can provide
a sustainable advantage, as it is not easily replicated and contributes to long-term profitability.
4. Learning Curve: Companies that invest in developing expertise and skills unique to their
industry may create a sustainable competitive advantage. Competitors would need time to
catch up and replicate the level of proficiency.
5. Network Effects: In industries where network effects are strong, such as social media or online
marketplaces, companies that achieve critical mass can enjoy a lasting advantage as the value
of their platform increases with the number of users.

10. Please explain PARTS framework?

Nishiket Khadke
11. What do you understand from Diffusion - Adoption curve?

Nishiket Khadke
12. Please mentioned the challenges in Technology Adoption Life Cycle?

Nishiket Khadke
13. Please mention the benefits of collaborative innovation?
14. Why Market research is important? Without adequate market research, the marketing decisions
are likely to be misguided. Please justify the above statement.

• What buyers in a given market

want and need —what we call
market knowledge.
• Obtaining market knowledge
also requires data.
• Without relevant and timely
data, market knowledge is
generally incomplete and often

Nishiket Khadke
ill-informed.
• Hunches or intuition that may
or may not be correct.
• Marketing research is intended
to address carefully defined
marketing problems or
opportunities.

15. What do you understand with Break Even Analysis and payback period?
16. What do you understand with NPS? What are Promotors, Detractors and Passives?

Nishiket Khadke
17. What do you understand with Bad NPS and How do we conduct the NPS survey?

Nishiket Khadke
18. What do you understand from Customer satisfactions and willingness to recommend? Why
these metrics are dynamic in nature?

Nishiket Khadke
19. What do you understand from Cannibalization Rate and explain with the help of example?
20. Numerical Questions on Market share, Relative Market share and Market concentration?

Nishiket Khadke
21. Numerical questions on Market Spending?
 -----------------------------------------------------------------------------------------------------------------------

22. What do you understand from width, length and depth of the product mix? Explain with the
help of example?
1. Width:
• Refers to the number of distinct product lines a company offers.
• Wide product mixes cater to diverse needs and expand market reach.
Example:
• LG: Wide width with product lines in electronics, appliances, and home entertainment.
2. Length:
• Represents the total number of products within the entire product mix.
• Longer product mixes provide more options, potentially increasing sales.

Nishiket Khadke
Example:
• Coca-Cola: Extensive length with multiple beverages (Coke, Sprite, Fanta, Minute Maid, etc.).
3. Depth:
• Describes the number of variations offered within a single product line.
• Deep product mixes address diverse preferences and cater to niche segments.
Example:
• Dove Soap: Deep depth with variations in scents, sizes, formulations (sensitive skin, moisturizing, etc.).
Illustrative Example:
Consider a hypothetical company, Acme Products, with the following product mix:
• Product lines (width):
o Smartphones
o Laptops
o Tablets
• Products within each line (length):
o Smartphones: 4 models
o Laptops: 6 models
o Tablets: 3 models
• Variations within each product (depth):
o Smartphones: Different colors, storage capacities, and features
o Laptops: Screen sizes, processors, RAM, and storage options
o Tablets: Screen sizes, connectivity options, and accessories

23. What do you understand from line stretching? What is downward, upward and two way
stretching? Explain with the help of example?
Line stretching refers to a marketing strategy where a company expands its existing product line by adding
new products at different price points. It involves extending the product line either upward (toward higher-
priced, premium products) or downward (toward lower-priced, more affordable products) or both ways.
1. Downward Stretching:
o Adding products at lower price points to cater to more price-sensitive customers.
 o Example: A luxury car brand like Mercedes-Benz introducing a more affordable compact car
model to appeal to a wider customer base.
2. Upward Stretching:
o Adding products at higher price points to target premium customers and offer more exclusive
options.
o Example: A clothing brand known for casual wear launching a high-end designer line to attract a
more affluent clientele.
3. Two-Way Stretching:
o Expanding the product line in both directions, adding both higher-priced and lower-priced
products.
o Example: A smartphone manufacturer introducing a budget-friendly model alongside a high-

Nishiket Khadke
end flagship model to cover a broader range of customer needs and preferences.

24. What do you understand from line filling and what will happens, if line filling is overdone?
25. What do you understand from Product life cycles (PLC)? Explain each steps of PLC?

26. What is lead user and what is their role in product design?

Nishiket Khadke
 Nishiket Khadke
27. What are the factors affecting the price?

28. What are the different types of pricing strategies?

29. What is 5 C Situation Analysis?

Nishiket Khadke
30. What is PEST framework?

Nishiket Khadke
31. What are the factors which affect the pricing?
32. What is do you understand from Price Gouging, Price fixing and Resale Price Maintenance?
Please explain with help of example?

Nishiket Khadke
33. Explain Bait and Switch Advertising with the help of relevant example?

Here's an explanation of Bait and Switch Advertising, with examples:

Bait and switch advertising is a deceptive practice where a business lures customers with an
attractive offer or product, but then attempts to sell them a different, often inferior or more expensive
item. It involves two key elements:
1. The Bait:
o An enticing advertisement that features a product or service at a very low price or with
exceptional features.
o The goal is to capture attention and generate interest.
2. The Switch:
o When the customer inquires or arrives to purchase, the advertised product or service is
unavailable, often due to limited stock, hidden conditions, or other excuses.
o The salesperson then pressures the customer to buy a different, often more expensive
or less desirable alternative.
Common examples of bait and switch advertising:
• Electronics: A retailer advertises a high-end TV for a bargain price, but when you visit the
store, they claim it's out of stock and push a more expensive model with fewer features.
 • Car dealerships: A car ad showcases a vehicle for an extremely low price, but upon arrival,
you're told that particular model has already sold and are steered towards pricier options.
• Real estate: A property is advertised with exceptional features and an unbelievable rent, but
when you inquire, you discover hidden fees, additional costs, or that the property isn't as
described.
• Travel deals: A travel agency promotes an irresistible vacation package, but upon booking, you
find out about significant restrictions, limited availability, or mandatory add-ons that increase
the price significantly.
• Online shopping: A website advertises a product for a low price, but when you proceed to
checkout, shipping and handling charges are exorbitant, making the final cost much higher
than expected.
It's important to be aware of bait and switch tactics to avoid being misled. Look for clear and detailed

Nishiket Khadke
information about product availability, pricing, and terms before making a purchase. If something
seems too good to be true, it often is.

34. Please name different price strategies and explain with the help of example? (refer PPT ___ )

35. What do you understand from loss leader and predatory pricing strategies and please give
example for each of them?

Loss Leader Strategy:

• Definition: A loss leader is a product or service offered at a price below its market cost to
stimulate sales of more profitable goods or services.
• Example: A printer manufacturer sells printers at a loss but profits from selling high-margin ink
cartridges. The low printer price attracts customers, but the ongoing need for ink generates
revenue.

Predatory Pricing Strategy:

• Definition: Predatory pricing involves setting prices extremely low to drive competitors out of
the market, intending to establish a monopoly and then raise prices.
• Example: A large retail chain slashes prices on a certain product to a level that smaller
competitors cannot match. The goal is to force these competitors out of business, allowing the
larger chain to dominate the market.
 36.What is the difference between Marketing Channel and Distribution Channel?

Criteria Marketing Channel Distribution Channel

A set of intermediaries or middlemen that facilitate A network of organizations and processes that
the transfer of goods or services from the producer move a product from the manufacturer to the end
Definition to the end consumer. user.
Broader term that encompasses various activities Focuses specifically on the movement and physical
involved in promoting, selling, and delivering transfer of goods from the manufacturer to the
Scope products to consumers. consumer.
Involves marketing activities such as advertising, Primarily concerned with the logistics and physical
promotion, sales, and customer service, in addition movement of products, including storage,
Components to the physical distribution of goods. transportation, and inventory management.
Places emphasis on creating awareness, generating Primarily concerned with the efficiency and

Nishiket Khadke
demand, and building relationships with effectiveness of the physical movement of products
Emphasis customers. through the supply chain.
Manufacturer → Wholesaler → Retailer →
Example Consumer Manufacturer → Distributor → Retailer → Consumer
Aims to create demand, promote products, and Focuses on the timely and cost-effective delivery of
Objective enhance the overall customer experience. products to meet market demand.
Involves communication and relationship-building Emphasizes coordination and communication
with customers at various stages of the buying among the entities involved in the physical
Communication process. distribution process.

37. What do you understand with Number of channels, Length & width of channel? Explain with
help of example and diagram.

1. Number of Channels:
• Definition: It refers to the total count of distinct routes or pathways through which a
product or service flows from the producer to the end consumer.
• Example: A company might choose to distribute its products through both direct
channels (selling directly to consumers) and indirect channels (utilizing intermediaries
like wholesalers and retailers).
2. Length of Channel:
• Definition: The length of the channel refers to the total number of intermediaries
(middlemen or distribution partners) involved in the distribution process from the
manufacturer to the consumer.
• Example: A product may pass through multiple intermediaries like wholesalers and
retailers before reaching the end consumer. The more intermediaries involved, the
longer the channel.
3. Width of Channel:
• Definition: Channel width, also known as channel intensity, relates to the number of
outlets or intermediaries at each level of the distribution chain.
• Example: A product may have an intensive distribution strategy, where it is widely
available in many outlets, or a selective distribution strategy, where it is available only in
a limited number of carefully chosen outlets.
 Nishiket Khadke
38. What are the factors which need to be considered to decide the distribution channels and
explain the same?

39. What is the importance of control in the distribution channel?

40. Why the control is inversely proportion to the degree of intensity in the distribution channels?

41. What is the difference between Intensive, Selective and Exclusive distribution with the Help of
example?