VALLIAMMAI ENGINEERING COLLEGE SRM Nagar, Kattankulathur

Transcription

1 VALLIAMMAI ENGINEERING COLLEGE SRM Nagar, Kattankulathur DEPARTMENT OF MANAGEMENT STUDIES QUESTION BANK II SEMESTER BA5207 MARKETING MANAGEMENT Regulation 2017 Academic Year Prepared y Dr.J.Padmini, Professor & Head / MBA Ms.V.Selvalakshmi, Assistant Professor(O.G) / MBA

2 VALLIAMMAI ENGINEERING COLLEGE SUBJECT : BA7203 Marketing Management SEM / YEAR: II / I SRM Nagar, Kattankulathur DEPARTMENT OF MANAGEMENT STUDIES QUESTION BANK UNIT I INTRODUCTION Marketing Definitions - Conceptual frame work Marketing environment : Internal and External - Marketing interface with other functional areas Production, Finance, Human Relations Management, Information System. Marketing in gloal environment Prospects and Challenges. Q.No Questions BT Level Competence 1 List the difference etween Marketing and Selling. BTL 1 Remem erin g 2 Briefly explain the term Human need. BTL 2 Understanding 3 Identify major markets availale to the marketer. BTL 3 Applying 4 Briefly examine the societal marketing concept BTL 4 Analyzing 5 Discuss the ojectives of marketing department in the organization BTL 5 Evaluating 6 How would you interpret the term marketing interface? BTL 6 Creating 7 Define Marketing Management. BTL 1 Remem erin g 8 Summarize aout gloal environment BTL 2 Understanding 9 How can the marketer utilize the information relating to needs, wants and demand? BTL 3 Applying 10 Examine the production concept BTL 4 Analyzin g 11 Knowledge of external Marketing environment is important Disucss BTL 5 Evaluating 12 Marketing intermediaries help the company promote, sell and distriute the productevaluate this statement. BTL 6 Creating 13 What are the major ways availale for a marketer to enter a foreign market? BTL 1 Remem erin g 14 Summarize the important factors that influence the internal environment of the BTL2 Understanding organization 15 How the marketer can utilize the information relating to the political environment? BTL 3 Applying 16 What is the relationship etween the marketing department and purchasing BTL 4 Analyzing department? 17 What is meant y storage and warehousing marketing functions? BTL 1 Remem erin g 18 New technology creates new opportunists for marketers Explain BTL 2 Understanding 19 Define the term Joint Venture. BTL 1 Remem erin g 20 What are the advantages and disadvantages of Licensing arrangement used to enter a foreign country? BTL 1 Remem erin g

3 Q.No Unit - I - Part B BTL Competence 1 What are the core concepts of marketing? Explain in detail BTL 1 Rememering 2 A Explain how the external environment affects the marketing operations of the BTL 2 Understanding company B Summarize the Other functions performed y the Marketer Applying the theoretical knowledge critically analyze the importance of marketing 3 department s relationship with other functional departments in the organization BTL 3 Applying 4 A Analyze the facilitating function of the marketing department. BTL 4 Analysing B Examine the challenges of Marketing in India. 5 A Discuss the different philosophies/orientation companies adopt in relation to BTL 5 Evaluating marketing management. B Elaorate on the prospects and challenges of Marketing in the present gloal environmrnt 6 A Marketing process is important to the firm and consumers Defend BTL 6 Creating B Demographic environment influences the marketing activity of the firm - Explain 7 A Why do companies undertake selling in the foreign country? BTL 1 Rememering B What is the scope of Holistic Marketing? 8 Forces in the internal environment of the company are controllale explain BTL 2 Understanding 9 a Identify the key approaches companies follow to enter international markets. BTL 3 Applying Making use of theory explain that developments in the technological and legal environment affect the marketing decisions of the company. 10 Examine how markets are classified on the asis of nature of transaction and on the BTL 4 Analysing asis of commodities. 11 What is the relevance of Marketing to society? BTL 1 Rememering 12 Think gloal at local Explain how the marketers are applying this in India BTL 2 Understanding 13 Explain the importance of marketing BTL 4 Analysing 14 What is meant y Utility in the content of Marketing? BTL 1 Rememering

4 PART C 1. What are the current approaches used in marketing? 2 Discuss aout marketing communication 3 Imagine yourself as a marketing manager and narrate your experience aout marketing project that you rought in on time & under udget 4 What you see a challenges that today s marketing manager s face?

5 UNIT II MARKETING STRATEGY Marketing strategy formulations Key Drivers of Marketing Strategies - Strategies for Industrial Marketing Consumer Marketing Services marketing Competitor analysis - Analysis of consumer and industrial markets Strategic Marketing Mix components. Q.No Unit - II - Part - A BTL 1 Define industrial Marketing. BTL 1 Rememering 2 Briefly explain the term product. BTL 2 Understanding 3 Identify the strategies for marketing services. BTL 3 Applying 4 Examine the difference etween consumer marketing and services marketing. BTL 4 Analyzing 5 Discuss the different types of consumer products. BTL 5 Evaluating 6 In your opinion what are the different types of industrial products BTL 6 Creating 7 What is services marketing? BTL 1 Rememering 8 Outline the unique characteristics of services. BTL 2 Understanding 9 Making use of the theory, riefly descrie aout competitor analysis. BTL 3 Applying 10 Who are Strong Vs Weak competitors? BTL 4 Analyzing 11 Define Marketing Strategy. BTL 5 Evaluating 12 Briefly explain what is marketing mix? BTL 6 Creating 13 What is meant y mission statement? BTL 1 Rememering 14 Examine word of mouth strategy. BTL2 Understanding 15 Discuss what is meant y the term competitor? BTL 3 Applying 16 Assess the enefits of competitor analysis. BTL 4 Analyzing 17 What do you mean y threat of sustitutes? BTL 1 Rememering 18 Explain the argaining power of the uyer. BTL 2 Understanding 19 Identify the main sources of competitor information. BTL 1 Rememering 20 What is a Marketing plan? BTL 1 Rememering

6 Q.No Unit - II - Part - B BTL Competence 1 a How would you do a competitor analysis for a company of your choice? BTL 1 Rememering What are the three types of competition a company faces? 2 Explain what is meant y marketing strategy and the key drivers of marketing strategy BTL 2 Understanding strategy. a Identify and explain the characteristics that affect the marketing of services BTL 3 Applying 3 and the additional considerations that services require. Applying theory, define the product and identify the major classification of products. a Examine the features of consumer markets. BTL 4 Analysing 4 List out the characteristics of industrial market. 5 a Compile the strategies followed y market leaders and challengers. Evaluating Discuss the need to understand the competitive strategies followed y market leaders and challengers. BTL 5 6 Market Nicher strategies are also profitale Explain BTL 6 Creating 7 What are the differences etween consumer markets and industrial BTL 1 Rememering markets? 8 a Explain the growth drivers of service market. BTL 2 Summarize the various sources of information for doing a competitor analysis. Understanding 9 Applying theory identify the challenges involved in marketing of services. BTL 3 Applying 10 A What conclusions you can draw aout SWOT analysis? BTL 4 Analysing B Examine Michal Porters generic strategies. 11 List and explain the steps involved in industry s uying decision process. BTL 1 Rememering 12 How would you analyze the marketing mix strategies for services BTL 2 Understanding 13 Examine the consumers uying decision ehavior BTL 4 Analysing 14 What are the elements of the strategic marketing mix- Explain BTL 1 Rememering

7 Part c 1 Mention few competitors for a product of your choice and give the competiting products qualities that you wish your rand had 2 Explain the formulation of marketing mix of a service organization.give examples of ank or insurance marketing mix. 3 Using competitor analysis evaluate the strengths and weakness of competitor firm of your choice. 4 Organization directs its marketing efforts at 2 or more segments y developing a marketing mix for each segment.

8 UNIT III MARKETING MIX DECISIONS Product planning and development Product life cycle New product Development and Management Market Segmentation Targeting and Positioning Channel Management Advertising and sales promotions Pricing Ojectives, Policies and methods Q.No Unit - III - Part - A BTL 1 What are the pricing strategies that the marketer adopts for a product in the introduction BTL 1 Remem erin g stage of Product Life Cycle 2 Summarize the requirements of effective Segmentation BTL 2 Understanding 3 How would you use the theory to define market segmentation BTL 3 Applying 4 Briefly analyze when can companies practice Geographic segmentation BTL 4 Analyzing 5 Discuss aout concept testing BTL 5 Evaluating 6 Test marketing involves testing the new product and the marketing program in more BTL 6 Creating realistic market settings Defend the statement 7 What is meant y Multivariale Segmentation? BTL 1 Remem erin g 8 Briefly explain aout undifferentiated marketing strategy BTL 2 Understanding 9 Applying the theory riefly explain channel management BTL 3 Applying 10 Examine the term product price. List the ojectives and factors to e considered when setting the product price. BTL 4 Analyzing 11 Briefly elaorate on penetration pricing. BTL 5 Evaluating 12 In your opinion what is market skimming price? BTL 6 Creating 13 What functions marketing channels perform? BTL 1 Remem erin g 14 Outline the major channel alternatives open to companies. BTL2 Understanding 15 Make use of the theory to explain the influence of discounts, allowances on product pricing decisions. BTL 3 Applying 16 Examine the term market targeting? BTL 4 Analyzing 17 Define sales promotion. BTL 1 Remem erin g 18 Summarise the ojectives of sales promotion. BTL 2 Understanding 19 Define the concept of advertising. BTL 1 Remem erin g 20 What is meant y product Positioning? BTL 1 Remem erin g

9 7 Q.No Unit - III - Part - B BTL 1 What are the ojectives of Product Planning? BTL 1 Rememering 2 a Illustrate aout the different ways of segmenting the consumer market BTL 2 Understanding Explain the reasons for failure of new product. What are the forces influencing the management of new products Applying the theory explain the meaning of product life cycle and state the 3 marketing strategies for each stage BTL 3 Applying 4 List out the ojectives of product pricing. BTL 4 Analysing 5 a Discuss aout Customer demand oriented pricing methods. BTL 5 Evaluating Elaorate on the functions performed y the distriution channel. 6 a Explain aout Indirect Channel of Distriution channel. BTL 6 Creating Determine the requirements for effective segmentation. 7 List and explain the stages involved in the new product development. BTL 1 Rememering 8 a Explain any one factor that affects the selection of the distriution channel. BTL 2 Understanding Show how the conventional distriution channel compares with vertical marketing system. 9 a Identify and explain the major sales promotion tools. BTL 3 Applying Analyse the major channel alternatives availale to the marketer. 10 Examine how companies position their products for maximum competitive BTL 4 Analysing advantage in the market place. 11 List and explain the factors that affect the pricing decisions of the company. BTL 1 Rememering 12 a Explain aout demographic segmentation. BTL 2 Understanding Summarize the competition oriented pricing methods 13 List out direct channel of distriution used y marketers BTL 4 Analysing 14 How do factors relating to environmental characteristics affect the selection of BTL 1 Rememering channel of distriution

10 UNIT III - Part C 1 Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore. They thought instead of doing a jo, they will launch fresh vegetales in Indian markets. Having learnt of the future conventional foods, they decided to venture into cultivation of mushrooms. Mushrooms are known to e the est alternative food for vegetarians. For Sachin and Virag fund raising was a serious handicap for mass production. However, the first trial atch of mushrooms that they produced was ought y Star Hotel in Bangalore. Further, the hotel placed orders for supply of 20 kgs every day. Now mushroom industry is run y small entrepreneurs, like Sachin and Virag. Another ig player M/s Ashtavinayak Mushrooms, equipped with cold storage facility was more interested in the export market. Sachin and Virag have set their sights high. They aim to sell mushrooms in a very ig way all over India. Mushrooms have a great market potential and is a perishale food. Questions How will you advise Sachin and Virag, as how to increase the consumer awareness aout this new food? What would e your suggestions for distriution channel for mushrooms? 2 Enumerate the important advertising media and point out their relative role and advantages. 3 Give examples of advertising strategies that failed 4 Develop a sales promotion campaign for kids apparel.

11 UNIT IV BUYER BEHAVIOUR Understanding industrial and individual uyer ehavior - Influencing factors Buyer Behaviour Models Online uyer ehaviour - Building and measuring customer satisfaction Customer relationships management Customer acquisition, Retaining, Defection Q.No Unit - IV - Part - A BTL Competence 1 Define Business Buyer ehavior. BTL 1 Remem erin g 2 Summarize the organizational factors that influence usiness uyer ehavior BTL 2 Understanding 3 Choose one from the major types of uying situations that industry experiences and BTL 3 riefly explain Applying 4 Briefly analyze online uyer ehavior BTL 4 Analyzing 5 Briefly discuss aout the prolem recognition stage related to industrial uying BTL 5 process Evaluating 6 Justify the difference etween industrial and individual uyers. BTL 6 Creating 7 Define online marketing trends. BTL 1 Remem erin g 8 Briefly explain the factors that influence consumer ehavior. BTL 2 Understanding 9 What do you mean y uying motives BTL 3 Applying 10 Examine the influence the cultural factors exert on consumers uying Behaviour BTL 4 Analyzing 11 Briefly elaorate on customer satisfaction. BTL 5 Evaluating 12 Briefly explain what is customer retention and why customer retention is important BTL 6 Creating 13 What is meant y social class? BTL 1 Remem erin g 14 Briefly explain aout online marketing BTL2 Understanding 15 Applying the theory explain the influence of social factors on consumer ehavior BTL 3 Applying 16 Analyse the term CRM. BTL 4 Analyzing 17 What is meant y customer acquisition? BTL 1 Remem erin g 18 Briefly analyse the term customer defection. BTL 2 Understanding 19 How can companies increase customer loyalty? BTL 1 Remem erin g 20 What is customer churn? BTL 1 Remem erin g

12 Q.No Unit - IV - Part - B BTL Competence 1 a What are the environmental factors that influence industrial uyer BTL 1 Rememering ehavior? List the individual factors influencing industrial uyer ehavior 2 a Summarize the psychological factors that influence consumers uying BTL 2 Understanding ehavior Explain the importance of consumer ehavior 3 a How to companies uild customer satisfaction BTL 3 Applying Identify the methods to measure customer satisfaction 4 What do you infer form the learning model of consumer ehavior BTL 4 Analysing 5 Discuss aout the industrial uying decision process BTL 5 Evaluating 6 Explain aout the participants involved in the industrial uying BTL 6 Creating process? 7 a How do personal factors influence the consumers uying ehaviour BTL 1 Rememering What do you infer from the psycho analytic model of consumer ehavior? 8 Explain the various stages of consumers uying decision process. BTL 2 Understanding 9 Using what you have learnt explain aout customer relationship BTL 3 Applying management (CRM) with suitale examples and state why is it important in modern day usiness context 10 a Analyze how customer acquisition happens in companies. BTL 4 Analysing List the types of customer relationship management (CRM) 11 a What are the enefits of CRM? BTL 1 Rememering Find out the reasons for measuring customer satisfaction. BTL 4 Analyzing 12 Explain aout the customer retention strategies followed y companies. BTL 2 Understanding 13 Identify the causes of customer defection and state the measures of BTL 4 Analysing redirecting defection. 14 What are the limitations of CRM? BTL 1 Rememering

13 UNIT IV - Part C 1 How do you for see the future of online marketing? 2 Design a uyer ehavior model for purchase of durale goods. 3 How is CRM changing and what does the usiness owner need to e aware of? 4 In the future can CRM e applied in all the usiness environment?

14 UNIT V MARKETING RESEARCH & TRENDS IN MARKETING Marketing Information System Research Process Concepts and applications : Product Advertising Promotion Consumer Behaviour Retail research Customer driven organizations - Cause related marketing - Ethics in marketing Online marketing trends. Q.No Unit - V - Part - A BTL Competence 1 What is meant y MIS? BTL 1 Remem erin g 2 Outline the attriutes of MIS BTL 2 Understanding 3 How would you use your understanding of market research to identify the applications BTL 3 of market research Applying 4 Examine the steps in market research BTL 4 Analyzing 5 Discuss aout market intelligence BTL 5 Evaluating 6 Briefly explain the term market research BTL 6 Creating 7 What is meant y survey research? BTL 1 Remem erin g 8 Compare primary data Vs Secondary data collection methods in research BTL 2 Understanding 9 Making use of theory riefly explain the sampling plan to e adopted y the research BTL 3 Applying 10 Briefly examine the term consumerism. BTL 4 Analyzing 11 Discuss the term social marketing BTL 5 Evaluating 12 What in your opinion is franchise organization? BTL 6 Creating 13 What is cause- related marketing? BTL 1 Remem erin g 14 How will you state or interpret in your own words internet marketing? BTL2 Understanding 15 Making use of theory summarize the essential features of well designed we page BTL 3 Applying 16 Analyse focus group research. BTL 4 Analyzing 17 How should the marketer formulate the research report? BTL 1 Remem erin g 18 List some companies involved in we ased marketing. BTL 2 Understanding 19 Define marketing ethics with suitale example. BTL 1 Remem erin g 20 What is meant y retailing and list the retail formats ased on service? BTL 1 Remem erin g

15 Q.No Unit - V - Part - B BTL Competence 1 Define marketing information system and explain the importance of BTL 1 Rememering information to the company and its understanding of the market place. 2 Outline the steps in the marketing research process. BTL 2 Understanding 3 Identify and explain the applications of Market research. BTL 3 Applying 4 a Examine the attriutes of marketing information system. BTL 4 Analysing List the advantages and disadvantages of cause related marketing. 5 Discuss the key issues faced y traditional Bricks and Mortar BTL 5 Evaluating retailers when they go online to sell products. 6 a Asses the ethical issues in market research relating to the respondent. BTL 6 Creating List out the ojectives of market research. 7 a Relate how a company designs a customer driven marketing strategy BTL 1 Rememering What are the ethical issues in marketing relating to the product 8 a Summarise the primary sources of data availale for research BTL 2 Understanding Explain There are numerous sources of secondary data availale for the research Explain 9 Identify the trends in retailing. BTL 3 Applying 10 a Examine the ethical issues relating to promotion. BTL 4 Analysing Analyse the importance of product research. 11 Spell out the advantages of online Marketing. BTL 1 Rememering 12 Explain the functions of retailers. BTL 2 Understanding 13 Analyze the important enalers of online uying. BTL 4 Analysing 14 What are the Barriers to online uying y consumers? BTL 1 Rememering UNIT V -Part C 1 One effective method of extending to far away markets is franchising. Do you agree? 2 Money spend on advertisement is not wasteful. Critically examine this statement. 3 How can we enhance our retailing marketing strategy to grow the sales? 4 Explain aout unethical pricing practices you are aware of.