UNIT-I

1. What is meant by the term ‘market’?

According to Philip Kotler, “A market consists of all the potential customers sharing a particular
need or wants who might be willing and able to engage in exchange to satisfy that need or
want”.
2. Define Marketing?
According to William J. Stanton, “Marketing is a total system of interacting business activities
designed to plan, price, promote and distribute want-satisfying products and services to the
present and potential customers”.
3. What are the various characteristics of marketing?
a) Integrative function.
b) Reflects the business mission.
c) Adaptation to environment variables.
d) Universal function.
4. Give five differences between Selling and Marketing?
Basis of Difference Selling Marketing
1) Emphasis Emphasis on product. Emphasis on consumer needs
and wants.
2) Approach Company manufactures the Company first determines
product first and then customer’s needs and wants
decides to sell it. and then decides on how to
deliver a product to satisfy
these wants.
3) Orientation Management is sales-volume Management is profit-
oriented. oriented.
4) Planning Planning is short-term- Planning is long-term
oriented, in terms of today’s oriented, in terms of new
products and markets. products, tomorrow’s
markets, and future growth.
5. What are the objectives of marketing management?
1. Creating new customers.
2. Satisfying the needs of customers.
3. Enhancing the profitability of the business.
6. What is Global marketing?
According to The Oxford University, “Global marketing is marketing on a worldwide scale
reconciling or taking commercial advantage of global operational differences, similarities and
opportunities in order to meet global objectives.
7. Define Marketing Environment?
According to Philip Kotler, “Marketing environment refers to external factors and farces that
affect the company’s ability to develop and maintain successful relationship with its target
customers”.
8. List out types of Marketing environment?
a. Internal Marketing environment(Controllable Factors).
 b. External Marketing environment(Uncontrollable Factors).
9. List out four functions of marketing?
a. Functions of Exchange.
b. Functions of Physical Supply.
c. Facilitating Functions.
d. Other functions.
10. The concepts of marketing:-
1. Exchange concept.
2. Production concept.
3. Product concept.
4. Selling concept.
5. Marketing concept.
6. Social marketing concept.
a. De-marketing concept.
b. Meta-marketing.
11. What is mean by Marketingmyopia?
The term point by Professor Theodore Levitt. “Marketing Myopia has colored and crocked
Perception of marketing & a short signed view of a business”.
12. List out Approach of marketing?
1. Functional.
2. Institutional.
3. Managerial.
4. System.
5. Commodity.
13. What do you mean by MICOR – MACRO Environment.
MICRO:-
Micro-environment refers to the company’s immediate environment i,e., those
environmental factors that are in its proximity. These factors influence the company’s non –
capability to produce and serve the market.
MACRO:-
Macro environment refers to those factors, which are not concerned to the immediate
environment. Those factors are external to the company and are quite uncontrollable. These
factors do no affect the marketing ability of the concern directly but indirectly they influence
marketing decisions of the company.
14. List out selling concept?
Just we PUSH THE PRODUCT.
1. Advertising ,
2. Personal selling,
3. Sales promotion,
4. Publicity,
5. Direct Marketing,
 UNIT-II
15. Define Marketing Strategy?
“Marketing Strategy is a process in which bring the organization from one point to another
point or future”.The Elements of strategy is called as Tactics….
16. What is Marketing Mix?
Marketing mix is the pack of four sets of variables namely, product variables, price variables,
promotion variables and place variables.
17. What are basic types of competition?
1. Brand competitors.
2. Product competitors.
3. Generic competitors.
4. Total budget competitors.
18. What do you mean by Word-of-mouth?
Word of mouth marketing is a marketing strategy which uses the person-to-person
communication of satisfied customers to raise awareness of an organization’s products and
services and generate sales.
19. Explain bargaining Power of Buyer.
The power of buyers is the impact that customers have on a producing industry. In general,
when buyer power is strong, the relationship to the producing industry is near to what an
economist terms a monopsony – a market in which there are many suppliers and one buyer.
The bargaining power of buyers of firms in an industry constitutes the ability of the buyers,
individually or collectively, to force a reduction in the prices of products or services, demand a
higher quality or better service, or to seek more value for their purchases in any way.
20. Define Service Marketing?
“ Services marketing is marketing based on relationship and value. It may be used to market a
service or a product. Marketing a service-base business is different form marketing a goods-
base business.”
21. What do you mean by industrial marketing?
(B2B) marketing is also referred as the industrial marketing or business marketing. Business
marketing may be defined as the marketing of products, services, and solutions to organizations
such as big enterprises, government departments, and institutions.
22. List our characteristics of industrial marketing?

1. Demand characteristics.
2. Market characteristics.
3. Product characteristics.
4. Price characteristics.
5. Place or Distribution characteristics.
6. Promotion characteristics.
7. Behaviour characteristics.
 23. what is meant by consumer marketing?

Consumer marketing (business to consumer or B2C) targets all the individuals and households who buy
or acquire goods and services for personal consumption.

24. Difference between industrial and consumer marketing?

Basis of Difference Industrial Marketing Consumer Marketing

1) Marketing Structure 1. Geographically 1. Geographically
concentrated markets. diversified markets-
2. Relatively fewer dispersed.
consumers – fewer 2. Large number of
buyers. consumers- mass
3. Demand is derived. markets.
3. Demand is usually direct.
2) Products 1. Large quantities or high 1. Small unit of sale.
value items are involved. 2. Standardized Products.
2. Customized products-
technically complex.
3. Buyer Behaviour 1. Functional involvement 1. Family involvement.
– buying 2. Impulsive buying.
centre/committees. 3. Less technical expertise.
2. Rational buying
3. More technical
expertise.
4. Decision-Making 1. Quality is checked by the 1. Few quality tests are
customer. conducted by the
2. Less emotion involved in consumers.
decision-making. 2. Emotion is present in
3. Customers take decision-making.
impersonal decisions. 3. Consumers take
4. More emphasis is placed personal decisions.
on negotiation skills. 4. Negotiation is less
important.

25. Difference between goods and service?

Basis of Difference Goods Services
1. Tangibility Goods are tangible Services are intangible
2. Transfer of Ownership Transfer of ownership is possible Transfer of ownership is not
in case of goods. possible in case of services.
3. Perishability Goods are Less perishable Services are highly perishable
4. Heterogeneity Less Heterogeneity. High Heterogeneity.
 26. What do you mean by competitor analysis?
Competitor analysis in marketing and strategic management is an assessment of the
strengths and weaknesses of current and potential competitors.
27. List our competitor analysis framework?
1. Competitor’s objectives,
2. Competitor’s assumptions,
3. Competitor’s assumptions,
4. Competitor’s strategy,
5. Competitor’s resource and capabilities,
28. What do you mean by competitor profiling?
Information from an analysis of the competitor’s objectives, assumptions, strategy and
capabilities can be compiled into a response profile of possible moves that might be made by
the competitor.
1. Background.
2. Financials.
3. Products.
4. Marketing.
5. Facilities.
6. Personnel.
7. Corporate and Marketing Strategies.

29. List out7 P’s of Marketing Mix for Services?

1. Product.
2. Pricing.
3. Place.
4. Promotion.
5. People.
6. Process.
7. Physical Evidence.
30. Define strategic marketing planning?

According to American Marketing Association,“Marketing planning is the work of setting up objectives

for marketing activities and determining and scheduling the steps necessary to achieve such objectives”.
 UNIT-III

1. Define market segmentation?

According to Philip Kotler, “Market segmentation is sub-dividing a market into distinct and
homogeneous subgroups of customers, where any group can conceivable be selected as a target
market to be met with distinct marketing mix”.

2. List out levels of market segmentation?

1. Segment marketing.
2. Niche marketing.
3. Local marketing.
4. Individual marketing.
3. Define product decision?
According to George Fisk, “Product is a cluster of psychological satisfactions”.
4. Characteristics of product?
a. Tangibility
b. Intangible attributes.
c. Associated attributes.
d. Exchange value.
e. Consumer satisfaction.
5. List our levels of product?
a. Core benefit.
b. Basic product.
c. Expected product.
d. Augmented product.
e. Potential product.
6. Define product mix decision?
“ AProduct mix also called product assortment is the set of all product lines and items that a
particular seller offers for sale to buyers”.

According to American Marketing Association, “Product Mix is the composite of products offered
for sale by a firm or a business unit”.

7. Define product planning and development?

According to W.J. Stanton, “Product Planning embraces all activities which enable producers
and middlemen to determine what should constitute a company’s line of products”.
8. Characteristics of product planning?
1. Product Investigation.
2. Product Modification.
3. Product Elimination.
4. Discovering Production Possibility.
 9. What do you mean by PLC? With suitable chart?
According to Phillip Kotler, “The product life-cycle is an attempt to recognize
distinct stage in the sales history of the product”.

9. List our importance of new product development:

1. Meeting Changes in Consumer Demand.
2. Making New Profits.
3. Combating Environmental Threats.
4. Other Necessities.
10. what do you mean by pricing decision?
Price is the marketing-mix element that produces revenue; the others produce costs. Price is
also one of the most flexible elements; is can be changed quickly, unlike product features and
channel commitments.
Quality of money received by the seller
Price=
Quantity of goods and services rendered received by the buyer

11. What do you mean by distribution channel decision?

The path between producers and users that goods and services follow is called a channel of
Distribution or Marketing Channel.
According to William J Stanton, “A Channel of distribution for a product is the route taken by the title
to the goods as they move from the producer to the ultimate consumers or industrial user”.
12. list our levels of distribution channels?
1. Direct marketing channel.
2. Indirect marketing channel.
3. Hybrid distribution channel or multichannel distribution system.
13.difference between direct marketing channel and indirect marketing channel?

Direct Marketing Channel Indirect Marketing Channel

1. Under direct channel, manufacturer sells Under indirect channel or distribution, producer
directly to the consumers, without any sells through various middlemen like wholesalers,
middlemen like wholesalers, agents, agents, retailers, etc.
retailers, etc.
 2. Under direct marketing channel it is Under indirect marketing channel it is very
uneconomical to have a direct contact economical to have a direct contact with the
with the customers, who are countless and customers.
scattered all over.
3. In direct channel manufacturers, generally, Under indirect channel manufacturers, have talent
may not have talent of salesmanship. of salesmanship.
4. Direct channel usually covers the large Indirect channel usually covers smaller trade area
trade area. than direct channels.

14. Define Promotion decision?

According to Stanton, “Promotion includes, advertising, personal selling, sales promotion
and other selling tools”.
16. Define Promotion Mix?
According to Philip Kotler, “A company’s total marketing communication mix also called
promotion mix consists of specific blends of advertising, personal selling, sales promotion,
public relations and direct marketing tools that the company use to pursue its advertising
and marketing objectives”.
17. what is mean by sales promotion?
Sales promotion is another important component of the promotion mix. It is essentially a
direct and immediate inducement. Adds extra value to the product and hence prompts the
dealer/consumer to buy the product.
18. Define positioning?
According to Kotler, “Positioning is the act of designing the company’s offering and image
to occupy a distinctive place in the target market’s mind”.
19. Define channel management?
Channel management can be defined as the administration of existing channels to secure
the cooperation of channel members in achieving the firm’s distribution objectives.
20. Define advertising?
According to American marketing association, “Advertising is any paid form of non-
personal presentation of ideas, goods or services by an identified sponsor”.

UNIT-IV
1. What is consumer behavior?
Consumer behavior may be defined as “consumer display in searching, purchasing,
using, evaluating and disposing of product and services. That they expect will satisfy the
needs”.
2. List out Three stages of consumer behavior?
 Pre- purchase consumer behavior.
 At the time of purchases consumer behavior.
 After purchase consumer behavior.
3. List out buying role of consumer behavior?
o Initiator.
o Influencer.
o Decider.
o Gatekeeper.
o Buyer.
o User.
4. Definition of CRM:-
According to gartner, “CRM is a business strategy designed to optimize profitability, revenue,
and customer satisfaction”.
According to PWC consulting, “CRM is a business strategy that aims to
understand/appreciate, manage and personalize the needs of an organization’s current and
potential customer”.
5. List out Types of CRM:-
 Operational CRM.
 Analytical CRM.
 Collaborative CRM.
6. What do you mean by CUSTOMER ACQUISITION:-
Customer acquisition is a broad term that is used to identify the processes and procedures
used to locate, qualify, and ultimately secure the business of new customers.
7. What is CUSTOMER DEFECTION:-
Customer defection is also know as customer churn or customer turnover.
8. What is Defection Management:-
Defection management refers to a systematic process which actively attempts to retain
customers before they defect.
9. What do you mean by online buying behavior?
Online buying behavior is a complex construct and not easy to understand or to
predict. Only a few years ago, it seemed obvious that customers like to get information
online, but prefer to make the actual purchase offline.
10. What is customer satisfaction?
Customer satisfaction a business term is a measure of how products and services
supplied by accompany meet or surpass customer expectation.
Customer satisfaction= Delivery – Expectations,
11. List out types of online marketing?
1. E- mail marketing.
2. Blogging.
3. Social media marketing.
4. Digital marketing.
5. Mobile marketing.
6. Marketing buzz.
7. Article marketing.
 UNIT-V
1. Define marketing information system?
According to K. Cox and K. Gonod, “MIS is a set of procedures and methods for the regular and
planned collection, analysis and presentation of information in making marketing decisions”.
2. Definition of Marketing Research:-
According to Philip Kotler, “Marketing research is the systematic design, collection analysis, and
reporting of data relevant to a specific marketing situation facing an organization.
3. What is mean by customer driven organizations?
Customer-driven marketing involves seeing the products or services from the customer’s
perspective and communicating the messages in the customer’s language.
4. Define cause related marketing?
According to Thompson, “Cause-Related Marketing can be defined as a strategic
positioning and marketing tool which brand to a relevant social cause or issue for mutual
benefit”.
5. Define ethics in marketing?
According to Webster, “Ethics is the discipline dealing with that which is good and bad
and with moral duty and obligations”.
6. What is mean by Online marketing?
Online marketing is also known as virtual/interactive/internet marketing or e-marketing. It is
the fastest-growing form of direct marketing. Recent technological advances have created a
digital age. Widespread use of the internet is having a dramatic impact on both buyers and the
marketers who serve them.
7. Define Direct marketing?
According to Direct Marketing Association of USA, “Direct marketing is an interactive
system of marketing which uses one or more advertising media to affect a measurable
response and/or transaction at any location”.
8. List out Concepts and Applications in Marketing Research:-
1. Consumer Research.
2. Market research.
3. Motivation research.
4. Product research.
5. Sales research.
6. Distribution channel research.
7. Advertising and promotion research.
8. Pricing research.
9. Physical distribution research.
10. Retail research.